Verizon’s Total Wireless took an unexpected, community-first approach to connecting fans with the FIFA 2026 World Cup. Portada talked to Susie Corona, Associate Vice President and Head of Marketing and Brand Strategy for Verizon Value, to understand the campaign’s rationale, its execution, and the results.
Premier Padel accelerates U.S. growth through Miami P1, blending sport, lifestyle marketing, and global strategy to build lasting audience engagement.
A comprehensive review of brands reaching out to the U.S. consumer.
Tori Keichinger, VP and head of Marketing at Century 21 Real Estate, LLC, tells Portada about the different elements and the key rationale for the campaign.
In the heart of Miami, a groundbreaking partnership between The Underline—the city’s ambitious 10-mile linear park—and Inter&Co, a financial super app, is reshaping community engagement.
How a regional bank embraces community and connects physical and digital customer touchpoints, according to SVP of Marketing Sam Francois.
Amerant Bank celebrated the grand opening of its newest branch in the heart of Downtown Miami, marking another significant step in its expansion across South Florida.
Successful marketing to Mexican Americans is the be-all and end-all for Anaheim, CA-based retailer Northgate Gonzalez Market. Portada talked to Victor Huerta, Brand Manager, Northgate González Market, to understand how one of the largest Hispanic supermarket chains reaches and engages its target consumers.
Guaranteed Rate, a Super Bowl advertiser and the nation’s third-largest retail mortgage lender, is betting on reaching Hispanic consumers on their terms.
Popeyes is centralizing its media buying in one DSP to minimize wasted impressions and maximize reach of households. Jean Paul Ciaramella, Media Lead, Popeyes NA, Restaurant Brands International, explained the new initiative at the recent Portada Live event.
Diversity increases NCRC Community Development Fund has just been named to Fast Company’s Annual List of the World’s Most Innovative Companies for 2022, placing ninth in the “Small and Mighty” category. Portada talked to Marissa Calderon, Executive Director, NCRC Community Development Fund, Inc. and Chief of Community Finance & Mobility, National Community Reinvestment Coalition, to understand the key elements that foster innovation in her organization.
CPG Marketing: What do consumer packaged goods companies (CPGs) need to get up and running in direct-to-consumer marketing when they’ve only operated in brick and mortar selling at traditional retailers? Two brand marketers in the Portada network provide useful recommendations.
A brand is an emotional concept. A name or symbol can evoke images, ideas, feelings, lifestyles, and aspirations. Businesses work hard to cultivate and develop their brand identity – they use their brand to say this is who we are, this is what we do, and this is what we can accomplish together.
According to the first quarter 2021 financial report of the Match Group, the world’s biggest dating services provider, growth in North America average subscribers was primarily driven by dating services Tinder, Hinge, BLK, PlentyOfFish, and Chispa. Julia Estacolchic, Director, Brand Marketing, Match Affinity at Match, leads brand marketing for several brands including Chispa, the dating app for Hispanics in the U.S. Portada talked to Estacolchic to understand how her marketing efforts are impacting the above cited subscriber growth.
HEINEKEN USA and its TECATE brand announced the official, multi-year U.S. sponsorship of LIGA BBVA MX, the most-watched soccer league in the U.S. Tecate USA will also be a partner of LIGA BBVA MX’s other competitions, LIGA BBVA Expansion MX and LIGA BBVA MX Femenil. To get a better understanding of the new initiative, Portada talked to Oscar Martinez, Senior Brand Director Tecate USA.
Constellation Brands, the largest beer import company in the U.S. is working on consumer deep dives beyond the 5 top Hispanic markets. The company is pushing for a much wider market representation to obtain a more complete picture about the Hispanic population in the U.S.
Hispanics are a key target consumer base for Miller Lite’s Marketing Strategy as Hispanic beer drinkers spend a higher percentage of their alcohol beverage dollars on beer than any other ethnic group at 45%, according to Nielsen data. Portada interviewed Catherine Pastiak, Associate Marketing Manager for Miller Lite at Molson Coors, to understand all components (including PR, paid social and influencer marketing) of the recent Give Back 12-Pack integrated marketing campaign. According to Pastiak, the initiative also provides a sneak peak of what’s to come for Miller Lite’s marketing.
Brand Consistency is how the personality of a brand resonates the core strategy, values, and foundation of the organization in its marketing touchpoint efforts. So,