Join Forces with Top Brands at Portada Live, NYC, Sept, 19, 2024!

Editorial Staff @portada_online

Mexican Culture

How Diageo’s Tequila Don Julio Celebrates Mexican Culture in the U.S. and Beyond

Mexican Culture is all the rage in the United States and globally. Brands are leveraging and accelerating this trend. An example of this is Tequila Don Julio’s new global brand campaign. We asked Christina Choi – Senior Vice President – Tequila, Gin, and Breakout Growth Brands at Diageo, to understand how she leverages the strong influence of Mexican culture. Nicola Heckles, Vice President of Marketing Global, Smirnoff at Diageo, provides an additional example.

How Procter & Gamble’s ‘Always’ Benefits from the 4R Framework

P&G Marketing: At the ANA Multicultural Marketing Conference, P&G’s Mark Pritchard, Chief Brand Officer, The Procter & Gamble Company, and Leyla Coffey, Vice President, Multi-Cultural Business Acceleration, The Procter & Gamble Company, showcased P&G  brand initiatives in which they used the 4R Framework: a system encompassing four elements; Relevance,  Reach, Representation, and Resonance,  that matter in brand building for inclusivity.

In-house Advertising

In-Housing Advertising: HP’s Karolina Tuszewicka Provides the Dos and Don’ts

In-house advertising is becoming more frequent in Corporate America.  A recent study found that 82% of ANA members now have an in-house agency for some marketing services, compared to 78% in 2018 and 58% in 2013. However, media planning and buying still represents “the final frontier for in-house agencies,” according to the report. Karolina Tuszewicka, Head of Media, LATAM at HP Inc, has in-housed advertising for the IT company in the U.S. and Europe. Portada interviewed her to learn all about the dos and don’ts of in-housing advertising.