Xaxis Names Lucas Mentasti Chief Executive Officer, Latin America
Mentasti Promoted from Previous Role as Managing Director, Latin
America, Where He Grew Business from Inception to More Than 250 Clients
across the Region
NEW YORK & MIAMI–(BUSINESS WIRE)–Xaxis, the world’s largest programmatic audience company, announced
today the promotion of Lucas Mentasti to CEO, Latin America. Mentasti
was previously managing director, Latin America and the first employee
dedicated to the region. In this role, he successfully launched Xaxis
operations in Miami, Mexico, Argentina, Brazil, Colombia and Puerto
Rico, building the Latin America business to more than 250 clients while
doubling revenue each year.
Additional highlights under Mentasti’s leadership include launching the
region’s first fully-featured audience buying platform, introducing
lookalike modelling capabilities to the market, and growing the Latin
America team from a single employee to a staff of 40. More recently,
Xaxis Latin America has rolled out its industry-leading Light TV
product, which allows TV advertisers to effectively reach the growing
universe of “cord cutters” who are difficult to connect with via
traditional television buys. In addition to its existing Latin America
locations, Xaxis will open offices in Peru, Chile and Uruguay in 2017.
“Latin America is one of our fastest growing markets and Lucas has
played a key role in establishing Xaxis as the region’s most capable and
effective partner for audience-based media buying,” said Xaxis global
CEO, Brian Gleason. “He has done a superlative job in driving increased
adoption of programmatic among the region’s largest advertisers and we
look forward to his leadership as we continue to grow our footprint and
capabilities in Latin America.”
Prior to Xaxis, Mentasti served as vice president, digital director for
Latin America at Starcom MediaVest, where he was in charge of digital
products for all company clients in the region. Previous experience
includes positions at Havas and DDB in his native Argentina. Mentasti
began his career at Boston Consulting Group doing analysis for
telecommunications, financial services and heavy industry projects. He
received his B.A. in Business Economics from Universidad Torcuato di
Tella and M.S. degree in Integrated Marketing Communications from
Northwestern University.
“Programmatic in Latin America is growing at a furious pace as major
advertisers continue to expand the role of audience-based media buying
within their overall spend,” said Mentasti. “The response to Xaxis over
the past three years has been enormous as advertisers have seen the jump
in performance we are able to deliver in support of their country and
region-wide campaigns. I am excited for this new opportunity as we take
Xaxis Latin America to the next phase in its development.”
About Xaxis
Xaxis is the world’s largest programmatic audience company that connects
advertisers to audiences across all addressable channels. Through the
expert use of proprietary data and advertising technology along with
unparalleled media relationships, Xaxis delivers results for over 3,000
clients in 46 markets across North America, Europe, Asia Pacific, Latin
America and the Middle East. Advertisers working with Xaxis achieve
exceptionally high return on advertising spend through the company’s
proprietary media products, as well as through its specialist companies,
Light Reaction and plista. For more information, visit www.xaxis.com.
Contacts
Harmonica for Xaxis
Katy Saeger, +1 310-597-2337
katy@harmonica.co
or
Peter
Epstein, +1 323-251-3567
peter@harmonica.co
