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  Transformation for Real Growth


AFG&Purina LATAM PetHub  

Dawn Terrazas

Chief Managing Director US & LATAM, AFG

Introduction to Purina pethub - LATAM´s new digital content studio and  growth engine for the region. Pethub is a digital studio that amplifies brand campaigns to  create relevant and personalized digital content with speed, efficiency and at scale to strengthen the long-term value of the Purina brands. Delivering best-in-class digital communication, to drive engagement and increase sales.

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Forest Road

Thrive Driving Success in LATAM

Andrea Caiao
Global Managing Partner, THRIVE

In a diverse and complex region, Thrive has been the absolute partner, turning Latin America into the ultimate testing ground for pioneering initiatives. From the consolidation of 19 countries in a single region to become best in class in efficiency, multimedia sufficiency, golden rules and digitalization.  And as we look to the future, we are poised to continue this journey of innovation, growth and transformation, inspiring change as well as remaining a region of explorers going forward to show the way, leveraging cutting-edge tools and technology to maximize efficiency and continue driving business growth across brands and markets. 

Green Leaf Close Up

Digital Acceleration  Mexico & Canada

Hanan Belarbi,
Global Head of Audience, Data & Tech, Kinesso

Nestlé & Thrive leverage data & technology for growth and engagement across markets. Canada leverages data to unlock consumer needs for brands like KitKat, Purina, and Nescafé. Thrive fuels success in Mexico's booming e-commerce (87% sales surge) using data & retail media. Personalization via Treasure Data (CDP) is next. This partnership showcases their commitment to digital transformation, impacting consumer interactions and business outcomes.  

Fresh New Leaf

Retail Media Evolution: Kenvue & OneVue’s Joint Strategy Commerce Journey 

Lisa Beshara

EVP, Managing Director, J3 US Media

Kenvue/OneVue's longstanding partnership is marked by continuous transformation, particularly in commerce. Since 2020, OneVue has assumed retail media planning and buying responsibilities for Kenvue in the US, enabling a holistic view of consumers and shoppers; with resulting media strategies achieving increased efficiency and effectiveness. The latest transformation is the implementation of an embedded model. This cross-organizational team operates cohesively towards aligned goals, eliminating bifurcation of responsibilities and systems to drive speed, collaboration, and agility. The success of this transformation is evident in the increase in ROI (2023 +82% vs. 2019) across top retailer partners, driving tangible value to Kenvue's business. 

Purina Connected Operating System 

Amy Adams

Chief Managing Director, Europe & AOA, AFG

The journey to Purina Europe´s moonshot strategy. A connected platform ecosystem - powered by data – that is hyper-connected, audience-centric, culture-obsessed. The connected engine that will enable world-class creativity that garners transformative business results.

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