COA Symposium and 22nd Bravo Business Awards


As a longtime member of the Council of the Americas (COA), Burson-Marsteller is thrilled to share that we have been selected as PR and communications partners for their upcoming Symposium and 22nd BRAVO Business Awards, taking place October 28 in Miami.

The annual symposium gathers more than 400 CEOs, senior government officials, and other high-level decision makers to discuss economic and social development issues that are transforming the Americas.

This year, our very own Ramiro Prudencio, President and Chief Executive Officer, Latin America, will moderate the CEO Roundtable Breakfast, a by invitation only meeting that will bring together CEOs from major multilatinas and multinationals to discuss how Latin American companies and institutions are building an innovation mindset and agenda for the region.

We are glad to be a part of this time-honored event that has recognized excellence and leadership in the Americas for more than two decades. This year’s BRAVO awards recognize eight leaders from the public and private sectors including:

  • Fernando Henrique Cardoso, former President of Brazil
  • Marcos Galperín, CEO and Founder of Argentina’s MercadoLibre
  • Francisco Garza Egloff, CEO of Mexico’s Arca Continental
  • City of Medellín (Accepted by Mayor Federico Gutiérrez Zuluaga)
  • José Antonio Meade Kuribreña, Mexico’s Secretary of Finance and Public Credit
  • Ali Moshiri, President of Chevron Africa and Latin America Exploration and Production Company
  • Patricia Villela Marino, President of Brazil’s Humanitas360 Institute
  • Eduardo J. Padrón, President of Miami Dade College.

Padron’s recognition marks the first occasion the BRAVO Awards recognize a local leader for their contributions to the region. What a milestone!

If you are interested in being a part of this exciting event, you will join sponsors including HSBC, Bank of America Merrill Lynch, Burson-Marsteller, AES, CAF – Development Bank of Latin America, The Boston Consulting Group, Bombardier, Chubb, Emerson, Microsoft and Softtek. Partners include CNN, The Financial Times, ProMéxico and the Inter-American Development Bank.

Should you have any questions or need additional information feel free to contact me.

I look forward to seeing you there!

Posted by Jorge Ortega 

Big Data PR: The Numbers Don’t Lie


Traditional public relations professionals have always used data to measure reach through media impressions, ad equivalency, message effectiveness, and perception change. Today, in addition to its traditional uses, data also needs to be the starting point of creative storytelling.

Burson-Marsteller is leading our industry in using Big Data Analytics to help our clients better understand target audiences, influencers, and media behavior. As a result, we are able to develop strategies grounded in evidence-based insights rather than speculation, and creative expressions that help build brands, protect corporate reputation, position executives, defend an issue, or launch products and services.

We have the distinct advantage of leveraging our global strength to access dozens of cutting-edge tools and resources that allow us to segment and analyze large amounts of structured and unstructured data generated on the Internet. This intelligence helps us answer common client questions such as:

  • How do I reach a specific target audience, not just a general one?
  • What platforms and applications does my audience use most?
  • Which media and opinion leaders carry the most clout?
  • Are there gaps between the messages we want to communicate and how the audience receives them?
  • Are we using the same vernacular as our audience?

Big data allows us to create campaigns that influence not only audiences, but behavior. Here are some examples we have executed recently for our clients:

  • Analyzed the media preferences of a major automotive manufacturer’s target audience beyond traditional automotive and invited a select group of journalists focused on technology, innovation and design to the Paris Auto Show, resulting in optimized coverage angles and wider reach.
  • Identified online media and news consumption habits of small business benefits decision makers for a financial services firm to create relevant media partnerships, allowing us to showcase thought leadership content and nurture relationships with key reporters.
  • Built creative and customized editorial and native advertising content on relevant channels aimed at Millennials for a leading brewing company at the center of conversations on responsible consumption by promoting its Hero global campaign.
  • Conducted a Big Data Brand Audit, providing a major appliance manufacturer with customer insights, audience profile and segmentation, market trends and analysis to support strategic communications and marketing plans while prioritizing key investment areas.

Burson-Marsteller boasts dozens of top notch digital strategists across the network, newest among them Ivan Ruiz, who joins us as Senior Digital Strategist, to develop fully integrated, real-time, data-driven solutions for our Miami-managed clients.

Please contact me if you want to learn how Big Data Analytics can help ground your PR or brand communication strategy and fuel creativity to maximize impact. Numbers don’t lie!

Posted by Jorge Ortega