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It’s time to evaluate this year and set up plans for 2017.  We asked major brand marketers and agency executives what they asking their partners to do more of next year and what they plan to invest in. Video/Social, Data-analytics, Owned Events and Talent are the main areas of investment.

The 3 questions  we asked:
1. For 2017 what are you asking your media partners to do more of, or what would you like to see more from them?
2. What are you asking your agency partners to do more of  in 2017 (If the interviewed is an agency executive then the question refers to their brand partners).
3.  What are the main areas of investment for your company on the marketing side  in 2017?

Xavier Turpin, Director – Multicultural and DD SW/West Field Marketing at Dunkin’ Brands Inc.

1. “We are asking our key media partners to understand our strategic direction and challenge back how they can build customized programs to help achieve them.”
2. “For agencies, it’s all about making sure they are focusing the right intellectual horse power in the right areas to help us best drive the business.”

3. In video (both Linear and Digital) and Social Media.

Gloria Constanza, Partner, Chief Contact Strategist,  d exposito & Partners, New York

1. “Ideas that truly support our clients’ objectives, that are designed based on data and facts, but still take into account the cultural art of our audience.  Ideas that can easily be tested and that can deliver results.”
2. “We need those advertisers that had shifted the pendulum to “a one size fits all approach” to rethink their strategies and focus on being relevant to the different audiences/segments of their business.”
3. “Continue to build our data/analytics offering in order to effectively address the ongoing transformation the industry is facing.  While advertising has always been grounded in data, in today’s age, the ease of gathering consumers learning by the minute, requires a more robust application to the available data.”

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Zach Rosenberg, President at MBMG, Los Angeles

1.Invention and first to market ideas to help our clients break through the clutter. Accountability in the form of helping to drive ROI such as better measurement.”

2. “Access to more first party data to allow for better optimization and to acquire deeper, more actionable insights.Willingness to take risks and to test and learn.”

3. “Talent and tools.”

 

 

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Manny Gonzalez, Senior Director, Multicultural Marketing Moet Hennessy, New York

1. “Identify more media partners, especially in the digital space, that have stronger original content creative capabilities.”

2. Same as question 1.

3. On one hand digital. On the other hand,   wholly-owned influencer events (original, not sponsored or third-party).

 

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Sonia Rocha – Villalba, VP Account Director-Media, Zenith Media,Los Angeles

1.  Holistic campaigns that fluidly leverage all their assets (TV, digtal, radio and especially social).  Capitalizing on the social success of our media partners to collectively deliver on campaigns is a big goal for next year.

2. We recommend brands assign more resources to create content and messaging that resonates with consumers and their interests. Ideally, it would be great to make all this content shareable to follow on consumption trends we are seeing today.

 3. N.A.

Join us at PORTADA Mexico!

The use, or misuse, of Social Media by celebrities was at center stage during the opening panel at #Portada14.

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From Left to Right: Manny Gonzalez, Daniel Villaroel,Marcelo Rodriguez, Chet Fenster.

Manny Gonzalez, Senior Director, Multicultural Moet Hennessy, noted he expects to see many more social media savvy celebrities within the next 5 years.

Marcelo Rodriguez, Managing Partner at Grupo Parada
Marcelo Rodriguez, Managing Partner at Grupo Parada

When asked who they expect to be a major Social Media Star in 5 years Marcelo Rodriguez, Managing Partner at Grupo Parada, predicted that it will be a politician.

 

 

Daniel Villaroel, AVP, Integrated Marketing, Multicultural Maybelline New York
Daniel Villaroel, AVP, Integrated Marketing, Multicultural Maybelline New York

While Daniel Villaroel, AVP, Integrated Marketing, Multicultural Maybelline New York said that a beauty blogger.

Content generation is a big challenge, particularly in the Hispanic marketplace.  The key question is how do you create relevant content that is integrated digitally and with mobile?

The panel was moderated by Chet Fenster, Managing Partner, Director of Content Creation, MEC Entertainment.  Regarding the choice of media partners, Moet Hennessy’s Manny Gonzalez noted that “you need to be very picky, you can never relinquish your role as a brand steward”. He added that “content generation is a big challenge, particularly in the Hispanic marketplace.  The key question is how do you create relevant content that is integrated digitally and with mobile?”

 

The agenda of the Hispanic Music and Entertainment Marketing Forum on Sept. 17 in New York City (which together with the 8th Annual Hispanic Advertising and Media Conference on Sept. 18 comprehends #Portada14) is designed to provide marketing, media and entertainment executives key market intelligence and the best networking opportunities to succeed in the marketplace.

Get your Combo Ticket at Early Bird Price now! Earl Bird expires this Friday August 8!

Major marketers including Maria Rios, Director Multicultural Marketing & Media Strategy, Macy’s; Maybelline New York’s Daniel Villaroel and Manny Gonzalez, Director Multicultural Marketing, Moet Hennessy as well as key Research, Music, Entertainment and Agency players will explore the following key themes:

Making Celebrity Marketing Work: The Crucial role of Digital Media

Radiograpy of Hispanic Music and Entertainment Consumption:  New Data and intelligence on the Hispanic music and entertainment consumer.

Inside the mind of a Hispanic Internet Radio Planner

Branded Entertainment: Crucial Changes in the Paradigm

Music Genres Hispanics Love

The countdown to #Portada14 has started!  Portada’s Hispanic Music and Entertainment Marketing Forum on Sept. 17 in NYC’s Scholastic Auditorium with Greenhouse and Rooftop Terrace and the 8th Annual Hispanic Advertising and Media Conference on Sept 18 (same venue) are bound to be the best ever!

Portada’s team has worked hard to already confirm a great selection of client side marketers, agency, and media leaders, including:

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

More pathbreaking speakers to be revealed soon!

Plus look out for major announcements on Latin Music and Entertainment stars!

Some themes we will be exploring as the program is being shaped:

8th Annual Hispanic Advertising and Media Conference• Social Media: Best Practices from a major player: Use of language, social habits vs. general market.

• The unending quest: New approaches on how national brands reach out to local audiences

• Brand New Research: What appeals to different generations of Hispanics (Boomers, Gen-Xers, Millennials)|

• The Hispanic Digital Video Explosion

• English dominant and Spanish dominant: Language preference in advertising/ media by age/ region

• Hispanic print media, Where it works and where it doesn’t

• Programmatic Buying and Hispanic media: Much more than a buzzword

Hispanic Music and Entertainment Marketing Forum• Latin Music Genres, what works where and why

• Celebrity endorsement models

• The crucial role of mobile media in Hispanic Music consumption

• Music Streaming Services: Hispanic Music Subscription and Advertising revenue models

• Viva la Musica: How Social Media amplifies and shapes music and entertainment messages

• Our popular Speed Networking Function!

 

Register today to profit from the  early bird rate!

 

Already Confirmed Sponsors for #Portada14 are:

8th Annual Hispanic Music and Entertainment Marketing Conference:

Gold Sponsors:
YuMe
GFK

Bronze Sponsor
Mocospace

Hispanic Music and Entertainment Marketing Forum:
Spotlight Sponsor
Batanga

For sponsorship opportunities, please reach out to Kelley Eberhardt at Kelley@portada-online.com

The countdown to #Portada14 has started!  Portada’s Hispanic Music and Entertainment Marketing Forum on Sept. 17 in NYC’s Scholastic Auditorium with Greenhouse and Rooftop Terrace and the 8th Annual Hispanic Advertising and Media Conference on Sept 18 (same venue) are bound to be the best ever!

Portada’s team has worked hard to already confirm a great selection of client side marketers, agency, and media leaders, including:

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

More pathbreaking speakers to be revealed soon!

Plus look out for major announcements on Latin Music and Entertainment stars!

Some themes we will be exploring as the program is being shaped:

8th Annual Hispanic Advertising and Media Conference• Social Media: Best Practices from a major player: Use of language, social habits vs. general market.

• The unending quest: New approaches on how national brands reach out to local audiences

• Brand New Research: What appeals to different generations of Hispanics (Boomers, Gen-Xers, Millennials)|

• The Hispanic Digital Video Explosion

• English dominant and Spanish dominant: Language preference in advertising/ media by age/ region

• Hispanic print media, Where it works and where it doesn’t

• Programmatic Buying and Hispanic media: Much more than a buzzword

Hispanic Music and Entertainment Marketing Forum• Latin Music Genres, what works where and why

• Celebrity endorsement models

• The crucial role of mobile media in Hispanic Music consumption

• Music Streaming Services: Hispanic Music Subscription and Advertising revenue models

• Viva la Musica: How Social Media amplifies and shapes music and entertainment messages

• Our popular Speed Networking Function!

 

Register today to profit from the  early bird rate!

 

Already Confirmed Sponsors for #Portada14 are:

8th Annual Hispanic Music and Entertainment Marketing Conference:

Gold Sponsors:
YuMe
GFK

Bronze Sponsor
Mocospace

Hispanic Music and Entertainment Marketing Forum:
Spotlight Sponsor
Batanga

For sponsorship opportunities, please reach out to Kelley Eberhardt at Kelley@portada-online.com