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87% of homeowners experience anxiety and dread about home maintenance and worry about what could go wrong next

PALO ALTO, Calif.–(BUSINESS WIRE)–Hippo (NYSE: HIPO), the home insurance group focused on proactive home protection, today unveiled the new Hippo Home Care mobile experience for Hippo customers, and a new ad campaign to help homeowners ‘Feel the Housepower.’ A recent Hippo survey found 87% of homeowners experience anxiety and dread about home maintenance and worry about what could go wrong next. These same homeowners are looking for an offering that instills confidence and helps them proactively protect their homes.

Hippo Home Care is a complimentary experience designed to combat that anxiety and empower homeowners with a host of features that includes a Home Health Assessment, a detailed Home Check-up with a Hippo Home Care expert, a personalized checklist of preventive maintenance tasks and ongoing access to Hippo Home Care pros for advice on how to address issues.

Hippo Home Care experts help to quickly identify specific issues and advise homeowners how to take action before they turn into bigger problems. As homeowners complete actions on their personalized list, such as inspecting their water heater or replacing an air filter, their Home Health indicator visually improves in the app.

“Homeowners know preventative home maintenance is critical, but many don’t know where to begin,” said Rick McCathron, CEO and President of Hippo. “Hippo Home Care takes us well beyond offering insurance. This first-of-its-kind mobile experience proactively arms homeowners with the information and know-how to confidently protect their homes.”

The new brand campaign taps into that new-found confidence, depicting the importance of getting ahead of small issues to help prevent huge headaches. The first 60-second spot, titled ‘Feel the Housepower’, differentiates Hippo in a category dominated by spokes-animals and slapstick humor, highlighting the feeling of ‘Housepower’ — the confidence and control consumers need to stand up to whatever homeownership throws at them.

Three additional 30-second spots, titled ‘For the Owners’, contrasts the stagnant, centuries-old model that encourages “owners” to wait until things break to fix them with “Owners” who want to take control using Hippo’s proactive products and services to feel the Housepower.

“Our new brand campaign brings to life how we empower our customers with Housepower, evoking the confidence and control our customers feel when Hippo has their back,” said Simon Fleming-Wood, Chief Marketing Officer of Hippo. “As a protection-first company, we are betting on our customers rather than against them, constantly searching for new ways to help consumers crush homeownership.”

Hippo’s ‘Housepower’ ads can be viewed here. ​​

About Hippo

Hippo is protecting the joy of homeownership, helping to safeguard customers’ most important financial asset by harnessing the power of real-time data, smart home technology, and a growing suite of home services to deliver proactive home protection.

Hippo Holdings Inc. operating subsidiaries include Hippo Insurance Services, Hippo Home Care, First Connect Insurance Services, Spinnaker Insurance Company, Spinnaker Specialty Insurance Company, and Mainsail Insurance Company. Hippo Insurance Services is a licensed property casualty insurance agent with products underwritten by various affiliated and unaffiliated insurance companies. For more information, including licensing details, visit http://www.hippo.com.


Mark Olson/Courtney Klosterman


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. T-Mobile’s latest Un-carrier move, Coverage Beyond, includes free high-speed data in 210+ countries and destinations as well as free in-flight connectivity and streaming all flight long on the biggest U.S. airlines.

Jorge Martel, Vice President of T-Mobile’s Puerto Rico region.

Portada spoke to Jorge Martel, Vice President of T-Mobile’s Puerto Rico region where he oversees Marketing, Sales, Finance, Customer Service, Human Resources, IT and Engineering. Martel is also responsible for profitable customer growth and retention, and full P&L accountability for the region.
Martell tells Portada that starting Tuesday June 21, the official start of Summer, T-Mobile is kicking off Coverage Beyond with three major parts:   Free high-speed data worldwide in 210+ countries and destinations, “including most Latin American countries, inclusive of Mexico,  as well as most European countries.”:
In addition, T-Mobile will be providing free in-flight connectivity with streaming, where available, across some of the biggest US airlines  starting with Delta, Alaska Airlines and American Airlines, and with United Airlines to come soon. Martel, notes that “for qualifying plans free-in-flight connectivity will be provided for 4 flights per year for the whole flight and, beyond that,  one hour per flight. Qualifying plans include Magenta MAX and Business Unlimited Ultimate. Sprint customers will get similar benefits. Sprint was acquired by T-Mobile in 2020. According to Martel, U.S. travelers pay US $1.5 billion a year for in-flight connectivity. “People are spending 28% on flights this year and ticket prices are going up. We want to make it fun to fly,” Martel asserts.

U.S. travelers pay US $1.5 billion a year on in-flight connectivity. T-Mobile customers will now be able save that expense.
Mike Sievert, CEO, T-Mobile.

“Our mission is to be the best in the world at connecting customers to their world, and that means making sure your phone just works wherever you go – even if you travel beyond our signal,” says Mike Sievert, CEO, T-Mobile. “We pioneered coverage in-flight and abroad, and today we’re going full throttle to change the game again. This is what the Un-carrier does – hunts down pain points, smashes them, and changes the game for good,” Sievert adds.

We pioneered coverage in-flight and abroad, and today we’re going full throttle to change the game again.

In addition, T-Mobile for Business customers will soon get the Secure Wi-Fi mobile app, included at no extra cost with Business Advanced and Ultimate plans. Secure Wi-Fi is a set-and-forget app that, when connected to public Wi-Fi, automatically helps protect customers’ data and enhance their experience on their smartphone – anywhere in the world.
Finally, the new Un-carrier move also includes benefits such as a full year AAA membership (AAA on Us) for a full year a  25 cents off per gallon of gas at Shell this summer through July. An additional perk is T-Mobile TRAVEL with Priceline – through which customers can get up to 40% off select hotels, rental cars, flights and more.  T-Mobile  customers can get these benefits through the T-Mobile Tuesdays app.
T-Mobile marketing and advertising is kicking into high gear, according to Martel: “All major media will be supported to promote the Coverage Beyond campaign including  TV, Out of Home and Digital.” In 2021, T-Mobile spent approximately 2.2 billion U.S. dollars in marketing  in the United States, according to Statista.

All major media will be supported to promote the Coverage Beyond campaign including  TV, Out of Home and Digital.

T-Mobile Marketing: New Research Helps Substantially

T-Mobile’s new marketing push is helped by independent research which underscores the company’s leadership position in mobile network experience, performance and customer experience. Independent research firm Opensignal just published the Opensignal report of the Puerto Rico Mobile Network Experience. T-Mobile 5G Network collected the most #1 spots for mobile network experience. The Un-Carrier’s 5G Network leads the market in both performance and consumer experience. The study measured mobile network operators on Overall Experience, 5G Experience, Coverage, and Consistency – and T-Mobile ranked #1 in 14 of the 15 categories and won it all in Overall as well as 5G Experience. These results underscore T-Mobile’s 5G Network leadership position in the market.




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.

GetApp research finds strong interest among marketers to experiment with emerging technologies, but 49% have faced implementation challenges.

STAMFORD, Conn.–(BUSINESS WIRE)–Emerging technologies such as blockchain, AI, and IoT platforms are exciting for marketers, but new GetApp research shows that many businesses aren’t getting the ROI they had hoped for…at least not yet. In this survey of 301 marketers, 65% say emerging martech inspires them to do their best work, but nearly half (49%) admit they have faced challenges with these much-hyped technologies, including integration issues, governance complications, and cost.

It can be risky to invest in emerging technologies—this research unpacks how these new technologies stack up against more well-established technologies by measuring ROI and identifying benefits and challenges.

The ROI timeline can vary significantly, so businesses should plan their investments accordingly. These emerging technologies were rated the highest among marketers for generating ROI within two years: chatbots (69% of marketers report ROI in under two years), virtual reality/augmented reality (60%) and AI/machine learning (59%). Conversely, positive returns on blockchain technology take the longest: 42% of marketers using this technology say it takes 2-5 years to generate positive ROI.

Marketers are adopting emerging technologies, even if it takes time to generate ROI. The most popular emerging technologies are voice search (59% of marketers investing in this technology in the past 12 months), IoT platforms (53%), and chatbot technology (49%). Overall, marketers say that emerging technologies can help enhance the customer experience, offer a competitive advantage, and create improved products and services.

Despite the interest in emerging technologies, 58% of marketers still believe that there are realistic alternatives to new, emerging, or disruptive technologies that should be considered. Surveyed marketers say that well-established technologies like social media management, customer relationship management, and marketing automation platforms are more valuable in meeting marketing objectives compared to emerging technologies.

“Emerging martech is exciting, as it could provide marketers with a great competitive advantage,” says Meghan Bazaman, senior marketing analyst at GetApp. “However, it’s important to take a step back, set expectations, and evaluate business priorities before jumping in. Businesses should also be prepared to play the long game as a positive ROI for these investments takes time.”

Visit www.getapp.com to read the full report and explore martech software recommendations to grow and scale your business.

About GetApp

GetApp is the recommendation engine small businesses need to make the right software choice. GetApp enables SMBs to achieve their mission by delivering the tailored, data-driven recommendations and insights needed to make informed software purchasing decisions. For more information, visit www.getapp.com.


Media Contact
Cindy Lien


MMA audience growth: Combate Global, the premier Hispanic Mixed Martial Arts (MMA) sports franchise, posted the second-highest television viewership in company history with its latest tentpole event on Univision and TUDN USA on Sunday, May 29 from Miami, Fla. Portada talked to Combate Global CEO Campbell McLaren.

Despite a late start of 11:52 p.m. ET for the program, the Combate Global event averaged 884,000 P2+ viewers, including 414,000 viewers in the A1849 demographic, marking the second largest Combate viewership ever for both demographic groups, with a huge following among Hispanics due to Combate Global’s partnership with Univision and TUDN USA. In addition, Combate Global is broadcast through Paramount+. According to Campbell McLaren, CEO of Combate Global, the MMA company’s “Paramount+ English language audience is one-third Hispanic. Our big audience in Spain that watches us on Eurosport is 100 percent Hispanic, and our growing French audience on RMC Sport is probably 0% Hispanic.”

The performance is bested by that of only one other previous Combate Global show, which took place on August 1, 2021, and garnered an average of 1,097,000 Univision viewers. According to Nielsen data, Combate Global is the number one-viewed Spanish-language program in late-night television. 

On July 28, 2021 – Combate Global, LLC and Univision Communications Inc. announced that Univision had acquired a significant equity stake in the premier Hispanic Mixed Martial Arts (MMA) sports franchise. The transaction formally aligned Combate Global’s world-class talent and deep connection to the MMA community with Univision’s promotional and production capabilities, positioning the fight organization for international expansion.

Once again, Combate has put on an amazing show for a massive, new audience that we have introduced to MMA giving this audience exactly what it loves – much more action.”

The Combate Global viewership figure for its latest tentpole event represents an increase of nearly 79 percent from the average number of viewers (494,000 P2+ viewers, including 258,000 A1849 viewers) that watched its previous tentpole show on March 24. 

Last Sunday’s Combate Global event, which aired in over 70 countries worldwide, was headlined by the return of reigning Combate Global World Bantamweight (135 pounds) Champion David “The Black Spartan” Martinez (7-1) of Mexico City.  Martinez scored a thunderous, first round (2:08) TKO on Arturo “El Makako” Vergara in a non-title bout.

David Martinez vs Francisco Rivera Jr

The number two sport

Combate Global is rapidly becoming the number two sport after soccer for Spanish speaking fans worldwide. It is the only MMA property regularly airing on broadcast television in both the U.S. (Univision) and Mexico (Televisa).  In 2021, Combate Global partnered with CBS Sports to distribute its live shows in English in the U.S. on Paramount+.  The company’s programming is available in over 70 countries in Europe, Africa and elsewhere globally.

There is a great deal of crossover between the Combate Global Hispanic MMA audience and the Hispanic soccer audience, with the big difference being that Combate has a very large female audience, as well as a younger audience,” McLaren told Portada.

Nielsen research indicates that an astounding 91 percent of Combate Global viewers in the U.S. are not regular viewers of other MMA content, demonstrating that Combate Global has garnered a new MMA audience with its World Cup-style, country vs. country-style competition. Each year of Combate Global action culminates with “COPA COMBATE,” the toughest event in sports, and the most coveted destination for representing one’s country.

Campbell McLaren. with Cristian Perez.

Sponsorships and advertising to the MMA audience

McLaren tells Portada that Combate Global has had an “incredible response at Univision ypfronts.” “Several high-profile sponsors will be announced over the course of the next few weeks. Moving forward, every ad category seems as a good match, too. We see every category that values Gen-Z and millennials – both male and female – as being perfect partners for Combate Global,” McLaren, said.

We see every category that values Gen-Z and millennials – both male and female – as being perfect partners for Combate Global.

What’s next for Combate Global?

With such an impact and success among the American and Hispanic market, Combate Global is looking to grow their audience in Europe, beyond Spain.

“Combate is doing exceptional ratings in Spain and France, and we are anticipating similar growth in Italy and Portugal.  We are also pleased to have donated our live programming to Xsport in Ukraine, hoping to provide some entertainment to the war-torn country,” McLaren noted.

We are anticipating similar growth in Italy and Portugal.

Combate Global CEO Campbell McLaren, also the co-founder and creator of the Ultimate Fighting Championship (UFC), has been described by New York Magazine as “the marketing genius behind the UFC,” while Yahoo Sports has said he “knows more about the sport than just about anyone in it today.”  Under his direction, the growth of Combate Americas’ television footprint and worldwide audience triggered a re-branding in 2021 to Combate Global.


SAN FRANCISCO–(BUSINESS WIRE)–Pinterest, Inc. (NYSE: PINS) – Today, Pinterest is announcing that it’s signed a definitive agreement to acquire THE YES, an AI powered shopping platform for fashion that enables users to shop a personalized feed based on the user’s active input on brand, style, and size. Pinterest believes that THE YES’s leadership, innovative technology and talented team, combining shopping expertise with fashion industry credibility, will help accelerate Pinterest’s vision for it to be the home of taste-driven shopping.

With hundreds of brand merchants on its platform, the team at THE YES has built an extensive fashion taxonomy that uses human expertise and machine learning to power a comprehensive algorithm in fashion. THE YES’s brand relationships and shopping expertise can potentially be applied to other categories on Pinterest such as home, beauty and food.

THE YES was founded in 2018 by CEO Julie Bornstein, an ecommerce and fashion industry veteran and CTO, Amit Aggarwal, a tech industry veteran. Over the past several years, THE YES has scaled to provide a personalized daily shopping feed that learns a user’s style as they shop with hundreds of merchants, including global brands and discovery brands across the fashion spectrum.

Upon the closing of the transaction, Julie will report to Pinterest’s Co-Founder and CEO, Ben Silbermann, and will lead shopping vision and strategy across Pinterest, creating a new and strategic organization dedicated to Pinterest’s taste-driven shopping efforts that will help steer the evolution of features for Pinners and merchants on Pinterest. Pinterest is excited to welcome THE YES team to join Pinterest following the closing of the transaction.

“THE YES team are experts in building an end-to-end shopping experience. They share our vision of making it simple to find the right products that are personalized for you based on your taste and style. We’re very excited about THE YES’s talented team and technology as we build dedicated shopping experiences on Pinterest.” – Ben Silbermann, Co-Founder and CEO of Pinterest

“I’ve spent my career at the intersection of shopping, fashion and technology and have seen first-hand the valuable impact of building technology that enables brands to join a platform with ease while enabling customers to share their preferences. Joining forces with Pinterest to broaden our reach utilizing such an inspirational platform is an exciting and ideal next step for our team and technology.” – Julie Bornstein, Founder and CEO of THE YES

Pinterest is a shopping platform that brings together the unique commercial intent of its audience and the ability to visually explore products as you would in a magazine or catalog. In a world of impulse buying, Pinterest is designed to enable inspired shopping. It’s like a catalog, personalized to your unique tastes.

In the months following the closing of the transaction, Pinterest plans to sunset the THE YES app and website to allow the merged teams to focus on technology integration and evolving our shopping vision.

Subject to the satisfaction customary closing conditions, the transaction is expected to close in the second quarter of 2022.

This communication contains forward-looking statements within the meaning of applicable securities laws. Forward-looking statements and information usually relate to future events and anticipated revenues, earnings, cash flows or other aspects of our operations or operating results. Forward-looking statements are often identified by the words “will,” “can,” “expect,” and similar expressions, including the negative thereof. The absence of these words, however, does not mean that the statements are not forward-looking.

Because these forward-looking statements involve risks and uncertainties, there are important factors that could cause our actual results to differ materially from the expectations expressed in the forward-looking statements. These factors include, without limitation, the following: failure to obtain required regulatory approvals in a timely manner or otherwise; failure to satisfy any closing conditions to the proposed acquisition of THE YES; risks associated with tax liabilities or changes in U.S. federal tax laws or interpretations to which the proposed transaction with THE YES or the parties thereto are subject; risks related to the operation of THE YES’s business prior to the closing of the acquisition; failure to successfully integrate any new business; failure to realize the anticipated benefits of any combined operations; unanticipated costs of acquiring or integrating THE YES; potential impact of announcement or consummation of the proposed acquisition on relationships with third parties, including employees, customers, partners and competitors; inability to retain key personnel; changes in legislation or government regulations affecting the acquisition or the parties; and economic, social or political conditions that could adversely affect the proposed acquisition or the parties. More details about these and other risks that may impact our business are included in our Form 10-K for fiscal 2021 and in our other SEC filings. You can locate these reports through our website at http://investor.pinterestinc.com/. We caution you not to place undue reliance on any forward-looking statements, which speak only as of the date hereof. We do not undertake any duty to update any forward-looking statement or other information in this communication, except to the extent required by law.

***Financial terms of the transaction were not disclosed***



LeMia Jenkins


Investor Relations

Neil Doshi


Diageo, the world’s largest producer of spirits and beers,  spent US $2.5 billion in marketing in 2021, according to Statista. “At Diageo brands lead with culture,” Jennifer Yu,

Before Yu entered her current position at Diageo in August 2021, she worked as Senior Global Events Lead, High Touch Experiences at Apple, Inc. Contrasting the approach to marketing at both companies, Yu asserts that “at Diageo brands lead with culture. At Apple they lead with product.” After her experience at Apple, Yu wanted to go back into cultural marketing, where she had occupied positions prior in her career, as she is very interested in the  “human aspects that drive the connectivity of all the diverse cultures in the United States.”
Cultural Marketing
Diageo’s House of Slay activation brought together fashion, food, design and other cultural partnerships.

Yu’s role at Diageo is new  and, in her words, aims at  “driving a unified platform where all Diageo brands can show up in one cohesive space.” An example of such a platform is the recent partnership between Diageo brands  Johnnie Walker, Tequila Don Julio, Tanqueray, & Smirnoff Pink Lemonade with House of Slay (Phillip Lim, Prabal Gurung, Laura Kim, Ezra J. William, and Tina Leung), an AAPI founded and fashion-forward collective with the mission of stopping Anti-Asian hate and discrimination.

We work on driving a unified  platform where all Diageo brands can show up in one cohesive space.

As the a team of 12 marketers across the portfolio of brands driving experience, influencer and social media. We have a consultative role with brand managers and work hand in hand with them on a strategy for all brands  through one cohesive platform,” Yu says.

How Does Culture Impact Marketing?

Yu notes that each brand at Diageo has a brand purpose. Yu and her team are unifying brand purpose together in order to highlight different cultures. In the case of the AAPI Heritage Month 2022, House of Slay initiative. Diageo wanted to create a platform for underrepresented voices in the AAPI community to show its rich heritage while combating Anti-Asian hate .”We wanted to show rich heritage and culture across the Asian diaspora. We liked the activity component of House of Slay,” she notes. “The Asian diaspora is composed of 40 different communities. we did not want to be monolithic and celebrate all of them. That is why we brought together fashion, food, designers and other unique partnerships that drive the agenda,” says Yu. The House of Slay/Diageo Day Night MRKT was promoted through social media buys as well as earned media PR efforts.

Cultural Marketing Challenges

Diageo's House of Slay Activation
Diageo’s House of Slay Activation

A key challenge in cultural marketing Yu notes is “that each of the micro communities are represented in their authenticity and still can be celebrated through one unique platform.” In order to accomplish this, inclusive messages need to be crafted that touch all of Diageo’s brand portfolio, she asserts.

A key challenge in cultural marketing is that each of the micro communities are represented in their authenticity and unique cultures , and still can be celebrated through one platform.
Asked about which of Diageo beverages index high with particular multicultural groups, Yu notes that Johnnie Walker is huge with the Asian community, while Buchanan and Don Julio have a large Hispanic following.
Note: Portada inteviewed Yu on May 20 during the Diageo and House of Slay Day Night Mrkt event in New York City’s Lower East Side’s The Market Line venue.

The latest iteration of Pantene’s #BeautifuLGBTQ+ campaign encourages real LGBTQ+ representation and self-expression through hair in marketing and advertising.

CINCINNATI–(BUSINESS WIRE)–#BeautifuLGBTQ–For many in the LGBTQ+ community hair is more than how you look – it’s how you’re seen. A haircut or style is a powerful tool for self-expression and gives people confidence to be their true selves. However, while hair plays such a critical role in how this community expresses itself, it’s often depicted in a stereotypical way, which can lead to bias. This is especially true for how hair shows up across marketing & advertising.

Pantene understands the importance of real, authentic representation for the LGBTQ+ community in marketing and advertising. That is why they’ve collaborated with Getty Images’ Custom Content photographers from around the world as part of the launch of #StyleWithPride, the latest iteration of their ongoing #BeautifuLGBTQ+ campaign.

Representation of the LGBTQ+ community has made major strides in popular culture, especially in arenas like film, television, and music. Yet, brands and agencies still lag the mainstream media in representing LGBTQ+ people in their advertising and brand communications. In fact, less than 1% of the most popular visuals at Getty Images feature an LGBTQ+ person and when they are included, those depictions are often stereotypical or one-dimensional. Outward expressions of identity including physical appearance, choices of clothing and sense of style, and even hair types, haircuts and hair colors can be an essential component of affirming identity for many LGBTQ+ people. Stereotypes that adhere to the gender binary or heteronormativity, exclude the diverse self-expressions of LGBTQ+ community from today’s advertising and can have a profound impact on their experiences out in the world.

Pantene is dedicated to making the LGBTQ+ community feel beautiful and represented by offering an authentic picture, literally, of how they uniquely are. In our latest campaign we’ll celebrate the range of styles used to express oneself by collaborating with Getty Images’ Custom Content photographers to create a gallery of authentic representation across all LGBTQ+ spectrums that will be accessible to all.

The aim of Pantene’s gallery is both to enable and to challenge the industry to follow our lead and demonstrate what beautiful looks like by accurately representing how LGBTQ+ communities #StyleWithPride. As part of the campaign, Pantene will team up with Dresscode Project to ensure authentic and inclusive representation, as well as offer an opportunity for stylists of the LGBTQ+ community to contribute to the program. We’ll also partner with GLAAD to help continue to support their Visibility Project which aims to drive and sustain LGBTQ+ representation in marketing.

And finally, as a show of support for inclusivity and equality for all, Pantene will be donating $1 to Dresscode Project for every photo shared using #StyleWithPride to reinforce our commitment (*up to $100,000). This campaign is the latest in support of Pantene’s mission to represent, celebrate and make the LGBTQ+ community feel beautiful year-round.

“Marketing and advertising images surround us every single day, and so many members of the LGBTQ+ community can relate to not feeling seen or represented in these images,” said Brent Miller, Global LGBTQ+ Equality & Inclusion for P&G. “Hair is such a powerful tool for self-expression, yet this often isn’t captured in traditional advertising which tend to often focus on stereotypes or visual shortcuts. Our goal with this campaign is to encourage brands to showcase beauty in its many forms and celebrate all the ways hair can be used to feel like the best, most authentic version of yourself.”

“Our ongoing VisualGPS research affirms that the most recalled depictions of the LGBTQ+ people are stereotypical, that’s if they’re even seen at all,” said Tristen Norman, Head of Creative Insights for the Americas at Getty Images. “This campaign provides an opportunity for us to play a part in celebrating the diversity of self-expression within the queer community, and ultimately help change the prevailing narratives to help fuel better, and more inclusive visual storytelling across all forms of media.”

Kristin Rankin, Dresscode Project founder shared, “Traditionally the hair and beauty marketing industry has been based off stereotypes and biases related to the idea of gender being binary. This campaign allows us to shine a light on the diversity this community uses to express themselves, while challenging stereotypes in the media. For many in the LGBTQ+ communities, their hair journey is immensely personal and being able to see themselves and all the different ways hair can be used for self-expression will allow them to feel celebrated and help break these biases.”

The #StyleWithPride gallery will be live on Getty Images May 31st and will be accessible for all brands to leverage. To access some of the amazing, authentic moments captured, please visit https://custom.gettyimages.com/lgbtqguide/p/1

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at www.pg.com/news.

About Getty Images

Getty Images is a preeminent global visual content creator and marketplace that offers a full range of content solutions to meet the needs of any customer around the globe, no matter their size. Through its Getty Images, iStock and Unsplash brands, websites and APIs, Getty Images serves over 1 million customers in almost every country in the world and is the first-place people turn to discover, purchase and share powerful visual content from the world’s best photographers and videographers. Getty Images works with over 450,000 contributors and more than 300 content partners to deliver this powerful and comprehensive content. Each year Getty Images covers more than 160,000 news, sport and entertainment events providing depth and breadth of coverage that is unmatched. Getty Images maintains one of the largest and best privately-owned photographic archives in the world with over 135 million images dating back to the beginning of photography.

About Dresscode Project

Dresscode Project is a not-for-profit organization that dedicates their time and resources to educating and training hairstylists and barbers on creating gender affirming safer Spaces so folks who identify within the LGBTQ+ communities get haircuts that help them look the way they feel.

Notes to Editors:

  • In 1992, P&G was among the first companies in the world to include sexual orientation into its diversity statement. Today, its LGBTQ+ employee affinity group spans the globe representing more than 50,000 employees in 50 countries.
  • P&G is one of 12 founding members of the first global coalition (Human Rights Campaign) and has been committed to diversity and inclusion for decades internally and externally, fostering LGBTQ+ equality in the workplace throughout the world for more than 30 years.
  • Externally, as the world’s largest advertiser, P&G has led by example in showing support for the LGBTQ+ community across a multitude of marketing efforts. The partnership with Dresscode Project and the #HairHasNoGender campaign is just one example of many of its ongoing commitment to inclusivity and diversity in brand communications.
  • Last year, as part of their #BEAUTIFULBGTQ+ campaign, Pantene showcased “hair moments” depicted in a series that showed examples of families creating lasting memories that can be passed down through generations. Whether it is nighttime hair-wrapping before bed, box braids that make you feel you, or Sunday blowouts to get ready for the school week – these moments allowed for conversations to take place, rituals to be formed and families to grow.


For press inquiries:
Jenna Hreshko


Television Ads Humorously Look at Celebrities’ Healthier Lifestyles

SAN FRANCISCO–(BUSINESS WIRE)–#JUSTEgg–Eat Just, Inc., a company that applies cutting-edge science and technology on a mission to create healthier, more sustainable foods, today launched a new ad campaign. Building on the brand’s honest, straightforward tone from previous campaigns, the new “Really Good Eggs” blitz features tennis star Serena Williams and actor Jake Gyllenhaal, both investors in the brand, eating JUST Egg as part of their healthier lifestyles. Actor JB Smoove reprises his role as cheeky narrator in this new series of ads, poking fun at celebrity perks like personal trainers and nutritionists while pointing out that everyone can eat tasty, cholesterol-free eggs from plants just like the world’s most famous people.

Williams, known for her powerful style of tennis that has earned her 23 grand slam victories, is depicted at home in her kitchen, surrounded by a team of experts calibrating every moment of her day, including preparing her perfectly plated JUST Egg breakfast sandwich. Movie star Gyllenhaal is scrambling a pan of JUST Egg after finishing a new, trendy workout that only celebrities know about. Both spots humorously contrast the absurd lengths celebrities go for their high-performance lifestyles with the ease and deliciousness of JUST Egg’s plant-based eggs, which, in addition to being free from cholesterol, have 69% less saturated fat than a chicken egg, and contain 5 to 7 grams of plant-based protein per serving (depending on the JUST Egg product).

The ads will air on television in major markets like Chicago, Los Angeles and New York City and will appear nationally on connected TV platforms and social media. To watch both ads, visit ju.st/ads. Billboards will also go up in these major markets, delivering short, humorous lines in large font such as “Eat it for your heart. Or the deliciousness. We don’t care.”

According to research conducted by JUST Egg in partnership with Numerator1, consumers across the age spectrum are choosing plant-based products primarily to improve their health. This campaign will shine a light on why JUST Egg is healthier compared to conventional eggs, like having no cholesterol and 69% less saturated fat. In the United States, the plant-based egg category grew rapidly in 2021 with a 42% increase in retail dollar sales, according to data from the Plant Based Foods Association, the Good Food Institute and SPINS. In the past three years, plant-based egg sales in the U.S. have grown more than 1,000% and JUST Egg represents more than 99% of the market.

“I’ll let you in on a secret: I don’t actually have a scientist in my kitchen. It’s not that exciting in there. But I do have JUST Egg,” said Serena Williams, referencing a humorous scene in the ad she appears in. “I eat to live, so JUST Egg helps me feel and perform better. But it’s also delicious – I don’t think my family can even taste the difference between JUST Egg and chicken eggs. I’m also all-in on the mission: how can we make healthy, sustainable options accessible to everyone? JUST Egg is making a real difference, and I’m proud to partner with them and be a shareholder in the company.”

“I’m excited to be partnering with JUST Egg,” commented Jake Gyllenhaal. “I’m eating more plant-based for my health, and JUST Egg makes it easy and delicious. I also recognize the impact our food system has on our planet, so JUST Egg’s mission is important to me. And, honestly, who can turn down being narrated by JB Smoove?”

The campaign includes a variety of extensions. In early June, JUST Egg will launch a series of giveaways in partnership with brand ambassadors including celebrities, athletes, and creators, where one lucky winner will receive an exclusive kit featuring some of each person’s favorite items for the kitchen and gym. And throughout the summer, fitness creators across multiple platforms will create recipes featuring JUST Egg paired with their favorite workouts, demonstrating how JUST Egg fits into their active lifestyles.

This campaign debuts at an exciting time of growth and opportunity for JUST Egg. As of April, the company has sold the plant-based equivalent of 250 million eggs, saving 9.1 billion gallons of water, avoiding 43.6 million kilograms of CO2e and sparing 13,446 acres of land. JUST Egg products are now available in approximately 44,000 retail points of distribution and more than 2,200 foodservice locations including national partners like Caribou Coffee and Peet’s Coffee. JUST Egg is No. 1 in household spend and consumer loyalty among branded eggs and recently surpassed 2 million U.S. households. Recent approval for JUST Egg’s proprietary mung bean protein in the EU has paved the way for a fourth quarter launch of JUST Egg in Europe, while other recent launches in South Africa and South Korea build on the brand’s growing international presence, which also includes Canada, Hong Kong, Singapore and China.

To view the ad spots featuring Serena Williams and Jake Gyllenhaal, click here. For billboard creative and other campaign assets, click here.

About Eat Just, Inc.

Eat Just is a food technology company with a mission to build a healthier, safer and more sustainable food system in our lifetimes. The company’s expertise, from functionalizing plant proteins to culturing animal cells, is powered by a world-class team of scientists and chefs spanning more than a dozen research disciplines. Eat Just created America’s fastest-growing egg brand, which is made entirely of plants, and the world’s first-to-market meat made from animal cells instead of slaughtered livestock. The company has been recognized as one of Fast Company’s “Most Innovative Companies,” Entrepreneur’s “100 Brilliant Companies,” CNBC’s “Disruptor 50” and a World Economic Forum Technology Pioneer. JUST Egg has been named among Popular Science’s “100 Greatest Innovations” and Fast Company’s “World Changing Ideas” and the history-making debut of GOOD Meat was heralded as one of 2020’s top scientific breakthroughs by The Guardian, Vox and WIRED.

For more information on JUST Egg, visit https://ju.st.



Andrew Noyes or Carrie Kabat


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.


T-Mobile executives unveiled the company’s latest Un-carrier move, Internet Freedom, aimed at tackling pain points that have plagued the broadband industry for decades. Finally, an alternative to Big Internet! 

With Internet Freedom, the Un-carrier is stepping up on behalf of broadband customers with: 

  • Freedom to Switch: T-Mobile is giving broadband customers the option to Test Drive T-Mobile Home Internet worry-free and covering any contract early termination fees up to $500 when they’re ready to switch.
  • Freedom to Save: T-Mobile is giving customers the peace-of-mind that comes with price protection from Price Lock. And when a wireless customer adds T-Mobile Home Internet to a Magenta MAX family plan, it’s treated just like another line. That’s just $30 for a family of four, or a $900 per year savings over the average internet provider!
  • Finally, Feel Thanked: T-Mobile is extending our beloved T-Mobile Tuesdays to Home Internet! The Un-carrier is kicking things off with our biggest thanking yet to help the millions of customers that are still stuck in bundles with Big Cable to cut the cord with exclusive streaming device and YouTube TV deals.
Broadband customers are the least satisfied in America – the fees, the contracts, the price hikes, the terrible customer service.
Mike Sievert, T-Mobile CEO.

“The Un-carrier was created to fix a stupid, broken wireless industry, and while we aren’t done, we’ve undoubtedly changed if for good. Now, with Internet Freedom, we’re taking on Big Internet and bringing the Un-carrier movement to broadband,” said Mike Sievert, T-Mobile CEO. “Broadband customers are the least satisfied in America – the fees, the contracts, the price hikes, the terrible customer service. It’s ridiculous, and it looks a lot like the wireless industry a decade ago. Today, that all starts to change because the Un-carrier is here to disrupt broadband for good.”

And it’s not just consumers that suffer from internet provider abuse. Today, T-Mobile also announced it’s introducing new Business Internet plans that make the service available nationwide, starting at the same price as it’s home broadband service. That makes T-Mobile is the first and only nationwide internet option for businesses, with 5G fixed wireless, all thanks to the power of the nation’s largest 5G network!

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.”

ShowHeroes Group, one of Europe’s top Ad-Tech companies, is expanding in the U.S. and Latin American markets. Portada talked to Ilhan Zengin, CEO of ShowHeroes Group, and Joseph Lospalluto, Country Manager U.S,  about their company’s expansion in the Americas and their views on the future of video advertising and omnichannel marketing.

ShowHeroes Group, Europe’s leading independent provider of video solutions for digital publishers and advertisers, has a global presence employing more than 380 persons in 28 major cities throughout Europe, the Nordics, Latin America and the U.S. The company’s mission is to provide marketers optimal video solutions for omnichannel marketing. Media consumption trends are providing tailwinds to ShowHeroes’ expansion plan. Video marketing is growing in leaps and bounds. CTV advertising amounts to between 6%-7% of the advertising pie in the U.S. with many forecasts expecting the share to grow to over 10% until 2025. In terms of dollar volume, advertising spent on CTV is expected to grow from approximately US $20 billion in 2022 to US $ 40 billion in five years. These growth trends are being also followed in other regions, like Latin America.  A key growth driver for video is the expansion of AVOD (Advertising Video on Demand) due to subscription fatigue at paid services (SVOD).

ShowHeroes Group recently launched a native CTV platform incorporating new formats based on the latest user video experience insights. “The trends we are seeing in CTV have been observed in other channels before, for instance in mobile or online video.  Coming from an old video angle, CTV opens up many opportunities to increase the effectiveness and impact of advertising on the big screen and to utilize the content that appears natively in an appealing form. In addition, we try to be as standardized and as scalable as possible,” says Ilhan Zengin, CEO of ShowHeroes Group.

ShowHeroes Group US Expansion
Ilhan Zengin, CEO, ShowHeroes Group

According to Zengin,”native advertising should be a smooth vehicle that prepares a user to actually being exposed to an ad. There are many options that can be utilized from upper funnel to more performance-oriented ads like QR codes. For instance if an advertiser wants to promote a certain type of insurance, the native content piece would be more educational and less transaction oriented, preparing the user for a certain topic in a more seamless way.”

Zengin adds that ShowHeroes Group will be publishing a research study on CTV based on consumer eye-tracking in order to provide a thorough understanding of the impact of CTV advertising on consumer behavior and consumer purchase intent.

ShowHeroes U.S. Expansion: Multicultural 

Show Heroes Group“We are expanding ShowHeroes’ products into one of the largest markets in the world. Advertisers need to substantially invest in video content and distribution and benefit from the strength of our studio and our targeting capabilities in order to reach consumers with relevant messages. That is our value proposition,” Zengin asserts. “Publishers and advertisers working with ShowHeroes can benefit from a whole new suite of capabilities, including a substantial video library to increase video views on top of our semantic targeting technology capabilities. since they work together with global tier 1 brands and major agencies.”

“We create new video inventory by leveraging our semantic targeting technology without a need for third party cookies. This way both publishers and advertisers will see incremental video views.”

We create new video inventory by leveraging our semantic targeting technology without a need for third party cookies.

ShowHeroes U.S. expansion already has an office in Miami which mostly caters to advertisers targeting the Hispanic market. “We think that the Hispanic and multicultural markets are very important as U.S. multicultural audiences are very desirable for brands who are looking to diversify their consumer base,” says Joseph Lospalluto, U.S. Country Manager based in New York City.

Lospalluto emphasizes that ShowHeroes’ U.S. expansion unique value proposition lies in providing brand suitability. “We empower both publishers and advertisers to preselect the pieces of content that get delivered in order to ensure brand suitability,” Lospalluto says.

We empower both publishers and advertisers to preselect the pieces of content that get delivered in order to ensure brand suitability.

The Age of Video: CTV and Omnichannel Advertising

According to CEO Zengin, Linear TV is the latest piece of the media puzzle being digitalized, but the implications of the digitalization of linear TV advertising are very significant and broad. “It is ultimately about omnichannel marketing and advertising and an audience everywhere approach (mobile, desktop, digital out of home etc). This enables cross media measurement, very fast reporting and is a very different approach compared to the old school medium by medium approach,”Zengin asserts. “In this environment advertisers need a partner who understands omnichannel on the audience side but also provides the right creative and content depending on the device,” he adds.

Linear TV is the latest piece of the media puzzle being digitalized, but the implications of the digitalization of linear TV advertising are very significant and broad. It is ultimately about omnichannel marketing and advertising and an audience everywhere approach.

Growth in Latin America 

In addition to ShowHeroes U.S. expansion, the group is also betting heavily on Latin America. Show Heroes Group recently acquired SmartClip Latam.  Over the next few weeks, the business will be rebranded to the ShowHeroes brand at launch events in Brazil and Mexico. “We are investing in Latin America and just increased our headcount by 100% to 100 employees in the region. In addition, we are realizing many synergies with the acquisition and want to make sure that we cater to the needs of every market with the attention each market deserves.  We are also adding a strong suite of services to the ones SmartClip already had, so that both publishers and advertisers can distribute and buy video content in an omnichannel way,” Zengin maintains.

Advice for Digital Marketing Entrepreneurs

Zengin and the ShowHeroes Group’s executive team have done an exceptional job in scaling their business, which was started less than 6 years ago and now has revenues of more than US$ 100 million, a global presence and more than 380 employees. What advice does Zengin provide to entrepreneurs in digital marketing and media? “First and foremost, You should have a product that is needed by the market,” he says.  “If you don’t have that don’t try”, Zengin adds. “You also need to think globally and act locally. The media business is a very local business, but you need to be global in order to scale it. Therefore, You should try to build a local business but aim to become a global player with a  global scale. Then you  can run campaigns in multiple markets. Finally, provide best-in class services with easy to use solutions that are offered by teams who are easy to work with”, Zengin concludes.


Powered by Quotient, the leading skincare brand moved the same amount of product in half the time compared to last year, highlighting the value of integrated campaigns to maximize promotional dollars

SALT LAKE CITY–(BUSINESS WIRE)–$QUOTQuotient (NYSE: QUOT), the leading digital media and promotions technology company, and skincare company Beiersdorf announced today the results of a strategic and integrated promotion campaign for the therapeutic skincare brand, Eucerin®.

The campaign was informed by two key insights: 1) Brand loyalty continues to shift throughout the pandemic; and 2) With inflation on the rise, consumers are motivated to save money. Beiersdorf deployed integrated digital promotion tactics and offers for Eucerin®, powered by Quotient, to reach targeted shopper groups at scale, maximize reach, drive trial and increase basket size. Digital promotions allowed Beiersdorf to target shoppers with granularity, measure results and empower shoppers to save on their own terms—whether in-store or online.

Key elements of the campaign approach included:

  • A strategically timed launch ahead of peak dry skin season, to allow the brand to capitalize when the consumer is ready to stock up, driving basket while increasing loyalty and repeat shopping trips.
  • The benefits of a duration-based campaign with firm start and end dates for the promotion, to allow retailers to effectively plan merchandising while maximizing investment.
  • Increased retail integration with a layered, targeted approach to engage specific audience subsets at scale and drive trial and buy rates vs. simply ‘moving product.’

The value-based message earned them a spot in shoppers’ baskets. The campaign moved the same amount of product in half the time, seven days vs. 16, compared to the year before. Additionally, the campaign saw a $1.95 return on promotion spend.

“With Quotient’s promotion strategy we were able to drive 77% trial rate and 83% average shopper incrementality,” said Jennifer Adams, Director of Shopper & Customer Marketing at Beiersdorf. “We intend to apply these learnings across our portfolio and continue providing value to our consumers.”

“We’re proud to have powered such an impactful campaign for Eucerin®, driving more working dollars for the brand and impacting consumer choice,” said Steven Boal, CEO at Quotient. “As the shopping journey continues to evolve, it’s critical for brands to innovate and engage in smarter ways to drive loyalty and repeat shopping trips that are key to their long-term growth.”

Brands and retailers can find more information on partnering with Quotient for digital media and promotions by visiting www.quotient.com.

About Quotient

Quotient (NYSE: QUOT) is the leading digital media and promotions technology company that creates cohesive omnichannel brand-building and sales-driving opportunities to deliver valuable outcomes for advertisers, retailers and consumers. The Quotient platform is powered by exclusive consumer spending data, location intelligence and purchase intent data to reach millions of shoppers daily and deliver measurable, incremental sales.

Quotient partners with leading advertisers, publishers and retailers, including Clorox, Procter & Gamble, General Mills, Unilever, CVS, Dollar General, Peapod Digital Labs, a company of Ahold Delhaize USA, Amazon and Microsoft. Quotient is headquartered in Salt Lake City, Utah, and has offices across the US as well as in Bangalore, Paris, London and Tel Aviv. For more information visit www.quotient.com.

About Beiersdorf

Beiersdorf Inc is the North American affiliate of Beiersdorf AG, which has stood for innovative, high-quality skincare and body care, as well as, pioneering skin research for close to 140 years. Leading international brands such as NIVEA, the world’s no. 1 skincare brand,* EUCERIN, AQUAPHOR, COPPERTONE, LA PRAIRIE and most recently CHANTECAILLE (selective cosmetics) are valued by millions of people around the world day after day. Other renowned brands such as HANSAPLAST (adhesive bandages and wound care), LABELLO, FLORENA, 8X4, HIDROFUGAL, GAMMON, MAESTRO, CHAUL, and STOP THE WATER WHILE USING ME!, round off the extensive portfolio. Through the wholly owned affiliate tesa SE, Beiersdorf is also a global leader in the manufacture of technical adhesive tapes and provides self-adhesive system solutions to industry, businesses, and consumers.

The Hamburg-based company generated sales of 7,025 million euros as well as an operating result (EBIT) of 828 million euros in fiscal year 2020. Beiersdorf has more than 20,000 employees worldwide, who are connected by shared core values, a strong corporate culture, and the Beiersdorf purpose “Care Beyond Skin.” With its C.A.R.E.+ strategy, the company is pursuing a multiyear investment program focusing on competitive, sustainable growth. The program is consistent with the ambitious sustainability agenda, with which Beiersdorf generates clear added value for consumers, society, and the environment.

* Source: Euromonitor International Limited; NIVEA as umbrella brand in the categories Face Care, Body Care, and Hand Care; in retail value terms, 2020.


5WPR on behalf of Quotient

Sarah Shaev


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.”

DoorDash  Marketing. DoorDash launched ‘Antojo’, its first-ever custom created Spanish & English multi-platform marketing campaign aimed at authentically connecting with the Latino community

The creative campaign is rooted in the perspective that cravings are a common experience in culture, but “antojos” are a part of the way Latinos live life. And there are all sorts of antojos; about food, a flavor, or a memory about grandma’s cooking. But it does not stop there–there are also antojos for moments, for opportunities, for fulfilling goals. DoorDash’s intention in creating the ‘Antojo’ campaign was to reinforce its focus on growing and empowering the antojos of local Latino communities.

Dicen que cuando se te cae algo es porque a alguien se le antojó.

The creative campaign debuted 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.”

Antojo DoorDash
John Gallegos, Founder and CEO of GALLEGOS United.

“We are proud to partner with DoorDash, a modern brand that at its core is about empowering local communities,” said John Gallegos, Founder and CEO of GALLEGOS United. “Throughout the pitch process, we experienced firsthand how the company lives up to this value and its commitment to the Latino community, always in a highly creative way. We are excited for our new journey together, supporting all the ‘antojos’ of Latinos, starting with food and beyond.”


The insight behind this traditional superstition inspired two :30 TV spots under the premise of  “Se te antojó,” which brings viewers through the journey of witnessing the power of antojos in real life and highlights the breadth of items available through DoorDash. To capture the essence of ‘Antojo’, the commercials were shot in Mexico City by acclaimed and award-winning director Andy Fogwill. In addition to TV, the campaign includes digital ads, paid and organic social media, and an in-app experience that features Latin cuisines in customers’ local areas. The breadth of the campaign highlights the brand’s connection and understanding of the antojos of the Latino community.

Throughout the pitch process, we experienced firsthand how the company lives up to this value and its commitment to the Latino community.

The campaign was created in partnership with GALLEGOS United and is the first work produced from this new partnership focused on connecting more authentically with the Latino community. Gallegos United was awarded the DoorDash business and will be responsible for helping DoorDash authentically communicate with Latinos—managing strategy, creative development, production, and marketing communications. Together, DoorDash and Gallegos United will focus on building long-lasting customer relationships and driving brand preference with Latino communities nationwide.

Beyond the creative campaign, DoorDash supports the Hispanic and Latin community by providing restaurateurs grants and training through our Main Street Strong Accelerator. In February, we also announced a partnership with UnidosUS that provides a financial empowerment program, grants to broaden food access, and support for civic engagement programs and immigration education. Our partnership features a signature financial empowerment initiative, Caminos, that provides local and virtual programming to U.S. Dashers who want to develop job skills, build a business, or improve their financial well-being.

Previously Global CEO of Reprise Digital, Maex will build on Initiative’s momentum as an industry trailblazer and client champion

NEW YORK–(BUSINESS WIRE)–IPG Mediabrands today announced that performance marketing expert and seasoned agency leader Dimitri Maex would become Global CEO of Initiative, its award-winning, full-service global brand. Maex previously served as Global CEO of Reprise Digital, the Mediabrands specialist agency dedicated to delivering integrated solutions in digital marketing and e-commerce.

As Reprise’s Global CEO since 2019, Maex guided the agency through its most rapid years of innovation and growth. Maex is replacing Amy Armstrong, who is leaving Initiative to join one of the agency’s long-standing clients, Amazon. Armstrong, whose 25-year career at IPG included five years in top leadership roles at Initiative, will become Director of Global Client Development at Amazon Ads.

“Amy is an industry trailblazer, and a passionate client champion, so it is no surprise that one of our most valued client partners has tapped her for their next exciting chapter of growth,” said Daryl Lee, Global CEO of IPG Mediabrands. “In Dimitri, we are naming another agile and innovative leader, who brings a wealth of performance marketing experience that will help Initiative enhance its velocity in the marketplace. He is humble, hungry and ready to hit the ground running, with clients and teams alike.”

Under Maex’s leadership, Reprise has grown substantially by simplifying capabilities and integrating around clients. He merged the search and social departments into integrated performance marketing teams dedicated to clients and aligned to the core global brands of Initiative and UM. He launched Reprise Commerce and grew that practice into a leading global capability with a full suite of solutions for our top global clients. He scaled the performance marketing content capabilities of Reprise by building out key hubs around the world.

Prior to his leadership role at Reprise, Maex was the U.S. President of OgilvyOne for several years as well as the President of the global data science company, Sentiance. Earlier in his career, he wrote the book on data analytics, “Sexy Little Numbers,” which was published by Crown Business and has been translated into six languages.

“Initiative is a beacon of media craft and cultural creativity in our industry, and I am excited to become its next global leader,” said Maex. “While at Reprise, I seized every opportunity to collaborate with Initiative and I look forward to working closely with Initiative clients and teams to build the future together.”

About Mediabrands

IPG Mediabrands is the media and marketing solutions division of Interpublic Group (NYSE: IPG). Mediabrands manages approximately $40 billion in marketing investment globally on behalf of its clients and provides strategic services and solutions across its award-winning, full-service agency networks UM and Initiative and through its innovative marketing specialist companies Reprise, Magna, Orion, Rapport, Healix, Mediabrands Content Studio and the IPG Media Lab. Mediabrands clients include many of the world’s most recognizable and iconic brands from a broad portfolio of industry sectors. The company employs more than 13,000 marketing experts in more than 130 countries representing the full diversity of humanity. For more information, please visit our website: www.ipgmediabrands.com and be sure to follow us on LinkedIn, Twitter or Instagram.

About Initiative

We’re a global media agency designed to grow brands through culture. Over the last three years, we’ve been named as the fastest growing media agency in the world by independent media ratings agency, RECMA. Key to our success is the fact most media agencies are built for brand awareness, with a bias for paid media. We’re a little different. We’re built for brand relevance, with a bias for Cultural Velocity. We believe the brands that succeed move and adjust with consumers at speed, showcasing their relevance and meaningfully contribute to their lives. We call this Cultural Velocity™- a measure for the speed at which a brand moves through culture to drive relevance. The faster a brand can move with culture, the more relevant they become and the greater the growth.

Operating in over 90 countries, Initiative employs 4,000 of the smartest and most diverse talent in the industry.


Rahel Rasu

Chief Communications Officer, Mediabrands


The growth of Hispanic-owned businesses is the number one goal of the USHCC, a business advocacy group representing more than 5 million U.S. Hispanic-owned businesses. USHCC recently hosted its Legislative Summit with several national elected officials and business leaders. USHCC President & CEO Ramiro Cavazos talked to Portada about the Legislative Summit and the business prospects for the US $1.3 trillion infrastructure bill.

Growth of Hispanic Owned Businesses
Ramiro Cavazos, CEO, U.S. Hispanic Chambers of Commerce

The United States Hispanic Chamber of Commerce (USHCC) has made it a top priority that its members “get to do the work for a sizable part of the US $1.3 trillion infrastructure bill that will be awarded in the next 12 months”, Ramiro Cavazos tells Portada.
The bipartisan infrastructure bill should boost Hispanic-owned businesses. That is why the recent Legislative Summit focused on presenting Hispanic-owned businesses to the U.S. government and buyers from the corporate sector through match-making functions. In addition to the federal government and many agencies, there was a wide representation of the private sector at the Legislative Summit, which included companies like Anheuser Busch, Google and Kroger. Cavazos notes that U.S. Hispanic businesses were pre-screened to provide optimal matches to both private and government-owned entities. “We hope that in 3 months we will be able to count the number of contracts,” says Cavazos who adds that the USHCC works with two vendors who will be quantifying the sucess of the match-making exercise at the Legislative Summit.

“The U.S. Government is the largest buyer,” Cavazos asserts. “The U.S. Government is much larger than Google and Microsoft, yet less than 1% of the buying power of our government, which is financed through taxes, goes to Latino-owned business,” he mantains.

The U.S. Government is much larger than Google and Microsoft, yet less than 1% of the buying power of our government, which is financed through taxes, goes to Latino-owned business.


Growth of Hispanic owned Businesses: Sectors Primed for Expansion

Asked about which companies and sectors are particularly well positioned to gain government contracts, Cavazos mentions sectors including construction (10% of construction companies are Latino-owned) cybersecurity, food production, advertising/marketing, architecture, plumbing and air-conditioning.
As Marissa Calderon, Executive Director, NCRC Community Development Fund, Inc. recently told Portada Hispanic participation in the economy is not only important for corporate social responsibility reasons, but it also is good for business as diversity Increases Innovation.  The USHCC’s Cavazos totally agrees that minority owned business growth is very beneficial for the U.S economy:  “We feel the U.S. government and the private sector need to open opportunities to companies in these sectors. We just want to have a seat at the table where decisions are taken,” Cavazos claims.

We just want to have a seat at the table where decisions are taken.

A Common Thread: The American Dream and Culture

The USHCC mission is to promote the growth, development, and interests of more than five million Hispanic-owned businesses that contribute over US $800 billion to the American economy every year.
The USHCC has 250 chambers and members in places as distant as Hawaii, Miami and Oklahoma. What binds these members together, according to Cavazos, is that they want to achieve the American Dream.  “It could be someone who came across the river in Mc. Allen, Texas, or someone in New Mexico who has been here for 500 years. Our common thread is the pursuit of the American Dream and our culture.”

The U.S. Hispanic economy, the second largest GDP in the Spanish-speaking world after Mexico, is a dynamic part of the U.S. economy, the number one economy in the world. Cavazos is a trusted economic development expert and champion for bipartisan solutions that generate wealth to advance economic opportunity for the Hispanic community. “An economy that drives freedom, social justice, economic security is beneficial to all Americans,” he asserts.

Prior to his role at the USHCC, Cavazos was the President and Chief Executive Officer of the San Antonio Hispanic Chamber of Commerce (SAHCC), the nation’s first Hispanic Chamber of Commerce founded in 1929.


Survey findings from digital customer experience innovator TELUS International reveal the personal touch remains key when showing appreciation for customers

April 18 Marks National Customer Appreciation Day for 2022

VANCOUVER, British Columbia–(BUSINESS WIRE)–A recent survey found that nearly 60% of consumers said they would rather sit in a traffic jam than have a poor customer experience. This was just one of the findings released today by TELUS International, a digital customer experience (CX) innovator, to mark National Customer Appreciation Day.

The survey also revealed that nearly half (49%) of all respondents said that if they could only receive customer support in one way for the rest of their lives, their preference would be speaking with a human on the phone. The distant second preference was ‘in person’ (19%). Further highlighting the importance of employing authentic and empathetic individuals to represent your brand, “kind/kindness” was the most popular write-in answer from consumers when asked what customer experience should look like in 2022.

“Nearly 48% of consumers believe that customer experiences should get significantly faster, followed by 43% saying interactions should become more personalized and 36% saying there should be more self-serve or automated options,” said Maria Pardee, chief commercial officer at TELUS International. “It’s clear that brands must continue to innovate and evolve how they are connecting with today’s consumers if they want to show them their appreciation every day of the year. Partnering with a trusted CX provider with the right technology enables brands to quickly and effectively address many consumer challenges and concerns. By leveraging AI and automation to give CX delivery agents valuable data-driven insights to personalize and streamline customer-brand interactions, and by introducing the right digital channels, from social media to live chat, companies can meet their customers’ needs today and into the future.”

Other findings from the survey of 1,000 U.S. consumers included:

  • More than a third (44%) of respondents said that nothing – not even price, convenience, or if it’s a brand they truly like – excuses a poor customer experience
  • Respondents preferred a more personalized customer experience (64%) over ones that saved them time (36%)
  • Long wait times were the top pet peeve (32%), followed by not having the option to speak with a human (25%) and numerous transfers to different individuals (25%)

TELUS International is a digital CX innovator that designs, builds, and delivers next-generation solutions, including AI and content moderation, for global and disruptive brands. The company’s integrated CX platform analyzes consumer behavior, prioritizes changing customer demands and helps its clients meet evolving market dynamics. These human-centered, digital experiences, delivered across all channels by a highly-engaged team, show appreciation and enhance brand loyalty.

One final finding: Almost one-third of consumers (27%) identified Darth Vader as a fictional character most likely to provide the worst customer experience. We all know ‘he’ only serves the Empire.

About TELUS International

TELUS International (NYSE & TSX: TIXT) designs, builds and delivers next-generation digital solutions to enhance the customer experience (CX) for global and disruptive brands. The company’s services support the full lifecycle of its clients’ digital transformation journeys, enabling them to more quickly embrace next-generation digital technologies to deliver better business outcomes. TELUS International’s integrated solutions span digital strategy, innovation, consulting and design, IT lifecycle including managed solutions, intelligent automation and end-to-end AI data solutions including computer vision capabilities, as well as omnichannel CX and trust and safety solutions including content moderation. Fueling all stages of company growth, TELUS International partners with brands across high growth industry verticals, including tech and games, communications and media, eCommerce and fintech, healthcare, and travel and hospitality.

TELUS International’s unique caring culture promotes diversity and inclusivity through its policies, team member resource groups and workshops, and equal employment opportunity hiring practices across the regions where it operates. The company is building stronger communities and helping those in need through large-scale volunteer events that have positively impacted the lives of more than 250,000 citizens around the world and through its five TELUS International Community Boards that have provided $4.6 million in funding to grassroots charitable organizations since 2011. Learn more at: telusinternational.com.


TELUS International Media Relations
Ali Wilson

(604) 328-7093


TELUS International Investor Relations
Jason Mayr

(604) 695-3455


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