Brand Marketing

Barilla’s Melissa Tendick on the Brand’s Latin Marketing Strategy

Pasta maker Barilla’s strategy has an important Latin marketing component, both multicultural in the U.S. as well as in Latin America, as the recent partnership of Barilla with television personality and restaurateur Ingrid Hoffman shows. We talked to Melissa Tendick, VP of Marketing at Barilla Group about the company’s marketing and media strategy. Barilla’s marketing […]


6 Things You Need to Know About Best Western’s Approach to Marketing

Travel Marketing is one of the categories that are changing at the most rapid pace. As Dorothy Dowling, SVP of Marketing and Sales for Best Western International, puts it” you have to be able to pivot very quickly.”.The 30-year hotel industry veteran directs all of Best Western’s marketing and sales. We talked with Dowling about the latest (digital) marketing trends and about Best Western’s forays into the U.S. Hispanic market. 6 things you need to know.


MARKETER INTERVIEW: Volaris’ Ricardo Rivera on How Digital Marketing Should Be Reflected in a Company’s Organization

Volaris, the low-cost Mexican airline that has an important presence in the U.S. Hispanic market, is one of the pioneers in Mexican online marketing. Ricardo Rivera, Head of Marketing, Volaris (watch Video in Spanish), spoke to Portada about what he has learned in digital marketing and social marketing so far and what he recommends companies to do to keep up with the latest trends.


Hershey’s Yussef Kuri – “To Reach Millennials Succesfully it’s Crucial to Let Go of Paradigms and be Open to Learn and Experiment.”

Yussef Kuri, New Emerging Consumers, Marketing Manager at The Hershey Co. is going to be one of the many major brand marketers speaking at  #Portada15  next week.  According to Kuri, to engage the tech-savvy multicultural Millennial it is critical that marketers are open and willing to learn. We conducted an interview with Kuri.


How Unilever’s Dove Uses Paid Media and Content Marketing to Empower Curly Women

Unilever recently released the #LoveYourCurls hashtag and campaign to promote its new Dove Hair Quench Absolute product. The campaign includes a wide array of marketing tools including Traditional media (TV, Print, Digital) as well as Unilever owned properties and a wide array of social media vehicles and influencers. We interviewed Jennifer Healy, Brand Building Director at Unilever Hair Care in order to discuss the details of the Campaign.


Enterprise Rent-a-Car’s Lee Broughton on his first Hispanic Campaign

St. Louis, MO, headquartered rental car company Enterprise Rent-a-Car just announced “Vamos Por Ti” (We’ll Come For You) – its first-ever fully-dedicated Hispanic marketing campaign. The campaign focuses on Enterprise’s offer to pick up local neighborhood car rental customers at no extra cost. Portada interviewed Lee Broughton, assistant vice president, Enterprise Brand Marketing, North America, in order to understand the campaign.


How General Mills doubles down on Hispanic Online Video: 6 things to know

Hispanic Online Video Consumption is huge and getting even larger. The executives behind General Mills Hispanic Que Rica Vida (QRV) digital property  know it. “Consumers today are spending 40% of their digital time on YouTube. As a digital platform that prides itself on consumer-intimacy, it was a clear next step for QRV to invest more heavily on YouTube”, Natalia Ortega, Media site planner of General Mills tells Portada.


T-CAAN and SJN join forces to give clients localized expertise

What:The Trans-Canada Advertising Agency Network (T-CAAN) and the San Jose Network (SJN) have announced a hemispheric alliance that will share resources and expertise through the cooperative operations of both networks. Why it matters: The global alliance of T-CAAN and SJN will allow member agencies and their respective clients in Canada, US, and Latin America to meet […]


Mariela Ure on Wells Fargo’s Financial Literacy Campaign

Wells Fargo recently partnered with Telemundo for the 360 “Conversemos de tus Finanzas” Campaign. Mariela Ure, SVP Hispanic segment strategy lead for Enterprise Marketing, talked to Portada about the effort as well as about other Wells Fargo initiatives in the sports marketing realm.


Target’s Nydia Sahagun: “Successful marketers are thought leaders who stay abreast of trends and respond quickly.”

Nydia Sahagun, Group Manager Brand Marketing – Multicultural at Target, is one of the major winners of our recent #Portada14 Annual Conference. Nominated by and voted for by her peers of thousands of professionals in the Marketing and Media sector, Sahagun won the prestigious Award of “Top Marketer to Hispanic Audiences”. We asked Sahagun on what it takes to be a good marketer particularly as it relates to the multicultural and retail marketing space.


General Mills’ Sebastian Flores: “Once Hispanic consumers know the Box Tops Education Program exists, their willingness to participate is outstanding.”

Sebastian Flores is Marketing Communications Planning Associate at General Mills. As such he takes decisions for Multicultural Marketing and in particular for General Mills’ Box Tops For Education program, one of the nation’s largest school earnings loyalty programs that has been helping schools succeed since 1996. Portada interviewed Flores on the way the program is executed, particularly when it targets the Hispanic demographic.


MORE FROM PORTADA

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.


Loyalty, Brand Preference and the Economy Segment Traveler  

Loyalty, Brand Preference and the Economy Segment Traveler  

With the tremendous growth of economy segment hotels and low-cost air carriers, hotel and travel companies as well as the airlines, have begun to take notice and adapt to this expanding segment of travelers. To ensure that their brands stand out and become the best choice for these travelers, players in the travel industry are delving deeper into loyalty, personalization and brand preference in the economy travel segment.


Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Jill Leccia, Gatorade Sr. Director of PepsiCo Latin America Beverages, talked to Portada about the process of creating a global marketing campaign that's also aware of consumer's individual needs. Today it is more important than ever for brands to connect with consumers at a personal level while keeping local idiosyncrasies in mind but within a global context.