A Pivotal Event in Mexico’s Digital Marketing Landscape
In its 20th edition, the most influential digital marketing event in Mexico gathered over 3,600 attendees, including prominent industry leaders. The central themes were artificial intelligence, retail media, and the impact of authentic content, shaping trends and sparking conversations about the future of the digital ecosystem.
Event Overview
Held at Expo Santa Fe, IAB Conecta 2025 concluded on May 22nd. The event brought together over 3,600 participants, including brand leaders, agencies, tech platforms, and media. The event featured more than 30 conferences, panels, and showcases, discussing digital transformation from various perspectives.
Three Main Stages
The event unfolded across three primary stages: Evolution Stage, Spiring Stage, and Vision Stage. Each stage offered distinct content curation to address digital transformation from diverse viewpoints.
Evolution Stage
This stage focused on authenticity, technology integration, and media convergence. Notable speakers included Marco Casarín (Meta México), Marta García Alonso (HEINEKEN México), Andreia Morelli (American Express México), and Xiomara Martín Matos (Leading Women México). High-level presentations were delivered by industry leaders like Ricardo Carvajal (Walmart Connect) and Taide Guajardo (P&G Europa). The stage also explored AI innovations in advertising, with insights from experts like Monique Pintarelli (X).
Spiring Stage
This stage emphasized technical and tactical advancements in digital marketing. Panels and showcases discussed storytelling transformation by publishers, AI-driven automation in agencies, in-store audio experiences, and cookie elimination as an opportunity to redefine consumer loyalty. Panelists from Amazon Ads, SAP, Uber, Office Depot, and OXXO shared case studies and practical tools for adapting strategies to a more precise, emotional, and data-centric media environment.
Vision Stage
This stage looked ahead to the future of digital marketing and advertising communication, focusing on innovation, leadership, and emerging technologies. Topics included AI-driven multidisciplinary leadership, omnichannel retail media, and streaming’s transformative role in consumer behavior. Spokespersons from Microsoft, Samsung Ads, Disney, and Globant Gut discussed the impact of AI, integrated ecommerce, and CTV as a key platform in the new era of audience connection.
IAB Mixx México 2025 Awards
A highlight of the event was the presentation of the IAB Mixx México 2025 Awards, recognized as the most prestigious in digital advertising. The jury, composed of over 65 industry experts, evaluated more than 245 submitted campaigns from agencies and brands. A total of 34 awards were granted: 3 Gold, 11 Silver, and 20 Bronze.
Award Highlights
- Content for User Engagement: W1NG COD3S, by Havas HOY
- Influencer and Talent: CHECOLAND, by Wieden+Kennedy
- Gaming: The Cheapest Transfers, by Terán TBWA
Four initiatives received special category awards. Código Indio won the Diversity and Inclusion award, while The Cheapest Transfers was named Best in Show. Terán TBWA was honored as Agency of the Year, and Bodega Aurrerá took home the Anunciante del Año title, solidifying their leadership in the advertising landscape.
