Brand Marketing

5 Things You Need to Know About World Cup Marketing: Canvas, UM, Horizon Weigh In

With the FIFA World Cup 2018 about to start, Portada touched base with members of the Agency Star Committee to find out how to make the best of the media opportunity. Interviewees: UM’s David Queamante, Horizon’s Karina Dobarro, and Canvas Worldwide’s Cynthia Dickson. Russia 2018 is not just a sports competition; for brands and agencies worldwide, every soccer match is an opportunity to target audiences through an important passion point.


L’Oréal, Allstate, Coty and Many More Share Their Experience with Portada’s Council System Membership

Portada has officially launched its Council System. The five different council units already met once virtually during the first quarter and in-person at Portada Miami in mid-April. The next in-person meetings will be at Portada New York and Portada Mexico. Check out what the brand marketing member executives have to say about the experience so far!


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Consumer Insights Roundup: FMCG Up 2.6% From Previous Year, 98% of US Internet Users Agree: Shipping Impacts Brand Loyalty…

Consumer Insights Roundup: FMCG Up 2.6% From Previous Year, 98% of US Internet Users Agree: Shipping Impacts Brand Loyalty…

A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.


The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

During the seventh edition of the #PortadaMX summit, experts in Influencer Marketing took the stage to discuss best practices surrounding this elusive but undeniably effective tool to reach consumers. Vivian Baron, CEO and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico's E-commerce Subdirector José Camargo, Grupo Bimbo's Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders' Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity's Director of Business Innovation & Marketing Yamile Elias.


Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts tell Portada the downfall of the storied retailer won’t affect the Sears franchise in Mexico where better merchandising and e-commerce under the management of Grupo Carso, owned by Mexican billionaire Carlos Slim, have built the franchise into a big hit with Mexican consumers. The implications for the U.S. Hispanic Market.