Christian Martinez


A few tidbits from last week’s AHAA Annual Conference: The Rupert show, impreMedia’s plans, Total Market Definition, Is Facebook poaching employees from Univision? and more…

    • The Rupert Show

murdochHaving Rupert Murdoch, Executive Chairman of News Corp and the most powerful media owner in the world speaking at a Hispanic marketing conference was certainly a big coup for AHAA and a vote of confidence in the Hispanic marketing space. Murdoch  stunned the crowd by voicing his support for immigration reform and no caps for H1 visas: ““Immigrants or their children have founded 40 percent of Fortune 500 companies,” he said. “Pfizer, Google, eBay were all started by immigrants… and we will not get out of this recession until we give people (like Hispanics) the freedom to start small businesses.” And we ask: Why do Murdoch’s views not align with those of some of his most representative media properties like Fox News, The London Times and the New York Post?


    • Total Market Approach: Now we have a definition!

In collaboration with the Association of National Advertisers (ANA) and a broad coalition of brands and ethnic and general market agencies, AHAA unveiled an industry definition for Total Market. A very useful development as “Total Market” (buzzword?) now belongs to the most used Marketing terms. So here is the definition: A marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. This is done from inception through the entire strategic process and execution, with the goal of enhancing value and growth effectiveness. In marketing communications, this could lead to either one fully integrated cross-cultural approach, individual segment approaches, or both in many cases, but always aligned under one overarching strategy.”

Leading Marketers presented examples of Total Market campaigns including Huggies, Kellogg’s, Pine-Sol and Wells-Fargo, where CMO Jamie Moldafsky showcased the company’s strategy is a mix of common core values with custom activations that satisfy cultural nuances and mindsets.

    • impreMedia’s plans

Lizbeth Rodriguez, the recently appointed National Marketing Director at impreMedia shared her plans for the Hispanic digital and print media company with Portada’s Editorial team. Rodriguez, who works closely with Hernando Ruiz-Jiménez, Executive Vice President and General Manager, East Division at impreMedia, says that her main mission is to integrate marketing efforts by utilizing the company’s multimedia platform. Advertisers, including retailer Macy’s, are increasingly offered a multiplatform approach (digital, video, print) with the objective of them taking advantage of impreMedia’s local properties (NYC, Los Angeles, San Francisco, Houston, Chicago and Orlando). Rodriguez calls this a total market approach with “local targeting”. impreMedia newspapers and websites are currently undergoing a redesigned under the leadership of Content Director Juan Varela.

    • Is Facebook poaching employees from Univision?

Facebook had a significant presence both in the program of AHAA as well as in the attendee count. The social media giant is investing substantial resources on its expansion plans in the Hispanic market.
Interestingly, many leading executives that work with Hispanic market accounts at Facebook come from Univision. In late 2013 Christian Martinez, previously Vice President of Network and Interactive Sales at Univision, joined Facebook to help run ad sales for the U.S. Hispanic market based in Miami. Similarly, late last year David Lawenda joined Facebook as VP, Global Sales. Lawenda previously had been  president of ad sales and marketing at Univision. Facebook has the technology and the audience, but it is obviously trying to get more muscle when it comes to reach out to Hispanic targeted brand marketers and agencies. Hence the move of some executives from Univision to Facebook.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.


Christian Martinez and Alexandre Hohagen
Christian Martinez and Alexandre Hohagen

Alexandre Hohagen
, Vice President Facebook Latin America, has moved to Miami to assume the additional responsibility for U.S. Hispanic. Christian Martinez, previously Vice President of Network and Interactive Sales at Univision, joined Facebook to help run ad sales for the U.S. Hispanic market and will also be based in Miami.

Cynthia Riddell is the new Northeast Account Executive at San Francisco based Alcance Media Group. Cynthia joins AlcanceMG from Condé Nast publications where she served as an Advertising Associate and as Editor of The Avant Gardist. A graduate of McLaren School of Management and Professional Studies at University of San Francisco, Cynthia is excited to push digital opportunities in the Hispanic market.

Jorge Granier has joined GOTV as CEO, and will help expand the Spanish language digital entertainment company’s content footprint across an array of platforms.In addition to his new post at GOTV, Granier will continue to serve as managing director of RCTV International.GOTV currently boasts distribution partnerships with streaming sites including Netflix, Hulu, Amazon and YouTube, and provides these platforms with Spanish language entertainment to over 50 million Hispanics in the U.S. and beyond. GOTV’s content deal with Hulu includes the addition of over four thousand hours of content over the next few months, and the company’s Netflix pact includes digital distribution of content across Latin America. GOTV’s content partners include Electus, LatinWE and RCTV.

beIN SPORT announced the appointment of Antonio Briceño as deputy managing director of beIN SPORT for North America. In his new position, Briceño will oversee operations, production, marketing, sales and distribution efforts for beIN SPORT and beIN SPORT en Español, as well as for the authenticated-streaming service beIN SPORT PLAY.“Antonio brings a level of understanding and know-how to beIN SPORT that resonates with our audience and our affiliates, helping us become one of the fastest-growing sports networks in the U.S.,” said Yousef Al-Obaidly, managing director of beIN SPORT. “He consistently has exceeded expectations and has built a dynamic, creative and results-driven network team.”

Silvia Garcia  was named vice president of Media Planning and Multiplatform Strategy, Univision Communications, Inc. In this new role, Garcia will drive media planning for over $500 million worth of inventory across Univision’s on-air platforms on broadcast and Cable. Based in Miami, Garcia will also work closely with other divisions to build out media planning and strategy in support of Univision’s digital, radio, local and empowerment platforms.

Jeremy Hlavacek was named to the newly created position of VP, programmatic at The Weather Company. He will oversee all of Weather’s programmatic sales efforts and operations. He will transition from his current role as VP of operations and strategic partnerships at the WeatherFX team at The Weather Company. In his new role, he will report to Jeremy Steinberg, senior VP, digital ad sales at Weather. Hlavacek joined The Weather Company earlier this year from Varick Media Management, where he was VP of strategy and business operations.

Lars Bastholm was named global chief creative officer at digital agency Rosetta. He was most recently chief creative officer at Cheil USA, a post he left in November 2012. Prior to that he held creative posts at Ogilvy and AKQA.

Juan Carlos SosaCisneros Media, the corporate division that encompasses the Cisneros’ media and entertainment businesses, announced the appointment of Juan Carlos Sosa as Executive Vice President of Operations of Venevision Studios, which incorporates all of the company’s production units. Sosa will report directly to Cisneros Media President Jonathan Blum. Among his responsibilities, Juan Carlos will administrate the state-of-the-art production studios, located in Medley, Florida, and supervise all production operations to optimize the utilization of its resources. In addition, he will spearhead the standardization of the production process by Cisneros’ Media companies in United States and Venezuela. Along with Blum, he will also manage the relationships with broadcasters and networks .
GroupM’s MediaCom unit named James Morris the first global head of its burgeoning content marketing practice, the aptly named MediaCom Beyond Advertising.Morris, who previously was head of the unit’s operations in the EMEA region, will oversee an organization of 435 content marketing execs operating in 42 countries for such brands ad Volkswagen, Procter & Gamble, Sony, Universal Music and Shell.Morris, who is based in London,  joined the unit in January 2011 from U.K. production company TwoFour, where he was director of digital strategy and content. Concurrent with Morris’ appointment, MediaCom said MBA’s regional and international leadership team will be composed of: Palle Diederichsen (EMEA), Mark Fortner (head of innovation, MBA U.S.), Lizzie Nolan (APAC), Dan Brown (LATAM), Ortensia Castagno and Tom Curtis (U.K. and international), and Paul Chard (Global Content Officer).

 13th Floor Studios announced that Sue De Lopez has joined the team as Chief Marketing Officer. De Lopez will focus on promoting 13th Floor Studios Content Marketing Solutions to US Hispanic and Latin American markets.

Check out job openings at Portada’s Job Board or post your own opening and get the best talent!