Get your Ticket! (Early Bird Expires on August 4)
Multicultural is the new mainstream. Portada has been the leading source of expert analysis on the multicultural space since 2003.
The 11th Annual Multicultural Advertising and Media Conference, the pre-eminent event for Hispanic and Multicultural marketers will be preceded by the Sports Marketing Forum (www.portada-online.com/events/sports-forum/) on Sept.13. Portada is renowned for connecting the best minds in multicultural marketing, media and tech to discuss the latest trends and changes in the marketplace. More than ever, these marquee multicultural marketing conferences will be can't-miss events of 2017.
- Cross - Cultural Marketing in Trump's America
- Retail Marketing: Best in - class strategies to reach the multicultural consumer
- Shifting language preferences and acculturation: What it means for marketers
- Why reaching the “Total Market” may not work for brands
- Our Popular Speed Networking Function
- Multicultural Shopper Marketing: Key insights on the Shopper Marketing Discipline
- Marketing to the Latina Millennial
- Using Data-Marketing to reach the Hispanic Consumer
"Thank you for a great conference! It was full of great insights and relevant topics"
- Janina Delloca-Pawlowski, Dunkin' Brands, Inc.
"Was attending the 10th Annual Hispanic Advertising and Media Conference in NY this morning, great event! We should definitely participate next year. Top brass from agencies and brand Managers, etc."
- SVP Ad-Sales Mejor Broadcaster
"Portada is at the forefront of news and insights on Hispanic marketing and media. Portada websites, magazine and events are an essential informational tool for any marketer who wants to succeed in Multicultural America."
-Gonzalo del Fa, President, Group M Multicultural
Check out coverage and highlights from previous Conferences:
To explore great ways to integrate your brand in Portada17, please contact Daniela Landa at Daniela@portada-online.com.
As Associate Director of Social for GroupM agency Essence, Sherwin Su leads the North American social media team, driving successful and innovative initiatives. He is responsible for managing platform partnerships across major social partners and oversees the agency's development of social strategy across some of the most disruptive campaigns in tech, entertainment and B2B marketing.
Before joining Essence, Su was a Senior Manager at VaynerMedia, where he focused on growing the agency's local and global paid media business with brands such as GE, MasterCard, Johnson & Johnson and Nature's Bounty. Prior, he was a Business Development Manager at Kinetic Social, where he pioneered the company's international expansion and global business development. He has also held media roles at AMP Agency, and Overdrive Interactive.
Su has a BS in Marketing Communication from Emerson College.
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.
David Chitel is an industry pioneer in the New Generation Latino (NGL) media and entertainment space, a term which he helped coin. Along with founding partner, actor John Leguizamo, in 2000 David created the first Latino social networking community, iCaramba.com, aimed exclusively at the largely underserved NGL audience.
David evolved iCaramba’s parent company, LatCom Communications, into a leading 360 degree integrated service provider helping Fortune 500 advertisers reach New Generation Latinos through events, magazines and digital. While at LatCom, David also served as creator, writer, and producer of the first Latino animated TV series, ‘Lugar Heights’, which aired on mun2 and later on MTV-Tr3s and as a full-length DVD. In 2006, he sold LatCom to Batanga Media, a leading Latino digital media and entertainment company.
Concurrently, David founded and chaired the New Generation Latino Consortium, an organization dedicated to hosting business conferences and fielding innovative research studies focused on the NGL audience. Through NGLC David also produced the first ever Latino TEDx event called TEDxWashingtonHeights, as well as a popular Google+ Video Hangout show called #TotalMarketTalk.
David’s career began at SiboneyUSA Hispanic advertising where he successfully served as Director of Client Services and New Business.
David's current venture, NGL Media, provides end-to-end Latino video marketing solutions for advertisers looking to reach and engage digitally-connected Latinos through NGL’s proprietary video platform and in-house branded entertainment studio.
Gonzalo Del Fa
As President of GroupM Multicultural, Gonzalo plays a key role in all aspects of the multicultural media and marketing efforts initiated by all GroupM agencies: Maxus, MEC, Mediacom, Metavision, Mindshare and Team Arrow. The goal of the division is to provide clients with a truly relevant and informative point of view of multicultural markets and audiences across the US, resulting in tailored communications strategies based on in-depth knowledge of consumers. Under Gonzalo’s leadership, GroupM Multicultural handles $1B in billings from clients such as Nestle, Unilever, Anheuser Busch, Mars, Target, L'Oréal, General Mills, Subway, Church & Dwight, IKEA, AARP, Kimberly Clark and Bayer.
Gonzalo first joined the GroupM family in 2003 as Managing Director of MEC Argentina. During his three year tenure he developed a reputation for creative media thinking and activation. In 2006, he moved to New York to launch MEC Bravo and in 2010 he was instrumental in combining all the agencies under the GroupM Multicultural banner. In 2014 Gonzalo was awarded Media Maven of the Year and in 2016 he was nominated for the Crain’s Visionary Award. Gonzalo started his professional career at American Express Argentina and prior to joining GroupM he worked for BBVA, Hachette Filipacchi and Editorial Televisa.
Eduardo Pérez is a founding Partner of PM3. Eduardo, along with a business partner launched PM Publicidad (now PM3) in 2003 and has led the Hispanic marketing and advertising agency’s growth from scratch to being one of the top 20 Hispanic advertising agencies in the U.S.
Eduardo’s professional background prior to starting PM Publicidad was primarily on the client side, mostly with Astral Group (now Fluidra), a Barcelona-based multinational. He has served on the Board of Directors of several non-profits, as well as on the Board of Atlanta Advertising Club and the Orange County Ad Federation. Currently Eduardo is on the Advisory Board of the Florida State University College of Communications and Information as well as the Advisory Board of the FSU Center for Hispanic Marketing.
Eduardo is a frequent speaker at conferences and events on the subject of the U.S. Hispanic segment and marketing to them, and was a regional and finals judge for the 2013 and 2014 Effie Awards.
Eduardo’s parents settled from Spain to Jacksonville, Florida where he grew up. He was educated at The Florida State University where he earned degrees in International Affairs and Political Science. A former professional road cyclist, Eduardo remains active in sports as a competitive polo player and captain of PM3’s championship winning 7 v. 7 soccer team.
Pedro is Director, Social Strategy and Influence as well as Co-Lead, Multicultural Social Media Practice at Horizon Media, Inc. in addition to being a contributing blogger at the HuffingtonPost, focused on emerging social and digital trends. He is a 2015 Direct Marketing News 40 Under 40 Award Recipient and FOLIO Magazine Marketer of the Year Winner. As Director of Integrated Marketing at People en Español (Time Inc.) he led award-winning marketing and branding campaigns. During his time as a member of the Digital Innovation Group at Cohn & Wolfe (WPP) he worked across consumer, healthcare, corporate and technology clients creating social and digital media communication strategies. Pedro's branding and marketing experience includes roles at HBO’s New York International Latino Film Festival and Ocean Drive Español (Niche Media Holdings LLC). Pedro is also part of OUT in Tech and a supporter of God's Love We Deliver in NYC.
Maria de Lourdes Gomez-Albrecht is a doctoral candidate in Business Administration at Swiss Management Center University. She is an accomplished and highly-skilled business professional leveraging nearly 25 years of marketing and project management leadership in several industries such as retail, consulting, medical, nonprofit, environmental, and education. Her specialties include strategic planning, loyalty and growth programs, promotion and advertising campaign execution, brand management, and new product launches in both domestic and international markets. Furthermore, as a strategic and tactical thinker, Maria also has extensive experience in ecommerce and digital initiatives, sales operations, analytics, cross-functional teams, printed and social media, broadcasting, and vendor management. She has a deep understanding of multicultural marketing thanks to her fluency in Spanish and Portuguese, as well as business proficiency in French and Italian. Maria lives in Dallas, Texas, and is looking forward to seeing the Cowboys make it to the playoffs again this season!
Consisting of the “Core Five” players, Jaime Fernandez, Jerry “Elmo DiFoca” Diaz, Michael “Juan Bago” Diaz, Anthony Palmini and Rachel “La Loca” Strauss-Muniz, Room 28 and their supporting cast of up and coming actors brings laughter and bladder control issues to thousands of fans via filmed skits broadcasted through various outlets, including thoroughly-produced live shows, YouTube, Facebook, Instagram and Vine. Highlighting topics from subway R&B singers to Latino superheroes, Room 28 showcases humor in various situations—and the laughter is contagious. Everyone is now asking, "Who are these nuts in Room 28?" and more importantly, "How can I see more of them?” With a unique product offering, Room 28 has built quite the fan-base, which includes a diverse set of millennial tastemakers and influencers. Between a track record of consecutively SOLD OUT live shows between 2014 and 2015 and the creative and highly-produced web content, Room 28 is fulfilling the demand for high-quality, Latino-based comedy in the USA.
A Brooklyn Native of both Dominican and Jewish-American heritage, Rachel “La Loca” Strauss-Muniz, the JewMinicana is a comedic actress with an arsenal of characters, voices, accents and realness.
Rachel’s admitted obsession with game shows has landed her as a contestant on “The Price is Right” and “The Newlywed Game”. Rachel has also had television appearances on The Late Show with David Letterman Show, Nuvo TV’s, “Latino 101” and has starred in documentaries such as HBO Latino’s “Habla Ya!” and “The Bigger the Hoop” (Latino Flavored Productions). She also served as a part-time commentator on MTV’s “FNMTV” video review program. Rachel also has experience on the airwaves. For four years Rachel La Loca was a part of the Internet radio craze on Urban Latino Radio. She has completed multi-episodic web series’ such as “The Work Jerks " and “Ungirly”. She has collaborated with Univision’s “Flama” channel on viral hits like “Latino Field Studies” “Dominican Uber”, “Puerto Ricans Vs Dominicans” “Abuela BnB” and “Dominican Juicing”.
Caio Street has more than ten years of experience leading integrated digital
marketing strategy and communications that build impactful brands, create
user engagement, and increase ROI. MBA and MFA educated, Caio
understands how Commerce, Culture, and Technology enables businesses to
flourish. He has worked with such innovative brands as FOX Entertainment
and FX Network, AMEX, CreativeLive, and Hill’s Pet Nutrition. At PM3, Caio is
responsible for enterprise-wide digital strategy integration and execution
including business leadership, technology delivery for digital common
components, user experience/user interface design standards and
implementation, and digital governance.
8:00 AM REGISTRATION OPENS: 8:15 AM BREAKFAST
Start the day with a cup of coffee and something to eat!
9:00 AM OPENING REMARKS:
WHERE IS MULTICULTURAL MARKETING GOING, WHAT’S NEW?
- Marcos Baer, publisher Portada
As multicultural is the new mainstream, what are the implications for Hispanic and multicultural marketing? 8 insights for 2018
9:10 AM MULTICULTURAL SHOPPERS:
How to win on their path to purchase
Multicultural shoppers are the fastest growing segment in U.S. retail. Understand how multicultural focused retail and food brands are embracing the opportunity.
PLUS! “BODEGA WARS” COMEDY SKETCH: A sketch on Hispanic retail
Room 28 Comedy Troupe
10:00 AM VIDEO MARKET SNAPSHOT:
WHAT YOU NEED TO KNOW
- David Chitel CEO & Founder, NGL Media
Hear from industry expert and entrepreneur, David Chitel, as he shares insights about best video marketing practices to reach and engage digitally-connected Latinos from programmatic to branded content.
10:10 AM CASE STUDIES:
Shifting language preferences and acculturation: What it means for marketers.
- Maria Albrecht, Sr. Manager Hispanic Markets, Rent A Center
- Additional Brand Marketer TBA
In this “solve your issue” collaborative session two widely respected brand marketers from different sectors will answer the below questions:
- How should marketers address the heterogeneous Hispanic consumer?
- What is the dynamic between the Spanish-dominant and acculturated sector of the population? How does it impact the marketing?
- Is there a need for relevant in-language creative, even when targeting Millennials?
10:50 AM REFRESHMENT AND NETWORKING BREAK:
A break to stretch your legs and coffee and tea.
11:30 AM HEAVYWEIGHT FIRESIDE CHAT
12:00 PM SANDBOX PRESENTATIONS
Several rapid fire sandbox presentations introduce agency and brand executives to innovative media and tech solutions.
12:30 PM TOTAL MARKET - WTF:
Interactive Whiteboard Session with Agency and Brand Stars
In this highly interactive session senior Brand Marketing and Agency executives will answer attendees questions on the opportunities and challenges presented by the Total Market approach and discuss the viability of alternative methods. Attendees will be prompted to ask questions on an interactive whiteboard.
1:15 PM LUNCH BREAK 2:45 PM LEVERAGING VIDEO TO REACH HISPANIC AUDIENCES
- Seraj Bharwani,Chief Strategy Officer, AcuityAds
- Eduardo Perez, PM3, Partner
- Sherwin Su, Associate Director of Social, Essence
The growth of video consumption is a game changer, particularly when it comes to engage Hispanic audiences. A group of experts will dissect audience behavior and the opportunities to be reaped by savvy marketers.
3:15 PM EXCLUSIVE KEYNOTE
3:45 PM HOW TO PICK THE RIGHT INFLUENCER:
- Pedro Rodriguez, Director, Social Strategy and Influence and Co-Lead, Multicultural Social Media Practice - Horizon Media
Picking the right influencer is often a challenge for brand marketers. Learn how agency and brand:
- Worked on integrating influencers in their overall marketing objectives.
- Analyzed the makeup of an influencer audience.
- Determined the brand-affinity of an influencer audience.
- How Influencer power can be leveraged across events, in-store and from online to offline.
4:30 PM SPEED - NETWORKING
Table Leaders TBA
Meet and mingle with dozens of brand marketing and agency execs.at Portada’s popular 8-minute meetings session.
5:30 PM ROOFTOP PARTY
After two full days of top-notch content, what better way to relax than with a few refreshing drinks on the rooftop with breathtaking views of Manhattan.
#Portada17 will take place at Yotel New York.
Located just two blocks west of Times Square on the corner of Tenth Avenue and West 42nd Street - 570 Tenth Avenue, NY 10036.
Need hotel accommodations? Make a reservation here.