Aliana González, Mexico City|05 de diciembre de 2019
Turner held its Upfront 2020 in Mexico City under the slogan “Más Historias, Más Experiencias, Nuevas Conexiones”, in an event with an avant-garde look and in which the main messages for brands was the creation of fan communities stemming from content; producing different pieces and strategies in favor of brands, for an increasingly segmented audience.
The announcements made include the launch of 40 films in English translated into Spanish, that will travel across Latin America and the world, made by Particular Crowd, Turner Latin America´s production company with headquarters in Los Angeles. “Next year we are going to produce 60 films and will be able to make branded content at a larger scale,” said Sharon Zyman, General Manager at Turner Mexico and Ad Sales VP at Turner Latin America, along with the launches of La Muchacha Que Limpia, Amarres and Las Bravas in 2020.
“The Warner Media and AT&T marriage give Turner greater power to reach all the Mexican homes through forefront, technology, entertainment, and data,” she said.
“At Turner, we live and love content,” assured Zyman, after emphasizing that content has the power to change the way we see the world and people´s way of being, not only due to the power of its stories but because of the conversations and community it generates around them.
Together with his team, Alejandro Manrique, director Ad Sales in Mexico, and Alexander Nempeque, Director of Data & Insights at Turner Mexico, they explained to the attending brands that they are changing from being pay-TV channels to a media, brands, and content ecosystem. There, they narrated specific examples, such as the case of Bronco and Parrilleros. Damayanti Quintanar, the protagonist of La Muchacha Que Limpia, and Gabriela de la Garza, the protagonist of the dramedy Amarres, were also on the stage.
The evening closed with the presentation of the band Matute.