ESOMAR Latin America partner 2014

Netquest

Bronze sponsors

eCGlobal Solutions

Fine Research

Offerwise

ESOMAR EMEA partner 2014

GMI

Official Latin America media partner

D.I.M.M.

In co-operation with

CEIM

SAIMO

Future Talent sponsor

SSI

Global media partners

planung & analyse

Research & Results

Quirk's

Media partners

Euromonitor International

Insights Magazine

Research World magazine

RW Connect

Event partner

InterContinental Buenos Aires

Focus

Official knowledge partner

Warc

Contact

For further information about our promotional packages, please contact Helen Parker:

Phone: +31 205897859
#esoLATAM #ESOMAR

Latin America 2014

Accelerating Growth

Buenos Aires / 2-4 April

Business growth in Latin America has proven to be resilient to global economic uncertainty, and the role of region in the global...

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Overview

How can market research contribute to continue the region’s accelerate growth? And what is the role of the researcher in this newly defined business landscape?

Join us in Buenos Aires to discover the latest developments and innovative approaches in market research for the region. Learning from past failures and successes and explore how Latin America's creativity and innovation can boost your business!

Programme Committee

Guillermo Oliveto

Guillermo Oliveto (Committee Chair)
President
W, Argentina

Luis Noriega

Luis Noriega
Managing Director - LATAM Norte
Netquest, Mexico

Luiz Sá Lucas

Luiz Sá Lucas
Technical Director
Ibope Inteligência, Brazil

Pablo Kennedy

Pablo Kennedy
Global and LATAM Knowledge & Insights Director
The Coca-Cola Company Latin America, Argentina

Suzana Pamplona Miranda

Suzana Pamplona Miranda
Market Research Director
Johnson & Johnson Consumer, Brazil

Digital Agents

Adriana Rocha

Adriana Rocha
Co-founder & CEO
eCGlobal Solutions, USA

Pablo Sánchez Kohn

Pablo Sánchez Kohn
Innovation & Design Solutions Director
DatosClaros, Argentina

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Programme

16:00 - 20:00 Wednesday, 2 April 
Conference registration: 16:00 - 19:00
For Argentinian based companies on-site cash payments will be accepted.
Se aceptaran pagos en efectivo de empresas basadas en Argentina.
19:00 - 20:00 Welcome reception
09:00 - 23:00 Thursday, 3 April - Conference day one 
Simultaneous translations from and into Spanish and English will be provided.
09:00 - 09:10 Opening

Dan Foreman

ESOMAR President
ESOMAR
UK
Read more
Dan Foreman
, ESOMAR President

09:10 - 09:20 Welcome
SAIMO/CEIM
Susana Marquis, ESOMAR Representative for Argentina
09:20 - 09:30 Introduction to programme
Guillermo Oliveto, Programme Committee Chair
Firestarter
09:30 - 09:50 ESPESPLatin America Inside Out
Past, present and future!
In the past decade, Latin America has experienced a period of resurgence, with strong growth and improved social outcomes. This presentation comprises an analysis of the main implications of this… Read more
Latin America Inside Out
Past, present and future!

Constanza Cilley

Executive Director
VOICES!
Argentina
Read more
Constanza Cilley
, VOICES!, Argentina

Marita Carballo

President & Co-Founder
VOICES!
Argentina
Read more
Marita Carballo
, VOICES!, Argentina

Branding Capsule
09:50 - 10:05 ESPESPThe Top 50 Most Valuable Latin American Brands
How can we optimize our financial value from our bond with the consumers?
Facing a global economic crisis context, where many competitors have shrunk their revenues, Latin America shows very strong brands, which help reduce the impact on unfavourable macroeconomic… Read more
The Top 50 Most Valuable Latin American Brands
How can we optimize our financial value from our bond with the consumers?

Martin Schijvarg

Account Director
Millward Brown
Argentina
Read more
Martin Schijvarg
, Millward Brown, Argentina

10:05 - 10:20 Q&A
Networking break
Latin America, Latin World!
10:50 - 11:00 Introduction by session chair
Luiz Sá Lucas, Ibope Inteligência, Brazil
11:00 - 11:20 ENGENGKids of Today and Tomorrow
A global and regional close-up on the youngest millennials
Research shapes our brands, inspires our content and helps us communicate with our audiences. Nickelodeon has undertaken the most detailed, far-reaching analysis to date of 9-14 year olds. Given the… Read more
Kids of Today and Tomorrow
A global and regional close-up on the youngest millennials

Carlos Garcia

Senior Director of International Research and Insights
Viacom International Media Networks
USA
Read more
Carlos Garcia
, Viacom International Media Networks, USA

Jo McIlvenna

Director
Jo McIlvenna
UK
Read more
Jo McIlvenna
, Jo McIlvenna, UK

Noel Gladstone

Vice President R&D Latin America
Viacom International Media Networks
USA
Read more
Noel Gladstone
, Viacom International Media Networks, USA

11:20 - 11:40 ENGENGWorld Cup: Is it a Good Idea?
Exploring the degree of Brazilians’ optimism
When Brazil was chosen as the location for the 2014 World Cup, everyone cheered. Brazil was successful and a country of the future. The event would be important not only for the economy, but an… Read more
World Cup: Is it a Good Idea?
Exploring the degree of Brazilians’ optimism

Cristiane Coradi

Director
MC15
Brazil
Read more
Cristiane Coradi
, MC15, Brazil

Nelsom Marangoni

Executive Director
MC15
Brazil
Read more
Nelsom Marangoni
, MC15, Brazil

11:40 - 12:00 ENGENGBeyond Brand Tracking
Coca-Cola and the 2014 World Cup
Coca-Cola, as one of the global sponsors of the 2014 FIFA World Cup in Brazil, engaged in discussions with BrainJuicer to develop and implement a tool for the continuous tracking of their integrated… Read more
Beyond Brand Tracking
Coca-Cola and the 2014 World Cup

Flavio Marcondes

Knowledge & Insights Senior Manager
Coca-Cola
Brazil
Read more
Flavio Marcondes
, Coca-Cola, Brazil

Gabriel Aleixo

Managing Director Latin America
BrainJuicer
Brazil
Read more
Gabriel Aleixo
, BrainJuicer, Brazil

12:00 - 12:20 Latin Brand Mix
An interactive debate with the speakers of this session
12:20 - 12:25 Sponsor fast track
12:25 - 12:40 Storytelling lunch briefing

Patricio Pagani

Company Director
Infotools
New Zealand
Read more
Patricio Pagani
, Infotools, New Zealand

12:40 - 14:00 Storytelling lunch
12:40 - 14:00 Client Round Table lunch

This client-only session provides an exclusive and informal format for the discussion and debate of today’s most critical topics facing clients’ research agendas.

14:00 - 14:10 Introduction by session chair
Suzana Pamplona Miranda, Johnson & Johnson Consumer, Brazil
Market Analysis Capsule
14:10 - 14:25 ENGENGFrom BoP to Emerging Middle Classes in Latin America
The Bottom of the Pyramid represents an exciting target segment for many consumer goods companies - in Brazil alone there are 2.2 million households with a disposable income below US$2,500. In order… Read more
From BoP to Emerging Middle Classes in Latin America

Scott Rencher

Director Latin America
Euromonitor International
Chile
Read more
Scott Rencher
, Euromonitor International, Chile

Business First: Competitive Leadership
14:25 - 14:45 ESPESPLeadership Imperative
Regional positioning strategy of Zurich Life LatAm
Latin America is economically thriving, however the region misses a conceptual framework to organise business in the new economy. With a consumer confidence crisis eroding institutions and, and the… Read more
Leadership Imperative
Regional positioning strategy of Zurich Life LatAm

Fernando Moiguer

CEO
Compañía de Negocios Moiguer
Argentina
Read more
Fernando Moiguer
, Compañía de Negocios Moiguer, Argentina

José Maria Orlando

CEO
Zurich Life LatAm
Argentina
Read more
José Maria Orlando
, Zurich Life LatAm, Argentina

14:45 - 15:05 ESPESPThe Most Effective Promotion
A comparative study across Latin American markets
LATAM-based companies are usually pressed to do more with less, managing frugal operations with ever tightening budgets. Marketing managers are requested to allocate their marketing dollars more… Read more
The Most Effective Promotion
A comparative study across Latin American markets

Juan Tello

Director Americas
SKIM
Costa Rica
Read more
Juan Tello
, SKIM, Costa Rica

Manuel Martínez Zamora

Gums & Candies Consumer Insights & Strategy Associated Director
Mondelēz International
Brazil
Read more
Manuel Martínez Zamora
, Mondelēz International, Brazil

15:05 - 15:25 ESPESPFrom Colombia to the World
Via a case study, this session will examine the development process of an innovation concept of a Colombian Company that is now multi-LATAM. Lasante is developing innovation platforms for all Latin… Read more
From Colombia to the World

Carolina Mejia

Founder and CEO
Inspired Active Knowledge
Colombia
Read more
Carolina Mejia
, Inspired Active Knowledge, Colombia

Cristina Garces

Innovation & Corporate Manager
Laboratorios La Sante
Colombia
Read more
Cristina Garces
, Laboratorios La Sante, Colombia

15:25 - 15:40 Leading the Way
A discussion space with the speakers of this session
15:40 - 16:10 Networking break
16:10 - 16:15 Introduction to guest speaker
Guillermo Oliveto, W, Argentina
16:15 - 16:40 ESPGuest speaker
ESPFrom marketing to culturing
Marketing transformation and the evolution of the market researcher
This presentation explores a new marking approach from a global brand while assessing the evolved role of the market researcher in the current business context. An insightful and innovative journey… Read more
From marketing to culturing
Marketing transformation and the evolution of the market researcher

Esteban Socorro

VP Strategic Planning & Insights Latin America
Coca-Cola
USA
Read more
Esteban Socorro
, VP Strategic Planning & Insights Latin America, Coca-Cola, USA

16:40 - 16:45 Q&A
16:45 - 17:30 ENG/ESPPanel discussion
The Research Triade - Round Table
Global, regional and local perspectives

An interactive debate exploring how global industry bodies, regional alliances and local-country associations foster market and public opinion research in Latin America.



Moderated by:
Guillermo Oliveto, W, Argentina

Participants:

Alejandro Garnica

Executive Director
ARIA Alliance
Mexico
Read more
Alejandro Garnica
, ARIA Alliance, Mexico

Finn Raben

Director General
ESOMAR
Netherlands
Read more
Finn Raben
, ESOMAR, Netherlands

Juan Carlos Tejada

Socio-Gerente
SAIMO
Argentina
Read more
Juan Carlos Tejada
, SAIMO, Argentina

Maria Braun

President
WAPOR Latin America
Argentina
Read more
Maria Braun
, WAPOR Latin America, Argentina

Santiago Kahane

President
CEIM
Argentina
Read more
Santiago Kahane
, CEIM, Argentina

19:00 - 23:00 Networking dinner
Sponsored by Netquest, ESOMAR Latin America partner 2014


Shuttle buses will leave the hotel InterContinental Buenos Aires from 19:00 hours and will return from 23:00 hours.

09:00 - 18:00 Friday, 4 April - Conference day two 
Simultaneous translations from and into Spanish and English will be provided.
Latinnovation: The Digital Ecosystem
09:00 - 09:10 Introduction by session chair
Luis Noriega, Netquest, Mexico
09:10 - 09:30 ESPESPFrom Orkut to Instagram
The evolution of social media usage by LATAM consumers in the last 3 years
A lot has been said and written about social media consumers, but few empirical longitudinal studies have been done on them in Latin America. Through this study, we will see how in the past three… Read more
From Orkut to Instagram
The evolution of social media usage by LATAM consumers in the last 3 years

Iván Casas

CEO and Co-Founder
eCMetrics
USA
Read more
Iván Casas
, eCMetrics, USA

09:30 - 09:50 ESPESPThe New Multi-Screen World
Understanding cross platform consumer behaviour
"From smartphones and tablets to laptops and television, 90% of all media interactions [in the USA] today are screen-based. We took a closer look and discovered that there are two distinct ways… Read more
The New Multi-Screen World
Understanding cross platform consumer behaviour

Daniel Finder, Ipsos, Argentina

Gonzalo Barbieri

Spanish Latin America Advertising Research Manager
Google
Argentina
Read more
Gonzalo Barbieri
, Google, Argentina

09:50 - 10:10 ESPESPWatch, Play, Live
The life of a sport fan in Latin America
We want to share with the audience our findings regarding how important sports are to people’s lives; How the way that people engage with sports has evolved from a simple "match watched”… Read more
Watch, Play, Live
The life of a sport fan in Latin America

Cynthia Rivera, ESPN, USA

Karina Besprosvan

Research Insights & Analytics Regional Director
Omnicom Media Group
Chile
Read more
Karina Besprosvan
, Omnicom Media Group, Chile

10:10 - 10:25 Q&A
10:25 - 10:30 ENGESOMAR Foundation announcement
Gunilla Broadbent, President, ESOMAR Foundation
10:30 - 11:00 Networking break
Latinnovation: The Session Continues
11:00 - 11:10 Introduction by session chair
Pablo Kennedy, The Coca-Cola Company Latin America, Argentina
11:10 - 11:30 ESPESPNew Generation Brands
How to use consumer voices to position our brands
We will describe the case of the cookie brand Toddy, which managed to transform a problem (product scarcity/complex production context) into an opportunity to position the brand and connect with its… Read more
New Generation Brands
How to use consumer voices to position our brands

Federico Barallobre

Consumer Strategy & Insights – Manager South Cone
PepsiCo
Argentina
Read more
Federico Barallobre
, PepsiCo, Argentina

María Luz Moreno

Consumer Strategy & Insights
PepsiCo
Argentina
Read more
María Luz Moreno
, PepsiCo, Argentina

Natalia Gitelman

Research & Consulting Head
DatosClaros
Argentina
Read more
Natalia Gitelman
, DatosClaros, Argentina

11:30 - 11:50 ESPESPTwitter: The Motivation to Follow a Brand
The purpose of this research is to provide qualitative content analysis of motivation as a relevant category in the relationship between user and brand - in the Twitter context. One hundred Twitter… Read more
Twitter: The Motivation to Follow a Brand

Andrea Durán

Research Consultant
OMD
Colombia
Read more
Andrea Durán
, OMD, Colombia

María Angélica Aya Zárate

Research Manager
OMD
Colombia
Read more
María Angélica Aya Zárate
, OMD, Colombia

Online Research Capsule
11:50 - 12:05 ENG/ESPENG/ESPShould I Cookie or Should I Clickstream?
How Movistar Chile chose between two different passive data techniques
Online Advertisement is a huge opportunity for brands to communicate with their target audiences in an increasingly sophisticated way. In the mean time, ad researchers are innovating more and more to… Read more
Should I Cookie or Should I Clickstream?
How Movistar Chile chose between two different passive data techniques

Carola Alvarez, Telefonica (Movistar), Chile
Cristobal Baeza, Telefonica (Movistar), Chile

Germán Loewe Durall

CEO
Netquest
Spain
Read more
Germán Loewe Durall
, Netquest, Spain

Piet Hein van Dam

CEO
Wakoopa
Netherlands
Read more
Piet Hein van Dam
, Wakoopa, Netherlands

12:05 - 12:20 Q&A
12:20 - 12:30 ENGBe Relevant, Be Distinguished, Be Rewarded

Dan Foreman

ESOMAR President
ESOMAR
UK
Read more
Dan Foreman
, ESOMAR President

12:30 - 13:50 Storytelling lunch (Part II)
13:50 - 14:00 Storytelling lunch - the results

Patricio Pagani

Company Director
Infotools
New Zealand
Read more
Patricio Pagani
, Infotools, New Zealand

Latinnovation: The Mobile Ecosystem
14:00 - 14:10 Introduction by session chair
Pablo Kennedy, The Coca-Cola Company Latin America, Argentina
14:10 - 14:30 ENGENGLive Semiotics
Accessing the worlds of cultural influencers
Semiotics is constantly engaging with digital culture as it seeks to identify emergent codes in culture and communications. However, until now no one seems to have used, to a significant extent,… Read more
Live Semiotics
Accessing the worlds of cultural influencers

Gemma Jones

Semiotician
Space Doctors
UK
Read more
Gemma Jones
, Space Doctors, UK

14:30 - 14:50 ESPESPHeineken Goes Mobile in Emerging Markets
Heineken, one of the world’s largest beer brands, has deep roots in Africa, Algeria, Egypt, Tunisia and The Middle East. In traditional markets like North America and Western Europe, growth… Read more
Heineken Goes Mobile in Emerging Markets

Miguel Ramos

Subject Matter Expert of Mobile Solutions
Confirmit
UK
Read more
Miguel Ramos
, Confirmit, UK

14:50 - 15:00 Q&A
Creativity Circuit
15:00 - 15:05 Introduction by session chair
Guillermo Oliveto, W, Argentina
15:05 - 15:30 ESPESPResearch Incorporated
Enhancing market research usability through strategic creativity
We keep hearing that research needs to be sexier. Well it’s time to make that happen! Across industries and clients, time and again, the full power of great research remains unlocked and unused.… Read more
Research Incorporated
Enhancing market research usability through strategic creativity

Carola Verschoor

Founder
groh!
Netherlands
Read more
Carola Verschoor
, groh!, Netherlands

Kees Elands

Founder and CEO
TrendsActive
Netherlands
Read more
Kees Elands
, TrendsActive, Netherlands

15:30 - 16:00 Networking break
16:00 - 16:30 ENGClosing keynote speaker
ENGCreative Planet
Creativity is the very essence of marketing, the fuel for strong brands, and a spirit that propels business as whole. It’s potent stuff. But what we have known as creativity in the advertising… Read more
Creative Planet

Orlando Hooper-Greenhill

Director of Global Planning
JWT
UK
Read more
Orlando Hooper-Greenhill
, Director of Global Planning, JWT, UK

16:30 - 17:10 ENG/ESPDiscussion
Creativity Circuit - The Grand Debate

A high profile panel exploring Latin America as one of the most creative regions in the world: from Hollywood to Cannes, from Rio to Tokyo, from Berlin to Buenos Aires!

Invited personalities from the creativity circuit will debate on how creativity could impact research and whether creativity can revamp traditional research techniques.



Moderated by:
Guillermo Oliveto, W, Argentina

Participants:

Carlos Pérez

President
BBDO
Argentina
Read more
Carlos Pérez
, BBDO, Argentina

Maxi Anselmo

President & Founder
Santo
Argentina
Read more
Maxi Anselmo
, Santo, Argentina

Orlando Hooper-Greenhill

Director of Global Planning
JWT
UK
Read more
Orlando Hooper-Greenhill
, Director of Global Planning, JWT, UK

17:10 - 17:20 Programme summary
Guillermo Oliveto, Programme Committee Chair
17:20 - 17:30 Closing

Dan Foreman

ESOMAR President
ESOMAR
UK
Read more
Dan Foreman
, ESOMAR President

17:30 - 18:00 Farewell drinks
Print

Presentation abstracts

Thursday, 3 April

Firestarter

ESP

Latin America Inside Out
Past, present and future!

Constanza Cilley, Executive Director, VOICES!, Argentina
Marita Carballo, President & Co-Founder, VOICES!, Argentina

In the past decade, Latin America has experienced a period of resurgence, with strong growth and improved social outcomes. This presentation comprises an analysis of the main implications of this growth focusing on the political, consumer and social arenas and includes a fourth factor - the brand Latin America., How has this growth impacted the opinion that Latin Americans and the world have on the region? 
Based on regional and worldwide systematic polls, this presentation will provide international comparisons, bringing insights, a better understanding and guidance for strategic planning in the region. Get ready for original insights from the expert voices of the region.

Branding Capsule

ESP

The Top 50 Most Valuable Latin American Brands
How can we optimize our financial value from our bond with the consumers?

Martin Schijvarg, Account Director, Millward Brown, Argentina

Facing a global economic crisis context, where many competitors have shrunk their revenues, Latin America shows very strong brands, which help reduce the impact on unfavourable macroeconomic conditions. How is this possible? Which are the common characteristics? Which brands have been consistent over time, being able to boost brand value?

Latin America, Latin World!

ENG

Kids of Today and Tomorrow
A global and regional close-up on the youngest millennials

Carlos Garcia, Senior Director of International Research and Insights, Viacom International Media Networks, USA
Jo McIlvenna, Director, Jo McIlvenna, UK
Noel Gladstone, Vice President R&D Latin America, Viacom International Media Networks, USA

Research shapes our brands, inspires our content and helps us communicate with our audiences. Nickelodeon has undertaken the most detailed, far-reaching analysis to date of 9-14 year olds. Given the geographic scope of the study, we provide in-depth understanding of kids in Latin America, and contrast them both with kids both globally and in other emerging markets. This study is a definitive guide to the generation who will take us into the future: by understanding their hopes, fears and expectations, the things that worry them or make them happy and the values they hold dear, we can ensure that everything we do, from content creation to platform development, is in tune with the needs and tastes of this emerging demographic, allowing us to fully engage with Latin America’s ‘Kids of Today and Tomorrow'.

ENG

World Cup: Is it a Good Idea?
Exploring the degree of Brazilians’ optimism

Cristiane Coradi, Director, MC15, Brazil
Nelsom Marangoni, Executive Director, MC15, Brazil

When Brazil was chosen as the location for the 2014 World Cup, everyone cheered. Brazil was successful and a country of the future. The event would be important not only for the economy, but an opportunity for companies and their brands to showcase themselves. Now, less than one year before the event, there have seen a series of situations which have not only saddened and disappointed the Brazilian people, but have also weakened global confidence in the country’s ability to host such a large scale global event. What will happen with the sponsors and will they be affected by this pessimism? How do we communicate the brands in this scenario and how can we ensure things change to get the world ready for a Brazilian World Cup?

ENG

Beyond Brand Tracking
Coca-Cola and the 2014 World Cup

Flavio Marcondes, Knowledge & Insights Senior Manager, Coca-Cola, Brazil
Gabriel Aleixo, Managing Director Latin America, BrainJuicer, Brazil

Coca-Cola, as one of the global sponsors of the 2014 FIFA World Cup in Brazil, engaged in discussions with BrainJuicer to develop and implement a tool for the continuous tracking of their integrated communication plans, which would be able to measure the effectiveness and contribution of each campaign, of each medium within the campaigns, and their impact on brand equity and consumption. This presentation demonstrates how an emotional approach to measuring campaign effectiveness was able to produce actionable results which allowed Coca-Cola to optimise their strategies, understand the importance of different media for campaigns as well as quickly react to extreme market conditions, focusing on relevant brand indicators that translated what was happening in the market in a powerful way.

Market Analysis Capsule

ENG

From BoP to Emerging Middle Classes in Latin America

Scott Rencher, Director Latin America, Euromonitor International, Chile

The Bottom of the Pyramid represents an exciting target segment for many consumer goods companies - in Brazil alone there are 2.2 million households with a disposable income below US$2,500. In order to reach these consumers, businesses must first of all understand who these consumers are and what they want, alongside the transition to emerging middle classes. The key to success is to learn from the experiences of other companies operating successfully both in the region and globally.

Business First: Competitive Leadership

ESP

Leadership Imperative
Regional positioning strategy of Zurich Life LatAm

Fernando Moiguer, CEO, Compañía de Negocios Moiguer, Argentina
José Maria Orlando, CEO, Zurich Life LatAm, Argentina

Latin America is economically thriving, however the region misses a conceptual framework to organise business in the new economy. With a consumer confidence crisis eroding institutions and, and the exclusion of income from am emerging middle class from the financial system, Zurich Life was motivated to reposition their brand repositioning to focus on three key imperatives:
Leadership, Renovation and Identity. Learn how Zurich Life Latin America used strategy definition to re-establish their business division in a thriving region.

ESP

The Most Effective Promotion
A comparative study across Latin American markets

Juan Tello, Director Americas, SKIM, Costa Rica
Manuel Martínez Zamora, Gums & Candies Consumer Insights & Strategy Associated Director, Mondelēz International, Brazil

LATAM-based companies are usually pressed to do more with less, managing frugal operations with ever tightening budgets. Marketing managers are requested to allocate their marketing dollars more efficiently to instigate change in consumers and gain incremental users to their brands; however, the available body of knowledge on promotion effectiveness is often incomplete, disaggregate, and sometimes anecdotal. SKIM takes on the challenge of systematically measuring and comparing the effectiveness of 20+ types of promotions across 5 countries in the Americas, for two CPG product categories. To add a fundamental layer to our understanding of what works and doesn't work in LATAM markets, we aim to identify key underlying behavioral economic principles driving the success of certain promotions.

ESP

From Colombia to the World

Carolina Mejia, Founder and CEO, Inspired Active Knowledge, Colombia
Cristina Garces, Innovation & Corporate Manager, Laboratorios La Sante, Colombia

Via a case study, this session will examine the development process of an innovation concept of a Colombian Company that is now multi-LATAM. Lasante is developing innovation platforms for all Latin countries in an effort to be competitive against multinational competitors with several years of presence. This case study shows the power of methodological integration as an answer to the client question by creating methodologies that answer each one of the business questions in an integral way. This session takes us on a trip from the general exploration of a category to the construction of insights and concepts in cooperation with the client in co-creation meetings to the finish with a concept-recycling model and finally, a winning concept in each Latin American country.

ESP

Guest speaker

From marketing to culturing
Marketing transformation and the evolution of the market researcher

Esteban Socorro, VP Strategic Planning & Insights Latin America, Coca-Cola, USA

This presentation explores a new marking approach from a global brand while assessing the evolved role of the market researcher in the current business context. An insightful and innovative journey from traditional marketing to emerging culturing, from classic functions to modern roles, from standard models to new mindsets!

Friday, 4 April

Latinnovation: The Digital Ecosystem

ESP

From Orkut to Instagram
The evolution of social media usage by LATAM consumers in the last 3 years

Iván Casas, CEO and Co-Founder, eCMetrics, USA

A lot has been said and written about social media consumers, but few empirical longitudinal studies have been done on them in Latin America. Through this study, we will see how in the past three years, important changes have occurred in the way Latin American consumers interact with brands through social media and mobile devices. We will explain this evolution not only in terms of frequency of usage but also in very specific attitudes and behaviour which challenge the traditional methodologies that are used more than 90% of the time by market research firms in LATAM to understand these new consumers. 95% of internet users in LATAM access social networks, 100% of them have mobile devices and many of them use these to interact with brands. So how should we use the mobile devices to better understand the consumers?

ESP

The New Multi-Screen World
Understanding cross platform consumer behaviour

Daniel Finder, Managing Director, Ipsos, Argentina
Gonzalo Barbieri, Spanish Latin America Advertising Research Manager, Google, Argentina

"From smartphones and tablets to laptops and television, 90% of all media interactions [in the USA] today are screen-based. We took a closer look and discovered that there are two distinct ways people move among screens to get stuff done: simultaneously and sequentially. This study shows how these two modes of interaction trigger specific behaviours such as online shopping, and which devices people are using at the various stages of these interactions." (New Multi-Screen World, partner of Ipsos). Our aim is to get a deeper knowledge about this consumer in Argentina, as well as other countries in Latin America, and also make some comparisons to developed countries, such as USA, Spain and Australia.

ESP

Watch, Play, Live
The life of a sport fan in Latin America

Cynthia Rivera, Research Director, ESPN, USA
Karina Besprosvan, Research Insights & Analytics Regional Director, Omnicom Media Group, Chile

We want to share with the audience our findings regarding how important sports are to people’s lives; How the way that people engage with sports has evolved from a simple "match watched” for one or two hours, to a more participative way of "playing it with friends” for two to four hours, to becoming a way of life, where people engage with sports 24 hours a day, following players, teams and scores from different devices. This evolution is very important to brands too.
With the on-air mobile methodology, we wanted to be in the moment while people watched their favourite games, and shared with us their passions, how and where they were watching, with whom, what they thought, and/or remembered most. This presentation will bring an innovative way of doing sports research in Latin America, with lot of references to our findings.

Latinnovation: The Session Continues

ESP

New Generation Brands
How to use consumer voices to position our brands

Federico Barallobre, Consumer Strategy & Insights – Manager South Cone, PepsiCo, Argentina
María Luz Moreno, Consumer Strategy & Insights, PepsiCo, Argentina
Natalia Gitelman, Research & Consulting Head, DatosClaros, Argentina

We will describe the case of the cookie brand Toddy, which managed to transform a problem (product scarcity/complex production context) into an opportunity to position the brand and connect with its target market. The marketing team took advantage of the digital medium as a strategic tool to listen to Latin American adolescents, find out more about them and take action based on these insights. Learn how you can do the same.

ESP

Twitter: The Motivation to Follow a Brand

Andrea Durán, Research Consultant, OMD, Colombia
María Angélica Aya Zárate, Research Manager, OMD, Colombia

The purpose of this research is to provide qualitative content analysis of motivation as a relevant category in the relationship between user and brand - in the Twitter context. One hundred Twitter profiles were downloaded, for the researcher’s convenience, with consent from the users, and two hundred surveys were conducted on Colombian millenials (19 to 30 years old) who are Twitter users and follow a brand. This study focuses on visualising the motivations, needs and expectations of Colombian Twitter users, as well as why they follow a brand.

Online Research Capsule

ENG/ESP

Carola Alvarez, Subgerente, Telefonica (Movistar), Chile
Cristobal Baeza, Senior Analyst, Telefonica (Movistar), Chile
Germán Loewe Durall, CEO, Netquest, Spain
Piet Hein van Dam, CEO, Wakoopa, Netherlands

Online Advertisement is a huge opportunity for brands to communicate with their target audiences in an increasingly sophisticated way. In the mean time, ad researchers are innovating more and more to keep the pace of this rapidly changing industry. One such innovation is the ability to passively collect behavioural data from members of an online access panel in order to audit online ad campaigns, but the question arises on whether this data is significantly different from cookie-based data, when the latter are obtained also from an online access panel with identified profiles. An important question thus emerges: should companies Cookie or Clickstream? And why? Here we provide a clear and in-depth answer to these questions, based on a real case study conducted at Movistar Chile.

Latinnovation: The Mobile Ecosystem

ENG

Live Semiotics
Accessing the worlds of cultural influencers

Gemma Jones, Semiotician, Space Doctors, UK

Semiotics is constantly engaging with digital culture as it seeks to identify emergent codes in culture and communications. However, until now no one seems to have used, to a significant extent, specific digital tools for semiotic research. This presentation aims to introduce an app for semiotics and includes a case study finding the freshest premium dining experiences across the Atlantic for Virgin Atlantic. This is ground-breaking in taking semiotics away from its familiar terrain of expert desk-based research and into direct interaction with target consumers and 'cultural influencers'. The presentation will show the specific applicability of this digital methodology to a creative, networked youth market like LATAM.

ESP

Heineken Goes Mobile in Emerging Markets

Miguel Ramos, Subject Matter Expert of Mobile Solutions, Confirmit, UK

Heineken, one of the world’s largest beer brands, has deep roots in Africa, Algeria, Egypt, Tunisia and The Middle East. In traditional markets like North America and Western Europe, growth rates are stagnant. Emerging markets, like Africa and Tunisia, have a relatively low consumption rate but a high growth rate; it has become clear that these are the new battlegrounds for beer. It is of crucial importance to win mindshare and develop brand awareness and loyalty. Heineken is a shining example of utilising mobile technologies to achieve this goal.

Creativity Circuit

ESP

Research Incorporated
Enhancing market research usability through strategic creativity

Carola Verschoor, Founder, groh!, Netherlands
Kees Elands, Founder and CEO, TrendsActive, Netherlands

We keep hearing that research needs to be sexier. Well it’s time to make that happen! Across industries and clients, time and again, the full power of great research remains unlocked and unused. Yet, research has a story to tell and in this presentation we will share with you several cases in which clients succeeded in taking research beyond the standard report into more practical, shareable, visually attractive and contextually relevant formats that made an impactful difference in decision making. Get ready for a unique experience with a high dose of creative energy and know-how in the delivery of research findings.

ENG

Closing keynote speaker

Creative Planet

Orlando Hooper-Greenhill, Director of Global Planning, JWT, UK

Creativity is the very essence of marketing, the fuel for strong brands, and a spirit that propels business as whole. It’s potent stuff. But what we have known as creativity in the advertising industry is changing fast. We need to reconsider not just what is creative, but also where it comes from. The creative planet is shifting shape; what does this look like and what does this mean?

The presentation looks at data from the winners of Cannes Lions since 1990. We can explore the patterns in international creativity, where it has been, and where it is heading.

Firstly this shows a huge change in how we think about what is creative. Modern creativity is multi-faceted, complex and interconnected.

Secondly this shows the geographical influence is changing quickly, in particular over the last 10 years. The shape of the creative planet in 2013 shows that the USA is still a dominant player, the UK is strong but on a downward trend and competition from Europe and Australia is intense. But the big news is that developing markets are chasing fast, and in some cases taking the lead. Brazil has been rising quickly, and now India, Argentina, and the UAE are becoming very influential.

This story will be supplemented with case history examples of award winning cases from around the world.

The creative planet presentation is about how the shape of the whole world is changing, but it can also be focused in more depth on specific markets, or regions as appropriate.

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Speaker/authors

Closing Keynote Speaker

Orlando Hooper-Greenhill

Orlando Hooper-Greenhill

Director of Global Planning, JWT, UK

Orlando Hooper-Greenhill joined JWT in 2008 and leads JWT’s approach to planning on global brands and their communications around the world. In this role he is primarily concerned with how international brands work in the places they operate. Orlando has many years experience working with blue chip brands across multiple sectors from laundry to financial services to alcoholic beverages, and he currently leads the planning worldwide on HSBC and Kit Kat. During his career, Orlando has been a keen advocate of effectiveness, constructing several programmes with clients to help raise the profile of effectiveness within organisations and has been a regular winner in effectiveness awards. Before joining JWT, Orlando worked at BBH, specialising in global brands, and spent 12 years at several other advertising agencies including his own. Before working in advertising, Orlando spent several years working in market research.

Guest Speaker

Esteban Socorro

Esteban Socorro

VP Strategic Planning & Insights Latin America, Coca-Cola, USA

Esteban specialises in market research , marketing and strategic planning sociologist. He currently serves as vice president of strategic planning and insights for Coca -Cola Latin America. Esteban is co -author of several papers of social and market research.

Speaker at various conferences such as: 1st Congress SAIMO Market Research , Buenos Aires, 2004 . Global Forum of ESOMAR , New York, 2005 ; Jury ESOMAR Congress "Brand Matters" , New York, 2006 ; Committee member at the International Congress of ESOMAR Qualitative Research , Paris, 2007; Speaker at the Global Congress ESOMAR , Monteral , 2008.

Esteban studied Sociology at the University of Buenos Aires, his first career steps performed in Melnik Burke, then he moved to Kraft in 1995. Since 1996 at Coca -Cola, playing roles as Director of Market Research for Latin America (South) , Global Head of Consumer Insights in Atlanta, and Director of Trademark Coca -Cola TM for Latin-South America.



Alejandro Garnica

Alejandro Garnica

Executive Director, ARIA Alliance, Mexico

For more than three decades, Alejandro has worked in applications of research and planning in areas such as mass communication, media, advertising, markets, branding. Among other activities, Alejandro currently directs ARIA (Americas Research Industry Alliance), a joint effort by nine National Associations of North and South America. He received a B.A. in Communication Theory and Research (UIA, Mexico), a Diploma in Political Marketing (ITAM, Mexico) and a Master’s Degree in Marketing and Communication (UOC, Barcelona). He recently co-authored a book with Rubén Jara, entitled Medición de audiencias de televisión en México, the first volume about television ratings in Mexico.

Andrea Durán

Research Consultant, OMD, Colombia

Andrea began as a psychologist from the Pontificia Universidad Javeriana, moved to the Instituto Pensar Colombia as a researcher, and then became a consumer analyst at OMD Colombia with specialization in design, application and interpretation of psychological tests.



Carlos Garcia

Carlos Garcia

Senior Director of International Research and Insights, Viacom International Media Networks, USA

Carlos has 10+ years of marketing and advertising research experience in the entertainment business throughout different markets. Appointed to his current role in October 2011, he directs all research efforts for Nickelodeon globally. He joined Viacom in 2002 as Research Manager for Mexico, then moved to Sao Paulo in 2004 to launch Viacom’s research efforts in Brazil and Argentina, before moving to Miami in 2005 as Senior Director Business Solutions across Latin America. Carlos holds degrees from MBA Instituto Panamericano de Alta Dirección de Empresa IPADE, Sociology Post Graduate Degree Universidad Autonoma Metropolitana, and B.A Advertising Centro de Estudios Universitarios Publicidad Arte Radio y Television.



Carlos Pérez

Carlos Pérez

President, BBDO, Argentina

Carlos is one of the most prestigious Argentine creative directors of the last 15 years. He started his career at Casares Grey and in 2001 headed the launch of BBDO Argentina. Carlos Pérez was selected by Adlatina as one of the 20 most influential Latin creatives of the decade and in 2011 was among the 100 most admired businessmen of Argentina, according to MERCO. During his career he has been awarded more than 30 Cannes Lions. Today, Carlos Pérez is a member of the BBDO Worldwide Creative Board.

Carola Verschoor

Carola Verschoor

Founder, groh!, Netherlands

Groh! is the creative innovation agency where Carola is an expert in insights, innovation and creativity. She was previously managing director of the Dutch office of BrainJuicer as well as Head of Strategy and Innovation leading BrainJuicer’s Juice
Generation practice. Previous to these roles, Carola held marketing positions at local and global levels at Sara Lee, Kraft Foods, The Coca-Cola Company and Danone. Carola is a native of Buenos Aires, Argentina.



Carolina Mejia

Carolina Mejia

Founder and CEO, Inspired Active Knowledge, Colombia

Carolina is a psychologist with business administration and consumer behavior studies as well as a 14 year background and experience in various marketing research agencies and companies. In her current role Carolina investigates and brings to the company the best and most innovative research techniques and tools adapting them to actual needs and generating strategic knowledge for the clients and for the different business units and countries where the company she founded has presence. Carolina is also a teacher at major universities in Colombia and has participated as a lecturer in various seminars and congresses.



Constanza Cilley

Constanza Cilley

Executive Director, VOICES!, Argentina

Constanza’s practice has focused on macro trends in society. She has been coordinator of the Voice of the People worldwide poll for more than five years in 60+ countries (VOICES! is part of the WIN/GIA network). Constanza has particular interest in cross-country analysis. She worked for 10+ years in TNS Argentina and in the last position as General Manager. Constanza has a strong presence in the industry, a regular presence in media, and is coauthor of several publications, the latest covering topics such as consumption among youth, globalization and public opinion in Latin America. She is a graduate in Law and has Postgraduate Studies in LSE, LBS & Columbia University.



Cristiane Coradi

Cristiane Coradi

Director, MC15, Brazil

Cristiane started her career almost 20 years ago, working in the Marketing, Strategic Planning and Marketing Research areas of players such as Philips, TBWA, Indicator GfK and Ipsos.
During the last eight years she has worked as a Group Director, responsible for training and developing methodologies, and with substantial experience in Communication, Innovation, Branding and Retail.
Cristiane has been affiliated with MC15 since 2013 and is responsible for planning and accounting clients and projects analysis.
She majored in Social Communication and Marketing at ESPM.



Cristina Garces

Cristina Garces

Innovation & Corporate Manager, Laboratorios La Sante, Colombia

Cristina is a business administrator with 15 years of experience in Marketing.
She is a passionate about innovation and is very knowledgeable of these processes.
For years she has been the leader of brand building endeavors and new product launching, among other marketing processes.
Today Cristina is the Corporate Manager at La Sante, a pharmaceutical lab with presence in Colombia, Ecuador, Venezuela, and other countries.
She has lived in several different countries thereby obtaining a general overview of the Latin American culture. She continues to reach out to consumers for guidance.



Dan Foreman

Dan Foreman

ESOMAR President, ESOMAR, UK

Dan Foreman has been in the research business for 20 years, building businesses across Europe, Asia Pacific and The Americas. He specialises in emerging technologies and developing markets, having helped organisations grow from start-up to sale. Outside research, Dan is a Non-Executive Director of a publishing business and a precision engineering company. He lives in Royal Tunbridge Wells with his wife and two children.



Federico Barallobre

Federico Barallobre

Consumer Strategy & Insights – Manager South Cone, PepsiCo, Argentina

Federico has more than 14 years of experience in Consumer & Shopper insight roles at market research companies (working for Unilever, Kraft, SCJ, Coca-Cola, Ferrero, Bayer) and at major retail companies (Danone and Pepsico).
He has vast experience in consumer understanding in the main countries of Latin America (Brazil, Argentina, Chile, Venezuela and Colombia) focused on the innovation process inside companies.
He is passionate about brand equity generation towards non-conventional ways. Federico holds a B.A. in Business Administration and a Master’s in Marketing.



Fernando Moiguer

Fernando Moiguer

CEO, Compañía de Negocios Moiguer, Argentina

Fernando is an expert in branding and business strategy and utilizes this expertise at Moiguer-Compañia de Negocios, a consulting agency integrated by an interdisciplinary team of professionals who build, articulate and implement brand and business strategies along with directors and CEOs of the leading companies in Latin America.
Passionate about the academic world, Fernando is professor of Strategic Marketing in the Masters of Marketing and Communication at the Universities of San Andrés and Buenos Aires.
 Brands, behavioral economics, consumer issues and paradigms are regular topics in his presentations at in-company trainings and local, regional and international conferences. Nowadays, he is a benchmark in the analysis of new idiosyncrasies.



Finn Raben

Finn Raben

Director General, ESOMAR, Netherlands

Finn Raben is an Irishman who was born in the Far East and grew up in Europe and the Middle East. He went to university in the Netherlands and Ireland, is an Honours graduate in Languages, with Post-Graduate degrees in Business Administration & Marketing Management and speaks four languages fluently. He has spent most of his working career in Market Research. Raben’s career started at Millward Brown IMS in Dublin, followed by AC Nielsen. At TNS, he firstly turned around the ailing Irish business, and subsequently instigated the Global Accounts programme, working with a number of major global clients, including Procter & Gamble, McDonald’s and Microsoft as Global Director of Planning and Coordination for Key Accounts. Most recently at Synovate, Finn was CEO of Southern Europe where he was responsible for integrating and harmonising the many companies acquired in the region, into the Synovate offering.

Flavio Marcondes

Knowledge & Insights Senior Manager, Coca-Cola, Brazil

Flavio holds 14 years of experience in the market research industry, having worked in various companies such as Research International, Unilever and the Grupo Pão de Açúcar. Since 2005, Flavio works for Coca-Cola Brazil, in the Knowledge & Insights team, responsible for contributing in many areas of the business, from product innovation to communications development and branding.



Gabriel Aleixo

Gabriel Aleixo

Managing Director Latin America, BrainJuicer, Brazil

Gabriel began his marketing career in Brazil, working in multinational consumer goods for over 10 years, where he managed the areas of brand communication, online marketing, CRM and market intelligence. He had professional experience in Hamburg and Paris, where he was responsible for the areas of interactive and digital marketing of Beiersdorf. His history with market intelligence began on the client side, still in Breiersdorf, and then as Marketing Services Director at Philips for Latin America. Currently, Gabriel is the Managing Director of BrainJuicer Latin America. Gabriel is graduated in communications with an MBA in e-Business by ESPM Sao Paulo.



Gemma Jones

Gemma Jones

Semiotician, Space Doctors, UK

Gemma has worked as a semiotician at Space Doctors since 2011. She has worked across a broad spectrum of global brands and categories. Her research interests lie in digital culture and global youth culture. Recent commercial projects include a study of the Born Free generation in South Africa and ideas of hybridity, mobility and individuality in digital culture. Gemma has also been leading Space Doctors’ innovation in digital research tools and platforms.



Germán Loewe Durall

Germán Loewe Durall

CEO, Netquest, Spain

Germán is PhD in Decision Theory and founder and CEO of Netquest, the leading online panel provider for the market research industry with offices in 6 countries and with more than 450,000 consumers willing to give their opinions in 19 countries of Latin America, Spain and Portugal. He is also member of the editorial board of the journal Research and Marketing published by AEDEMO (the Spanish Association of Market Research, Marketing and Opinion) and member of ESOMAR.

He is lecturer at IESE Business School, continuing his profuse academic career which has led him to be lecturer on several occasions during the last 10 years.

Over the past year, he has driven the creation of a close collaboration with the RECSM a research group that belongs to the Pompeu Fabra University (Barcelona), with the aim of helping companies to improve the reliability of online surveys.



Gonzalo Barbieri

Gonzalo Barbieri

Spanish Latin America Advertising Research Manager, Google, Argentina

Gonzalo currently leads Market Research for Google in Spanish Latin America, understanding digital advertising and its role in the media mix efficiency, particularly for building brands. Before joining Google in November 2012, Gonzalo worked 8 years at Procter & Gamble. As Market Research Manager for P&G Latin America, he established a set of regional models that enabled measuring Marketing Trade activities and their Return Over Investment. Before that role, he was in charge of Market Research for all the different P&G product categories in Argentina, leading multiple research over Brands, Shopper and Consumer Marketing.



Iván Casas

Iván Casas

CEO and Co-Founder, eCMetrics, USA

Before founding eCMetrics, Iván headed the Strategic Insights and Planning Department for Turner-Time Warner Latin America. With over 20 years of Strategic Marketing and Market Research experience in diverse industries and regions (Europe, Latin America, USA), he has lead (in various functions) more than 1,000 online and digital research studies for the LATAM, Iberian and US Hispanic Markets. Iván has been a speaker at various international congresses and events (ESOMAR, ABA, ABEP, IIR and others) and holds a BS in economics and an MBA from North Carolina State University.



Jo McIlvenna

Jo McIlvenna

Director, Jo McIlvenna, UK

Jo Mcllvenna is the director of a media consultancy that provides high quality, insightful and actionable research and analysis in the media environment. Particular areas of expertise are co-ordinating and reporting on multi-country projects, channel development and audience segmentation. The consultancy offers full-service qualitative research as well as directing and analysing quantitative studies. Jo has 25 years’ experience, working in both research agencies and broadcasters (Broadcast Analyst for BBC Two and Head of Planning & Research at UKTV).



José Maria Orlando

José Maria Orlando

CEO, Zurich Life LatAm, Argentina

José joined Zurich Life LatAm in the early 2000s as CFO (Chief Financial Officer), and since January 2005 has served as Director of Corporate Development. José has a substantial background in the financial market. He was previously CFO and Head of Global Markets for Deutsche Bank in Argentina, and held various management positions at BankBoston, which included destinations in London and Boston.



Juan Tello

Juan Tello

Director Americas, SKIM, Costa Rica

Juan joined SKIM in 2008, where he manages a growing team providing advanced discrete choice modeling solutions and answers to a range of clients within CPG, durables, and consulting industries. After five years building the team and business in North America, he seeks to continue expanding the business in Latin America, with two new offices in Brazil and Costa Rica.



Juan Carlos Tejada

Juan Carlos Tejada

Socio-Gerente, SAIMO, Argentina

Juan Carlos has a Bachelor's Degree in Sociology. He is Professor of Social Sciences and President of Sondeo/Jefferson Davis. Besides this, he is also President of SAIMO (Argentine Society of Marketing and Opinion Research).



Karina Besprosvan

Karina Besprosvan

Research Insights & Analytics Regional Director, Omnicom Media Group, Chile

Karina’s position, based on Miami and reporting to the CEO LATAM, coordinates & supervises 20 countries and over 30 operations across Latin America & Caribe. She is responsible for the integration of analytics, media tools and research methodologies to better understand big data challenges to enhance the client’s ROI. She developed a trend laboratory “The observatory” in order to follow consumer and media trends. She also promotes partnership seminars and media vendors’ initiatives to position the company on a regional scale in the forefront of media research.



Kees Elands

Kees Elands

Founder and CEO, TrendsActive, Netherlands

TrendsActive is an agency that helps organizations to innovate with the help of sociocultural trend-research. Kees is an expert in the interpretation of trends into innovative concepts and works with various local and global organizations in diverse sectors. He also founded an executive course at Utrecht University on the strategic usage of sociocultural trends.



Manuel Martínez Zamora

Manuel Martínez Zamora

Gums & Candies Consumer Insights & Strategy Associated Director, Mondelēz International, Brazil

Manuel joined Mondelez in 2013, where he manages a team responsible forbuilding the LATAM regional strategy for Gums & Candies andintegrating relevant market, consumer and shopper insights into the business.

With more than 10 years of CPG industry marketing experience, Manuel started his career at Procter & Gamble in Venezuela, being responsible for business analysis and market measures for Central America and Andean countries. Later on, he relocated to P&G Brazil where he set up and led the shopper, foresight, and strategy department for the local and regional operations.



Maria Braun

Maria Braun

President, WAPOR Latin America, Argentina

Sociologist UBA, Master in Urban Development, University College London (UCL). Founding member and President of MBC - MORI market and opinion research company in Argentina. Former professor at UBA and FLACSO and board member of SAAP and SAIMO. Currently, Maria is President for the Latin American chapter of WAPOR and Editor of the Latin American Public Opinion Magazine.

María Angélica Aya Zárate

María Angélica Aya Zárate

Research Manager, OMD, Colombia

Angelica is a media research specialist. Her experience as a researcher started 13 years ago as a consumer analyst in media industries, later becoming a media planner. Since that experience her passion has focused on the opportunities that the contemporary digital landscape provides for research. Angelica has a Master’s degree in European communication studies with specialization in media research techniques (University of Amsterdam).



María Luz Moreno

María Luz Moreno

Consumer Strategy & Insights, PepsiCo, Argentina

María is experienced in understanding Latin American consumers, first in the role of consultant and later at major retail companies, as well as in consumer and shopper insight roles. Analytical and results-oriented, she tracks new trends that contribute to consumer understanding in order to detect insights that provide strategic data for business. María holds a B.A. in Marketing.



Marita Carballo

Marita Carballo

President & Co-Founder, VOICES!, Argentina

Before her current role as President and Co-Founder of VOICES!, Marita was President of Kantar Latin America. From 2003-2008 she was Global Head of TNS's political & social sector based in London. From 1979-2001 Marita was President and CEO of Gallup Argentina, and Head of the UCA Sociology Department. She was Board Director of GIA and in 2003 was voted Honorary Member. She integrated key positions in different organizations, such as the Comparative Sociology Committee of the International Sociological Association, the Chair of the Liaison Committee at WAPOR, and the ISSC Executive Committee (a UNESCO organization). Marita is an “Academic Numerary” of the Social & Political Academy of Argentina & of the National Academy of Education.



Martin Schijvarg

Martin Schijvarg

Account Director, Millward Brown, Argentina

Martin has more than 10 years of experience at Millward Brown. His area of expertise is the analysis of the influence marketing actions can have on the brand’s health, providing analysis for several markets, such as Argentina, Uruguay, Paraguay, Peru, Chile, Brazil, Bolivia, Colombia and Mexico. Martin has worked in various sectors at Millward Brown such as mass market, services and TV channels. He was in charge of the last BranZ Top 50 Latin America Brands event last year. Martin has a Bachelor’s degree in Business Administration and a Postgraduate in Marketing by the University of Buenos Aires.



Maxi Anselmo

Maxi Anselmo

President & Founder, Santo, Argentina

Maxi is one of the most recognized Latin American advertising creatives. He was part of the legendary Agulla & Baccetti, he worked in Europe for a while and 8 years ago he founded in Buenos Aires his own company: Santo, a leading Argentinian agency who works for brands such as Coca Cola China and more recently the Danish beer Carlsberg. Santo is a frontrunner in advertising creativity, from Argentina to the world!

Miguel Ramos

Miguel Ramos

Subject Matter Expert of Mobile Solutions, Confirmit, UK

Miguel Ramos is Subject Matter Expert of Mobile Solutions at Confirmit, UK. With more than 15 years’ experience in mobile technologies, quality assurance and technology strategy and implementation, Miguel leads Confirmit’s Mobile practice in the EMEA and Asia Pacific regions, developing mobile solutions for both Voice of the Customer (VoC) and Market Research. In this role, Miguel works with organisations to design, implement and deploy mobile feedback and research strategies that maximise response rates and generate ROI across a range of industries. He has extensive international experience in managing projects for the telecommunication and finance industries and has an excellent track record in delivering projects that drive results. Miguel holds an MBA from Durham University (UK).

Natalia Gitelman

Natalia Gitelman

Research & Consulting Head, DatosClaros, Argentina

Natalia has supervised numerous market research and public opinion projects for companies and institutions in Argentina and Latin America. As author of the book “Social networks and companies” (Ed. Errepar, Argentina, 2012), she is a well-known research professional specializing in digital media topics and user of state-of-the-art on-line research methodologies. Natalia has lectured extensively on the internet and social networks boom as well as on the innovative usage of on-line research techniques at congresses and seminars. Natalia holds a B.A. in Sociology and Máster of Economic Sociology.



Nelsom Marangoni

Nelsom Marangoni

Executive Director, MC15, Brazil

Since 2012 Nelsom is the Executive Director of MC15, responsible for its positioning, focus on information integration, services and people. Nelsom has worked in marketing research since 1974. He was Chairman of the Ibope Group Developing and Business Strategy between 2010 and 2011, and previously, Ibope Inteligência and Research International CEO.
He also was chairman of the Brazilian marketing research association ABEP and later chairman of the Self-Regulation committee of ABEP. He majored in Psychology at São Paulo University.



Noel Gladstone

Noel Gladstone

Vice President R&D Latin America, Viacom International Media Networks, USA

Noel Gladstone has several years of experience in international research across global markets for kids TV & Entertainment brands and is currently directing and managing the research & development function for MTV Networks Latam, including MTV, Vh1, Comedy Central & Nickleodeon, for Latin America & Canada. Born & bred in London, has lived & worked extensively overseas, in Sydney, Cologne & now Miami.



Patricio Pagani

Patricio Pagani

Company Director, Infotools, New Zealand

Patricio Pagani is a Company Director at Infotools—a leading provider of research services and software tools for some of the world’s largest companies—where he is responsible for client development and product innovation. Previously with Coca-Cola, Patricio joined Infotools to lead expansion of the account to more than 90 countries. Most recently, he managed the growth of Infotools business with Microsoft, and launched the Infotools operation in Latin America.

As President of the New Zealand Market Research Society (MRSNZ) and ESOMAR Representative, Patricio is a frequent speaker at different industry forums, discussing what the future may hold for our research industry. As an Argentinean living in New Zealand, he is quite fond of rugby, but stays loyal to his football.



Piet Hein van Dam

Piet Hein van Dam

CEO, Wakoopa, Netherlands

With a PhD in nonlinear dynamics, Piet Hein evolved to a business developer type CEO. He spent more than 10 years at Unilever and KPMG Consulting in international business development functions. In 2005, he became the managing director of Motivaction International, a Dutch market research agency. In 2011 he joined the internet start-up Wakoopa. The company provides user-centric online audience measurement technology to international market research agencies, advertisers, publishers and media agencies. Piet Hein is a regular speaker at conferences and author of several articles on behavioral data collection. He also provides workshops for market researchers in the area of passive data collection on the internet.



Santiago Kahane

Santiago Kahane

President, CEIM, Argentina

BA in Marketing (UCES – University of Social and Business Sciences). Post-grade in Public Opinion Research (IDAES). He has worked in the commercial/ marketing departments at Walmart, TIA and other retail companies. As a consultant, he has participated in a wide range of commercial projects and training programs. He is currently a Director at DatosClaros, a company that he launched in 2002 with the goal of providing new research methodologies, closer to the new ways people and organizations communicate nowadays. Currently President of CEIM, the Chamber of Market Research Companies in Argentina.

Scott Rencher

Scott Rencher

Director Latin America, Euromonitor International, Chile

Scott is the Country Manager for Euromonitor International’s office in Chile and Director for the Latin America region. He brings fifteen years of experience in strategy research with the last nine years devoted to Latin America. He and his team work with a broad range of organizations from Academia to Government Agencies to Corporations, developing intelligence that underpins long term investments and market development strategies. Scott’s formal education includes an undergraduate degree from DePauw University and an MBA from Universidad Adolfo Ibañez.

Sean Conry

Sean Conry

Vice President Mobile Solutions, Confirmit, Canada

Sean leads a local sales team and a global team of subject matter experts at Confirmit, whose sole focus is to help organizations adopt mobile strategies within their market insights programs. Sean has worked in market research and mobile technology for the last 10 years. An engaging and polished speaker, Sean is recognized in the market research industry, having delivered presentations at global conferences for ESOMAR, CASRO, MRA, MRIA, MRMW, and the QRCA, among others. Sean is a prior President of the BC Chapter of the MRIA, and the inaugural recipient of both the NGMR Disruptive Innovator Award and the MRIA’s Award of Distinction. Sean holds an MBA from the University of British Columbia.


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Hotel & venue

This 1930s-style hotel, located in the heart of Buenos Aires's in the historic and traditional Montserrat district, offers proximity to tango schools, theaters and coffee shops as well as nearby Illuminated Block, Plaza de Mayo and Casa Rosada.

All 309 air-conditioned bedrooms of this 20-story InterContinental feature modern amenities, complimentary newspapers, minibars, safes and well-equipped bathrooms. Rooms are decorated to honor the 1930s and most of them offer city views.

The hotel features 2 bars and 2 restaurants, which are renowned for thier grilled meat and Mediterranean dishes.

The health club and spa invite guests to relax any time in the indoor pool, gym, sauna, steam room and solarium. Massages, shiatsu, personal training and other services can be also provided at guests request.

Go Green

Being a part of the InterContinental Group the InterContinental Buenos Aires is engaged in GREEN Engage development programme committing to responsible and sustainable business. The InterContinental Hotels & Resorts have implemented an innovative online system – Green Engage- that promotes reducing our carbon footprint and overall impact on the environment. In practical terms, this means energy consumption can be reduced by up to 25%. By choosing one of our Green Engage hotels, guests can be assured that they are making a personal commitment to greener and more responsible travel.

Please click here for more information on our Green Engage Programme.

InterContinental Buenos Aires

Address:

InterContinental Buenos Aires
809 Moreno St
Buenos Aires C1091AAQ
Argentina

Telephone: +54 11 4340 7100
E-mail: buenosaires@ihg.com

Hotel & venue's website


Hotel reservation

Click here to access reservation page and select view rooms & rates to book at preferential rate*

* Please note:

  • Preferential room rates are only available to conference delegates.
    ESOMAR does not guarantee the lowest room rate when reserving hotel rooms via our online booking form. Please visit the hotel website to ensure you are receiving the best rate for your stay.
  • Preferential rate is only applicable from 31 March to 6 April 2014. For bookings outside those dates please contact the hotel's reservation department.

Networking evening

Join us at the Netquest Networking dinner on April 3rd, which is hosted by our Latin America Partners.

Netquest

The dinner will take place at:

Salon Puerto Madero
Av. Rawson de Dellepiane 150
Dique 1, CABA
Buenos Aires
Argentina

Buses will leave the hotel InterContinental Buenos Aires from 19:00 hours and will return from 23:00 hours.



Video

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Registration pricing

Please note:
For Argentinian based companies on-site cash payments will be accepted.
Se aceptaran pagos en efectivo de empresas basadas en Argentina.

Member preferential rates: To take advantage of the preferential member rate, you can apply for membership while filling in your event registration. Please note - it is not necessary to apply for membership separately. Once you have registered, both the membership fee (plus one-time administration costs) and reduced member fee will then be applied.

Early Bird rate (until 7 February 2014)
Members
Non-members
Regular delegate (Full Conference) EUR 780 EUR 1250
Regular delegate (1 Day Entrance) EUR 650 EUR 750
Academic* EUR 720 EUR 720
Graduate & Young Professional* EUR 500 EUR 720
Exhibition Stand Personnel EUR 500 EUR 500

* Read the conditions that apply for registration carefully.

Standard rate (8 February 2014 - 7 March 2014)
Members
Non-member
Regular delegate (Full Conference) EUR 1100 EUR 1500
Regular delegate (1 Day Entrance) EUR 650 EUR 750
Academic* EUR 720 EUR 720
Graduate & Young Professional* EUR 500 EUR 720
Exhibition Stand Personnel EUR 500 EUR 500

* Read the conditions that apply for registration carefully.

Late rate (8 March 2014 - 27 March 2014; includes on-site registration)
Online registration open until 27 March 2014,
11:00 GMT. On-site registration is possible.
Members
Non-members
Regular delegate (Full Conference) EUR 1240 EUR 1640
Regular delegate (1 Day Entrance) EUR 650 EUR 750
Academic* EUR 720 EUR 720
Graduate & Young Professional* EUR 500 EUR 720
Exhibition Stand Personnel EUR 500 EUR 500

* Read the conditions that apply for registration carefully.

Cancellation Policy

If you are unable to attend, a substitute may attend in your place. Please note, however, that the status of the replacement delegate (member/non-member) may affect the original fee charged. Cancellations must be received by ESOMAR in writing or you will be considered a No Show (no refund given). All refund claims must be received within 5 working days after the event has been held. The cancellation charges will apply irrespective of whether the registration fees have been paid or not.

The following charges will apply:

  Conference
Until 7 February 2014 No charge.
Full refund given
After 7 February 2014 Cancellation charge:
EUR 400

Cancellation fee can only be waived upon receipt of visa refusal document.

Disclaimer

My enrolment, attendance and/or participation in ESOMAR’s Latin America 2014 constitutes my agreement and understanding that ESOMAR is permitted to photograph, record and use my name, picture, portrait, likeness, voice and statement(s), as well as any compilation(s) that may result there from. I further acknowledge that all photographs, videos and other recordings of me in any media or medium used and taken by ESOMAR are owned solely by ESOMAR and it alone may copyright those materials containing same. ESOMAR has the right to edit the foregoing in any manner it deems appropriate and such right may be exercised without any inspection, review or approval by me. ESOMAR shall also have the right to use and employ such video and photography for use on television, the Internet (including on the ESOMAR’s website) and in conjunction with the advertising, publicity or promotional materials of ESOMAR. Nothing herein will constitute any obligation on the part of ESOMAR to use, photograph or record me or make any use of the rights set forth herein. I fully understand the content, meaning and impact of this release.