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At Portada Miami, over 300 brand leaders and decision makers gathered to hear our outstanding speakers and witnessed the official launch of Portada’s brand new council system. With topics ranging from payment systems and connected cars to out-of-home advertising, marketing in Latin America, and esports, attendees received a varied and complete glimpse into the future of marketing.

After months of organization, Portada Miami took place on April 19 at the exclusive East Hotel in Brickell. Over 300 executives got together last Thursday for the carefully curated list of conferences that opened with Mexican innovator and CEO of TelePay Patrick Becker‘s talk titled The Payment Systems Revolution. What can marketers learn from the advance of new payment systems? How do new payment systems change the approach to e-commerce and traditional POS systems?

 What is next is ‘back to the future’: connecting with consumers in an impactful way will never go out of style; the question is how you do it.

After the official launch of Portada’s brand new Council System, attendees heard about the perspective of César M. Melgoza, CEO & founder of Geoscape, recently acquired by Claritas, on data-driven digital and mobile advertising. “What is next is ‘back to the future’: connecting with consumers in an impactful way will never go out of style; the question is how you do it,” said Melgoza.

Other talks on technology included a panel on connected cars, the new technology that’s being used by car rental companies such as Avis Budget Group. Ricardo Casco, from Global Sales and Integrated Marketing Strategies at Avis Budget Group, introduced this emerging technology as a means to build loyalty from the foundation.

Attendees could also get a good idea of the future of marketing in Latin America thanks to two interviews conducted by Portada. First, president of Portada Marcos Baer interviewed Ricardo Arias-Nath, CMO of PepsiCo Beverages Latin America, to get his views on how marketing strategies should adapt to the new realities of the Latin American consumer. “Online subscription models are changing marketing. Brands of the future have to be top of mind or top of algorithm,” Arias-Nath asserted. Later, Portada’s head of content Janet Grynberg asked CEO of GroupM Latin America José María Sanabria about the firm’s new panregional approach. About this, Sanabria pointed out that “Advertisers should stay in Miami; it makes a lot of sense to see the region as a whole.”

What we’ve got to do is build content around our players, give them a voice.

The audience of Portada Miami also had the opportunity to listen to interesting discussions on passion-point marketing (e.g. sports and travel), like the talk between Chip Bowers, president of the Miami Marlins, and Michael Neumann, EVP, MD, at Scout Sports and Entertainment. In this conversation, Neumann asked the Marlins’ new president of business operations about his plans to further the Marlins’ quest to re-engage and expand baseball business in the diverse South Florida market and beyond after joining the team from the reigning NBA Champions Golden Gate Warriors. “Fans have an understanding and appreciation of players as much as they do of brands,” said Bowers. “What we’ve got to do is build content around our players, give them a voice.”

For a talk on soccer in the U.S. and Latin America, Jan Gerits, MD of Transformation Latam at Omnicom talked to Jill Leccia, Senior Marketing Director at Gatorade Latin America. They discussed exciting initiatives like 5v5, which encourages young soccer players in 25 countries to pursue their dream of becoming football players.

In an interesting mix of technology and passion-point marketing, attendees witnessed an exciting discussion on eSports and gambling, which generated a great response from the audience. Even though for some the idea of watching an eSports tournament sounds weird and even boring, Ben Spoont, founder & CEO of team Misfits, and Chris DouganHead of North America Communications, Genius Sports recommend all skeptics to go watch the content before thinking it’ll be boring. “In all of esports, the fastest growing market is Latin America. The engagement for new fans is really off the charts, and working with the MiamiHEAT will help that market grow in Florida,” stated Spoont.

Online subscription models are changing marketing. Brands of the future have to be top of mind or top of algorithm.

Later in the day, members of Portada’s travel marketing board, including chair of the board Trip Barrett, head of Travel Marketing content, addressed the difficult problem executives in the travel industry have to face when customers go through the elite status threshold. How do you keep them from turning to the competition? Alan Duggan, Regional VP, Business Development at Meliá Hotels and Álvaro Valeriani, Regional VP, Sales & Marketing Latam & Caribbean at Hyatt Hotels, were guided by Barrett through this discussion to try to solve the problem.

Finally, Valentín Bueno, CEO of Latcom, talked to Carlos Martínez, president of Fox Networks Group Latin America, about the revolution of out-of-home advertising. Technology is revolutionizing the way OOH media can reach consumers; Bueno and Martínez presented the case of Fox, one of Latcom’s successful case studies.

In conclusion, Portada Miami attendees had the opportunity to listen to the voices in charge of the future of marketing and innovation. From the way technology determines new ways to create loyalty and master trends like e-commerce and esports, to how sports are a means to fuel young dreams and help them get to the top, there was a feeling permeating the air that the future is already here, and Portada Miami was the best place for the right people to start discussing how to tackle it. All this without saying, the view was to die for. Are you regretting not being there? You’re still on time for Portada LA on May 10!

What: Genius Sports Group Communications Director Chris Dougan will be one of this year’s speakers at Portada Miami. He will discuss Gaming and Gambling with Ben Spoont at the EAST hotel on April 19.
Why it matters: This is one of the topics that are changing the future of sports marketing. There will be plenty of questions moving forward as more entities, particularly in the U.S., embrace legal gambling on sports and eSports.

Joe Favorito, chair of the Sports Marketing Board, has prepared a background piece on speaker Chris Dougan and the topic he will be discussing at Portada Miami. To join the conversation with him and all our other speakers, register here!

The buzz words in sports business, not just in the U.S. but around the world, are gaming, eSports and gambling. As sports gambling becomes closer to a reality not just in North America but in other countries, including those in Latin America, how will the consumer be protected and the games stay safe? And how will data protection, and even gambling play a role in eSports?

At the center of all those discussions is Genius Sports, the world’s fast-growing leader in data protection around professional sports. Based in London, Genius (@geniussports) works 24/7 to make sure the data for some of the world’s biggest leagues, from the Premier League to Major League Baseball and the PGA Tour, are safe and secure. And as eSports becomes more valuable, Genius Sports work will take them deep into working with the biggest gaming companies to again make sure all data is secure and protected.

Helping lead the charge for Genius, not just in the U.S. but in Latin America as well, is Chris Dougan.

Dougan will explain the value of data protection, the scope of the gaming and gambling industry, and how companies will work to protect brands.

Dougan is the Group Communications Director for Genius Sports Group, with responsibility for developing and implementing the global corporate communication, marketing and public affairs strategy. He spent his early career at MGM Studios before moving into ballot measures and issue advocacy work. For over fifteen years, Dougan has specialized in managing integrated public affairs, strategic communications and issue advocacy campaigns on behalf of highly regulated sectors. He has planned and executed multiple campaigns across the US, EU, and EMEA region on behalf of national governments, institutions, and multinational corporations.

Since joining Genius Sports Group in 2015, Dougan has driven stakeholder engagement efforts and leads the US advocacy program by providing senior counsel to C-suite executives, opinion leaders, regulators and politicians. Outside the US, he has helped extend the Group’s reach into emerging markets by leading the debate on regulation and positioning the organization at the forefront of sports betting policy initiatives.

On April 18 at Portada Miami, Dougan will explain the value of data protection, the scope of the gaming and gambling industry, and how companies will work to protect brands, players, broadcasters and fans from catastrophic business failures tied to illegal activity in the space.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

[featured image: Courtesy ESL, Fortune. Streaming of eSports event in Katowice, Poland]