Latin America

Plata Card Marketing and the financial transformation in Mexico

How Plata Card Is Redefining Access to Financial Services in Mexico

Plata Card, a company that offers credit cards, cashback, and BNPL services with a focus on high-quality service for Mexico’s underserved population, seeks to redefine the financial experience of the Mexican consumer. Marketing and Communications Director Andrea Vidales explains how the company bets on growth through technology, inclusion and personalized customer service.

Mexican Soccer Sponsors

BBVA’s Alejandro Mayer: Meet a Leading Figure Behind Mexican Soccer Sponsorships

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

In-Housing Advertising: HP’s Karolina Tuszewicka Provides the Dos and Don’ts

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, the Head of Media for LATAM at HP Inc, was involved in the in-housing process for HP NA and is currently establishing a full-scale in-house agency for HP LATAM. Note: Tuszewicka was recently named Head of Media North America & Latam. (Updated January 30, 2025).