Jose Manuel Montenegro


People change positions, get promoted or move to other companies. Portada is here to tell you about it.

Jose Manuel Montenegro was recently appointed VP, Global Media Director at Sharp Communications. Montenegro until recently worked as Media Director at The Vidal Partnership and before that at digital agency Sensis.

Andrea Slodowicz has joined  Coconut Grove based MARCA as Media Director. Unil recently she was VP Marketing at Cafe Mom’s Mama’s Latinas. Before that she worked as  VP, Director of Content Development and Ideation at Starcom MediaVest Group Multicultural.

Lucio Grimaldi has been  promoted to the position of Vice President – Latin America at Publicitas in  Miami. Grimaldi joined Publicitas in May 2012 as Executive Director – Latin  America.

Lucio GrimaldiGrimaldi will also be in charge of Publicitas  U.S. Hispanic efforts. In the U.S. Hispanic marke Publicitas places a strong   emphasis in monetizing Latin American websites that are visited by U.S.  Hispanic audiences through geotargeting techniques. Grimaldi is based in the Publicitas Miami office and reports to Simon Taylor,  CEO Europe & Americas at Publicitas.


Porter Novelli has appointed Univision Interactive Media executive Diana Valencia to serve as SVP of multicultural communications, a newly created position at the agency.Valencia, who most recently served as senior director of mobile sales development at Univision, started at Porter on January 14. She is reporting to Darlàn Monterisi, the recently named EVP and MD of the firm’s New York office. One of her main goals is to build Porter’s multicultural marketing practice and help clients grow relationships with African-Americans, Asian-Americans, Hispanics, and the LGBT community, said Valencia.

Javier Campopiano New Draftfcb New York CCO Javier Campopiano has been named chief creative officer Draftfcb New York, filling a position that had been vacant since early 2012. Most recently, Campopiano was regional creative director of Draftfcb Latin America. He joined Draftfcb Argentina in 2010 as executive creative director.

America CV Network is welcoming Nelson Montes as its new Senior Director of Promotions and Creative Services. Additionally, America CV Network is also announcing two major promotions in the sales department. Isidro Gonzalez has been named Local Sales Manager for TEVEO (the network’s new television station in South Florida) and Gina Garcia has been named Infomercial Sales Manager.



Diana Bald has been named EVP, Director of Marketing and Business Development of media agency TargetCast.  It’s a newly created position, where she will head up new business and marketing initiatives. She was most recently Sr Vice President, Director of Marketing at ID Media.

The functions of a mobile phone, and to a lesser extent of tablets, are nearly endless. That is why using mobile technologies for marketing is so promising and why there have been so many investments in start-up companies in the mobile sector.

Here are the six things that you need to know to understand the space:

A common debate is whether advertising in applications is more promising than in the mobile web (browser-based advertising). Jose Manuel Montenegro, The Vidal Partnership Media Director, says that he sees more “opportunity for growth in app-based advertising as usage of applications continues to outpace mobile web browsing.” But Jorge Rincon, CEO of RedMas, says that he has noticed that Hispanics skew more towards mobile browsing. He adds that app- based advertising has a few more capabilities in terms of location, rich media/video experiences that will serve a particular purpose for the campaign.

M-commerce (mobile commerce) refers to the buying and selling of goods and services through wireless handheld devices. According to a recently published research study by the Integer Group, 16% of Hispanic shoppers are using their mobile device to make purchases, as compared to only 10% of Caucasians.

“If you are wondering what to do while you are waiting in a queue or you are having an hour to kill, stop wasting your time, just take out your mobile phone and start playing your favorite game,” says mobile media expert Mark Bishop. Advertising in mobile gaming application environments tends to get high engagement by the consumer. The Vidal Partnership’s Montenegro says that he has “developed mobile ad units that incorporate branded interactive games for increased user engagement.” It is clear that Hispanics like mobile gaming. 41% of Hispanics play games on their mobile phones according to a recent comScore report. From these 41%, 50% recall seeing in-game ads. According to the majority of observers, as the stage of the market is today, it is more cost efficient to do in-app advertising within games as opposed to an advergame.

Mobile video advertising is another up and coming ad category within the mobile sector. Tremor Video, a Digital Video Technology Company, helps advertisers reach Hispanic audiences via mobile through cost-per-engagement (CPE) video ad campaigns. Advertisers can run English language video creative with a Spanish language call-to-action. Once viewers engage with the ad, they can open a slate with Spanish language creative and messaging, targeted specifically to the Hispanic audience, a Tremor Video spokesperson tells Portada. Jose Manuel Montenegro from The Vidal Partnership notes that he has been able to deliver increased consumer response rates by leveraging rich media technology that optimizes the user experience with an ad based on the quality of their mobile connection. For example, users on WI-FI connections would experience a video-centric ad unit, while those on mobile connections would experience ad formats requiring less bandwidth.

Mobile marketing in general and Hispanic mobile marketing in particular have been attracting substantial investment from the venture capital community. In Q2 2012 alone, the U.S. mobile sector saw 102 deals, an all-time high. Photo and video related companies took home almost 30% of the funding in mobile indicating more opportunity in those areas, according to research firm CB Insights. VC-funded companies include Hunt Mobile, which focuses on the Latin American and U.S. Hispanic markets. Hunt Mobile investors include CAP Ventures and Enzyme Venture Capital. Pinger, a free texting and talk service, is funded by Kleiner, Perkins, Caufield and Byers, DAG Ventures, Deutsche Telekom, and T-ventures. Mobile Marketing firm Mogreet investors include include Ascend Ventures, Black Diamond Ventures, Draper Fisher Juvetson and Spyglass Ventures.

SMS (Short Message Service) and MMS (Multimedia Messaging Services) messages by media companies tend to be sponsored: “90% of all SMS and MMS messages are sponsored by Entravision advertising”, says Entravision’s Esteban Blanco. Last year ImpreMedia utilized MMS messaging to drive interest in the LA Galaxy playoff games, featuring a contest in which to win tickets to LA Galaxy playoff games.

Related Articles:

Private: Hispanic Mobile Marketing: Where the Rubber hits the Road
Advertising – Technologies: Integrating Off-line and Digital Media
Mobile: Changing Local Advertising Forever