Cinemax Latin America strengthens Mexican presence


Juan Fernandez Gonzalez

| 05 August 2015

Cinemax Latin America has strengthened its advertising presence in Mexico, appointing Bernardo Iturriaga as director for ad sales in the country.

Since 2012, Cinemax has been steadily growing in the Mexican pay-TV market, producing the 12 most-watched movies and series.

Through the appointment, the HBO network intends to improve its strategic planning and capitalise on the brand's engagement with the local audience.

Iturriaga will report directly to Reanata da Conceiçao, VP for advertising sales. "We're happy to welcome Bernardo to Cinemax," said Da Conceiçao. "He brings vast experience and increases the value of the brand we offer to our clients in Mexico in this expansion phase we're going through."

Iturriaga has over 19 years experience working within the sales and advertising business, having been working at Mexico's TV Azteca as director of national sales, a position in which he was in touch with many free-to-air (FTA) TV advertisers and ad agencies in the country.

In Mexico, Cinemax offers exclusive access to all HBO and MAX series, such as Game of Thrones, in addition to films from Warner Bros, Disney Studios, Universal Pictures or Sony Pictures, among other production houses.