Month: May 2018

Meltwaters Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”
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Meltwaters Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

What: We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for the analysis of social media.
Why it matters: The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive.

Meltwater's Ana Hoyos

When MeltwaterCEO Jørn Lyseggen started the company with a 15-thousand-dollar grant from the Norweigan government, little did he know that 18 years later he would be able to acquire a company like insights-driven social platform Sysomos. Now, this is Meltwater's seventh acquisition in 18 months; a month ago it bought London-based social media analyst DataSift, and eight months ago it bought real-time data analytics app Algo. Meltwater is making serious efforts to become the market leader of both Social Analytics and Media Intelligence, and at Portada we talked to Ana Hoyos, director of Meltwater Latin America, to find out more about the details behind the acquisition and what's next for Latin American markets.

Portada: What are the motivations behind Meltwater's recent acquisitions?

Ana Hoyos: "Weve been spending a lot of time trying to find the right partners and the right acquisitions to do, and its all very strategic in terms of finding only the best content and the best artificial intelligence for this concept of “Outside Insight”, which is about being able to structure unstructured data. We as a company have been monitoring online news for many years, since 2001, and then we started adding different sections to that.

The plan is for us to continue helping our clients make decisions based on that information. Were expanding a lot of our content on social media to be able to provide insights to all of our clients. The concept of our Outside Insight is to find insight from the outside, information that a company doesnt have internally, but is really valuable to understand what is happening in either the traditional landscape or the social landscape. This information can include the latest industry trends, competitive intelligence, or anything that might shape their company in a different way and then be able to make decisions based on that."

Portada: Why has Meltwater decided to acquire Sysomos?

A.H.: "Sysomos is a company that has been around for many years. Theyve been very strong since the beginning and were very excited to acquire them because we know that they have a lot of great content. Thats the main focus. We want to use as much as we can in terms of their content, talents, etc. to continue driving this vision of Outside Insight. The most important thing is were excited for the contents they already have. We see a ton of potential into integrating that content into everything else that we do, and especially because we feel like we have really strong artificial intelligence tools, and matching that with the content they have can lead to powerful results."

Portada: What are the challenges in store for social media-analytics firms in view of the latest fake news and privacy concerns?

A.H.: "With the social media landscape evolving, some of these changes have exploded and taken a lot of room in the news, like the situation with Facebook… All of these things, in the end, are natural to the industry; we can assume they are going to happen because of the nature of this content. Of course its a challenge, because its an area and an industry thats always adapting. For example, as soon as this Facebook situation happened we had to respond and immediately adapt our processes and internal communications to make sure that we knew exactly how to address this with our clients, and how to make sure we can monitor information for them in different ways.

We need to be very agile in terms of responding to any changes, but it's not necessarily a concern because it's something that is happening to everybody.

I can see that could continue to be a challenge, but what it means is we have to continue to be very adaptable. We need to be very agile in terms of responding to any changes, but its not necessarily a concern because its something that is happening to everybody. No players going to be at a disadvantage, well just all have to adapt to the situation and ultimately the companies that adapt the quickest are the ones that are going to have an advantage in the market."

Portada: What are Meltwater's plans for Latin America?

A.H.: "We have a pretty good presence in Latin America. We have operations in Buenos Aires and now our main office is in São Paulo, Brazil. We work with all countries within Latin America; we have a Spanish-speaking team and a Portuguese-speaking team. This is a really big area of focus for us because we see a lot of potential, not only because the market is somewhat untapped for us, for example, in comparison to the U.S. where we have offices in every major city. This is what we want to accomplish in Latin America, we want to continue to grow and develop in this region, were very excited about the potential it has, we work with a lot of clients in Brazil, Mexico, Argentina, Colombia, so we have a lot of presence in the area already. The main country that we have in our view next to establish operations is in Mexico because we have a lot of great clients there."

[People] want to educate themselves and really understand what is happening, what is next, especially in terms of social media.

Portada: What would you like to see happening next in social media analytics?

A.H.: "There are still many companies and in general people out there that dont fully understand the importance of all this data, and of monitoring information outside their company and how vital it is for them to stay on top of the industry and the market and just really understand everything thats happening inside their company. That is the first thing: I would love for people to be more involved and learn more about the subject and the concept of big data and artificial intelligence and how companies like Meltwater can really help them understand more about their company and give them a competitive advantage.

I think its starting to happen, I definitely see a change where people are excited about these topics, they want to educate themselves and really understand what is happening, what is next, especially in terms of social media. Ive seen a big push on that front from a lot of companies and a lot of the people that we speak to in the industry. I definitely think the shift is already happening, but it needs to happen more because as these companies and these clients get more involved and learn about this, it will help the industry grow and continue to develop in the right direction."

Portada: What would you say to people who are afraid of the speed at which AI is being integrated into a space like social media, which they trust with their personal information and interactions?

A.H.: "Theres always a lot of fear around artificial intelligence. People think about AI like the Sci-Fi movies that they see from Hollywood and start assuming things. Theres no reason to be scared as long as were able to adapt to the changes. The companies that are not able to adapt are the ones that are going to be in trouble. Weve already seen examples, like online retailers that are taking a lot of the market shares and spaces of the companies that never moved onto the online arena, for example, ToysRUs, who just lost a lot of market share to competitors like Amazon. I think that is the most important lesson we can take from this, theres no reason to be scared as long as you stay on top of everything, be curious and passionate about it, and then learn how to adapt to the changes and what the future is bringing. Theres definitely a lot of potential for us to make our lives better with this technology, be able to access information faster, understand things quicker…, it could add a lot of value to everybody."

[Vignettes by Meltwater]

Janet Grynberg
Janet has worked as a translator and editor for magazines and publishing houses including Expansion and Grupo Planeta since 2014. She is part of the Portada editorial team, and her main interests include literature, traveling, and exploring other cultures. Follow me on Twitter!

Original Article

CHANGING PLACES LATAM: Mauricio Torres Quiroz, Verónica Álvarez Iturre, Tomás Muro…
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CHANGING PLACES LATAM: Mauricio Torres Quiroz, Verónica Álvarez Iturre, Tomás Muro…

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada's Career Board!)

Latcom has announced that Mauricio Torres Quiroz has joined the firm as general manager for Mexico and Central America. His arrival will help potentiate Latcom's business strategy.

Verónica Álvarez Iturre has started a new role at Philips, reported AdLatina. Previously manager of digital marketing of the health division, she is now marketing director of the UltraSound & Patients Monitoring for the South America region.

Tomás Muro is the new manager of commercial operations at Logan Argentina. In his new role, he will lead the agency's expansion into mobile marketing.

Pablo Beramendi has been named the new general director of Google in Argentina. He had previously worked for the company as head of branding and later as head of product solutions for Spanish-speaking countries.

Danone Waters has appointed Juan Garibaldi as new CEO for Latin America. He will be based in Buenos Aires and Argentina.

Attachmedia has announced the arrival of Marco García as Mexico's Country Manager.

José Carlos Pestana has joined Publicis One as the new CEO for the Peruvian region. He'll replace Maribel Mesía.

Waze has announced the appointment of Anasofía Sánchez Juárez as new General Manager for Mexico.In her role, she'll be in charge of monetizing the Waze platform in order to provide brands with better mobility solutions.

Janet Grynberg
Janet has worked as a translator and editor for magazines and publishing houses including Expansion and Grupo Planeta since 2014. She is part of the Portada editorial team, and her main interests include literature, traveling, and exploring other cultures. Follow me on Twitter!

Original Article

BrandZ Top 50 Latin American Brands Report: Mexican Beer Corona Leads at First Spot
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BrandZ Top 50 Latin American Brands Report: Mexican Beer Corona Leads at First Spot

What: BrandZ, WPP and Kantar have released their annual report of the top 50 more valuable brands in Latin America.
Why it matters: Mexico is home to more of the most valuable brands than any other Latin American country.

According to the sixth annual BrandZ Top 50 Most Valuable Latin American Brands report, Mexican beer Corona, with an 8% brand value growth, has edged out Skol, which grew by just 1%. Corona is sold in more than 180 countries.

The 2017 BrandZ LatAm ranking, based on Kantar data, shows the difficult time faced by many brands in the region with a 22% decline in total brand value. In the 2018 ranking, total brand value increased by 18% to US $130.8 billion, boosted by an impressive performance from the strongest and healthiest brands, those that believed in their purpose and stayed relevant to the consumers.

“The power of strong brands to drive improved business performance can be clearly seen in this years Latin America Ranking. While the economy may fluctuate, those brands that are strong will remain more stable in the tough times and grow faster in the good times,” said WPPs David Roth in a press release.

The BrandZ Top 10 Most Valuable Latin American Brands 2018

This years BrandZ Latin American ranking shows a strong performance for local financial institutions (up 46%) and the four beer brands in the Top 10, controlled by global giants –Corona, Skol, Brahma (all AB InBev) and Aguila (Heineken)– have maintained and invested in their local characteristics enabling them to boost brand value.

“Latin American brands have an in-depth understanding of their local consumers; the speed at which they can tap into local consumers needs with good products and strong marketing campaigns has made many of them more successful and relevant in the region than their global counterparts. As a result, Latin Americans have great respect and pride in these brands,” said Kantars Eduardo Tomiya.

Other key trends identified in the BrandZ LatAm Top 50 study include:

There were eight new entries in the Top 50 this year: Globo (no. 8), Ypé (no. 33), Azteca (no. 37), Embratel (no. 40), Lojas Americanas (no. 46), Net (no. 48) and Porto Seguro (no. 50). All are from Brazil, except Azteca which is based in Mexico. Communications provider Tigo Une was formed from the merger of Tigo and Une in Colombia, which were previously listed separately, and is now No 27.
Mexico dominates but Brazil is catching up: For the fifth year the ranking was dominated by Mexico, which contributed 35% of the total brand value of the ranking. Brazil however was close behind at 34%, with strong performances by its retail and financial players. Chile was in third position at 16%, followed by Colombia at 7%.
FinTechs threaten established financial players: In Brazil, Nubank started this revolution and became the first billion-dollar startup in the country, followed by Banco Original and Banco Neon. Well-positioned brands such as the Brazilian banks Bradesco and Itaú and the Chilean bank Banco de Chile are still strong brands in the consumers minds and are using these attributes aligned with local needs to fight back by launching their own digital platforms.
E-commerce is a real threat to established retail: Rising internet usage and mobile access in many markets, up 14% every year across the region since 2010, represents a real threat to bricks and mortar stores. While the Retail category saw growth of 2% in this years ranking, the transition to a mixed retail economy is still in progress.

“Disruption has already spawned a new wave of brands across Latin America and while they have not yet displaced some of the more established names, rising internet access, and mobile uptake is giving them greater market access. The power of a strong brand combined with its own digital platform will be required to future proof many of todays big players,” said Kantars Gabriel Castellanos.

Editorial Staff
Portada Staff

Original Article