What:Pregnancy and parenting web BabyCenter®, owned by Johnson&Johnson, has partnered with Nestlé NIDO, the early childhood powdered milk brand, to introduce the nutritional drink product to bicultural Hispanic moms in the United States. Why it matters: Priscila Stanton, Marketing Manager, Nestlé NIDO will be one of the key speakers at #Portada15 on Sept. 16 and 17 […]
Stephen Seabolt of Carnival’s Social Brand Fathom: “Many People Hunger for a Different Travel Experience.”
Cruise ship giant Carnival Cruise recently introduced a social impact travel brand called Fathom. Fathom will operate as a standalone brand, the 10th global brand in the Carnival Corporation.. Portada Stephen Seabolt, VP of Marketing at Fathom, about the launch of Fathom and the role of social impact travel and its marketing.
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.
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.
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.
There is no better way to start the year than to interview a major brand marketer like Sprint’s Hispanic Marketing Manager Kymber Umaña. Umaña focuses on marketing strategy for Sprint’s national and targeted Hispanic campaigns as well as Public Relations. Sprint recently announced that it selected Deutsch LA as its new Agency of Record.
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 […]
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.
Kellogg’s Shopper Marketing: “In 2015 we see more Mobile and Digital integrated into our Multicultural offerings.”
Shopper Marketing is a key component of the marketing strategy of any major CPG (Consumer Packaged Goods) company. Kellogg’s is the world’s leading producer of cereal and convenience foods. We interviewed Analia Benedetti, Senior Manager, Multicultural Marketing, Kellogg’s on her Multicultural Shopper Marketing Strategy.
Liberty Tax, Inc., parent company of Liberty Tax Service, has launched SiempreTax+, a national tax preparation brand focused on the Hispanic community. Carlos Perez SiempreTax+ COO .
Heineken’s Pattie Falch: “Soccer fans are 50% more likely to drink premium import beers vs. other sports fans.”
Pattie Falch, Director, Sponsorships & Events at Heineken USA recently signed a deal with MLS to make Heineken the new official beer of the MLS starting in 2015. Portada caught up with Falch to talk about the importance of soccer and sports in Heineken’s global marketing strategy.
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.
Marketer Interview: Dunkin’ Brands’ Xavier Turpin on Budgeting: “The challenge is to find the right investment balance”
It is budgeting season again! How much should be allocated to multicultural and is it a struggle or even releveant? Portada talked to Xavier Turpin, Director of Multicultural Marketing at Dunkin’ Brands Inc on these and other issues facing the multicultural marketing sector.
WellPoint’s Solomon Romano: “A marketer needs to understand the common values that unite most Hispanics”
#Portada14 speaker Solomon Romano, Multicultural Marketing Strategy Director at WellPoint, Inc will present a case study on “WellPoint’s Hispanic Health Initiative” next Thursday September 18 as part of the 8th Annual Hispanic Advertising and Media Conference. Portada interviewed him to learn about his views on Health Care Marketing and the impact of Obamacare on enrollment of Hispanic consumers.
#Portada14 speaker Lyris Leos’ diverse and fast-paced career has led to many successful traditional, digital, and emerging marketing and advertising strategies across general and multicultural consumers. Portada interviewed Leos who currently is Multicultural Marketing Director at JC Penney. Leos answers questions about her love for retail marketing, career advice and more…
Marketers are leveraging the 2014 Soccer World Cup in very different ways. Portada presents the first of a series of articles about how major brand marketers are leveraging the popularity of the event and adapting their campaigns. Today we are talking with Paul Edwards, U.S. VP of Chevrolet Marketing on how Chevrolet is adapting its global brand platform “Find New Roads” to the major soccer event.
Kimberly Clark’s Lizette Wiliams: “We are continuing to push the boundaries in Multicultural and Digital.”
Kimberley Clark just introduced a new marketing program, which according to Lizette Williams, Senior Brand Manager Huggies Multicultural Brand Strategy, at Kimberly-Clark, is the first time the CPG giant is doing a large-scale total marketing campaign that leads with multicultural (Hispanic) insights.
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.
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.