Adweek LATAM has solidified itself as one of the region’s most significant events for marketing, advertising, and media. The 2024 edition was held at Papalote Museo del Niño in Mexico City, serving as a meeting point for brands, agencies, and industry professionals across Latin America. The event offered a dynamic platform for conversation and learning about achievements and challenges within the industry this year. Let’s dive into our key takeaways.
Marketing Opportunities and Challenges in 2024
Adweek LATAM had an extensive program of conferences, panels, and experiences designed to explore the current trends and challenges in the marketing and advertising world. Key topics included:
- The potential of artificial intelligence
- The challenge to successfully connect brands and audiences across various platforms
- The reach of influencer marketing in strategic campaigns
MindgruveMacarta had a strong presence, with our VP LATAM & EMEA, Carlos Corona, leading the panel Advertising Trilogy: Data, Innovation, and Incrementality alongside Vanessa Fiol, Marketing Director at Intel Corporation, and Michelle Romo Deschamps, Head of Marketing & Comms North LAC Mastercard. Moderated by Estefany Hernández, VP of Revenue and Strategy at Bloomberg Línea, this panel offered valuable insights into new opportunities and challenges surrounding the use of data to reach and expand today’s brands.
MindgruveMacarta is the Industry’s Voice
Speakers discussed key opportunities and challenges in data-driven marketing strategies. Carlos Corona noted that the abundance of available data is both an opportunity and a challenge, as more sophisticated platforms and new touchpoints enable deeper consumer insights. He shared a successful case with Celebration Wishes, where the brand expanded its reach by using Amazon Marketing Cloud (AMC), a free data clean room solution for advertisers on Amazon. By integrating Celebration Wishes’ first-party data with Amazon’s, they uncovered valuable insights like the strong affinity between cruise buyers and romance novels. This led to reduced costs, increased reach, and a 90% increase in conversions.
Michelle Romo contributed an important case study called Where to Settle, highlighting the invaluable role of data in the modern world, even in life-changing scenarios. And Vanessa Fiol concluded the session with a discussion about the role of privacy in today’s data-driven world. She stressed the need to protect user data while leveraging its potential for business insights.
Speakers agreed that while many data advancements are still evolving in Latin America, learning from other markets prepares us to adopt these innovations and maximize their impact the moment they arrive.
Highlights and Conversation Around 2025
AW2024 immersed us in the latest trends, redefining advertising and marketing in the region. From the importance of retail media in reaching relevant audiences on marketplaces to Pinterest’s commitment to promoting a “more human and positive” internet, the event highlighted the fusion of technology and empathy in modern advertising strategies.
The rapid growth of AI was a particularly debated topic. In the panel How Media Quality Helps Inform a Successful Campaign Strategy, we gained insights into how AI optimizes campaigns, enables predictive analysis, and is projected to drive $150 billion in business investments by 2027. Netflix’s substantial participation also stood out, especially in panels like Ads, Fandom, Action: The Next Episode with Netflix Ads, where they emphasized the “Netflix Effect,” showcasing how fans now can become ambassadors and proving that “marketing is earned, not bought.”
In the panel led by Alejandra Restrepo, the discussion revolved around how retail media represents a critical space where audiences are not only open to discovering new products but also ready to make purchases. These platforms are particularly effective in reaching relevant, engaged audiences, and are preferred by users for their seamless shopping experience. Mercado Ads was highlighted as a key player in this space, offering solutions that help brands effectively connect with these valuable audiences. Additionally, Mercado Ads provides an Insights Hub that allows brands to make informed, data-driven decisions by leveraging advanced data analytics and artificial intelligence.Want to ask a question or learn more? Get in touch with us today.
