PORTADA Los Angeles

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 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

Bio soon.

Stephen Brooks

EVP

VidaPrimo

@VidaPrimo

Stephen Brooks

EVP
VidaPrimo
@VidaPrimo

Kate Canel

Director

Performance Media, The Shipyard

@TheShipyardCrew

Kate Canel

Director
Performance Media, The Shipyard
@TheShipyardCrew

Rajaa Grar

Senior Director, Global Brand Marketing

Paula’s Choice Skincare

@paulaschoice

Rajaa Grar

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

Janet Grynberg

Head of Content

Portada

@grynberg_janet

Janet Grynberg

Head of Content
Portada
@grynberg_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

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 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

Bio soon.

Sara Toussaint

Vice President, Sponsorships

Wells Fargo

@SaraToussaint

Sara Toussaint

Vice President, Sponsorships
Wells Fargo
@SaraToussaint

AGENDA

Portada Los Angeles 19

9:30 am

REGISTRATION OPENS

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

TBA

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