MKT Fest 2024: This is how the largest Marketing Congress in Mexico was experienced.

MKT Fest 2024 came to an end, and we are very proud to have been official sponsors of this incredible event. Over the course of three days, marketing industry leaders shared their knowledge and experiences in talks, spotlights and masterclasses; during the event they highlighted the trends that are transforming the marketing landscape. Here is a summary of the highlights.

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Day 1: Innovation in motion

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The first day of MKT Fest 2024 got off to a strong start, with great conversations that left us with a clear vision of how brands can better connect with their audiences.

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• Road to MTY '26: Alberto Molina(Director of Operations at Club de Fútbol Monterrey Rayados), Maricarmen Martínez(Secretary of Tourism of the Government of the State of Nuevo León), Francisco Rodríguez Ruiz(Communications and Commercial Strategy Specialist at Monterrey FWC26) and Juan Carlos Díaz Murrieta(Journalist at TUDN) talked about how the city of Monterrey is preparing to host one of the biggest sporting events: the 2026 FIFA World Cup.
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• SephoraBrenda Cámara, Marketing Director of Sephora Mexico, spoke about how to reinvent the customer experience, showing how innovation, inclusion and personalization are key to success in the beauty industry.
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• Nike: Daniel Paz, Senior Brand Director Running of North America, showed us the magic behind one of the most iconic brands in the world, emphasizing the importance of building the brand.

In addition Orange Digital offered The Future is Here: Data Revolutiona masterclass given by Alfredo Ledesma. Here, our Solution Architect spoke about how sports and entertainment now demand more connected and personalized experiences than ever before. It explored how leading organizations such as Chivas, Capitanes, Sultanes de Monterrey and Formula 1 are transforming the relationship with fans through the use of Data Cloud.

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‍Day2: Digital strategies and entertainment.

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The second day of MKT Fest 2024 was full of key moments for digital marketing and consumer experience.

• Arcos Dorados McDonald's: Santiago Blanco, Chief Marketing and Digital Officer of Arcos Dorados McDonald's, shared how the fast food chain has evolved into the digital era without losing the essence of the brand, fusing technology and tradition at every step.
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• Samba X Chiefs: Omar Luckie, Content Manager of Samba Digital x Chiefs en Español, gave us an exclusive look at the connection between the Chiefs and their fan base in Latin America, revealing how the creation of relevant content drives a loyal sports community.
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• Boletomóvil: In an interesting Spotlight, Aldo Guerrero, Vice President of Boletomóvil, talked about how innovation in ticketing is changing the user experience from before the day of the event. He also mentioned how the use of data is changing the way we enjoy events.
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• OCESA: Fernando Domínguez, Head of Content at OCESA, closed the day with a talk on the importance of creating content that connects at massive events, highlighting the importance of narratives in marketing.

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Day 3: Strategy, data and more

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The third day of MKT Fest 2024 closed on a high note, with renowned speakers providing new perspectives on marketing in key sectors.

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• DuolingoKim de Anda, Regional Marketing Manager at Duolingo LATAM, showed us the importance of unhinged marketing. Showing as a clear example how this learning app has built a marketing strategy that combines humor, culture and education to engage millions of users.
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• Orange DigitalHéctor Romero, CEO and Co-Founder of Orange Digital, presented an exciting spotlight: Data Is The New Cash. He talked about how data and innovation are driving digital marketing to new heights. He stressed the importance of using data to create hyper-personalized user experiences.
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• PepsiCo: Eduardo Córdoba, Senior Marketing Strategy Director LATAM at PepsiCo, shared with us the strategic vision behind iconic brands such as Doritos and Cheetos. He emphasized how mastering data allows to anticipate the needs of their customers.
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• Universal Pictures Mexico: Melanie Montantes, Marketing Coordinator, shared how one of the leading entertainment companies manages its marketing strategies, revealing the power of emotions as a narrative advantage.

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As official sponsors of MKT Fest 2024, we couldn't be prouder to have been part of this event that brought together the most influential leaders in the industry. Seeing so many experts share their knowledge and inspire the next generation of marketers fills us with motivation to continue supporting these types of initiatives that drive innovation and marketing in Mexico and beyond.

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Thanks to all who attended and were part of this unforgettable experience.

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See you next year!

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