Luiz Guilherme Duarte
Director Ad Sales Operations
DIRECTV Latin America
Director Ad Sales Operations DIRECTV Latin America
Dr. Duarte is part of DIRECTV since its early days in 1996. He started working in the Engineering Department and trained many of the initial technicians deploying the service for Latin America.
He then moved to work in multiple capacities, creating a Marketing Research & Intelligence apparatus, and managing other large projects, including the inception of Salesforce and Imagine traffic automation systems.
In special, Dr. Duarte headed the development and launch of the first set-top-box audience measurement in the continent back in 1999 and successfully turned it into a side business that included HBO, Sony Pictures and many other clients.
Among other industry awards, Dr. Duarte holds the Advertising Research Foundation (ARF) recognition of the launch of the first DVR timeshifted ratings for TiVo in 2006, ahead of Nielsen and Comscore/Rentrak.
He is a journalist with a Master’s degree in Telecommunications and a Ph.D. in International Marketing from Michigan State University.
His books on Pay TV are mandatory reading for many Communications students in Latin America. The latest is called “The Evolution of Television: An Analysis of 10 Years of TGI Latin America (2004-2014),” available on Amazon.