Adriana Knackfuss, Interactive Marketing Manager, The Coca-Cola Company )Rio de Janeiro, Brazil)
Graduated in Graphic Design, with MBA both in Marketing and Business, for over 10 years I have been dedicating my career to the Brazilian digital industry, and believe my experience can be very valuable for the MMA.
Throughout the years I had the chance to work in online agencies, in one of the biggest portals in Brazil and now at Coca-Cola as its Interactive Marketing Manager. On the agencies side, I was responsible for designing the digital solution )both branding and usability) of their clients. At Globo.com )the media branch of Globo’s Organization – the leading media and entertainment group of Latin America, and the company that lead the first massive sms campaign in Brazil), I manage to work with design )the main project was the launch of Big Brother Brasil’s website), with CRM )in charge of the online channels) and product management. During the seven years spent at Globo.com, I also became part of the team who launched the company as an ISP provider in 2003.
In the beginning of 2007 I was invited to join The Coca-Cola Company Brazil and be the responsible for planning and deliver all its interactive programs, including web, mobile any other digital initiative. My role also includes helping our brands to remain relevant to the end consumer )considering the media consumption changing), and be a “digital advocate” inside the company.
I believe that mission can only be acchieved if we still deeply understand the consumer behaviour and, nowadays, being a benchmark of the digital thinking.
In this scenario, mobile is a key variable to reach and engaje consumers, and I have been reading MMA articles, best practices and guidelines )besides being in touch with Tom Daly – Coca-Cola’s employee and a MMA active member) in order to develop the best mobile initiatives for my division and inspire my fellow workers as well.
Mobile is a priority for The Coca-Cola Company, and I, as an interactive marketing manager of Brazil Division, can, should and want to play an important role in developing mobile strategies within my company, creating opportunities for this segment and inspiring my brazilian and latin american colleagues.
Alberto Benbunan, Corporate Development Officer )CDO), Mobile Dreams Factory )Mexico D.F., Mexico)
In the mid 1990s, he founded several successful Internet start-up companies in Venezuela such as Ticketron Venezuela )tickets for events by phone and Internet), Webtron )Internet Project developments), Promotron )Events and Promotions Organizer) and TuCupon LLC. CEO )Offline and Online discount coupons).
At the same time, Mr. Benbunan was Chapter Manager of “Wap Wednesday - Wireless Around People" a non-profit organization dedicated to the development of wireless technologies worldwide.
When he moved to Europe, he was appointed European Business Development Director at MobileSpear and later International Business Development Manager at Marca’s Newspaper, the most read newspaper in Spain )Grupo Recoletos part of Pearson Group).
In 2004, he founded "Mobile Dreams Factory" one of the leading European mobile marketing and advertising agencies with offices in Spain, Mexico and United States. Since its inception, Mobile Dreams has been involved in the mobile area with innovative campaigns. Mobile Dreams has been awarded with many different international awards such as MMA Awards, Cannes Lions, Eurobest, El Sol, etc. Currently, Mobile Dreams is working with several high profile customers such as Coca-Cola, Vodafone, Adidas, Renault, Heineken, Movistar, and Cepsa, among others.
Mobile Dreams is one of the founding companies of MMA’s Spanish Chapter. In 2007, Alberto was in the MMA EMEA board as Treasurer and member of the Executive Committee of the MMA Global. Benbunan also proved his leadership chairing the Global Mobile Coupons Committee and releasing the “Introduction to Mobile Coupons” Guide, and also chairing the Global Proximity Committee within the MMA.
Mr. Benbunan works in many different non-profit organizations in Europe and Israel.
Alex Kanfir Waisberg, Country Manager, RUN THE RED Servicos em Telecomunicacoes Ltda. )São Paulo, Brazil)
Mr. Waisberg’s knowledge was gained through his experience working as a senior marketing manager with Brazilian companies such as Carriers )Vivo and Claro most recently over the last ten years), Advertising Agencies and Consumer Goods Manufacturers and Suppliers. This experience is now put to work with Run The Red do Brasil to evolve the development of Mobile Marketing industry in Brazil. Alex Waisberg joined the Brazilian wireless industry in its privatization period back in 1997. Mr. Waisberg has extensive experience with the mobile industry, especially in Marketing and Business Development.
Since then Mr. Waisberg has led the commercial implementation and been responsible for the results of different Value Added Services in Brazil, services such as Voicemail, SMS, WAP, Voice Portals, MMS, Downloads and others. Most of these services involved commercial deals and partnerships with media groups, content providers and technical suppliers, this gave him a broad understanding on how to fulfill customer and stakeholders needs in order to manage and profit from Value added Services in Brazil. Mr. Waisberg joined Run The Red do Brasil in September 2007, a joint venture between Run The Red )New Zealand) and TMG - Company )Netherlands), as the Country Manager. Run The Red do Brazil’s main objective is to develop successful and innovative Mobile Marketing campaigns in Brazil, leveraging from its international and successful track record in conjunction with deep local knowledge. Run The Red )New Zealand) is a fast growing company )36th Deloitte Fast 500 Asia Pacific 2007, 5th Deloitte Fast 50 New Zealand 2007, 1st Deloitte Fast 50 Wellington New Zealand 2007) and has developed some of the most successful mobile marketing campaigns in New Zealand and Australia.
TMG - Company is a worldwide PSMS service and content provider, active in more than 20 countries, with Interactive TV expertise as well. Recently TMG - Company has acquired Yarosa and Sportdreams.
Run The Red do Brasil has recently joined MMA Latin America, aiming to exchange experience with all members and help to build an ethical, customer driven and profitable Mobile Marketing industry in Brazil and Latin America.
Mr. Waisberg intends to use his role as a Board member at MMA Latin America to act as a voice for companies like Run The Red do Brasil and other companies that provide the means to engage customers through mobile marketing. Companies that are bringing this message to brands, agencies and customers, proving that mobile marketing is an effective and highly measurable way to communicate.
The potential for mobile marketing in Latin America and especially in Brazil is huge but still needs awareness and case studies that prove the reality of this potential. That’s the challenge and goal for MMA in Latin America. Mr. Waisberg is ready to move from speech to action and prepared to help make it happen!
Background:
Ana Paola Teixeira, CEO, AndinaTech )Santiago, Chile)
Ana Paola is the founder and CEO of AndinaTech, a leading Development, Integration, Publishing & Distributor Company focused on Mobile Marketing and Games for the South American market. The company has offices in Chile and Brazil and operates also in Argentina, Uruguay and Peru. With strong partnerships around the globe, AndinaTech has become a trend setter in the industry. Among several innovation initiatives, the company created the first Mobile Applications Incubator, mentoring and providing young professionals all tools needed to excel in the mobile developer career.
Ana Paola brings to Mobile Marketing Association her extensive experience in enterprise management and her leadership. For five years she worked at McKinsey & Co., serving clients in the Telecom, Energy and Banking industries on fields such as Strategy, Operations, Mergers, Restructuring, and Privatization. Previously, she had served as Economic Affairs Officer in the United Nations. Ana Paola holds a BA in Economics and a BA in International Relations from the American University in Paris, and an MPhil in Development Economics from the University of Sussex, Brighton.
Andreas Blazoudakis, President, Yavox Latin America S. A. )São Paulo, Brazil)
Andreas Blazoudakis, information technology expert, working in Telecom and IT market on the last 22 years, responsible for more than 100 projects deployed with large impact. Also participated on the creation of the Brazilian wireless data market. In 2002 created the concept of the unique number for the first interactive TV program via mobile devices: Big Brother Brasil. In 2005, was responsible for the first promotion with prizing via cellular on a large scale in the Brazilian market, using premium SMS-MO.
In 2007 Andreas didn’t join AMMB )A local initiative of MM association), and called the press to present and draw attention on the MMA initiatives over the world. Last but not least, Andreas also advised their clients and relationship as Globo TV and Abril Group to not engage in AMMB and to wait for the international association, MMA.
Andreas understands that his background and knowledge of the Brazilian market can contribute to integrate all Latin American countries in one continent with similar rules and market conditions.
Yavox Latin America S.A. – Yavox was founded in 2000 Sep, specialized in the integration between companies and mobile devices. The first market developed by Yavox was the corporate alerts market. Since 2001, companies as Visa, Credicard, Tam Airlines, Bradesco bank, Citibank and the Brazilian Government companies as Petrobras and Serpro, are helping Yavox and the carriers to develop de corporate mobile market place. In 2002, Yavox started with the development of the Consumer market joining efforts with companies as Globo TV, SBT TV, Band TV, Microsoft, Pepsi and other 30 companies. Since 2006, Yavox is helping international companies to bring new technologies to Brazil. Today Yavox flows messaging traffic to several countries as Brazil, Mexico, Colombia, US, Japan, China, and Singapore.
Ann Marie Williams, CEO, Okto )São Paulo, Brasil)
With over eight years of market experience, OKTO is the Brazilian market leader in communication and marketing services based on mobile technology. OKTO creates and implements mobile solutions for media groups, agencies, corporations, content portals e mobile telephone operators.
OKTO is responsible for solutions that generate an average of 50 million transactions )SMS, WAP-push, MMS) per month. We have among our customers TV networks like SBT, Record, Band and MTV, major corporations like Santander, Unibanco, Credicard Citi, Dell, Gol, Visanet, Coca-Cola, Playphone, Dada, Mobile Streams and Submarino as well as all the Brazilian mobile carriers.
OKTO is based in São Paulo, Brazil with offices in Rio de Janeiro, Brazil and Mexico City, Mexico and has customers in Latin America, Europe and North America.
OKTO has been a member of the MMA since March of 2008.
Ann has led OKTO ´s operations since June of 2000. Prior to joining OKTO, she worked in marketing and strategy for AT&T and Motorola as well as advised executives of large companies as a consultant at Diamond Cluster and Deloitte Consulting. Ann also spent four years leading the operations of infrastructure and service programs targeting the Hispanic market in the United States.
Ann received her BA in Linguistics from Stanford University and holds an MBA and a Master of Public Affairs from the University of Texas at Austin. She speaks English, Portuguese and Spanish.
Ann would make a strong contribution to the Board of Directors for CALA due to OKTO´s experience, history and know-how regarding the Brazilian market. OKTO has experience and knowledge of specific Brazilian operator rules for project launches using Premium SMS, MT-push and WAP-push technologies. OKTO plays an active role with operator marketing teams in providing input regarding customer demands for mobile marketing projects and communicating to customers about operator rules and restrictions. OKTO is recognized by many customers, operators and competitors as a company that follows closely Best Practices and operator guidelines. In this sense, Ann would have a lot to offer to a committee putting together Best Practices and Guidelines for Brazil and Latin America.
Ann takes the responsibility of being a board member very seriously and understands that it takes a commitment of time and resources in order to participate in and contribute to the various events and meetings. If granted the honor to serve on the board, OKTO ´s approach would mirror the company’s values, including transparency, excellence, perseverance and flexibility.
Daniel Getzel, Director General, Media Contacts – Mobext )México DF, Mexico)
During my 3 years of experience working in the industry, I’ve seen the great result with mobile marketing activities; mobile phone is the media with the larger population reach. No other media has more than half day exposure, and travels in the pocket of your customer. Since I was in Mobile Dreams Factory Company where I was the Country Manager in Mexico and I realize that it is the future, and the future is just starting.
Until now, Mexico and LATAM are starting to really integrate mobile activities in their advertising campaigns, and from my point of view it is really important to have a code of conduct for this activity because of the innovative integration of this type of medium will definitely at some point become intrusive and annoying for the users, thus becoming an enemy instead of a tool for success.
Now that I’m director of Mobext Mexico, and I am working with a network along side Sixto Arias CEO of Mobext Spain, one of the founders of the MMA since 2005. I’ve seen the importance of being part of the MMA. Today's representation in the MMA for Mobext is Manuel Dios who occupies the position of General Secretary. In Mexico we very much enjoyed in sponsoring the launch the MMA LATAM last month and we really find it in Mobext´s best interest to be present on the board of directors of such a dynamic association.
Mobext Spain had always collaborate with the MMA looking for partners, defending their interests, participation, code of conduct, organizing seminars, conferences and all kinds of training activities. Now Mobext Mexico with me in charge, we want to be a part of the MMA LATAM.
Today our goal is to maximize the mobile as a marketing tool in its many facets, I really believe that the support of the MMA is indispensable in the development of LATAM markets due to the present level of maturity. Experience is hard to find and I believe that my knowledge and present skills with LATAM, I could bring a valuable contribution to the board.
Eugenio Velasco, Mobile Services Director, Televisa Digital )México, Mexico)
Eugenio Velasco is Marketing and VAS Director for Esmas.com the Internet digital and wireless content management division of Grupo Televisa. Esmas is the most visited content portal in Mexico and one of the most visited by Spanish speakers worldwide. He is responsible for positioning Esmas Móvil as the leading content distributor in Mexico. Responsible for content offer, media promotion and for developing specific services according to available talent, territory and media.
Esmas Móvil was launched in April 2004. Currently we are the largest content provider in Mexico, with aprox. 75% of the market share of aggregators, delivering around 500,000 mobile contents a day. Esmas Móvil is leader in TV interactivity in the country. Contents are promoted in broadcast TV, payTV, magazines, radio and web. Mobile solutions for all of Televisa properties are developed by Esmas Móvil, and are distributed in Mexico and practically all countries in Latin America and the US.
Esmas Móvil’s technological platform is Buongiorno! which is a member of MMA.
Before this, he worked as Marketing Director of Televisa’s Multimarketing department giving support to 10 different affiliate companies of Grupo Televisa and as Marketing & Advertising Director of Esmas.com leading its team to win different awards such as Best Marketing Campaign in the 2001 iBest Awards in Mexico. His experience in the entrepreneurial area includes being involved in the launch of SKY Mexico, deploying key marketing, advertising and negotiation capabilities which SKY has been for the past 7 years the leading DTH TV platform in Mexico. Between 1990 and 1995, Eugenio also accumulated extensive experience in marketing research, consulting and advertising through his experience in Grey Mexico )advertising) & GQ Marketing, S.C. )marketing research and consulting)
Eugenio holds a BA in Business from ITAM in Mexico.
Ezequiel Abramzon, New Media Director, The Walt Disney Company Latin America )Buenos Aires, Argentina)
I am the head of Digital Media at The Walt Disney Company Latin America leading the operations for Disney Online and Disney Mobile. In the last 10 years at Disney, I was responsible for launch the all Internet Websites for Disney in the region )including the first in 1998), every online promotion and digital marketing campaign, every -and the first- loyalty building program on a digital platform, the first e-commerce initiative, every -and the first- mobile content promotion in the market )2004) and every -and the first- WAP sites for Disney Mobile.
My multidisciplinary 17 years background in Advertising, Illustration, Graphic Design, Creative Writing, Marketing and Business Development allowed me to participate in several initiatives that provided innovation, creativity and results to the organizations I’ve participated with and worked for.
Between 1996 and 2004 I’ve also been an ad-honorem teacher at the Buenos Aires University where I had the chance to interact with more than 3,000 students by teaching Graphic Design and Typography )levels 1, 2 and 3).
I am a big fan of the development of the Latin American Region towards a multi-platform situation. Especially interested on Mobile because of the “capillarity” this device is bringing to the entertainment arena. I want to help setting the standards in the region for a clean, transparent, open and cooperative Mobile industry where companies and individuals can interact freely and proactively.
I also want consumers to have a better experience by all means )content provided, services offered, communication tools and options available and fair commercial propositions).
Ezequiel Jones, Media Director – Southern Cone, Unilever de Argentina S.A. )Buenos Aires, Argentina)
Ezequiel Jones )37) was born on February 14th, 1971. Father of two daughters, Milagros )6) and Valentina )4), he started working in Unilever in 1996.
In 1997 he was introduced in the media department.
Currently, he performs functions as media director for the SoCo region )Argentina, Chile, Paraguay and Uruguay).
His educational background encompasses a degree in Accountancy )Universidad Católica Argentina) and an MBA )CEMA University).
He now holds a chair in the Communication University Course )Universidad de Buenos Aires) and he is also a professor in a postgraduate course included in the Marketing Master’s Curricula )Universidad de La Plata).
Renowned for his media contributions, in 1996 he won the Best Media Professional Award.
His activities also include active participation in the Boards of the Argentine Announcers Chamber, the Audience Measurement Chamber and executive committees therefrom. He is a regular speaker in local and regional advertising and marketing conferences.
Statement
I believe I should be considered for Board of Directors position because, as Media Director for UL Southern Cone, I would be able to contribute to the development of the mobile industry by providing new insights on advertising. It is worth mentioning that Unilever is a prestigious company regarded as one of the major announcers worldwide who is interested in making an important investment in online advertising. I must add that we are talking about a leading company committed to building the Mobile Marketing business.
I was appointed by Unilever to comply with the obligations that this position entails and I am willing to do so with great responsibility. My participation would involve not only exercising functions as a member of the Board but also assisting in the preparation of monthly newsletters and in every other relevant matter.
Concerning the length during which I wish to be a MMA member, that would depend directly on the functioning of the Association and on the participation of the people involved.