Passion-Point Marketing: Sports, Music and Entertainment - #PortadaLA

Portada Los Angeles will provide a unique setting for brand marketers to explore the enormous opportunities sports, music and entertainment content offer to engage consumers in Multicultural America.

Take advantage of the SPECIAL 35% OFF PRESIDENT’S DAY DISCOUNT (US $486 instead of US $749!). Offer expires on Friday February 22!

For the discount code, please contact Michelle Lopez at michelle@portada-online.com

Portada Los Angeles will also be the meeting point for Portada’s Council System with the Brand Star Committee, the Agency Star Committee and the Sports Marketing Board holding their first 2019 in-person meetings during the event.

Portada Los Angeles offers  media and marketing service vendors, including sports teams and leagues, the opportunity to interact with brand marketers through Portada’s one-on-one meet-up offering.

Topics Thought Leaders will be exploring:

Passion-Point Marketing:  Sports, Music and Entertainment

◆ Best practices from brand marketers who activate against Latino music and sports fans ◆ How passion points ignite multicultural consumer action. What brand marketers need to know to cash in on multicultural growth opportunities. ◆ How best to use emerging technologies to get more value out of media rights
◆ With the growth of soccer in the U.S and the 2026 World Cup taking place in the U.S., Mexico and Canada, brand marketers have the urgent need to understand the role of soccer marketing in engaging the U.S. consumer. Can soccer marketing ultimately be an effective vehicle to target the U.S. mass market consumer?
◆ Influencer Marketing how effective is it? Does it drive purchase intent or just consideration? ◆ How to evaluate property and media rights based on their ultimate business impact.

NOW COMING TO THE WEST COAST!
Check out the recap video of our recent Portada New York Edition!

SPEAKERS

    • Seraj Bharwani

      Chief Strategy Officer

      AcuityAds

      @acuityads

      Seraj Bharwani

      Chief Strategy Officer
      AcuityAds
      @acuityads

      Seraj

      Seraj Bharwani is the Chief Strategy Officer at AcuityAds and is responsible for consumer insights on cross-screen, digital & social media. Previously, Seraj led the Strategy & Analytics practice at Digitas for over 14 years. He joined the agency as part of the founding team that led the company through its early growth phase, the IPO and exit via acquisition by Publicis. Seraj is a graduate of MIT Media Lab and an author of several refereed articles on emerging, cross-screen, audience behaviors critical to driving business results.

    • Dana Bonkowski

      SVP, Multicultural Lead

      Starcom

      @starcom_USA

      Dana Bonkowski

      SVP, Multicultural Lead
      Starcom
      @starcom_USA

      Dana

      Bio soon.

    • Stephen Brooks

      EVP

      VidaPrimo

      @VidaPrimo

      Stephen Brooks

      EVP
      VidaPrimo
      @VidaPrimo

      Stephen
    • Kate Canel

      Director

      Performance Media, The Shipyard

      @TheShipyardCrew

      Kate Canel

      Director
      Performance Media, The Shipyard
      @TheShipyardCrew

      Kate
    • Rajaa Grar

      Senior Director, Global Brand Marketing

      Paula’s Choice Skincare

      @paulaschoice

      Rajaa Grar

      Senior Director, Global Brand Marketing
      Paula’s Choice Skincare
      @paulaschoice

      Rajaa
    • Janet Grynberg

      Head of Content

      Portada

      @grynberg_janet

      Janet Grynberg

      Head of Content
      Portada
      @grynberg_janet

      Janet

      Janet has worked as a translator and editor for magazines and publishing houses including Expansion and Grupo Planeta since 2014. She is part of the Portada editorial team, and her main interests include literature, traveling, and exploring other cultures.

    • Ariela Nerubay

      CMO

      Curacao

      @curacao

      Ariela Nerubay

      CMO
      Curacao
      @curacao

      Ariela

      Award winning marketing executive with a 15+ year career founded in start-ups and entrepreneurial entertainment ventures. A well-rounded marketing professional with advertising agency background and client side know-how. A Hispanic market expert.

    • Tiago Pinto

      Global Marketing Director

      Gatorade

      @Gatorade

      Tiago Pinto

      Global Marketing Director
      Gatorade
      @Gatorade

      Tiago

      Tiago oversees business for the Gatorade Brand in Latin America. Working closely with Gatorade HQ in Chicago to define the global brand and business strategy, he manages the product portfolio and innovation pipeline in markets across the region. Prior to Gatorade, Tiago ran business for Pepsico's four Brazilian hydration brands. He joined Pepsico from Nike, where he ran marketing for Latin America from 2005-2011. He has headed up World-Cup campaigns and the Nike 600K Challenge SP-Rio relay road race.

    • Paul Presburger

      CEO

      Pantelion Films and Pantaya

      @PantelionFilms

      Paul Presburger

      CEO
      Pantelion Films and Pantaya
      @PantelionFilms

      Paul

      Bio soon.

    • Sara Toussaint

      Vice President, Sponsorships

      Wells Fargo

      @SaraToussaint

      Sara Toussaint

      Vice President, Sponsorships
      Wells Fargo
      @SaraToussaint

      Sara

AGENDA

  • Portada Los Angeles 19
    9:30 am

    REGISTRATION OPENS

    Register and  meet fellow attendees while you enjoy coffee and snacks.

    10:00 am

    WELCOME AND OVERVIEW

    Janet Grynberg

    Lead Editorial Coordinator

    Portada

    @grynberg_janet

    10:10 am

    THE PROMISE OF WOMEN’S SOCCER:  HOW BRANDS SHOULD USE IT FOR ACTIVATIONS

    With the Women’s Soccer World Cup coming to France this summer,  the potential arises for brands to profit from the world cup’s commercial opportunity. What success stories are there of brands efficiently engaging fans? How are they doing it? Which innovative concepts are promising going forward?

    Sara Toussaint

    Vice President, Sponsorships

    Wells Fargo

    @SaraToussaint

    in conversation with tbd

    10:35 am

    LEVERAGING DATA TO CASH-IN ON MULTICULTURAL CONSUMER GROWTH

    Moderator

    Stephen Brooks

    EVP

    VidaPrimo

    @VidaPrimo

    Panelist

    Ariela Nerubay

    CMO

    Curacao

    @curacao

    Panelist

    Kate Canel

    Director, Performance Media

    The Shipyard

    @TheShipyardCrew

    11:00 am

    IN-LANGUAGE OR IN-CULTURE? DECISION SCIENCE ENABLES WHAT YOUR DIGITAL APPROACH IS MISSING

    Simply turning on the language targeting tactic means you’re missing over 50% of your intended multicultural audience. Bi-culture and bilingual segments have remained elusive to marketers who are trying to make a genuine connection with their intended audiences.

    In this session, you will learn how new decisioning technologies (i.e. machine learning) are being used to reach the multicultural segment. Using real-time consumer data on social, search and video-viewing behaviors, these tools are delivering early results with campaigns targeting in-culture personas for leading brands.

    Seraj Bharwani

    Chief Strategy Officer

    Acuity Ads

    @acuityads

    11:25 am
    #PortadaLA offers media, marketing service vendors and sports and entertainment property executives 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!

    Plus enjoy delicious snacks and beverages!

    12:35 pm

    SHOULD CORPORATE AMERICA JUMP ON THE SOCCER OPPORTUNITY?

    There is no true global sports brand that is dominant without having a significant presence in soccer. U.S. soccer audiences are growing at a rapid pace and soccer is currently the fourth or fifth sport ranked by audience size.  With the 2026 Soccer World Cup on the horizon the ascent of soccer as one of the top three U.S. sports seems almost inevitable. Do brands need to jump on the wagon at this relatively early stage and if so how? What ways are there to align with soccer content: Domestic U.S teams, European or Latin American teams or leagues or via national teams? What a major global marketer with a vast soccer marketing experience recommends to U.S. brand marketers.

    Tiago Pinto

    Global Marketing Director

    Gatorade

    @gatorade

    1:00 pm

    INFLUENCER MARKETING: WHY PASSION AND SHARED VALUES ARE KEY

    Influencer marketing at Paula's Choice Skincare, the effective, truthful and transparent global skincare brand, revolves around authentic brand storytelling, empowering consumers with skincare knowledge and engaging passionate influencers. Rajaa Grar will share her do’s and don’ts for brands to drive brand awareness and purchase intent by choosing the right influencer marketing strategy while authentically aligning with brand ethos.

    Rajaa Grar

    Senior Director, Global Brand Marketing

    Paula’s Choice Skincare

    @paulaschoice

    1:25 pm

    HOW THE HISPANIC SPORTS FAN CAN MAKE OR BREAK MAJOR LEAGUE TEAMS

    The importance of the Hispanic market to the success of sports franchises in Los Angeles can not be understated; you cannot win without this consumer. What brands can learn from the way major league teams target and engage the Hispanic consumer.

    1:50 pm

    PASSION-POINT MOVIES

    How Pantelion and Pantaya (part of Lionsgate Entertainment) unlocks the opportunity of the multicultural film enthusiast.

    Paul Presburger

    CEO

    Pantelion Films and Pantaya

    @PantelionFilms

    interviewed by

    Dana Bonkowski

    SVP, Multicultural Lead

    Starcom

    @starcom_USA

    2:15 pm

    CONCLUDING REMARKS

    What we learned today.

    2:20 pm

    ADJOURNMENT

    Light Snacks and Beverages

PARTNERS


Become a Premium Partner


For more information about this event and/or other Portada offerings, please contact Sales Coordinator Michelle Lopez at
michelle@portada-online.com



ATTENDEES INCLUDE


VENUE


HYATT-REGENCY-MIAMI 1700 Ocean Ave, Santa Monica, CA 90401, EE. UU.

 

Hotel Loews Santa Monica

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TICKET TYPE (Click: show details+ for more info) PRICE QUANTITY
Full Access Ticket show details + $749.00 (USD)  

47050

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