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Taboola, the leading discovery platform serving over 300 billion recommendations monthly, has joined together with Portada to host a morning filled with exclusive information on content marketing in LATAM and US Hispanic markets.  If you would like to attend the event please send an email to events@portada-online.com to ask for the free registration code. Please provide your name, company and position.



8:00 AM REGISTRATION OPENS

8:15 AM BREAKFAST

8:30 AM REGISTRO

Descripción:

(A la entrada del salón Uxmal del Hotel Presidente Intercontinental)

9:00 AM PRESENTACIÓN DEL FORO

(Salon Uxmal)
Presenta:

  • Ximena Cassab, Editora y Reportera, Portada
9:00 AM VIP Breakfast - Invite Only

The main sports events over the next 4 years and how your brand should take advantage of them.

Moderator:

  • Brian Cristiano, CEO, Bold Worldwide

Sponsored by:

  • YuMe

 

9:00 AM 10 FACTS THAT MAKE MULTICULTURAL MARKETING GREAT

WELCOME & INTRODUCTION:

  • Steve Smith, Editorial Director Events, MediaPost
  • Marcos Baer, Publisher, Portada

 

Description:

10 facts that make multicultural marketing exciting and how they are reflected in the program of our 10th annual conference.

9:00 AM Registration and arrivals

9:05 AM MULTICULTURAL SHOPPER MARKETING: THE STATE OF THE ART

A major CPG and several big-box retailers delve into their best practices and ideas that are transforming the discipline...
Moderator:

  • Trevor Hansen, CEO, Motivate

Panelists:

  • Claudia Moreno Escobar, Senior Manager Multicultural Marketing, Kellogg
  • Tracy Galindo, Marketing Specialist, Jewel Osco
  • Randy Stockdale, Chief Marketing Officer, Solex Marketing Solutions
  • Maria Cristina Rios, Director Multicultural Strategy , Macy’s

Description:

• What a major CPG marketer needs to take into account to design a Hispanic Shopper Marketing Program
• How regional Hispanic targeted retailers are revolutionizing the industry
• In-language and In-culture marketing and more…
• Why digital has changed the path to purchase forever

9:10 AM DE CONTENIDO A PERFORMANCE: CÓMO AMBOS SE INTERCONECTAN

Durante la sesión se servirá un desayuno patrocinado por Taboola

Presentado por:

  • Juan Carlos Valdés, Head of LATAM Media Sales, Taboola

Descripción:

Taboola presentará diferentes casos donde el contenido juega un papel importante para incrementar conversiones en campañas de performance:

Industrias previstas: Viajes, Tecnología, Finanzas, Entretenimiento & Automotriz

9:45 AM Introduction

  • Zev Gollender, VP Media Sales, Taboola
9:50 AM MODERN LEAD GEN:

How to generate, engage and convert multicultural leads with Social Media and Native.

Moderator:

  • Nelson Pinero, Senior Partner, Senior Digital Director, GroupM Multicultural

Panelists:

  • César Taveras, Online Marketing Manager - U.S. Hispanic Market, Rossetta Stone
  • Shimah Akrami, Senior Media Services Manager Multicultural Marketing, Comcast
  • Zev Gollender, VP Media Sales, Taboola
  • Leyda Reyes-Rodriguez, Partner and Multicultural Director, Maxus

Description:

  • Lead generation and conversion through sequential targeting.
  • While the consumer is there, the analytics and the metrics are not there yet.
  • Brand marketers explain why the multicultural consumer should be led with mobile and social first.
9:50 AM Discovery: Intersection of Content and Conversion

Jennifer Sanchez, Media Sales Manager, Taboola and Carl Bauml, Team Lead - Media Sales South East, Taboola discuss the following:

    • What is content marketing?
    • Why invest in content marketing?
    • Which companies are doing it right?
10:00 AM REGISTRATION

INTRODUCTION BY:

  • Susy Rosado, MC
10:10 AM MERCADOTECNIA DEPORTIVA: CÓMO ALCANZAR AL CONSUMIDOR MEXICANO CON CONTENIDO DEPORTIVO

Conversación entre dos expertos:

  • Mauricio Pallares Coello, Director Corporate Marketing, BBVA Bancomer
  • Emilio Trabulse, Director de Marketing, Grupo Martí

MODERADA POR:
Juan Ignacio Blanco, Managing Director, BRC Group

Principales puntos:

Dos líderes en mercadotecnia deportiva conversan sobre cómo usan contenidos deportivos para fomentar sus marcas:
Puntos de discusión:

  • Segmentación de audiencias
  • “Deporteísmo”: La “moda” de estar saludable y sentirse bien
  • Activación de campañas:La relación entre patrocinios con BTL y ATL
  • El papel de los patrocinios de fútbol
  • Tendencias en marketing deportivo
10:15 AM One-to-One Interview

  • Hallie Davison, Managing Director, Latin America, Colloquial
    Interviewed by Juan Carlos Valdes, Sr. Manager, Media Sales LATAM, Taboola
10:15 AM (Ashe Auditorium Foyer)

Registration:

Register and meet fellow #PortadaLat attendees

 

10:30 AM MARKETING TO THE LATINO MILLENNIAL:

To a large extent Corporate America’s future depends on effectively engaging the Latino Millennial.

Moderator:

  • Jeffrey Duque, VP Client Solutions, Studio Ñ

Panelists:

  • Nelson Peña, Vice President Global Foods; Nestlé
  • Stephanie Shannon, Culture and Segment Strategist; Verizon
  • Janina Delloca-Pawlowski, Multicultural Marketing Manager, Dunkin' Brands

Description:

What you need to know to emulate the success of innovative brands:

• Omnichannel marketing strategies
• Branded video content
The key role of influencer marketing
• The latest research and more

10:30 AM Coffee Break

10:35 AM PLATFORMS, FORMATS, REACH

What Brands, Agencies and Media Owner’s need to know about the latest developments in Latin Online Video.

Moderator:

  • Andrea Santiago, Director Client Services, Nielsen-IBOPE Mexico

Panelists:

  • Carlos Espíndola,Gerente eHub Latinoamérica, 3M
  • Adriana Grineberg, Head of Operations Miami, Facebook
  • Veronica Chanrai, VP Regional Director Latin America, MediaVest Group
  • Jayson Dubin, CEO & President, Playwire Media

Description:

Experts from the agency, brand and media side will discuss what online video platforms and formats work and what role regional and local reach play for the efficiency of campaigns.

• What works when: Pre-roll, Rich Media, Product Placement

• Programmatic Video Buying

• Inventory: Local and Regional

• Targeting Accuracy

10:45 AM

Data Marketing Forum (Breakout Room)


THE IMPERATIVE: THE USE OF ANALYTICS TO INCREASE MULTICULTURAL MARKETING EFFICIENCY. A PRIMER

Presenter:

  • Mebrulin Francisco, Partner, Director Marketing Analytics Multicultural, GroupM

While Latin audiences over index in tech usage, the brand marketers targeting them often lack modern marketing analytics.
Learn:

  • How combining qualitative and quantitative data can deliver a holistic view of Hispanics
  • What is Hadoop?
  • Big Data vs. Small Data

 

10:50 AM VIDEO: LO ÚLTIMO EN SOCIAL VIDEO/LIVE STREAMING Y OTROS HITOS

MODERADOR:
Omar Medina, CEO, Plusmedia

Principales Panelistas:

  • José Antonio Viesca Muriel, CCO, Zoomin.TV
  • Raul Aguilar, CEO, Nurun
  • Rebeca Ricoy, Digital Strategies Sr. Manager NoLA, Avon

Description:

El video en línea está revolucionando a la mercadotecnia y los medios. Aprenda como usar las distintas facetas de esta tecnología relativamente nueva.

  • Live Streaming (Video en tiempo real)
  • Formatos (pre-roll, in-banner, in-stream y mas)
  • Branded Content
  • El papel de la compra programática
  • Y mas….
11:00 AM ENGAGING LATIN AUDIENCES WITH CONTENT MARKETING

Moderator: Zev Gollender, VP Media Sales, Taboola

Panelists:

  • John Santiago, CEO & Founder, M8
  • Felipe Rey, Director, Digital Business Development, Univision
  • Tiago Silva, Business Leader Regional Digital Marketing, Mastercard

Listen as our panel of experts provide their tips and tricks for creating content at scale for multiple markets and what trends they see on the horizon for 2016.

 

11:15 AM CASE STUDY: HOW ADVERTISERS CAN GET MORE FROM THEIR VIDEO ADVERTISING BUDGET

A PRESENTATION BY:

  • Maya Kosovalic, Digital and Media Communications Manager, L’Oréal
  • Joann Chea, Head of Socialyze, Havas Social Media Division
  • Eric Tourtel, Senior Vice President Latin America, Teads

Description:

• With half of the online video being unviewable, according to the MRC standard (50% of the surface in view for at least 2s), there is room for optimization of online video advertising.

• Looking at the results of the latest Giorgio Armani fragrances digital video campaign in Brazil, Teads, Havas and L’Oréal Travel Retail Americas will explain how they navigated the viewability challenge resulting the brand.

11:15 AM MORNING BREAK

Enjoy coffee and beverages while you talk to colleagues and prospects

11:15 AM

Data Marketing Forum (Breakout Room)


HISPANIC CONSUMER: DEFINING, REACHING AND CONNECTING WITH HISPANIC AUDIENCES

Moderator: Mebrulin Francisco, Partner, Director Marketing Analytics Multicultural, GroupM

Panelists:

  • Ana Crandell, Group Account Director, OMD Multicultural
  • Oscar Padilla, Senior VP of Marketing and Digital, Pulpo Media
  • Yamilet Bermudez, Media Operations Director - IPG Mediabrands

How Big Data is reshaping the understanding of the Hispanic consumer.

Benchmarks: How brands need to figure out internally how to measure their success against the Hispanic audience.

 

11:25 AM RECESO Y REFRIGERIO

(A la entrada del salón Uxmal)

11:45 AM BREAK

11:45 AM DELIVERING OVER THE TOP TELEVISION

A Conversation between two major Thought Leaders and Trendsetters in the Global Online Video Space.

Speakers:

  • Juan Carlos Santamaria, VP - General Manager, Kaltura in conversation with
  • Jan Riemens, CEO, Zoomin.TV

Description:

• What tools are required to deliver Hollywood grade content?

• What are some best practices to keep viewers engaged?

• How does an international media company produce content in 17 languages and generate almost 4 billion video impressions per month

• How are some of the world’s leading media companies creating and monetizing new OTT experiences?

11:45 AM Conclusion of Event

11:50 AM DE SOCIAL MARKETING A COMERCIO ELECTRÓNICO: OPORTUNIDADES Y DESAFÍOS

MODERADORA:

  • Juliana Sarria, Pepsico Beverages, Gerente de consumer Engagement-Gepp

Panelistas:

  • Regina Moreno, Head of Digital Marketing, Volaris
  • Carlos Saldivar, Director de Estrategia y Desarrollo de Negocio, iProspect
  • Alejandro Salazar, Director Comercial América Latina, Sojern

Principales puntos

La conversión de los centenares de millones de usuarios de social media en ventas via comercio electrónico supone el santo grial de todo profesional de mercadotecnia digital. Los panelistas contestarán preguntas como las siguientes:

  • ¿Sirve social media para convertir a usuarios o es más bien un medio de branding? ¿Qué particularidades tiene la categoría de viajes? Consejos de gerentes de marca y ejecutivos de agencias.
11:50 AM CROSS-DEVICE: USING DATA MARKETING TO CLOSE THE GAP IN THE MOBILE WORLD

Moderator:

  • Ronald Mendez, Managing Partner, Multicultural Lead, Mediacom

Panelists:

  • Boris Litinov, Digital Manager, Gravity Media
  • Nakesha Holley, VP, Integrated Communication, Uniworld
  • Amy King, Director Product Marketing, MaxPoint

Description:

• By connecting users across all of their devices data can be collected to gain a better understanding of the consumer world.
• Get a complete view of consumers and their purchase behaviors.
• Learn how to target and segment multicultural audiences by location.

12:00 PM

Data Marketing Forum (Breakout Room)


OFF-LINE ANALYTICS AND DIGITAL PRECISION

A Conversation Between:

  • Francisco Morillo, Digital Marketing Manager, Xoom, in conversation with
  • Jose Luis Valderrama, CEO and Founder, Hispanic Group

Learn from brand and agency partners reaching out to the Hispanic consumer how location and “off-line” analytics are transforming digital marketing.

12:30 PM ONLINE VIDEO POWER CONNECTION

Putting together Online Video Content Creators and Multichannel Networks targeting the Latin World (U.S. Hispanic market, Latin America and Spain)

Moderator:

  • Pablo Silva, Director Product Innovation, Viacom

Panelists:

  • Fabienne Fourquet, CEO and Co-Founder, 2Btube
  • Luiza Ricupero Negret, VP, StyleHaul Mundo
  • Ulysses Alvarado, Founder & CEO, Tu Vision Canal
  • Lynn Ponder, Founder, Webcity-Girls
  • Jeannette Kaplun, Founder and Chief Content Officer, Hispana Global
  • Martin Frontini, Managing Director Latam & Spain, Zoomin.TV
  • Carolina Ortiz, Lifestyle and Beauty Blogger
  • Daniela Ramirez, Lifestyle and Fashion Blogger

Description:

• The emergence of MCNs targeting the Latin World

• Requirements for excellent

• Online Video Talent in different Verticals

• Social Video

• Key reach and engagement metrics

• Monetization models for Online Video Talent

12:30 PM MÉXICO: PERSPECTIVAS PARA 2017 DE ANUNCIANTES Y AGENCIAS

Moderador:

  • Carlos Tomasini, Periodista Independiente

Panelistas:

  • Alejandro Cardoso Mendoza, Presidente y CEO Latinoamérica, Publicis
  • Lydia Suarez, Head of Media, Dentsu Aegis Network México
  • Elia Baltasar, Periodista
  • Martha González Gorgonio, eMarketing Leader , Consumer Health Care - LATAM, 3M

Principales Puntos

¿Cómo ven los líderes de la mercadotecnia y publicidad de México el panorama de 2017? ¿Qué factores politicos y económicos hay que tener en cuenta para el año entrante? ¿Qué estrategias predominarán para llegar a los consumidores mexicanos?

12:30 PM MULTICULTURAL IS THE NEW MAINSTREAM:

The view from the corner office

Moderator:

  • Guillermo Abud, Head of Global Business Development & Programmatic, Batanga Media

Panelists:

  • Jose R. Costa, Driven Brands, Group President
  • Dabo Che, Executive Creative Director, Spike, DDB
  • Sandra Howard, AVP-Advertising, AT&T
  • Lisa Torres, President Multicultural, Publicis Media

Description:

Client and agency side C-level executives explain why multicultural has become the new mainstream.

12:45 PM Break

Take a break and visit the exhibitors in the auditorium foyer.

1:00 PM REGISTRATION OPENS

1:15 PM REGISTRATION OPENS

1:15 PM LUNCH

1:15 PM DESPEDIDA

1:20 PM ADJOURNMENT

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:

  • Kyle Harris, EVP, The Mundial Group

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
  • Michael Tribolet, Co-Founder & CEO, YipTV

 

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

1:40 PM SETTING THE STAGE

Wake-up call for marketers! If you don’t engage the Latina Millennial your brand most likely will not make it.

WELCOME & INTRODUCTION:

  • Ali Curi, MC
  • Marcos Baer, Publisher, Portada

Description:

Why attending #Portada15, starting with the Sports Marketing Forum, is essential for any marketer who wants to succeed in Multicultural America.

1:45 PM THE DRIVERS OF THE MULTICULTURAL SPORTS MEDIA LANDSCAPE

The main sports events over the next 4 years and how your brand should take advantage of them.

Moderator:

  • Brian Cristiano, CEO, Bold Worldwide

Panelists:

  • Pattie Falch, Director Sponsorships & Events, Heineken USA
  • Russell Sargeant, Director, NBC Sports & Telemundo Global Sports Sales
  • Jimmy McIntyre, Director of Consumer Marketing at Sports Endeavors, Soccer.com

Description:

Marketers are keen to engage multicultural audiences with sports content, but the sports media landscape can be complex to analyze. Key Insiders will provide insights about their experiences with different properties and their demos.

2:10 PM LATAM SUMMIT KICK-OFF (Ashe Auditorium)

Presenter:

  • Ximena Cassab, Editor/Writer Portada (MC)
  • Marcos Baer, publisher, Portada

Opening Remarks

 

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
2:15 PM A CMO DISSECTS GLOBAL TRAVEL MARKETING TRENDS: Sharing insights about marketing 4,100 hotels in 100 countries

Kick-Off Fireside Chat:

  • Dorothy Dowling,Chief Marketing Officer, Best Western® Hotels & Resorts in conversation with
  • Adam Singolda, CEO & Founder, Taboola

Dowling recently was selected by Forbes as the #18 CMO in the world and #3 female CMO. The view from the top and the role of content marketing.

2:30 PM REGISTRATION

Register and meet fellow #Portadalat attendees.

2:30 PM AMAZING ACTIVATIONS

How best-in-class Marketing Campaigns engage the Sports Crazy Hispanic Consumer.

Moderator:

  • TBD

Panelists:

  • Jennifer Mc Bride Castro, Senior Brand Manager, Dish
  • Mariela Ure, SVP, Hispanic Segment Strategy, Wells Fargo

Description:

When it comes to engaging the Sports Crazy Hispanic, activation planning and details are key. Find out from three major brands how they plan and execute Hispanic Sports Marketing Campaigns. All you need to know. From Planning to the POS and from Influencer Marketing to Integrations.

2:45 PM DO MULTICULTURAL MEDIA AGENCIES HAVE A REASON TO EXIST?

Moderator:

  • Zachary Rosenberg, President, Milner Butcher Media Group

Panelists:

  • Mebrulin Franciso, Senior Partner, Director of Marketing Analytics at GroupM
  • Alejandro Solorio, Hispanic Marketing Director, Comcast
  • Gloria Constanza, Partner, Chief Contact Strategist, D'Exposito & Partners
  • Alexander Traverzo, Multicultural Marketing Director & Strategist, Hola
  • Lucia Ballas-Traynor, EVP of Ad Sales, Hemisphere TV

Description:
Leading practitioners will immerse themselves in the questions below:
• Are Hispanic marketing and media buying justified under the total market approach?
• Agency models for media and content development
• The role of the media agency in the age of programmatic audience buying

3:00 PM NEXT GENERATION MARKETING CHANNELS IN LATIN MARKETS: The Next Stage

Moderator: Carlos Espindola, E-hub Manager Latin America, 3M

Panelists:

  • Andres Franklin, Director Latin America, Sojern
  • Anthony DeMaio, VP of Global Advertising, The Washington Post
  • Johan Garcia, Growth Hacker / Performance Manager Open English

Marketing and content distribution technologies have taken Latin America by storm. Global and Latin American marketing and Media Players will spot the new trends that are already shaping the ecosystem.

3:00 PM KICK OFF

Introduction by:

  • Susy Rosado, MC and Marcos Baer, Publisher Portada
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
  • Edwin Hincapie, Multicultural Marketing Manager, Heineken

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.

3:05 PM BUILDING BRAND LEADERSHIP IN A DISRUPTIVE WORLD

Kellogg’s Global Marketing Strategy

Presentation by:

  • Jon Suarez Davis, VP Global Media Strategy, Kellogg Company

Description:

How to Leverage Innovation and off-line and Digital Sophistication to create Brand Equity in Latin America.

How to Leverage Innovation and off-line and Digital Sophistication to create

Brand Equity in Latin America. A in-depth look at how the global CPG Giant:

• Creates New Media Channels

• Turbocharges Content

Marketing Efforts and Develops New Audiences

3:15 PM CASE STUDY: LOS FANATICOS DEL FRIO

An interactive site for soccer fans and its substantial off-line integrations.

Presenter:

  • Gustavo Aguirre, Associate Brand Manager, Coors Light, MillerCoors

Description:

Coors Light’s Fanaticos del Frio revolutionized the way U.S. fans experience the Mexican Soccer League through an-in depth and interactive online soccer experience. A presentation by one of the main architects of this interactive content marketing effort and its off-line integration.

3:30 PM MEDIA AND TECH INNOVATORS SPEAK OUT:

How they meet consumers where they are now and where they are heading next.

Moderator:

  • Guillermo Arduino, Anchor and Correspondent, CNN

Panelists:

  • Leonor Palao, Manager Brand Marketing & Advertising, Oppenheimer Funds
  • Benjamin Krakow, Founder, Voter Guru
  • Michael O'Neil VP Programmatic Sales Triton Digital
  • Gonzalo Alonso. Managing Director Audio.Ad

Description:

Multicultural audiences are at the forefront of digital and mobile growth. New tech is continuously reshaping their expectations...

  • Streaming
  • Capturing Audience/Voter Preferences
  • Native ads
  • Social / Influencers
  • Programmatic audience buying….
3:45 PM COFFEE BREAK

3:45 PM TRANSFORMING THE DELIVERY OF ENTERTAINMENT CONTENT

AN ON-STAGE CONVERSATION BETWEEN:

  • Charlie Hunter-Schyff, Head of Planning & Insights, Mobile Advertising, Telefónica and Stephen Deane, Global Commercial Director, Guvera

Description:

Two experts discuss how mobility and other factors are changing the delivery of entertainment content and advertising forever.

• How brand and media owners need to adapt to a more demanding and agile consumer.

• The role of mobile media in Music and Entertainment Consumption

3:45 PM COFFEE BREAK

3:45 PM BREAK

4:15 PM MEET A LATINO NASCAR DRIVER

The complexion of NASCAR is changing. Hispanic drivers like NASCAR XFINITY Series Daniel Suárez are leading the ethnic diversification in this popular sport.

  • Daniel Suárez, NASCAR XFINITY Series driver.
    interviewed by Jairo Giraldo, el editor de Deportes de El Diario.

Description:

  • What goes on in the mind of a (Hispanic) race car driver?
  • Why ethnic diversification is key to Nascar’s Future
4:15 PM SHAPING THE FUTURE OF PANREGIONAL MARKETING: The Role of Miami

Moderator: Marcos Baer, publisher Portada

Panelists:

  • Yazmid Aguilar, Sr. Marketing Communications Mgr LATAM- Jarden Consumer Solutions - ‎Jarden Consumer Solutions
  • Alfredo Pedroso, Director of Panregional Ad-Sales, Sony Pictures Entertainment
  • Fernando Monedero, Managing Director, MediaBrands Miami
  • Benoit Wirz, Director Venture Investments, Knight Ventures

New technologies, currency devaluations and economic fluctuations are constantly redefining panregional marketing and the role of Miami as a Latin marketing center. Experts will answer questions including:

  • How can Miami add value to the future of panregional marketing?
  • Localized vs. centralized marketing strategies. How can they best complement each other?
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.

4:25 PM LUXURY GOODS AND SERVICES MARKETING IN LATIN AMERICA The State of the Art

The main sports events over the next 4 years and how your brand should take advantage of them.

Moderator:

  • Alexis Thanasoulas, Managing Director Latin America, ZenithOptimedia Group

Panelists:

  • Javier Martinez Staines, Director General Editorial, Televisa
  • Stephanie Peña, Regional Sales Director Americas, Longchamp
  • Jimmy McIntyre, Director of Consumer Marketing at Sports Endeavors, Soccer.com

Description:

Brand marketers from varied luxury goods and services companies dissect the main trends in Latin American luxury goods marketing.

• What moves Latin Americans to acquire Luxury Goods and Services?

• Panregional vs. local Marketing, when is there tension, when do they complement each other?

• Paid Media and Content Marketing in the Luxury Sector

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

Description:

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

4:30 PM THE TRENDSETTING MULTICULTURAL SPORTS CONSUMER

Why multicultural consumers sports affinities are trendsetting for the overall U.S. population. A review of the sports they most like and why.

Moderator:

  • Kyle Harris, EVP, Mundial Sports Network

Panelists:

  • Gustavo Guerra, Brand Director, Tecate & Tecate Light
  • Crystal Hudson , Principal Officer, Sports & Affinity Marketing, Amtrak
  • Jaime Cardenas , CEO and Founder, AC&M Group
  • Daniel Suárez, NASCAR XFINITY Series driver.

Description:

  • Soccer, Baseball, Hockey, Racing, Football or Boxing which sports are liked the most and by what demo?
  • Sports-Next: Wearables, Apps and Games. Health and Entertainment Trends for the Multicultural Consumer.
4:30 PM AWARD CEREMONY

Award Ceremony

Description:

Brand and agency executives from Portada’s Editorial Board will announce and greet the award winners in 12 different categories!

 

5:00 PM CASE STUDIES IN RETAIL BRAND COMMUNICATIONS

Moderator: Gustavo Garcia, EVP, Regional Managing Director, Ariadna

Presenters:

  • Juan Guillermo Restrepo, Digital Marketing Manager, Fallabella
  • David Fierro, VP Retail Bank Marketing, Banamex

New insights into how major Latin American retailers profit from online and offline marketing synergies. Case studies from a Mexican retail banking giant and a major Colombian e-tailer.

5:15 PM SPEED NETWORKING FUNCTION:

Meet dozens of brand marketing and agency execs.

Including:

  • Emma Vélez-López, AT&T Entertainment Group, Diversity Advertising
  • Manny Gonzalez, Senior Director-Multicultural at Moet Hennessy USA
  • Shirley Flores, Supervisor, Buying, OMD USA
  • María Fernanda Ordonez, VP Group Partner, Coca Cola Connections
  • Edwin Hincapie, Multicultural Marketing Manager, Heineken

Description:

Back by popular demand! After all the thought leadership and insights now it is time to make connections with decision makers at brands and agencies.

 

5:15 PM SPORTS SOCIAL MEDIA MARKETING

Trends and outlook for the evolution of different social media platforms. An evaluation for influencers and brands.

A CONVERSATION BETWEEN TWO EXPERTS

  • Ignacio Cassinelli, Co-Founder, Blogsi in conversation with Muhammad AL-Kahlout, Social Media Manager, 365 Inc

Description:

Social media platforms have changed tremendously since they emerged less than a decade ago. Find out from a major sports influencer and a top sports brand which social media platforms you should use and how.

5:15 PM HOW BOYCE AVENUE OUTDID BEYONCE AND WON THE INTERNET

Meet the most followed Band on the Internet

ON-STAGE CONVERSATION:

  • Boyce Avenue Band members in conversation with
  • Maria Jose Ezquerra, Head of Media, Havas Media

Description:

Boyce Avenue is the most followed band on YouTube with 7 million subscribers, more than Lady Gaga and Beyonce combined! Learn how the band uses Social and Mobile Media to amplify its messages and as a distribution method for its products: Records and Concert Tickets.

Advice for Brands.

• Key lessons to be learned for Enter-tainment Marketers

• Content Virality and Amplification

• Media and Branded Entertainment Integrations

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

6:00 PM EVENING PARTY (Riverwalk Terrace)

Enjoy drinks and snacks while overlooking Miami’s wonderful Bay.

6:00 PM EVENING PARTY

SPONSORED BY:

  • Guvera

Enjoy drinks and snacks while overlooking Miami’s wonderful Bay

6:00 PM ADJOURNMENT

6:15 PM ROOFTOP TERRACE PARTY

Presented by Batanga

Description:

Join conference attendees and speakers and have drinks and snacks while you enjoy views of the New York City skyline!



PARTNERS


VENUE

VICEROY-MIAMI (1)


Address:
485 Brickell Avenue, Miami, FL, 31131
Map and Directions

Website: http://www.viceroyhotelsandresorts.com/en/miami
Phone: +1 305 503 4400


About Taboola

Taboola is the leading discovery platform, serving over 300 billion recommendations to over 750 million unique visitors every month on some of the Web’s most innovative publisher sites, including USA TODAY, Business Insider, Chicago Tribune, and The Weather Channel. Headquartered in New York City, Taboola also has offices in Pasadena, London, Tel Aviv, New Delhi, and Bangkok. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences. Learn more at www.taboola.com and follow @taboola on Twitter.