Cisneros CEO, Adriana Cisneros talks to Latinvex about her passion for technology, the legacy of her father, the company’s real estate business and corporate social responsibility focus. September, 2013

1. Wednesday, September 04, 2013
People
Adriana Cisneros:
Passionate About
Technology
Cisneros CEO Adriana Cisneros talks to
Latinvex about the company’s current and
future business.
BY JOACHIM BAMRUD
In this interview with Latinvex, Cisneros CEO
Adriana Cisneros talks about her passion for
technology, the legacy of her father, the
company’s real estate business and focus on
corporate social responsibility.
Latinvex: How do you view the potential for
technology in Latin America in general and the
Cisneros’s use of that specifically?
Latin America is experiencing a true digital
revolution. It is one of the fastest growing regions
in terms of the expansion of the Internet; in 2012
alone, it increased 42.9 percent. We see the same
growth potential in online videos, social networks
and e-commerce. In my new role as CEO I will
continue working on the plan developed as head
of strategy spearheading our endeavors in the
digital world. The most fascinating thing for me is
how to conceive new successful businesses that
are at the forefront of technological developments
and still satisfy the present needs of the general
public as this impacts their means of
communication. I am really passionate about
anticipating how all the pieces of the puzzle come
together in order to identify and integrate new
acquisitions and platforms. That is why I
established Cisneros Interactive, a business
division that integrates everything digital, which at
the moment includes ad networks, social gaming
and e-commerce, and it will be the force behind of
our new strategic developments. Similarly, over
the past few years we have converted our
television content into 360° concepts with digital strategies, allowing us to get even closer to our
audiences and offer them better experiences through the different platforms.

2. Latinvex: How do you view the potential for the Cisneros in general?
Cisneros is benefiting from a period of high growth potential in both the expansion into new markets
and the diversification of its business divisions. We are focusing on three main areas: Production
and distribution of multiplatform content, online advertising and e-commerce, as well as real estate
development. Not only that, we are always exploring new alliances with strategic partners and
establishing synergies within our companies to achieve greater growth and experience for Cisneros;
this allows us to promote new Corporate Social Responsibility initiatives.
Latinvex: What are you most looking forward to as CEO of Cisneros?
I see a path of evolution, consolidation and exploration of new opportunities for Cisneros that will
strengthen what we have been building for more than eight decades. However, my greatest
challenge will be to continue leading the company’s growth at the fast pace my father did. His
extraordinary ability to almost immediately envision the potential of a business deal was the key to
success for this company. We are consolidating our global expansion, our incursion in the digital
world, and our real estate development. We have a great future ahead of us... a future that will be
based on four fundamental pillars:
1. Consolidate new methods of distributing content and continue to be a leader as an integrated
multiplatform production company, spearheading the development of original content for Hispanic
markets.
2. Diversify risk with the creation of new business divisions, integrating the Cisneros’s real estate
and sustainable tourism division.
3. Invest in innovation by identifying entrepreneurial digital projects in the region, and exploring new
ways of doing online business.
4. A dedicated vision to Corporate Social Responsibility, evaluating educational initiatives in Latin
America, among other endeavors.
Latinvex: To what degree will you still be involved in Tropicalia in the Dominican Republic?
Tropicalia is one of the four fundamental pillars of my strategic business plan. It is one of the
Cisneros’s most ambitious projects serving as the launch pad of our new real estate division. Just
as I have been doing from the start, I will continue to work very closely with both the business unit
team at our corporate offices and the team in the Dominican Republic to consolidate the project and
its potential.
Latinvex: Why have you made CSR a key part of your future focus as CEO?
For us at Cisneros, Corporate Social Responsibility is a tradition we have maintained for more than
eight decades; it’s part of our vision and our family values and it’s been part of our business
philosophy even before the company was formed. On a personal note, my parents have been
wonderful role models and they have bestowed in me a social commitment that has become an
indispensable part of my personal life, as in business. Embraced by this spirit when I began to work
for my family, I have always sought to connect business strategies with Corporate Social
Responsibility to create programs that were aligned with the characteristics of each of our
companies. We have created some very strong and important programs, and we are very proud of
them. We are now entering a new period in which we will reassess and re-launch our investment
initiatives in the Latin American region’s education.
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