What are brands doing?

Diageo’s Tracy Doyle on the Spirits Company First FIFA Sponsorship

Tracy (Bussan) Doyle, SVP, Brands in Culture, Diageo North America leads the Brands in Culture at the alcoholic beverages giant. Doyle explains the rationale for the recently announced FIFA 2026 Soccer World Cup sponsorship. She also provides insights about the structure of her Brands in Culture team.

Coca Cola Campaign

Inside Coke’s New “For Everyone/Para Todos” Campaign

Alex Ames, Senior Director of Creative and Content, Coca-Cola and Stephanie Eaddy, Senior Director of Cultural Marketing, The Coca-Cola Company tell Portada about the ins and outs of the new campaign, originally launched in Argentina 20 years ago.

Nissan Honda merger

Nissan – Honda Merger: Implications for the U.S. Marketing Industry

UPDATE February 17, 2025. The presidents of Honda and Nissan announced separately that their respective companies would not be merging. Nissan and Honda spend more than US $800 million a year in advertising in the U.S. While the merger is unlikely to happen in the short term, the analysis of the drivers for the merger and its marketing implications shed light on where Nissan, Honda and other players are situated in the competitive U.S. automotive market. How would the merged company have conducted its marketing and sponsorship strategy? Who are their current agencies and marketing service providers? Nine questions and their answers.

Plata Card Marketing and the financial transformation in Mexico

How Plata Card Is Redefining Access to Financial Services in Mexico

Plata Card, a company that offers credit cards, cashback, and BNPL services with a focus on high-quality service for Mexico’s underserved population, seeks to redefine the financial experience of the Mexican consumer. Marketing and Communications Director Andrea Vidales explains how the company bets on growth through technology, inclusion and personalized customer service.