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As leading marketing, media and advertising executives gather in New York City for #Portada13 – Portada’s flagship Annual Hispanic Marketing and Media Conference this Thursday Sept. 26 and the Hispanic Sports Marketing Forum  on Wednesday Sept. 25 – let’s review the key issues they will explore in order to move Hispanic Marketing and media forward.   Below, a discussion of the 8 main topics  to be explored by the best and brightest in Hispanic marketing and Hispanic sports marketing this Wednesday and Thursday.

1. Marketing in a Multicultural Nation means that Corporate America faces three set of challenges. The first is organizational…

Hispanic Marketing

Marketing in the twenty-first century United States means to market in a multicultural nation; NOT to market to  a multicultural audience and to a general market audience. The identity of the different multicultural groups composing  the U.S. ,  and the interdependence between them, is the very fabric of U.S. society. In most cases, to market in a multicultural nation means to embrace the total market principle.  While a good portion of Corporate America seems to understand this conceptually, it faces major challenges to reflect this new reality in the way their marketing organization should be organized.  Should the Hispanic marketing team still work in a silo vs. the general market team? Definitely not. But other open questions remain such as: Should there be an integrated team and different strategies or both integrated teams and integrated strategies? What is the emotional component when targeting Hispanics in a multicultural nation? Should Hispanic marketing initiative work with  brand ambassador?


2. The Measurement/Accountability Challenge

Related to the organization of the marketing unit are the metrics that need to be set up to test how efficient it is.  Corporations need to ask themselves the following questions: What Key Performance Indicators should a total market strategy be tied to? Is there even enough reliable data to determine these KPIs? For advertising and media executives the key is to demonstrate a high return on investment for advertising spend against the Hispanic demographic. First,  “we need to make sure that we are talking about media ROI, not business ROI,” says Gonzalo del Fa, president of Group M Multicultural and #Portada13 speaker  says,  When it comes to media ROI, it is important to work with a model that is accurate. As del Fa puts it: “Hispanics living in Harlem (NYC) may get a lot of Hispanic specific advertising and media. However, many of these Hispanics do not do all their purchases in Harlem. For larger purchases they may go to major retailers in Yonkers. The zip code – proximity based ROI models do not capture this and, therefore, sales to Hispanics get attributed to general market ad campaigns and not to Hispanic advertising.” For advertisers to recognize the tremendous force of Hispanic advertising, Hispanic consumer expenditure needs to be attributed to Hispanic directed advertising in an accurate way through proper media ROI models.

3. How should Content and Advertising reflect the realities of a multicultural nation?

For media properties (and not just the purely Hispanic oriented ones!) and advertising agencies  the challenge lies in how to  reflect through content the reality of a Multicultural nation. The jury is still out whether major new media launches like Univision and Disney’s joint venture Fusion will be succesful, as well as so many new English-language Hispanic oriented new digital media properties. 4 key questions content producers at media and agencies need to address:
-Is it all about being “inclusive” or are there other factors that need to be considered?
– How to develop and place content in order to engage the different ethnic groups?
– Are bilingual ads (i.e.: Tide, Target, etc.) the right solution?

4. The mandate of successfully engaging local audiences…

The succesful engagement with local audiences is the be all and end all of Marketing, particularly for Hispanic media, where a substantial part of the players (e.g. radios and newspapers), are mostly  community oriented platforms.  Advertising Technology providers  have also made it easier to target local audiences on a razor-sharp level.  This is particularly important in the Hispanic market where language and cultural issues make the use of language and behavioural data particularly compelling for marketers.

5. …should be fulfilled by a substantial increase in Mobile Advertising expenditures

Mobile MarketingThe main value proposition of mobile media is that it can marry real world data (location-based) with behavioural data.  That is why mobile advertising is growing in leaps and bounds. In the “general market” mobile advertising is expected to increase by  95% to US$ 8.5 billion this year to account for 20.1% of all digital ad spending, and 5.0% of total media ad spending. In the U.S. Hispanic market mobile advertising volume is nowhere near that ratio. This is surprising if we take into account that Hispanics clearly over-index in mobile adoption rates. The main issue is that many large brand marketers have not yet tapped into the Hispanic mobile opportunity.  Attendees to Thursday’s 7th Annual Hispanic Advertising and Media Conference will be able to hear from key decision makers about the tipping points that made Disney and P&G invest in Hispanic mobile advertising.

6. Media properties face monetization challenges….

Most Hispanic specific and general market  media face substantial challenges to monetize their media vehicles..The emergence of  new advertising technologies offers advertisers solutions to make their media buys substantially more efficient, but this does not necessarily translate into higher advertising revenues for media companies. CPMs (cost per thousand impressions tend to be lower in digital media compared to off-line media. While broadcast media has been somewhat barred from this phenomenon, the phrase “from print dollars, to digital dimes, to mobile pennies.” reflects a tough reality for newspaper and magazine advertising executives.”  However, having offline properties can be an advantage: as Alex Barnishin, Senior Advertising Manager for Al Dia Texas recently told us: “Clients generally see a 30% lift in response when digital banners and/or search are  added to a print campaign.” To keep marketers happy, media properties need to be more creative than ever and include content marketing, event, and  cross-platform initiatives in their proposals.

7….and Online Video can help them.

For digital and print media properties in particular, the rapidly growing online video advertising market offers revenue opportunities. Particularly because Online Video CPM’s (cost per thousand viewers) are the highest in digital advertising, usually three to four times as high as display advertising CPM’s. This is also an opportunity for mobile media as video completion rates have been increasing on smartphones and tablets. Hispanics consume a lot of video entertainment on the mobile phone. However, for online video really to become a revenue driver for Hispanic media properties it is crucial that it does not just become a way to repurpose broadcast content.

8. Shout Gooooooooool! The 2014 Soccer World Cup

SoccerWith the 2014 Soccer World Cup taking place next June Sports Marketing is the largest opportunity in Hispanic marketing. The World Cup is the most important news event for Hispanics every four years. It’s the Superbowl, World Series and NBA Finals all in one.  What advertisers love about the World Cup is that it is DVR proof. Sports programming is a better bet for network broadcasters than almost anything else. With the rise of time shifting technologies audiences have unprecedented choices about what they watch and when they watch it. That is why ratings for most TV networks have fallen sharply. The big exception is sports, which has been practically unaffected by the general ratings declines. According to a Nielsen study, viewers watched 97% of sports programming live in 2012, down slightly from 98% in 2008. Those same viewers watched just 75% of non-sports programing live in 2012, down sharply from 93% in 2008.

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Sharon KnitterOnline has grown to be the largest category in automotive advertising spending over the last few years., the online destination for car shoppers owned by A.H. Belo, Gannett Co. Inc., The McClatchy Co., Tribune Co. and The Washington Post Co., has captured a substantial amount of that growth. Within online advertising, there is particularly growth in mobile. That is why we interviewed Sharon Knitter, Senior Director of Mobile for

In this role, Knitter  works to enhance’s mobile site and mobile apps to better serve car shoppers on the go. She also assists with the development of advertising products for manufacturers and dealers to help them reach this growing segment. Below some of the main things Knitter has to say.’s mobile Users are more engaged …

cars Cars,com is visited by 11 million car shoppers each month. According to Knitter, “on a daily basis, all mobile platforms at get 280,000 visits and 7.5 million screenviews. 30% of total traffic is mobile. And there  is a higher proportion of page views compared to Desktop. The Mobile web gets an average of between 15 and 20 page views. Apps between 35 and 40 page views per visit on average.”

Mobile users of see many more pages

Visits (in million)

Page Views (Screenviews)







Note: April 2013, Mobile figures do not include tablets Source:

Interestingly, tablet user behavior is very similar to desktop user behavior.  “There is  almost no difference between desktop and tablets,” Knitter says.

…and provide better leads…

Mobile provides much better leads,  because users are three times more likely to be mobile if they want to find a dealer.” “Mobile car shoppers are more likely to look for maps and dealers.” However, Knitter also notes that 60% of handset users browse while sitting or lying on a  sopha.

…which can be sold at higher CPMs… has been able to monetize the mobile platform as national Advertisers pay higher CPM’s for mobile than desktop (only ad)-display ads. These ads are tipically bought by major car manufacturers during a big digital upfront function at the end of each calendar year. National advertisers are first revenue source, the largest one are car dealerships. Dealers typically are charged a monthly subscription fee by zip code or location for  listings in 20/30 mile radius of the dealership.  Knitter says that it is not difficult to sell mobile advertising: “The difficulty rather is serving mobile ads, as there are so many formats.”

…through salesforce.

Mobile Marketing
Mobile Marketing has a national advertising salesforce. Locally it is sold in 85 different markets by the newspaper chains who own it (A.H. Belo, Gannett Co. Inc., The McClatchy Co., Tribune Co. and The Washington Post Co.s who own  it.)  These newspapers have strong relationships with the car dealerships which will do display ads in the newspapers and buy online listings in The online destination markets itself mostly by buying automotive related keywords on (local) search engines.. It also advertises heavily via TV spots on Superbowl.

The challenge of measuring mobile performance

cars According to Knitter there is room for improvement in the way companies measure mobile (advertising) performance: “Three years from now we  will better be using mobile data  to measure walk in traffic to dealerships.” Knitter adds that she also would like to see more segmentation in the way mobile data is analyzed. She suggests a mobile “in-home” and “out of home” category. Also  “small” and  “large” mobile screens are interesting subdivsions.  Knitter also wonders whether it makes sense to see tablets as their own category.

The User’s perspective: Usability is Key

cars3 It is commonly said that mobile is not digital on a smaller screen and Knitter agrees: “Putting a newspaper on a website is not a website. Likewise, putting a website on mobile is not a mobile strategy,” she notes.  According to Knitter, context is key. So if users are looking for pricing or what the trade-in car is worth and what other inventory is available, that information should be readily available:  “We need to make it very easy for the user. The key question is how do we make it better for consumers. If we make it better for consumers its better for advertisers. We have started to do registration and consumer profiles to understand our audience better. Editorially, our 20 person editorial team that does a lot of mobile including car and lifestyle reviews.”

Does the Spanish-language site have any traction among Hispanics? has a Spanish-language site targeting Spanish-dominant Hispanics. “It never  got a lot of traction,” says Knitter acknowledging that it gets very little traffic. Knitter adds that her team is starting to get information from dealers on whether they have a Spanish-language sales force.

Total Auto Industry Ad Spending , 2009 – 2012 (Values in US $ millions)








2012 (P)



Broadcast TV
























Direct Mail
































Other Print
































U.S. Total (1)








Dealer Share (2)





Association Share





Manufacturer Share





Sources: NADA, NIADA, Dun & Bradstreet, Borrell Associates Inc., 2012 Note: (1) Does not include private party sales (2) “Dealer Share” includes franchised and independent dealers

Comment: Online has grown to be the largest category in automotive advertising spending over the last few years. This growth has come mostly at the expense of Newspaper classified advertising. Interestingly, according to the table above, Automotive Newspaper Advertising has not decreased overall, although it has stagnated. Smaller categories like Other print, including magazines, Radio, direct mail, and Directories have decreased in expenditures. Dealerships, strong local advertisers, continue to amount to almost 60% of overall expenditures, with manufacturers, strong national advertisers, making up approximately 35% of total expenditures.


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.”

Business StrategyIs there a Content Marketing craze? Yes. Is content marketing going to be a fad? Very unlikely. Most marketers recognize that in the digital age content, more than ever, is the connecting thread that brings them together with their customers and prospects. Portada’s editorial team asked several experts about 11  key questions brand marketers need to know about.  Many of these issues will be explored in-depth by major brand marketers at Portada’s Latin Content Marketing Forum on June 4 in Miami.

1. What is Content Marketing all about?

Michael Fasciano, Associate Director, Content Strategy at Digitas, has an interesting definition. Content Marketing, he says, is about “preparing brands to become publishers.” Matt Borchard, Strategist at The Media Kitchen, notes that there are three types of content: Curated, Originated and co-created. To David Weiner, Digital and Social Engagement Strategy for Brands at Pepsi Beverages, content marketing is about “how paid , earned and owned can work together in a very fuzzy real-time world.”

Good content should create demand.

2.Isn’t Content Marketing much more about PR than about Advertising?

While PR is not the whole story, it is a discipline that is very much related to content marketing because it promotes the earned media component (as opposed to paid media – advertising). According to Michael Fasciano, Associate Director of Content Strategy at Digitas, “soon earned media impressions will surpass paid media impressions.”

3. Does every brand need to become a publisher?

That is a very good question. Pepsi’s David Weiner Digital and Social Engagement Strategy for Brands – Pepsi Beverages Company, doesn’t think so.  “I don’t think every brand needs to become a publisher. It’s a commitment in dollars and  resources”. A brand may decide to use paid media for the majority of its outreach.”


4. What is native advertising and how does it relate to Content Marketing?

Native advertising is a web advertising method in which the advertiser attempts to attract attention by providing valuable content in the context of the user’s experience. Similar conceptually to an advertorial, which is a paid placement attempting to look like an article, a native ad tends to be more obviously an ad while still providing interesting or useful information. As Gawker CEO, Nick Denton recently told us “For advertising to be truly native in an interactive medium, it should be interactive. And I don’t mean that the marketer asks some empty question — what do you think? — and then ignores the answer. New discussion systems such as Branch and Gawker’s Kinja give marketers as well as sources the opportunity to engage intelligently with journalists and readers. That’s the only variety of online marketing that I’d describe as truly native.”

As the lines are blurred between paid, earned and owned media you need to be transparent about it.

5. But doesn’t native advertising have a credibility issue?

Yes, Native advertising , particularly bad native advertising can blur the line between editorial and brand content. As Ben Kunz, VP of Strategic planning at Mediaassociates writes in Digiday, “Billions of banner ad impressions may annoy readers, but they don’t misdirect users by disguising the source of the message — and this is exactly what native advertising does. If publishers and marketers aren’t careful, they are going to poison the well of digital ad communications by breaking consumer trust.” However, while Kunz’s argument makes a lot of sense, the scenario he predicts does not necessarily have to occur. Digitas’ Fasciano notes that with native advertising it is “crucial to have the right context, hit the right audience at the right time.” If that happens, native advertising can get a “higher response because brand content is perceived as editorial content.” However, Fasciano does  caution that this may backfire . “Transparency is very important. As the lines are blurred between paid,earned and owned media you need to be transparent about it.”


6. How important is it for a brand to control the content?

According to Kodi Foster, Sr. Director Brand Initiatives at Outbrain, the answer to this question depends on the type of brand:  “The issue of not controlling the content is different for a cookie brand (e.g.  Oreo)  than for a bank or pharma company who has legal issues.”

7. How can brands have a spontaneous voice in the midst of corporate bureaucracy?

Corporate Bureaucracy can be a killer, almost per definition, for the spontaneity needed in social media and real-time marketing. PR departments in large corporations often require long approval processes. Pepsi’s David Weiner notes that”approval processes can be avoided once there is trust. Alignment and good partnerships and processes can make real time marketing possible.”

Content should become an asset as opposed to an expense.

8.What content does a brand need to invest in?

To Matt Borchard, Strategist at The Media Kitchen, the key question is what type of content builds trust. Michael Fasciano adds that brand marketers should ask themselves what type of value they are bringing to the consumer. The key is that content should become an asset as opposed to an expense. In his opinion, its important that content is about what happens now and that there are real-time conversations with the brands’ followers.

9. Is there really a need for a brand to be ‘always on’?

Most social media and content marketing specialists note that it depends on the objectives of the brand.  Brand marketers do not necessarily have to have an always on content marketing strategy. Some experts contend that a marketer needs to be real-time on Facebook.  For brands that need to be always on, agencies are creating special units. An example is  McCann Always On which was recently created in New York to work on 15 brand assignments sold by marketer clients of McCann Erickson New York that include General Mills, L’Oreal and Nestle. McCann Always On intends to become the  always-on content strategists focused on intiatives that are talking in the brands voice in a way the consumer wants to be engaged as well as taking care of managing the communities of consumers who follow these brands.

You should treat Frequency like a program and create expectations around it.

10. What is the right frequency?

Related to the always on – real-time question, is the frequency with which the different content marketing elements are used. The Frequency of sharing content can be solved by using different platforms.  “The frequency question is not answered by sharing X times on Facebook”, says Fasciano. “You should treat Frequency like a program and create expectations around it.”Pepsi’s David Weiner notes that “there definitely is a need to cultivate an audience. There obviously is a quantity versus quality tradeoff. Digitas’ Fasciano recommends marketers to implement a stock and flow strategy. The key objective should be to get an audience of followers and keep it.

11. What metrics should be used to measure Content Marketing?

“Content marketing is about thought leadership. You may not sell a lot of product in the short-term,” argues The Media Kitchen’s Matt Borchard.  Interestingly,  Digitas’ Fasciano argues that really “good content should create demand.” So, how should content marketing and its different elements  be measured? ” Engagement is the main objective and it can be measured via metrics including social shares, page views.  Another element to measure is Loyalty which can be measured via metrics such as frequency of visits.

Ezequiel “Zeke” Montes, president of NAHP, passed away last Tuesday January 29, 2013. Montes was a pioneer in Hispanic print media and a crucial leader in the history of the National Association of Hispanic Publications (NAHP). Throughout his career Montes was a very strong, generous and insightful advocate for Hispanic communities nationwide. He was also a very early and enthusiastic supporter of Portada. In the below article, Kirk Whisler, president of Latino Print Network, and friend and business associate of Mr. Montes reminisces about Mr. Montes career and his love for publishing and the Hispanic community.

We lost a great person and an amazing leader  with the passing of Zeke Montes on January 29, 2013. Often great leaders are not very nice people. They sacrifice being nice or being liked to get things done. My compadre Zeke had the ability to be both a great leader and an amazing person.

Zeke Montes was the most giving person I’ve ever met. He was always the first to volunteer to help for anything – and the first to pick up a check. Everyone remembers him as such a positive, energetic, happy person. So full of joy. So committed to seeing the entire Latino community get treated with the respect that it deserves.

Zeke is legendary for his commitment to the National Association of Hispanic Publications (NAHP) – and no one will or could serve more terms as President than the six terms he served. He was elected as the second NAHP President in 1986 and served three terms early in the NAHP history when board members were elected to one year terms (1986-1989). His many accomplishments from this period include the NAHP joining HACR and other key national organizations, the NAHP Group Buy program grew, the start of what is today the José Martí Awards, the NAHP gave it’s first scholarships, and our first convention in Mexico.

From 1999 to 2003 he served another 2 terms during a major growth period for the NAHP. During this time the NAHP had one of its most memorable events when future President of Mexico Fox and Edward James Olmos were at the same lunch and both gave amazing speeches. We were all spellbound as to having witnessed history.  During this time period the NAHP grow to its largest number of members and largest conventions.

He was in the final year of his final two-year term (2011-2013) when we lost him. While others have devoted meaningful time to the NAHP and the development of Hispanic Print – Zeke devoted his life. Right up to going to the hospital for the final time Zeke was concerned about keeping Hispanic Print and the NAHP growing and moving in the right direction. Zeke was also active on other national boards like HACR, Hispanic Association on Corporate Responsibilty. HACR is key to negotiating with Fortune 500 companies and the HACR board is composed of the leaders of the most important Latino organizations. His leadership there was critical to a number of important national issues effecting the Latino community. Zeke had the rare quality of making everyone he meet feel important – from waitresses and the readers of Tele Guía to corporate CEOs and Presidents, and he met at least 15 presidents of the United States, Mexico, or another Latin American country.

As soon as Zeke and I meet over the phone in 1982 I was impressed with the man – and instantly felt like I’d know him for years. When I went to Chicago shortly thereafter he had his entire family at the airport to meet me. Over the years Zeke and I traveled together to over 50 cities around the USA, Mexico and the Caribbean to talk about the many benefits and qualities of Hispanic Print. Zeke always provided the emotions and honesty that came from his years as a publisher. These trips were all work from the 8 in the morning till 10 or later at night. During these years we saw the circulation of Hispanic newspapers and local magazines grow from 3 million to 19 million – and Zeke was a very key part of the growth.

Zeke was a very successful publisher with publications like Tele Guía, Guía Telfonica, and their various websites and newsletters; but I have to believe that he would have been even more successful if he hadn’t spent so much time trying to help those publications smaller than his also succeed. He wanted the tide to raise ALL the boats, was never happy if only a few were going to succeed. Zeke was truly a WE person, not a ME person.

In 1997 Edward James Olmos and I cofounded the Latino Book & Family Festivals with our first festival in Los Angeles. Zeke was, of course, there wanting to do a similar event in his beloved Chicago. Within 2 years Zeke had created the Chicago Latino Book & Family Festival. At the first Chicago festival in November 1999 at Sportman’s Park Eddie Olmos’ daughter had never seen snow before. It was snowing, and his daughter got so excited that she rushed out and was licking the snow of the bumper of Zeke’s car. Luckily we stopped her before her tongue stuck to Zeke’s bumper. With the 13 Chicago Festivals held since then a total of 278,000 people have attended these wonderful events. The 14th Chicago Festival is on April 6 and 7 at Unity School in Cicero.

Although Zeke didn’t look like much of a dancer, I saw him win dancing contest in both the USA and Mexico. Zeke was an eternally HAPPY person, and dancing made him happy. He loved his music and had worked as a musician earlier in his life.

I know how happy Zeke was to fulfill his promise to take my comadre Rose to Paris last year. He loved traveling with his beloved wife as well as with his children and grandchildren. Zeke was never happier, as all of you know, than when he was surrounded by family and friends. Zeke was so proud of each and every grandchild as they went from energetic children Logan, Lucas and Kayla; to active and bounder testing teenagers Christopher and Aaron to, with the older ones, wonderful young ladies Amanda, Brittney, Ashley, and Nicolete.

Zeke was also extremely happy that his children Patricia, Christina, and Steve are all now working & managing the publications. It truly was his dream to have them carry on with the efforts he and Rose started nearly 30 years ago.

For 30 years Zeke and I rarely did anything without consulting each other. We often talked of what we’d be doing in future years and we all looked forward to when Zeke and Rose would be in retirement and come to spend 2-4 months every winter with us out in Carlsbad. That wasn’t to be – I feel like I’ve lost my right arm with the loss of my best friend.

By Kirk Whisler

A bilingual website has been created to share remembrances of Señor Montes at The NAHP has also set up a fund in his memory. Please go to for more information.

What is the Panregional Advertising market? Our just published report defines the panregional advertising market as advertising placements bought in two or more Latin American countries by buyers outside of those countries. The advertising is usually bought out of so-called panregional media buying hubs, most notably South Florida (Miami).
2013 Panregional Advertising and Media ReportBelow 5 questions and answers about the Panregional Advertising and Media Market from Portada’s Editorial Team. Caveat: You will learn something, but to know more you will have to buy the report! (;-), (you can buy it here at a 25% discount by entering the code NEW-YEAR 25.


    1. Does the Latin American Panregional Advertising Market have any relationship with the U.S. Hispanic Advertising Market?
      Generally speaking, not much as the clients and agencies generally target one market or the other. However, some agencies target both markets as the target audiences of both markets can have important commonalities (e.g. Mexican audiences and Mexican Americans in the U.S). Monica Gadsby, who in November 2009 was appointed CEO of Starcom Media Group’s Hispanic and Latin American units, said at the time that “there is a lot of possible overlap between U.S. Hispanic and Latin America.”
      There is another overlap between both markets: In the digital world, the connection is much bigger. Many new digital advertising technology – placement ventures (e.g. Digilant, Turn, Pulpo Media, Batanga, GDA and Medula Network) have a strong presence in both markets.
    2. How big is this market
      Portada estimates Panregional Advertising to grow from an aggregate volume of US $340 million 2011 to US $466 million in 2017 at an annual compounded growth rate (CAGR) of 6.4%. So this market is relatively small, but it cannot be emphasized enough that while the panregional market amounts to a small share of the overall Latin American advertising market, approximately 1%, panregional media buying decision-making has a far larger impact on overall Latin American media buys as regional media planning decisions taken in Miami or other centers very often are implemented on the national Latin American country level.
    3. Where are the main decision makers?
      Since the eighties when panregional cable buys and a little bit later print buy strategies started to be implemented out of Miami, South Florida has developed as the main panregional media buying hub. Lamac (Latin American Multichannel Advertising Council) and media placement firms reduced the complexity of buying media in Latin American countries by providing one-stop-shop solutions. In addition, they were able to offer substantial discounts for their cable feeds and large print buys. However, over the last decade and with the strong growth of the Latin American economies, Latin American based panregional media buying hubs have emerged. These include Mexico City, Buenos Aires (Argentina) and Sao Paulo (Brazil). Major agencies and clients are based in those locations.
    4. Does the share of the different media types (Cable, print, digital etc) in the panregional advertising market reflect the overall structure of the Latam Advertising and Media market?
      No. Cable TV advertising has traditionally had the main share of panregional advertising, while in the overall Latin American advertising market open TV clearly leads and Cable is relatively minor. In addition, the share of digital advertising does not surpass a 10% share of the overall Latin American Advertising market, at best, while digital media’s share in panregional advertising lied at 21% in 2011 and is expected to surpass 36% by 2016. A major factor explaining the emergence of digital media on a panregional basis is that agencies that buy media pan regionally tend to be more open to digital innovation.
    5. What’s all the fuss about the regulations?
      Panregional Media buying depends on the ability to buy media from outside the country the media is placed in. Many Latin American countries, most notably Brazil, have recently introduced new laws that make it compulsory to use local media agencies to buy media. In addition, some countries are also promoting the local production of TV spots by taxing spots that have been produced outside of the country.

As you probably know, Portada just introduced brand new websites. To celebrate the launch, we want to extend a 25% Discount Introductory Offer to you. Make sure you can access Portada’s Premium Content including:

    • Interactive Database of Corporate Marketers and Media Buyers targeting Hispanics
    • Targeted Research reports we are rolling out
    • All 48 past print issues in digital magazine format

Take advantage of this special discount by January 31st! Choose your preferred Subscription Option and learn about the different benefits. Once you have chosen your preferred option,e-mail our Online Sales Manager Nicolas Miranda or call him at -1-800-397-5322. Nicolas will provide a landing page and the Discount Coupon Code so that you can benefit from the 25% Discount.


Portada  is launching a brand new digital platform, new formats and timely new data and analysis. Today we are introducing a brand new with much improved navigation tools and social media integration. Thanks to the support of our valued audience and sponsors, we are also increasing the size of our editorial team in order to provide our audience the independent high quality content it deserves.

According to the 2012 CVC Audit & Readership Survey Portada reaches more than 100,000 marketing and media executives in the U.S. Hispanic market and beyond.

The new is complemented with the sites (English) and (Spanish). Portada sponsors and advertisers will now be able to benefit from rich media advertising and Doubleclick ad serving.

The new digital properties, which include new mobile sites, will  strengthen Portada’s position as the leading Source on Latin Marketing and Media. According to the 2012 CVC Audit & Readership Survey Portada’s digital and print properties reach more than 100,000 marketing , advertising and media executives in the U.S. Hispanic market and beyond.

Our readers and advertisers can now benefit from:

  •  Databases of Corporate Marketers/Media Buyers and Targeted Research Reports
    Check out Subscription Options)

For information about 2013 opportunties, please contact Bob Oliva, Business Development Director Portada at or call him at (305) 546-1515 .  For premium subscription options contact Nicolas Miranda at or call him at 1-800 397-5322.

A few words about the introduction of the Beta version of our new sites and more changes in the upcoming weeks.  

Dear Portada Audience,

Last week we introduced the Beta version of our new websites for  the Latin American and panregional Advertising/Marketing and Media industries.  The new sites – and (for the Spanish-speaking world in Spanish)  – aim to substantially improve the usability experience for Portada’s expanding digital audience both on desktop computers as well as on  tablets-mobile.   In addition, users will now be able to easily comment and share articles through Facebook,  Linked In, Twitter and other social networks.  The completely redesigned sites will be tweaked and improved over the coming weeks by our team of design, SEO, usability, social media  and e-commerce experts.

Most importantly, we want to say Thank You to our audience and our sponsors. Without Your support it would not be  possible to make substantial investments to improve our offerings.

Portada is the largest and only audited media vehicle in our space reaching more than 100,000 Marketing, Advertising and Media professionals in the U.S., Latin America and Spain.

We will keep you posted as we introduce new changes.

Saludos y gracias!

A few words about the introduction of the Beta version of our new site and more changes in the upcoming weeks.  

Dear Portada Audience,

Last week we introduced the Beta version of our new website. The new site,, targeting the U.S. Hispanic, Marketing and Advertising industries  aims to substantially improve the usability experience of  Portada’s expanding digital audience both on desktop computers as well as on  tablets-mobile.   In addition, users will now be able to easily share and comment on articles through Facebook,  Linked In, Twitter and other social networks.  The completely redesigned sites will be tweaked and improved over the coming weeks by our team of design, SEO, usability, social media  and e-commerce experts.

Most importantly, we want to say Thank You to our audience and our sponsors. Without Your support it would not be  possible to make substantial investments to improve our offerings.

Portada is the largest and only audited media vehicle in our space reaching more than 100,000 Marketing, Advertising and Media professionals in the U.S., Latin America and Spain.

We will keep you posted as we introduce new changes.

Saludos y gracias!

Nominate for the best in Hispanic Marketing, Advertising and Media. Portada’s Hispanic Advertising and Media Awards are nominated and chosen through an entirely democratic process! The winners will be announced at the Sixth Annual Hispanic Advertising and Media Conference in NYC, Sept. 20, 2012, purchase your tickets here!



Nominations are accepted for client side marketers who have substantially contributed to the quality of Hispanic marketing as a discipline over the last twelve months. The nominated marketer should have made a strong case for marketing to the Hispanic population as well as executed innovative Hispanic marketing campaigns with strong results. Please explain your reasons for nominating the candidate (max 120 words). NOMINATE here!


Nominations are accepted for integrated advertising campaigns targeting Hispanic Audiences during the last 12 months that stand out because of the creativity of the campaign’s media plan and buy. It should have achieved a high ROI. Please describe the campaign in terms of Objective, Creative, Media Used, Results (max 160 words). NOMINATE here!


Nominated candidates should be media companies or content producers that target Hispanic audiences in (Spanish and/or English). The nominated entity is distinguished by the quality of its content and/or an innovative content delivery technology. Please explain your reasons for nominating the candidate (max 120 words). NOMINATE here!


Nominations are accepted for professionals (clients, agency and media executives) in the Hispanic Digital Media Sector who have made an outstanding contribution to the development of the sector over the last 12 months. Please explain your reasons for nominating the candidate (max 120 words). NOMINATE here!


Nominations are accepted for Digital Advertising Campaigns that have targeted Hispanic Audiences during the last 12 months that stand out because of the creativity of the media plan and buy as well as a high ROI. Please describe the campaign in terms of Objective, Creative, Media Used, Results (max 160 words). NOMINATE here!


Nominated campaigns should be print advertising campaigns that have targeted Hispanic audiences over the 12 months and that stand out because of the creativity of the media plan and buy as well as a high ROI. Please describe the campaign in terms of Objective, Creative, Media Used, Results (max 160 words). NOMINATE here!


A digital media property or advertising delivery technology that has contributed to solve substantial challenges from an audience, client and agency perspective over the last 12 months. Please explain why you think it is a strong digital innovation (max 120 words). NOMINATE here!


A print media property or print technology that has contributed to solve substantial challenges from an audience, client and agency perspective over the last 12 months. Please explain your reasons for nominating the candidate (max 120 words).  NOMINATE here!


Professionals (clients, agency and media executives)  active in the Hispanic Print Media Sector who have made an outstanding contribution to the development of the sector over the last 12 months (max 120 words). NOMINATE here!

For today’s Latin Interactive World feature, we interviewed Celeste North, General Director and CoFounder of Nuflick, a Mexican startup that distributes films online. NuFlick’s specialty lies Mexican, alternative, independent and festival cinema.

At a Glance  

Name: NuFlick

Director: Celeste North

Investors: Mexican VC (A Mexican Venture Capital Firm/Incubator)

Sector: Entertainment: Online distribution of films.

Offices: Mexico City

Operations: Platform to connect independent producers and films with viewers worldwide.

Business Model: Subscription Driven

Employees: 3

The story of NuFlick starts with Celeste North (photo), who after studying film in Mexico produced several movies but was not able to find an efficient way to distribute them. North founded NuFlick to try to solve this challenge. NuFlick online film distribution concept won the “Startup Weekend” contest, organized by the Mexican VC Fund/Incubator, which later invested in the NuFlick.  “They invested in our company and that’s how we were born”, says North. They gave us US $30,000 for a 15% stake in the company. We were 8 months in incubation with them, but now that is done (…) We are now looking for the next round of funding, a larger one.”

PORTADA: How many people work at NuFlick and how are you organized?

Celeste North : “We are a team of 3 persons working full time. Rodrigo deals with product development. Eduardo deals with execution and decides on the  best technologies to implement. I deal with generating alliances with content partners, distributors, festivals, etc”.

P: What marketing strategies do you use?

CN : “ We use online ads by Facebook and Google. We also have some partners in blogs like Sopitas. We go to festivals and try to have and important presence on this spaces”

P: What’s coming from NuFlick?

CN: “ We are still missing many things, now we offer most of the movies without cost and some on a one by one payment basis. But our goal is to offer a catalog in a few months. A catalog that is good enough to generate subscriptions”. 

P: When did NuFlick start operations?

CN: “In December of last year we launched our first product, so we are still less that one year old”.

P: How do you work with producers and distributors? Why do they need NuFlick?

CN: “ We don’t buy exclusive rights. We work through a revenue share model: revenues are shared between producers, distributors and us. This has the advantage that it does not require an initial down payment to the producer.  The producer always keeps most of the money paid. The copyright remains with him. We only sign a contract for licensing.”

P: Is your platform global or local? On which market are you focusing?

CN: “Originally we developed a platform targeting the global market, our site was in English, but we realized that many of our visits were from the local Mexican audience. We saw that Mexico has a real need for distributing local content. No company is satisfying this need right now. Little by little new ventures have been launched. Netflix just arrived, Cinema Open too, so there are all these movies and a lot of people willing to distribute them with our technology. That’s why right now we are focusing on the Mexican market”.  

P: Do you have plans to expand outside Mexico?

CN: “We are letting content take the lead. The most effective way to do this has been for us to get close to producers of content and develop communication strategies with them. They are the ones that know how to best market their movies (…) After the Mexican market we want to enter other Latin American markets,  because we think that cinema from Argentina, Chile, Colombia, etc., has a lot in common with Mexican cinema. We’ll look for producers from those countries and with them we’ll do the alliances and strategies”.

P: How do you handle geolocalization and copyright by country?

CN: “We don’t want consumers to choose a channel and read that it is not available for their country, so we are trying to avoid that as much as possible. But sometimes it doesn’t depend on us. Our technology is available worldwide, but not all of our movies are. It depends a lot contracts signed previously by distributors and producers”.

Celeste North studied communication at Universidad Olmeca de Tabasco and then studied filming at CUEC-UNAM. She is the founder of NuFlick.

Big Data comes from various sources: CRM, transactional sources, online, social media, mobile and digital devices. Nowadays tools to process larger datasets help to facilitate Big Analysis. It was only going to be a matter of time for a “Big Data” analytics provider to emerge and focus exclusively on the Hispanic market: Luminar, a “big data” analytics and modeling provider focused specifically on connecting marketers with U.S. Latino consumers, just announced its launch. Luminar, a unit of Entravision Communications Corporation, helps clients identify predictable models of consumers’ behavior to allow companies to reach, upsell and retain Latino consumers more effectively.

“Many marketers looking to connect with the Latino consumer have relied on demographic information and broad cultural themes when developing their marketing strategies, leading to generalized campaigns.  The analysis of ‘big data’, however, offers a much deeper understanding of consumer behaviors, giving marketers the power to truly connect with U.S. Latinos in a relevant way,” said Franklin Rios, President of Luminar.  “We’re proud to be the first company to apply ‘Big Data’ analysis to Latino consumers and we look forward to providing clients with actionable insights that will positively impact their return on investment.” Luminar,  offers solutions to clients in a variety of industries, including retail, consumer packaged goods, political, telecommunications, media, automotive and financial. 

Presentation at Portada’s Sixth Annual Hispanic Advertising and Media Conference

Oscar Padilla, VP Strategy, Luminar will be a speaker at Portada’s 6th Annual Hispanic Advertising and Media Conference in NYC on Sept. 20, 2012. In a first presentation of its kind presentation,  Padilla  will talk about “How Big Data will revolutionize Hispanic marketing and advertising.”

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NGL Media, the online video network and distribution company led by David Chitel, announced a new partnership with Hola Networks, a digital ad network with over 5.7 MM uniques. NGL Media and Hola Networks will create a new video channel across 75+ publishers within its network. 

In addition, by powering video across EPMG’s Digital Platform spanning 13 top Spanish-language online news outlets, NGL Media adds another 800,000+ monthly uniques to its already robust network.  Hoy – Los Angeles and Al Dia – Dallas are among some of the premium EPMG publishers in the mix.  

Another recent addition to the NGL Media video network is, a 24/7 news and lifestyle digital media company featuring culturally-relevant content by and for Latinos.  Daily content includes breaking news, political, entertainment and lifestyle news peppered with spicy wit and insight. The site also hosts an ever-growing array of Hispanic-centric blogger content.  This premium NGL vertical partner boasts over 150,000 monthly uniques and has a leading position as an independent news provider.  

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Indian Country Today Media Network (ICTMN), a company owned by the native American Oneida Nation is introducing a new multicultural ad network called claims it has unlimited access to targeted impressions with multicultural consumers, whether for a single segment or a diverse range of targets across the cultural spectrum.  “Whether you need to reach 18-24 African-American trendsetters in key urban areas, or Spanish-preferring Latina moms in the Southwest, the MyDreamcatcher Ad Network finds them where they are most engaged and in contextually relevant categories,” a press release published by ICTMN states.  

"Our Ad Network is unique in that we offer unlimited multicultural reach, combined with an agile, proactive team that constantly finds ways to optimize our clients' online buys," says Suzanne Sobel, Managing Director of MyDreamCatcher. "We support all high-impact ad formats including video and other rich media. And even more important: unlike many of the VC-funded players in this space, we are fully backed by the Oneida Nation. We will be around to partner with our clients for years to come."

Personal Portals
To complement the Ad Network's delivery of targeted audience segments based on demographics and passion points, MyDreamCatcher has launched a personal portal. The portal gives online enthusiasts a unique, customized page where they can enjoy all their favorite sites, blogs and social media feeds, in one place, in English or in Spanish. The soon to be launched spanish-language personal portal is called

Yahoo! announced that it has hired Gina Mistro as Sales Director for the U.S. Hispanic market. Based out of Yahoo!’s New  York, NY offices, Gina is responsible for the generation and growth of online advertising and revenue for Yahoo!’s U.S. Hispanic market, with a specific focus on the consumer packaged goods (CPG), beauty and wireless categories.  Mistro replaces Andy Ocasio who recently left Yahoo!.

Mistro has more than 16 years of Hispanic media experience across television, print and digital media, with 11 years in a sales role, Mistro joins Yahoo! from Vme Media Inc. but has also worked at companies such as Latina Media Ventures and Univision Communications.

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Spanish-language novela actor Juan Soler (photo) and Honey Nut Cheerios® recently launched a joint, multi-market, education initiative designed to help Hispanics lead a heart healthy life.  Portada talked to Scott Lee, Associate Marketing Director Honey Nut Cheerios (General Mills) about Honey Nut Cheerios main message when targeting the Hispanic consumer and its couponing strategy.

Lee notes that Honey Nut Cheerios main message is that “You don't have to sacrifice delicious taste in order to lead a heart healthy life – you can have both with America's favorite cereal, Honey Nut Cheerios!”

Honey Nut Cheerios leverages General Mills Hispanic marketing platform Que Rica Vida: “Que Rica Vida is a wonderful multi-media platform that allows us to reach and engage our Hispanic consumers.  We are leveraging our relationship with Juan Soler to communicate our 'Try America's Favorite Cereal' campaign in both print and radio advertising within the Que Rica Vida platform, “ Lee notes. Cheerios social media strategy is also integrated within Que Rica Vida.

Honey Nut Cheerios use a mix of general market coupons vehicles including Free Standing Inserts and digital coupons.  “We drive additional awareness through online and social media vehicles”, Lee adds.

Lee says that they have not yet experimented with QR Coupons,” but that he has digital coupons featured with online retailers and in our social vehicles like our Cheerios Facebook page”

A summary for Advertising Agencies, Corporate Marketers and Media Sales Executives, to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

  • Curacao
    Curacao, formerly La Curacao, debuted its top to bottom, inside and out transformation repositioning itself for future growth. Shoppers are also being pleasantly surprised with the retailer’s complete makeover. Curacao cites the change in demographics and evolution of Latino shoppers as the principal reasons for the total revamp, its fresh new image and 360 shopping experience. Today’s shopper is different says Jerry Azarkman, Chief Marketing Officer. There have been significant cultural and demographic shifts within the Hispanic community, and also in the neighborhoods surrounding our stores.Latinos are breaking the mold and we’ve seen first-hand the evolution of our customer,  says Ron Azarkman, Curacao Chief Executive Officer.  Our Hispanic consumer market is certainly growing, but it is also evolving and we are committed to keeping in step with them to give them what they want. The company’s transformation includes the extensive makeover at all ten Curacao stores in Southern California and in Phoenix including a new logo, the new interior aesthetics, the ambient music, full-service, knowledge-based sales associates, and bilingual signage to make the shopping experience fun and easy to navigate for everyone.
  • Papa John’s
    Pizza retailer Papa John’s is planning to do increase its Hispanic specific advertising. The company eventually will be utilizing print, digital and mobile advertising. Papa John’s general market agency is Zimmerman Advertising. The Fort Lauderdale, FL, based agency intends to develop a Hispanic expertise.
  • General Motors-Carat
    Joel Ewanick is out as global CMO at General Motors. Alan Batey, vice president U.S. Sales and Service, will assume the role of global chief marketing officer on an interim basis, GM said. GM said Ewanick resigned effective immediately. Some news outlets were reporting that he was forced out.  It was just seven months ago that GM consolidated its global $3.5 billion media agency assignment with Carat after a lengthy review. There has been no announcement related to any changes in Carat’s duties. Previously North American duties were handled by Publicis Groupe’s Starcom.
  • Metrolink – Sensis
    Southern California Regional Rail Administration, also known as Metrolink, awarded a marketing contract to cross-cultural advertising agency Sensis. The contract is for support of ongoing communications and marketing services to boost ridership on the Metrolink commuter rail system. “This is a big win for us,” Sensis President José Villa said. “Metrolink is a major Southern California advertiser that understands the value of our integrated marketing and advertising services. We were selected for our strategic approach, media planning and buying capabilities, and our understanding of the cross-cultural marketplace that is Southern California. Metrolink staff wrote in its recommendation to the SCRRA board of directors, “Sensis demonstrated the ability to develop innovative rider acquisition strategy and measurement programs. Sensis began work on the account July 2, 2012. Dan Tuft will lead the account for the agency.
  • 21st Century Programming
    21st Century Programming based in Long Beach, Calif., has officially launched its Spanish-language website at 21st Century designs and distributes ROM, ROM Express, ROM Recycler, ROM Brokerage and ROM Enterprise recycling industry software. The company says its designed the website to support the needs of recyclers in the Mexican and Latin American markets as well as U.S.-based operations run by Spanish-speakers. Newly translated Spanish-language brochures have accompanied the website launch as well.21st Century says its primary goal of its Spanish-language campaign is to enhance sales and customer support between the U.S.-based company and border customers. To support the campaign, 21st Century Programming says it also has strengthened its Spanish-speaking support, sales and marketing staff.
  • UHealth
    Health, the University of Miami Health System, has selected MGSCOMM to develop and implement multimedia and multilingual campaigns to build brand awareness of South Florida’s only academic-based health system, and its growing line of comprehensive services. As UHealth’s agency of record, MGSCOMM will promote UHealth’s vital role in developing medical breakthroughs and translating them into leading-edge patient care to local, national and international audiences. MGSCOMM will develop campaigns for UHealth’s three hospitals — the flagship University of Miami Hospital, Sylvester Comprehensive Cancer Center, and Bascom Palmer Eye Institute — and more than 30 outpatient facilities in Miami-Dade, Broward, Palm Beach, and Collier counties, which are staffed by more than 1,500 physicians. The UHealth network includes three major affiliated institutions:  the University of Miami at Jackson Memorial Hospital, Holtz Children’s Hospital and the Miami VA Medical Center.
  • Visit Oakland
    Visit Oakland announced its first Campaign for the Multicultural Tourist. Well-known local representatives such as Tim Westergren, founder of Pandora, Goapele, soul/R&B artist, and James Syhabout, Michelin Star chef, participated in the campaign, highlighting their favorite activities, restaurants, neighborhoods and things to do while in Oakland. The representatives come from all different backgrounds and diversities, including Japanese, African American, and Thai. “This is an important time to advertise what Oakland has to offer, as the city was just named the top five destination to visit in the world in 2012 by The New York Times,” said Sima Patel, Chair of the Board for Visit Oakland. The intention of the campaign is to provide an overarching identity for outgoing tour and travel communications, which will be implemented across a variety of media including print, online, video, radio and direct marketing initiatives. The slogan, “Oakland. To Know it is to Love it,” captures the pride that locals have for the city and the importance of getting to know Oakland beyond its misconceptions The campaign is behaviorally targeting those interested in the arts, culture, entertainment and culinary offerings of Oakland, focusing heavily on the cultural festivals happening this summer.


For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics. of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).
If you are a Subscriber to the Directory
login and access the Directory.

John Trimble, Chief Revenue Officer of Pandora is the latest addition to the impressive roster of speakers of Portada’s  Annual Conference on Sept. 20 in New York City. We have extended the Early Bird promotion one day until today COB.

John Trimble (photo) serves as the Chief Revenue Officer of Pandora Media where he is responsible for all advertising revenue, strategic sales marketing and advertising operations. Pandora's diverse revenue streams tap display, mobile, audio that reach consumers on their computers, mobile phones and consumer electronic devices. Pandora was founded in 2000 and went public in February 2011. Portada is going to conduct an on stage interview with Trimble and explore issues like entrepreneurship in the digital media industry as well as the evolving online radio sector.

To register to Portada’s 6th Annual Hispanic Advertising and Media Conference and/or to the Hispanic Mobile Marketing Forum (which takes place in the same venue on Sept. 19 at the Special Early Bird price (expires tonight!) please go here and/or call Nicolas Miranda, Online Sales Manager Portada at 1-800-397-5322.

Already confirmed Speakers!

David Cardona , Multicultural Marketing Manager, Clorox

John Dillon , VP Brand Marketing & Product Innovation, Denny's

Dawn Marie Gray , Senior Manager Multicultural Marketing, CVS

Trevor Hansen , CEO EPMG 360

Ivan Adaime , VP Digital Media, Impremedia

Justin Byrd , Head of Multicultural Marketing, Chrysler

Ronald Mendez , VP Group Account Director, MPG Diversity

Felix Palau , VP Marketing, Tecate

Maria Cristina Rios , Director, Multicultural Marketing & Media Strategy, Macy's

Rodolfo Rodriguez , Multicultural Marketing Director, General Mills

Marc Strachan , VP Brand Marketing, Diageo North America

Deidre Smalls,  EVP Managing Director at Mediabrands/Identity

Emma Velez Lopez , Director Acquisition Marketing (Advertising US Hispanic)

Purchase your ticket now and make sure you take advantage of the early bird price. It expires tonight!

Twitter #Portada 12

The 30th Olympic Games are here and no one has stressed the fact that things have changed a lot since their first edition—and not only in the sports arena.

The slender, sinewy bodies that have been on view in London since July 27 are a far cry from the athletes competing in Athens 116 years ago, when sports were a rather amateur thing.  Big changes have also come about in sporting requirements, the environment, the number of people witnessing this major event, and of course in advertising, which was previously non-existent due to the absence of media such as television, newspapers, radio, and now Internet and social networks.

But what is the relationship between sports and advertising? Many will say that there is none, but the experts know that today the two go hand-in-hand in direct proportion.

Sports provide a great opportunity for brands to bet on athletes, not only at the Olympics, but also in World Cup soccer; at the recent Euro Cup played in Ukraine and Poland; in national and international sports competitions; and in professional competitions in various sports disciplines.  The Super Bowl is a perfect case study.  The cost of airing a 30-second TV spot runs between $3.5 million and $4 million and has become the ideal vehicle for having millions of fans see the new spots that will set trends in the advertising world.

Super Bowl aside, let’s talk about London 2012. Coca-Cola developed an interactive campaign in which it filmed the spot live and the audience sent it viral as a teaser on Facebook and Twitter.  The spot featured Mark Ronson and Katy B. with the song "Anywhere in the World," which is Coca-Cola’s Olympic anthem.  There is also a mini-site where people can make their own version of the song ( Five athletes are featured in the spot: Mexico's Maria Espinoza, tae kwon do athlete; Russia’s Kseniya Vdovina, who runs on a treadmill; Great Britain’s Darius Knight, who plays ping-pong; Singapore’s Dayyan Jaffar, archery; and  American hurdler David Oliver.

At the national level in Chile, we have already seen DirecTV’s commercials featuring Tomás Gonzalez (gymnast), Kristel Köbrich (archery) and Denise Van Lamoen (swimming), appealing to their good chances of winning medals for our country.

Brands and athletes are often thrust into the limelight in major sporting events, since they are a natural combination. If an athlete achieves great success, those successes will be associated to brands both indirectly ? by advertising and sporting achievements ? or respectively, opening up opportunities for both. Who will triumph in these Olympics?

Manuel Pizarro is a publicist for the Universidad de las Américas with extensive industry experience. He has also taught at the UNIACC and Universidad Central y del Pacífico. Pizarro serves as a permanent member of the creative committee at IAB Chile and is currently Chief Digital Officer at the Promoplan advertising agency.