Panregional Marketing

Publisher Profile: How Grupo Cerca Caters to Central America and Beyond…

San Jose, Costa Rica based, Grupo Cerca has had a somewhat pioneering development. It can be said that the company founded 11 years ago by Argentinean entrepreneurs Marcelo Burman and Damian Szafirsztein, introduced modern magazine publishing on a regional level into Central America. We talked to Damián Szafirsztein, VP Grupo Cerca, about recent developments Grupo Cerca.


A Look into Claro’s and Latin Grammy’s Panregional Partnership

The Latin Recording Academy, (LARA) the producer and owner of the Latin Grammy Award brand, recently struck a partnership with Latin American Telco Claro Americas, which is part of America Movil and present in most Latin American countries. The partnership reflects how major brands are increasingly interested in experiential (events) and social media marketing.


SABMiller to Expand Beer Product Offerings in Latin America

What: Brewing and beverage company SABMillerris expanding its beer category in Latin America to increase growth through the expansion and strengthening of brand portfolios. SABMiller’s strategy for unlocking this growth is making beer the drink of choice on more occasions, for a wider group of consumers and with innovation playing an important role. Why it matters: […]


Copa America Ad Sales according to ESPN, Facebook and Futbol Sites

Copa America, taking place in Chile right now with the participation of soccer giants Brazil, Argentina, Uruguay and Mexico is the main international soccer event being played in the Americas this year. We asked several executives at mostly panregional media properties how they have been selling advertising into Copa America.


Wilson Calil: “A Marketer has to be a Leader, at the Forefront of Tech and Always Listen to the Consumer.”

Wilson Calil, ‎Regional Marketing Manager Latin America & Caribbean at Electrolux Home Products, is the winner of the coveted “Top Marketer to Latin American Audiences” Award, which was announced at Portada’s recent #PortadaLat events in Miami. We interviewed Calil on the main features of an excellent marketer as well as on Electrolux Home Products Latin American marketing organization,strategy, media mix and more…


#PortadaLat Awards: the Top Content Marketing Campaign finalists are…

Take a look at  the Top Content Marketing Campaign finalists. The Award Winner will be announced at the Award Ceremony during #Portadalat in Miami on June 3-4. Havas Media International/ Carolina Herrera “Un Viaje por los Sentidos” Havas in partnership with Discovery, created a program that took consumers on a journey through the senses, to find out what […]


Research: Latin Americans Have Significantly Higher Brand Attachment, Havas Study Reveals

Havas’ Meaningful Brands 2015 study reveals  that brands do matter in LatAm, as the disconnection to brands is lower  than globally, which means the connection with brands is healthier than in other regions. Latin America outperforms global results by 7 percentage points in “brand attachment”. In LatAm 47% of the people would care if the brands analysed disappeared, […]


#Portadalat Speaker : Genomma Lab’s Ruben Leo Sarmiento on the Strategy of one of LatAm’s largest Advertisers

In our first Interview with a Speaker of our upcoming #Portadalat (the Latin American Advertising and Media Summit and Online Video Forum in Miami on June 3-4), we talk to Ruben Leo Sarmiento, Marketing Director of Genomma Lab, an OTC (Over-the-Counter) and Personal Care maker that leads the advertiser rankings in many Latin American countries. Sarmiento, who is based in Mexico City, shared his ideas on Latin American TV Advertising, the Panregional vs. Local Marketing approach, Product Category Expansion and more…


Brazil and Mexico are among the top 5 Global Branded Entertainment Markets

Powered by the fifth straight year of accelerated growth in product placement investments and strong expansion in consumer events in emerging markets, global branded entertainment revenues posted faster year-on-year growth in 2014 as paid placements in television, film and digital media combined with consumer event marketing and sponsorships to post a 6.3% increase to a record US$73.27 billion, according to the PQ Media Global Branded Entertainment Marketing Forecast 2015-19.


Is Miami still the Capital of Latin American Marketing and Media? 8 Things You Need to Know

Miami is frequently nicknamed as the “capital of Latin America”. The South Floridian Metropolis, has been a major center of the Latin American Advertising and Media markets over the last decades. Major Latin American agency, marketing and media decisions were and are taken out of South Florida. But, wait a moment, is this still the case? Haven’t there been structural changes in the last few years that threaten Miami’s place as the capital of Latin American Marketing and Media? 8 key questions and their answers.


MORE FROM PORTADA

ONLINE VIDEO ROUNDUP: Click-Through Rates Down, Programmatic Ad Spend and Revenues Up

ONLINE VIDEO ROUNDUP: Click-Through Rates Down, Programmatic Ad Spend and Revenues Up

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.


BRAND MARKETING ROUNDUP: Google, Microsoft Most Authentic Brands, Consumers Make Purchasing Decisions in 10 Seconds

BRAND MARKETING ROUNDUP: Google, Microsoft Most Authentic Brands, Consumers Make Purchasing Decisions in 10 Seconds

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.


Three Golden Rules for Soccer Influencer Marketing

Three Golden Rules for Soccer Influencer Marketing

Influencers have become a major force in sports and soccer marketing. Mexico's Chicharito is just one example. Leading executives from Nike, H K Strategies and Fluvip provide Portada insights on how to make the best use of the soccer influencer market.