Over five days in Playa del Carmen, Mexico, A+E Networks Latin America made its case to advertisers during its 2017 gala upfront presentations.
Held from Oct. 6-11 at the Hotel Paradisus, the week’s centerpiece was a presentation led by A+E Networks Latin America President and General Manager Eddy Ruiz, SVP Corporate and Strategy Research Daniela Martinez and SVP Affiliate, PR and Corporate Marketing Cesar Sabroso.
Sabroso was joined by talent from the group’s many popular series, including Drew Manning from A&E’s Fit2Fat2Fit; Eoin Macken, Jill Flint and Brendan Fehr from A&E’s The Night Shift; Juan Pablo Raba and Nadine Velazquez from History’s Six; Jeffrey Bowyer-Chapman, Kim Matula and Meagan Tandy from Lifetime’s UnReal and Scott Wolter from H2’s America Unearthed.
Ruiz highlighted two of the company’s social responsibility campaigns: History’s Una Idea Para Cambiar la Historia and Lifetime’s Valora Tu Tiempo.
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Ruiz also used that opportunity to highlight the company’s User Creative Solutions department, which focuses on creating customized solutions for advertisers.
Martinez presented results from a study, “User Intelligence Beyond Demographics,” that found that consumers — no matter their demographic — tend to make buying decisions for emotional reasons. The study highlighted seven psychographic segments with different consumption habits, behaviors and tendencies.
A panel of experts — including Ricardo Ferraris, CEO of Omnicom Media Group; Fernando Honeski, director and scriptwriter of Honesko; and Antonio Wanderly, COO of Katar IBOPE, with Ruiz moderating — discussed what’s coming next for the fast-moving world of television. And Jason Wiesse, vice president of Video Advertising Bureau, gave a keynote speech.
Offstage, participants got to experience “A+E Studios,” which included a master control dubbing booth where clients could dub themselves narrating their favorite series; a virtual-reality experience set in the prison world of A&E’s 60 Days In; an activation on breast cancer featuring Lifetime’s Valora Tu Tiempo; and a race-car simulator in the style of History’s Boys Toys. No activation is complete without a selfie booth, and A+E Networks Latin America gave participants the chance to take photos with the stars of their favorite series.
Linking everything together was artificial intelligence interface, Alexia, who interacted with participants, answering their questions and telling them where to be and what to do.