The 2024 Portada Awards celebrate excellence in multicultural marketing across various industries. These prestigious awards highlight the most innovative and effective advertising campaigns and inititatives targeting diverse U.S. audiences. Categories include “Experiential Multicultural Marketer of the Year,” “Soccer Advertising Campaign of the Year,” and “Multicultural OTT Advertising Campaign of the Year,” among others. Recipients are recognized for meeting or exceeding key performance indicators (KPIs) and for their campaigns’ creativity, originality, and inclusiveness. The awards honor efforts that embrace diversity, equity, inclusion, and belonging in marketing, showcasing the impact of targeted advertising on multicultural audiences.
Here we go…
Special Award: Experiential Multicultural Marketer of the Year: Inter & Co
Congrats Kaio Philipe, CMO, for your pioneering work particularly relating to soccer activations with Orlando City Club and Stadium.
Soccer Advertising Campaign of the Year Award: La Copa Es Nuestra, NBC Universal-Telemundo
The award recognizes an outstanding advertising campaign by a brand targeting U.S. audiences with soccer-specific content/creative. Brands and creative or media agencies can submit nominations for campaigns activated between April 1, 2023, and July 30, 2024.
The award recipient is determined based on the following criteria:
- Meeting/Exceeding the Campaigns’ key performance indicators (KPIs). Each submission must provide detailed information and data about the campaigns’ KPIs and fulfillment.
- Innovation and originality of the creative
- Originality of the media plan. Any type or combination of paid media qualifies.
And the Winner is La Copa Es Nuestra – NBC Universal Telemundo, Spark
Multicultural OTT Advertising Campaign of the Year Award: Metro by T-Mobile’s Nada de Bla Bla Bla (BarkleyOKRP/Initiative)
The Multicultural OTT Advertising Campaign of the Year Award recognizes an outstanding advertising campaign delivered through Internet streaming to mobile, desktop, and SmartTV devices.
The campaign targets primarily diverse consumers in the U.S., including Hispanic, African American, Asian American, and LGBT. Brands and creative and media agencies can submit nominations for campaigns activated between May 1, 2023, and April 30, 2024. The recipient is determined based on the following criteria:
- Meeting/exceeding the campaign’s key performance indicators (KPIs). Each submission must provide detailed information and data about the campaigns’ KPIs and fulfillment.
- The campaign has exploited how it capitalizes on the benefits of OTT delivery, including targetability, viewability, brand safety, cost-effectiveness, measurability, flexibility, and reach.
- Originality of the creative
- The campaign’s commitment to diversity, equity, inclusion, and belonging is reflected in the creative and media types and properties used.
And the Winner is Metro’s “Nada de Bla Bla Bla” Super Bowl Campaign- Metro by T-Mobile, BarkleyOKRP/Initiative
The Culturally Responsive Ad-Tech of the Year Award: Multicultural Predictive Audiences by AdTheorent
The Culturally Responsive Advertising Technology of the Year Award recognizes Ad Operations, including advertising technologies that embrace the fact that marketing in a multicultural America is, by definition, multicultural.
The nominated advertising technology can be software, including DSP, SSP, audience creation/first-party data platform, or a cross-platform measurement solution.
The award recipient is determined based on an assessment of the advertising technology’s ability to provide solutions to challenges, including:
- Inherent algorithm failures/lack of appropriate algorithms of many ‘general market’ DSPs.
- Disconnects between DSPs and SSPs
- It considers that higher price points may be required to engage diverse audiences effectively than for mass market campaigns.
- Incorrect advertising verification technologies.
- Not all DSP’s have extensive relationships with endemic media.
- The nominee must quantify how the nominated advertising technology fulfills the above criteria by providing an example and supporting data.
And the Winner is Multicultural Predictive Audiences AdTheorent
Multicultural Health Care Advertising Campaign of the Year Award: Some Things Come with Age: Some Don’t (Lopez Negrete)
The award recognizes an outstanding advertising campaign by a brand promoting healthcare products and services, including pharma, health services, and health insurance. The campaign primarily targets a diverse audience in the U.S, including Hispanic, African American, Asian American and LGBT.
Brands and creative/media agencies can submit nominations for campaigns activated between May 1, 2023, and April 30, 2024. The award recipient is determined based on the following criteria:
- Meeting/exceeding the campaigns’ key performance indicators (KPIs). Each submission must provide detailed information and data about the campaigns’ KPIs and fulfillment.
- Innovation and originality of the creative.
- Originality of the media plan. Any type or combination of paid media qualifies.
- The campaign’s commitment to diversity, equity, inclusion, and belonging is reflected both in the creative and in the media types and properties used.
And the Winner is Some Things Come with Age, some Don’t – Alzheimer Association, Lopez Negrete Communications
CHECK OUT THE PORTADA AWARD FINALISTS here!
