Observed Signal · Jul 20, 2026 · Award Recognition · Source: Hello Partner · Impact: 2/5 · Sentiment: Positive

Liberty Latin America Credits GPMA Win to In-House Performance

Executive Signal Summary

Liberty Latin America's Head of Paid Social, Diana Castro, discusses the company's GPMA gold-winning Vente Pa' Acá campaign and how a rapid, disciplined regional in-house performance approach converted a competitor exit in Panama into market share. Working under a 30-day window after Digicel's exit, the team applied a pre-mapped full-funnel (40% awareness / 30% consideration / 30% conversion), segmented audiences, and a daily 'war room' structure to acquire 138K+ new customers (61% of the migration) against a 120K target while reducing CPA from $26 to $14. Castro describes scaling in-house AI tools — an AI Creative Director cutting insight-to-iteration time by 70% and 'Maino AI' running paid media autonomously — and plans to replicate the regional playbook across other markets.

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High Confidence

Demonstrates a high-impact regional in-house performance model and concrete AI-driven workflow improvements relevant to advertisers and martech teams, but is a single-company case study rather than platform-level or regulatory change.

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Key Takeaways & Evidence Grounding

Liberty Latin America won the GPMA gold for Best Integrated Performance Marketing Campaign in 2025 with the Vente Pa' Acá campaign.
Following Digicel's exit from Panama, Liberty Latin America had 30 days to act on ~230K customers in play and acquired 138K+ new customers (61% of total migration) against a 120K target.
The campaign reduced performance CPA from $26 to $14 as volume scaled.
Liberty Latin America uses an in-house AI Creative Director that reduced insight-to-iteration time by 70% (from two weeks to same-day).
Maino AI is running paid media autonomously after a live controlled test versus the company's media agency and is outperforming that benchmark on cost and volume.

Ontology Mapping & Concepts

Paid Social & Community Management Creative Orchestration (DCO & Design)Measurement & Analytics Platform #In-house AI Creative Director #Maino AI #Autonomous paid media

Primary Source Grounding & Direct Attribution

Direct Origin Attribution

Primary Reporting: Hello Partner•Published: Jul 20, 2026

Original Coverage Title: ““It's Raised the Bar Internally”: Liberty Latin America’s Diana Castro Talks GPMA Success”

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