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F O R A D V E R T I S I N G , M A R K E T I N G + M E D I A P R O F E S S I O N A L S
50LATIN AMERICAN ENGINES OF GROWTH:Challenges and Opportunities of EmergingEconomies
Brazil: Revealing the Secrets
Woolmington: A New Inflection Point
S T A F F
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Brazil: Revealing the Secrets by Cesar Vacchiano
The Latin American 50
Brazilians looking with fresh eyes at the world of businessby Sam Mountford
Cannes as an indicatorBy Julian Boulding
EDITORIAL ADVISORY BOARD
scott bergDIRECTOR OF DIGITAL STRATEGY, HP
harvey ganotPARTNER, NEW MARKETS NOW
mike jarvisINTERNATIONAL MEDIA DIRECTOR, BANNER
graeme huttonSENIOR VP-DIRECTOR OF CONSUMER INSIGHTS & RESEARCH, U.S., UNIVERSAL MCCANN
donovan neale-mayCMO COUNCIL EXECUTIVE DIRECTOR
Tim MickelboroughGLOBAL HEAD OF BRAND MANAGEMENT & ADVERTISINGSERVICES THOMSON REUTERS
julian bouldingPRESI DENT THENETWORKONE
greg paullPRINCIPAL, R3
linda scottOXFORD UNIVERSITY SAID SCHOOL OF BUSINESS
andrew sibleyHEAD OF ADVERTISING & BRAND IDENTITY EUROPEAN MARKETS, CISCO SYSTEMS
A F F I L I A T E S
FOUNDING EDITORIAL BOARDcarolyn carterPRESIDENT, GREY GLOBAL GROUP, EUROPE, MIDDLE EAST &AFRICA
janet fitzpatrickCHIEF STRATEGIC OFFICER, INITIATIVE WORLDWIDE
werner geisslerVICE CHAIRMAN OF GLOBAL OPERATIONS
OF PROCTER & GAMBLE COMPANY.
anne c. toulouseVICE PRESIDENT COMMUNICATIONS, THEBOEING CO.
miles youngCEO, THE OGILVY GROUP
In an effort to acknowledge the regions best talent and inspire
others to recognize Latin America's marketing potential, The
Internationalist has named 50 of the marketing movers and
shakers who comprise the top client talent focused on Latin
Some have pan-regional responsibility out of Miami, New York
or So Paolo; others may be local role models particularly in
large markets like Brazil or Mexico or growing ones like
Colombia or Chile. A few have a global focus but are true
advocates for the region. All are marketers who think
differently, create great work, use innovative media ideas and
generate strong results.
THE INTERNATIONALISTS LATIN AMERICAN 50 are todays marketing leaders who are shaping our
industry for tomorrow.
They are devoted internationalists who understand the value and complexity of building brands across
borders. Some may be inspiring people in their home market, around the region or around the world.
Others are simply risk-takers who demonstrate why status-quo just won't work anymore.
All recognize that the business of marketing is being rewritten every day. And THE 50 are the authors for
Latin America whether out front or behind the scenes.
Personally, I have great respect for those professionals who have been marketing in Latin America over the
years. They have experienced more political uncertainty and economic boom-bust than most of their
peers around the world, yet they find solutions and never give up on serving the needs of their consumers.
We could all learn much from their resolve.
Felicitaciones! And congratulations to all.
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F R O N T
ENGINES OF GROWTH: Challenges and Opportunities of Emerging EconomiesWhile the advertising world turned itsattention to the Cannes Ad Festival, atwo-day Davos-style event took placeacross the Atlantic where globalbusiness leaders, policy makers and C-Suite executives discussed ways toreinvent business growth and redefineinnovation.
In just its second year, the New YorkForum, created by Richard Attias,renowned for his work with The WorldEconomic Forum at Davos, The ClintonGlobal Initiative and Publicis EventsWorldwide, discussed how to bridgeinternationally-minded companies fromfast-growth economies with the world,while highlighting New York as thecenter of global finance, businessthinking, market understanding andmedia power. Without doubt, Attiasfirmly recognizes the importance ofcities as the key engines of dynamismand innovation. The choice of NewYork was no accident.
Conceived out of a conviction thatthe business world is at a crucialcrossroads, The New York Forumbalances the challenges corporateleaders face in a time of volatility anduncertainty, and the distinctopportunities created by growth inemerging economies.
Some of the varied global issuesraised included:
Does Geography Matter?Is the world flat or spiky? Some analystsof globalization see a leveling ofopportunity and a global contest fortalent, ideas and advantage. But othersstill assert the primacy of place. Whatsthe right lens for corporate leaders?
The New Arab World: Investing InChangeThe political transformation in NorthAfrica and the Middle East also presentsan opportunity for economictransformation. Hidebound, cronycapitalism could be replaced by moredynamic, open economic systems. Whatcan global business do in the region?What are the key opportunities andwhere are the likely pitfalls?
Inspiration From The Edges: WhatInnovation In Developing And ExtremeMarkets Should Be Teaching UsWeve entered a world of reverseinnovation, where ideas created onthe edges increasingly influence thecenter. How are companies andorganizations learning from andexperimenting at the edges of theircore markets? What roles are globalcorporations playing in developingthese new models? How do we getaway from another version of
imperialism and collaboratively designa future for economic success?
Allowing For FailureI dont know is the least commonphrase in business today. But ininnovative organizations it needs to berepeated constantly. How canorganizations learn to be moreexperimental? And once they have theexperimental culture, how can theymeasure and apply the results of thoseexperiments?
Two key subjects were of particularinterest; they involved Latin Americaand China.
The Rise of The MultilatinasAmong the trends discussed at theForum is the rise of Multilatinas orthose companies from Latin Americathat are not only taking advantage ofregional opportunities, but are creatingnew business models that can apply toother parts of the world. Given the fastrise of so many Latin Americaneconomies, the advice of Multilatinaspanel moderator Luis Alberto Moreno,President of the Inter-AmericanDevelopment Bank, includes: "Gosouth, go south and go fast!"
Despite their fast-growth economies,many Latin American companies have not
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L I N E S
forgotten the lessonslearned from severaldecades of instability.As a result, they havecreated world-classmanagement teamsand are looking outsidetheir home countriesfor balanced growth. Infact, today there is $43billion in outflows fromLatin Americancountries particularlyBrazil, Chile, Mexicoand Colombia; whilemuch of this money isinvested within theregion, more isreaching the rest of theworld.
Cinpolis, theMexican-based chainof movie theaters isone such example. (Itsname means City ofCinema and itstagline translates to"The Capital ofCinema.") CEOAlejandro Ramrezdescribed how thecompany evolved to
be the largest Cineplex chain in Mexicothrough technology, innovation andsolid marketing strategies, and thengrew to become the leader within LatinAmerica with 2300+ screens in over240 multiplexes in Guatemala, CostaRica, Panama, El Salvador, Honduras,Colombia and Peru, in addition to itsMexican home base.
Cinpolis also made the transitionfrom the Spanish-speaking world to thePortuguese one by beginning operationsin Brazil. The company has also enteredthe Asian market by initiatingoperations in India, and has nowcreated more than 16,000 jobs in theworld. Its next expansion project will be
the launch o