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E-Marketing News – More News and Insights

Insider: MyCode’s Minority Ownership Valuation Premium; Is Canela Media Next?

The news of the purchase of a majority stake in MyCode by Ariel Alternatives valuing the company at US $400 million, triggers interesting thoughts on the value of minority ownership and the overall state and valuation of media and ad-tech companies involved in multicultural marketing. Why is Univision’s valuation so low? Is there a minority-owned valuation premium? Let’s analyze …

NUMATEC Announces Winners of the NUMEES!

The NUMEES event recognized four outstanding firms for their work in reimagining advertising and marketing technology, granting $100,000 in monetary investment and consulting services to the winning start-ups.

Mexican Soccer Sponsors

BBVA’s Alejandro Mayer: Meet a Leading Figure Behind Mexican Soccer Sponsorships

With a 21.8% market share, BBVA is Mexico’s largest bank ranked by assets. The financial institution invested US $157 million in LigaMX and related properties between 2013 and 2024. That is why Portada recently talked to Alejandro Mayer, Director of Marketing Capabilities at BBVA Mexico, a key executive behind the institution’s La LigaMx soccer sponsorships.

Mexican Culture

How Diageo’s Tequila Don Julio Celebrates Mexican Culture in the U.S. and Beyond

Mexican Culture is all the rage in the United States and globally. Brands are leveraging and accelerating this trend. An example of this is Tequila Don Julio’s new global brand campaign. We asked Christina Choi – Senior Vice President – Tequila, Gin, and Breakout Growth Brands at Diageo, to understand how she leverages the strong influence of Mexican culture. Nicola Heckles, Vice President of Marketing Global, Smirnoff at Diageo, provides an additional example.

How Procter & Gamble’s ‘Always’ Benefits from the 4R Framework

P&G Marketing: At the ANA Multicultural Marketing Conference, P&G’s Mark Pritchard, Chief Brand Officer, The Procter & Gamble Company, and Leyla Coffey, Vice President, Multi-Cultural Business Acceleration, The Procter & Gamble Company, showcased P&G  brand initiatives in which they used the 4R Framework: a system encompassing four elements; Relevance,  Reach, Representation, and Resonance,  that matter in brand building for inclusivity.