The agenda for Portada Chicago on March 17 at the Chicago Architecture Center will feature senior brand marketers from Fortune 500 companies, including Brown-Forman, Constellation Brands, and Kimberly-Clark. Major media buying agencies that have already confirmed their presence include Horizon Media and Initiative. The Portada Chicago agenda will be anchored by two themes critical to marketing success over the next year: Marketing to diverse growth audiences and sports marketing, with a particular emphasis on the upcoming 2026 Soccer World Cup.
Kimberly-Clark, Brown-Forman to Lead Growth Audiences Marketing Conversations
Senior brand marketers will put their knowledge on full display at different sessions at Portada Chicago. Stacie Medley, Sr. Director, Integrated Media & Agency Relations, Kimberly-Clark, will kick off Portada Chicago with a headline interview. We will have the opportunity to hear her views on Data
Strategy, with particular emphasis on retail data. Stacie will also discuss how consumer needs are best served during times of cost pressures, among other topics.
Another session we are looking forward to is “MEDIA PLANNING AND BUYING: How Cultural Relevance Can Supercharge Your Buy.” Media-buying practitioners, including John Marson, SVP and Managing Director at Horizon Media, will discuss how cultural relevance can significantly boost advertising performance across different target segments. The crucial role of cultural relevance in
messaging (creative), Engagement provided by the media used, Programmatic vs. non-programmatic buys, AI: Incorporating a Predictive View into the Media Planning Process.
Diverse audiences in the U.S. are mass-growth audiences that disproportionately drive sales increases. The Hispanic market alone represents US$ 4.1 trillion in buying power and accounts for 1 in 5 people in the United States. That is why in-culture marketing and cultural fluency are critical to corporations.
Amy D’Souza, Integrated Consumer Experience Director, US & Canada, Brown-Forman, and Fabricia da Silva, Multi-Cultural Integrated Consumer Experience Manager, US Brown-Forman, will be speaking on the topic of ‘CULTURAL FLUENCY: Brown-Forman’s Framework for Growth’.
Portada Chicago Agenda: Sports and Soccer Marketing Subject Matter Experts
In preparation for the upcoming FIFA Men’s Soccer World Cup this summer, an astounding array of brand practitioners will take the stage at Portada Chicago, representing major brands and media agencies, including Constellation Brands, Motorola Mobility and media buying agency Initiative, part of Omnicom Group. The organization that arose from the recent merger between OMG and IPG.
Sessions where soccer and sports marketing experts will be discussing upcoming Men’s Soccer World Cup Opportunities and more , include:
SOCCER WORLD CUP MARKETING: Pulling all the levers
MODERATOR: Mauricio Ramirez, Senior Brand Manager, Modelo Oro and Modelo Especial, Constellation Brands
PANELISTS: Cesar Lanuza, Channel Marketing Manager , Motorola Mobility (a Lenovo Company), Connor McDougal, Director, Integrated Media – Modelo, Initiative additional speakers tba
THE ALLURE OF COLLEGE SPORTS FOR SPORTS MARKETERS: Opportunities Reaped/Lessons Learned
Brian Brown, Director, Lifestyle and Experiential Marketing (Modelo), Constellation Brands
In conversation with tba
MARKETING TO THE CHICAGO SOCCER FAN: Opportunities and Challenges
Dan Cohen, Senior Director & Communications and Brand , Chicago Fire FC interviewed by
