We are very excited to announce Portada Live on October 14. At this exclusive virtual event, Brand Decision Makers will share knowledge about Digital Transformation and Purpose Driven Marketing, the two most salient topics in the current marketing environment challenged by COVID-19 and civil unrest about racism.
Through a combination of exclusive bespoke workshops, pre-scheduled 1:1 meetings, and collaborative knowledge-sharing sessions, Portada Live will provide the brand marketing community and Portada media and marketing service vendor partners the ideal platform to gain exclusive insights and develop new business in these challenging times.
We will be using an interactive and fun virtual platform which will maximize knowledge-sharing and networking. Stay tuned for directions from the Portada Team in the coming weeks.
Brand Decision Maker Driven Content
Brand marketers from corporations including: Cox Communications, Lyft, Nestle, K-12 , Wells Fargo and many more will discuss the below topics:
Collaborative Knowledge-Sharing Session: How Covid-19 is Accelerating Digital Transformation: A cross-industry perspective Brand decision makers from the beauty, real estate, online education, CPG and QSR industries will provide actionable insights about their digital transformation and readiness, including e-commerce marketing and the use of marketing technologies, in these unprecedented times.
Research Spotlight: Consumer Behavior Trends for 2021
Brand Marketer Challenge: Purpose Driven Marketing in the Age of a Pandemic, Recession and Racial and + Social Injustice With the widespread outrage about racial inequality in the U.S. and worldwide, consumers are voting with their wallets about brands’ response to racism. A brands’ alignment with its core values and purpose should be the foundation of consumer support, even more so in a time where many Americans face traumatic financial decisions purchasing products (e.g. cereals or rent payment). Does a more progressive stance antagonize conservative stakeholders? How does this ultimately impact sales?Additional topics to be announced.
Opportunities for Marketing Service Suppliers
For information about thought-leadership speaking integrations and 1:1 meeting packages with major brand decision makers at Portada Live on October 14, please contact Sales Director David Karp.
Jordan Gnat, Robin Chhabra, Andy Clerkson, Loida Ruiz….People invest in companies, change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here.
Jordan Gnat, Robin Chhabra and Andy Clerkson Invest in Futbol Sites
Digital sports media group Futbol Sites announced that it is joining forces with Jordan Gnat, Robin Chhabra and Andy Clerkson, who together have acquired a significant interest in the Group, as well as appointing Mr. Gnat as Vice-Chairman of Futbol Sites. The terms of the investment were not disclosed. Federico Grinberg, CEO of Futbol Sites tells Portada that a “key element of the company’s strategy going forward will be to accelerate growth in the U.S., both in the U.S. Hispanic as well as the general market. Futbol sites recently launched a new website catering to the U.S. general market. ” Grinberg adds that online sports betting has had a significant advance in the United States and Futbol Sites also aims to be a major player in this sector. Jordan Gnat is a Senior Business Executive with over 25 years of leadership experience and over 17 years in the global gaming and media industries. Most recently Jordan was the Group Senior Vice President of The Stars Group, the parent company of PokerStars, FOX Bet, PokerStars Casino, SkyBetting and Gaming and Oddschecker Group Media. Robin Chhabra is an experienced executive in the online gambling industry and currently serves as the Chief Executive Officer of FOX Bet, a landmark partnership between Flutter Entertainment and FOX Sports in the USA. He was previously on the Executive Committees of The Stars Group, William Hill and Inspired Gaming Group where he focused on strategy, business development and M&A and expanded the global footprint of each of these companies. Andy Clerkson has spent three decades building brands for media, sports betting and gaming companies in the USA, UK and Europe. In 2019, he helped The Stars Group and FOX Sports set up FOX Bet, for whom he is a senior advisor. In 2007 Andy founded influential digital marketing agency Grand Parade, which specialized in sports betting and was acquired by William Hill in 2016.
Loida Casares has taken on a new role as Account Manager for Houston Public Media and Market Enginuity. She manages an account desk and sells corporate sponsorships for KUHF 88.7 NPR, Channel 8 PBS, digital media and podcasts for Houston Public Media and Market Enginuity. She also sells multi-market campaigns that include any of the other 17 markets that Market Enginuity represents. She will report to Millie Adan-Garza, Director of Sales and Corporate Sponsorships. Casares began her professional career in advertising 27 years ago at the Houston Chronicle. Until recently, Casares worked as a Senior Account Manager at the Houston Chronicle.
WildBrain Spark, the digital media division of WildBrain—one of the world’s largest independent kids’ and family entertainment companies—has appointed Charles Gabriel to the newly created position of Vice President and Head of US Advertising Sales. WildBrain Spark builds brands through the management and creation of preschool and children’s entertainment content on platforms such as YouTube, Amazon Video Direct and ROKU. WildBrain Spark’s branded YouTube network is one of the largest of its kind, featuring more than 260,000 videos for more than 800 kids’ channels in over 30 languages. Every 90 days, one in every three kids worldwide with access to YouTube watches video content on the WildBrain Spark network, which has over 168 million subscribers, and approximately 4 billion views per month.
We hope this message finds you healthy and safe. We know that the coronavirus crisis is bringing up many until very recently unthinkable challenges for the marketing community. We deeply appreciate the relationships we have built, and we understand this is also a difficult time for your brands and businesses. We want to tell you that we are here to help. Please, let us know if you have any inquiries or if there is anything we can do for you at this time.
Over the next weeks we will be closely monitoring the situation and are looking forward to soon continue providing you:
Year-round participation in 24 virtual and in-person brand decision maker workshops belonging to 6 different units of the Portada Council System.
More than 800 1:1 meetings with pre-screened brand marketers annually.
Thought-leadership opportunities on topics chosen by brand marketers based on their needs.
Best-in-class digital marketing solutions through Portada media.
Short term it will likely have an impact and it may also accelerate trends that are already under way. How will the coronavirus impact marketing? Four things to take into account.
1. Short term: Uncertainty and Risk Aversion…
The coronavirus may soon be contained and ultimately not have a major impact on economic activity levels, similarly to the 2003 SARS outbreak and the 2014-2016 Ebola outbreak. In the short term, however, things are likely going to get worse before they stabilize. That’s because virus outbreaks, by definition, initially have a very high growth rate of positive cases. Uncertainty rules. “I think the reason we were not specific was just because I think at the moment, it’s really just unknowable,” WPP CEO Mark Read, said during the company’s earnings call last Thursday February 27, when asked about the business impact of coronavirus on WPP’s China business. “It’s more unknowable today than probably it was Friday, if we had this meeting Friday of last week, we may [have] given you a different answer then we give you today.” As COVID 19 cases grow outside of China, the uncertainty is also increasing in the rest of the World, including the rest of Asia, North America and Europe (the main marketing hubs). Not surprisingly, all major agency holding stocks have taken hits along with the broader market last week. With WPP’s shares falling 15%; IPG is down 5%; Omnicom is down nearly 4%; Dentsu Aegis fell 2.5%; and Publicis Groupe down 5.6%. In the real economy, global tourism and retail have been hit particularly hard, as Chinese tourists provide a major source of income for many markets.
2. Coronavirus Impact on Marketing: More emphasis on Virtual – Digital Marketing
In the short term companies are starting to restrict travel and encouraging remote work (e.g. Amazon told its employees to avoid all non essential travel for now including within the U.S.) Facebook, on its part, last week cancelled a global marketing conference in San Francisco’s Moscone Center. Activations and sponsorships at live events may be impacted negatively as marketing, including event marketing will become more virtual. This is not good news in a year where analysts were expecting to see an uptick in media investments from marketers eager to capitalize on events like the 2020 Tokyo Olympics.
The virus may also accelerate a trend that was happening anyway. Executive meetings and virtual events over hangouts will increase. For an example check out Portada’s Council System of brand marketers, which conducts12 brand decision maker virtual workshops a year.
3. Driver for E-Commerce…
In parts of China, major retailers like Starbucks, Uniqlo, Nike and Apple have temporarily shuttered their stores, while small and medium-size retailers are being hit particularly hard as foot traffic dwindles. This may happen in the U.S. in areas that have been particularly negatively affected by the outbreak. Reduced in-store activity will be a driver for increased e-commerce activity and e-commerce marketing. The big caveat here is if the outbreak creates serious supply chain issues (at producers, shipping and overall logistics e.g. Apple and Microsoft warning of supply chain problems last week), therefore limiting the amount of goods that can be purchased by online buyers.
…particularly Online Grocery…
Housebound consumers in China are turning to online groceries for their daily food supply. According to French retailer Carrefour, vegetable deliveries increased by 600% year over year during the Lunar New Year period. Chinese online retailer JD.com reported that its online grocery sales grew 215% year over year to 15,000 tons during a 10-day period between late January and early February. Concerns about food delivery due to possible food contamination have spurred recent innovation in contactless pickup and delivery services by companies such as McDonald’s and Starbucks.McDonald’s has implemented contactless pickup and delivery of Big Macs, fries and other menu items across China as the outbreak has unfolded. Customers order remotely – on mobile phones or by computers in store – and employees seal the meals in bags and put them in a special spot for pickup without human contact, McDonald’s says on its website.
4. Coronavirus Impact on Marketing: Boost to At-Home Entertainment, Video Streaming and Gaming
If employees are forced to stay at home more, it will also impact how consumers spend their leisure time as they may have to avoid public gathering spaces, like movie theatres, concerts and gyms, leaving more time for them to binge on home entertainment and video services. Advertising revenues of companies that heavily bet on video content and advertising ,e.g. Roku, Youtube, Netflix and others should benefit from a public that’s stuck at home.