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What: Members of the Portada Agency Star Committee will lead an interactive session at #PortadaNY about multicultural insights as an ingredient of more effective marketing campaigns. Join Starcom’s Dana Bonkowski and Darcy Bowe, Horizon’s Karina Dobarro, Publicis Groupe’s Jessica Roman, and UM Worldwide’s David Queamante. Register now!
Why it matters: As the presence of multicultural populations increases in the U.S., all marketing needs to include multicultural insights in order to have a chance to succeed.

As multicultural consumers increase in quantity and we get a step closer to them being a majority, doing multicultural marketing becomes more and more necessary. According to Liz Castells-Heard, CEO of Castells & Asociados, even though multiculturals are nearly 40% of U.S. consumers and spend US $1.7 trillion, they get under 18% of all ad dollars. “Most of the Fortune 500 are still reticent, late in the game or not doing it right,” she writes. “It is not just about a few adjunct in-language TV spots, influencers, soccer, events or social. It’s about a top-down, thoughtful, holistic and organization-wide approach.”

But what are the right steps and elements a brand needs in order to “do it right”? As Dana Bonkowski, SVP, Multicultural Lead at Starcom and member of Portada’s Agency Star Committee says, “Whether or not you intend to officially embark on a multicultural marketing initiative, the reality is multicultural consumers are already part of your brand’s story,” and so companies really should start taking these consumers into account if they wish to stay relevant in the future.

Tomorrow, September 25, Dana Bonkowski will delve deeper into this topic with other members of the Agency Star Committee: Darcy Bowe, SVP, Media Director at Starcom USA; Karina Dobarro, SVP, Multicultural & International Brand Strategy at Horizon Media; Jessica Roman, VP, Media Director at Publicis Groupe; and David Queamante SVP, Client Business Partner UM Worldwide.

Portada New York attendees will have a never-before-seen opportunity to participate in the panel in a fully interactive way. Together in a Samoan circle format, the panelists and the audience will answer the question: HOW CAN MULTICULTURAL INSIGHTS AND ADVERTISING MAKE GENERAL MARKET CAMPAIGNS MORE EFFECTIVE?

You still have time to join this and all the other Portada New York thought-provoking activities. Did you know that just by acquiring a ticket you get the opportunity to meet with three prominent brand executives? Click on the banner below and join #PortadaNY now.

What needs to happen for  video marketing budgets to increase? This question was asked by Portada to marketers at MediaVest, Horizon, Publicis Media and Dunkin’ Brands in a piece included in our just released 52 page 2017 Video Marketing Guide (Free Download).  Some key insights below.

00ce39dJennifer Weiss,VP, Connections Director, MediaVest (photo) tells Portada that “for Hispanic marketers in particular, there is still a lack of premium, relevant English-language content. Every source out there says the majority of Hispanics are consuming digital content in English, yet the majority of the premium, long-form, relevant video content is repurposed from Spanish language TV networks. Hulu has created some, but there is still a much bigger opportunity in this space. Advertisers are willing to pay more for great content that they know people are watching – and premium, long-form content doesn’t have the same viewability and fraud issues that less premium video content faces. There is also a huge migration of watching long-form content in the digital space, and our ads are less-intrusive there, so we definitely need to provide more content.”

Premium, long-form content doesn’t have the same viewability and fraud issues that less premium video content faces.There is a huge migration of watching long-form content.

DOWNLOAD Portada’s 2017 Video Marketing Guide! The intelligence and forecasts you need. Plus the trends interpreted by major brand marketing, agency and media executives who are shaping the video marketing space.

npiitwnt_400x400“The main challenge is to ensure that the content is relevant, authentic and engaging,” says Janina Delloca-Pawlowski, Brand Manager Multicultural Marketing, Dunkin’ Brands (photo). She adds that “based on research, one in two Hispanic mobile video users proactively seeks content that is relevant to them as a Latino and connects them with aspects of their culture. In fact, they are more likely to watch ads on their smartphones if those ads exemplify aspects of their Latino culture. In addition, they consume online video content in both languages so it is imperative to provide consumers with both English and Spanish content and let the consumer choose the language in which they prefer to engage with our brand.”

Horizon’s Karina Dobarro, VP Managing Director of Multicultural Brand Strategy, Horizon Media,karina-dobarro agrees with Delloca-Pawlowski, “The biggest opportunity today with online video is being able to reach a captivated Hispanic audience with premium content in both languages.”

Off-line Sales Measurement Needed

MediaVest’s Weiss stresses that for video advertising to substantially grow it is necessary for buyers to obtain offline sales data. “We know the consumption is happening – consumers post on social media about seeing our ads online. Yet, many publishers are nervous about allowing closed-loop offline sales metrics. The more we can prove that our media dollars are working hard in the online video space, and with particular publishers, the more media dollars will be available for online video publishers.”

Many publishers are nervous about allowing closed-loop offline sales metrics, but we need offline sales measurement.

People-based Targeting Based on First Party Data

Weiss also has a interesting point to make when she speaks about the scarcity of first party data. “A key hurdle for Hispanic marketers in the online video space is targeting Hispanics on English language sites. We know that Hispanics are consuming General Market media online, yet most of the targeting data available comes from cookies – largely from people who have visited a Spanish language site. We need to make sure we’re able to reach those Hispanics who never visit a Spanish-language website. More 1st party data will help us deliver on that, and publishers need to do more to gather & share that data with advertisers. As the industry moves more towards programmatic private marketplace deals to buy video, this data becomes the holy grail. Many advertisers find it challenging to reach Hispanics with programmatic on English language sites right now, even though we know the audience is there. We must get over the cookie hurdle and move more towards people-based-targeting. “

As the industry moves more towards programmatic private marketplace deals to buy video, first party data becomes the holy grail.

Tailored Creative Messages

44b4c8665d4c4e212964143b8192b228_400x400To Marla Skiko,EVP, Director of Digital & Data Solutions, Publicis Media (photo).  “One challenge is to ensure that creative messaging is tailored for the environment. Marketers want to be as relevant as possible based on what they know about their intended consumer, which has been enabled in part by data-driven audience buying. Beyond that, also tailoring the message for differing video formats is crucial. On some platforms video will have audio, for instance, and in others the audio must be user initiated. Depending on functionality, marketers and agencies must design for success.”

 

#Portada 14 attendees were very interested in a panel about programmatic media that was presented by Yahoo! Programmatic Media Buying which concentrates on buying audiences, rather than inventories, on a real time basis through electronically connected exchanges, is expected to surpass 50% of the digital display buying volume in the general market this year. Is this also the case for the Hispanic market?

Gina Mistro, National Account Director US Hispanic at Yahoo!, Karina Dobarro, VP Managing Director Multicultural Brand Strategy at Horizon Media and Guillermo Abud, VP Digital Director at MediaVest-MV42 Multicultural, provided answers to the above and other questions. The panelists agreed that as brands expand into programmatic buying in the general market, they also do so for the Hispanic segment. This is definitely what Horizon Media’s Karina Dobarro who buys media for brands including Burger King, Vonage, Capital One, is seeing.

Yahoo’s Gina Mistro, Horizon Media’s Karina Dobarro and MV42’s Guillermo Abud during #Portada14

MV42’s  Guillermo Abud noted that  “although receding, the main challenges for programmatic media buying’s progression in the U.S. Hispanic market are a relative lack of education in the Media and Marketing community abut the ins and outs of programmatic buying; lack of transparency; and difficulties in determining whether a targeted consumer is really Hispanic. Another relative obstacle, that if surpassed could make programmatic buys more efficient is that, according to Abud, “Very few brand marketers share their data. Maybe between 5% and 10%.”

Yahoo’s Gina Mistro said that the expansion of programmatic buying implies a changing role going forward for both media sales and agency executives. Media sales representatives will evolve more into a consulting and post-campaign analysis role.  While Agency executives will establish the parameters they provide to the media buying desks, and be less involved in the administrative aspects of the media buy.

Very few brand marketers share their data. Maybe between 5% and 10%.

What will be the next trend in programmatic media?

According to MV42’s Abud it will be “Addressable TV”. Adressable TV technologies allow advertisers to selectively segment TV audiences through cable, satellite and Internet Protocol television (IPTV) delivery systems and set-top boxes (STBs). This enables marketers to serve different ads or ad pods (groups of ads) within a common program or navigation screen. Segmentation can occur at geographic, demographic, behavioral and (in some cases) self-selected individual household levels.

 

Read about Starcom’s Marla Skiko on Hispanic programmatic buying.

We just added more major client and and agency executives to the roster of #Portada14: The Hispanic Music and Entertainment Marketing Forum on Sept. 17 and our 8th Annual Hispanic Advertising and Media Conference on Sept 18. Alfredo Rodriguez, Vice President of Latino Marketing at DISH and Karina Dobarro, VP, Managing Director, Multicultural Brand Strategy at Horizon Media are the lastest additions.

Get your tickets now! Early Bird pricing expires next week!

Other major speakers that have already been confirmed include:

  • Ana Lucia Soto, Media Manager, JC Penney
  • Oscar Madrid, Director, Multicultural Marketing, Verizon
  • Lyris Leos, Brand Marketing Strategy Director, JC Penney
  • Cesar Sroka, Group Account Director, Omnicom Group
  • Manny Gonzalez, Senior Director-Multicultural,  Moet Hennessy
  • Daniel Villaroel, Director Multiethnic Marketing, Maybelline New York and Garnier
  • Keisha Andrews-Rangel, Managing Director, nTrigue media
  • Isabella Sanchez, VP, Media Integration, Zubi Advertising
  • Maria Lopez Knowles, CMO, Pulpo Media

What: Meredith Corporation will launch the new English-language magazine  Parents Latina with a circulation of 700,000, aimed to serve the growing population of English-speaking U.S. Hispanic millennial mothers. The magazine will be launching  in Spring 2015  and complement Meredith’s existing Spanish-language brand, Ser Padres (circ. 850,000, 8 times a year).
Why it matters: In a recent Portada article marketers “complained” that content targeting acculturated Latinas is not good enough and too scarce. Time Inc.’s People en español recently announced the launch of a new English-language digital and print offering  called “Chica”. Now Meredith, another major publisher targeting the Hispanic market is adapting its offerings as well.

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Meredith is betting on the millennial Hispanic mom. The magazine publisher is launching a full-fledged quarterly magazine called Parents Latina in spring 2015 with a circulation of 700,000. Parents Latina is headed up by Dana Points, content director for the Meredith Parents Network. She will oversee the magazine’s entire editorial operation. Support staff  to help produce the title will be pulled from the existing pool of workers at the Meredith Hispanic Media Group.  The new magazine will debut in spring 2015 to complement Meredith’s existing Spanish-language brand, Ser Padres.

“We believe Parents Latina will have tremendous appeal to the growing market of second-generation Hispanic moms who crave cultural relevance in their media but prefer to consume it in English,” says Carey Witmer, President, Meredith Parents Network.

“Our research shows that nine out of 10 second-generation Hispanic moms find the concept of Parents Latina appealing to them, and reflected their cultural values and heritage,” says Dana Points, Content Director, Meredith Parents Network.

Hispanic media no longer equates to Spanish-language only and the landscape will continue to evolve in the coming years with more media companies looking to attract this consumer with in-culture content regardless of language.

How is the launch being perceived by the media buying community?

“The launch of Parents Latina is a reflection of the growing Hispanic bilingual consumer seeking culturally relevant content in either language. Hispanic media no longer equates to Spanish Language only and the landscape will continue to evolve in the coming years with more media companies looking to attract this consumer with in-culture content regardless of language,”Karina Dobarro,  Vice President, Managing Director, Multicultural Brand Strategy at Horizon Media, tells Portada.

On the client side, Daniel Villaroel, Director Multiethnic Marketing at Maybelline New York and Garnier, says that “it’s great that we have more ways to reach Latinas, regardless of language. These new publications also recognize they have to go above and beyond to provide qualitative data about their magazine’s success since standard metrics aren’t available.”

These new publications also recognize they have to go above and beyond to provide qualitative data about their magazine’s success since standard metrics aren’t available.

Distribution Method

Enedina Vega-Amaez, Vice President/Publisher of the Meredith Hispanic Ventures Group, tells Portada that Parents Latina’s distribution method will be a combination between controlled circulation and subscription. She adds that the new magazine should lure most advertising categories from packaged goods to OTC, to auto, retail and beauty. Regarding Parents Latina’s digital presence Amaez says that “We will be developing a social presence for the brand as part of the Meredith Parents Network.”

Meredith
Meredith

The Meredith Parents Network is a gathering of five cornerstone brands – American Baby, FamilyFun, Parents, Ser Padres, and now Parents Latina – .The Network reaches Hispanic moms through dynamic media platforms to engage them in ways they can personally relate to – in the moments, places, and languages that are meaningful to them.

At present, Meredith Corporation serves Hispanic women exclusively through the following multimedia brands:

  • Siempre Mujer : a Spanish- language women’s lifestyle title written for, by and about the modern Hispanic woman living in the U.S. It is published six times a year with a ratebase of 550,000.
  • Ser Padres : Published eight times a year with a ratebase of 850,000,this magazine serves Spanish-speaking parents, offering content and information that empower and inspire Latina moms with solutions for their children, home and life.
  • Ser Padres Espera : Serves new and first-time expectant Spanish-speaking parents. It is published three times a year with a rate base of 500,000.
  • Ser Padres Bebe: Published annually with a ratebase of 600,000, Ser Padres Bebe serves the Hispanic new parents market, and is the chosen source for new moms looking for education and inspiration on raising a healthy and happy baby.

Moreover, many of Meredith’s popular brands – including Better Homes and Gardens, Allrecipes, Family Circle, Fitness and Every Day with Rachael Ray – have significant followings from English-dominant Latina consumers.

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

b2759dc16f454b5abec0f014baf032fd1The marketing agency Performics has announced the promotion of Michael Kahn to the position of Chief Executive Officer, Performics – Worldwide. He succeeds Daina Middleton .He was formerly Worldwide President with responsibility for business development and leading key clients.He will report to Tim Jones, CEO and Chairman of ZenithOptimedia – North America and Chairman, Performics – Worldwide. Kahn has worked for agencies such as Ketchum, J. Walter Thompson and DDB before going online in 1998. He joined Performics in 2005.

aAzteca America , a wholly owned subsidiary of Mexican broadcaster TV Azteca, named Jose Luis Padilla Vice President and General Manager of the flagship station KAZA in Los Angeles, and Regional Vice President of Azteca’s West Coast Managed Stations.In his new role, Padilla will be responsible for Sales, Marketing,Local Programming and Operations for KAZA and will also supervise and develop regional strategies for KEMO San Francisco, KPDF Phoenix, and KHDF Las Vegas.Prior to joining Azteca, Padilla served as General Sales Manager at CNN Latino and he was Senior Vice President and General Manager at KWHY Television. He also spent 18 years at Univision Network . He lives in Porter Ranch, California and is a graduate of California State Northridge.

karina-dobarro-188Karina Dobarro was named VP, managing director of multicultural brand strategy at Horizon Media. She will report to Stan Fields, EVP, Managing Partner at Horizon Media. Dobarro joins Horizon Media from Mindshare where she was Managing Director of multicultural marketing. Prior to Mindshare she was the Senior Partner, Account Director at MEC, and managing communications planning for clients such as AT&T, Ikea and Campbell’s. She started her career at Initiative Media, first in San Francisco and in New York where she worked on Bayer, Elizabeth Arden and Burlington Coat Factory.

BNq_Zh4N_400x400Jerly Marquez has joined HorizonMedia as associate director of multicultural brand strategy from GroupM, where she spent six years as a U.S. Hispanic and multicultural market specialist. Jerly started her career at The Vox Collective as a Media Planner/Buyer. She will report to Karina Dobarro.

1c41feaJacki Kelley was named chief operating officer of media for Bloomberg Media to be effective September 1. She will oversee Bloomberg’s Internet, mobile, television, digital video, radio, print magazine and live events businesses. Prior to this, she was chief executive officer of IPG Mediabrands North America and president of global clients.She was also global CEO of UM (Universal McCann) and  held executive positions at Martha Stewart Living Omnimedia, Yahoo and USA Today.

Randy Stockdale has taken the position of Vice President for CHI & Partners to manage the Houston office of Chi & Partners. CHI and Partners, a full service agency headquartered in London, has also offices in  New York and opened a Houston office last year. Its clients include Direct Energy. Stockdale is a seasoned US Hispanic marketing & advertising executive. He will oversee all office operations and will build CHI’s multicultural strategic services for the agency network.

JR deSouza was recently appointed as Head of Americas – Comercial Management at DreamWorks Animation.

Read prior Changing Places weekly editions.

What: Horizon Media is strengthening and expanding cross-cultural capabilities for which it has  as Vice President, Managing Director, Multicultural Brand Strategy and Jerly Marquez as Associate Director of Multicultural Brand Strategy .
Why it matters: Major agencies are adding a “multicultural layer” to add a multicultural focus and expertise to Total Market accounts (e.g. see Xavier Mantilla’s new position at UM in New York.)

nnnHorizon Media is strengthening its existing cross-cultural capabilities as the company continues to infuse cross-cultural experts across all of its brand teams. For this reason it has appointed Karina Dobarro as VP, managing director, multicultural brand strategy to lead the multicultural brand strategy practice within the agency. Joining her is Jerly Marquez as associate director of multicultural brand strategy. Dobarro will report to Stan Fields, EVP, Managing Partner at Horizon Media, and Marquez will report to Dobarro.

karina-dobarro-188Dobarro joins Horizon Media from Mindshare where she was Managing Director of multicultural marketing. She has developed successful multicultural campaigns for many leading brands, including AT&T, Unilever, Macy’s, Volkswagen, and Kimberly Clark.Dobarro is a multicultural marketing leader with particularly strong Hispanic market expertise. She spent the last six years working across GroupM’s portfolio of agencies including Mindshare and MEC. Prior to Mindshare she was the Senior Partner, Account Director at MEC, and managing communications planning for clients such as AT&T, Ikea and Campbell’s. Previously she spent four years at the Vidal Partnership. She started her career at Initiative Media, first in San Francisco and in New York where she worked on Bayer, Elizabeth Arden and Burlington Coat Factory.

BNq_Zh4N_400x400Jerly Marquez joins Horizon from GroupM, where she spent six years as a U.S. Hispanic and multicultural market specialist supporting WPP media agencies Maxus, MEC, MediaCom and MindShare. Jerly started her career at The Vox Collective as a Media Planner/Buyer, where she was responsible for the development and execution of prominent Hispanic campaigns for clients, such as Verizon Wireless, Office of National Drug Control Policy, Fifth Third Bank and Macy’s.

“I’m thrilled to be joining the agency as multicultural lead to further elevate and grow this facet of the business. Nearly half of adult Millennials, the coveted 18-34 demographic, are multicultural. This is the highest share of non-white Americans in any generation. Given this demographic shift, it is paramount that communications planning continues to evolve and reflect this cultural diversity,” said Karina Dobarro, VP Managing Director of multicultural brand strategy at Horizon Media.

“We have an advanced multi-cultural practice.These new hires further strengthen our leadership and proven ability to develop engaging and culturally relevant communications for our clients.”

 

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