CMO Council

November 11, 2009 08:30 ET

CMO Council Inaugurates New Latin American Advisory Board at Regional Gathering of Sales and Marketing Leaders

CMO Council Convenes in San Juan, Puerto Rico for First in a Series of Meetings With Marketers From PR, Mexico, Brazil, Argentina, Chile, Peru, Colombia and Uruguay

SAN JUAN, PR--(Marketwire - November 11, 2009) - The Chief Marketing Officer (CMO) Council -- a global group of 5,000 senior executives controlling more than $125 billion in annual marketing spend -- is expanding its reach and presence in Latin America with a new advisory board and assessment of marketing credibility and effectiveness in the region. The regional group will draw senior marketer representation from some 27 predominantly Spanish, French and Portuguese-speaking countries with a total population of over 569 million.

The first meeting of the Latin American Advisory Board was hosted by the Sales & Marketing Executives Association of Puerto Rico at their annual conference held at the Wyndham Rio Mar Beach Resort from October 29 to November 1, 2009. CMO Council Advisory Board members include senior marketing decision makers from AlphaGraphics, HP, Philips, Sao Paulo Tourism, Sodexho, Coty, 1First Bank, South American Restaurants Corp., UBS Financial Services, UNO Radio Group, T-Mobile, Goodyear, Sullair Argentina, Nexxo Financial, and Deloitte.

"It's important that Latin America has a more influential and prominent voice in global marketing circles as our regional economies pick up and global sporting events, such as the 2014 FIFA World Cup and 2016 Summer Olympics, focus international media attention on our major tourism, commerce and cultural centers," noted Milton Longobardi, director of marketing and sales at Brazil's Sao Paulo Tourism, which attracts more than 11 million visitors annually. "The CMO Council will provide us all with a forum to exchange views, share global best practices, and network with senior marketing executives worldwide," added Longobardi, who has held corporate marketing positions at Nextel, Citibank, Gillette, Bosch and AIG.

Commenting on a new partnership between the CMO Council and The Association of Sales and Marketing Executives of Puerto Rico, SME president Olga E. Rivera Velazco pointed to high levels of marketing innovation and creativity in experiential grassroots engagement and merchandising in Latin American countries.

"There is a strong desire for professional development among marketers and we also have a high incidence of post-graduate education and international experience among regional executives," said Velazco. "Latins love shopping and retail stores in Puerto Rico generate very high levels of sales compared to their retail chain counterparts in North America," she noted. "In Puerto Rico, there is also very dense concentration of print and broadcast media, and broad adoption of mobile communications and increasing broadband connectivity. This makes it an ideal test market for new Latin American products and services," Velazco added.

As in other regions, the CMO Council Latin America will seek to:

--  Address key issues facing marketers in the region; leverage the
    knowledge and expertise of veteran marketers to advance insights and
--  Work with universities on creating programs that will improve the
    quality of marketing/business graduates.
--  Improve thought leadership in the region through the encouragement of
    the marketing professionals to produce related studies.
--  Reach out to business schools and enroll as many marketing professors
    as possible in the CMO Council Academic Liaison Board.
--  Create opportunities for board members to speak and represent the CMO
    Council on university and college campuses, as well as at professional
    conferences and summits.

CMO Council advisory board member, Eva M. Frontera, a faculty advisor and lecturer at the University of Phoenix, Puerto Rico campus, as well as a corporate marketer with extensive experience in the insurance, banking and health care sectors, has been an active advocate and leader in the formation of the CMO Council's Latin America advisory board. "We have much to contribute and much to learn," said Frontera, who was named one of the Top 40 Under 40 Young Professionals in Puerto Rico by the Caribbean Business newspaper. "The CMO Council has become a well-respected knowledge transfer agent and a strong advocate of redefining global marketing practices relative to creating greater business value and performance."

The CMO Council will be conducting a benchmark Rate the State of Marketing in Latin America audit to gain insights and views from senior managers at regional companies. It has already conducted similar surveys in Africa and the Middle East.

About the CMO Council

The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council's 5,000 members control more than $125 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 12,000 global executives across 90 countries in multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Brand Management Institute, and the Forum to Advance the Mobile Experience (FAME).

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