Archive for 06/10/2013

@Latin Content Marketing: General Mills Kicks Off 2013 Forum

What is content marketing and why is everyone talking about this? These are some of the questions that will be addressed starting Tuesday morning, as a group of brand marketers, publishers and advertisers gather in Miami for the Latin Content Marketing Forum, organized by Portada Magazine, at this city’s Intercontinental Hotel. Kicking off Tuesday’s agenda was […]


@Latam Summit. Taking Advantage of the Brazil Opportunity

Portada’s Latin American Advertising & Media Summit kicked off Tuesday afternoon with a keynote presentation -and interview- with Claudio Ferreira, the publisher of Veja Magazine, the world’s second largest magazine after Time and one of dozens of titles published by Brazil’s Grupo Abril. Ferreira warned the audience: “My Portuguese is better than my English,” and […]


@Latin Content Marketing: Pepsi Talks ‘Cultural Fluency’

The Latin Content Marketing Forum came to a close Tuesday afternoon with a presentation from Javier Farfán, the Senior Director of Cultural Branding for Pepsi, who introduced attendees to ‘Cultural Fluency’ and how Pepsi uses ‘cool content’ to engage audiences. As part of his introduction, Farfán reminded the audience that Pepsi (under his leadership) was […]


@Latam Summit. Making Inroads in Brazil

Doing business in Brazil is not only good business, but very rewarding. Alas, it is no easy feat. At least, that was the consensus during an afternoon session at the last day of the Latin American Advertising & Media Summit in Miami, where panelists, Brazilians and non-Brazilians, shared some light on what to do  -and […]


@Latam Summit: Online, Mobile Ad Spend Still Low in Latin America

Microsoft, Burger King, Grupo Copesa and Starcom MediaVest Group converged Wednesday morning in Miami to discuss how advertisers and brand marketers in Latin America are using -or not- technologies to purchase media more efficiently. The discussion kicked off with moderator Marcelo Montefiore, owner of Global Mind, asking panelist to discuss whether they employ advertising technologies, […]


@Latam Summit. Mexico: Challenges & Opportunities

A day after a comprehensive introduction to the economic opportunity of Brazil, the Latin American Advertising & Media Summit on Wednesday opened the discussion around the opportunities -and challenges- surrounding yet another Latin American colossus: Mexico. Country Focus: Mexico featured Jorge Laverde, Marketing Head of Latin America North of Nokia; Gerardo Llanes, CMO of the Mexico […]


Procter & Gamble Restructures Global Business Units

The Procter & Gamble Company announced it is grouping its Global Business Units into four industry-based sectors as part of the Company’s ongoing plan to improve business performance. These changes support the Company’s current growth strategies of strengthening developed market businesses, maintaining developing market momentum, building a strong innovation pipeline, and driving productivity improvements. “This […]


Telemundo Launches Initiative to Track Cross-Media Consumption

NBCU-owned Telemundo is partnering with Vision Critical and Symphony Advanced Media (SAM) to launch “Mi Telemundo” and “Tu Pulso Latino,” two insight communities that will measure –and translate– four screen media consumption by Hispanic viewers. Telemundo, in tandem with Vision Critical, will develop a custom 5,000-member viewer community while integrating SAM’s portable cross-media tracking technology […]


Sales Leads: Ford, Kia, Kiehl’s, RJR Reynolds

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now. Ford FordFord Motor Co. last week launched Si todo fuera como un Ford (If  Everything Was Like a Ford,) a new ad campaign introducing the brand’s new  Hispanic value positioning, featuring […]


Changing Places: Ken Muench, Fernando Rodriguez, Jeff Fox, Ray Chelstowski, Lincoln Millstein, Michael Gillespie, Sandra Smester…

People change positions, get promoted or move to other companies. Portada is here to tell you about it. Ken Muench  and Jeff Fox have left their respective posts at Draftfcb to  launch Collider, a strategic marketing consultancy in California. Gerardo Adame, the general manager of Terra México, has been tapped to replace Fernando Rodriguez as head of […]


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Curacao’s CMO Ariela Nerubay: Automated Behavioral Emails More Than Double Open and Click-Through Rates

Curacao’s CMO Ariela Nerubay: Automated Behavioral Emails More Than Double Open and Click-Through Rates

Two years ago, the large-format retail store chain Curacao, headquartered in Los Angeles, began to send out automated emails based on customers’ interactions on Curacao’s website. The results have proven impressive, and Curacao plans to roll out new features offered by its automated emailing tool in the coming months.