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Oscar Leon Walker has joined Undertone as Director, Multicultural Sales Strategy. Walker will be based out of Undertone’s LA office and will work collaboratively with sellers from the Midwest to West Coast as the business owner and subject matter expert. “Undertone hired me to set strategic business development partnerships with brands, agencies and publishers. I’m tasked with creating our go-to-market strategy for our new Multicultural advertising division,” Walker tells Portada. Prior to Undertone, Walker worked as the Regional Sales Director of Briabe Mobile, a full service mobile solutions provider targeting U.S. Hispanic, African American and Asian American consumer groups. Prior to Briabe Mobile, he was Sales Director, East at AdsMovil. Oscar is a Sales and Marketing professional with an outstanding record of identifying new business opportunities. Born in Latin America and raised in San Diego, CA provided Walker intimate insights into the Hispanic community.  Walker strongly believes in the power of building long lasting relationships and throughout the last decade he has won numerous major national accounts including: Ford, Honda, Western Union, Party City, Frontier Communications, Colgate, Charmin, La Quinta, Wells Fargo, United Healthcare, McDonald’s, Macy’s, Comcast, ABC – Marvel Agents of Shield, AT&T, and many other nationally recognized brands.

Caio Street is PM3 Agency  new Vice President, Integrated Strategy& Chief Digital Officer . A San Pablo, Brazil native,  Caio Street has more than ten years of experience leading integrated digital marketing strategy and communications that build impactful brands, create user engagement, and increase ROI. He has worked with such innovative brands as FOX Entertainment and FX Network, AMEX, CreativeLive, and Hill’s Pet Nutrition. At PM3, Caio is responsible for enterprise-wide digital strategy integration and execution including business leadership, technology delivery for digital common components, user experience/user interface design standards and implementation, and digital governance.

 

Republica, an independent marketing and communications agency, announced the appointment of Bianca Ruiz as vice president, group account director and Tania Echevarria as senior manager, creative operations.

 

 

 

 

 

Bianca Ruiz brings more than 20 years’ experience in account services and media buying to the team. Prior to joining Republica, she was  group account director at OMD for over seven years, where she led the team that serviced alternative media buying and creative execution for PepsiCo, Visa, Ocean Spray, McDonald’s, 3M, and Activision.

 

 

 

 

 

Tania Echevarria has more than ten years’ experience in creative operations management. Prior to joining Republica, Echevarria served in several capacities, including a seven-year stint with SapientNitro, where she held various creative operations roles. Echevarria received a bachelor’s degree from Florida State University.

 

 

 

 

 

 

Oath, the Verizon unit that encompasses AOL and Yahoo, has defined its leadership structure for U.S. Hispanic Market and Latin America. The announcement reflects Oath (Verizon’s) continued interest in the U.S. multicultural/Hispanic market as well as in Latin America.

 

 

Matthew Harris,  Director of Sales, U.S. Hispanic at Yahoo,  is Oath’s new Director of Sales, U.S. Hispanic.

 

 

 

 

 

 

Steve Zaroff has been appointed U.S. chief strategy officer at Ogilvy & Mather. He was previously North America chief strategy officer at McCann for five years. Prior to that, Zaroff was VP and head of strategy at SapientNitro and also served as deputy head of brand strategy at Kirshenbaum Bond Senecal. 

 

 

 

The National Association of Hispanic Publications (NAHP) announced their Annual National Convention in Miami Florida which will be taking place from November 5th to -7th at the Atton Brickell Miami. New leadership on the Executive Board includes, Fanny Miller, Interim Chair;, Mary Flores, Secretary;, Pauline Rivera, Marketing Director; and, Jose Zepeda, Jr., Interim Treasurer. Under a new leadership, NAHP represents membership Hispanic print publications across the country, including Puerto Rico. There are over 600 Hispanic print publications that provide ongoing information in Spanish or bilingual format reaching the fastest growing population, the Latino market.

Cross-cultural agency the community has hired Christopher Neff as Senior Director of Innovation, a new, interdisciplinary role that sits between the agency’s creative and strategic practices. Based in Miami, Neff will report to Luis Montero, President of the community.Neff joins the community from Tool of North America, where he was the Director of Digital & Experiential/EP.  Prior to Tool, Neff served as Director of Interactive Production at 180LA-

 

 

 

John Antoniades has been promoted to managing director, global business for Spark Foundry, the agency previously known as Mediavest/Spark. He was most recently CEO of Middle East and North Africa at Starcom Mediavest Group. He will oversee global business growth for the agency and will report to Spark Foundry U.S. CEO Chris Boothe.

 

 

 

22squared has promoted Brandon Murphy from chief client officer to president while president/CEO Richard Ward shifts to the new role of chairman/CEO.

 

 

 

 

 

Murphy has worked in all areas of the agency, leading the strategy, analytics, account management, content marketing and media departments. He originally started at Campbell-Ewald/Detroit before joining 22squared.

 

 

 

Ward joined the agency in 2006 as President & CEO.

 

 

 

 

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WHAT: The NHMA (National Hispanic Media Alliance)  launched with the mission to be the leading Hispanic print media advocacy group in the nation. NHMA represents   community based Hispanic publications and showcases the value of cultural relevance and the power of hyperlocal content.
WHY IT MATTERS: Over the years  industry observers have voiced their concerns about the lack of a strong Hispanic print media advocacy group. This role has been traditionally occupied by the NAHP (National Association of Hispanic Publications founded in 1982). It is not clear yet whether the NHMA and the NAHP will complement each other or compete.

The National Hispanic Media Alliance (NHMA) is launching. The new organization launches with the mission to be the leading Hispanic print media advocacy group in the nation, representing prominent community based Hispanic publications; showcasing the value of cultural relevance and the power of hyperlocal content.

Chair of the Industry Professionals Advisory Board and an essential supporter of the NHMA is Trevor Hansen, CEO o multicultural media placement firm EPMG. Hansen tells Portada that the NHMA will concentrate its efforts on four primary pillars; Education, Advocacy, Verification and Advancement. “The Education pillar will provide sales, editorial and technology webinars, industry standard tutorials, templates and guidebooks. Advocacy offers inclusion to the powerful, ‘Unified Voice’, showcasing the power of local print at industry conferences and various outreach efforts. Verification will facilitate the circulation audit and minority certification process, while Advancement will present access to an award-winning digital platform, directory with vendor discounts as well as an advisory board of national brand representatives who will lead the conversation in aligning the efforts and direction of Hispanic print media.” According to Hansen it is  “fundamental that publications join and become part of the ‘united voice’ – as there is greater influence in numbers, as well as participate and take advantage of the many benefits that will be available through the NHMA. Some compare the cost of membership to similar organizations and question joining. The investment made, is the outcome seen. As an industry, its time to make those steps forward, its time to learn from each and grow together.”

Some compare the cost of membership to similar organizations and question joining. The investment made, is the outcome seen.

Other key players at the NHMA include the founding board of directors; Fanny Miller, Publisher of El Latino Newspaper in San Diego, California and Chair of the NHMA, Roaldo Moran, Publisher & General Manager of Hoy in Los Angeles, California and Vice-Chair of the NHMA, Penni Barton, Publisher of Al Día in Dallas, Texas and Secretary of the NHMA and Anthony Ibarria, Publisher of El Especialito in New York City, New York and Miami, Florida and Executive Board Member of the NHMA. Recognizing the value of inclusion and publisher participation, the NHMA launches with the fifth position on the executive board open to nomination. Members of the NHMA may submit their nomination online at www.TheNHMA.org. The fifth BOD member will be announced in January.

A competitor or a complement to NAHP?

EPMG’s  Hansen did not directly answer the question on whether the new organization’s aim is to  substitute or complement the NAHP (National Association of Hispanic Publications, an organization founded in 1982 with similar objectives and goals) but noted that “developed by current publishers and industry professionals, the NHMA understands the needs of publishers. Unique to the efforts of similar organizations, the NHMA will concentrate its efforts on providing its members with quality resources and useful tools to accelerate the advancement to a standard valued within its industry. As publications continue to strengthen their core products and evolve with new technology, the NHMA will share the story of the powerful, hyper-local media opportunity its members offer local and national brands.” “Like in any organization; when there is a need, leadership is strong and the mission is clear… success is just a matter of getting it done. The NHMA has the right people and resources in place to make it happen.”