Tag

Council System

Browsing

Because of how wildly consumers’ worlds have changed in the last four months (COVID-19 and Black Lives Matter), this means they can engage with brands in endless ways and under their own terms. For marketers, this means coming up with effective strategies that address personalization at scale, new technologies, and omnichannel experience, among others. Learn how Portada Council System‘s leading brand marketers are leveraging opportunities and facing challenges around consumer engagement.

 

Kick-Off Facts

 

  • More than half (54%) of customers think companies need to fundamentally transform how they engage. (Salesforce)
  • Companies with initiatives to improve their customer experience see employee engagement increase by 20% on average. (McKinsey)
  • 61% of people expect brands to tailor experiences based on their preferences. (Think With Google)

Check out the previous Brand Marketer Challenge here: Tech Knowledge in Media Agencies: a Must or a Fad?

 

Three Consumer Engagement Challenges According to Portada Council System Members

1. Problems of Definition: When Does it Really Count as Consumer Engagement?

Related comment: “What is consumer engagement? How is it defined? What does a consumer need to do for that to be considered engagement?”

Depending on the channel, sometimes it’s defined more easily, but it isn’t always easy to measure. It used to be just about exposure, but now the consumer has the power to build a relationship with your brand.

 

2. Trust Goes Both Ways, Can Brands Trust Consumers?

Related comment: “Reviews and comments aren’t accurate anymore because companies pay for reviews, it’s the same trend as fake news.”

People say one thing and then do another. Marketers know that when you do consumer research, respondents say whatever they need to make you happy, to impress others, to go with the flow…

 

3. It’s Impossible to Fully Measure Engagement

Related comment: “How do you tie engagement to other metrics down the consumption funnel? We don’t always know if we’re really changing someone’s behavior when they watch or share. Are they more connected than before?”

Engagement is just part of what we do, but ultimately what we want is people coming to our business. The lack of uniformity of the data we receive is a challenge for personalization.

If you are interested in joining the Portada Council System, our year-round knowledge sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

 

Portada Council System Members Also Identified Three Consumer Engagement Opportunities

1. Technology Can Help Consumers Relate With Brands

Related comment: “When new formats like live video come out, we tend to wonder if we are ready or how to be. Things like Facebook Live have helped people engage more and more with us, and when people engage, we can retarget. Technology allows you to measure and retarget consumers, as well as track when they make a purchase.”

Some marketers feel like they have to encompass every single touchpoint. Rather, you need to identify the right points for your audience and address those. It comes to affinity and targeting the right media.

2. It’s not All About Sales

Related comment: “Engagement translates into investment, not only economical (which is what we all strive for), but also emotional. Nowadays there isn’t time for anything, people invest time on your brand, which translates into loyalty. Brands today all have the same virtual space; as long as your consumers are engaged, you’re winning.”

Interactions between consumers are almost as valuable as interactions with the brand

3. Perhaps You Should Try Influencer Marketing

Related comment: “Influencers can be a positive strategy, but a lot of brands are not selective enough with influencers. Influencers should align with the brand and have credibility. Consumers are smarter than we think they are, they see right through it. When you have a true ambassador, they’re worth it.”

Influencer marketing is great at a local level because you can target your audience according to specific areas where your product is popular. That’s where you have local influencers that you can maximize by investing in trust rather than in reach.

If you are interested in joining the Portada Council System, our year-round knowledge sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

Americans’ interest in soccer both as active participants in soccer matches as well as in fandom is growing at a high rate. Therefore, the brand marketing community is taking notice and considering more soccer sponsorships. What is the best strategy for marketers to engage with the Hispanic population through the soccer passion point? International leagues and clubs such as LigaMX, English Premier League and La Liga are alluring propositions. Here’s why.

 

A 2018 Gallup poll shows soccer ranks second in popularity only surpassed by football among the coveted 18-34 demographic. Soccer ties with basketball at 11% and is ahead of baseball at 6%. Undoubtedly, soccer, including beach soccer, is a substantial alternative for brands to reach out to this coveted population segment. These are two reasons why European and Mexican soccer sponsorships can be viable alternatives.

1. High Name Recognition of European Clubs and Stars

Lionel Messi – Photo Property of Futbol Club Barcelona

The high name recognition of European clubs among U.S. audiences, and even more among U.S. Hispanic audiences, explains why brand marketers prefer these marketing platforms over MLS. Thus, more American brands are closing soccer sponsorships with clubs including Futbol Club Barcelona, Real Madrid, Manchester United, Juventus and Bayern Munich. Moreover, the fact that global soccer stars like Lionel Messi and Cristiano Ronaldo are household names makes maximizes opportunities.

Partnering with European Leagues can be alluring to major U.S. consumer brands. As an example, LaLiga North America  —a joint venture between LaLiga, Spain’s top-soccer league, and Relevent Sports Group- recently partnered with Allstate for Soñando con LaLiga, which details the experience and progress of the best 17 players from the Allstate Sueño Alianza National Showcase while they traveled to Spain and competed against LaLiga academies and in front of LaLiga coaches and scouts. (Check out the partnership of Paris Saint German with Nike subsidiary Air Jordan.)

2. LigaMX Soccer Sponsorships Speak Closer to Hispanic Consumers than MLS

The Mexican LigaMX can be a much better soccer marketing vehicle to engage U.S. Hispanics than the MLS, Nick Kelly, Head of U.S. Sports Marketing at Anheuser-Busch, said at last fall’s Portada New York conference. The fact that 70% of Hispanics are of Mexican origin explains the high popularity of the Mexican National Team and LigaMX clubs (e.g. América, Guadalajara, Toluca, and Cruz Azul) among U.S. Hispanics.

soccer sponsorships expert
Nick Kelly

All our world cup campaigns were about the Mexican National Team (not the U.S. National Team)”, said Nick Kelly, a member of Portada’s Sports Marketing Board. Anheuser-Busch partners with the LigaMX particularly for soccer sponsorships and activations in the Southwestern U.S., an area with a very large Hispanic population. In particular, he mentioned Texas, Arizona and Nevada, as well as cities like Houston, Dallas, and surprisingly, Nashville.

Toyota is another company that is betting on Mexican soccer for its Hispanic outreach. Tyler McBride, Engagement and Events Marketing Manager at Toyota Motor North America, told Portada that he is partnering with Club America because they are the top club and most successful team in North America. The team is recognized internationally with a storied history and winning tradition in Mexico’s Liga MX and they are the most-watched soccer league in the United States. “Our partnership with Club America allows us to engage with Liga MX fans year-round across multiple touchpoints,” he said.

Featured image by Vienna Reyes on Unsplash

 

In the era of technology, the winner is the one who adapts faster. Thus, clients are moving their programmatic ad buying in house, as well as looking for media services in big consultancy firms such as Accenture. This results in a need for tech knowledge in ad media agencies who are  facing challenges to remain relevant. Learn how Portada Council System’s leading brand marketers and agency executives offer solutions to better adapt to an increasingly demanding technological landscape. 

 

Kick-Off Facts

need for tech knowledge

  • About 30% of marketers were unsatisfied with their agency model in 2018. (Movidiam)
  • Nearly 80% of the brands that are members of the U.S. Association of National Advertisers (ANA) have some form of in-house agency, almost double since 2008. (ANA)
  • In 2019, the purchase of creative ad agency Droga5 by Accenture meant adding a creative muscle not normally associated with giant consulting firms. Additionally, WPP announced that it would not participate in pitches audited by Accenture.

Check out the previous Brand Marketer Challenge here: Social Media’s Evolving Role, 4 Opportunities for Travel and Lifestyle Marketers 

Three Tech-Knowledge Challenges According to Portada Council System Members

1. Focusing on Digital Lower-Funnel Can Hurt Traditional Brand Buiding

Related comment: “Consultancies and MarTech companies are mostly involved with lower-funnel conversion, but what happens if nothing comes in the lower funnel? Focus on digital to the exclusion of traditional media which may have a more brand building, higher-funnel role in messaging.”

This is just another fad in the industry. Media agencies have a much more unified approach to marketing and media than consultancies.

2. Finding the Right Talent Isn’t Easy

Related comment: “One way to boost talent and knowledge is by encouraging companies to move from vertical structures to demand cells (sales, marketing, supply, development, etc) so that they can evolve to multifunctional teams instead of verticalities.”

There’s too much technology, too many tools that no one knows how to handle.

3. Leadership is Too Far Above

Related comment: “Managers often give instructions from corporate without much real knowledge of the market.”

Many times, senior executives at agencies have a lot of theoretical knowledge they haven’t really put in practice.

If you are interested in joining the Portada Council System, our year-round knowledge sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

Two Tech Knowledge Opportunities identified by Portada Council System Members

1. Agencies Have Often More Cultural Knowledge than MarTech Companies

Related comment: “Firms with no cultural knowledge can affect messaging to multicultural segments. There is a need for cultural identifiers.”

Brands that market ‘in culture’ are more successful. Consultancies are often not able to take this into account.

2. Advertisers Have the Opportunity to Influence Talent Selection

Related comment: “Some clients are more prepared than the agency ‘experts'”

Practical example: A famous multinational company changed to a new agency and made sure to be able to influence payrolls, positions, objectives, etc.

It’s not about tecnology, but about knowledge.

 

If you are interested in joining the Portada Council System, our year-round knowledge-sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

In the era of technology, the winner is the one who adapts faster. Thus, clients are moving their programmatic ad buying in house, as well as looking for media services in big consultancy firms such as Accenture. This results in a need for tech knowledge in ad media agencies who are  facing challenges to remain relevant. Learn how Portada Council System’s leading brand marketers and agency executives offer solutions to better adapt to an increasingly demanding technological landscape. 

 

Kick-Off Facts

need for tech knowledge

  • About 30% of marketers were unsatisfied with their agency model in 2018. (Movidiam)
  • Nearly 80% of the brands that are members of the U.S. Association of National Advertisers (ANA) have some form of in-house agency, almost double since 2008. (ANA)
  • In 2019, the purchase of creative ad agency Droga5 by Accenture meant adding a creative muscle not normally associated with giant consulting firms. Additionally, WPP announced that it would not participate in pitches audited by Accenture.

Check out the previous Brand Marketer Challenge here: Social Media’s Evolving Role, 4 Opportunities for Travel and Lifestyle Marketers 

Three Tech-Knowledge Challenges According to Portada Council System Members

1. Focusing on Digital Lower-Funnel Can Hurt Traditional Brand Buiding

Related comment: “Consultancies and MarTech companies are mostly involved with lower-funnel conversion, but what happens if nothing comes in the lower funnel? Focus on digital to the exclusion of traditional media which may have a more brand building, higher-funnel role in messaging.”

This is just another fad in the industry. Media agencies have a much more unified approach to marketing and media than consultancies.

2. Finding the Right Talent Isn’t Easy

Related comment: “One way to boost talent and knowledge is by encouraging companies to move from vertical structures to demand cells (sales, marketing, supply, development, etc) so that they can evolve to multifunctional teams instead of verticalities.”

There’s too much technology, too many tools that no one knows how to handle.

3. Leadership is Too Far Above

Related comment: “Managers often give instructions from corporate without much real knowledge of the market.”

Many times, senior executives at agencies have a lot of theoretical knowledge they haven’t really put in practice.

If you are interested in joining the Portada Council System, our year-round knowledge sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

Two Tech Knowledge Opportunities identified by Portada Council System Members

1. Agencies Have Often More Cultural Knowledge than MarTech Companies

Related comment: “Firms with no cultural knowledge can affect messaging to multicultural segments. There is a need for cultural identifiers.”

Brands that market ‘in culture’ are more successful. Consultancies are often not able to take this into account.

2. Advertisers Have the Opportunity to Influence Talent Selection

Related comment: “Some clients are more prepared than the agency ‘experts'”

Practical example: A famous multinational company changed to a new agency and made sure to be able to influence payrolls, positions, objectives, etc.

It’s not about tecnology, but about knowledge.

 

If you are interested in joining the Portada Council System, our year-round knowledge-sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

Social media plays an ever-changing role for marketers. The strategy’s strength is in the ability to humanize your brand by engaging with the consumer. And engagement leads to conversions. How to stay current as social media changes is a key discussion point at Portada Council System meetings. Learn how Portada Council System’s leading brand marketers offer solutions to keep ahead of social media’s evolving role.

Kick-off Facts 

  • SMS or messaging apps are on the rise with 41% of travel marketers planning on implementing this in the near future. (Sojern)
  • Three out of five travel companies are using chat for customer service with 28% actively using or experimenting with AI technology. (Phocuswright)
  • The majority of marketers (77%) are using one or more social media platforms but only 48% have a positive ROI from these strategies. (Impact

Three Social Media Challenges for Portada Council System Members

1. Managing Brand Reputation and Trust

Related comment: “Your customers don’t necessarily trust Influencers (since most know they are being paid). It is better to win them over organically.”

Social media make it easier to discredit a brand. Companies should try to turn these experiences into something positive.

2. Training Staff to Provide Consistent Customer Service

Related comment: “Right now, the front line staff is composed by people who are not prepared enough for the job.” 

We have to make all messages coincide across roles in spite of the emphasis of each area.

3. Increased Complexity and Cost of Social Media Strategies

Related comment: “It is vital to understand the way each platform works.”

Even though the reach is there, it’s getting gradually more expensive.
Portada, Council System

If you are interested in joining the Portada Council System, our year-round knowledge sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

Four Social Media Opportunities Identified by Portada Council System Members

1. Don’t Forget About Traditional Marketing Channels

Globally, travel marketers see Facebook (30%) and Instagram (28%) as the most effective tools for targeting new audiences contrasted with only a 4% rate in connecting with loyalty members. (Sojern)

Related comment: “We are losing sight of traditional communication channels that are still alive and reaching a more traditional target.”

A recent eMarketer study shows a 122% median email marketing ROI, a number 4x higher than other digital marketing channels. (LYFE Marketing)

2. Humanize the Brand Voice and Keep it Consistent

Related comment:Every role matters, and each one can influence the whole in a different way.” 

Practical example: The CEO could humanize the message and community managers should have a “tone of voice” that coincides with the company’s values.

When the head of the company is an activist, this helps the brand’s reputation.

3. Give Staff the Skills to Handle All Types of Social Media Feedback 

Related comment: “Strive for accuracy and timely answers when addressing customers’ comments on social media.” 

Practical example: Provide appropriate training to the social media team so they know how to handle messages with different objectives: communicating, positioning, selling, etc. 

Make sure the whole organization has the same culture and train staff to deal with social media’s evolving role.

4. Use AI to Boost Your Customer Service 

Research from Salesforce shows an anticipated 143% increase in the use of AI for customer service teams over the next 18 months. (Salesforce)

Practical example: Using an algorithm that answers immediately on social media without the customer noticing it’s a chatbot. Instead of having hundreds of people answering, a company could hire less high-profile employees to do it right.

When the algorithm can’t solve an issue, there’s a seamless transition to a human specialist.

Portada, Council System

If you are interested in joining the Portada Council System, our year-round knowledge-sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

 

According to our just-released survey “What Brand Marketers Need from MarTech in 2020″, advertising technologies for audiovisual media (Addressable TV, Video, Digital Audio and Display, and Programmatic) are the main investments items for the brand marketing community in 2020.

On average, marketing technology now accounts for almost one-third of marketing budgets. Marketers will increase their investment in marketing technology by 27% over the next four years, spending more than US $122 billion on marketing tech by 2022 according to Gartner Research.

The Portada Survey What Brand Marketers Need from MarTech in 2020″ sheds light on the structure of the growth of MarTech expenditures. Based on a poll of 100 brand marketers who are members of the Portada Council System, conducted in the fourth quarter of 2019, Addressable TV, Video, Display and Programmatic, and Digital Audio are pre-eminent investment areas in 2020. They are included in the overall category of Advertising & Promotion, which was chosen as the main overall MarTech expenditure priority by more than 56% of the surveyed brand marketers (see table below).

[table id=1 /]

Contents of “What Brand Marketers Need from MarTech in 2020” 

1. Background: MarTech’s Relentless Rise

2. Main MarTech Expenditure Types per Category in the Survey

3. Survey Results: Brands are Planning to Invest in the Following MarTech Categories in 2020

  • Within Advertising & Promotion, Ad-Tech for Audiovisual Media Plays a Crucial Role
  • Customer Experience: Optimization & Personalization & Testing Leads
  • Social & Relationships. Brands are planning to invest in the following sub-categories of marketing technologies during 2020:
    • Commerce & Sales: Social Media Related Expenditures Lead
    • Data: investment Focus lies on Audience Marketing & Attribution

4.1. Brand/Media Buying Agencies

4.2. Advertising & Promotions: Marketing Budget Weighted Outcome

4.3. Advertising & Promotions: Marketing Budget Weighted Outcome 

Get the Survey

If you are a brand marketer, please click here.

If you are a Marketing Services Supplier, please click here.

Engaging customers in a multi-channel world is one of the most challenging tasks for brand marketing decision makers today. According to a study conducted by Salesforce, 27% of retail and consumer goods marketers describe their channel coordination as generally siloed. Effective multi-channel marketing is a key discussion point at Portada Council System meetings. Learn how leading brand marketers in Portada’s Council System find solutions to multi-channel marketing challenges.

Kick-off Facts 

– According to a study conducted by Salesforce, 27% of retail and consumer goods marketers describe their channel coordination as generally siloed, and 33% describe it as dynamically coordinated.

Only 9% of marketers currently engage customers across multiple channels on a consistent basis (DMA/ANA).

– Compared to single-channel shoppers, customers engaging in multi-channel strategies spend 3x more. (Pure360)

Three Multi-Channel Marketing Challenges for Portada Council System Members

1. Choosing the right channel(s)

Understanding the right channel for individual consumers depending on factors including demographics. We have to serve our customers in the channels they want to be served.

Related comment: “Although customers are multi-channel, one platform made them pull the trigger”
Practical example: If a company only offers a call center as a means of customer service, it excludes all the customers who prefer fully digital transactions over interacting with phone operators.

2. Having channel-agnostic customer engagement tracking technology

Having advanced technology to track the consumer through different platforms while delivering the same message and service quality independent from which channel is being used.

Related comment: We only track consumers’ behavior online, but we can’t track their offline activity.

3. Adapt messaging across various channels for delivering a consistent consumer experience 

People interpret the message differently according to each channel. Platforms should be handled in the right way.

Portada Council System

If you are interested in joining the Portada Council System, our year-round knowledge sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

Four Solutions Suggested by Portada Council System Members for Better Engaging Your Customer in a Multi-Channel World

1. Make sure technology is on your side. New tools are there; they should be an enabler, not a barrier

Portada Council System

Take your multi-channel customers to the cloud so that all touchpoints converge there. Whether online, on the phone, or at the kiosk, all the data is on the cloud.

2. Use attribution models. Make sure you know where clients are really coming from

Get to know  your customer by looking at their behavior and offer an experience that really fits their lifestyle persona.

3. Look at customer purchases and service requests as two different models

We should not mix the two messages; one is selling and another is customer service.

Practical Example:
An airline knows when a passenger has had a bad experience during their previous flight. A flight-attendant has the information about this passenger on a subsequent flight and offers an apology.
Caveat:
AI can help, but bear in mind privacy issues. (AI like Alexa listens to private conversations to generate purchase intent)

4. Make sure consumers know that the brand is a long-term provider

Make sure the customer knows that we as providers can actually take into account their lifelong value as a customer, unlike intermediaries which are entirely price-driven.

 

2020 opportunities

If you are interested in joining the Portada Council System, our year-round knowledge-sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

Portada is thrilled to announce the list of finalists that will yield the winning topics to be addressed at Portada Los Angeles 2020. Council System members will vote for their favorites on November 14.

Portada is revealing the list of 9 finalist topics to be addressed at conference sessions during Portada Los Angeles on April 2, 2020. These topics have been chosen by members of the different Portada Council System units. At the November 14 Happy Hour presented by Digo Hispanic Media, marketers who are members of the Portada Council System, will vote for the winning topics for the three main Portada Los Angeles speaking slots: Keynote, Consumer Insight Highlight, and MarTech Solution Spotlight.

Due to the resounding success and growth of the Portada Council System over the last year, going into 2020 we want to make sure that our event programming mirrors the preferences and needs of the brand marketers and first-class marketing service suppliers in our system,” says Marcos Baer, president of Portada.

Finalist topics per speaking slot for Portada Los Angeles 2020 

Brand Star Committee meeting during Portada New York
Brand Star Committee, a unit of the Portada Council System meeting during Portada New York

Brand Marketer Driven Event Programming…

At their in-person meeting at Portada New York, the first-rate brand and media agency decision-makers who are members of the Brand Star Committee, Agency Star Committee and Sports Marketing Board suggested topics for each of the speaking slots. Each Council System unit nominated one finalist per category (see above).

 


…with the final vote at the Happy Hour & Council Content Choice, Nov. 14

On November 14, Portada Council System members will gather at the Happy Hour & Council Content Choice presented by
Digo Hispanic Media,
 where Portada’s Council System members will vote for the winning topics to be addressed at the three Portada Los Angeles speaking slots on April 2, 2020.

“We’re thrilled to present the first Portada Happy Hour & Council Content choice,” commented Augusto Romano, CEO of Digo Hispanic Media. “It’s a great way to advance our partnership with Portada, which has been of great benefit to our company. Having the support of this great team to accelerate our market entry has greatly facilitated the process.”

If you are a brand marketer and would like to join the Portada Council System, please provide contact information here
If you are a marketing service provider and would like to join the Portada Council System, please provide your contact information here.

 

Brand Marketing Executives to Vote for Portada Los Angeles 2020 Winner Topics on November 14 include:

Vice President, Sponsorships, Wells Fargo    

Senior Manager, Advertising & Marketing, Multicultural, Kia Motors America

 Head of US Sports Marketing, Anheuser-Busch InBev

 Vice President, Global Sponsorships, Head of Americas, SAP 

Marketing Manager, Nestle USA

Senior Brand and Latino Marketing Manager, Intuit

National Media Manager, JCPenney                                                                           

National Director, Multicultural & Growth Markets, Realogy

 US Managing Director, CH Carolina Herrera

Digital Marketing Manager – SEM and SEO, Sprint                                                                                                   

EVP I CMO, Curacao

Manager, California Endowment

Category Marketing Manager, GraceKennedy Ltd

Head of Marketing Activation & CRM, Conagra 

Dozens of additional brand marketers will be announced by early 2020.

 

 

We are excited to announce that Sara Toussaint, Vice President, Sponsorships at Wells Fargo is joining the Portada Sports Marketing Board, one of the six units of Portada’s Council System. The board’s next in-person meeting will be at Portada Los Angeles on March 14 in Los Angeles’ Loews Hotel.

Sara oversees Wells Fargo’s Major League Soccer, Mexican National Team, and other soccer sponsorships.

Her sports background also includes Director of Business Development for the Boston Blazers, Hispanic Partnerships for the MLS, and Labor Relations for the MLB. The Sports Business Journal named her a 2018 “Game Changer.”

Prior to Wells Fargo, Sara directed all marketing efforts and scouted investment opportunities for Allied Minds and served as Associate Director of Alumni Relations for the University of Chicago.

Sara started her career at the law firm of Covington & Burling, first as a legal assistant and later in PR & marketing. She earned her BA in Public Policy (UChicago) and an MBA (NYU).

Apart from meeting with the Sports Marketing Board on March 14, Toussaint will take the Portada Los Angeles stage on March 15 to talk about: ‘The Promise of Women’s Soccer: How Should Brands Use it for Activations?’. To get her and all the other brilliant speakers’ insights, click here.

Welcome, Sara, to the Portada Council System!

We are excited to announce that Shirley Flores, Account Supervisor, Local Investment at OMD USA, is joining the Portada Agency Star Committee, one of the six units of Portada’s Council System. The Council System’s next in-person meeting will be at Portada Los Angeles on March 14 at the Loews Hotel, Santa Monica.

Shirley Flores is a seasoned media specialist with a focus on negotiating and executing entertainment media strategies. These strategies include multi-layered sponsorship development, product integrations, promotional extensions including traditional TV, Radio, digital, social & search.

A media professional with experience in General Market, US Hispanic, and the Latin American Market, Flores is in charge of managing and executing integrated US Hispanic-targeted advertising campaigns, as well as General Market multi-platform executions. She is a forward thinker and a risk taker, always looking for new challenges.

Excellent reputation in being highly detailed, organized and a great team player. Well rounded and recognized as a media expert within telecommunications/ technology, package goods, financial/ banking, and automotive industries.

Welcome, Shirley, to the Portada Council System!

We are excited to announce that Lauren (Barish) Handelman, Media Director at Spark Foundry is joining the Portada Agency Star Committee, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Los Angeles on March 14 at the Loews Hotel, Santa Monica.

Lauren is a long-standing member of the Publicis Groupe family, having joined the SMG Multicultural team in 2008.

She currently works at Spark Foundry New York as the Director of Video Investment for Wendy’s.

Previously, she spent seven years at Tapestry, where she orchestrated award-winning video & branded content campaigns for Procter & Gamble‘s beauty brands, before moving to NYC where she led cross-platform multicultural investment for Sprint.

Welcome, Lauren, to the Portada Council System!

What: Portada will host five major events in 2019 to spur knowledge-sharing and networking between brand marketers.
Why it matters: Portada’s unique six unit Council System will analyze growth drivers for marketing innovation and passion point marketing in multicultural America. Best-in-class networking and branding solutions are available for marketing services vendors.

This morning, Portada announced preliminary agendas for its five main 2019 events, to take place throughout the year in key markets: Los Angeles (March 15), Miami (April 12) and New York (on April 3 and September 12), as well as in Mexico City (October 17).

Each Portada event will host brilliant brand innovators who will delve deep into topics related to marketing innovation and passion-point marketing, while providing the setting for the closed-door meetings of the six units of Portada’s exclusive Council System: the Americas Board, Agency Star Committee, Brand Star Committee, Brand Star Committee Latam, Sports Marketing Board, and Travel Marketing Board.

“I think it’s a great thing that Portada has put together, it’s given me a chance to really interact with some folks that I’ve known in the industry but maybe we hadn’t gotten together around the specific unique targeted approach like multicultural Hispanic marketing through the lens of sports and sports marketing, so it’s been very engaging for me,” says Dan Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance and a member of the Sports Marketing Board.

 

 

In addition, brand and agency executives who are Portada Council System members, as well as other brand marketers belonging to the Portada network, will be available for one-on-one meetings with pre-screened Portada partners.

The 2019 Portada Events will take place as follows:

March 15, 2019: Portada Los Angeles, Hotel Loews Santa Monica, Los Angeles

#PortadaLA will provide a unique setting for brand marketers to explore the enormous opportunities sports, music, and entertainment content offer to engage consumers in multicultural America. Register at https://www.portada-online.com/events/portadalosangeles19/

 

April 3, 2019: Data and Content Marketing Forum, New York City

At #PortadaNYData we will be sitting down with leaders who will explain how content influences commerce and analyze how data determines their content strategies. Register at https://www.portada-online.com/events/marketingforum/

 

April 12, 2019: Portada Miami: Hotel EAST, Miami
The twelfth annual edition of #PortadaMIA will focus on how technological innovation is reshaping the Latin American and U.S. marketing space. The top-notch agenda will particularly place strong emphasis on panregional marketing as well e-commerce and direct to consumer trends and their implications for brand marketers. Register at https://www.portada-online.com/events/portadamiami19/

 

September 12, 2019: Portada New York, Yotel New York, New York City
Retailers and direct-to-consumer brands are having the thrill of their lives. Flux is the new business as usual and data and content play a pivotal role. At #PortadaNY we will be sitting down with leaders who will explain how content influences commerce and analyze how data determines their content strategies. Register at https://www.portada-online.com/events/portadanewyork19/ and check out this year’s highlights here: https://www.youtube.com/watch?v=yW_Q3tgtpIY

 

October 17, 2019: Portada Mexico, Casa Lamm, Mexico City
#PortadaMX will dive deep into how technological innovations are reshaping the Mexican and Latin American marketing space. AI, virtual reality, machine-based learning, and programmatic marketing will have an important place in the agenda. Register at https://www.portada-online.com/events/portadamexico19/ and check out this year’s highlights here: https://www.youtube.com/watch?v=zGEzYc00I4Y

 

Pablo Chiozza, Senior VP US, Canada, Asia & Caribbean, Latam Airlines Group, and a member of the Travel Marketing Board says that the board is a “very good opportunity to share different visions among different industries; we are airlines, car rentals, hotels… and it’s amazing how, even though it’s the same industry, it’s different pillars, and it’s amazing how we all share the same challenges and it’s interesting to see how everything is related.”

 

Networking and marketing solutions for marketing services providers: 

Portada provides best-in-class networking and branding solutions to marketing service vendors, including marketing agencies, tech-platforms, media properties and other suppliers of marketing services. These solutions can include:

  • Council System integrations
  • A guaranteed amount of one-on-one meetings with pre-selected brand and agency executives
  • Event integrations
  • Content Marketing Solutions
  • Branding at Portada events, websites, e-letters, and print properties.

 

To find out more about the above-cited services, please contact Sales Coordinator Michelle Lopez.

Follow us on social media: Youtube | Twitter | Facebook | LinkedIn

What: Portada has revealed the dazzling agenda for this year’s #PortadaMX, to take place on October 17 at Casa Lamm.
Why it matters: #PortadaMX will be the setting for the last 2018 meetings of the Portada Brand Star Committee Latam and Agency Star Committee Latam, and attendees will network one-on-one with major executives from both units of the Council System. Get tickets now!

Portada announced today the agenda of Portada México, taking place October 17 at Casa Lamm in Mexico City. Sponsored by Futbol Sites, this edition of Portada México will be a success.

 

BRAND EXECUTIVES TAKING PART IN #PORTADAMX INCLUDE:

Ángel Carmona, Business Manager Latin America, Wilson Sporting Goods
José Camargo Samperio, Ecommerce SubDirector, Best Buy Mexico
Andrea Echániz Cuenca, Senior Project Manager, Grupo Bursátil Mexicano
Yamile Elias, Director of Business Innovation & Marketing, PepsiCo 
Iker Palazuelos Atollini, Brand Manager, Salomon Latam 
Carlos Leal, Marketing Director, Rappi 
Rafael López de Azua, Head of Media and Digital, LATAM (Director), Coty 
Martín Jones, Digital Director South Cluster, Philip Morris International 
Guillermo Rivera, Senior Marketing Manager, Amazon 
Juliana Sarria, Manager of Consumer Engagement, Grupo Gepp – PepsiCo México 
Eduardo Angulo, Marketing Director, Unilever Mexico

 

 

For the first time Portada will be including in the event in Mexico its Portada Meet-Up service, which allows attendees to hold one-on-one meetings with four brand and agency executives chosen beforehand by the attendees when acquiring their tickets. The executives are members of the exclusive Portada Council System, which brings togetherprominent brand and agency representatives in Latin America. As part of Portada México activities, members of the Brand Star Committee Latam and Agency Star Committee Latam will meet behind closed doors to discuss important issues.

In addition to high-level networking opportunities in a beautiful home from the early 20th Century, all attendees of #PortadaMX can participate in two interactive workshops with experts on trends that are transforming the marketing industry. First, Carlos Leal, marketing director at Rappi, will offer a workshop on App-Marketing. Later on, Javier Martínez Morodo, director general of Grupo Bursátil Mexicano, will share his insights in a workshop on Fintech innovations.

To acquire tickets to Portada México, which include admission to the two interactive workshops and the Portada Meet-Up service, please visit the event website at https://www.portada-online.com/events/portadamexico/ and register as soon as possible.

Portada has officially launched its Council System. The five different council units already met once virtually during the first quarter and in-person at Portada Miami in mid-April. The next in-person meetings will be at Portada New York (Sept. 24-25) and Portada Mexico (Oct. 30). Check out what the brand marketing member executives have to say about the experience so far!

 

“I think that Portada has been doing a great job, I’m really excited about all the things we’ve been working on during these meetings and understanding, not only inspiring but really taking action, so for me it’s very interesting.”

Perla Patricia Aragón, Digital Marketing Director MX, at L’Oréal (Council of the Americas Member)

 

 

“I am honored to be part of Portada’s Agency Star Committee. Driving growth through multicultural audiences is no longer a ‘nice to have’, but instead a key component of realizing full growth potential for our clients. Portada helps promote deeper marketplace understanding of that essential principle.”

Dana Bonkowski, SVP, Multicultural Lead, Starcom Worldwide (Agency Star Committee Member)

 

 

“Having a Brand Star Committee and getting marketing people to share their experiences is a great idea. The idea of having an opportunity to really link with people who have the same challenges as you, who maybe have had the same launching opportunities… and really just share.”

Margie Bravo, Multicultural Champion, Nestlé USA (Brand Star Committee Member)

 

 

“I’m in the Travel Marketing Board, a very good opportunity to share different visions among different industries, we are airlines, car rentals, hotels… and it’s amazing how, even though it’s the same industry, it’s different pillars, and it’s amazing how we all share the same challenges and it’s interesting to see how everything is related.”

Pablo Chiozza, Senior VP US, Canada, Asia & Caribbean, Latam Airlines Group
(Travel Marketing Board Member)

 

 

“Being a part of the Brand Star Committee has been really interesting so far. I think that part of the challenges that we all face as marketers are actually really similar to one another even across industries, across brands…  I’m grateful that Portada has created a forum to share and reapply, to not just talk about the successes, but talk about the challenges so that we can help one another.”

Marissa Fernandez, Director, Marketing Strategy and Fan Development, NFL
(Brand Star Committee Member)

 

 

“I think it’s a great thing that Portada has put together, it’s given me a chance to really interact with some folks that I’ve known in the industry but maybe we hadn’t gotten together around the specific unique targeted approach like multicultural Hispanic marketing through the lens of sports and sports marketing, so it’s been very engaging for me.”

Dan Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance
(Sports Marketing Board Member)

 

 

“The Brand Star Committee has been great. We’ve had great discussions about real-life problems in marketing we’re having today, and solutions, and part of it is because we had a great group of marketers and marketing practitioners. Even though I get invited to this kind of things all the time, the executives we had at the table, this time it was top-notch, great quality people that could really get to a deeper level of discussion than I’ve had at other places.”

Rafael Lopez-de-Azua, Head of Media and Digital, Latam, Coty
(Brand Star Committee Member)

 

 

“I think it’s a great idea, I really liked that we were able to get together in a group yesterday and just talk peer-to-peer about the things we’re struggling with, or things we’re finding challenging, and see what other people have learned from their experiences.”

John Sandoval, Senior Brand and Latino Marketing Manager, Intuit

(Brand Star Committee Member)

 

“It has been a great experience so far, we’ve meet twice and it’s great to have the access to all these people in the marketing world that have the same type of issues that we do and discuss these matters, try to find solutions and interact that way, so it’s great networking with your peers. It’s a great opportunity to get access to different technologies, different ideas, and in a great setting.”

Ana Lucía Soto, National Media Manager, JCPenney (Brand Star Committee Member)

 

 

“I am proud to be associated with Portada’s exciting new Council System, and am eager to partner with other industry leaders to move multicultural advertising forward.”

David Queamante, SVP, Media Director, UM Worldwide (Agency Star Committee Member)

 

 

 

“The Council System is very unique for us at Mastercard. It allows us to better understand what the Hispanic market is doing and we can leverage that with a lot of our properties. That’s the biggest feature and the benefit. And bringing our knowledge as it relates to Mastercard to this business and the Hispanic community is very important to us.”

Mike Tasevski, VP, North America Sponsorships, MasterCard
(Sports Marketing Board Member)

 

 

For further information about Portada’s Council System, head to our Frequently Asked Questions section.

In addition to the more than 70 brand marketing executives who integrate Portada’s expanding Council System, Council System integrations are available to an elite group of marketing services vendors. To discuss opportunities and find out more about how Portada’s content and networking platform can help your brand’s marketing objectives, please contact Portada Sales Manager Isabel Ojeda.