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Cannes Advertising Festival

A Somewhat Irreverent Recap of the 2022 Cannes Festival

The 2022 Cannes Advertising Festival is over. The last hangover of the approximately 10,000 delegates has been cured, the latest deals have been cut, and the most impressive award winners have been celebrated.  Portada asked a few Cannes insiders about how the 2022 Cannes Festival went. Here is a somewhat irreverent assessment. 

Gen Z Marketing

Why Tecate Alta Uses CTV and Very Little Traditional TV

Gen Z Marketing, particularly when it comes to Hispanics, is not anymore about the Univisions and Telemundos of the world. Belen Pamukoff, Brand Director Tecate and Tecate Light at Heineken USA, uses mostly CTV advertising. The executive shares her views about the “Bring your All” advertising campaign started earlier this month as Tecate Alta is entering two new markets.

How Pepsi, Perfetti Van Melle, and Merama Use Content Marketing for E-Commerce

At a recent Portada Live knowledge-sharing event for brand marketers Erin Siegel, Senior Director, Public Relations & Executive Communications Century 21, asked other participants about the role Content Marketing for E-Commerce plays in their strategies. Specifically, what role does content marketing play in the online marketplace space and how do they leverage it to differentiate their brands?

Dish Latino Center of Excellence

Inside Dish’s Latino Center of Excellence: Why it is Different

While Centers of Multicultural Marketing Excellence certainly fulfill their function as specialized units for best practices and research, they are also sometimes mocked by insiders as consulting units that do not have decision-making power. This is not the case of Dish’s Hispanic Center of Excellence, Alfredo Rodriguez, Vice President, Latino Center of Excellence at DISH Network tells Portada. “DishLATINO is a brand and a product. A P&L focused mindset drives all acquisition, retention, programming & product initiatives.”, he asserts.

Plant Marketing

How Costa Farms is Stepping on the Marketing Gas Pedal

Costa Farms, the largest producer of ornamental plants in the U.S., is moving its marketing up a gear (or two) in 2022. Portada talked to Mari Carrasquillo, Senior Director Brand & Channel Marketing at Costa Farms to understand how the largest ornamental plant grower in the world is working on new marketing initiatives. 

Sedano’s Javier Herran:”Nuestra Sazón Acts as an Extension of Sedano’s Marketing Strategy.”

Sedano’s Supermarket, the fourth-largest Hispanic retailer in the U.S., recently introduced Nuestra Sazón magazine, the first step in its retail media network launch. The custom publication comes in digital and print versions and is aimed at celebrating Latin cuisine and culture. Portada interviewed Javier Herrán, Chief Marketing Officer, Sedano’s. to learn more about Nuestra Sazón and other projects related to Sedano’s retail marketing strategy.