With a 21.8% market share, BBVA is Mexico’s largest bank ranked by assets. The financial institution invested US $157 million in LigaMX and related properties between 2013 and 2024. That is why Portada recently talked to Alejandro Mayer, Director of Marketing Capabilities at BBVA Mexico, a key executive behind the institution’s La LigaMx soccer sponsorships.
In-house advertising is becoming more frequent in Corporate America.  A recent study found that 82% of ANA members now have an in-house agency for some marketing services, compared to 78% in 2018 and 58% in 2013. However, media planning and buying still represents “the final frontier for in-house agencies,” according to the report. Karolina Tuszewicka, Head of Media, LATAM at HP Inc, has in-housed advertising for the IT company in the U.S. and Europe. Portada interviewed her to learn all about the dos and don’ts of in-housing advertising.
iion and The Tech Partners, a subsidiary of NUMATEC, partnered to redefine advertising and monetization in the Latam gaming industry.
At the launch of the “Jalas o te rajas” for Prime Video, Marie Leguizamo, Managing Director of Banijay Mexico & U.S. Hispanic, told Portada about her journey at Banijay and the do’s and do n’ts of reaching Hispanic audiences in the U.S. and Mexico. Among other things, she discusses integrating streaming and social media effectively.
From cost reduction to process optimization, content personalization, and improving SEO practices, we’ll tell you how some major companies use artificial intelligence in their marketing.
Creating a meaningful connection with consumers by aligning content with their preferences might appear to be a straightforward approach for engagement. However, it’s surprising how
Sustainable advertising is gaining momentum as Latin America embraces the urgency of sustainable practices, reshaping how brands communicate, engage, and impact the environment. In a
NUMATEC, the MarTech company which recently acquired HEX in the U.S. market, is also expanding in Brazil; its subsidiary, EKN Solutions, is entering the Brazilian market.
We just got confirmation from an additional major brand leader who will participate at our Portada Live event in CDMX and virtual on April 13: Enrique K. Cornish Stanton, CMO, BBVA México.
Martech and Adtech continue to be high-growth sectors. Entrepreneurs can substantially increase their companies’ values if they know how to navigate the ins and outs
In Latin America, online shoppers, who became first-time online buyers during the global pandemic, are expected to continue their online shopping habits despite the reopening
Portada and ComScore just published the 2022 edition of the Portada Insights Report “E-commerce marketing in Latin America: Data and Insights for Brand Marketers”. DOWNLOAD IT HERE (Free, registration required): https://www.portada-online.com/insights/portada-insights-report-el-marketing-de-comercio-eletronico-en-latinoamerica/.
Audible, Bazooka Candy Brands, Mastercard …and more brands targeting the Latin American consumer right now. Check our prior Sales Leads columns.
DR-ONE is DigitalReef’s recently introduced software platform that integrates mobile advertising, marketing, and app engagement tools for mobile operators, OEMs, and application developers. Portada talked to Maurizio Angelone, CEO of Digital Reef, who states that DR-One can provide marketers a reach as deep as Google or Facebook in some markets.
Felix Antelo CEO of Viva Air, tells Portada how the Colombian ultra-low-cost airline is expanding into new markets, including the United States. He provides interesting insights into how low-cost airlines are marketed in Latin America vs. the U.S. and more.
The two companies joined forces in 2019 and have been working in the US, where BrandTotal has been adopted by key GfK clients. Because of this outstanding performance, the partnership is now expanding to Mexico.
After the success of test cookieless campaigns in Mexico, similar strategies were rolled out across campaigns throughout South America, beginning with Chile and Argentina. Teads
Erick Scheel, President PepsiCo Latin American Beverages, has been added to the speaker list of Portada Live on Sept. 22, our exclusive knowledge-sharing and networking event for brand marketers.Â
Global technology company DigitalReef launched on June 17, establishing itself as a large scale, fully-integrated mobile marketing and advertising platform. Portada talked to Maurizio Angelone, CEO of DigitalReef, to understand the rationale for the launch and the opportunities ahead. Â
Cultural relevance is of prime importance for media to engage its target audience. Â El Nuevo Dia Puerto Rico is an example of a culturally relevant media property, particularly for the more than 5 million Puerto Ricans living in the U.S. mainland. Portada talked to several executives at El Nuevo Dia to understand how it serves as a bridge between the local community in Puerto Rican and the diaspora in the U.S.
Founded in 2003, Portada is the leading networking solutions platform for dynamic tech, marketing and media companies targeting consumers through cultural insights and passion points in the Americas.
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