Does It Really Work? Navigating Influencer Marketing Effectiveness (VIDEO)
The answers from Diageo and RocketMortgage senior marketing executives at a recent Portada Live event.
The answers from Diageo and RocketMortgage senior marketing executives at a recent Portada Live event.
How Mercedes Rodríguez Bermejo, Senior Multicultural Marketing Specialist at EmblemHealth, markets healthcare in New York, the most diverse metropolitan area in the world.
Verizon Marketing: Store openings by the hundreds in large urban markets are the primary driver of Verizon Value’s marketing and advertising initiatives, says Cheryl Gresham, VP and CMO at Verizon Value.
Portada talks with Melissa de León, Senior Channel Marketing Manager at Under Armour about how the brand is leveraging female athletes to meet its goal of reaching a target audience between 16 and 25 years old.
Edwin Hincapie, Brand Director of Santa Teresa Rum at Bacardi, tells Portada about the different elements of his rum marketing strategy.
Influencer Marketing Trends: Julia Estacolchic, Sr. Director of Brand Marketing at Match, provides Portada with first-hand input about the evolving influencer marketing practice.
In 2023 we interviewed dozens of brand marketing decision makers in the Portada network. Eight tips they provided you need to be in the know about for 2024.
Soccer marketing – including sponsorships, experiential activations, advertising/branded content, and influencer marketing – is in most marketers’ mouths. But do brand marketers really believe soccer will have a transformative impact on marketing? We surveyed the decision-makers, and this is what they have to say.
By introducing the Delimex Taquito Platter custom mold, Delimex has created a complementary product to its flagship frozen tacos and taquitos. Lauren Nowak, Brand Manager, Delimex tells Portada that the “plate is designed as a perfect vehicle for serving Delimex Taquitos and encourages consumers to purchase them to use together.
Contextually relevant content has become a critical asset in the post-cookie world. Using the example of the recent Bombay Sapphire Campaign, Jaime Keller, Brand Director of Bombay Sapphire Gin for North America at Bacardi, explains how experiential marketing campaigns can be used to create contextually relevant content. She also tells Portada about the passion point the campaign is centered on, the type of media used, and how experiential marketing activations are measured.
With a 21.8% market share, BBVA is Mexico’s largest bank ranked by assets. The financial institution invested US $157 million in LigaMX and related properties between 2013 and 2024. That is why Portada recently talked to Alejandro Mayer, Director of Marketing Capabilities at BBVA Mexico, a key executive behind the institution’s La LigaMx soccer sponsorships.
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.
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 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.
From cost reduction to process optimization, content personalization, and improving SEO practices, we’ll tell you how some major companies use artificial intelligence in their marketing.
Over the past few years, PepsiCo has reshuffled its portfolio to focus on healthier beverages, including the high-growth energy drinks market. Portada interviewed Fabiola (“Faby”) Torres, SVP, CMO Energy Drinks / Hispanic Business Unit, PepsiCo, to understand how the CPG giant continues to invest in the energy drink market opportunity.
Janina Delloca-Pawlowski, VP of Customer Inclusion at Fidelity Investments, tells Portada about practical examples of inclusive marketing, about Fidelity’s enterprise-wide system of support for people of all identities, and how cross-team collaboration improved the creative concept for the currently running Doors campaign.
Kanguro Seguro is betting on tech-savvy Hispanic consumers and their love for pets to grow in the underpenetrated U.S. pet insurance market. Portada interviewed Andrés Mishaan, CEO, and Nick Hanabergh, President of Kanguro Seguro, to learn more about this unique opportunity.
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.
Great experiential marketing examples are based on deep consumer insights, flawless activations, appropriate amplification as well as relevant measurement. Portada interviewed Roberto Ramirez Laverde, Global Senior Vice President of BACARDÍ Rum, who recently launched the BACARDÍ x Stadium Goods SNEAK3ASY campaign.