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MediaPost and Portada are combining forces on September 14, Yotel, NYC to create a bigger and stronger Hispanic Sports Marketing Forum.

Sponsors will benefit from MediaPost's unique reach among U.S. brand, agency and media execs as well as of  Portada's strong multicultural market penetration.

Check out coverage and highlights from last year's 2015 Sports Marketing Forum:  


WHO WILL YOU MEET?
Everyone who matters in the multicultural and overall U.S. Sports Marketing scene.

Including:
- Key Brand Marketers
- Major sports media buyers at agencies
- Top-notch content developers
- Senior Sports Media and Marketing Researchers

 

Key Themes

  • In-depth: Tecate’s Soccer and Boxing Millennial Strategy
  • Marketing Entertainment and Sports Properties to Multicultural Audiences
  • Live Sports: Where Tech Meets Marketing
  • How a Top Sports Marketer Leverages Soccer Content
  • Case Studies: Efficient Sponsorship Activations

Expect the best content and unparalleled networking opportunities with key U.S and U.S. Hispanic Sports Marketing executives from the brand, agency and media side and much more...


SPEAKERS

  • Neha Misra

    Neha Misra

    Neha’s expertise lies in building and supporting marketing processes with measurement frameworks and KPIs to evaluate returns across paid, owned, and earned media, and also working as a key leader for usage/enhancement of technology and data platforms. Her previous role at Starcom MediaVest Group as Associate Director (Planning & Analytics) required an acute understanding of media mix modeling, advanced customer analytics, programmatic media, and attribution platforms. Her experience spans across various verticals including Financial Services, Technology, CPG, FMCG, Tourism, and Education, working with clients like American Express, Starbucks, Verizon, UCLA, Honda, and Nike. With more than ten years of experience in customer analytics and testing complex marketing campaigns, she also identifies new and emerging technologies to continuously keep clients at the forefront of media/industry trends.
    Prior to SMG, Neha spent time as an Internet Marketing Manager at one of the largest for-profit educational companies in the United States. Her role there was to work closely with planning and analytics to deliver on data-driven marketing investment decisions, forecasts, and cost benefit analyses. She also worked at Motorola Mobility in Product Marketing (new product development and portfolio management), to analyze competitive trends to identify opportunities and drive marketing program recommendations.

    Neha holds a Bachelor’s degree in Mass Media and Mass Communication from the University of Delhi, a six sigma certification, and an MBA in Marketing and Strategy from the University of Wisconsin.

  • Karina Dobarro

    Karina Dobarro

    Karina is the newly appointed Multicultural Brand Strategy lead at Horizon Media
    responsible for the development of multicultural campaigns across our client roster.
    She came to us from GroupM where she spent the last six years. Most recently as the
    Multicultural Managing Director at Mindshare managing some of their biggest clients
    such as Unilever, Bacardi, and Kimberly Clark. Karina brings with her great
    communication planning skills and a deep knowledge of the US Hispanic market and its
    consumers.

    Prior to GroupM, Karina worked at the Vidal Partnership Group for over four years
    managing The Home Depot media planning and buying unit. While there, she also had
    the opportunity to work on Kraft Foods, Ketel One and new business development.
    Previously, she worked at Initiative Media in New York and San Francisco for a period
    of four years. During her tenure at Initiative Media, Karina worked on an array of
    clients, such as Bayer, Elizabeth Arden, Burlington, Taco Bell, Disney and The Home
    Depot.

    In her spare time Karina enjoys traveling, reading and yoga as well as spending quality
    time with her family and dog.

  • Darren Marshall

    Darren Marshall

    At rEvolution, Darren brings groundbreaking research and real-working insights to the forefront of the sports marketing industry. An Oxford graduate, who became an American in Connecticut, Darren relies on more than 25 years of sponsorship and brand research expertise to deliver the industry’s most effective, business building sponsorship research models and advice for companies and brands. Clients from Seoul and London to New York City, seek his recommendations on everything from global sponsorships to local team deals. When he is not advising brands, such as Chipotle, Samsung and YouTube, he can be found cheering on Arsenal and the Patriots.

  • Javier Delgado-Granados

    Javier Delgado-Granados

    Javier Delgado-Granados has 20 years of experience in marketing retail and packaged goods targeted at multicultural audiences. He has a track record of successfully developing marketing, advertising and promotional strategies that not only connect with the consumer in a culturally relevant manner, but also deliver quantifiable business results.

    Prior to joining The Coca-Cola Company in January 2016, Javier held the role of Director of Marketing and Advertising at Walmart, driving consumer programs focused on Multicultural consumers for the Walmart US operations. Javier was the Marketing Manager at Dr Pepper Snapple Group where he was responsible for brands such as Dr Pepper, 7UP, Clamato and Squirt, among others. He is a veteran of the Hispanic advertising and communications industry having held various key roles at agencies including DRAFTFCB, The Vidal Partnership, Casanova Pendrill and Dieste, Harmel, & Partners.

    Javier moved to the United States after graduating from the Pontificia Universidad Javeriana in Bogota, Colombia with a B.A. in Communications and Advertising in 1996. He later attended the University of Chicago and the SMU Cox School Business. In 2012 Javier was selected as a HACR Young Hispanic orporate Achiever. Javier’s hallmarks are strong leadership, sound judgment, and always showing respect for others, especially the customer he is entrusted to connect with and represent.

  • Stephanie Borges

    Stephanie Borges

  • Eduardo Pérez

    Eduardo Pérez

    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.

  • Camilo Durana

    Camilo Durana

    Camilo Durana is Vice President of Property & Commercial Development at Soccer United Marketing (SUM), the properties division of Major League Soccer (MLS), leading the creation of marketing solutions for a portfolio of sponsors comprised of 40+ top global and domestic brands. He also spearheads the commercial development of SUM properties, which include MLS, U.S. Soccer, Mexican National Team, CONCACAF competitions and Copa America Centenario 2016. In his previous role at Anheuser-Busch InBev, he oversaw the Budweiser brand’s global sports and entertainment portfolio. Prior to that, he helped build the Multicultural Marketing practice at Octagon Worldwide, supporting a U.S. and Latin America-based client roster focused on the U.S. Hispanic market. Camilo resides in New York City and works out of the MLS League Office in Manhattan.

  • Maria Teresa Garcia-Rosell

    Maria Teresa Garcia-Rosell

    "Maria-Teresa Garcia-Rosell is a strategic brand marketing professional with deep consumer understanding and brand expertise built through her tenure in multinational consumer product goods companies in the U.S. and Latin America, such as Unilever, Diageo and Anheuser Busch - Inbev. She has an MBA from The University of Chicago and since graduating has managed consumer brands across different industries such as personal care, foods & beverages and luxury spirits. Throughout her career, Maria-Teresa has developed an expertise in consumer brand management, lifestyle and sports marketing and in the U.S. Hispanic consumer. She is currently Senior Director for Bud Light at Anheuser Busch – Inbev.

  • Andy Wasef

    Andy Wasef

    Managing Director, Digital & Consulting Strategy, ESP Properties
    Andy is a commercial and communications expert with a specialty in digital media, marketing technology platforms and innovation. He runs the consulting division of ESP Properties (a GroupM & WPP company) in North America, where he helps bring together a deep understanding of digital platforms, media and brand partnerships to drive commercial strategies for sports and entertainment rightsholders.

    He also is responsible for ESP Properties product development and has extensive experience helping build out and commercialize digital (including OTT) platforms.

    Prior to his role with ESP Properties, Andy was Head of Innovation, Technology and Global Product Development for MEC, where he spent 11 years working in the U.K. and U.S. across domestic and global assignments for clients such as Paramount Pictures, AT&T, Chanel, Orange, Colgate Palmolive and Marriott International.

    Andy has worked on many sports marketing and sponsorship projects throughout his career, most notably with Visa and FIFA, AT&T and NCAA, Lloyds TSB and the London 2012 Olympics, and Sony Ericsson and the WTA.

  • Dominic Curran

    Dominic Curran

    Dominic Curran is CEO of Synergy USA, having rejoined the business as a former MD of Synergy UK. In between, he was Bacardi’s first ever Global Sports Director, responsible for the strategy and activation of sports partnerships across the brand portfolio from F1 to soccer. Dominic is a passionate believer in sport’s power to connect brands with consumers—especially millennials—and is a regular panelist and international media contributor on the subject.

  • Alice Ovadia

    Alice Ovadia

    Alice has 15 years of experience in the US multicultural space in both Hispanic and African American media, strategy and planning. During her time at TruMC, she has led Hispanic media planning efforts and insights development for MetroPCS, helped launch Saludmovil.com and drive new business acquisition.
    Prior to joining Tru, Alice was a Planning Director at Dieste handling consumer planning and strategy for Hershey’s, TXU and REI. Before that she was an Associate Director at SMG and Mediavest in New York, two of the leading media agencies working on accounts such as P&G, Kraft, Walmart and Mars.
    Alice brings to the table a wealth of knowledge and an integrated approach to developing business strategies, communication platforms, consumer segmentations and receptivity targeting. She has experience in media planning and analytics as well as digital, social and content creation.
    Alice graduated from Boston University with a dual degree in Communication and Advertising and later completed a Marketing Certificate at the New York University.

  • Andrew Benfer

    Andrew Benfer

    Andrew Benfer is the Director of Brand Partnerships at Whistle Sports, which is the first pro sports-entertainment network specifically designed for the next generation of fans and athletes. With over 250 million global subscribers, Whistle Sports is bridging the gap to a new generation of sports fans. Prior to joining Whistle Sports, Andrew has held posts at mitú, BBDO and Global Team Blue and delivered campaigns for Visa’s 2014 Olympics, the Bud Light’s sponsorship of the World Cup and the NFL. Andrew graduated from Washington University in St. Louis as a dual degree student with a BSBA in Marketing and BA in Film & Media Studies.


AGENDA

1:00 PM REGISTRATION OPENS

1:25 PM SETTING THE STAGE

WELCOME & INTRODUCTION

  • Ximena Cassab, Editor and Writer, Portada
  • Ross Fadner, Director, Event Programming, MediaPost

Description: 

Sports content and marketing are crucial to engage Hispanic audiences.As importantly Hispanic sports marketing trends crossover to the overall market. Get the latest intelligence at the Hispanic Sports Marketing Forum.

1:30 PM LIVE - SPORTS: WHERE TECH MEETS MARKETING

Moderator:

  • TBA

Panelists:

  • Neha Misra, Vice President, Strategy and Analytics, MBuy
  • Karina Dobarro, VP Managing Director of Multicultural Brand Strategy, Horizon Media
  • Andy Wasef, Managing Director, Digital & Consulting Strategy at ESP Properties
  • TBA

 

Description:

• Broadcast vs. Streaming or Broadcast and Streaming? Two divergent trends have emerged for major sports events
• How OTT inventory can amplify TV spots
• Why sports still is appointment viewing regardless of cord-cutters
• Social Video

2:15 PM MULTICULTURAL IS THE NEW MAINSTREAM: HOW A MAJOR MARKETER USES SOCCER AND OTHER SPORTS TO REACH MILLENNIALS

Presenter:

  • Javier Delgado Granados, Group Director Multicultural, Coca Cola

Description:

  • Learn and be inspired by Coca Cola’s Sports Marketing Strategy
3:00 PM LEVERAGING SOCCER CONTENT: To reach multicultural audiences.

Moderator:

  • Jonathan Patton, VP of Sales & Partnerships, H Code Media

Panelists:

  • Ed Carias, Senior Brand Manager, El Jimador Tequila
  • Darren Marshall, rEvolution,Executive VP, Consulting & Research 
  • Mariel Llenza, Director Diversity Advertising at AT&T Entertainment Group
  • Camilo Durana, VP Property and Commercial, MLS

Description: The U.S. ranks among the top countries worldwide in soccer youth participation. From local soccer leagues to the Fifa World Cup soccer has grown tremendously as a marketing tool.. How top brands are utilizing the opportunity.

3:45 PM COFFEE BREAK

4:20 PM TOP SPORTS CAMPAIGN AWARD

Find out which client and agency won the Award for the Top Sports Campaign.

Description: 

Portada’s audience and editorial board have voted. Now, let’s celebrate the winner.

4:30 PM E-SPORTS: THE NEW FRONTIER FOR BRANDS AND SPORTS PROPERTIES

Intro:

E-SPORTS 101 by Stuart Lipson Executive Director, E-Sports Advertising Bureau

Followed By An On-Stage Conversation Between:

  • Josh Spiegelman, Managing Director, Mindshare Spotlight, Mindshare NA
  • Andrew Benfer, Director Brand Partnerships, Whistle Sports
  • TBA

Description:

• E-Sports have enormous multicultural fan bases
• How brands are tapping into the opportunity
• The crucial role of Influencers

5:15 PM MARKETING ENTERTAINMENT AND SPORTS PROPERTIES TO MULTICULTURAL AUDIENCES

Moderator:

  • Eduardo Perez, Partner, PM3

Panelists:

  • Stephanie Borges, VP North America Strategic Marketing and Partnerships, Six Flags
  • Maria Teresa Garcia Rosell,Senior Marketing Director, Anheuser-Busch
  • Dominic Curran, CEO, Synergy US
  • Alice Ovadia, VP Brand Media, TruMC

Description:

Entertainment and sports properties like Six Flags, NFL, MLB, MLS and NHL know that their continued success depends on how well they engage multicultural audiences. Find out what they are doing and how major brands use them.

6:00 PM ADJOURNMENT



PARTNERS




VENUE

Yotel_Hotel

Reserve your room at the Portada Group Rate!
Book before August 21 to take advantage of the special rate, US $299 +tax for Premium Queen Cabin.
Book Online Now!

YOTEL New York offers a comfortable, lively and tech friendly atmosphere at an affordable price. Premium Queen Cabins come with the signature ‘SMARTBED’ featuring Serta mattresses as well as free Wi-Fi  everywhere and free coffee, tea, and muffins each morning. Guests can take advantage of the onsite restaurant ‘Green Fig’ and Terrace space for personal or client entertainment.

You can also make reservations by calling the Pre-Arrival Team directly (877) 909-6835 and identify yourself as being with the Portada 2016 Block or Block Code ‘PORTADA2016’.


Venue Details:
YOTEL New York
570 10th Avenue, New York, NY 10036
View Map

Book your ticket today

Price Qty*
Sports Marketing Forum $349.00 (USD)  

Combo $599.00 (USD)  

10th Annual Conference $499.00 (USD)  






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