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TOTAL MARKET – WTF?  Will be an Interactive Whiteboard Session with Agency and Brand Stars at our upcoming Portada17 Conference in NYC’s Yotel on Sept. 13 and 14. Stephen Paez, VP, Director Multicultural at Mediavest | Spark, Jose Velez Silva, ‎VP  Multicultural Marketing Communications at Comcast , Jose “Pepe” Gil, Multicultural Marketing Manager Hispanic Consumer, B-F Brands, Brown Forman will be participating. The session is designed to provide a high quality setting for attendees and panelists to listen, reflect and gather insights on the main trend facing the multicultural marketing industry.

Portada is readying a program with uniquely curated content, best-in class networking opportunities and even comedy sketches! Plus a wonderful space and rooftop, ideal for two days out of the office!

REGISTER  for only US $549! (Early Bird ends Friday August 4!)

TOTAL MARKET – WTF will be a highly interactive session where the above brand marketing and agency executives will answer attendees questions on the opportunities and challenges presented by the Total Market approach, (from a marketing, strategy and media perspective) and discuss the viability or not of alternative approaches. Attendees will be prompted to ask questions on an interactive whiteboard.

Confirmed Participants at #Portada17 Include:

Mike Tasevsky, SVP U.S. Sponsorship, MasterCard
Jorge Inda Meza, Marketing Director Region West,  Anheuser Busch
Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
Jill Leccia, Marketing Director, Gatorade
Daniel Keats Director Sports and Sponsorships, Consumer Marketing Allstate Insurance
Sherwin Su, Director Social Activation, Essence
Dan Donnelly, EVP, Managing Director at Publicis Media Sports Publicis Media Sports
Gonzalo del Fa, president GrouM Multicultural GroupM
David Chitel, CEO/Founder NGL Media
Maria Albrecht, Hispanic Marketing Manager Rent A Center
Cynthia Hudson, VP, General Manager CNN en Español
Pedro Rodriguez, Director, Co-Lead Multicultural Social Strategy Social: Horizon Media
Brian Quarles, SVP of Creative rEvolution
Rachel Strauss Muniz, Comedian Room 28
Stephen Paez, VP, Director Multicultural Mediavest | Spark
Jose Velez Silva, ‎VP Multicultural Marketing Communications at Comcast
Jose “Pepe” Gil, Multicultural Marketing Manager Hispanic Consumer, B-F Brands Brown Forman
Peter P. Snitzer Jr. CEO Conffianz
Jose Manuel Montenegro SVP, Group Partner, Multicultural Planning UMJ3
Nelson Pinero Senior Digital Director, Senior Partner GroupM-MEC
Eduardo Perez Partner PM3    Hundreds of additional executives will register in the next 7 weeks!

Join us at PORTADA Mexico!

We are thrilled to present Portada Sports Marketing Board, which will feature 12 brand marketing and agency luminaries. This announcement underscores our new commitment to serving the vibrant sports and soccer marketing sectors.As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.

Portada Sports Marketing Board Members

    • John Alvarado, VP Brand Marketing, Crown Imports
    • Analia Benedetti, Director of Shopper Marketing and Multicultural, Kellogg
    • Ed Carias, Sr. Brand Manager el Jimador Tequila – North American Region, Brown-Forman
    • Ramiro Crespo, Multicultural Channel Strategy, Sprint
    • Jeff Garrant, Senior Partner, Director Sports & Entertainment Marketing, Maxus
    • Jorge Inda Meza, Marketing Director Region West, Anheuser Busch
    • Daniel Keats, Director Sports and Sponsorships, Consumer Marketing Allstate Insurance
    • Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
    • Felix Palau, VP Tecate, Heineken
    • Mike Tasevsky, SVP U.S. Sponsorship, MasterCard
    • Ivonne Kinser, AFM ‎Director Digital Strategy & Innovation, Avocados From Mexico
    • Kymber Umana, ‎Hispanic Marketing Manager, Sprint

Meet the Board

Subscribe to Portada daily Sports Marketing Updates!

Creating a space to learn from each other

As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.
“Sports offer the opportunity to establish a meaningful, authentic connection with our consumers and create (and deliver) great content, and successful shopper programs. I personally love Portada’s initiative: by putting this board together, Portada is creating a great space for us to learn from each other, share best practices and bounce ideas,” says Analia Benedetti, Director of Shopper Marketing and Multicultural.

Daniel Keats, the Director of Sports and Sponsorships for consumer marketing at Allstate Insurance, notes that “sports are a major passion point impacting consumers across all segments,” and that t is important to have a specific focus on unique content, programming, and market intelligence when engaging consumers through this powerful medium.”
“It is a real privilege to have the backing of this outstanding group of brand marketing and agency executives. This sports marketing board will be essential to our efforts to produce high-quality events and provide value for our partners and sponsors,” says Marcos Baer, the publisher of Portada. “Due to their rapidly growing popularity among overall U.S. and multicultural audiences, we are substantially increasing our coverage of soccer and sports marketing,” Baer adds.

Portada Sports Marketing Programming

March 22: Launch of Portada’s Sports Marketing site in Beta
April-May 2017: The 2018 Soccer World Cup Golazo Marketing Pitch Contest
June 7, 2017: The Portada Sports Marketing Platform Launch Party and Webinar at the PortadaLat conference, Miami
September 13,2017: The Portada Sports Marketing Forum, NYC, part of Portada17 (September 13-14)

For information on sponsorship opportunities and other creative ways to align your brand with Portada’s Sports Marketing Platform, please reach out to Sales/Marketing Director Kelley Eberhardt at kelley@portada-online.com

Portada is co-producing the 10th Annual Hispanic Advertising and Media Conference and the Hispanic Sports Marketing Forum with MediaPost. We just got  confirmations of two major brands that will be participating:Driven Brands and Brown Forman. Early bird tickets for these must-attend annual conferences on September 14-15 in NYC,
are going fast, register here!.

Jose R. Costa, Group President of Driven Brands, has confirmed his participation at the Hispanic Advertising and Media Conference on Sept. 15. The Driven Brands family of automotive companies, headquartered in Charlotte, NC, is the parent company of businesses including MAACO® and Meineke Car Care Centers®, two of the most iconic brands in the automotive industry that have become a staple in American culture. Driven Brands, spends more than US$ 60 million a year in advertising and has more than 2,200 centers across the U.S. and Canada, which are predominately owned and operated by franchisees. Combined, all businesses generate nearly $2.0 billion in system sales. Costa will participate in a special session with other C-level executives of major corporations, who will explain why “multicultural has become the new mainstream“.

Alejandro Solorio, Multicultural Brand Manager for Jack Daniels Family of Brands, Brown Forman will participate in the panel “Do Multicultural Media Agencies have a reason to exist?” together with Zachary Rozenberg, president, Milner Butcher Media Group, Gonzalo del Fa, President, GroupM Multicultural and more leading practitioners who will be annouonced soon.

Other speakers that have been confirmed for the Hispanic Sports Marketing Forum and the 10th Annual Hispanic Advertising and Media Conference include:

    • Karina Dobarro Horizon, VP, MD, Multicultural Brand Strategy
    • Felix Palau, ‎Heineken,Brand Regional Director at Global Marketing Americas
    • Tracy Galindo Jewel Osco, Marketing Specialist
    • Nakesha Holley VP, Uniworld, VP Intregrated Communication
    • Neha Misra, Mbuy, Vice President, Strategy and Analytics
    • Stephanie Borges, Six Flags, VP, North America Strategic Marketing & Partnerships
    • Manny Rodriguez, 22Squared, VP/Media Buying Director
    • Ed Carias El Jimador Tequila Senior Brand Manager North America
    • Benjamin Krakow, Voter Guru, Founder
    • Analia Benedetti, Kellogg Company, Director Shopper Marketing and Multicultural a
    • Lindsay Stewart MaxPoint, Director of Vertical SalesMore speakers and exciting new sessions will be announced in the next few weeks!

Join us at PORTADA Mexico!

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Brown-Forman- Mediavest ::: W+K Brasil – Old Spice ::: Blackrock – Mindshare -MEC  ::: Absolut Vodka-AnalogFolka ::: WPP -IBM :::

  • Brown-Forman

descarga (5)Brown-Forman has awarded its global media account to Publicis’ MediaVest (NOTE: not Starcom as incorrectly stated in the subject of our 12/8/2014 Latam E-letter) following a four month review.The agency will replace incumbent UM, which also participated in the final review. Other agencies competing for the account included Maxus and Zenith Media. UM held the account for over a decade. According to Kantar Media the company spent US$52m on advertising in the US in 2013 and works with several brands such as Jack Daniel’s, Chambord, Early Times, Old Forester and Southern Comfort.

  • Old Spice

oldSpice_W-K-W+K Brasil is P&G’s Old Spice brand agency. Old Spice was handled by agency Grey. Due to this agency shift, the firm will more frequently use the image of Terry Crews, the brand’s advertising ambassador in the United States for the last four years, in its Brazilian campaigns. Grey was in charge of positioning Old Spice in the Brazilian market, following the brand’s first campaign launch starring actor Malvino Salvador. The move is part of an international brand alignment with its global partners; hence it has shifted to Wieden & Kennedy Brazil.

  • Blackrock

descargaGlobal asset management company Blackrock has appointed WPP’s Mindshare and MEC to handle its global media account. Blackrock, which spent over US $400m on marketing and promotions in 2013, has opted for the GroupM agencies over Carat, part of Dentsu Aegis, and Omnicom’s PHD.Mindshare will pick up the business in the U.S, Europe and Latin America, while MEC – the incumbent on the account – will continue to handle Canada and Asia.

  • Absolut Vodka

descarga (2)Absolut Vodka has appointed digital agency AnalogFolk to handle its global social media, following a pitch.The agency, which has offices in London, New York and Sydney, already has Pernod Ricard-owned brands Chivas and Malibu as clients.AnalogFolk will be responsible for continuing the spirit brand’s new “storytelling” marketing strategy via social media channels, branded content and editorial publishing.

  • IBM

Martin_Sorrell-WPP has signed a US$ 1.25 million with IBM that will allow the US giant manage their operations in La Nube. As part of this seven-year agreement, WPP will be able to innovate in digital services that will be run and managed with a global hybrid cloud infrastructure created by IBM.The deal may be extended with WPP using large data and analysis to improve its’ creative process, accelerate the launch of new products and services and encourage greater horizontal communication and collaboration across multiple brands.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  •  Cord Media Company-Hollywood Park Casino

descarga (3)Cord Media Company, afull-service agency specializing in resort casinos and home builders,has been retained by Hollywood Park Casino as agency of record for creative design, social media, public relations, television and radio advertising production, as well as media placement.

 

  • Brown-Forman

descarga (5)Brown-Forman has awarded its global media account to Publicis’ MediaVest following a four month review.The agency will replace incumbent UM, which also participated in the final review. Other agencies competing for the account included Maxus and Zenith Media. UM held the account for over a decade. According to Kantar Media the company spent US$52m on advertising in the US in 2013 and works with several brands such as Jack Daniel’s, Chambord, Early Times, Old Forester and Southern Comfort.

  • Coca Cola-Sabado Gigante

descarga (1)Univision’s Sabado Gigante (Giant Saturday) is bringing viewers a special one-hour televised program “La Hora de la Felicidad” (The Hour of Happiness) in partnership with Coca-Cola. The Hispanic holiday campaign “Haz a Alguien Feliz” (Make Someone Happy) will be aired during the special on Saturday, December 6, 2014 from 9 p.m. to 10 p.m. ET on the Univision Network.“La Hora de la Felicidad” will be filled with happiness-themed segments including: “Family Reunion,” “Musical Performance,” “Dream Come True” and “Act of Kindness Story.” Viewers will also have a chance to win a US $100 gift card by tweeting how they are spreading happiness this holiday season through small acts of kindness by using the hashtag #HazAlguienFeliz and the @sabadogigante handle. Post-show footage will be featured on Gigante.com with viewer reactions to the program from key Hispanic markets in the U.S.Coca-Cola will also sponsor a segment on Univision’s morning show, Despierta America (Wake up America), on Monday, December 8, 2014.The fully integrated campaign will feature new TV, print, out-of-home, POS, radio, Delta in-flight and Macherich mall advertising.

  • Tecate and Tecate Light

Tecate's Facebook CampaignTecate’s Manfidence effort on Facebook is backed by a substantial off-line media campaign. The off-line Manfidence campaign includes English and Spanish language :30 radio spots. These spots are aired throughout the sunbelt states including Arizona, Texas and California. The OOH is featured in the same geographic areas and includes situations that any man with confidence and wittiness could face such as “Spend countless hours grooming your chest hair? Blame your Manfidence.” SMV is Tecate’s media buying agency.

 

  • Univision Deportes: Pepsi, Allstate, Jack Daniels…

descarga (2)

Univision Deportes, the sports division of Univision Communications Inc. (UCI) has announced the roster of official sponsors for the inaugural Premios Univision Deportes (Univision Sports Awards). Pepsi®, Allstate®, Jack Daniel’s®, MetroPCS®, Miller Lite® and SNICKERS® Brand have all signed on to support the two-hour presentation honoring top athletes and teams from the leagues and sports that Hispanics care about most. Premios Univision Deportes will take place in Miami and will debut on UniMás on Thursday, December 18th, at 9:00 p.m. ET/PT with a simulcast on UDN (Univision Deportes Network).Pepsi® joins the roster as co-presenting sponsor .  Allstate® will activate an integrated campaign around its own award category “El Mejor Momento de la Mala Suerte” (The Best Bad Luck Moment) with fans voting for ‘La Mejor Jugada de la Mala Suerte en Brasil’ (Bad Luck’s Best Play in Brazil) by selecting their moment of choice among ten videos depicting bad luck moments from this year’s World Cup tournament in Brazil. Videos can be viewed online at univisiondeportes.com/PremioMalaSuerte.Jack Daniel’s® sponsorship includes an on-air integration, titled “Momentos Como Nunca 2014” (Plays Like Never Before 2014).MetroPCS® will present the “What Would You Have Done?” segment.  Miller Lite® will present the Breakthrough Athlete of the Year award. Snickers® Brand will present the Liga MX Champion’s Award. For more information about Premios Univision Deportes, visit univisiondeportes.com/PremiosUD.

  • Nickelodeon

descarga (3)Nickelodeon has shifted its’  media account to Spark, a unit of Publicis Groupe’s Starcom MediaVest Group, after a review. The cable network, a unit of media giant Viacom, spends nearly US$10 million in media annually.Three other agencies, including PHD and Media Storm, competed for the account.The assignment includes planning and buying in both traditional and digital media. Nickelodeon programs include SpongeBob SquarePants, iCarly, Big Time Rush, Fairly Odd Parents, Dora the Explorer, and Sanjay and Craig.Goodby, Silverstein & Partners previously handled the business. Goodby also created ads for the brand, but those responsibilities ended in October. The Omnicom Group shop had worked on Nickelodeon since 2010.

  • Chanel

descarga (4)Chanel has launched an eight-minute film called ‘Reincarnation’ featuring model Cara Delevingne and music star Pharrell Williams to spot its Métiers d’Art event in Salzburg, Austria.The film, directed by Karl Lagerfeld, shows Delevingne and Williams as workers at a hotel who are transformed into Austria’s historic monarchs Emperor Franz Joseph I and Empress Elisabeth.The duo perform a new song written for the ad, ‘CC the World’, while Géraldine Chaplin reprises her role as Coco Chanel, whom she portrayed in last year’s Métiers d’Art film.

https://www.youtube.com/watch?v=wO4-TV6Zckc

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Herradura Silver 1Tequila Herradura named Fallon Minneapolis, a division of Fallon World wide, part of Publicis Group, as the brand’s new global agency of record. Universal Mc Cann will continue to be in charge of media buying and planning. The appointment follows an agency review and Brown-Forman’s October announcement adding Fallon to the roster for Woodford Reserve Bourbon. It represents Fallon’s third new-business win in less than two months. Fallon clients include Travelers, Nestlé Purina, Woodford Reserve, H&R Block.
“We are excited about working with Fallon. As a brand with solid growth and a promising future, Fallon’s creative work will be instrumental in making Tequila Herradura the most admired tequila brand in the world,” said Ann Stickler, SVP and Global Managing Director. Established in 1870, Tequila Herradura is the original ultra-premium tequila brand. Crafted by

The Casa Herradura brand is one of the top-selling ultra-premium tequilas in Mexico and has a significant growth potential in the U.S. market, where the ultra-premium tequila category is experiencing double-digit growth rates. Fallon will develop a creative platform and advertising campaign designed to help propel global growth. “Mexico has remained secret to most people, and as that amazing nation’s premier export, Herradura will blow people’s minds,” said Jeff Kling, Chief Creative Officer at Fallon. The global work from Fallon is planned to launch in the first half of 2014.