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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 Nicolas@portada-online.com 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 portada-online.com 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 Portada-online.com is complemented with the sites latam.portada-online.com (English) and mercadotecnia.portada-online.com (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 bob@portada-online.com or call him at (305) 546-1515 .  For premium subscription options contact Nicolas Miranda at nicolas@portada-online.com 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 – www.portada-online.com/LatinAmerica and  https://www.portada-online.com/mercadotecnia/ (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, www.portada-online.com, 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!

THE CATEGORIES

TOP MARKETER TO HISPANIC AUDIENCES – NEW

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!

TOP HISPANIC ADVERTISING CAMPAIGN – NEW

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!

TOP CONTENT PROVIDER TO HISPANIC AUDIENCES

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!

TOP DIGITAL MEDIA PROFESSIONAL OF THE YEAR

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!

TOP HISPANIC DIGITAL ADVERTISING CAMPAIGN PLAN AND EXECUTION

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!

TOP HISPANIC PRINT ADVERTISING CAMPAIGN AND EXECUTION

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!

TOP HISPANIC DIGITAL MEDIA INNOVATION

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!

TOP HISPANIC  PRINT MEDIA INNOVATION

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!

TOP PRINT MEDIA PROFESSIONAL OF THE YEAR

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 Mexican.vc, 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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Indian Country Today Media Network (ICTMN), a company owned by the native American Oneida Nation is introducing a new multicultural ad network called MyDreamcatcher.com.

MyDreamcatcher.com 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 MyDreamCatcher.com 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 MiCazadordesuenos.com.

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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 HispanicallySpeakingNews.com, 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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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.

Coupons
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”

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.

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

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 www.21stcenturyprogramming.com.mx. 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.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS!

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!).
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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 (www.coca-cola.com/theolympics). 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.

kiwilimonWith over 250,000 users, 1.5 million page views per month, and a structure that is 100% social, Kiwi Limón has established itself as the market leader in online recipes in Mexico.  But the site wants to enter the U.S. Hispanic market and other Latin American markets. As the company prepares to launch its new online grocery shopping system in conjunction with Superama (Wal-Mart), we interviewed co-founder Deborah Dana.  Following is an edited version of our interview:

Portada: How did Kiwi Limón get its start?

Deborah Dana:  In the summer of 2009, I wanted to launch a project for a website for housewives.  This idea came about during my work in marketing at Procter & Gamble, where I had seen the need for sites aimed at this target in Mexico and found there weren’t any.  I invited my partner, Lorenza Ávila, to join the project and we decided as a team to focus on recipes and create a site with user-generated content.  This is how we decided to launch kiwilimon.com.

P: How does Kiwi Limón differ from other online recipe sites?

DD: In several ways—the first is the one I previously mentioned, in that our content is user-generated and supported by professional editors who create seasonal content, newsletters, etc.  But the basis of the site is 100% social.  The second way we’re different is in the tools and partnerships we’ve developed based on our users’ needs.  Today on Kiwi Limón you can save your recipes in your own virtual recipe folder, plan menus and order your grocery list items online thanks to our new partnership with Superama.com.

P:  Tell us about Kiwi Limón’s operation.  How many employees do you have?  Where are your offices located?

DD: Our offices are located in Bosques de las Lomas, Mexico City.  We currently have seven employees.  This year, we managed to close our private capital funding, which will allows us to increase our staff to 17 in the coming months.

P:  What is Kiwi Limón’s business model?  How do you generate revenue?

DD:   We currently have three business models: Advertising, White Label Websites and Affiliate Programs.  Advertising is our main source of income and consists of selling advertising space on the site.  We sell everything from traditional formats such as banners, to section sponsorships and product placements in recipes and videos.  White Label Websites was launched with Wal-Mart through Recetas-Superama.com.mx powered by Kiwilimon.  For this model, we developed an ad hoc site tailored to Wal-Mart’s needs using our recipes and community.  Finally, our Affiliate model was also launched in conjunction with Wal-Mart and works as follows: Kiwilimon sends the user’s grocery list to the Superama.com.mx site, which then delivers to the user’s home the ingredients needed to make the recipe or recipes that the user added to their list.

P:  What are your stats to date?  What do you offer your advertisers?

DD:   To date we have 250,000 unique visitors and 1.5 million page views.  Ours is a niche site that has been able to reach a very specific target—90% of our users are female and 50% of them are mothers.  We offer our advertisers the perfect place to connect with these women, who are the main decision-makers for all household purchases, and we offer non-traditional tools to do so.

P:  What markets are you interested in?  In what countries do you have the strongest presence?  What new markets are you looking for?

DD:   Right now we are focused on growing in Mexico and positioning ourselves as #1, and then expand to the U.S. Hispanic market and the most important countries in Latin America.

P:  Are you interested in the U.S. Hispanic market?  How many visits do you get from that country?

DD:   Yes, after Mexico that is the market we are most interested in.  Only 5,000 of our monthly visits are from the U.S. now and we have not done any marketing efforts for that country.

P:  What marketing strategies do you use to gain exposure?  If you use advertising, how much do you invest and in what media?

DD:   We use organic growth, through recommendations and digital media (Adwords, SEO, social media).  We also employ a PR strategy to get us known.

P:  Where do you see Kiwi Limón in the future?  What are your projections for the next few years?

DD:   We see Kiwi Limón as the connection to the Spanish-speaking housewife.  Our goal is to become the leader of the Mexico food segment next year and then expand our business lines.

P:  What upcoming launches can we expect from you?

DD:  The Recetas-Superama.com.mx site will be launched in a week, as well as the grocery shopping list tool via the Kiwi Limón supermarket.  During the next few months we will also be launching new editorial sections on our portal featuring chefs, as well as many other new initiatives.

Deborah Dana studied Marketing at Tec de Monterrey and has an MBA from Harvard Business School.  Dana was previously Director of Marketing at Interlingua and is co-founder of Kiwi Limón.

HPRA-NY chapter hosted an interesting event last night (July 31) at Cohn & Wolfe’s offices in New York City.  The  panel called “Meet the New Hispanic Media” was moderated by Ford’s Alvaro Cabal, (Multicultural Communications Manager – Ford Motor Company).

Top Editors discussed Hispanic media trends  for 2013 and how to successfully pitch and partner with their teams. Special emphasis was placed on new digital and social media properties. In fact, all the editors that participated in the panel were from digital media properties. However, it is interesting to see that some of these media brands origins are not in digital media.
Two of the  editors participating in the panel were from purely web based new properties: Café Mom Mamas Latinas’  Managing Editor Mariela Rosario and HuffPost Voces Editor  Zuania Capó-Ramos. Two other panelists represented media brands that were born as  magazines:   Samantha Leal, Online Editor – Latina.com and Michelle Herrera Mulligan, Editor-in-Chief  Cosmopolitan for Latinas. A fifth one, Adrian Carrasquillo, Web Producer/Social Media Manager – NBC Latino,   was  from a mainly broadcast based media property

All panelists agreed on the increasing importance of online video on their websites. CafeMom has a dedicated team of video bloggers.  Most of these videos are editorially created, however, sometimes they include PR pitched videos. This is the case of a recent video promoting Got Milk (Milk Board).  In general, the panelists noted that they like PR pitches as long as they contribute to their editorial line. Café Moms’ Mariela Rosario admitted that in the online world the boundaries between Advertising/Pr and editorial are more blurry compared to the print magazine world.

Asked about what amount of their stories is pitch driven as opposed to 100% produced by their editorial team, Michelle Herrera Mulligan, Editor-in-Chief  Cosmopolitan for Latinas said that between 30% and 40%. Café Moms’ Rosario said that on her website that ratio is much lower. Zuania Capó-Ramos from HuffPo Voces noted that a story may be published because a PR pitch idea prompted it.

However, most of the story’s content may still be produced by a sites editorial team. In terms of the amount of the stories per day that are published on their sites. Answers ranged from 20-35 at Café Mom’s Mama’s Latinas site to 2-3 at www.cosmopolitan.com/cosmo-latina/.

Three more high level marketers confirmed that they will be speaking at our 6th Annual Hispanic Advertising and Media Conference in New York City ‘s Scholastic Auditorium with Greenhouse & Rooftop Terrace on Sept. 20th 2012. 

They are: 

David Cardona , Multicultural Marketing Manager, Clorox

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

Dawn Marie Gray , Senior Manager Multicultural Marketing, CVS

In addition, Trevor Hansen, CEO EPMG 360 will be moderating the panel on Hispanic retail marketing.

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

Other confirmed speakers include:

Confirmed Speakers

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 Markting & 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)

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 please go here and/or call Nicolas Miranda, Online Sales Manager Portada at 1-800-397-5322.

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Licensing can be a lucrative business for media companies; It provides extra revenues at practically no additional cost since the content exists already. How are major international publishers licensing in the Spanish and Portuguese-Speaking world? How has the licensing business changed since the advent of digital and 360 media? These are some of the questions we discussed in a recent interview with David Ryan,  
Head of Licensing Development (photo), at London, UK, based Haymarket Media.

Portada: How has licensing evolved over the last 15 years with the emergence of the digital medium?
David Ryan: “The change has been slow and in many territories our partners stay with print only. Others have gone straight to digital with no print product. Last year we revised our licensing contracts so that they are for the whole brand: print, web, mobile, events or any other channel. We no longer treat them any differently.”

How does digital licensing (including mobile) work and how is it tracked as opposed to print licensing)?
David Ryan: “ Our partners report their results to us in just the same way as they do for print.”

What opportunities do you see (in what content categories) in licensing to the Latin American and US. Hispanic market?
David Ryan: “We think that the Latin American and US. Hispanic markets will like what we have to offer especially within men's interest brands like Stuff, FourFourTwo, Champions Matchday, Autosport and F1 Racing. PR Week and some of our other B2B brands also have good potential.” (Check out Haymarket’s media brands here.)

What opportunities do you see regarding geographic markets (e.g. Brazil, Argentina etc)?
David Ryan: “We already have Autosport (content) and Gramophone (magazine) in Brazil and Stuff (magazine), Autosport, Autocar and F1 Racing (content) in Mexico. I think we will continue to expand our presence in to Colombia and Argentina.”

Can you please tell us what publisher holds licenses for some Haymarket magazines/websites in the Latin world? 
David Ryan: “Spain: WHF is published by Everset; Stuff is MC Ediciones; F1 Racing is just changing publishers so I can confirm that in two or three weeks. In Brazil: we don't have editions of those three at the moment but that too will change; F1 Racing in Mexico is part of a content deal with Contenido; FourFourTwo is also pending.”

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.

  • L’Oreal Paris
    L'Oreal Paris announced a partnership with one of Mexico's most prominent media personalities, Martha Debayle, as the new face for Excellence Creme Pro-Keratine Hair Color.
  • Pitbull
    NBCLatino.com: Latino hip-hop sensation Pitbull was named partner in a venture giving the Miami-based artist a significant stake in The New Miami Subs Grill restaurant chain.CEO Richard Chwatt said the company is excited to welcome Pitbull into its executive team and Board of Directors. Restaurant group executives, ultimately, believe that bringing in the 31-year-old Miami native into the mix will help boost the restaurant chain’s brand as they look to expand both here and abroad, as well.

  • H.E.B
    The  H.E. Butt Grocery Co. has partnered with 10 Texas bloggers for a recipe contest. The third annual Meal Maker Challenge, which launches this week, is a partnership between H-E-B and ConAgra Foods.

  • Vimeo
    Vimeo,  a U.S.-based video sharing website on which users can upload, share and view videos, is reachiing out to Hispanics by incorporating a Spanish translation of the company website.  Vimeo CEO Kerry Trainor said Spanish was a natural expansion for the company because the U.S. Hispanic population is booming. "Vimeo is a global community, so we wanted to start providing local language support," Trainor told HispanicBusiness.com. "Specifically, we chose Spanish because it's the second most spoken language on Vimeo, making up approximately one-tenth of our users base." The Spanish-language users come primarily from countries such as the U.S., Spain, Mexico, Argentina, Chile and Colombia.

  • Analysis piece on Hispanic Media Buying Agencies
    Read our analysis on the Hispanic media buying landscape.Agencies and brands  mentioned include ZenithOptimedia, Verizon Wireless Global Hue Latino, General Mills,  Casanova Pendrill, Bromley, Media 8Denny’s, Pizza Hut, Sonic, Johnson & Johnson, Tru Media, Maseca, Digitas, Mars,  Snickers, M&M and Twix. (Read it in our Analysis on Hispanic media buying landscape.)

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS!

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Exciting news about our Sixth Annual Hispanic Advertising and Media Conference at NYC’s Scholastic Auditorium & Greenhouse with Rooftop Terrace on Sept. 20, 2012. Justin Byrd, Head of MulticulturalMarketing & Advertising, Chrysler Corporation as well as Deidre Smalls,  EVP Managing Director at Mediabrands/Identity will be speakers at the conference. Smalls and Byrd will do a joint presentation on how to leverage analytical/data insights to reach Hispanic audiences via digital and print media vehicles. Purchase your ticket now and make sure you take advantage of the early bird price. It expires this Friday!

We also got a confirmation from Macy’s Multicultural Marketing Director Maria Cristina Rios, who will join the retail panel. More major client side marketers will be announced soon. In addition, Impremedia’s new VP of Digital Media, Ivan Adaime will be participating in a panel about how best to monetize Hispanic website traffic. The panel will look at issues such as how to geotarget advertising to Latin American audiences of U.S. Hispanic websites. 

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 please go here and/or call Nicolas Miranda, Online Sales Manager Portada at 1-800-397-5322.

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