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We Told You This Year’s Portada Miami
Was Going to Be Spectacular!
7 Key Takeaways on Data, Technology and Marketing that You Missed From #PortadaMIA

Marketing disruptors and innovators shared insights on the advance of marketing technology in Latin Markets at the twelfth annual edition of Portada Miami. Here are some of the takeaways that you missed.

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Portada Council System convenes at #PortadaMIA

Three units of the Portada Council System of brand marketers, the Americas Board, the Travel Marketing Board and the Brand Star Committee Latin America, met at Portada Miami on April 11 for peer-to-peer knowledge sharing and networking.

Click here to see all the meeting photos →
Brands Gather at Portada Miami as Perry Ellis, VISA, Rappi, Pepsico and Others Share Insights Into the Advance of MarTech in LATAM

The twelfth annual edition of #PortadaMIA focused on how technological innovation is reshaping the Latin America and US marketing space, and provided key takeaways on topics including ROPO, how data drives content, e-commerce, pan-regional marketing, and Miami’s growing importance as a marketing hub.

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WeWork, Meltwater, Latcom Reveal How They Use Data And Technology to Win Markets in Latin America

Meltwater’s Ana Hoyos, Latcom’s Valentin Bueno, and WeWork’s Ana Cristina Rivadeneyra discussed how they are using data and technology to build market share in Latin America at Portada Miami’s key insights panel: Marketing Tech in Latin America: The Opportunities Ahead.

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The Advance of MarTech in Latin Markets - #PortadaMIA

The twelfth annual edition of Portada Miami will focus on how technological innovation is reshaping the Latin American and U.S. marketing space. The top-notch agenda will particularly place strong emphasis on panregional marketing as well as e-commerce and direct to consumer trends and their implications for brand marketers.

Portada Miami will also be the meeting point for Portada’s Council System with the Portada Americas Board, the Travel Marketing Board and the Brand Star Committee Latin America holding their first 2019 in-person meetings during the event.

Portada Miami offers senior executives from tech, media and marketing firms the opportunity to interact with brand marketers through Portada’s one-on-one meetup offering.

SPEAKERS


Izzy Gonzalez
Director Cross Platform Sales, US
CNN en Español
@CNNEE

Marcos Baer
President
Portada
@MarcosBaer

Janet Grynberg
Lead Editorial Coordinator
Portada
@portada_online

Guillermo Arduino
CNN Anchor and Correspondent for Encuentro
CNN en Español
@arduinoCNN

Ana Crandell
Group Account Director
OMD Multicultural
@OMD_USA

Andrew W. Russo
VP Data Science
Starmark
@StarmarkIntl

Seth Holladay
VP of Digital Research & Analytics for CNN
@seth_holladay

Cristina Esteve
VP E-Commerce
Carnival Cruise Lines
@CarnivalCruise

Jaap Donath, Ph.D.
Senior Vice President, Research & Strategic Planning
The Miami-Dade Beacon Council
@beaconcouncil

Andres Amezquita
VP Digital and Commercial Excellence
Stanley Black and Decker Latin America
@StanleyBlkDeckr

Alejandro Clabiorne
CEO
PHD Latam
@A_Clabiorn

Joseph Roisman
EVP
Perry Ellis International
@PEICorp

Scott Farrell
President Global Corporate Communications
Golin
@GOLINglobal

Valentin Bueno
CEO
Latcom
@latcom_ooh

Ana Hoyos
Director of Meltwater Latin America
Meltwater
@MeltwaterLATAM

Ana Cristina Rivadeneyra
Senior Marketing Lead
WeWork
@WeWork

Andres Polo
Global Head of Innovation & Strategic Partnerships Marketing at
Visa
@aepolo

Kate Canel
Director, Performance Media
The Shipyard
@TheShipyardCrew

Carlos Leal
Marketing Director
Rappi
@RappiColombia

Carlo Espinoza
Senior Marketing Manager, Latin America Beverages
Pepsi
@pepsi

AGENDA

8:15 am REGISTRATION OPENS
8:50 am Join us for a special breakfast panel courtesy of CNN en Español

WELCOME AND OVERVIEW
Welcome by
Izzy Gonzalez
Director Cross Platform Sales, US
CNN en Español
@CNNEE
Marcos Baer
President
Portada
@MarcosBaer
Janet Grynberg
Lead Editorial Coordinator
Portada
@portada_online
9:10 am HOW DATA AND CONTENT CONTINUE TO FUEL THE EVOLVING WORLD OF ADVERTISING
MODERATOR: Guillermo Arduino
CNN Anchor and Correspondent for Encuentro
CNN en Español
@arduinoCNN
PANELISTS: Ana Crandell
Group Account Director
OMD Multicultural
@OMD_USA
Andrew W. Russo
VP Data Science
Starmark
@StarmarkIntl
Seth Holladay
VP of Digital Research & Analytics for CNN
@seth_holladay
Christine Esteve
VP E-Commerce
Carnival Cruise Lines
@CarnivalCruise
10:10 am CONTENT TO COMMERCE: THE LATIN STORY

Stanley Black & Decker is using Latin America as a major market to test innovations. As the end-user’s consumption and shopping behavior is changing by digital platforms, SB&D is proactively changing its marketing approach and producing content geared to ultimately increase sales. Learn why and how the manufacturing tools and household hardware giant is shifting from traditional commercialization strategies to an end user centered e-commerce approach to marketing.
Andres Amezquita
VP Digital and Commercial Excellence
Stanley Black and Decker Latin America
@StanleyBlkDeckr
10:35 am MARKETING-TECH IN LATIN AMERICA: THE OPPORTUNITIES AHEAD.

How brand marketers can reap benefits from the advance of Artificial Intelligence, Virtual Reality and Digital OOH in Latin America.
MODERATOR: Alejandro Clabiorne
CEO
PHD Latam
@A_Clabiorne
Valentin Bueno
CEO
Latcom
@latcom_ooh
Ana Hoyos
Director of Meltwater Latin America
Meltwater
@MeltwaterLATAM
Ana Cristina Rivadeneyra
Senior Marketing Lead
WeWork
@WeWork
11:00 am HOW TECHNOLOGY IS TURNING EVENT EXPERIENCES UPSIDE DOWN

New and disruptive technologies like the use of biometrics for ticketing, artificial reality and smart stadiums are redefining the consumer experience at events. A myriad of opportunities are opening up for marketers.
Andres Polo
Global Head of Innovation & Strategic Partnerships Marketing at Visa
@aepolo ‏
11:25 am
#PortadaMIA offers senior executives from tech, media and marketing firms the opportunity to interact with brand marketers through Portada’s three-eight minute one-on-one meetup offering. Check out this instructional VIDEO to see how it works!
12:35 pm ROPO: A DEEP DIVE

ROPO (Research online purchase off-line) by consumers has become a crucial determinant of sales. It has also impacted digital vs. offline marketing attribution. Get the latest insights from a major practitioner.
Carlos Leal
Marketing Director
Rappi
@RappiColombia
Interviewed by Kate Canel
Director, Performance Media
The Shipyard
@TheShipyardCrew
1:00 pm PANREGIONAL MARKETING CASE STUDY

Adapting global campaigns to Latin American local markets Learn how Pepsico successfully launched a global marketing concept in Colombia and then expanded it throughout Latin America leveraging local relevance.
Carlo Espinoza
Senior Marketing Manager, Latin America Beverages
Pepsi
@pepsi
Interviewed by Scott Farrell
President, Global Corporate Communications
Golin
@GOLINglobal
1:25 pm MIAMI'S EVOLVING ROLE AS A MARKETING HUB: A BRAND MARKETER'S VIEW

Perry Ellis International's roots in Miami are deep, with the Feldenkreis family establishing the company here in 1961. Over the last six decades the firm has evolved into a major global sportswear and clothing player, but has continued to call Miami home. Hear from one of the company’s top executives who, in a 40 year+ career with the company, has played a major role in its growth and expansion. Roisman will speak to the distinct advantages Miami provides, while Jaap Donath provides an overview of the business landscape and Miami’s evolution as a global marketing hub.
Joseph Roisman
EVP
Perry Ellis International
@PEICorp
Interviewed by Jaap Donath, Ph.D.
Senior Vice President, Research & Strategic Planning
The Miami-Dade Beacon Council
@beaconcouncil
1:50 pm CONCLUDING REMARKS What we learned today.
1:55 pm ADJOURNMENT Light Snacks and Beverages

PARTNERS

MEDIA PARTNERS

VENUE

EAST Hotel Miami

EAST, Miami is the first Swire Hotels property in North America and the third hotel under the EAST brand. EAST, Miami is a design hotel with a prime location, located within Brickell City Centre, a superb mix of luxury retail, residential, office space and upscale amenities. EAST offers a unique mix of customized guest services, cutting-edge technology, and innovative restaurants and bars. Designed by award-winning architecture firm Arquitectonica, with interiors by New York-based Clodagh Design. EAST Miami will feature contemporary interiors, floor-to-ceiling windows and balconies with spectacular views of Miami and the Biscayne Bay.


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