Join Us at the Marketing in Multicultural America Summit, NYC, March 5

Brand Marketing

Diversity Increases Innovation

How the NCRC’s Community Development Fund Fosters Innovation

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. 

Adapting Your Brand in a Digital World

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.

Dating App Marketing

Match Group’s Julia Estacolchic on the Evolving Cross-Channel Execution Landscape

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.

Tecate Beer Sponsorship

Tecate’s Martinez: “Our Brand Attributes and Consumer Base Align Near Perfectly with Liga MX Expansion Goals in the U.S.”

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.

Miller Lite Marketing

A Deep Dive into Miller Lite’s Hispanic Give Back 12 – Pack Initiative

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.