What: Marketing decision-makers and brand innovation experts shared insights on the advance of marketing technology and multicultural marketing at Portada New York on September 12. Here are some of the takeaways that you missed.
Why it matters: In its thirteenth annual edition, Portada New York gathered marketers and agency executives engaged with major brands, and provided a space for top-quality knowledge-sharing and networking.
This fragmented, hyper-connected world forces us to adapt to the new trends as soon as they appear. And even though data, the blueprint of this ship we’re all on, is there to guide us through the process, the fact is there’s too much of it available to even comprehend.
As demonstrated throughout the Portada New York series of talks on September 12, both brands and service providers are getting ahead, and it is precisely spaces like these that allow collective knowledge to grow.
Brand Innovation Experts at Work
During the private activities of the Portada Council System on September 11, three of the council units, the Agency Star Committee, the Brand Star Committee, and the Sports Marketing Board discussed relevant topics like improving communication between media planning and
investment teams, increased need for tech knowledge, the fluidity of multicultural identities, the impact of the current political environment in marketing campaigns, the momentum of women’s sports, and more.
Attendees could network with members of the Portada Council System the day after, and listen to the brilliant speakers on the Portada New York agenda. At the Portada Meet-Up session, ticket holders held one-on-one meetings with brand and agency executives of their choice. Here are some of the key takeaways of the #PortadaNY panels.
“Member journey analysis provides us with the information to assign different parts of our organization to a customer.”
(Kim Lauersdorf, Vice President, Marketing, EmblemHealth)
“5G is going to remove encumbrance for consumers to get to objects of fandom more often .and re-engage with them.”
(Peter Sorckoff, Founder & CEO, Seer World)
“Identifying consumer insights has become more important than ever. Creating intimate experiences is essential to engage like-minded consumers.”
(Manny Gonzalez, Senior Director, Trade Marketing-Cultural Diversity, Moët Hennessy USA)
“Our successful campaign is making the company reconsider how to think about multicultural.”
(Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural, KIA Motors America)
“You can’t just look at ratings. Millennials use many screens and multitask, but they are more engaged than ever although the viewership numbers may decline.”
(Nick Kelly, Head of US Sports Marketing, Anheuser-Busch InBev)
“Out of home didn’t use to be as important, now it’s a must. Together with digital, it makes a perfect match: DOOH has grown more than any other traditional media, and it creates the most awareness.”
(Jill Brooks, Business Development Director, LATCOM)
“African-American, Hispanic and Asian over-index as e-sports players vs. the general population.”
(Josh Cella, Head of Global Partnerships, Activision Blizzard Esports)
“Podcasts like Serial drive Superbowl size audiences. Podcasting also tends to skew younger.”
(Lisa Baird, CMO, New York Public Radio)