Brand Marketing

How Target incorporates Multicultural Insights into major Marketing Campaigns

Haworth Marketing + Media is a Minneapolis headquartered and employee owned media buying and planning agency. Its clients include retail giant Target. How is multicultural marketing being taken into account by Target and Haworth’s other clients? That’s where DaisyTerrazas-Cole, Multicultural Marketing Strategist at Haworth comes in. Portada talked with Terrazas-Cole, a former Clinton Foundation and Univision employee.

Chrysler CMO François: “The top truck markets in the U.S. have large multicultural populations”

Car manufacturers have come back strongly as major marketers over the last few years. They have also been increasingly focusing on the Hispanic consumer (e.g. see Chevy’s Silverado). This is definitely also the case of Chrysler according to its CMO Olivier François. François, born in Paris (France) is also the CMO of Chrysler owned Fiat S.p.A. Portada  interviewed François, a speaker at  AHAA’s upcoming Annual Conference.

RadioShack’s Figueroa: “Our campaign is ment to inspire consumers to think big about technology.”

RadioShack just announced its new positioning under the “Do It Together” line. After being part of the American retail landscape for more than 90 years, the iconic brand is struggling to survive due to dramatic changes in consumer electronics retailing. Portada interviewed  Javier Figueroa, Director of Integrated Marketing at RadioShack, to ask him how he plans to reverse this trend. gets first round of funding by Mexican VC funds

Soccerly, a digital platform for U.S soccer fans interested in the global soccer scene, has raised its Series “A” round of funding by institutional investors. The amount of the funding has not been disclosed. Lead investors are Mexican funds Gerbera Capital and Mexico Ventures I (both funds are also investors in leading recipes site

US Holiday Desktop E-Commerce Spending to reach US $48.1 Billion

According to Comscore, for the holiday season-to-date, $18.9 billion has been spent online using desktop computers, Inceasing by 14% over last year’s result .Tuesday, November 19 has been the heaviest online spending day of the season to date at $963 million. Two other shopping days – Thursday, November 14 and Sunday, November 24 – have also seen at least $900 million in online retail spending.

ANA Day 2 Wrap-Up: “Former Multicultural Managers are now leading Brands”

The ANA Multicultural Conference concluded yesterday in the JW Marriott Live hotel in Los Angeles. Perhaps the most characteristic statement about multicultural marketing was when Lauventria Robinson, VP Multicultural Marketing at Coca Cola said that “multicultural is in the fabric of Coca-Cola, former Multicultural Managers are now leading entire brands”. Multicultural marketing now needs to […]

Research: Why Is Google Not Loved by Hispanics?

We recently published research by Vision Critical according to which Google is the top brand among the general population, but does not even make the list with the Hispanic audience. We talked to Ryan Barker, EVP Marketing and Analytics at Vision Critical, about the study’s insights.


Salesforce Research: Customer Experience Reshaping Marketers’ Mindsets

Salesforce Research: Customer Experience Reshaping Marketers’ Mindsets

Salesforce revealed its Fourth Annual State of Marketing Report, which gathers 3,500 responses from full-time marketing leaders around the world. The study's results show companies mainly compete according to customer experience, causing a shift in organizations' priorities and raising the bar for efficiency in terms of technology use.

4 Things We Learned From Expert App Marketers Like Rosetta Stone

4 Things We Learned From Expert App Marketers Like Rosetta Stone

Nowadays, apps are a big business opportunity. Marketers and data specialists need to work together to make the most of it. We talked to experts in app marketing to find out the ways in which the proliferation of apps has changed the marketing landscape in the last years.

4 Ways Airlines Can Learn from Major Retail Brands

4 Ways Airlines Can Learn from Major Retail Brands

The Airline and Retail Industries have to reinvent themselves to be profitable. Looking at how Amazon vs the Airlines build their Consumer / Brand relationships, we can see which efforts are more valuable.