4 things to know


Pernod Ricard USA, Cardenas Markets, Honda… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Pernod Ricard USA


Pernod Ricard USA announced it has selected four agencies to support its storytelling and marketing efforts, to better represent Black, Asian American Pacific Islander (AAPI), LGBTQ+ and Hispanic/Latino communities across the U.S. — Casanova//McCann, Che Creative, Titanium Worldwide LLC and PLAN C Agency. These partnerships are part of the company’s larger commitment to invest in more inclusive marketing strategies overall. Casanova//McCann is one of the leading Hispanic integrated communications agencies in the U.S. CHÉ Creative is a full-service, culturally-led advertising and marketing agency based in Brooklyn. Titanium Worldwide LLC, a New York-based creative agency, that draws strength and combines the best specialized independent agencies with executive level attention and seamless knowledge-sharing. PLAN C Agency (PCA), a full service Asian American marketing and communications agency. 

  • Cardenas Markets

Apollo announced that funds managed by its affiliates (the “Apollo Funds”) have agreed to acquire Cardenas Markets (“Cardenas”), a leading grocery retailer focused on serving the Hispanic community, from investment funds affiliated with KKR, a leading global investment firm. Upon completion of the transaction, Apollo Funds will combine Tony’s Fresh Market, a Chicago-based portfolio company, with Cardenas Markets, which operates across California, Nevada and Arizona, to create a leading Hispanic- and ethnic-focused grocer. Both companies will continue to operate under their respective brands and local leadership, while benefitting from greater scale, complementary capabilities and an expanded operating footprint.Founded in 1981, Cardenas is one of the largest Hispanic grocery chains in the country. The Company operates 59 stores and sources products from over 500 vendors. The combined Cardenas-Tony’s footprint will span nearly 80 stores across the western and Midwest United States, with approximately US$1.8 billion in combined revenues. Sanders will serve as CEO of the combined company and Cardenas chain, while Frank Ingraffia will continue to serve as the CEO of the Tony’s chain. In 2016, KKR acquired Cardenas Markets from the Cardenas family with the thesis of transforming the business into a growth platform. Under KKR’s ownership, Cardenas doubled in size through a combination of organic growth and strategic acquisitions.   The transaction is subject to customary closing conditions and is expected to be completed by Q3 2022. Financial terms of the transaction were not disclosed.

  • Honda

Honda announced the expansion of its role as the official automaker of Team Liquid by securing their League of Legends and Academy team’s naming sponsorship rights, a first for an automaker in the League of Legends Championship Series (LCS) in North America. The naming rights deal – as Team Liquid Honda – also heralds the evolution of Honda’s esports and gaming journey as the brand reaches out to gamers at all levels to deepen its relationship with young, first-time and multicultural buyers. Team Liquid Honda will debut the team’s new name and its all-new jerseys at the 2022 LCS Summer Split, which begins June 17. Fans can explore and try on the new Team Liquid Honda jersey in augmented reality (AR) on Snapchat, available for pre-order now, at https://tl.gg/Honda. Honda became the official automotive partner and official vehicle of Team Liquid in 2019, and this new multi-year contract extension adds the League of Legends team’s naming rights to the sponsorship deal among other key elements:

  • All-new Team Liquid Honda jerseys feature the Honda logo prominently featured across the chest
  • Team Liquid Honda-branded vehicles for players and coaches will include the all-new Honda HR-V compact SUV and Civic Hatchback throughout the 2022-23 tournament season
  • All-new ‘Honda Lounge’ within the Team Liquid North America HQ, where Team Liquid Honda athletes can recharge and prep for tournaments and appearances
  • The social media accounts for Team Liquid’s League of Legends players will also reflect the new Team Liquid Honda branding with new banners and inclusion of player display names on Twitter, Instagram and YouTube
  • T-Mobile

T-Mobile marketing is kicking into high gear. Right as travel is on the rebound and inflation is on the rise, the Un-carrier (T-Mobile) is taking action to help people get back out there and save money. T-Mobile is kicking off its Coverage Beyond initiative and campaign on Tuesday, June 21. “All major media will be supported to promote the Coverage Beyond campaign including  TV, Out of Home and Digital,”  Jorge Martel, Vice President of T-Mobile’s Puerto Rico region tells Portada.



  • Nationwide Insurance

GroupM’s Essence has won the Nationwide Insurance media business as part of a new integrated agency team structure across the WPP network that brings creative, media and advanced data and analytics together to drive unique marketing results for the Fortune 100 company. “Nationwide is on your side” is at the heart of one of the most famous and trusted brands in the country, dealing in both insurance and financial services and featuring a mix of audiences and channels that offers interesting and educational exposure on one account. Essence will help build a new team with talent from across Ogilvy, Essence and the WPP network that is equally invested in both content and media to help push thinking forward. Combining the media, tech and analytical capabilities of Essence with the creative brilliance of Ogilvy will help to set a new standard for integrated marketing excellence to propel Nationwide’s business to new heights.

  • Upwork 

Upwork, a company that connects businesses with independent professionals and agencies around the globe, has appointed IPG Mediabrands‘ agency UM its media agency of record following a review, Adweek reported. UM will take on brand media strategy, planning, buying and data and analytics duties for Upwork. Last year, the brand spent US$20 million on media—US$12 million of which was in digital, according to COMvergence’s estimates.Portella led the Upwork pitch, which included two pitch meetings in which UM displayed a plan to Upwork that detailed how it could both raise awareness for the relatively young brand and also drive specific actions. Upwork was founded in 2015.

  • Father of the Bride/ Warner Bros

Gloria Estefan and Andy Garcia star as a married couple whose daughter surprises them with plans to marry her fiancé in Father of the Bride. The remake arrived on HBO Max last Thursday, June 16. This all-new “Father of the Bride” features a predominantly Latino cast.  The film was produced by Paul Perez, written by Matt Lopez and directed by Mexican Gaz Alazraki, all Latinos. Father of the Bride centers on a Cuban-American family’s unbreakable bond and “illustrates the surprising and funny ways the heart can adapt in the name of love,” per Warner Media. The latest edition of Father of the Bride is the third remake, behind the 1991 film starring Steve Martin and Dianne Keaton and the original 1951 film starring Spencer Tracy and Elizabeth Taylor. Father of the Bride is adapted from a 1949 novel of the same name. This film leans into the specificities of two different Latino cultures—Cubans and Mexicans—and shows the union of two beautiful, high-achieving Latino families.Father of the Bride is streaming exclusively on HBO Max. Those who already have HBO through cable can receive free access to HBO Maxand those who don’t, there are at least a couple of ways to land a free trial and stream Father of the Bride at no charge.

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Bimbo Bakeries USA

Bimbo Bakeries USA (BBU) published its 2021 Diversity, Equity & Belonging report, Our Foundation of Belonging. It highlights BBU’s 2021 accomplishments in its strategic framework of Workforce, Workplace and Marketplace and introduces three-year goals and commitments. Bimbo Bakeries USA is a proud part of Grupo Bimbo, the world’s largest baking company, who is committed to advancing Diversity, Equity and Belonging in all 33 countries where it operates.BBU’s 2021 Diversity, Equity & Belonging Report acknowledges the work accomplished since establishing a Diversity, Equity & Belonging function in early 2021. Highlights from the report include

  • Racial Equity Action Council (REAC): In 2021, BBU’s REAC influenced the company’s efforts to renew people practices, create a culture of Belonging, and promote racial equity in our communities.
  • Recruiting Enhancements: BBU expanded its diverse slate requirements to include diversity in both gender and race, as well as added its head of Diversity, Equity & Belonging in recruitment strategy and candidate debrief meetings.
  • Associate Development: All salaried associates are now required to take at least 1.5 hours of Racial Equity Strategy Training (REST) annually to continue BBU’s commitment to educate its associates on topics related to its Diversity, Equity & Belonging strategy.
  • Marketing: To reflect the marketplace it serves, BBU pledged to ensure diversity and equity across its marketing, inviting BBU’s Racial Equity Action Council into the company’s marketing assets review process.
  • Community Partnerships: In 2021, the company invested $1 million to national and local organizations dedicated to furthering the education, financial well-being and health of Black and minority Americans.
  • Supplier Diversity: BBU introduced a Supplier Diversity Program to partner with vendors with diverse experience, viewpoints and backgrounds.

Among Bimbo Bakeries USA’s three-year goals are increasing representation in all levels of its workforce, providing Diversity, Equity & Belonging educational programming and trainings for all associates, and expanding supplier diversity.

  • PepsiCo

PepsiCo, the National Hockey League (NHL) and its players’ association (NHLPA) have announced a multi-year extension of their North American partnership. The previous contract, which expires at the end of the 2022/23 season, was worth between US$10 million and US$15 million per year, according to SportBusiness. Financial terms of the renewal were not disclosed, and it should be noted that the sports drink brand category previously filled by Gatorade is not part of the extended partnership. PepsiCo will, however, maintain exclusive North American rights in the carbonated soft drinks, water, energy drinks and savory snack categories. The NHL said its long-running partner will continue to offer ‘innovative’ activations, as well as securing increased exclusivity around promotional opportunities. Strategic customer marketing and partnerships are also part of the agreement.NHL tent pole events, including All-Star weekend, the Winter Classic, Stadium Series, Heritage Classic and the Global Series, are also included, with each marquee element including a unique activation asset. PepsiCo will also retain digital platform inventory on league-operated media channels, with the NHLPA element of the deal allowing the company’s brands to continue using players in activations and marketing efforts.



In a historic first for sports, fans can stream every single MLS match through the Apple TV app, without any local blackouts or restriction.

Apple and Major League Soccer (MLS) announced that the Apple TV app will be the exclusive destination to watch every single live MLS match beginning in 2023. This partnership is a historic first for a major professional sports league, and will allow fans around the world to watch all MLS, Leagues Cup,1 and select MLS NEXT Pro and MLS NEXT matches in one place — without any local broadcast blackouts or the need for a traditional pay TV bundle.

From early 2023 through 2032, fans can get every live MLS match by subscribing to a new MLS streaming service, available exclusively through the Apple TV app. In addition to all of the match content, the service will provide fans a new weekly live match whip-around show so they never miss an exciting goal or save, and also game replays, highlights, analysis, and other original programming. This live and on-demand MLS content will provide in-depth, behind-the-scenes views of the players and clubs that fans love. A broad selection of MLS and Leagues Cup matches, including some of the biggest matchups, will also be available at no additional cost to Apple TV+ subscribers, with a limited number of matches available for free. As an added benefit to fans, access to the new MLS streaming service will be included as part of MLS full-season ticket packages.

The MLS live and on-demand content on the Apple TV app will be available to anyone with internet access across all devices where the app can be found, including iPhone, iPad, Mac, Apple TV 4K, and Apple TV HD; Samsung, LG, Panasonic, Sony, TCL, VIZIO, and other smart TVs; Amazon Fire TV and Roku devices; PlayStation and Xbox gaming consoles; Chromecast with Google TV; and Comcast Xfinity. Fans can also watch on tv.apple.com.

No fragmentation, no frustration — just the flexibility to sign up for one convenient service that gives you everything MLS.
Eddy Cue, Apple’s senior vice president of Services.

“For the first time in the history of sports, fans will be able to access everything from a major professional sports league in one place,” said Eddy Cue, Apple’s senior vice president of Services. “It’s a dream come true for MLS fans, soccer fans, and anyone who loves sports. No fragmentation, no frustration — just the flexibility to sign up for one convenient service that gives you everything MLS, anywhere and anytime you want to watch. We can’t wait to make it easy for even more people to fall in love with MLS and root for their favorite club.”

It’ll be incredibly easy to enjoy MLS matches anywhere, whether you’re a super fan or casual viewer.
Don Garber, MLS’s commissioner.

“Apple is the perfect partner to further accelerate the growth of MLS and deepen the connection between our clubs and their fans,” said Don Garber, MLS’s commissioner. “Given Apple’s ability to create a best-in-class user experience and to reach fans everywhere, it’ll be incredibly easy to enjoy MLS matches anywhere, whether you’re a super fan or casual viewer.”

At launch, all MLS and Leagues Cup matches will include announcers calling the action in English and Spanish, and all matches involving Canadian teams will be available in French. Apple and MLS will also provide enhanced league and club coverage for fans to easily follow the league or their favorite clubs in Apple News, with the ability to watch highlights right in the News app.

Complete details for the new service, including when fans can sign up, subscription pricing, specific details about the new MLS programming, an improved match schedule, broadcast teams, production enhancements, and pre and postgame coverage — as well as all the ways fans will be able to enjoy MLS content across the Apple ecosystem — will be announced in the coming months.

Major League Soccer is one of the fastest-growing soccer leagues in the world, more than doubling in size to 29 clubs over the last 15 years. The momentum will continue as soccer will grow throughout North America on the road to the 2026 FIFA World Cup hosted by the US, Canada, and Mexico. With players representing 82 countries, MLS has the most global player pool in all sports, and its fan base is one of the youngest, most diverse audiences in North American sports.

Pepsi, California Strawberries, Albertsons Companies… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.


  • Pepsi 

Pepsi Stronger Together and Grammy-nominated recording artist, entrepreneur and philanthropist Fat Joe are teaming up, in partnership with Gamesa Cookies, one of Mexico’s most beloved consumer food brands and largest manufacturer of cookies, to create a bigger stage for aspiring musicians and artists – by launching their first national scholarship search. The program, part of PepsiCo’s series of grassroots initiatives tailored to local communities, aims to support underserved youth nationwide by inviting students to apply to receive one of four US$25,000 scholarships towards an education in music and arts. The program kicked off in New York City on June 12 where Fat Joe will serve as Padrino (Godfather) of the Puerto Rican Day Parade on the Pepsi Stronger Together and Gamesa float. He will be joined by NYC radio personality Angie Martinez, former Bronx borough president Ruben Diaz Jr., and singer Tony Sunshine. Following the NYC kick-off, Pepsi Stronger Together and Gamesa will take the tour national with stops in Los Angeles, supported by internationally celebrated photographer and filmmaker Estevan Oriol, and Houston, with help from Texas rapper and scene icon Bun B, before culminating in Miami. The four scholarship winners will be announced in October at iHeartRadio’s Fiesta Latina concert in celebration of Hispanic Heritage Month. High school seniors nationwide can apply online at PepsiStrongerTogether.com until September 20, 2022. Each of the four cities will also feature a designated site where students can apply in person with the help of on-site staff, starting with Fat Joe’s UP NYC store in the Bronx. As an extension of PepsiCo’s Racial Equality Journey efforts, this national scholarship program focused on music and arts adds to PepsiCo’s community investment, which together with the PepsiCo Foundation, includes a commitment to provide more than 4,000 community college scholarships to support Black and Hispanic students pursuing 2-year and 4-year degrees.  

  • California Strawberries


The California Strawberry Commission hosted an exclusive “Million Ways to Love Strawberries” event at the Santa Monica Proper Hotel to celebrate peak strawberry season, the unique versatility and love consumers have for the vibrant, healthy berry, and the extraordinary people who grow them. California strawberry farmers Neil Nagata and Mayra Paniagua represented the hundreds of strawberry farmers who grow nearly 90 percent of the nation’s strawberries on less than 1 percent of the Golden State’s farmland. Many are second-and third-generation farmers with a long history of demonstrating love and care for the land and the people who grow and harvest the fruit, and for the communities where they live.  Without farmers and farmworkers, it would be impossible to get strawberries to grocery stores across the world. Celebrity actress, singer, entrepreneur and mom of three, Christina Milian was there to celebrate all things strawberries and share a special strawberry version of her beignets from Beignet Box. Other notable food and nutrition influencers were there to serve guests their fabulous strawberry creations, including:Arnold Myint, Matthew Biancaniello,Dani Flowers, Cecilia Cid, Mascha Davis, Donna Colucci and Aspacia Kusulas.

  • Albertsons Companies

Pacvue, a marketplace advertising platform, announced that it has partnered with Albertsons Media Collective, the retail media arm of Albertsons Companies, to expand access to on-site advertising. Consumer Packaged Goods (CPG) advertisers and their agencies can now leverage Pacvue to create, execute and manage sponsored product advertising campaigns on Albertsons Cos. Retail Media Network, powered by the CitrusAd open API, which connects Pacvue to the Albertsons Cos. eCommerce sites.Pacvue clients can now expand their advertising to this new retail media network while continuing to rely on Pacvue to holistically manage their campaigns across all retail media networks with consistent performance data, flexible reporting, and smart optimizations.With over 100 million shoppers across the country, including more than 2,200 store locations and approximately 30 million members of Albertsons for U™ loyalty program, media placements on Albertsons Cos. owned properties allow advertisers to reach more consumers through omnichannel retail. Now, advertisers can access the same inventory with the software provider of their choice.Built by eCommerce veterans and supported by an expert team of practitioners dedicated to guiding eCommerce advertisers through new ad strategies, Pacvue is uniquely positioned to help brands leverage the opportunities of Albertsons Cos. online media. The Pacvue Advertising platform includes AI-powered automation tools, fully customized reporting, and competitive intelligence to help brands compete and win.

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Cardenas Markets

Ontario, Calif.- based Cardenas Markets is expanding its Southern California footprint through the acquisition of six Rio Ranch Market store locations. Cardenas operates in California, Nevada and Arizona, with 51 stores under the Cardenas Markets banner, seven stores under the Los Altos Ranch Markets banner and one store under the Cardenas Ranch Markets banner. Rio Ranch Markets, founded in 1983, has only the six stores in Chino, Banning, Fontana, Perris, Riverside and San Bernardino, according to the release. During the transition period, no immediate changes are expected to the operations of Rio Ranch Market stores, Cardenas’ news release said. Rather, the group of stores will be gradually integrated. The transaction is expected to close by mid-July.

  • Volvo Trucks

Volvo Trucks North America has awarded Raleigh, NC-based  Baldwin& agency duties following a competitive pitch, Mediapost reported. Previously, Volvo worked with several agencies and there was no lead agency incumbent. The agency has been working with Volvo since 2021, serving as social media AOR. So the win represents an expansion of its remit. Baldwin& will handle all strategic advertising and marketing initiatives for the company. Media is not part of the remit.

  • McDonald’s

In McDonald’s latest OOH advertising campaign in the United Kingdom, a singular location pin is integrated into iconic McDonald’s products including a Big Mac, gherkin, strawberry milkshake and fries in the minimalist, graphic posters. The use of bold iconography, familiar colour palette and the use of ‘we deliver’ ensure the OOH creative is distinctly recognisable as from McDonald’s. The campaign is the latest in a series of minimalist OOH work from McDonald’s leaning on the power of the brand’s distinct visual assets, specifically the famous Golden Arches. The work follows McDonald’s latest campaign, one’s lovin’ it, which went live in May to celebrate Her Majesty The Queen’s Platinum Jubilee Pageant.Steve Howells, Director of Marketing & Media, McDonald’s, said: “McDelivery is a key pillar of our business. With this Pins campaign, we are reminding our customers that they can enjoy their favourite McDonald’s products, wherever they are, thanks to McDelivery.” OMD is handling OOH media planning and buying. 





EVANSVILLE, Ind.–(BUSINESS WIRE)–After providing ultra-high-speed 100 percent fiber optic internet directly to homes and businesses for 17 years, Metronet today announced a new look for the company that features a fresh, modern rebrand with vibrant brand colors while preserving a link to the previous branding style. Metronet’s new branding embodies a modern take on Metronet’s legacy green while mimicking the spacing from the original logotype. A sleek shade of purple has been introduced to the new design type, symbolizing Metronet’s dedication to remaining innovative and committed to bringing customers fast, reliable service through state-of-the-art fiber optic technology.

As a forward-looking, strong, and friendly fiber optic provider, Metronet is dedicated to providing residential and business customers with a superior internet experience with access to unparalleled customer service, future-proof infrastructure, and an experience customers love. Alongside new branding, Metronet has officially launched a new website, featuring improved usability for customers interested in Metronet services at metronet.com.

Metronet storefronts and trucks will soon transition to the new branding, adding a vibrant and recognizable touch of color throughout the communities the company serves. Select local storefront locations have already transitioned to the company’s refreshed branding.

“The rebranding reinforces Metronet’s commitment to the communities we serve,” said Mindy Wingert, Metronet Vice President of Marketing. “We are driven to help our customers love their internet. This commitment means we provide a superior fiber optic product, and we push ourselves to deliver a superior experience. The new tagline is more than a motto, it is our mission: you will love your internet with Metronet.”

Metronet builds and operates fiber optic networks with symmetrical upload and download speeds of one gigabit or higher connected directly to homes and businesses throughout 16 states, serving more than 250 communities. With a future-proof infrastructure, Metronet’s services can scale to higher speeds with more options available in the near future. Metronet is dedicated to connecting America’s underserved cities and towns and bringing state-of-the-art fiber optic connections for workers, businesses, schools, hospitals, government facilities and homes.

To learn more about Metronet, please visit metronet.com.

About Metronet:

Metronet is the nation’s largest independently owned, 100 percent fiber optic company headquartered in Evansville, Indiana. The customer-focused company provides cutting-edge fiber optic communication services, including high-speed Fiber Internet and full-featured Fiber Phone. Metronet started in 2005 with one fiber optic network in Greencastle, Indiana, and has since grown to serving and constructing networks in more than 250 communities across Indiana, Illinois, Iowa, Kentucky, Michigan, Minnesota, Ohio, Florida, North Carolina, Virginia, Texas, Wisconsin, Missouri, Colorado, New Mexico, and Louisiana. Metronet is committed to bringing state-of-the-art telecommunication services to communities — services that are comparable or superior to those offered in large metropolitan areas. By offering XGS PON technology, Metronet can easily carry its communities into the future of 5GB service. Metronet has been recognized by PC Mag as one of the Top 10 Fastest ISPs in North Central United States in 2020 and Top 10 ISPs with Best Gaming Quality Index in 2021. Broadband Now has recognized Metronet as the Top 3 Fastest Internet Providers and Fastest Fiber Providers in the Nation in 2020, and #1 Fastest Mid-Sized Internet Provider in two states in 2020. In 2020, Metronet was awarded the Vectren Energy Safe Digging Partner Award from Vectren. For more information, visit www.Metronet.com.


Katie Custer


Latino Media Network gets US$ 80 million funding and buys 18 TelevisaUnivision radio stations, MoEngage, Emigdio Rojas, Jessica Ricaurte ….companies are bought and sold, people change positions, get promoted or move to other companies. Portada is here to tell you about it.


Latino Media Network Announces US $80 million Funding, Buys Televisa Univision Stations…

Latino Media NetworkLatino Media Network (LMN) a media company focused on content creation, talent incubation, and distribution across multiple platforms announced its formation. LMN raised over US $80 million, the largest funding round to date for a Hispanic owned media company, and larger than Canela Media’s US $32 million funding round earlier this year. LMN also announced that it signed a definitive agreement with TelevisaUnivision to purchase 18 radio stations in 10 cities from coast to coast in a US $60 million all cash deal. The 18 stations in the deal are a combined set of AM and FM stations  in the largest US markets, and 8 of the top 10 Latino markets, reaching 33% of U.S. Latinos: LA, NYC, Miami, Houston, Chicago, Dallas, San Antonio, McAllen, Fresno, and Las Vegas. These stations primarily consist of sports, entertainment and music programming. Transition of the stations will happen following FCC approval and a one year transition agreement between TelevisaUnivision and Latino Media Network, which is expected to conclude in Q4 of 2023. LMN is in the process of recruiting outstanding talent and will make an announcement about the senior management team later this year. LMN intends to retain current TelevisaUnivision employees who work at the stations included in this acquisition.
Founded by social entrepreneurs Stephanie Valencia and Jess Morales Rocketto and backed by several Latino luminaries, LMN has the mission to help Latinos make sense of the world and their place in it by inspiring, informing and celebrating Hispanics through an audio focused multimedia network. The network will embrace cultural pride by telling Latino stories, addressing community concerns and talking about opportunities for a better future. Board members, investors and advisors include Maria Elena Salinas, Eva Longoria,  Eduardo Padron: Dr. Eduardo Padrón, Monica Lozano and Christy Haubegger. 
LMN has secured equity investments from leading Latino investors, and debt financing for the acquisition of the Televisa Univision stations from Lakestar Finance LLC, an investment entity affiliated with Soros Fund Management LLC.r creative vision,” said LMN Board Member Luis Ubiñas.

MoEngage’s New Funding

MoEngageMoEngage, an insights-led customer engagement platform announced that it has raised US $77 Million in Series E funding. The round is led by Goldman Sachs Asset Management and B Capital, with participation from the company’s existing investors Steadview Capital, Multiples Alternate Asset Management, Eight Roads Ventures, and Matrix Partners India.  MoEngage will use the additional funds to deepen its geographic footprint in the U.S., EuropeAsia, and Middle East markets and expand in new markets like Latin America and Australia. The funds will also be used to explore strategic acquisitions that can help extend its platform capabilities and provide more value to customers. AI-driven customer engagement technology is the next big frontier in Martech. Some experts have predicted that the customer engagement solutions market will grow to $32.2 billion in the next five years alone. Digital native consumers not only expect highly personalized interactions with brands across every channel, but research shows they will abandon brands that can’t deliver it. 


 Emigdio Rojas to Lead Simplicity in the U.S.

Emigdio RojasSimplicity, an international communication and marketing agency, announced the appointment of Emigdio Rojas (photo) as managing partner to lead its operations in the United States. Rojas has over 16 years of experience developing marketing and corporate communication strategies that connect with multicultural consumers in the United States and Latin America. Rojas will lead a multidisciplinary and multi-country team of professionals with extensive experience in different specialty areas, including corporate communications, public relations, digital, advertising, branding, and influencer marketing.



Ricaurte Joins Adsmovil as Chief Revenue Officer

Jessica RicaurteAdsmovil, a  Hispanic mobile advertising and digital media company, announced that Jessica Ricaurte  (photo) has joined the company as their new Chief Revenue Officer, leading sales for the entire Adsmovil portfolio, including the recently announced AVOD offering, Nuestra.TV.  Ricaurte brings over fifteen years of experience to her new position and comes from Yahoo! where she most recently served as a Global Agency Director. Prior to Yahoo! Ricaurte was a Sales Director at Adsmovil, so this is not her first stint at the company. Her extensive sales and management experience includes previous positions at Terra Networks, Audience Science and Televisa.

E-Commerce in Latin America is growing in leaps and bounds. To understand the growth implications and provide actionable insights to brand marketers, Portada and ComScore just published the 2022 edition of the Portada Insights Report, “E-commerce marketing in Latin America: data and lessons for brand executives” (Free, registration required).
The report analyzes the behavior of audiences on the web, apps and social media in the three largest markets in Latin America – Brazil, Mexico and Argentina – and in key e-commerce categories. In addition, dozens of brand marketers and e-commerce marketing experts provide intelligence and e-commerce marketing advice to fellow brand marketers.

Top E-Commerce Companies in Latin America

E-Commerce in Latin AmericaThe report also analyzes the expansion of online marketplaces in Latin America, the increased use of apps, particularly delivery and financial apps, and provides advice to brand managers on the best way to manage e-commerce campaigns in the region.
Readers of the report will also gain from the combination of insights obtained by Comscore data and the best practices, perspectives and views of the brand executives that are members of Portada’s brand marketer network ,as well as the viewpoints of marketing experts from Infobip, Latcom, Meltwater, ShowHeroes, and Yahoo.

“E-commerce trends are a reflection of various indicators in the economy in the different countries of Latin America – hence the importance of such a detailed analysis”, said Rodrigo Cerón, Senior Director, Global Marketing at Comscore. “Portada’s editorial vision together with Comscore’s data provide a comprehensive overview that we know will provide considerable support to the industry”.

The report, which can be downloaded here  (free, registration required),  answers crucial questions about e-commerce marketing in Latin America  such as:

  • How did online audiences (web and app) in the Food/Supermarket/Grocery, Department Store Malls, and Fragrances/Cosmetics categories evolve in the three main Latin American markets from 2019 to 2021?
  • What percentage of users of Brazilian Department Store Malls websites and apps use app-only to connect with retailers in this category?
  • Did the audiences of the top 4 online marketplaces in Argentina, Brazil and Mexico increase or decrease in the 2019 to 2021 time period?
  • Does social media marketing have a positive correlation with web/app visits on Latin American e-commerce sites?
  • Does programmatic display or social advertising work better for achieving conversions in online buying?
  • What other initiatives are useful for achieving conversions?
  • What case studies and actionable insights are there on customer service via social networks?
  • Which best practices are recommended for the use of CTV and Digital Out of Home in e-commerce marketing?

DOWNLOAD HERE (free, registration required).

In addition, to Comscore, the following companies partnered with Portada for the report.






Audible, Bazooka Candy Brands, Mastercard …and more brands targeting the Latin American consumer right now. Check our prior Sales Leads columns.

  • Audible

Provider of premium audio storytelling Audible, Inc., part of Amazon,  has selected Wavemaker as its´ new agency of record (AOR) for paid media worldwide, effective May 25th, 2022.Headquartered in Newark, New Jersey,  Audible operates 10 marketplace services. Wavemaker will handle Audible’s paid media activity across all 10 of these geographies. Wavemaker is a global media agency that’s provoking growth for clients like Mondelez, L’Oreal, ViacomCBS, Coinbase, and DoorDash. For Audible, Wavemaker will provide one global network of excellence through a connected team of passionate experts. 


  • Bazooka 

Bazooka Candy Brands, a division of The Bazooka Companies Inc. announced the promotion of two new Vice Presidents to join its leadership team. Becky Silberfarb and Lizzy Mangold. 

Becky joined Bazooka Candy Brands in 2016 as a Brand Manager and most recentlyheld the position of Senior Director of Marketing. During that time, she has led marketing across all brands in the Bazooka Candy Brands portfolio. In her new role as Vice President of Brand Marketing, Becky will oversee the continued growth of the organization’s marketing efforts as Bazooka Candy Brands expands with new audiences, new products, and new markets. She will also oversee marketing efforts for Latin America.

Lizzy Mangold joined Bazooka Candy Brands in December of 2011 where she started as an Associate Brand Manager. She has held various roles in brand marketing, international, innovation and e-commerce, culminating in her most recent role of Senior Director of Innovation and E-Commerce Marketing. In her new role as the Vice President of E-Commerce and Innovation, Lizzy will lead a cross-functional team in all aspects of BCB’s e-commerce initiatives and lead innovation strategy for the entire BCB portfolio. Prior to joining Bazooka Candy Brands, Lizzy was at The New York Cosmos, where she worked alongside the Chief Marketing Officer and Director of Communications to rebuild the legendary New York Cosmos brand, leading marketing programs and fan engagement. Prior to The New York Cosmos, Lizzy worked in marketing roles at integrated advertising agency, Digitas and Digitas Health.

  • Mastercard 

Southeast Asia and Latin America are strong growth regions for Mastercard after its withdrawal from Russia in March and India’s 2021 ban on it from issuing new cards, according to Reuters. Mastercard suspended operations in Russia – a market that accounted for roughly 4% its net revenue in 2021 – in March, over its invasion of Ukraine. Besides geography, the payment network company is also focusing on high-growth parts of the business, such as business-to-business payments flows, telecommunications and retail.



Portada LiveAt this exclusive event on September 29, 2022, US and LatAm Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.


  • Audi of America 

Ogilvy announced it has been selected by Audi of America as its new creative and strategic agency partner. Ogilvy will be responsible for developing innovative creative ideas that showcase Audi’s sustainable, inclusive, and innovative customer experience while delivering the sophisticated design, technology, and performance the brand is known for.This marks an expansion of Ogilvy’s relationship with Audi globally. The agency is also working with the luxury automaker in markets including South Africa, China, and Germany.



  • J&T Express 


J&T Express (“J&T”), an international express logistics company, announced that it has officially launched its network in Brazil. This is another major step in J&T’s expansion in the Latin American market, following the Company’s launch of the network in Mexico. With the market entry in Brazil, J&T Express has successfully established its presence in two of the largest economies in Latin America and expanded its global delivery network to 12 countries in Asia and Latin America.Brazil is the world’s fifth-largest country by land area. It is also the largest economy in Latin America with the biggest and most developed e-commerce market in the region. According to The Brazilian Electronic Commerce Association (ABComm), in 2021, e-commerce sales in Brazil grew 74% compared to 2019. The rapidly growing e-commerce market presents significant opportunities for the express logistics industry. J&T Express has established its distribution network across Brazil, covering all 26 states and one federal district.J&T Express’ network now spans twelve countries including China, Indonesia, Vietnam, Malaysia, Thailand, the Philippines, Cambodia, Singapore, the UAE, Saudi Arabia, Mexico and Brazil, and serves over 2 billion people.


  • Marriott International

With a dynamic and growing selection of all-inclusive experiences across the Caribbean and Latin America, Marriott International, Inc. announced the signing of Royalton Splash Riviera Cancun to join its growing all-inclusive portfolio. Expected to open in late 2022, Royalton Splash Riviera Cancun is owned and managed by Blue Diamond Resorts and will join the All-Inclusive by Marriott Bonvoy portfolio, which includes close to 30 immersive getaways in 8 locations across the Caribbean and Latin America.Set to debut in late 2022, the 1,049-room Royalton Splash Riviera Cancun will bring an exciting new all-inclusive resort and waterpark to one of the world’s most vibrant vacation destinations. Additionally, the resort is expected to offer encapsulating experiences through its distinct personality including a theater, bowling alley, unique water attractions and immersive culinary encounters at a dozen on-property restaurants and nine bars all amidst stunning views of the Caribbean Sea.Current all-inclusive resort locations include Antigua, Barbados, Costa Rica, Dominican Republic, Grenada, Jamaica, Mexico, and St Lucia.






Caterpillar Inc., JCPenney, Shell-Pennzoil… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Caterpillar Inc.

Caterpillar Inc. announced a multi-year sponsorship with Major League Soccer (MLS), the fastest growing sports League in North America. With the highest percentage of millennial and multicultural fans of any U.S. sport, the sponsorship is designed to amplify the Caterpillar brand to a broader, more diverse audience in the United States and Canada and to engage with the League’s passionate fans more deeply.The sponsorship of MLS supports Caterpillar’s efforts to evolve the brand, and ensure the company is representative of the many employees and customers it serves.As a part of the sponsorship, MLS will collaborate with Caterpillar to integrate Cat® products into the soccer ecosystem. Cat dealers will also have access to exclusive soccer experiences for their operators and customers as well as their families.Caterpillar recently collaborated with MLS in development of Cat Trials 12: No Hands, which features U.S. and International Federation of Association Football (FIFA) World Cup soccer legend, DaMarcus Beasley, teaming up with autonomous Cat equipment to make a trick.

  • JCPenney 

Dentsu X has been named media agency of record for Retail giant JCPenney, following a review. Dentsu x will oversee the US retailer’s full media spend and expand upon a successful 17-year relationship. Since 2005 dentsu has been a trusted and agile media agency partner for JCPenney, largely in the search and performance media space. Now, under this expanded relationship, denstu X will handle all media buying and planning across platforms, helping JCPenney to engage throughout the entire customer journey while driving greater value and results at the intersection of brand, customer and demand. Dentsu X has already begun onboarding the full media business. 

  • Shell-Pennzoil

Roger Penske signed a five-year contract extension with Shell-Pennzoil that covers Team Penske, IndyCar, Indianapolis Motor Speedway and most of Penske’s portfolio.Team Penske and Shell-Pennzoil have won 96 races together, including Joey Logano’s recent NASCAR victory at Darlington Raceway.The new deal has multiple layers and covers sponsorship of 30 races for Logano in NASCAR, as well as sponsorship of the Indianapolis 500 entries for Josef Newgarden (Shell V-Power) and Scott McLaughlin (Pennzoil).Shell-Pennzoil and Team Penske in 2011 restarted a relationship that began in 1983 when Pennzoil was sponsor of Rick Mears and won the 1984 and 1988 Indianapolis 500s in the car dubbed “The Yellow Submarine.”Other highlights of the deal include Shell becoming the official fuel supplier for the IndyCar Series; Pennzoil becoming the official lubricants supplier for Team Penske; and Pennzoil extending its sponsorship as the official oil and lubricant supplier for Indianapolis Motor Speedway and IndyCar.

  • Blue Diamond Growers

Blue Diamond Growers, one of the leading producers and marketer of almonds in the world,  has selected McKinney as their Agency-of-Record (AOR) for all the creative work across Blue-Diamond’s consumer-facing branded business, including Blue Diamond® Almond Breeze® and Blue Diamond® Snack Almonds. This new partnership will focus on expanding the brand’s reach into more US households by showcasing the healthy, flavorful and satisfying product choices within the Blue Diamond portfolio. Aside from being a well-known and loved CPG food brand, Blue Diamond is also an agricultural cooperative owned by thousands of family farms, which makes the successful marketing of its products even more important. Throughout the pitch process, McKinney demonstrated a great understanding of the industry and how purchase decisions are made, ultimately turning simple human insights into attention-grabbing creative work. McKinney participated in a highly competitive, several months-long pitch process alongside some of the top creative agencies in the country, and ultimately won after being one of the four finalists. The account will be led out of McKinney’s LA office, with support from team members in both its Durham and NYC locations. The first campaign from McKinney and Blue Diamond is set to break in January of 2023.

  • Sesame Workshop

Strategic marketing innovator Known has been named Media AOR for Sesame Workshop, deepening the relationship with the nonprofit educational organization behind Sesame Street. Working closely with Sesame Workshop’s audience development team, Known will handle all account management and execution for domestic paid media campaigns.Known will continue and further its work with the Sesame Workshop team to establish benchmarks for a range of upcoming campaign goals and will help optimize SEM and SEO strategy across the organization’s web properties.Known began working with Sesame Workshop in 2020 on a variety of strategic marketing initiatives, including audience research and data strategy, the development of data infrastructure across dozens of global sources, and an intelligence platform that aggregates 10 billion rows of such data into insights dashboards now used by the entire organization.


Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.


  • Subway 

Subway has appointed Omnicom´s FleishmanHillard as its U.S. PR AOR for brand and corporate communications, PR Week has reported. The appointment follows a three-round, invitation-only RFP process that began in December 2021 and ended in March this year, when FleishmanHillard also officially started working with the brand.  FleishmanHillard will be in charge of assisting the brand in its communications  and corporate perspective, including corporate narrative and storytelling, crisis and issues management and sustainability efforts. According to PR Week, Partner and SVP of brand marketing at FleishmanHillard Josh Holland will lead a team of eight core staffers on the account. The team reports to Christou and works closely with Brad Simon, senior director of brand comms at Subway, and Alyssa Goldfarb, senior director of corporate comms at the company.Current Global was the incumbent on the account.

  • Progressive Insurance® 

Progressive Insurance, one of the leading commercial auto insurers in the United States, recently launched the Driving Small Business Forward grant program in support of Hispanic entrepreneurs. Applications are now open for small business owners to receive one of 10 US$25,000 grants for use toward the purchase of a commercial vehicle for their business.According to McKinsey & Company, Hispanic entrepreneurs start more businesses per capita than any other racial or ethnic group in the United States, yet they face more challenges getting loans or capital from the investment community. With the Driving Small Business Forward grant program, Progressive hopes to support these owners with funds to take their business to the next level.In order to be considered, eligible small businesses must: Be majority (51%+) owned and operated by Hispanic-identifying entrepreneur(s), Have 10 or less employees, Have less than US$5M in annual gross revenue and have a demonstrated need for a commercial vehicle.Progressive is partnering with business accelerator Hello Alice to administrate the grant program. Applicants for the Driving Small Business Forward grant program have until June 17, 2022 at 6 p.m. ET to submit their application.


At a recent Portada Live knowledge-sharing event for brand marketers Erin Siegel, Senior Director, Public Relations & Executive Communications Century 21, asked other participants about the role Content Marketing for E-Commerce plays in their strategies. Specifically, Siegel asked what role content marketing plays in the online marketplace space and in D2C and how it is leveraged for brand differentiation.  

These are the answers on the all important topic of Content Marketing for E-Commerce by three expert brand marketers:

Content Marketing for E-Commerce
Salvador Padron Director, Sabritas, Ruffles and Mixes Marketing Pepsico.

“We use content marketing to differentiate us from our competitors. We do cooking recipes and more behind the scenes content. We also provide access to information that is not as public in other channels in order to give something extra to the consumers. As a result, consumers get more engaged and become more involved in the category. It’s not so much transactional but about the experience. Brands that can provide interesting content to consumers have an edge,” noted Salvador Padron Director, Sabritas, Ruffles and Mixes Marketing Pepsico.

It’s not so much transactional but about the experience.
Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle.

“Content marketing is very useful for us and we are also including brand health metrics in our content marketing initiatives in order to assess the overall picture. So perhaps a particular media has not been that strong in ROI terms, but did substantially reinforce brand attribute X or Y. Content marketing drives differentiation in order for consumers to be in a better position to convert later on,” mantained Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle.

Content marketing drives differentiation in order for consumers to be in a better position to convert later on.
Guillermo Rivera, VP of Marketing Merama.

“We have a channel optimization playbook including SEO which includes the ideal words for title, description, wording to use in certain marketplaces and not in others. A+ content, images, video to complement images and text. Our mission and obsession is to build the perfect SKU, and the best detail page we can have. We complement that with certain traffic testing from social media. We distribute that traffic to D2C or the online marketplace and analyze the differences in consumer behavior,” said Guillermo Rivera, VP of Marketing Merama. (Merama is a start up company valued at more than US $ 1 billion that invests in brands and readies them for the D2C and ecommerce world.)

Our mission and obsession is to build the perfect SKU, and the best detail page we can have.


Content for Ecommerce: Check out how Willow Innnovations and Primary Arms do it!   

Carl Friedrik, Pepsi™, Lyft … and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Carl Friedrik

Carl Friedrik, a luxury leather and travel goods company, has selected Issa PR, a luxury global strategy and public relations agency, as their US-based Agency of Record. The Scandinavian company is expanding its reach and launching in the United States this month. Centered on modernity and minimalism, Carl Friedrik offers a wide variety of stylish, durable and timeless goods – from refined leather accessories to hardwearing, elegant luggage pieces. Issa PR will handle all media relations and PR strategy in North America.Issa PR agency is co-headquartered in London and New York with team members across the US and Europe. 

  • Pepsi™

Last year, Pepsi introduced its #BetterwithPepsi campaign, promoting how America’s favorite foods (like burgers) indeed go better with a refreshing, crisp Pepsi cola.  Just in time for National Pizza Party Day on May 20, Pepsi reminded everyone that pizza is #BetterWithPepsi.In a recent study, 90%1 of people agreed that Pepsi is a perfect beverage complement to pizza, so it’s no surprise that 72%2 of national pizza locations currently serve Pepsi. To celebrate this truth, Pepsi took pizza enjoyment to the next level on National Pizza Party Day – last Friday, May 20. With help from the Culinary Institute of America (CIA) Consulting, a business unit of The Culinary Institute of America, Pepsi reimagined America’s favorite pizza topping, unveiling the world’s first Pepsi™-Roni Pizza.Since Pepsi is wildly known to also enhance the taste of pizza, the brand enlisted CIA chefs to reimagine and engineer a new type of pepperoni infused with the rich caramel notes and brown spices with the citrusy pop of Pepsi cola. The unique topping recipe designed by Pepsi and CIA Consulting includes a Pepsi® Zero Sugar reduction instead of the water typically used in pepperoni preparation and layers the sweet and citrus zests Pepsi is known for with the standard spice blends found in pepperoni. Last Friday, May 20  pizza fanatics located in New York City were able to try the first Pepsi™-Roni Pizza (for free!) in Lower Manhattan – the birthplace of pepperoni – only at Made in New York Pizza West Village (561 Hudson St, New York, NY 10014).The National Pizza Party Day promotion and limited-edition Pepsi™-Roni Pizza is the latest iteration of the brand’s Better With Pepsi creative campaign launched in 2021 which included 12 national commercials and proved the most popular cheeseburgers from the top three burger chains in the country went #BetterwithPepsi. As part of this #BetterwithPepsi program, Pepsi will debut another new suite of national television spots this summer. Better With Pepsi is more than a tagline for the brand, it’s an unapologetic reinforcement of how consumers enjoy Pepsi every day with their favorite foods.

  • Lyft 

Lyft has selected Mediahub to handle its U.S. media account, estimated to be worth around US$50 million annually, according to Campaign US.Mediahub won the account following a three-month competitive pitch review process run internally by Lyft.The new agency  will handle the transportation company’s U.S. media planning, buying, analytics and measurement duties. It will also work closely with IPG’s data arm Acxiom to identify consumer targets for Lyft.Lyft previously worked with VaynerMedia.The account will be led by Mediahub’s Los Angeles office, with support from across the U.S. network.


  • Audi

Audi of America has appointed Ogilvy as its creative agency of record, ending an eight-month review, Adage reported. Venables, Bell & Partners had held the account since 2007. The review began 10 months after Audi of America hired Tara Rush as its chief marketing officer.





Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Target Corporation / Ulta Beauty 

Target Corporation and Ulta Beauty shared details about the highly anticipated Ulta Beauty at Target, slated to begin rolling out in more than 100 Target stores nationwide and online with more than 50 specially curated prestige brands this August. The differentiated retail concept pairs Ulta Beauty’s industry authority with Target’s beloved experience, bringing a one-of-a-kind beauty experience to millions of guests. The companies are planning for these experiential “shop-in-shops” to reach a total of 800 Target stores across the country in the coming years.he two trusted retailers partnered to create an industry-first shopping destination based on their expertise in beauty, curation and guest-centric experiences. The Ulta Beauty at Target assortment of prestige brands includes, but is not limited to, the following: Anastasia Beverly Hills, Ariana Grande, bareMinerals, Bumble and bumble, Clinique, Drybar, IT Cosmetics, Jack Black, Juvia’s Place, MAC Cosmetics, Madison Reed, Morphe, PATTERN, Philosophy, Smashbox, St. Tropez, Sunday Riley, Tarte, The Ordinary, Too Faced, TULA Skincare, Ulta Beauty Collection and Urban Decay, among others. The full list of brands, including some that are exclusive to Ulta Beauty, can be found on A Bullseye View.The Ulta Beauty at Target locations will be found in Target stores across the country, complementing Ulta Beauty’s existing store footprint and making prestige beauty more accessible than ever before. The list of more than 100 locations at launch can be found here Ulta.com/Target, with additional locations to follow in the coming years. Bringing the experience further to life, Ulta Beauty-trained team members will provide guests with industry-leading beauty expertise to guide product discovery and selection. Each “shop-in-shop” will be prominently placed near the existing Target beauty section and will feature specialized displays, discovery zones, as well as on-trend, seasonally relevant offerings.The immersive experience will also live on Target.com and in the Target app with an elevated look and feel. Guests who shop Ulta Beauty at Target will benefit from rewards from both Target Circle and Ultamate Rewards. Those shopping online will enjoy free shipping for qualifying orders and Target’s industry leading, same-day fulfillment services, Drive Up, Order Pickup and same-day delivery with Shipt at participating store locations.

  • Natura &Co 

The Natura &Co group, composed of the brands Natura, Avon, The Body Shop and Aesop, potentiated its digital strategy by developing a new e-commerce experience on the websites of the four brands. The initiative was supported by Compass UOL, a global digital transformation company. Now, consumers can browse lighter websites, with up to ten times faster loading, even when experiencing slower connections and from less powerful devices.The new website interface was designed to facilitate access for customers, consultants and representatives to the product catalog, and mix offers and content in a balanced way, delivering information and shopping recommendations in a more intuitive and fluid way.From now on, the four brands will be able to replicate features developed in Brazil to other countries. In addition to this, they can launch a new e-commerce site in less time.Using the AWS cloud and the Salesforce’s e-commerce engine, Compass UOL restructured the architecture and the front end that supports the e-commerce platforms of the four group brands in Latin America, creating a unique code based on React and SPA technologies. The release was based on concepts of clean code, modular architecture, and decoupled software, and using the Lean project management methodology to guarantee the agility of the execution.The new modular structure allows the inclusion of new features more quickly, which can be replicated to any country. The project was conceived in a mobile-first concept, prioritizing access via smartphones, matching Brazilian reality.The reformulation was one of the initiatives that contributed to increase the number of pages visited in 218% and reduce 40% in the rejection rate during navigation.The implementation is already completed for all Latin America.




Wells Fargo Marketing is important. The financial institution is the t


Wells Fargo Marketing
Rebeca Vargas, Head of Marketing for Diverse Segments, Wells Fargo

Rebeca Vargas has been Asked whether her position at Wells Fargo is new or not, Vargas asserts that  “positions are defined by the person who has the position”. “It’s a new position because I approach diverse segment marketing in a unique way for Wells Fargo,” Vargas adds.

This is a new position because I approach diverse segment marketing in a unique way for Wells Fargo.

Vargas comments that looking back at the organizational structure, Wells Fargo has fluctuated in the past between a centralized and decentralized marketing structure. She explains that today there is a brand marketing team, which is in charge of branding the Wells Fargo brand as well as of the brand guidelines. In addition, there are  marketing teams along each line of business who do product marketing  e.g. consumer, home lending, credit cards etc.

Vargas leads a third ‘type’ of marketing unit as there is no one with a similar position to hers across Wells Fargo. The unit Vargas leads is embedded in the Consumer and Small Business Banking Unit, which is led by Mary Mack, Senior Executive Vice President and Chief Executive Officer of Consumer and Small Business Banking.

Wells Fargo Marketing Budgets

ImagenMarketing decision making is always more decisive and accountable if the decision maker is supported by a marketing budget (e.g.  Alfredo Rodriguez at Dish Latino.) This is also the case for Rebeca Vargas at Wells Fargo. Vargas and her growing team of 15 executives has 100% decision making power over marketing budgets targeting diverse segments (

responsibilities include the activation of Wells Fargo’s sponsorship of the Mexican National Soccer Team and cultural engagement campaigns at important holidays like Hispanic Heritage month.

In addition, Vargas has a more consultative role in advising Wells Fargo’s product brand marketing teams to develop acquisition campaigns reaching diverse consumers. “We provide advice  to make sure that those stories not only show people of color but resonate with diverse consumers. As an example of this collaboration with marketers in charge of different product units, Vargas cites direct mail campaigns where she makes sure that cultural insights are taken into account.

I have a dual role. I provide advice for total market and develop and execute our own segment marketing.

Wells Fargo Multicultural Marketing: Upcoming Initiatives

Vargas tells Portada about several advertising and marketing initiatives which will be launched in the next few months. “For the Hispanic segment, we are launching next month four new debit card designs in partnership with the Mexican Soccer Federation and the Mexican National Soccer Team. We have an affinity card with the team and as part of the logo change we developed four new debit cards.” The new debit cards will be promoted through TV, radio and social media campaigns in the third quarter. Additionally, at the end of the third quarter, Wells Fargo will be launching a sweepstakes campaign offering consumers the opportunity to fly to the Soccer World Cup in Qatar and watch the matches of both the Mexican and U.S. Teams. The sweepstakes initiatives, Vargas notes, will be supported mostly by Hispanic media properties.  For the African American market, Wells Fargo in April launched  the Wells Fargo HBCU Legends Collection, a new slate of 12 debit cards spotlighting the rich and vibrant legacy of historically Black colleges and universities, or HBCUs. More initiatives in partnership with HBCU are in store.

Multicultural Marketing is not DEI

DEI initiatives in Corporate America are clearly on the rise. In the case of Wells Fargo, there is a very focused and important effort in DEI (Diversity Equity & Inclusion). “For us DEI means making sure that we attract diverse talent, that we see opportunities for growth for diverse talent. That we work with companies that are owned by diverse entrepreneurs. It also means that we make sure that we support diverse communities in the U.S. and particularly in the places we do business,” Vargas claims. Examples include Wells Fargo’s partnership with Operation Hope,  a national non-profit dedicated to financial empowerment for underserved communities as well as Wells Fargo’s support of Unidos.US,  the largest Hispanic civil rights and advocacy organization.

I personally believe that recently in the U.S. with the growing importance of DEI, there has been a confusion between multicultural marketing and DEI efforts.

Vargas emphasizes that marketing to the diverse consumer is different to DEI: “I personally believe, that recently in the U.S., with the growing importance of DEI, there has been a confusion between multicultural marketing and DEI efforts.” She explains that there is a “whole team that does DEI and then there is my marketing team.” “We certainly collaborate but our team has different objectives which are separate from DEI. My team is responsible for acquiring diverse customers and for deepening relationships and serving them in the best possible way – e.g. that branches have the right bankers, in-language communications etc-. DEI has more overarching objectives in order to do the best thing for  suppliers, community and customers,” Vargas mantains.

An area where DEI overlaps with marketing and media is Wells Fargo’s commitment to minority owned media, the marketing executive asserts.  “We are committed and make sure that we support all suppliers of diverse origin. We are looking forward to collaborate with them. We support NNPA, Black Press Assosciation, and do many media buys with many Hispanic publishers,” Vargas concludes.





Further to the effectiveness drop in digital advertising, the brands have bet on OOH advertising in 2022. According to OOHToday.com, the revenue for out of home advertising has increased 17,6% when compared to 2021 and the growth rate is expected to be higher during the current year. Innovation, creativity, segmentation, flexibility and control are the competitive advantages offered by this media compared to other channels.

                                                                                                  Article provided by Portada partner WorldCom OOH
Although over the last decade the digital marketing channels have become the quickest and most innovative way to advertise, the effectiveness of the internet ads is decreasing. This drop is due to multiple factors. The excessive push on SEO marketing, the oversaturation of messages to catch the online users’ attention, the lack of trust of the consumer to social ads and the opportunities presented by the new trends such as the dynamic announcements, the mobile billboards in LED trucks and other interactive formats offered by the DOOH.

OOH allows advertisers reach their target in any situation because it intercepts the consumer wherever he is.

OOH advertising “allows the advertisers to reach their target in any situation because it intercepts the consumer wherever he is.  In addition to the variety of assets offered by this media, there are some disruptive elements that reinforce the communication, and very powerful measurement tools,” says Cesar Angulo, New Business Development Director for WorldCom OOH/Latcom. “In such way, Latcom Media Services gives our customers full control of their campaigns, from the loading of the brief to the reports delivery. One of the main differentials of this solution is that you can develop the best media plan in OOH because it allows optimization according to the customer’s goals. Thanks to LMS not only planning and execution are streamlined, but you can also count with detailed ROI and scope reports.”

Innovation Does Not Stop

The opportunities provided by OOH advertising are infinite and include classic billboards and MUPIs, LED screens with interactive advertising, murals, facilities in cinemas or airports and billboards in buses with smart devices that change in real time and with the localization of the advertisements according to demographic group.

And if there is something that makes this option even more attractive for planners are the accurate OOH media measurement systems, because of the availability of trustable tools including digital integration with promotional codes, QRs and landings. The metrics achieved from OOH allow quantifiable results, that could only be obtained in online campaigns.  This giant data ecosystem, also allows the advertisers to create more customized campaigns and to hyper segment according to very specific audiences.

OOH – and more specifically DOOH – is now able to provide brands with the confidence and the data to support successful media planning, giving them the ability to reach the consumers with relevant messages and to achieve a precise measurement of the results. To the channel omnipresence, with a wide variety of outdoor and indoor assets, it is added the accuracy of the results, the feedback from the audiences and the measurement in real time. Therefore, 2022 is the year when the brands double down to communicate in OOH.

To address the specific demands of the digitally engaged Hispanics, Latin2Latin Marketing + Communications (L2L), and Digo Hispanic Media Group (Digo), announced their alliance and partnership, consolidating strategic marketing and communications services with the support of their digital proprietary platforms and artificial intelligence to meet the needs of this hyper growth segment. Together, they are determined to position their alliance as the premier one-stop shop for companies looking to reach market segmentation through non-traditional media.

According to eMarketer, US Hispanic digital buyers are projected to reach 40.2 million or 75.2% of the US Hispanic population by 2025. The US Hispanic market has a purchasing power of 2T dollars and is the fastest growing segment projected to reach 71 million or 20% of the total US population by 2025.

Digital and programmatic marketing continue to strengthen, shifting how companies advertise and create campaigns utilizing market segmentation. The use of AI is playing a significant role in this sector that is continuously looking for advanced technological options to communicate with the public. The use of AI in marketing also improves the customer experience by gaining insight into ideal target audiences.

L2L has a 15-year trajectory establishing itself as a global marketing firm by creating award-winning concepts and unique strategic solutions for a renowned and pristine clientele to accelerate market growth and brand positioning. L2L continues to lead the industry with the announcement of their partnership with Digo, utilizing cookie-less technology to impact clients and the future of their businesses through the exploration of Digo’s powerful and rich first-party data to spark data connectivity and addressability.

Arminda Figueroa, CEO & Founder of Latin2Latin Marketing, and Augusto Romano, CEO of Digo Hispanic Media.

A successful example of the alliance between L2L/Digo is their recent collaboration for the campaign Vacunate Kansas, Por Los Nuestros. L2L was chosen from a national agency search to partner with the State of Kansas Department of Health and Environment (KDHE) for the COVID-19 Vaccine Outreach Campaign nine months ago. Digo boosted the initiative by using first-party data, third-party data, and proprietary AI technology targeted to specific audiences using “Digital Personas”.

This alliance allowed L2L to target unvaccinated Hispanics outside of traditional DMA’s and target rural Kansas where most vulnerable Hispanics to Covid 19 resided. By January 2022, 184,000 Hispanics were vaccinated, not only by changing behavior but debunking myths towards Covid 19.  Hispanics in Kansas now represents 56% lead in vaccination rates among all Kansans.

We decided to unite our efforts and platforms officially as one, as thought-provocateurs strategists, growth accelerators, marketing connectors and award-winning storytellers to meet the ever-shifting needs of our client-partners and establish them as industry leaders.

“Our experience working together with Digo has transcended client expectations as we continue to build culturally relevant solutions for our national and global clients to help them connect with their communities and expand markets. We decided to unite our efforts and platforms officially as one, as thought-provocateurs strategists, growth accelerators, marketing connectors and award-winning storytellers to meet the ever-shifting needs of our client-partners and establish them as industry leaders,” affirmed Arminda “Mindy” Figueroa, CEO & Founder of Latin2Latin Marketing.

Programmatic is here to stay and we can enable any campaign with powerful tools for programmatic buying, taking the digital strategy to new heights.

“Programmatic is here to stay and we can enable any campaign with powerful tools for programmatic buying, taking the digital strategy to new heights. We leverage our premium content to offer brands the opportunity to reach and connect with a True Premium U.S. Hispanic Audience through a culturally relevant and reliable network that’s publisher-owned and operated by the largest media groups in the Caribbean region, GFR Media of Puerto Rico, and Corripio Media Group of the Dominican Republic along with their leadership and partnerships in LATAM to access their publishing networks in the US. Our L2L/Digo union positions us as a powerful and premier solution to our client and business partners who want to connect with a specific market and do not have the tools or direct access to do so. As a source of the True Premium U.S. Hispanic Audience, we provide our clients with the reach and targeted solutions for all the different U.S. Hispanic segments and beyond. We have developed a risk-free Publisher centric model that offers more value and better monetization of our affiliates’ U.S. inventory,” noted Augusto Romano, CEO of Digo Hispanic Media.

The L2L/Digo Team has recently launched campaigns with clients in Florida, Arizona, Puerto Rico and Dominican Republic in breakthrough medical device, consumer products, government initiatives and political candidacy for Governor’s office in the Southwest.


In the past 10 years, the number of leading women in management positions has grown and broken the so-called “glass ceiling”. Some organizations prefer women in key positions, leading teams. An example of this are the 17 Argentinian women from the media, advertising and marketing industry, that were recognized as a part of the “Leading Women” global network. But, which are the advantages of female leadership and their impact on the organizations?

                                                                                             Article provided by Portada partner WorldCom OOH.

Women are specialists in crisis management and in adapting to changes. This ability to face processes outside comfort zones and tolerate uncertainties and ambiguities is essential for the success of any company. Besides, female executives have a bigger development of emotional intelligence and build very good work teams where they motivate without losing sight of the results.

Usually, leading positions are occupied by women when they belong to companies with policies that support gender equality, inclusion and diversity. This is because companies are increasingly discovering the advantages of female leadership: an inclusive management that tends to consolidate the group’s identity and strengthen the role of each of its members.

I believe that from my work place I can make a difference, working to create spaces with more solidarity and equity, and empowering teams.

Although there are many companies that work for reinforcing equality, there are many women that were able to open their way to a leading position based only on merit, even in predominantly masculine industries. These women, who broke the cultural stereotypes thanks to their will and capacity, serve as role models for many others who are still facing obstacles and challenges in their fight for occupying a management position.

Leading Women
Karina Vázquez, Karina Vázquez, Commercial Director for the Southern Cone, Mexico and USA in Latcom.

Karina Vázquez, Commercial Director for the Southern Cone, Mexico and USA in Latcom is one of the 17 executives recognized as one of the Leading Women. She said: “I believe that from my work place I can make a difference, working to create spaces with more solidarity and equity, and empowering teams”.

Over 550 women belong to the Leading Women global network (formerly called Women to Watch), a tribute to those women who significantly contribute to the communication world, that are drivers of change and make a difference both in and outside their organizations.

Women who leave a mark

The eighth edition of Leading Women, which distinguishes professionals of advertising, media and marketing agencies, took place on April 25 at the Four Seasons Hotel in Buenos Aires. During the event, women leaders and protagonists of Communication and Marketing in Argentina, called together by Ad Age and Adlatina, were gathered with the purpose of recognize the 17 new members of this group of “Professional Women who are leaving a mark in the industry”.

Leading Hispanic-Facing Media Company Announces Canela.TV’s Foray Into Originals and Details New Content Acquisitions; Canela Kids, New Spanish-Language Offering for Kids 2-12 To Debut August 2022; New Projects In Development at Canela Music; and Plans Revealed for the Newly Launched Innovation Labs In Silicon Valley Spearheaded by Former Pluto TV Chief Product Officer Shampa Banerjee.

Today, during a virtual IAB NewFront Presentation, Canela Media’s founder and CEO Isabel Rafferty shared news about the company’s next tier of content for Canela.TV and Canela Music, and also announced that the company will be adding to its growing portfolio of ad-supported brands with Canela Kids, a new Spanish-language AVOD destination for kids 2-12 launching August 16.

Canela Media
Canela Media’s founder and CEO Isabel Rafferty.

Canela Media, whose Q1 2022 revenue jumped a whopping 325% year over year, also unveiled plans for their recently launched Innovation Labs, a new division based in Silicon Valley that will use key learnings and advanced technologies to inspire innovations that make the media experience more immersive. The company will celebrate their first CincoDeFront event this evening at New York’s Paradise Club at The Times Square EDITION.

The insights we have about our passionate fans fuel all of our choices, which is what makes Canela the only real strategic AVOD player for Hispanic audiences.

Rafferty, who opened her presentation standing beside the Fearless Girl statue on Wall Street, said: “At Canela, we look to elevate our compelling narrative through a distinctly Hispanic lens, and this audience is never an afterthought – they are our primary reason for being. Our approach to alliances with brands as well as our work in original content must be authentic, disruptive, and empowering – for our viewers, our creators and our marketing partners. We will deliver all of that and more in 2022.”

She added: “The insights we have about our passionate fans fuel all of our choices, which is what makes Canela the only real strategic AVOD player for Hispanic audiences. We understand that the Latin viewer comes in many flavors – and the Canela community of offerings celebrates each of those identities including Afro-Latinos, Hispanic Americans, immigrants and many more.”

Previous partnerships

In the past year, Canela Media, the only female and minority owned Hispanic-facing media company offering true reach and scale, has partnered with numerous brands including Verizon, TurboTax, Target and Nissan with new alliances set with Pizza Hut, Unilever, Sephora, Mondelez and the Department of Health and Human Services in the coming months.

Also taking part in the session was Jerry Leo, Chief Content Officer, Canela.TV; Mario Torres, VP, Canela Music; Shara Ogg, Canela Media’s VP of Marketing, Andres Rincon, Senior VP of Sales; Matt Montemayor, SVP, Sales, West and Central Region; Maggie Salas-Amaro, Director, Canela Kids; and Shampa Banerjee, former EVP at ViacomCBS and Chief Product Officer at PlutoTV, who was named Canela’s Chief Product & Technology Officer earlier this month.

The Smithsonian’s National Museum of the American Latino has announced a $2 million gift from The Coca-Cola Company to support the new museum and Molina Family Latino Gallery. The donation establishes The Coca-Cola Company as a Corporate Founder of the Molina Family Latino Gallery and a Founding Donor of the National Museum of the American Latino.

In part, the gift will enable visitors to explore the diverse stories of Latinos in the United States—past, present and future—through dynamic, multidisciplinary exhibitions and programming. The museum showcases the Latino experience to help Americans understand who they are as a nation. This gift is part of a long-standing commitment from Coca-Cola to recognize, support and partner with the Latino community and champion diversity in all its forms.

“Both the Molina Family Latino Gallery and forthcoming National Museum of the American Latino will strive to complete large gaps that exist in the story of American culture and history, gaps that overlook the struggles, achievements and contributions of American Latinos,” said Eduardo Díaz, interim director of the National Museum of the American Latino. “Generous gifts like this recognize the urgency of that mission, and we thank The Coca-Cola Company for their support. That support will enable us to share centuries of history with generations of visitors from across the country and around the world.”

Museum of the American Latino
Alfredo Rivera, president for North America, The Coca-Cola Company.

The Molina Family Latino Gallery is the American Latino Museum’s first gallery and interprets what visitors may see and learn in the future museum building. The gallery’s inaugural exhibition, “¡Presente! A Latino History of the United States,” introduces visitors to critical concepts, moments and biographies that shine a light on the historical and cultural legacy of U.S. Latinas and Latinos through bilingual exhibitions, public and educational programs and robust online offerings. The gallery and exhibition will open in the summer at the National Museum of American History.

we aim to make a difference in communities by celebrating stories, empowering learning and boldly shaping a better shared future where diversity, equity and inclusion play a central role.

“The Smithsonian is shining a much-needed spotlight on the tremendous contributions of Latinos in this country, and Coca-Cola is proud to contribute to this landmark effort,” said Alfredo Rivera, president for North America, The Coca-Cola Company, and founding member of the museum’s advisory board. “Through our partnership, we aim to make a difference in communities by celebrating stories, empowering learning and boldly shaping a better shared future where diversity, equity and inclusion play a central role.”

The Florida Panthers are having a record-breaking season with a league-best 58-18-6 record, winning the Atlantic Division for the first time since 2015-16, clinching the first President’s Trophy in franchise history, and becoming the first team to secure a berth in the Stanley Cup Playoffs this season. As the top team in the NHL, the Panthers are engaging South Florida’s Hispanic communities in creative new ways as they get ready to pounce on the Washington Capitals during the playoffs.

Written by Alex de Carvalho, Miami

On April 30th, the Panthers unveiled a large mural in the heart of Miami’s world-famous Wynwood Arts District. The top of the mural has the lettering ¡Vamos Gatos!, “Let’s Go Cats!,” to build excitement for the playoffs. Renowned graffiti artist and muralist Pedro Amos designed the art and painted the mural, which features a bounding panther over a background of vibrant colors typically associated with Miami. The visually engaging mural includes the familiar sights of palm trees, high-rises, a causeway, a sunset, and the silhouette of a rodent to symbolize Former Panthers’ captain Scott Mellanby’s “rat trick.” The lighted mural covers a full building exterior wall facing I-95, Miami’s busiest highway, and is visible to cars driving by during the day and night.

Where it all started

The mural is an extension of the team’s ‘Vamos Gatos’ DEI (diversity, equity, and inclusion) campaign, which explores new ways to connect with and engage South Florida’s Hispanic market. Vamos Gatos began as a Spanish play-by-play live audio stream available to in-arena fans exclusively through the FLA Live Arena mobile application. With the app, Hispanic fans inside the arena can easily access live action commentary from their seats to enhance their real-time in-game experience.

Thanks to the team’s success this season, the mural represented a lot of work under demanding deadlines to promote the team’s playoff bid to the large Hispanic in Miami. There were many elements to deal with, from scheduling around the blistering weather to determining the design elements that would best represent the team, trying to get as many people involved as possible.

Florida Panthers
Photo via @flapanthers



Wynwood as an example

According to Pedro Amos, Wynwood provided a blueprint to the world for how to revitalize a neighborhood with graffiti art and represented a great creative opportunity to position the local team. “Working with the panthers was a dream. The team was phenomenal in terms of communication, especially with the tight deadlines,” said Amos. “With this special collaboration, we wanted to demonstrate the force of the panther on a warpath, making it large to portray its presence and importance. Similarly, with the “Vamos Gatos” letters, we want to incorporate and include the large Latino community in South Florida — it’s important that they feel united behind the Panthers.” Amos is a Miami native who has curated the Basel House Mural Festival over the past five years. His long-time passion for graffiti has led him to paint murals on four continents over the past 9 years alone. “I am grateful for opportunities to paint murals in public zones and to support organizations that want to express themselves through my chosen art,” Amos added.

Florida Panthers
Bryce Hollweg, Florida Panthers Executive Vice President.

The mural unveiling was followed by a Playoff Pop Up Party for Latinos at the Wynwood Marketplace, with graffiti artist Carlos Solano painting custom t-shirts on the spot for fans. The event featured photo opportunities with mascot Stanley C. Panther, drink specials courtesy of Stoli Vodka, and merchandise and ticket giveaways.

It’s important for us not to be just focusing on Sunrise or Ft. Lauderdale and to be reaching out to our fans in Miami-Dade County and Palm Beach as well.

Bryce Hollweg, Florida Panthers Executive Vice President, mentioned that the Panthers are “Proud to have launched the Vamos Gatos campaign to celebrate the Hispanic culture and vibrant backgrounds that we have here in South Florida. It’s important for us not to be just focusing on Sunrise or Ft. Lauderdale and to be reaching out to our fans in Miami-Dade County and Palm Beach as well.”

The Panthers will have home ice advantage throughout the 2022 Stanley Cup Playoffs, hosting the first two games of Round One at FLA Live Arena, as well as Game 5 and 7 if necessary. With the creative extension of the DEI ‘Vamos Gatos’ campaign, the Florida Panthers are spreading playoff fever to South Florida’s Latino and Hispanic fanbase.


While Centers of Multicultural Marketing Excellence certainly fulfill their function as specialized units for best practices and research, they are also sometimes mocked by insiders as consulting units that do not have decision-making power. This is not the case of Dish’s Latino Center of Excellence, Alfredo Rodriguez, Vice President, Latino Center of Excellence at DISH Network tells Portada. “DishLATINO is a brand and a product. A P&L focused mindset drives all acquisition, retention, programming & product initiatives.”, he asserts.

Led by Alfredo Rodriguez, the Latino Center of Excellence has 25 employees, including executives Nicole Preston, General Manager, Latino Center of Excellence; Juan Machado, General Manager Marketing in charge of acquisition, Jean Louis Bedout, General Manager, in charge of retention and upsell, as well as Reynaldo Pagani, who is in charge of the Puerto Rican market.

Dish Latino  Center of Excellence: How it came about

Dish LatinoIn 2020 Dish acquired Boost Mobile and Sprint’s prepaid customers from Sprint as Sprint merged with T-Mobile. As a result, DISH became a nationwide U.S. wireless carrier. Dish’s leadership could not help but notice that in addition to Dish Latino and Sling’s Hispanic subscribers, Dish now had a substantial Hispanic customer base in the form of prepaid wireless client. Approximately a third of Boost Mobile customers are Hispanics.  That is when the executives at the helm of Dish decided to create the Latino Center of Excellence.  The main part of the new unit’s team was to be composed by Dish Latino executives, as the direct to broadcast satellite provider already had a an established brand marketing team.

Historically Dish’s Latino Center of Excellence is the outgrowth of the brand marketing unit of Dish Latino, which also serves as a Center of Excellence for Sling and Boost Mobile.

“Because of the very nature of the product which is solely for Hispanics, Dish Latino has a very contained customer base and its own P&L. This affords as the luxury of running it as a business unit,” Alfredo Rodriguez, Vice President, Latino Center of Excellence at DISH Network, tells Portada. “We have our own marketing budgets for branding acquisition and retention. Additionally, we manage the entire budget , from media to production. We design the strategy. We are very keen on insuring that we have a return on marketing investment as we have full accountability for the subscriber base we manage,” Rodriguez adds.

We are very keen on insuring that we have a return on marketing investment as we have full accountability for the subscriber base we manage.

As of December 31, 2021,Dish Networks had 10.707 million pay-TV subscribers in the United States, including 8.221 million DISH TV subscribers and 2.486 million SLING TV subscribers. Rodriguez claims that an important part of the Dish TV subscriber base is Hispanic and that they are the leaders in the Spanish-tier direct-to-broadcast satellige category, (DBS), where they compete with providers including ComCast, Spectrum and DirecTV.

Rodriguez, who leads identifying which consumers are in fact Hispanics. “We analyze the retail footprint and how it corresponds to the density and location of Hispanics.” Marketing budgets for Boost Mobile and Sling are managed by these business units. Rodriguez notes that the wireless segment has a lot of unmet needs and that his team is working on strategy refinements for Boost.

Cross-selling Opportunities

Many of the insights that Rodriguez’s team obtains at Dish Latino can be be used to understand the customer base, particularly the Hispanic customer base of Sling and Boost Mobile. “We see a lot of opportunities to cross-sell and upsell to other brands, including combining data to provide existing and future customers interesting offers. We work very closely with Dish, Boost and Sling to leverage data, segmentation and insights,” Rodriguez maintains. He adds that more than about just using the data it is “about obtaining a real connection with our clients.”

How Dish Latino Determines its Hispanic Target 

The direct-to-broadcast satellite Dish LATINO service, the suite of stand-alone programming packages containing both Spanish & English language channels, targets two segments of the Hispanic population.  The unassimilated segment (18% of the Hispanic population) and the bicultural-Spanish-dominant (30% of the Hispanic population). The unassimilated segment  is foreign born and Spanish-dependent for all aspects of their lives as well as culturally attached to their country of origin.  The bi-cultural Hispanic segment tends to be foreign born and has lived in the U.S for 10+ years. They are comfortable with English and are exploring a new culture through the lens of their cultural heritage.
These two segments are the ideal customer for DishLATINO,  How does Dish-Latino’s marketing team determines which Hispanics belong to the the above segments and not the bilingual and fully acculturated segments? Rodriguez notes the assimilation algorithm takes the following factors into account: Language spoken at home, Language of media consumption, Cultural affinity, Proportion of first 18 years lived in US and preferred language. According to this acculturation algorithm, roughly 30%-40% of the 60 million Hispanics living in the U.S. are either unassimilated or bicultural, Rodriguez says.
Research by Rodriguez and his team has determined that these two segments have many unmet needs. One of them is the need for speaking and perfecting English. The programming  channel “Inglés para Todos” answers to this need as learning English affords more opportunities to Hispanics.  Rodriguez also sees opportunities to cross over to Boost Mobile and Sling with a similar offering.
“We are looking to carve out opportunities on the wireless side and trying to leverage and take advantage of some of the things consumers are telling us are very appealing like for instance Inglés para Todos”, Rodriguez concludes.



Restaurants Brands International, DoorDash, DishLatino, Apartments.com… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.


  • Restaurants Brands International

Restaurant Brands InternationalRestaurant Brands International (RBI), announced that  PHD, within the Omnicom Media Group, will serve as its media agency of record for several of its portfolio brands (Burger King U.S., Popeyes U.S. & Canada and Tim Hortons U.S.). And, OKRP will serve as creative agency of record for Burger King U.S. Additionally, Popeyes will retain GUT as its creative agency of record.
PHD and OKRP will help in the next stage of growth to achieve world-class relevance with today’s guests and to serve as true extensions of the internal marketing teams.
The decision to engage PHD as a media partner across brands signals a change for RBI and its brands towards a portfolio view — a shift that optimizes media efficiency and effectiveness across RBI with consistent standards to leverage scale and maximize purchasing power. While each brand will maintain a unique vertical within the broader partnership, a portfolio relationship leverages the buying power of all brands. PHD brings a strong background of QSR experience, and they will be leveraged as a strategic business partner responsible for accelerating a data-driven, omni-channel planning approach for each brand. Check out our recent interview with  Jean Paul Ciaramella,  Media Lead, Popeyes NA, on how Popeyes tackles audience fragmentation and obtains 20% savings in media costs.

  • DoorDash 

DoorDashDoorDash debuted its first-ever Hispanic marketing campaign last Monday April 18 across national TV, digital, and social activations. The creative was inspired by the old superstition “Dicen que cuando se te cae algo es porque a alguien se le antojó” or in English, “They say that when your food falls, it’s because someone craved it.” “DoorDash’s mission is to empower local economies and the latest iteration of that mission is the Antojo campaign, which demonstrates our commitment to connecting with the Latino community and empowering the communities that we serve,” said Katie Daire, DoorDash’s Senior Director of Consumer Marketing. “We’re excited to unveil this campaign and think it will uniquely engage with the Latino community through highlighting the shared power of antojos in our everyday lives.”

  • DishLatino

Dish LatinoAlfredo Rodriguez, VP Latino Center of Excellence at the Dish Network tells Portada that going forward DishLatino will be using tentpole events such as the upcoming 2022 Soccer World Cup to promote its brand. In addition, Dish supplied the first results of if its recent “Latinos como tú”Latino Like You” campaign. The  campaign starred actor Eugenio Derbez and beloved icon El Chavo del Ocho, According to Dish Latino, the campaign so far received over 19.8 million views on social media. The editorial coverage in national broadcast provided US $1.5 million in earned media value. Additionally, the Latinocomotu.com site saw an increase of 4,700% of overnight traffic to the site as well as a 432% increase in unique site visits versus monthly average. Finally, according to advertising research firm Ameritest, the DishLatino ad was the highest rated over the period since the ad was launched: Compared to Ameritest Hispanic norms, “El Chavo” reaches the 95% percentile of all ads tested on attention and on its overall APS score. Read our feature on Inside Dish’s Latino Center of Excellence: Why It is Different.

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Apartments.com

Apartments.com released the first in a series of new TV spots as part the company’s 2022 marketing campaign. The new campaign – developed in partnership with Rubin Postaer and Associates– gets to the heart of what matters most to renters, as many prepare to make their first move in the wake of the COVID-19 pandemic. In an effort to ensure the creative resonates with renters and their shifting behaviors, Apartments.com surveyed over 25,000 prospective renters to better understand how the pandemic has impacted renter behaviors and influenced their priorities. “The past two years have changed how many people work, live, socialize, and even parent,” said Patrick Dodson, Vice President of Marketing, Apartments.com. “With our 2022 marketing campaign, we’ve evolved our brand to reflect the changing behavior of renters across the country.” Over the coming weeks, Apartments.com’s new campaign – which includes TV spots and digital and social videos – will become increasingly omnipresent nationally. Given the rising popularity of streaming services, the brand will amplify its advertising presence among top platforms, such as HBOMax, Paramount+, Hulu, Peacock, YouTube, iHeart Radio, Spotify, Pandora, and many others. With the new campaign, Apartments.com seeks to connect with renters like never before through custom content and unique creative developed specifically for renters’ favorite social and digital video platforms, including TikTok, Instagram, Snapchat, YouTube, and Facebook. The brand will also launch several new social series developed in partnership with top-tier influencers across all renting categories, including DIY projects, pet life, apartment tours, apartment living tips and tricks, and more.

  • UMass Boston

The University of Massachusetts Boston launched a new brand and marketing platform aimed at telling its story and updating the university’s visual identity to reflect its unique and increasingly important place in the Commonwealth as a source of academic and research excellence, upward mobility, and social enlightenment and leadership. UMass Boston’s enhanced visual identity will include a new brand mark that highlights the university’s connection to Boston and its mission and service as a beacon in urban higher education. The new visual identity will be highlighted in multiple marketing platforms, including billboards, broadcast, social and print media.


DigitalReef expansion into Connected TV (CTV) will provide advertisers with direct access to reach consumers across mobile, TV and digital streaming services. This is DigitalReef’s first acquisition in the United States.

DigitalReef, a leading global mobile marketing technology company, has completed the acquisition of connected television (CTV) advertising software platform Column6. This acquisition provides DigitalReef expanded capabilities and expertise in programmatic advertising and streaming media ad management throughout the Americas.

Its capabilities and expertise based on its proprietary technology, will help DigitalReef expand.
Connected TV
Maurizio Angelone, DigitalReef CEO.

“Column6 has built a powerful ad server and unified auction working with the largest CTV platforms and publishers, as well as Fortune 500 brands and ad agency holding companies,” DigitalReef CEO Maurizio Angelone said. “Its capabilities and expertise based on its proprietary technology, will help DigitalReef expand its advantage in building close connections with audiences around the world, be it on mobile or connected TV and streaming media services.”

Column6 enables DigitalReef to target a rapidly expanding market opportunity, bringing together the Latin American mobile ecosystem and the North American streaming and broadcast markets. By 2025, the US is forecasted to spend more than $30B on CTV ads, an increase of over 233% from the $9B spent in 2020. Global CTV impressions in 2020 increased 60% year over year and connected TV  40% of all video impressions, up from 31% in 2019.

The mobile device is the first, and oftentimes the only, screen for streaming media consumption for hundreds of millions of people globally.

Column6 brings DigitalReef’s advertising and marketing platform, DR-ONE, immediate CTV scale and capability in key global markets (including the US and Canada). The joint company will leverage the more than 500 million mobile devices in Latin America to the nearly 200 million active CTV households in the United States to expand the engagement and revenue opportunities for digital content publishers, mobile operators and content producers. Column6 has access to more than 2,500 CTV applications and integration with more than 25 programmatic bidders and DigitalReef has more than 3,000 publishers and established carrier customers in its ecosystem.

Connected TV
Mark Yackanich, Column6 CEO.

“The mobile device is the first, and oftentimes the only, screen for streaming media consumption for hundreds of millions of people globally,” Column6 CEO Mark Yackanich said. “While we continue to expand our CTV exchange and platform services in the US, we are thrilled to leverage our platform to help power an emerging streaming media ecosystem with leading mobile operators across the Americas.”

The Column6 team will be expanded to build out their full product and market vision with Column6 executives playing a key role in DigitalReef’s global growth.

“We are focused on building a best-in-class marketing ecosystem for our partners with the most advanced technology and highest caliber talent and expertise. The acquisition of Column6 is a significant step in fulfilling this vision,” Angelone said. “We are excited to combine our efforts to execute on our go to market strategy.”

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