We talked to brilliant members of Portada’s Council System to find out where they think the industry of marketing is heading in the immediate future. In view of the accelerated pace at which the industry is evolving, companies need to get ready for what is coming in marketing.
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Circus, M8, Adsmovil, Wunderman, Vale Network, Publicis Media, Discuss Accenture’s Move into Programmatic Buying
Last week, Accenture Interactive launched a programmatic services unit that will handle media planning, buying, and management. We talked to agency executives in the U.S. and Latin America to find out their perspective. Interviewees: Juan Pablo Jurado, Bruno Lambertini, Alberto Pardo, Ana Ramos, John Santiago, and Vilma Vale-Brennan.
AT&T obtained approval from the Department of Justice to acquire Time Warner for US $85 million after a six-week trial. This was the first time in four decades that the government directly intervened in a vertical merger, gaining the attention of corporations who feared a change in the course of the history of the media industry.
With the FIFA World Cup 2018 about to start, Portada touched base with members of the Agency Star Committee to find out how to make the best of the media opportunity. Interviewees: UM’s David Queamante, Horizon’s Karina Dobarro, and Canvas Worldwide’s Cynthia Dickson. Russia 2018 is not just a sports competition; for brands and agencies worldwide, every soccer match is an opportunity to target audiences through an important passion point.
Comcast this week announced a bilingual video experience integrating Fox and Telemundo World Cup coverage. This will be a great test for soccer fans who may have had to turn down the volume and follow their favorite brands when the language, especially Spanish, did not fit the household.
We talked to Tyler McBride, engagement and events marketing manager at Toyota Motor North America, about why Toyota chose to sponsor Club America, and what the automotive company’s main expectations are.
Energy BBDO has published the results of a study conducted to find out the true impact of the new government administration in Hispanics’ shopping and spending habits. The truth couldn’t be farther from the rumors that started after the new administration: Hispanics are shopping and spending more than ever, and will likely continue to do so.
Entravision has announced several promotional initiatives tied into its FIFA World Cup Spanish-language radio coverage. Connecting with U.S. fans supporting their native Latin American nations is particularly critical with the absence of Team USA at World Cup, beginning in two weeks.
NewBase has published “The Evolving Marketer”, an online global survey among 120 CMOs in over 20 markets. In order to help companies stay on top of the game, today’s CMOs must evolve with the changing expectations of the customers and manage from branding to promotions, content creation to distribution, and data analytics to overall marketing strategies, while keeping customer satisfaction in mind at all times.
For the third time this year, Portada and CNN en Español partnered up for the last thought leadership breakfast for multicultural markets. This edition’s brilliant panelists included Cynthia Dickson, Associate Director, Multicultural Strategy at Canvas, Elizabeth Barrutia, CEO & Founder of Baru Advertisement, and Teylez Perez, VP, Marketing & Advertising at Pantaya, Lionsgate.
GWI Commerce has presented GlobalWebIndex’s latest analysis of e-commerce behavior and engagement levels. This survey will help marketers understand the evolving dynamics of how people of all ages choose and purchase products online.
Teams are finding ways to engage more authentically with their Latino fan bases. This growing demographic is critical to franchises and brands, and the more ingrained they are in the community, the more effective their marketing can be.
Last Thursday at Portada Los Angeles, select speakers got together to discuss how all marketing is now multicultural marketing. Panels included varied topics ranging from taxes to Hollywood, attendees got a glimpse of what’s next for the Latino market.
Telemundo may have benefited from the U.S. not qualifying for FIFA World Cup, reportedly selling 90% of its inventory to date. At least some of those sales are from companies that might have gone with Fox Sports’ English-language broadcasts.
The Los Angeles Dodgers and San Diego Padres will play three games in the “MLB Mexico Series” this weekend in Monterrey. Much like the Puerto Rico Series in April, the Mexico games represent an embracing of the Latino influence on baseball and a signal to marketers that the sport is thriving across Latin America.
Dallas is a thriving soccer market, with a strong base of Spanish-speaking and bilingual fans. FC Dallas VP Gina Miller discussed some of the club’s strategies. As a team that plays in Dallas/Fort Worth, engaging the Latino and Spanish-speaking fan base is a daily focus for Miller and her team.
Conviva has released its quarterly measurement report on the state of OTT and the streaming video market. Compared to this time last year, the audience for online video streaming has grown enormously.
With multicultural consumers representing an increasingly important percentage of the U.S. population, media buyers and vendors need to be very aware of where ad dollars should go, as well as really understand the process of media buying according to what’s happening in the marketplace. Pannelists at the CNN breakfast included Isabella Sánchez, VP, media integration at Zubi Advertising; Ana L. Soto, National Media Manager at JCPenney; David Mesas, VP, Business Development at Geoscape; and Jessica Román, VP, Media Director at Publicis Media.
The Miami Heat’s manager of corporate partnership sales, Anthony Perez, talked to Portada about the NBA culture in the area. The Heat have a tremendous reach into Hispanic homes in South Florida, making partners’ efforts to gain market share there fruitful.
Former Golden State Warriors president and current Miami Marlins president of business operations Chip Bowers discussed the team’s challenges with Scout Sports managing partner Michael Neuman at Portada Miami last week. The Marlins are facing a huge rebuild, and have decided to look outside of baseball for a blueprint.