Relaunch of E&N Brand Lab as Part of an IAPA Initiative Supported by Google
Miami (June 16, 2025) — The Inter American Press Association (IAPA) celebrates the successful relaunch of E&N Brand Lab, the branded content unit of Estrategia&Negocios magazine from Grupo Opsa in Honduras. Not only did the project exceed its sales targets, but it also transformed its commercial strategy thanks to its participation in the Digital Revenue Accelerator, an initiative led by the IAPA and supported by Google News Initiative.
With technical support from the Marktube Group, the editorial and commercial team at Estrategia&Negocios decided to revamp its branded content unit to deliver creative solutions aligned with digital consumption trends and focused on delivering real value to brands.
The initiative included redesigning Brand Lab’s visual identity, updating its online presence, creating a new digital media kit, and developing social media content products.
Led by Patricia Carolina Muñoz Avelar, Regional Sales Head, the project achieved remarkable results in just three months: 27 sales presentations were conducted and 9 deals closed, surpassing the conversion goal of 20%. “It was a challenging but very enriching process. We managed to align the editorial, marketing, and technology teams to deliver a solid and coherent proposal,” Muñoz explained.
One of the project’s main strengths was its ability to integrate different areas of the organization. “Although I submitted and led the project, it would not have been possible without the support of the editorial, marketing, and technology teams,” she added. Collaboration was essential to ensure that content preserved the journalistic essence of the magazine, even in commercially driven formats.
The Digital Revenue Accelerator, which includes over 40 media outlets from across Latin America, aims to help news organizations strengthen their revenue models through mentoring, strategic consulting, and financial support. “It wasn’t just a resource boost. We had constant support, with a clear timeline that helped us stay focused and execute effectively,” Muñoz noted. “Without Google, this wouldn’t have had the same scale or quality.”
The IAPA also played a key role by connecting media with strategic partners and interpreting the industry’s transformation needs. “This initiative came at a crucial time, as traditional media continue to face advertising losses to digital platforms,” Muñoz emphasized.
“The case of E&N Brand Lab is a concrete example of how media can reinvent themselves and develop innovative products when they have strategic vision, technical support, and effective partnerships,” said Carlos Lauría, IAPA Executive Director. “Our mission is exactly that: to help media outlets strengthen their sustainability in the digital ecosystem without losing sight of their journalistic core.”
“At Google, we especially value projects like this, where clear goals and strong execution translate into meaningful, transformative impact for a media company,” added Rodrigo Bonilla, Head of News Partnerships for Google in Latin America. “We believe that through partnerships that support programs like this Accelerator, we can bring real value to an ever-changing news ecosystem.”
Now, the challenge for E&N Brand Lab is to consolidate its new products, increase promotion, and continue to generate added value for advertisers. “We know these formats need time to mature in the market, but they are already drawing interest. We’re on the right track.”
“This case shows that when strategic vision, teamwork, and proper guidance come together, results follow,” concluded Ezequiel Arbusti, CEO of Marktube Group. “E&N Brand Lab not only exceeded its targets but achieved a deep, sustainable transformation. That’s what we aim for with the Accelerator: to drive real change that strengthens media in the new digital era.”
The IAPA is a non-profit organization dedicated to defending and promoting freedom of the press and expression in the Americas. It comprises more than 1,300 publications from the western hemisphere and is based in Miami, Florida, United States.