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Portada Awards: Why We Are Selecting These Four Key Award Categories

The reasons why we can't wait to celebrate award winners in four distinct categories. Plus, find out about our award jury of brand marketing and media agency executives. 

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Portada Awards: We want to select, promote, and celebrate the best in advertising and marketing in a multicultural America. Marketing to diverse audiences requires highly developed sensibilities and skillsets, especially in the four categories we selected: Culturally Sensitive Ad-Tech, Multicultural Health Care, Multicultural OTT, and Soccer Advertising. Effective marketing and advertising in these four award categories is paramount for corporate growth in the U.S. Below we explain the critical rationale for selecting these four Portada award categories.

Portada Awards Jury Members

We are blessed to have an awards jury of senior brand and media agency executives who are experts in the different facets of marketing to multicultural audiences:

Litthya Baez
, US Portfolio Lead Consumer & Shopper Insights, Haleon
Elizabeth Barrutia, Founder & President, BARÚ Marketing
Ed Carias, VP Marketing, Di Saronno
Karina Dobarro, EVP, Managing Partner, Horizon Media
Jennifer Garcia, SVP Data Science & Research, Publicis Media
Gabriela Harper, VP Multicultural, Zenith
Ronald Mendez, EVP, Cultural Investment & Strategy LeadEVP, Cultural Investment & Strategy Lead
GroupM
David Queamante, SVP, Client Business Partner, UM Worldwide
Wilson Santiago Soler, Sr. Multicultural Marketing Strategist, Rocket Mortgage
Emma Velez-Lopez, Sr. Manager, Brand & Advertising, Metro by T-Mobile

Additional Portada Awards jury members will be announced soon! Finalists will be unveiled on July 18, and winners will be announced and celebrated during the Award Ceremony at Portada Live in New York City on September 19!

1. Portada Award: Culturally Responsive Ad-Tech

WHY? It’s about time that some advertising technologies and related processes stopped being in the way of efficient engagement with multicultural audiences. “First and foremost, the algorithm is inherently inefficient,” an expert recently told Portada. Plus, a thriving Open Internet is essential for access and exposure to diverse opinions and views.

– 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 Portada award recipient is determined based on an assessment of  the advertising technology’s ability to provide solutions to challenges, including:

– Inherent algorithm failures 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. 

– The nominee must quantify how the nominated advertising technology fulfills the above criteria by providing an example and supporting data.

NOMINATE here by June 28!

2. Soccer Advertising Campaign

WHY?  Because soccer and fútbol matter more and more. Soccer-related advertising enters a pivotal year, with one of the biggest and globally recognized soccer events this Summer of 2024 (Copa America), the FIFA Club World Cup in June 2025, and the Soccer World Cup in 2026 happening in the U.S.

Portada’s Soccer Advertising Campaign of the Year Award recognizes an outstanding advertising campaign by a brand targeting U.S. audiences with soccer-specific content/creativity.
Brands and creative or media agencies can submit nominations for campaigns activated between May 1, 2023, and April 30, 2024.

The Portada 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.

NOMINATE here by June 28!

3. Portada Award: Multicultural Healthcare Advertising Campaign

WHY?  Because multicultural audiences are often underserved in healthcare and because diversity is a foundational and critical value for U.S. democracy. Plus, immigrants in states like New York frequently don’t know that they do have a right to healthcare regardless of their status.

Portada’s Health Care Advertising Campaign of the Year Award recognizes an outstanding advertising campaign by a brand promoting healthcare products and services, including pharmaceuticals, 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 Portada 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 as well as in the media types and properties used.

Nominate here by June 28!

4. Portada Awards: Multicultural OTT Advertising Campaign of the Year

WHY?  Brands that excel in advertising to diverse consumers in the U.S. will make significant gains in market share as multicultural audiences’ purchasing power skyrockets (check table below). Multiculturaludiences drive over-the-top media consumption, including mobile, desktop, and SmartTV.

Growth in Purchasing Power

Hispanic+ 320% to US $2.1 trillion
Black Americans+ 183% to US $1.7 trillion
Asian American+ 367% to US $1.4 trillion
White Americans+ 133% to $14.9 trillion

Note: Changes in purchasing power from 2000 to 2021
Source: The Collage Group

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.

– How the campaign capitalizes on the benefits of OTT delivery, including targetability, viewability, brand safety, cost-effectiveness, measurability, flexibility, and reach, has been exploited by the campaign.

– Originality of the creative 

– The creative, media types and properties used reflect the campaign’s commitment to diversity, equity, inclusion, and belonging.

NOMINATE here by June 28!

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