Sounding-Off

Sounding Off: Julie Diaz-Asper “Hispanic Mobile Marketing: what messages and strategies work”

Julie Diaz-Asper is Founding Partner & CEO at Social Lens Research. Multicultural marketers have started shifting their ad dollars to mobile marketing.  Given that Hispanics are 10% more likely to own smartphones, spend 1.5 hours more time watching online video and are 11% more likely to access the Internet on mobile, it’s important that Hispanic marketers get mobile […]


Sounding Off: T. Rodrigues: “You know content is the king, but…”

Tanya Rodrigues, Marketing & Business Development at 5th business. You’ve realized that content marketing doesn’t figure as prominently as it should in your marketing program. You know “content is king” (and if you didn’t, Googling “content marketing” will find you ten different articles that tell you so). What you don`t know is where to start when […]


Sounding Off: Mike Caprio “Jump Starting Innovation”

Mike Caprio is the VP of Latin America and GM of Global Trading for Sizmek. Below I’ve identified a few areas where you can quickly elevate your digital competency. These are just a few examples of ways your agency or brand come become more sophisticated, and you can use this as leverage to grow your digital business. […]


Sounding Off: Scott Rasmussen – “Advertising agencies offer 30 million Spanish-speakers una magra pitanza”

American ad shops have never produced more copy in Spanish, and too much of it is impaired. Even the Hispanic agencies produce Spanish copy that is misspelled and ungrammatical. When the copy is grammatical and spelled correctly, it often contains pidgin vocabulary: oficinas corporativas for domicilio social, contraparte for homólogo. Yes, Spanglish stalks advertising’s virtual enclosure, as the ghastly phrases ciertas restricciones aplican and oferta por tiempo limitado propagate remorselessly.


Sounding Off:Daisy Expósito-Ulla: “The U.S. Multicultural Market: The Pluricultural Nation”

Daisy Expósito-Ulla, is Chairman and CEO of d expósito & Partners: “We all know that the United States is experiencing an unparalleled demographic shift, a shift of major proportions that affects everything — from media consumption and how we consume it, from food and beverage choices to beauty and health, from fashion and living trends to our ways of communicating with each other, both here and globally…”


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Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

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.