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Laura MartinezRenowned journalist and blogger Laura Martinez is joining Portada's growing editorial team as Senior Correspondent. Laura is also the Editorial Director of Voxy.com, a Web -and mobile-based language-learning tool.

Prior to joining Portada, Laura was the Editor in Chief of Marketing y Medios magazine and launched the Hispanic edition of The Wall Street Journal Americas. She will be reporting about the U.S Hispanic advertising and media markets with a special emphasis on broadcast media. 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

Santiago Nogues – Ruy Mussi ::: Laura Chiavone – DDB Brazil ::: Marina Mendez – IPG/ Mediabrands ::: Rafael Martinez – Gonzalo Martinez, Javier Macias, Miguel Angel Ruiz – Ogilvy ::: David Luhnow – Dow Jones Newswire :::

Santiago Nogues has been appointed Creative Director at Ruy Mossi Argentina. Nogues will be tasked with accounts like Samsung, Surrey and Branca.

Laura Chiavone is the new Planning VP of DDB Brazil. Chiavone will work with Marcelo Passos, Account VP and Monica de Carvalho Business VP. Nathalia Iervolino will report to Chiavone as its Account Director.

Marina Mendez is the new regional director of Mediabrands Audience Platform (MAP) for World Markets Latam, the global division of Mediabrands that deals with all specialized digital services including search, display, social, mobile, programmatic buying and video. Méndez will be in charge of developing a holistic vision for the whole range of MAP services that are already present in Latin America, including the units of Reprise Media (Digital Marketing/SEM) and Cadreon (programmatic buying). Méndez will be reporting to Pablo Rodriguez, president of Mediabrands, World Markets Latam. Earlier in her career Méndez worked as president of OMG Digital and as regional CEO of ZED Digital (Publicis).

Ogilvy has announced that Miguel Angel Ruiz, VP of Creative Services, Javier Macias, VP of Planning, Gonzalo Martinez, VP of clients and services and Rafael Martinez Gallardo, Ogilvy Red´s Director have left the agency to found their own business. Accoring to the executives the new agency will began to operate in October.

David Luhnow has been named Latin America editor for Dow Jones Newswires and The Wall Street Journal. He will be based in Mexico City. Luhnow has been Latin American bureau chief for the Journal since 2008 and is overseeing a regional editorial staff of 31 across Central and South America.

 

People changes positions, moves or gets promoted and Portada is here to tell you about it.

David Anon – Heritage Marketing -, Laura Villareal – Research in Motion -, Harris Diamond – McCann -, George Entwistle – BBC -, Richard Dunmall – Naked -, Steven Sinofsky – Microsoft -.

David Anon until recently Sr. Director of Marketing Latin America at Research in Motion, has left his position. He is now a managing member at  Heritage Marketing Network based in Miami Lakes, FL. At Research in Motion (Blackberry), Anon’s role will be taken over by Laura Villareal Marketing Manager for Mexico and Northern Latin America, based in Mexico City. Villareal is also in charge of media.

McCann Worldgroup has new CEO and Chairman. Harris Diamond is replacing  Nick Brien at McCann (Interpublic Group´s (IPG) ). Also, McCann Worldgroup has promoted Luca Linder and Gustavo Martinez. Both will also be responsible for McCann Erickson Advertising. Linder adds Middle East and Africa responsibilities to his current title as McCann Worldgroup president of the Americas, while Martinez will take on responsibility for the Asia-Pacific region, expanding his current position of McCann Worldgroup president for Europe.

George Entwistle leaves the direction of the BBC after less than two months in the job. Entwistle resigned in the wake of the ‘child abuse’ report by Newsnight. Tim Davie will be soon in charge of the general direction. Davie has worked before for Procter & Gamble and Pepsi.

Richard Dunmall is the new CEO at Naked replacing Steve Gatfield. He has worked for Microsoft as global advertising sales chief. He will be based in New York and he will report to Matthew Melhuish.

Microsoft’s Windows and Windows Live president Steven Sinofsky has left the company. Microsoft declined to give a reason for Sinofsky’s exit.

People changes positions, moves or gets promoted and Portada is here to tell you about it.

David Anon – Heritage Marketing -, Laura Villareal – Research in Motion -, Harris Diamond – McCann -, George Entwistle – BBC -, Richard Dunmall – Naked -, Steven Sinofsky – Microsoft -.

David Anon until recently Sr. Director of Marketing Latin America at Research in Motion, has left his position. He is now a managing member at  Heritage Marketing Network based in Miami Lakes, FL. At Research in Motion (Blackberry), Anon’s role will be taken over by Laura Villareal Marketing Manager for Mexico and Northern Latin America, based in Mexico City. Villareal is also in charge of media.

McCann Worldgroup has new CEO and Chairman. Harris Diamond is replacing  Nick Brien at McCann (Interpublic Group´s (IPG) ). Also, McCann Worldgroup has promoted Luca Linder and Gustavo Martinez. Both will also be responsible for McCann Erickson Advertising. Linder adds Middle East and Africa responsibilities to his current title as McCann Worldgroup president of the Americas, while Martinez will take on responsibility for the Asia-Pacific region, expanding his current position of McCann Worldgroup president for Europe.

George Entwistle leaves the direction of the BBC after less than two months in the job. Entwistle resigned in the wake of the ‘child abuse’ report by Newsnight. Tim Davie will be soon in charge of the general direction. Davie has worked before for Procter & Gamble and Pepsi.

Richard Dunmall is the new CEO at Naked replacing Steve Gatfield. He has worked for Microsoft as global advertising sales chief. He will be based in New York and he will report to Matthew Melhuish.

Microsoft’s Windows and Windows Live president Steven Sinofsky has left the company. Microsoft declined to give a reason for Sinofsky’s exit.

Veronica Pimstein has been named senior vice president of creative for Latin America/U.S.Hispanic at Sony Pictures Television.

Edna Schmidt has quiet Univision. She was anchor/reporter. The Spanish-language network names Lourdes Torres director of special projects; Jairo Marin is executive producer of newsmagazine Aquí y Ahora (Here and Now); and Maria Martinez-Henao becomes managing editor of network news.

Laura Diaz left CBS2 News. She was a solo anchor.

Renata Florio has been appointed as Chief Creative Officer by Wing.

Major Radio networks have censored Pizza Patrón advertising that carries the word “Chingón”.  In fact, none of the stations agreed to run the spots without bleeping the word “Chingón.” “Networks like Univision and CBS Radio refused to run the spot entirely, even with the word censored – they claimed that they were fearful of potential FCC penalties,” Yousef Kattan FernándezPresident/CEO/Founder of Dallas based TruMC, the agency that buys media for Pizza Patrón, tells Portada. The networks decision has come just three weeks ahead of the radio spots’planned premiere on March 31.

Major radio networks including Univision Radio and CBS Radio have refused to run Pizza Patrón spots, the Spanish language ads feature different personalities who expound why they are “chingón” enough to try the company’s spicy new Limited-time-offer-pizza, named La Ch!#gona.   In Mexican street slang chingón is “said of a person who is competent in an activity or knowledgeable in a specific area.”

Pizza SalameHow is Pizza Patrón’s media plan going to change as a result the radio networks “censorship’? Yousef Kattan, head of TruMC, the agency that plans and buys media for Pizza Patrón notes that they have partnered with other radio stations for the spot: “Colloquialism or “picardía” (street-wise humor) and “censorship” are common traits in Mexican culture that all Mexicanos can relate to in their hearts. We partnered with station groups that could obviously run the creative, and we’ve hand selected talent in each market to represent the Pizza Patrón brand to its core, Mexican-born customer base. These on-air personalities are Mexicanos who speak the way the brand speaks, not apologizing for who or what they are and that know how to have fun with the subject.”

These same networks regularly feature songs and talk-show dialogue that is much more risqué than anything we are doing. 

Social Media Buzz?

If Pizza Patrón plays its cards right, the pizza chain may save ad dollars by getting much more buzz and popularity out of the controversy in social media than it would have airing the ads in the radio networks that are censoring it.
Popular comedian and talk show host George Lopez, whose stand-up comedy examines race and ethnic relations, including Mexican American culture, tweeted the following to his more than 1.9 million followers yesterday.

 

“At this point, we hope it stirs productive discussion on what it means to be Mexican in the U.S. today. The vast majority of feedback we’ve heard from customers who were interviewed about the concept at the stores has been very supportive. The truth is, it’s how us Mexicanos talk, it’s how we relate to certain situations or subjects,” says TruMC’s Kattan.

What’s wrong with Chingón?

 Pizza“The decision to ban the spots over the name La Ch!#gona doesn’t make much sense to us,”Andrew Gamm, brand director for Pizza Patrón, said in a news release: “We are being selectively censored to protect Mexican listeners from so-called potentially ‘offensive’ language. These same networks regularly feature songs and talk-show dialogue that is much more risqué than anything we are doing.” “Each station group has their right to accept or decline creative. Personally I love it, its creative that’s tailored to focus on how “mexicanos” talk, its who we are,” TruMC’s Kattan notes. Richards/Lerma, the Dallas-based Hispanic branding and creative agency, was hired by Pizza Patrón and asked to create spots that speak “Mexican” to the brand’s core, Mexican-born customer base. Aldo Quevedo, principal and creative director for Richards/Lerma, defended the strategy behind the ads saying, “Mexican slang and humor are very particular, and we applaud Pizza Patrón for connecting with their core consumers at a very deep level, avoiding stereotypes.”

For an interesting take on the subject read Laura Martinez’s  Pizza Patrón and the double standard of U.S. Hispanic Media ” (Miblogestublog.com)

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

Lauren ZalaznickNBC Universal executive Lauren Zalaznick will be leaving the media company after less than a year in a job focusing on digital initiatives, CEO Steve Burke said in a memo on Friday. Zalaznick, 50, had been at NBC Universal for 12 years and is the latest executive to exit the company as part of a reshuffling by Burke. Comcast has owned NBC Universal in its entirety since March. Zalaznick’s current direct reports in her digital portfolio will be divvied up by Cesar Conde, the former Univision programming exec who joined NBCU International earlier this month, and Jeff Shell, the NBCU Intl. topper who will move back across the pond to become chairman of Universal Film Entertainment Group in January. Zalaznick will stay at the company during an unspecified transition period and then move on to a consulting role, according to Burke’s memo obtained by Reuters on Friday.

Laura Desmond, CEO of Publicis Groupe media agency network Starcom MediaVest Group, has resigned from the board of video ad tech company Tremor Video. She gave her notice in August and her departure from the video ad network was effective September 26, 2013. She had served as a member of Tremor’s board since January 2012. This summer, observers  flagged Ms. Desmond’s board position as a conflict-of-interest, but Ms. Desmond has remained mum about the criticism that erupted.

El Nuevo Herald’s executive editor Manny Garcia is exiting El Nuevo Herald to join the Naples Daily News. In a memo first reported by Random Pixels, Herald publisher David Landsberg told the newsroom that Garcia was set to leave after 23 years with the company.An El Nuevo story later confirmed his departure was to take over at the Scripps-owned Daily News on Florida’s Gulf Coast.

Laura Martinez has accepted a job as the New York City-based Senior Editor of CNET en Español. Martinez will no longer work as Portada’s Senior Correspondent.

Univision announced two  appointments to its executive team ; Rick Ehrman, a 20-year industry veteran, has joined the Company as executive vice president of Corporate Business Development and Jennifer Ball, who joined Univision in 2008, has been promoted and named executive vice president of Content Distribution Marketing and Partnerships. Both executives will be based in New York and report to Tonia O’Connor, president, Content Distribution and Corporate Business Development.

The National Hispanic Corporate Council announced the appointment of Octavio A. Hinojosa Mier as its new Executive Director. Hinojosa Mier comes to NHCC with more than nine years of nonprofit executive leadership and corporate development experience. He will provide day-to-day leadership, vision, and strategic direction in growing the organization’s membership within Fortune 1000 corporations, as well as strengthening the organization’s initiatives in the area of corporate best practices as it relates to the growing importance of the U.S. Hispanic market.

Cisneros announced the appointment of Victor Kong as President of Cisneros Interactive, a division incorporating the organization’s initiatives and developments in the digital world, including its mobile and online advertising networks, Adsmovil and RedMas, respectively, serving the U.S. Hispanic and Latin American markets. Victor will report directly to Adriana Cisneros, CEO of Cisneros, and be based, along with his team, at the corporate headquarters in Miami, Florida. In addition to undertaking the leadership of Cisneros Interactive, Victor will retain his responsibilities as Chief Digital Officer

INGRID.REYESMulticultural media placement firm EPMG announced the appointment of Ingrid Reyes to its executive team in the role of executive vice president, director of client solutions, strategy, and value. Ingrid will take the lead in client specific cross-platform media strategy, leveraging EPMG’s capabilities from print media to full scope digital solutions and content marketing.In addition, EPMG announced that Alejandro “Alex” Sánchez is joining EPMG as Executive Vice President and Director of Hispanic Media and Custom Publishing. Sánchez’s main focus will be put on driving growth in digital and print integrated platforms. He will oversee EPMG’s national sales team. Sanchez joins EPMG, a leading print and digital media placement firm in the multicultural space, from The Houston Chronicle’s La Voz, where he was the publisher and general manager.

Ivonne Kinser has joined Haggar Clothing Co. in the role of Digital Marketing & PR Director. A native of Venezuela, Ivonne brings to Haggar more than fifteen years of experience in comprehensive brand, social and digital marketing working with Fortune 500 companies including American Airlines, Home Depot and Unilever as well as with technology and e-commerce startups in the retail, fashion and investment industries.

Neil Vogel, known in the advertising world as the guy behind the Webby Awards (the Internet take on the Oscars,) in April took over as CEO of About.com, replacing Darline Jean, who stayed in the company after IAC bought it from the New York Times last year. Vogel, whose main task is to overhaul the site’s look and user experience, spoke to Laura Martínez, Portada’s Senior Correspondent, about the opportunities -and challenges- of the site and what he plans to do with its Spanish-language content vertical.

An edited transcript follows:

Laura Martínez: For those who don’t know what About.com is all about… Give us a quick walk through, the big picture if you will of the property.

Neil Vogel Neil Vogel, CEO of About.com: “About.com is the largest network of handcrafted expert content channel in the Internet; we have 21 content channels and cover everything from how to make an apple pie to how to fix your car. I joined over 2 months ago, and what we’re doing is, we’re taking a fresh look at everything of what we’re doing here. What people know about us: We’re really big. We have 85 million to 87 million uniques a month; we do a 100 million page views a month, and a lot of that comes from search traffic.”

LM: What would you say are your most immediate challenges?

NV: “I think we don’t look as great as we should. What you probably know is that our UX and UI definitely have much room for improvement. We have huge opportunities in social and in mobile, so we want people to interact with our content better. We have this awesome content (950 plus guides) and because our content is really good, we have the challenge to build something more engaging.”

LM: I was looking for a ceviche recipe on the Internet and when I typed “ceviche” in Google, I got an About.com page on how to make ceviche. Yet, I would have never gone to About.com to look for it… Aren’t you guys too dependent on search engines?

NV: “For many people, Google is the front door to the Internet. So showing up first when you look for something in Google is actually a great thing. The challenge, for us, is that once you’ve found your ceviche thing, we want you to have a great experience: Perhaps watch a video, see some pictures, read about other people’s experience making ceviche…. Your experience has to be so good, that next time you see a link from About.com, you will want to click on it again.”

LM: And how do you plan to do that?

NV: “We are going to focus our site a little more domain specific and build things in that people want, whether it’s more social or things people expect in a modern content site.”

LM: You talked earlier about challenges in User Experience and design. Can we expect a radical redesign soon?

NV: “If you look at About.com a year from today vs. what it looks like today, you will say: ‘Wow! this is one big redesign.’ But the truth is that it’s not going to happen from one day to the next. It’s going to be a lot of small changes that add up to big changes. It’s going to be a thousand small things, not one thing.”

LM: How much of your traffic comes from mobile?

NV: I think a little more than 20% of our traffic comes from mobile, not including tablets.

LM: Do you guys plan to have an ‘app?’

NV: “Not really. Because the way people find us [mostly through search engines] we’re working on optimizing our mobile web.”

I’m not so sure a language should be a category.

LM: Let’s talk a bit about ‘Español.’ Right now, you treat About en Español as yet one more channel under About.com. Is this the way to go? Have you thought of making it a separate, independent page?

NV: “We’re looking at our Spanish content the same way we’re looking at everything we do. Before I got here, that’s how it was treated [as a vertical.] I cannot tell how -or why- that decision was made. I cannot tell you either if that was a good decision or a bad decision. What I can tell you now is that we’re looking at ways and see if that’s the right way to look at it. All I can tell you right now is that I’m not so sure a language should be a category.”

LM: Can you tell us a bit more about how you plan to address the Spanish-language part of About.com?

NV: “We need a comprehensive strategy on how we’re going to address this market [Spanish]. I can tell you we have 50 open jobs we’ve created since I got here, and some of these jobs will address tech issues, some content issues and some the Spanish-language site.”

LM: Can you give us some more specifics?

NV: “If we’re going to do it, it probably will have to be more than just one channel. Or maybe one channel that is very, very robust and then we’ll sell it differently. We’re looking at it right now. Organizationally you will have to committ yourself to do it… or not. I think [Spanish] is a very interesting asset, and we need to figure out something that serves the market well.”

LM: eHow is launching a Spanish-language service, currently in Beta. What would you say is your competitive advantage?

NV: “I don’t know anything about what [eHow] is doing. But I can tell you our competitors are anybody offering interesting reference content in the Internet.”

LM: About.com advertises itself as an ‘interesting vehicle for brands.’ What is it that you guys provide to marketers and how does that work?

NV: “All our traffic is intent-based traffic. So we can deliver a marketer a scale of audiences that look for very specific content and deliver an audience that is ready to make decisions. That is a core thing we can offer marketers! Historically, we haven’t done the best job doing that and I think our product needs to look a bit different to work better for brands.”

 

[youtube https://www.youtube.com/watch?v=HUqLwR7Yqbg]

Nick Denton, CEO and Founder of Gawker Media, was one of the main highlights during the first day of the Portada Latam Summit in Miami.

The web entrepreneur, known for pushing boundaries and for his constant clashes with so-called “conventional media,”  came across as a charming, bright and thoughtful observer of the digital media space. During an on stage interview conducted by Laura Martinez, Portada’s Senior Correspondent, Denton provided details about the recent launch of the Spanish-language version of Gizmodo, and explained the economics of the digital advertising and media space.

“We can become viable with a two-person, full- time staff by using our Kinja discussion platform, content from Gizmodo in English and a team of freelancers,” he noted.  “We can become profitable very quickly compared to a traditional media company, which needs to hire dozens of journalists, and may need up to 5-10 years to be profitable,” Denton noted. He also said that blogs and content about gadgets are among the most profitable online publishing segments.

Denton cited Gawker’s proprietary Kinja Discussion Technology as one of the main factors behind Gawker’s overall success. “Kinja helped us to establish a viable and independent stand alone media company with the best in modern discussion and blog technology.

Beyond Banner Advertising 

Another factor for Gawker’s success are its creative solutions for advertisers, that go beyond banner advertising. “We provide solutions for marketers to have meaningful conversations with our audience.” As an example he cited a State Farm campaign that had State Farm’ financial experts answering questions from the Gawker audience.

The Kinja commenting system has also allowed Denton and his team of over 100 writers at Gawker Media to provide a suitable platform for advertisers, PR firms and brand marketers to interact directly with a story, a writer and the top commenters. This, Denton says, is a great way to monetize your content and avoid the middle man (i.e. ad networks.)

In the end, Denton said, everything boils down to one thing. Good stories. Good content. “If you have great content, readers are going to come; and advertisers will want to work with you.”

The web entrepreneur, known for pushing boundaries and for his constant clashes with so-called “conventional media,”  came across as a charming, bright and thoughtful observer of the digital media space. During an on stage interview conducted by Laura Martinez, Portada’s Senior Correspondent, Denton provided details about the recent launch of the Spanish-language version of Gizmodo, and explained the economics of the digital advertising and media space.

“We can become viable with a two-person, full- time staff by using our Kinja discussion platform, content from Gizmodo in English and a team of freelancers,” he noted.  “We can become profitable very quickly compared to a traditional media company, which needs to hire dozens of journalists, and may need up to 5-10 years to be profitable,” Denton noted. He also said that blogs and content about gadgets are among the most profitable online publishing segments.

Denton cited Gawker’s proprietary Kinja Discussion Technology as one of the main factors behind Gawker’s overall success. “Kinja helped us to establish a viable and independent stand alone media company with the best in modern discussion and blog technology.

Beyond Banner Advertising 

Another factor for Gawker’s success are its creative solutions for advertisers, that go beyond banner advertising. “We provide solutions for marketers to have meaningful conversations with our audience.” As an example he cited a State Farm campaign that had State Farm’ financial experts answering questions from the Gawker audience.

The Kinja commenting system has also allowed Denton and his team of over 100 writers at Gawker Media to provide a suitable platform for advertisers, PR firms and brand marketers to interact directly with a story, a writer and the top commenters. This, Denton says, is a great way to monetize your content and avoid the middle man (i.e. ad networks.)

In the end, Denton said, everything boils down to one thing. Good stories. Good content. “If you have great content, readers are going to come; and advertisers will want to work with you.”

Steve Mandala, Executive Vice President of Advertising and SalesThe first time Univision hosted an upfront presentation in New York City was in May 1997, when the then company President and COO Henry Cisneros unveiled the network’s 1997-1998 season programming, boasting a record number of live hours of news, information, novelas, sporting events and specials. That year was also the last at Univision for sales executive Steve Mandala, who moved on to Telemundo as vice president/Telemundo Station and Affiliate Sales.

Today, 16 years later, Mr. Mandala will co-host Univision’s upfront presentation in New York City, this time as Executive Vicepresident of Advertising and Sales, a position he assumed in October of 2012 after spending the previous 15 years in various leadership roles at NBCUniversal and Telemundo.

Portada’s Senior Correspondent Laura Martínez caught up with Mr. Mandala at his offices in Midtown Manhattan. An edited excerpt follows:

Portada: You are back in Univision after 15 years… What is that like? 

Steve Mandala: It’s such a different company now… It is so different, it’s not even appropriate to compare it [with what it was like back then.] I can tell you this is my first real upfront with Univision. Univision today is a multimedia company with 12 network brands; 52 TV stations and 59 radio stations in all the top markets and a digital brands that we continue to roll.

P: What would you say is Univision’s main differentiator from, say, working at a bigger media like NBCU?

SM: Univision is big enough and complex enough to meet any client’s needs. And yet, we’re still small enough that we can get things done easily for our clients. We are not bureaucratic; so I think we’re at that perfect size.

P: What does the current upfront looks like?

SM: We are very optimistic about this particular upfront for two reasons. On the supply side, our ratings are up, but we have a lot more to offer our clients in addition to ratings; whether it is our transmedia offerings or made-for-web properties such as Flama, Uforia or UniMás. On the demand side, the economy continues to improve. Automotive sales are almost back at pre-recession levels; retail sales are very strong. Even the movie business, which is a tough business, continues to show growth; packaged goods is a very healthy marketplace.

P: How many brands or categories have you added in the last year?

SM: I can tell you we’ve grown the number of brands on our air by about 50 over the course of the last year.

P: Univision has strengthened its relationship with Televisa. Are you guys close to making a panregional sale?

SM: I don’t have a lot of tenure to speak about the history of the relationship. But my sense is that our relationship with Televisa has never been better. I can tell you that in the six months I’ve been here, the very senior leaders of Televisa have been unbelievably supportive. It’s never been better… As to a panregional deal, we don’t have anything to announce right now; but I think that is an interesting prospect, and so does Televisa.

P: What would you say are the main impediments for this?

SM: One of the biggest stumbling blocks to [a panregional deal] is to find clients who have the same products or services on both sides of the border and who market those products or services with the same strategies. I think there is great potential, though, especially with programs that we share. For example, Premios TvyNovelas [which aired 04/28/13]] is very interesting to us, because the idea of a single program that has a social media aspect to it, airing in both countries at the same time provides opportunities that we didn’t have either. I think this type of innovation will spark opportunities for clients.

P: How would you go about to make it happen? 

SM: It’s a question of, ‘Do we find the brands that live on both sides of the border with the same strategies?’ or ‘do we create a program that lives on both sides of the border so that clients can tie into it?’ It’s a bit of a ‘chicken-and-the-egg’ situation. But here’s the good news: I don’t think it matters which one was first, if the chicken or the egg, because both have started to coalesce at the same time.

P: Is your team at Univision at all involved in selling advertising for Fusion, the ABCNews/Univision joint venture?

No. ABC is in charge. Our responsibility is to run the content in that venture. The ABC team is terrific at doing that. We’re happy and here to help but sales is their role.

P: Besides Enrique Iglesias, who is scheduled to perform today at your presentation, can we expect any other surprises?

Inevitably we always like to hold back a couple of things and I think it’s going to be the case this year too. Come to our show! You’ll find out soon enough.

 

As marketers are turning to Latin markets in the U.S. and Latin America for growth, we are today revealing a pathbreaking agenda for the Latin Content Marketing Forum (June 4th) and the 5th Annual Latin American Advertising and Media Summit (Afternoon of June 4th and June 5th). Both events will take place in Miami’s InterContinental Hotel.

The two days are packed with presentations and panels that will provide marketing, media and advertising agency executives the latest actionable insights and entice them to expand their reach in Latin America and the U.S. Hispanic market.

Join the conversation with the hashtag #PortadaLatin

REGISTER AT THE SPECIAL PROMOTION

Book at the special Online Promotion Rate for the Latam Summit and the Latin Content Marketing Forum and get one hotel night at the InterContinental Hotel in Miami for free! Limited time offer until May 13! Early Bird registration expires this Friday April 19. Take advantage of the Early Bird Combo registration (Latam Content Marketing Forum and Latam Summit!) here:

Portada’s highly anticipated Latin Content Marketing Forum will feature major players in Hispanic and Latin American Content Marketing.

Highlights will include:

  • General Mills’ best in class Hispanic Content Marketing program. Jennifer Leen Berglund, Interactive Marketing Manager – Multicultural Marketing, General Mills will talk about why Content Marketing is crucial to reach out to U.S. Hispanics and about how International Corporations should use content to maximize their Latin markets exposure.
  • Journalists in the Age of Content Marketing. Journalists and other content producers are at the core of Content Marketing. They are targeted as “Earned Media” by Agencies and Brand Marketers. How can agencies and brand marketers work with Journalists in a productive way without compromising their editorial integrity? Answers will be provided by Nuria Net, Managing Editor, Features – Digital, Fusion, Nicol Turner-Lee, President and CEO, NAMIC, Alberto Collazo, Ford, Communications and Emilio Sanchez, President and Editor in Chief, Voxy.
  • Pepsi’s Hispanic Content Marketing Strategy. Javier Farfan, Senior Director of Cultural Branding, PepsiCo will provide key insights on how Pepsi integrated paid, owned and earned media. Farfan’s comprehensive presentation will also delve into how it caters to its English-dominant, bicultural and Spanish dominant Hispanics.

Latam Summit highlights will include:

  • Nick Denton, CEO and Founder Gawker Media. Find out why everyone is talking about Gawker when its CEO Nick Denton sits down with Portada’s Laura Martinez to talk about Native Advertising, E-Commerce and the future of digital Journalism.
  • Claudio Ferreira, publisher of Brazil’s Veja Magazine, the second largest magazine in the world . Ferreira, a key player in Brazilian media will provide his vision about the future of the Brazilian Advertising and Media markets.
  • Advertising/Marketing Technologies: The Writing is on the Wall – Why Data will increasingly be the king in Latin American Advertising Latin American marketers and media executives will explore how data can be used as a key asset that turns challenges into opportunities.
  • Sports Marketing: Ben Jankowski, Group Head, Global Media, Mastercard and Virginia Pereira, Head of Media Latin America, Mastercard, will show how Mastercard uses sports content to connect with Latin American audiences.

REGISTER AT THE SPECIAL PROMOTION:

Book at the special Online Promotion Rate for the Latam Summit and the Latin Content Marketing Forum and get one hotel night at the InterContinental Hotel in Miami for free! Limited time offer until May 13! Early Bird registration expires this Friday April 19. Take advantage of the Early Bird Combo registration (Latam Content Marketing Forum and Latam Summit!) here:

SPONSORS OF THE LATIN CONTENT MARKETING FORUM

SILVER SPONSOR

Skyword

BRONZE SPONSOR

Outbrain

Already Confirmed Sponsors of the Latin American Advertising and Media Summit include:

SPONSOR OF EVENING RECEPTION

Batanga Media

LEADER SPONSOR PLUS

ESPN International

SPONSOR OF NETWORKING FUNCTION

Critical Mass

LEADER SPONSOR

Alcance Media

DISTINGUISHED SPONSORS

Publicitas

DG

Televisa Publishing and Digital

ATTENDEE BAG SPONSOR

Latcom

 

 

 

As marketers are turning to Latin markets in the U.S. and Latin America for growth, we are today revealing a pathbreaking agenda for the Latin Content Marketing Forum (June 4th) and the 5th Annual Latin American Advertising and Media Summit (Afternoon of June 4th and June 5th). Both events will take place in Miami’s InterContinental Hotel.

The two days are packed with presentations and panels that will provide marketing, media and advertising agency executives the latest actionable insights and entice them to expand their reach in Latin America and the U.S. Hispanic market.

Join the conversation with the hashtag #PortadaLatin

REGISTER AT THE SPECIAL PROMOTION

Book at the special Online Promotion Rate for the Latam Summit and the Latin Content Marketing Forum and get one hotel night at the InterContinental Hotel in Miami for free! Limited time offer until May 13! Early Bird registration expires this Friday April 19. Take advantage of the Early Bird Combo registration (Latam Content Marketing Forum and Latam Summit!) here:

Portada’s highly anticipated Latin Content Marketing Forum will feature major players in Hispanic and Latin American Content Marketing.

Highlights will include:

  • General Mills’ best in class Hispanic Content Marketing program. Jennifer Leen Berglund, Interactive Marketing Manager – Multicultural Marketing, General Mills will talk about why Content Marketing is crucial to reach out to U.S. Hispanics and about how International Corporations should use content to maximize their Latin markets exposure.
  • Journalists in the Age of Content Marketing. Journalists and other content producers are at the core of Content Marketing. They are targeted as “Earned Media” by Agencies and Brand Marketers. How can agencies and brand marketers work with Journalists in a productive way without compromising their editorial integrity? Answers will be provided by Nuria Net, Managing Editor, Features – Digital, Fusion, Nicol Turner-Lee, President and CEO, NAMIC, Alberto Collazo, Ford, Communications and Emilio Sanchez, President and Editor in Chief, VOXXI.
  • Pepsi’s Hispanic Content Marketing Strategy. Javier Farfan, Senior Director of Cultural Branding, PepsiCo will provide key insights on how Pepsi integrated paid, owned and earned media. Farfan’s comprehensive presentation will also delve into how it caters to its English-dominant, bicultural and Spanish dominant Hispanics.

Latam Summit highlights will include:

  • Nick Denton, CEO and Founder Gawker Media. Find out why everyone is talking about Gawker when its CEO Nick Denton sits down with Portada’s Laura Martinez to talk about Native Advertising, E-Commerce and the future of digital Journalism.
  • Claudio Ferreira, publisher of Brazil’s Veja Magazine, the second largest magazine in the world . Ferreira, a key player in Brazilian media will provide his vision about the future of the Brazilian Advertising and Media markets.
  • Advertising/Marketing Technologies: The Writing is on the Wall – Why Data will increasingly be the king in Latin American Advertising Latin American marketers and media executives will explore how data can be used as a key asset that turns challenges into opportunities.
  • Sports Marketing: Ben Jankowski, Group Head, Global Media, Mastercard and Virginia Pereira, Head of Media Latin America, Mastercard, will show how Mastercard uses sports content to connect with Latin American audiences.

REGISTER AT THE SPECIAL PROMOTION:

Book at the special Online Promotion Rate for the Latam Summit and the Latin Content Marketing Forum and get one hotel night at the InterContinental Hotel in Miami for free! Limited time offer until May 13! Early Bird registration expires this Friday April 19. Take advantage of the Early Bird Combo registration (Latam Content Marketing Forum and Latam Summit!) here:

SPONSORS OF THE LATIN CONTENT MARKETING FORUM

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Skyword

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Already Confirmed Sponsors of the Latin American Advertising and Media Summit include:

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Batanga Media

LEADER SPONSOR PLUS

ESPN International

SPONSOR OF NETWORKING FUNCTION

Critical Mass

LEADER SPONSOR

Alcance Media

DISTINGUISHED SPONSORS

Publicitas

DG

Televisa Publishing and Digital

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Hispanic Content Marketing expert Javier Farfán will present at Portada’s Latin Content Marketing Forum on June 4 in Miami’s Intercontinental Hotel.  Farfán, Senior Director of Cultural Branding, at PepsiCo , will share insights on  best practices in Hispanic Content Marketing.   Make sure to buy your tickets at the early bird rate (expires this Friday April 19!) .9

Javier Farfan, Latin Content Marketing ForumFarfán will provide an in-depth presentation on how Pepsi integrates paid, owned and earned media and how it markets through different platforms (mobile, social media, offline etc).

As Portada Senior Correspondent Laura Martinez wrote in an interview of Javier Farfán, “when it comes to rocking the Hispanic marketing boat, Javier Farfán is in a category of its own.” As PepsiCo.’s senior director of cultural branding, the New York City-native has a very challenging job: To reimagine the way the soft-drinks giant talks to an increasingly complex, multicultural and bilingual young crowd. Farfan’s presentation at the Latin Content Marketing Forum will also  shed light on how Pepsi targets English-dominant, bicultural and Spanish dominant Hispanics.

Latin Content Marketing ForumPortada’s Latin Content Marketing Forum will take place on June 4th, 2013 in the just renovated Intercontinental Hotel in Miami. The Latin Content Marketing Forum will analyze the enormous role content marketing can play in the Latin (U.S. Hispanic and Latin American) market space, which belong  to the fastest growing markets in the world.

Make sure to get your ticket. Early bird registration expires this Friday April 19. The Forum can be attended in combination with Portada’s 2013 Latam Advertising and Media Summit which takes place in the same hotel.

Other major Thought Leaders speaking at these  major  events   include:

  • Ben Jankowski, Group Head, Global Media, Mastercard
  • Jorge Laverde, Marketing Head, Latin American North, Nokia
  • Nick Denton, CEO and Founder, Gawker Media
  • Mario Cordon, CMO, Open English
  • Benjamin Jankowski, Head Global Media, Mastercard
  • Mariano Moro, Latin American Marketing Director, The Coca Cola Company

    Learn more about the enormous role Online Video can play in the Latin (Latin America and U.S. Hispanic) marketing space. Book now for our Latin Online Video Forum, a required event for any marketing professional.

Alan Sokol is the CEO of the newly formed Hemisphere Media Group, Inc., which this spring will become the only publicly traded, U.S. Hispanic TV/cable networks and content platform. Valued at approximately $400 million, the venture between Azteca Acquisitions and InterMedia Partners is expected to go public by April and focus on acquiring content producers and niche cable networks in the U.S. and Latin America. Sokol, a former Telemundo COO, spoke to Portada about the new company –which he will lead- and how it plans to tap into the fast-growing world of cable television.

 

Alan Sokol, Hemisphere Media Group
Alan Sokol

Portada: What would you say it is the number 1 goal of Hemisphere Media Group?

Alan Sokol, CEO of Hemisphere Media Group.: “The goal is to become the dominant player in ahigh growth space within Hispanic media, which we believe is the cable space. What’s happening to Hispanic cable is very similar to what was going on in the general market 20-30 years ago: You had 3 major broadcast networks that dominated viewers – and advertising. The landscape has changed dramatically and you have now more people watching cable than broadcast [TV.] In the Hispanic market, -where viewing has been traditionally dominated by Univision and Telemundo- we’re already seeing a dramatic shift. And that’s where we see the most growth, and where we want to be.”

What are the plans for expansion in Latin America?

“What’s happening in Latin America is just as exciting. And what’s happening there is that we’re already seen the explosion of many options in programming; you have cooking shows, sports, all-movie channels, weather… We see a huge opportunity in [all those] niche cable networks. In short, we are very bullish about cable networks in Latin America.”

Will Hemisphere Media Group focus on producing content or buying existing companies?

“We are going to be targeting producers of content but also will explore [acquiring] established channels, both in the U.S. Hispanic market and in Latin America that are underperforming, undercapitalized… or both. You have to invest heavily in order to see your audiences –and advertising revenue- grow.”

Do you have a cable network, or networks, already in mind?

“We are looking at a number of companies right now; nothing that can be disclosed at this moment.”

Are there plans to sell advertising across your properties?

“Of course. Once you have a bouquet of channels, you are then able to spread the cost and sell [advertising] across all of them. We are very excited about this possibility as well.”

Can we expect any changes in your current portfolio of companies, Cinelatino, WAPA-TV or WAPA America?

“For now we don’t expect any significant changes. We [Intermedia Partners] have been operating these busineses for five years and made some important investments in them. Of course this is private equity and you buy things to eventually sell them, since our investors expect to liquidate at a higher value. But in this case, there is so much unrealized value that we’re continuing to invest in them.”

Laura Martinez

Portada’s Annual Hispanic Advertising and Media Conference in New York City next week offers a good reason to reflect on the state of the Hispanic Marketing, Advertising and Media industries. The opportunities, challenges and key issues our sector faces are all reflected in the events agenda. Let’s take a look at 7 key questions:

1. The Language Question
The  Language-Question: English, Spanish or both?
is a crucial issue marketer targeting the Hispanic demographic need to learn about. Until recently, reaching out to the Hispanic demographic meant to do it in Spanish, Not anymore: With the launch of new TV properties (see NuovoTV), digital media  (e.g. NBC Latino.com, Voxxi and FoxNews Latino.) and print properties (e.g.   Cosmopolitan for Latinas)  marketers have many options to reach Hispanics in English and “in culture”. Felix Palau, VP Marketing, Tecate, Maria Rodas, Multicultural Marketing Manager, General Mills, Marc Strachan, VP of Multicultural Marketing Diageo and Javier Garcia, GM U.S. Hispanic Market, Yahoo! will share their experiences in a panel moderated by Portada’s Senior Correspondent Laura Martinez.

2. Hispanic Marketing “Nice to have “or “Must Have”?
According to a recent Nielsen white paper (The State of the Hispanic Consumer – The Hispanic Market Imperative),  “many companies believe that significant growth opportunities come from outside the U.S., but the Hispanic market offers unique growth prospects within our borders”. “If it were a standalone country, the U.S. Hispanic market buying power would make it one of the top twenty economies in the world. What’s more, the per capita income of U.S. Hispanics is higher than any one of the highly coveted BRIC countries (Brazil, Russia, India and China).” However, believe it or not, many C-level marketers in Fortune 1000 companies do not understand the strong rationale in for Hispanic marketing. The Retail Advertising panel at our upcoming Annual Conference, will explore these and other questions. Maria Cristina Rios, Director Multicultural Marketing & Media Strategy, Macy’s, Ronald Mendez, VP Group Account Director, MPG, who manages the Autozone and Sears-Kmart accounts, and Dawn-Marie Gray, Senior Marketing Manager Multicultural, CVS will be panelists of this pane, which  will be moderated by Trevor Hansen, CEO, EPMG.

3. The Role of Celebrities enforcing Marketing Messages targeting Hispanics
Celebrities play a major role in engaging the Hispanic Consumer (see for example Jennifer Lopez partnership with NuvoTV).  Norma Lujan , Director, Multicultural Marketing, L’Oreal USA and Melissa Smith, EVP at RLR Public Relations will explore how celebrities leverage publicity for a brand. They will show examples of how celebrities strengthen marketing message targeting Latinas . They will  discuss the role of traditional media in celebrity product endorsements as well as grassroots and social media efforts.  In addition, they will look at how Hispanic celebrities impact marketing messages that go beyond the Hispanic population.

4. Big Data – The Hispanic Version
Big Data “is  the future of advertisement. More than ever, advertisers needs to deliver more relevant and meaningful promotions to targeted consumers. The use of big data allows advertisers to sort through vast amounts of structured and unstructured data from multiple sources to help identify the best ways to promote products to defined customer segments. Nowhere is this truer than in the Hispanic market, because of the diversity and heterogeneousness of the Latino population. Oscar Padilla, VP Strategy, Luminar will explain how the big data concept can be applied to Hispanic marketing.

5. International IP Targeting: Buying Global Latin Digital Audiences
Spanish language digital media properties can be reached not just by Hispanics in the U.S. but by more than 400 million Spanish-speakers worldwide (mostly in Latin America and Spain). This creates substantial opportunities for advertisers to geotarget their offerings to specific segments of the Hispanic population. Geotargeting technologies also offer Hispanic digital media properties new opportunities to monetize their traffic.

Guillermo Abud,VP Digital Director, MV 42 will describe campaigns that target U.S. Hispanic audiences via Latin American websites and Latin American audiences via U.S. Hispanic websites.

6. Hispanic Mobile Marketing, lots to learn
Mobile  media (smartphones, tablets, ) currently are a marketing opportunity bigger than the PC twenty years ago. How this opportunity relates  to the heavily mobile  Hispanic population is going to be at the forefront of the Hispanic Mobile Marketing Forum which will take place on Wednesday Sept. 19, one day before the Annual Hispanic Advertising and Media Conference (same  venue). Tania Cameron, Associate Director CRM – Hispanic Segment Kraft Foods will share how Kraft leverages mobile marketing technologies to reach out to Hispanics. Elizabeth Elliott, Mobility Manager at Starcom where she works on Procter & Gamble’s Hispanic mobile strategy, will provide insights into P&G’s Hispanic mobile marketing strategy.

7. Mobile Advertising, Is there a Business Model?
The mobile advertising technologies sector is very hot. Yet it is not clear if mobile advertising revenues offer a sustainable business model to pure play mobile media properties. This will be an interesting question for  John Trimble, CRO of Pandora during an on-stage conversation with Rudy Rodriguez, multicultural Marketing Director of General Mills.  Pandora, the music streaming service, increased mobile ad revenue by 86% to $60 million in its fiscal Q2 2013. Total revenues were $101 million — meaning the company now makes a solid majority of its ad revenues from mobile devices.

However, Pandora is still losing money.  Pandora’s financial results reflect a frequent situation in the mobile advertising sector: While companies are making progress towards increasing mobile advertising revenues, those sales increases are more than offset by sales (sales staff employment) and marketing expenses.

Portada’s Annual Hispanic Advertising and Media Conference in New York City next week offers a good reason to reflect on the state of the Hispanic Marketing, Advertising and Media industries. The opportunities, challenges and key issues our sector faces are all reflected in the events agenda. Let’s take a look at 7 key questions:

1. The Language Question
The  Language-Question: English, Spanish or both?
is a crucial issue marketer targeting the Hispanic demographic need to learn about. Until recently, reaching out to the Hispanic demographic meant to do it in Spanish, Not anymore: With the launch of new TV properties (see NuovoTV), digital media  (e.g. NBC Latino.com, Voxxi and FoxNews Latino.) and print properties (e.g.   Cosmopolitan for Latinas)  marketers have many options to reach Hispanics in English and “in culture”. Felix Palau, VP Marketing, Tecate, Maria Rodas, Multicultural Marketing Manager, General Mills, Marc Strachan, VP of Multicultural Marketing Diageo and Javier Garcia, GM U.S. Hispanic Market, Yahoo! will share their experiences in a panel moderated by Portada’s Senior Correspondent Laura Martinez.

2. Hispanic Marketing “Nice to have “or “Must Have”?
According to a recent Nielsen white paper (The State of the Hispanic Consumer – The Hispanic Market Imperative),  “many companies believe that significant growth opportunities come from outside the U.S., but the Hispanic market offers unique growth prospects within our borders”. “If it were a standalone country, the U.S. Hispanic market buying power would make it one of the top twenty economies in the world. What’s more, the per capita income of U.S. Hispanics is higher than any one of the highly coveted BRIC countries (Brazil, Russia, India and China).” However, believe it or not, many C-level marketers in Fortune 1000 companies do not understand the strong rationale in for Hispanic marketing. The Retail Advertising panel at our upcoming Annual Conference, will explore these and other questions. Maria Cristina Rios, Director Multicultural Marketing & Media Strategy, Macy’s, Ronald Mendez, VP Group Account Director, MPG, who manages the Autozone and Sears-Kmart accounts, and Dawn-Marie Gray, Senior Marketing Manager Multicultural, CVS will be panelists of this pane, which  will be moderated by Trevor Hansen, CEO, EPMG.

3. The Role of Celebrities enforcing Marketing Messages targeting Hispanics
Celebrities play a major role in engaging the Hispanic Consumer (see for example Jennifer Lopez partnership with NuvoTV). 
Norma Lujan , Director, Multicultural Marketing, L’Oreal USA and Melissa Smith, EVP at RLR Public Relations will explore how celebrities leverage publicity for a brand. They will show examples of how celebrities strengthen marketing message targeting Latinas . They will  discuss the role of traditional media in celebrity product endorsements as well as grassroots and social media efforts.  In addition, they will look at how Hispanic celebrities impact marketing messages that go beyond the Hispanic population.

4. Big Data – The Hispanic Version
Big Data "is  the future of advertisement. More than ever, advertisers needs to deliver more relevant and meaningful promotions to targeted consumers. The use of big data allows advertisers to sort through vast amounts of structured and unstructured data from multiple sources to help identify the best ways to promote products to defined customer segments. Nowhere is this truer than in the Hispanic market, because of the diversity and heterogeneousness of the Latino population. Oscar Padilla, VP Strategy, Luminar will explain how the big data concept can be applied to Hispanic marketing.

5. International IP Targeting: Buying Global Latin Digital Audiences
Spanish language digital media properties can be reached not just by Hispanics in the U.S. but by more than 400 million Spanish-speakers worldwide (mostly in Latin America and Spain). This creates substantial opportunities for advertisers to geotarget their offerings to specific segments of the Hispanic population. Geotargeting technologies also offer Hispanic digital media properties new opportunities to monetize their traffic.

Guillermo Abud,VP Digital Director, MV 42 will describe campaigns that target U.S. Hispanic audiences via Latin American websites and Latin American audiences via U.S. Hispanic websites.

6. Hispanic Mobile Marketing, lots to learn
Mobile  media (smartphones, tablets, ) currently are a marketing opportunity bigger than the PC twenty years ago. How this opportunity relates  to the heavily mobile  Hispanic population is going to be at the forefront of the Hispanic Mobile Marketing Forum which will take place on Wednesday Sept. 19, one day before the Annual Hispanic Advertising and Media Conference (same  venue). Tania Cameron, Associate Director CRM – Hispanic Segment Kraft Foods will share how Kraft leverages mobile marketing technologies to reach out to Hispanics. Elizabeth Elliott, Mobility Manager at Starcom where she works on Procter & Gamble’s Hispanic mobile strategy, will provide insights into P&G’s Hispanic mobile marketing strategy.

7. Mobile Advertising, Is there a Business Model?
The mobile advertising technologies sector is very hot. Yet it is not clear if mobile advertising revenues offer a sustainable business model to pure play mobile media properties. This will be an interesting question for  John Trimble, CRO of Pandora during an on-stage conversation with Rudy Rodriguez, multicultural Marketing Director of General Mills.  Pandora, the music streaming service, increased mobile ad revenue by 86% to $60 million in its fiscal Q2 2013. Total revenues were $101 million — meaning the company now makes a solid majority of its ad revenues from mobile devices.

However, Pandora is still losing money.  Pandora’s financial results reflect a frequent situation in the mobile advertising sector: While companies are making progress towards increasing mobile advertising revenues, those sales increases are more than offset by sales (sales staff employment) and marketing expenses.

Portada’s Annual Hispanic Advertising and Media Conference in New York City this Thursday Sept. 20 offers a good reason to reflect on the state of the Hispanic Marketing, Advertising and Media industries. The opportunities, challenges and key issues our sector faces are all reflected in the conferences agenda. Let’s take a look at 7 key questions:

1. The Language Question

The  Language-Question: (English, Spanish or both?) is a crucial issue marketers targeting the Hispanic demographic need to learn about. Until recently, reaching out to the Hispanic demographic meant to do it in Spanish. Not anymore: With the launch of new TV properties (see NuovoTV), digital media  (e.g. NBC Latino.com, Voxxi and FoxNews Latino.) and print properties (e.g.   Cosmopolitan for Latinas)  marketers have many options to reach Hispanics in English and “in culture”. Felix Palau, VP Marketing, Tecate, Maria Rodas, Multicultural Marketing Manager, General Mills, Marc Strachan, VP of Multicultural Marketing Diageo and Javier Garcia, GM U.S. Hispanic Market, Yahoo! will share their experiences in a panel moderated by Portada’s Senior Correspondent Laura Martinez.

2. Hispanic Marketing “Nice to have “or “Must Have”?
According to a recent Nielsen white paper (The State of the Hispanic Consumer – The Hispanic Market Imperative), “many companies believe that significant growth opportunities come from outside the U.S., but the Hispanic market offers unique growth prospects within our borders”. “If it were a standalone country, the U.S. Hispanic market buying power would make it one of the top twenty economies in the world. What’s more, the per capita income of U.S. Hispanics is higher than any one of the highly coveted BRIC countries (Brazil, Russia, India and China).” However, believe it or not, many C-level marketers in Fortune 1000 companies do not understand the strong rationale for Hispanic marketing. The Retail Advertising panel at our upcoming Annual Conference, will explore these and other questions. Maria Cristina Rios, Director Multicultural Marketing & Media Strategy, Macy’s, Ronald Mendez, VP Group Account Director, MPG, who manages the Autozone and Sears-Kmart accounts, and Dawn-Marie Gray, Senior Marketing Manager Multicultural, CVS will be participating in this panel, which will be moderated by Trevor Hansen, CEO, EPMG.

3. The Role of Celebrities enforcing Marketing Messages targeting Hispanics
Celebrities play a major role in engaging the Hispanic Consumer (see for example Jennifer Lopez partnership with NuvoTV).  Norma Lujan , Director, Multicultural Marketing, L’Oreal USA and Melissa Smith, EVP at RLR Public Relations will explore how celebrities leverage publicity for a brand. They will show examples of how celebrities strengthen marketing messages targeting Latinas and discuss the role of traditional media in celebrity product endorsements as well as grassroots and social media efforts.  In addition, they will look at how Hispanic celebrities impact marketing messages that go beyond the Hispanic population.

4. Big Data – The Hispanic Version
Big Data  is  the future of advertisement. More than ever, advertisers need to deliver more relevant and meaningful promotions to targeted consumers. The use of big data allows advertisers to sort through vast amounts of structured and unstructured data from multiple sources to help identify the best ways to promote products to defined customer segments. Nowhere is this truer than in the Hispanic market, because of the diversity and heterogeneousness of the Latino population. Oscar Padilla, VP Strategy, Luminar will explain how brand owners, agencies and media owner should apply the big data concept to Hispanic marketing.

5. International IP Targeting: Buying Global Latin Digital Audiences

Spanish language digital media properties can be reached not just by Hispanics in the U.S. but by more than 400 million Spanish-speakers worldwide (mostly in Latin America and Spain). This creates substantial opportunities for advertisers to geotarget their offerings to specific segments of the Hispanic population. Geotargeting technologies also offer Hispanic digital media properties new opportunities to monetize their traffic.
Guillermo Abud,VP Digital Director, MV 42 will describe campaigns that target U.S. Hispanic audiences via Latin American websites and Latin American audiences via U.S. Hispanic websites.

6. Hispanic Mobile Marketing, lots to learn

Mobile  media (smartphones, tablets, ) currently are a marketing opportunity bigger than the PC twenty years ago. How this opportunity relates  to the heavily mobile  Hispanic population is going to be at the forefront of the Hispanic Mobile Marketing Forum which will take place this Wednesday Sept. 19, one day before our Annual Hispanic Advertising and Media Conference (same  venue). Tania Cameron, Associate Director CRM – Hispanic Segment Kraft Foods will share how Kraft leverages mobile marketing technologies to reach out to Hispanics. Elizabeth Elliott, Mobility Manager at Starcom where she works on Procter & Gamble’s Hispanic mobile strategy, will provide insights into P&G’s Hispanic mobile marketing strategy.

7. Mobile Advertising, Is there a Business Model?
The mobile advertising technologies sector is very hot. Yet it is not clear if mobile advertising revenues offer a sustainable business model to pure play mobile media properties. This will be an interesting question for  John Trimble, CRO of Pandora during an on-stage conversation with Rudy Rodriguez, multicultural Marketing Director of General Mills. Pandora, the music streaming service, increased mobile ad revenue by 86% to $60 million in its fiscal Q2 2013. Total revenues were $101 million — meaning the company now makes a solid majority of its ad revenues from mobile devices.
However, Pandora is still losing money.  Pandora’s financial results reflect a frequent situation in the mobile advertising sector: While companies are making progress towards increasing mobile advertising revenues, those sales incre

Some stories the Hispanic advertising world is talking about this week.

» Forbes wants more Multicultural Agencies taking General Market assignments…

An article in Forbes claims that marketers are not willing enough to retain an ethnic shop for general market assignment. “Marketers are seemingly willing to accept the failure of their relationship with a general-market shop every 3 years on average, but are not willing enough to retain an ethnic shop for general-market assignment, even though work created by multicultural agencies targeting ethnic audiences often resonates equally well with general market consumers.” Forbes’ Avi Dan who in the article also reports about the recent 4A’s conference also argues that Multicultural Agencies are not allowed to compete on an even playing field: “While in a few categories you can see a multicultural agency landing an Agency Of Record, or lead agency, assignments, it is extremely rare for a multi-cultural shop to be retained as an AOR for general-market assignment.”

» but ESPN first Spanish language Ad in “regular” ESPN was created by a General Market Agency! Ha!

Robinson Cano stars in ESPN’s latest “This is Sports Center” Spanish-language ad, premiering this Wednesday, just in time for MLB’s opening day. According to an article in yesterday’s New York Times, it is the first time a Spanish-language spot runs on the “regular” ESPN as opposed to ESPN Deportes. But Portada’s Senior Correspondent Laura Martinez writes in her blog Miblogestublog  that “Hispanic creative people shouldn’t start jumping up and down in joy: The spot was not conceived by a so-called Hispanic agency, using Hispanic insights and the like. It was created by the New York office of Widen & Kennedy, because as everybody knows now, it is no longer necessary to be an ‘ethnic agency’ to do ‘ethnic work’.”

» Denver Post bets on Local First

Check out the front page of today’s Denver Post, Jim Romenesko says. “What they’ve done there is interesting for such a major metro paper. Starting today, the front page is actually the local section, what used to be called “Denver & the West” and the national stuff (the stuff we’ve already read online yesterday) is relegated to the second section, where the local news used to be.” There is a note to Readers: “To Our Readers: We’re making some changes to your Denver Post starting today. You’ll notice that we have reordered the sections. Every day except Sunday, the front page and the first part of section a generally will be devoted to our metro report, what we call Denver & the West. This change is an effort to reflect our continued emphasis on local new, including our business report.”

» Texterity acquired by Godengo

Digital magazine developer Texterity, a competitor to companies including Zinio and Nxtbook, has been acquired by Godengo, Folio has learned. Terms of the deal were not disclosed. Godengo CEO Peter Stilson and Texterity president Carl Scholz declined to offer any further detail, but Godengo just secured a Series C round led by New Science Ventures that paid for the acquisition and will provide capital for further product and services growth. The combined company, which will undergo a rebranding in the next few months, says it now provides services to 1,200 titles owned by 500 publishers in the U.S., Canada and Australia. The deal also gives each company instant access into new publishing markets. Texterity has been strong in the b-to-b vertical while Godengo, which Stilson says has grown its customer base 500 percent in  the last three years, has made inroads in the consumer market.

» MPA Maps out Voluntary Metric Guidelines for Tablet Editions Magazine Publishers of America (MPA) is trying to unify the different metrics on table usage.

MPA, along with a bevy of C-level consumer magazine executives, released a set of voluntary guidelines to help standardize advertising within tablet editions, Folio reports. Publisher reps from Bonnier, Conde Nast, Forbes, Hearst Magazines, Martha Stewart Living Omnimedia, Meredith and Time Inc. are included in the MPA Tablet Metrics Task Force.  With the help of MPA and input of seven advertising agencies, the Force solidified the following as the first five recommended metrics for quantifying the digital publishing field:

1. Total consumer paid digital issues

2. The total number of tablet readers per issue

3. The total number of sessions per issue

4. The total time spent per reader per issue

5. The average number of sessions per reader per issue

These metrics also come with a recommended reporting time: the release of metrics to advertisers 10 weeks from newsstand on-sale dates for monthlies; and a recommendation of seven weeks for weekly publications. These time frames allow for four weeks to collect data, and two weeks to analyze the results.

Tony Pace (photo)  is the SVP global CMO of Subway. An advertising industry veteran –and sports marketing expert– Pace has been behind some of the many marketing successes of the Subway brand since joining the firm in 2006. A former Young & Rubicam executive, Pace has been instrumental in making Subway the #2 QSR brand today (measured by sales) and the #1 brand in terms of locations worldwide, with restaurants in 99 countries. Pace is also charged with marketing to U.S. Hispanics and making sure the brand resonates with the “tricky” second and third generations. Pace, the engineer behind the famous $5 foot long marketing program, gave an exclusive interview  to Portada's Senior Correspondent Laura Martinez about the company’s Hispanic efforts and how he plans to expand the brand to Latin America. An edited transcript follows:

Portada: When did Subway begin targeting U.S. Hispanics and why?

Tony Pace: “ “To tell you the truth, I don’t know the history all that well, but when I joined the company 6 years ago, Subway was already engaged in an interesting conversation about how to go about targeting this demographic at a national level. A lot of our folks had the perspective that only certain markets should be focusing on this market, places like Texas, California, New York or maybe Chicago should be marketing to Hispanics, but not at a national level. This
has changed of course! I can tell you that in early 2006 we made a pretty good commitment to the Hispanic market, a commitment that has only grown in the past years.”

P: How much of your marketing budget do you allocate to Hispanic marketing?
T.P.: “As a privately-held company, we do not disclose percentages, nor specific figures. But I can tell you we invest “substantially” against the U.S. Hispanic market.”

P: When it comes to targeting Hispanics, who are your main competitors in the QSR category?
T.P.: “I’d say they are the same competitors we have in the general market; some of them though might have a different take on how to market to Hispanics. Back in the day when I was at Young & Rubicam, I would work with the folks at The Bravo Group and talk to potential clients about it. Back then the conversation was more about reaching first-generation Hispanics-sometimes called the unacculturated. But now we believe you need to put the emphasis on the 2nd and 3rd generations in addition to the first generation; you have to know what’s compelling and how to best target them.”

P: Why is that important?
T.P.: “I referred the other day to the children of [Puerto Rican ball player and singer] Bernie Williams. Bernie talks about his children’s Hispanic heritage, but these kids also consume the American culture. It is very important that the same brand communicates in the same way to these different audiences. You cannot be a different brand when you are communicating with the same people.”

P: What insights can you share about how Hispanics consume QSR's -Subway?
T.P.: “The good news about Subway is that this is a product that is right there in front of you when you are making your [eating] choices. You decide on the type of sandwich you want; toasted, untoasted; veggies, meat, etc… there is an abundance of fresh foods at Subway and Hispanics really appreciate this.
This is very different from other QSR.”

P: What is Subway's media mix when it targets the Hispanic population?
T.P.: “I’d say is not substantially different from our general media mix. We do a lot of TV, radio, digital… That has shown us the pattern of success.”

P: Which agencies do you work with?
T.P.: “GlobalHue is charged of our creative, while media planning and buying is done through Mediacom.”

P: You are an expert in sports – marketing. How do you apply sports marketing to Subway's strategy? How in particular to Hispanic marketing?
T.P: “We do a very good job from a media standpoint in getting sports personalities endorse our product. But it has to be genuine. The athletes we work with have to be fans of Subway. We’ve worked with famous NFL, NBA players and we continue to work with Michael Phelps, who is a true fan of Subway. In the past, we’ve worked with [soccer player] Tab Ramos, though we’re actually looking for a Subway fan in the soccer field…. There is more we can do in that
area for sure….”

P: What about ‘El Chicharito’? He even has a veggie-themed nickname?
T.P: “Chicharito would be great… But he would have to be a fan of the Subway brand. That’s very important to us.”

P: What are your plans for Latin America?
T.P: “We want to be as prominent there as we are in the U.S. We are a franchise company so there is a lot of independence in terms of [marketing] in the local markets. We are always on the lookout for great franchisees in the region.”