This is the third Latin American acquisition this year after the Japanese giant acquired M8 and White Label in April. Global Mind will triple the headcount of iProspect and strengthen Dentsu Aegis’ pan-regional reach.
– More from portada
4 Truths and One Lie About Multicultural Marketing According to Mel Rodriguez & Co, Starcom, Walton Isaacson…
We talked to Melissa Rodriguez, Dana Bonkowski, Albert Thompson, and Teylez Perez about the future of brands in an increasingly multicultural world. Reports estimate that by 2065 Hispanics will account for one-quarter of U.S. population. Brands should be aware of this opportunity and find appropriate communication strategies.
IRI (Information Resources Inc.) has published the results of a new report revealing the most successful new product launches for Hispanics, as well as the top new natural brands for Hispanic shoppers. The Hispanic community is the fastest-growing ethnic group in the nation and spends more than US $94.7 billion on CPG products annually.
In view of the accelerated pace at which the industry is evolving, it is crucial to identify what the future has in store in order to have the necessary tools ready to face it. We touched base with members of Portada’s Council System in order to find out what their views are regarding the future of marketing.
FIFA has reviewed (markedly different) bids from Morocco and North America for the 2026 World Cup. Initial signs point towards the United 2026 bid, and as that gains traction, marketers can plan for increased interest here.
In what some are calling the fourth industrial revolution, new technologies like AI and VR are expected to dominate the marketing space. Marketers like Bravo and Fernandez agree that companies need to evolve to survive. We talked to Nestlé’s Margie Bravo and NFL’s Marissa Fernandez about what’s next in marketing and how to prepare for what the future brings.
The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.
With the tremendous growth of economy segment hotels and low-cost air carriers, hotel and travel companies as well as the airlines, have begun to take notice and adapt to this expanding segment of travelers. To ensure that their brands stand out and become the best choice for these travelers, players in the travel industry are delving deeper into loyalty, personalization and brand preference in the economy travel segment.
Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”
Jill Leccia, Gatorade Sr. Director of PepsiCo Latin America Beverages, talked to Portada about the process of creating a global marketing campaign that’s also aware of consumer’s individual needs. Today it is more important than ever for brands to connect with consumers at a personal level while keeping local idiosyncrasies in mind but within a global context.
Portada and CNN en español joined forces at the first Thought Leadership Breakfast for the Multicultural Markets in New York. We asked Cynthia Hudson, SVP and General Manager of CNN en Español and Hispanic Strategy for CNN/U.S., about CNN en español’s goals for this year, and how their recent agreement with Nielsen will help achieve those goals. CNN en Español, the sole 24-hour Spanish-language news network in the U.S., will have access to Nielsen’s Hispanic demographic data, which will help CNN reach Hispanic audiences more effectively.
We talked to Valentín Bueno, CEO at Latcom, about why out-of-home advertising is growing more than any other advertising media. Out-of-home advertising has always been important, but technological advancement creates more and better opportunities for engaging consumers, which means the industry needs to adapt just as other advertising media.
Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”
Tampico has updated its branding for the first time in about 25 years. A new, refreshed image will help Tampico reach its consecrated consumers, as well as the new generations.
JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing
The term ‘Shopper Marketing’ has been around for some time, but there’s still not as much attention focused on “shoppers” as there is on “consumers”, which could mean a missed growth opportunity. We talked about Shopper Marketing to JC Penney’s Ana Lucía Soto, MillerCoors’ Turiya Luzadder, Wilson’s Ángel Carmona, and Oath’s Maya Abinakad and Denise Brien.
OnBrand & Bynder State of Branding Report: 90% of Marketers Struggle to Find the Right Tech for a Seamless Customer Experience
As consumers’ expectations rise, brands struggle to provide a seamless experience that aligns with their needs across all new channels. OnBrand and Bynder have published the results of their latest branding report, which gathers answers from 504 marketers on branding trends and challenges for this year.
Key Brand Attributes for Successful Multicultural Marketing According to GroupM, Intuit, NFL and Rent-A-Center
As ethnic minorities become majorities in the U.S., companies will need to do multicultural marketing if they wish to survive. We talked to Rent-A-Center’s Maria Albrecht, NFL’s Marissa Fernandez, Group M’s LaToya Christian, and Intuit’s John Sandoval about key brand attributes for successful multicultural marketing.
We talked to John Alvarado, VP, brand marketing at Constellation Brands, about the launch of the new Corona Premier. It’s the first time in 29 years that Corona distributors in the U.S. have found an opportunity to introduce a new product to the market, and they are very confident it will be well received by consumers.
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.
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.
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.
Tú Cuentas, the platform dedicated to US Hispanics’ opinions on products and services, has revealed the results of their latest study. We at Portada talked to Olga Bueno, founder and CEO, about the key findings.