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POLITICAL MARKETING: Mike Madrid: “The Hispanic Vote is Going to Have Great Impact in Picking Up or Retaining Legislative Seats “

As the 2016 Political Campaigns goes into full gear Portada interviewed Mike Madrid, Principal at GrassrootsLab and a nationally recognized expert on Latino voting trends. Madrid tells us that the immigration issue is overemphasized as a key theme for Hispanics; Education and Economical issues are much more important. 3 Do’s and Don’ts in Hispanic Political Marketing.

If Tribune Publishing Buys Freedom’s Assets, What Will this Mean for Hispanic Media?

Industry observers asked by Portada note that it is only a matter of time until the Los Angeles Times, owned by Tribune Publishing, buys financially troubled Freedom Communications or, at least, its most coveted asset the Orange County Register. Why is Tribune Publishing interested in Freedom’s assets and what would a consolidation mean particularly to Hispanic media?. 4 key questions we look at.

6 Things You Need to Know About Best Western’s Approach to Marketing

Travel Marketing is one of the categories that are changing at the most rapid pace. As Dorothy Dowling, SVP of Marketing and Sales for Best Western International, puts it” you have to be able to pivot very quickly.”.The 30-year hotel industry veteran directs all of Best Western’s marketing and sales. We talked with Dowling about the latest (digital) marketing trends and about Best Western’s forays into the U.S. Hispanic market. 6 things you need to know.

Movie Marketing to Hispanics: Why the Glass is Still Half Empty

While Hispanic moviegoers typically amount to 22% of movie opening weekend sales, Hispanic targeted media budgets only amount to between 10% and 15% of the overall media buy of the big studios. If Hispanic moviegoers make or break many Hollywood premieres, why are movie studio executives not understanding the Hispanic opportunity and investing in it? This was a key question panelists at Portada’s Multicultural Influencer Forum at Digital Hollywood tried to answer.

#PORTADADH: Tomorrow Wednesday with Wells Fargo, Taco Bell, Starcom MediaVest, Horizon, Soda Creative and Lopez Negrete!

Hello Friends in Los Angeles and Cali! We are looking forward to see you tomorow Wednesday October 21 at our Portada’s Multicultural Influencer Forum at Digital Hollywood in the Ritz Carlton, Marina del Rey. We are excited about the fact that key executives from Sony Music, Wells Fargo, Taco Bell, FAV Networks, Starcom MediaVest, Horizon Media and Acento Advertising will be part of the speaker roster.

MARKETER INTERVIEW: Volaris’ Ricardo Rivera on How Digital Marketing Should Be Reflected in a Company’s Organization

Volaris, the low-cost Mexican airline that has an important presence in the U.S. Hispanic market, is one of the pioneers in Mexican online marketing. Ricardo Rivera, Head of Marketing, Volaris (watch Video in Spanish), spoke to Portada about what he has learned in digital marketing and social marketing so far and what he recommends companies to do to keep up with the latest trends.

LINKAGE: Media Companies Shop: Gannett buys Journal Media, Casiano, Thrillist, the Meredith/Media General Saga…

Some major news and noteworthy tidbits from the marketing and media world. Lots of news on the M&A front this week.

Marketer Interview: General Mills’ Monica Granados – ” Less than 25% of Our Traffic Comes Through the English Site”

General Mills just announced the re-launch of its new and improved digital platform, QueRicaVida.com. Monica Granados, assistant interactive marketing manager who oversees all Que Rica Vida digital content, spoke to Portada about the new initiative.

And the Hispanic Advertising & Media Awards Winners are ….

The Award Winners in 9 different categories were announced at #Portada15. Check out the Winners!

Hershey’s Yussef Kuri – “To Reach Millennials Succesfully it’s Crucial to Let Go of Paradigms and be Open to Learn and Experiment.”

Yussef Kuri, New Emerging Consumers, Marketing Manager at The Hershey Co. is going to be one of the many major brand marketers speaking at #Portada15 next week. According to Kuri, to engage the tech-savvy multicultural Millennial it is critical that marketers are open and willing to learn. We conducted an interview with Kuri.

Nestlé USA’s Priscila Stanton: ” For La Lechera and NIDO our Target is the Hispanic Mom”

Priscilla Stanton, Senior Marketing Manager, International Brands at Nestlé USA, was a key player in the just announced partnership between Nestle and BabyCenter. Stanton is going to be a speaker at a is going to be a speaker at a panel on the all-important Latina Millennial at our upcoming #Portada15 Conference. We conducted an interview with Stanton ahead of our annual event.

MillerCoors’ Gustavo Aguirre: “More than 50% of Our Marketing Budget is Sports Related”

Gustavo Aguirre, Associate Brand Manager at Coors Light, will be one of the major brand marketers speaking at our upcoming #Portada15 Conference in New York City on Sept. 16 (Sports Marketing Forum: Check out the agenda!) and 17 (9th Annual Conference: Check out the agenda). We interviewed Aguirre, who among other interesting things tells us that more than 50% of Coors Light marketing budget efforts are sports related.

#Portada15: Hispanic Advertising and Media Award Finalists are In!

The Award Finalists in 8 different categories are in! Thousands of votes were cast by Portada’s Audience. Check out the 3 finalists per category. Now Portada’s Editorial Team of top Brand Marketers will cast the final deciding vote. Winners to be announced during the Award Ceremony at #Portada15 in New York City on Sept. 17.

Wilma Jordan: “Entrepreneurs Need to be Tech-savvy and Focus on Content and Engagement.”

The Jordan Edmiston group is one of the main media and advertising technology investment banks. As such the New York based group, led by its Founder & CEO Wilma Jordan, gets many insights into trends and growth opportunities. We interviewed Jordan about the latest transactions she has worked on and about her evaluation of the M&A scene.

Epson to Target the U.S. Hispanic Consumer

Epson, the Japanese electronics company and one of the world’s largest manufacturers of computer printers, is launching the new EcoTank printer and cartridges line in the U.S. The company is also working on a marketing development plan to specifically reach and engage the U.S. Hispanic consumer, Agustin Chacon, VP Marketing Americas, tells Portada.

#Portada15 Awards: Xavier Turpin, Fabian Castro, Trisha Ranes, Javier Delgado or Julian King: Who do you vote for?

Awards in 8 different categories are up for grabs. Vote now! One of the most coveted categories is the Top Marketer to Hispanic Audiences, with major nominees such as Xavier Turpin, Multicultural Marketing Director Dunkin’ Brands, Julian King, SVP Marketing & Corporate Development, Xoom, Javier Delgado, Marketing Director, Walmart, Alejandro Juarez, Director of Communications and Education – UnitedHealthcare Latino Health Solutions, Trisha Ranes, Sr Marketing Manager, H&R Block and Fabian Castro all running! Check out the nominees and then vote!

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.

Research: Digital Advertising “Steals” US $2 Billion from Traditional Media Channels

Digital ad spending increased by 16% in the U.S., up US$3 billion, with about US$1 billion in “organic” growth from October 2014 through June 2015 (compared to the October 2013-June 2014 period). According to the report by Standard Media Index, US$1.1 billion of national TV ad dollars, in addition to US$400 million in local TV and syndication spending; US $350 million of print ad dollars and US$150 million of radio spending, flowed to the digital bucket from October 2014 to June 2015.

Julian King on PayPal Buying Xoom: “We Plan to Innovate and Bring Improvements to our Products Faster”

Online payments service PayPal recently acquired money transfer company Xoom, for US $890 million. Portada talked with Julian King, Sr. VP Marketing & Corporate Development at Xoom, about the acquisition and its implications for Xoom’s substantial Hispanic customer base and Hispanic marketing.

Univision Jumps on Online Fantasy Sports with Soccer Fantasy League based on Liga MX

Univision Deportes, the sports division of Univision Communications Inc., announced the launch of soccer fantasy gaming, based on Liga MX. Fantasy players will be able to choose their favorite soccer athletes to be part of their fantasy team, create leagues with friends and compete in the overall ranking. That Univision, is entering the Online Fantasy Sports Sector reflects the potential of this sector. Just last week Online Fantasy Sports Operator FanDuel got US $275 Million in funding from investors including KKR and Time Warner.

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