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We are excited to announce we’ve been working hard in our website features. Stay tuned for our expanded offering of content for brand marketers in 2020, which we’ve outlined below. 

 

Dear Portada Audience Member,

Happy 2020! We have been busy updating our website features. This is part of our ongoing efforts and investment to provide best-in-class content for the brand marketing community and benefit our audience and business partners. Our program includes a complete website revamp, SEO strategy and implementation, expanded use of images, social media amplification as well as paid and earned marketing campaigns.

In coming weeks we will be rolling our expanded content offering for the brand marketing community,, which complements Portada’s year-round knowledge-sharing and networking platform; the Portada Council System and events.

A Whole New Way of Delivering Content for Brand Marketers

Passion Point Marketing News:
The latest content for brand marketers, including the members of Portada’s Sports & Entertainment Marketing Board. How brand marketers are leveraging sports, music and lifestyle content to engage consumers throughout the Americas. What you need to know. Subscribe here!

Innovation: What’s next for Brands:
A holistic cross-industry, cross-discipline approach to effective and authentic marketing driven by innovation. Key insights about how brand marketers, including the members of Portada’s Council System, reap the advantages of technological innovation to unlock ROI. Subscribe here!

Thank you for being part of our engaged audience. Wishing you a wonderful start to 2020!

Portada is thrilled to announce the list of finalists that will yield the winning topics to be addressed at Portada Los Angeles 2020. Council System members will vote for their favorites on November 14.

Portada is revealing the list of 9 finalist topics to be addressed at conference sessions during Portada Los Angeles on April 2, 2020. These topics have been chosen by members of the different Portada Council System units. At the November 14 Happy Hour presented by Digo Hispanic Media, marketers who are members of the Portada Council System, will vote for the winning topics for the three main Portada Los Angeles speaking slots: Keynote, Consumer Insight Highlight, and MarTech Solution Spotlight.

Due to the resounding success and growth of the Portada Council System over the last year, going into 2020 we want to make sure that our event programming mirrors the preferences and needs of the brand marketers and first-class marketing service suppliers in our system,” says Marcos Baer, president of Portada.

Finalist topics per speaking slot for Portada Los Angeles 2020 

Brand Star Committee meeting during Portada New York
Brand Star Committee, a unit of the Portada Council System meeting during Portada New York

Brand Marketer Driven Event Programming…

At their in-person meeting at Portada New York, the first-rate brand and media agency decision-makers who are members of the Brand Star Committee, Agency Star Committee and Sports Marketing Board suggested topics for each of the speaking slots. Each Council System unit nominated one finalist per category (see above).

 


…with the final vote at the Happy Hour & Council Content Choice, Nov. 14

On November 14, Portada Council System members will gather at the Happy Hour & Council Content Choice presented by
Digo Hispanic Media,
 where Portada’s Council System members will vote for the winning topics to be addressed at the three Portada Los Angeles speaking slots on April 2, 2020.

“We’re thrilled to present the first Portada Happy Hour & Council Content choice,” commented Augusto Romano, CEO of Digo Hispanic Media. “It’s a great way to advance our partnership with Portada, which has been of great benefit to our company. Having the support of this great team to accelerate our market entry has greatly facilitated the process.”

If you are a brand marketer and would like to join the Portada Council System, please provide contact information here
If you are a marketing service provider and would like to join the Portada Council System, please provide your contact information here.

 

Brand Marketing Executives to Vote for Portada Los Angeles 2020 Winner Topics on November 14 include:

Vice President, Sponsorships, Wells Fargo    

Senior Manager, Advertising & Marketing, Multicultural, Kia Motors America

 Head of US Sports Marketing, Anheuser-Busch InBev

 Vice President, Global Sponsorships, Head of Americas, SAP 

Marketing Manager, Nestle USA

Senior Brand and Latino Marketing Manager, Intuit

National Media Manager, JCPenney                                                                           

National Director, Multicultural & Growth Markets, Realogy

 US Managing Director, CH Carolina Herrera

Digital Marketing Manager – SEM and SEO, Sprint                                                                                                   

EVP I CMO, Curacao

Manager, California Endowment

Category Marketing Manager, GraceKennedy Ltd

Head of Marketing Activation & CRM, Conagra 

Dozens of additional brand marketers will be announced by early 2020.

 

 

Portada will host four major events and several Happy Hour & Council Content Choices in 2020 to spur networking and knowledge-sharing in a wide array of brand marketing disciplines.  Brand Marketers and Marketing Services Providers who are Portada Council System members will be voting for key speaking topics at Portada events.  Additionally, Portada will host 12 virtual events involving each of the six units of the Portada Council System. 

Portada is thrilled to announce its expanded year-round knowledge-sharing and networking platform for brand marketers, which will include 4 major events, 12 virtual events and 4 Happy Hours & Council Content Choices providing year-round marketing services buyer facing networking and thought leadership opportunities.

 “We are also making important innovative changes to the dynamics of our Council System. In 2020, brand marketers, and best-of-breed marketing service providers will be directly involved in the Portada events topic selection process as part of their activities as members of the six different units of the Council System: Americas Board, Agency Star Committee, Brand Star Committee, Brand Star Committee Latam, Sports Marketing Board, or Travel Marketing Board,” says  Janet Grynberg, Lead Editorial Coordinator at Portada.

Brand Marketers and Marketing Service Providers: Together Four Times a Year

The topic selection process has already started. At their second 2019 in-person meeting at Portada New York, the first-rate brand and agency decision-makers who are members of Portada’s Council System selected the most relevant topics from a list of imminent issues and challenges facing the marketing & media industry today. These topics will be announced soon and will provide a complete picture of what’s in the mind of marketers for 2020.

On November 14, these executives will gather in a special function presented by Digo Hispanic Media, the Happy Hour & Council Content Choice , where three units of Portada’s Council System (Brand Star Committee, Agency Star Committee, and Sports Marketing Board), will vote for the topics to be discussed at the three Portada Los Angeles speaking slots on April 2, 2020.

The four 2020 In-Person Portada Events will take place as follows

 

Portada Los Angeles, April 2, 2020

Portada Miami, June 4, 2020

Portada New York, September 24, 2020

Portada Mexico, October 29, 2020

 

 

If you are a brand marketer and would like to join the Portada Council System, please provide contact information.


If you are a marketing service provider and would like to join the Portada Council System, please provide your contact information here.

Hear it from Brand Marketers

“I think it’s a great thing that Portada has put together, it’s given me a chance to really interact with some folks that I’ve known in the industry but maybe we hadn’t gotten together, so it’s been very engaging for me,” said Dan Keats, Director Consumer Marketing-Sponsorships at Allstate Insurance at a previous Portada event.

“Through Portada, I have met new solution providers and we are already working with them,” commented Ariela Nerubay, CMO at Curacao.

“I love the way the Portada is continuously disrupting itself in order to make the experience very valuable for its members,”  John Sandoval, Senior Brand and Latino Marketing Manager at Intuit shared during the VIP Council System dinner at Portada New York. 

See below the list of only a few of the Council System members that will be shaping the future of marketing at Portada events and special Happy Hour functions in 2020. 

 

Members of the Brand Star Committee at the Portada New York in-person meeting

Brand Marketing Executives to Attend Portada 2020 Events & Special Happy Hour Functions Include:

 

Vice President, Sponsorships, Wells Fargo    

 

Senior Manager, Advertising & Marketing, Multicultural, Kia Motors America

 

Head of US Sports Marketing, Anheuser-Busch InBev

 

 Vice President, Global Sponsorships, Head of Americas, SAP

 

Marketing Manager, Nestle USA

 

 Senior Brand and Latino Marketing Manager, Intuit

 

National Media Manager, JCPenney

                                                                                                     

National Director, Multicultural & Growth Markets, Realogy

 

 US Managing Director, CH Carolina Herrera

 

Digital Marketing Manager – SEM and SEO, Sprint

                                                                                                     

EVP I CMO, Curacao

 

Manager, California Endowment

 

Category Marketing Manager, GraceKennedy Ltd

 

Head of Marketing Activation & CRM, Conagra

 

Dozens of additional brand marketers will be announced by early 2020.

What: Marketing decision-makers and brand innovation experts shared insights on the advance of marketing technology and multicultural marketing at Portada New York on September 12. Here are some of the takeaways that you missed.
Why it matters: In its thirteenth annual edition, Portada New York gathered marketers and agency executives engaged with major brands, and provided a space for top-quality knowledge-sharing and networking.

Brand Innovation Expert Nick Kelly
ABinBev’s Head of US Sports Marketing Nick Kelly in conversation with Portada’s Editorial Coordinator

This fragmented, hyper-connected world forces us to adapt to the new trends as soon as they appear. And even though data, the blueprint of this ship we’re all on, is there to guide us through the process, the fact is there’s too much of it available to even comprehend.

As demonstrated throughout the Portada New York series of talks on September 12, both brands and service providers are getting ahead, and it is precisely spaces like these that allow collective knowledge to grow.

Brand Innovation Experts at Work

During the private activities of the Portada Council System on September 11, three of the council units, the Agency Star Committeethe Brand Star Committeeand the Sports Marketing Board discussed relevant topics like improving communication between media planning and

Brand Innovation Experts at work
Sprint’s Francisco Morillo and Nestle’s Kristin Sanchez at the Brand Star Committee meeting

investment teams, increased need for tech knowledge, the fluidity of multicultural identities, the impact of the current political environment in marketing campaigns, the momentum of women’s sports, and more.

Attendees could network with members of the Portada Council System the day after, and listen to the brilliant speakers on the Portada New York agenda. At the Portada Meet-Up session, ticket holders held one-on-one meetings with brand and agency executives of their choice. Here are some of the key takeaways of the #PortadaNY panels.

 

 

Key Takeaways

“Member journey analysis provides us with the information to assign different parts of our organization to a customer.”

(Kim Lauersdorf, Vice President, Marketing, EmblemHealth)

 

“5G is going to remove encumbrance for consumers to get to objects of fandom more often .and re-engage with them.”  

(Peter Sorckoff, Founder & CEO, Seer World)

 

“Identifying consumer insights has become more important than ever. Creating intimate experiences is essential to engage like-minded consumers.”

(Manny Gonzalez, Senior Director, Trade Marketing-Cultural Diversity, Moët Hennessy USA)

 

“Our successful campaign is making the company reconsider how to think about multicultural.”

(Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural, KIA Motors America)

 

“You can’t just look at ratings. Millennials use many screens and multitask, but  they are more engaged than ever although the viewership numbers may decline.”

(Nick Kelly, Head of US Sports Marketing, Anheuser-Busch InBev)

 

“Out of home didn’t use to be as important, now it’s a must. Together with digital, it makes a perfect match: DOOH has grown more than any other traditional media, and it creates the most awareness.”

(Jill Brooks, Business Development Director, LATCOM)

 

“African-American, Hispanic and Asian over-index as e-sports players vs. the general population.”

(Josh Cella, Head of Global Partnerships, Activision Blizzard Esports)

 

 

“Podcasts like Serial drive Superbowl size audiences. Podcasting also tends to skew younger.”  

(Lisa Baird, CMO, New York Public Radio)

 

 

 

Key brand decision-makers will discuss what is the future of marketing THIS WEEK on September 12 at the Westin Times Square. The agenda includes: multicultural marketing in America, 5G, smart cities, experiential marketing, and much more. Four units of Portada’s council system will hold their private meetings at the event. Get tickets now and meet executives of your choice at Portada Meet Up.

 

 

Join the Conversation About What is the Future of Marketing at Portada New York

This year, for the 13th annual edition of Portada New York, marketing innovators will delve deep into the best practices of marketing technology and will discuss new insights to target consumers in Multicultural America. 

On September 12 at the Westin Times Square, top brands will show how they’re evolving their video and mobile marketing toolkit to engage consumers with entertainment and sports content. In addition, brilliant speakers will discuss the future of experiential marketing, omni-channel marketing and multi-touchpoint attributions, as well as how 5G will revolutionize connectivity.

Portada New York attendees will be able to network with members of Portada’s Council System. The Americas Board, Brand Star Committee, Agency Star Committee and Sports Marketing Board will hold their second 2019 in-person meetings at the same venue.

Portada New York offers senior executives from tech, media and marketing firms the opportunity to interact with brand marketers through Portada’s one-on-one meetup offering. Get tickets and choose whom to meet from a list of brand and agency decision-makers pre-screened by Portada (first-come, first-served). 

 

Don’t miss these brand innovation stars at Portada New York. Get your tickets at a special price (US100 off) before Friday the 6th. To find out about other business and branding opportunities, contact Isabel Ojeda at isabel@portada-online.com

 

Brand Innovation Speakers to take the Portada New York Stage:

 

TRANSCREATION

brand innovation expert
Kim Lauersdorf

Kim Lauersdorf, Vice President, Marketing at EmblemHealth @EmblemHealth

interviewed by David Queamante, SVP, Client Business Partner
Marketing in multicultural America means to recreate precise brand content to effectively preserve its creative and emotional intent while making it resonate in other languages and cultures.

 

 

INNOVATION SHOWCASE: The Future of Fandom: 5G and Smart Cities

brand innovation expert
Peter Sorckoff

Peter Sorckoff, Founder & CEO, Seer World @PeterSorckoff

interviewed by Francisco Morillo, Digital Marketing Manager, Sprint 

What happens in a world without lag? 5G and Smart Cities are coming and bring a ton of opportunities for marketers to become even closer to their biggest fans.

 

 

ENGAGING THE BIG APPLE’S CULTURALLY DIVERSE AUDIENCE

Lisa Baird, CMO, New York Public Radio (NPR)
interviewed by Ward Bullard, Chair of Portada’s Sports Marketing Board

As local journalism declines and podcasting continues to grow, NYPR is committed to reaching a larger, more diverse audience with rigorous reporting and news, important conversation, classical music, and entertaining and informative podcasts.

 

 

CREATING BRANDED CONTENT TO CHANGE BRAND PERCEPTION

Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural, Kia Motors @EugeneASantos

Kia’s new tagline, “Give It Everything” has redefined its marketing approach and spirit of trying harder, working smarter, build better and sweat every detail. In many respects, this is the U.S Hispanic story. Kia Latino is redefining how the organization is using influencers and dual-language marketing to provide authenticity. But what are the KPIs that truly matter to measure success? Is Custom Content with partners important to change perception?

 

 

THE EXPERIENTIAL MARKETING CONUNDRUM: How to measure ROI and transfer best practices between marketing platforms.  

expert in the future of marketing
Felix Palau

Felix Palau, Group Brand Director Tequila, Proximo Spirits

in conversation with Michael Temple, VP, National Marketing & Events, CENTURY 21

Experiential marketing has many investment items including entertainment/sports property sponsorship, media, point of sales, events, etc. Major experiential marketers constantly measure the effectiveness of their sponsorships ROI and set best practices to be transferred among all platforms. Hear how two leading experiential marketers deal with these challenges.

 

 

 

What: H Code has announced it has signed an exclusive partnership with the largest media conglomerate in Perú, Grupo El Comercio. We talked to Pablo Rivera, VP of Publisher Development at H Code, about the strategy behind this deal and what’s next for H Code.
Why it matters: This exclusive partnership is one of many signed by H Code in 2019. In order to create authentic connections, H Code reaches out to potential media partners in order to fulfill the needs of the Hispanic market.

The Most Recent Partnership

H Code has announced it has signed an exclusive partnership with the largest media conglomerate in Perú, Grupo El Comercio. Once upon a time El Comercio was a daily newspaper. It’s the second oldest Spanish-language newspaper in Latin America. Now, Grupo El Comercio offers H Code the great opportunity to monetize U.S. traffic across its multiple sites:  Depor, Diario Correo, El Bocón, El Comercio, Gestion, Mujer y Pandora, Ojo, Perú, Perú21, Publimetro, and Trome.

“For the past 180 years, El Comercio has been a top source for national and global news for the people of Perú, and now through the group’s 11 digital sites, for those of Peruvian or other Hispanic origin or descent living in the United States. To be able to partner with such a prestigious organization allows H Code to access the most reliable digital properties and connect U.S. Hispanics with top brands through high-quality content,” said Parker Morse, CEO and Founder of H Code, in a press release.

Working exclusively with leading media companies across Latin America allows H Code to utilize large, engaged U.S. Hispanic audiences and maximize campaigns for brand partners. This exclusive partnership is one of many signed by H Code in 2019, including deals with Radio Mitre, AmericaTV, and Artear

We reached out to Pablo Rivera, VP of Publisher Development at H Code, in order to find out more about the strategy behind these partnerships.

A Friend of H Code’s

 

Portada: How is H Code’s year going so far? What results have you seen from the deals you’ve closed already?

P.R.: We just celebrated our fourth year anniversary and our growth has been incredible to say the least. We started originally with 4 members and have now grown to 50+ employees across our offices in Santa Monica, San Francisco, Chicago, New York, and San Salvador. Part of our success has been thanks to our incredible relationships with 375+ publisher properties that resonate with the U.S. Hispanic audience and allow us to reach, target, and influence this powerful consumer market.

 

Portada: What does it take to become an H Code partner? What do you look for in the media companies you sign deals with?

Pablo Rivera

Pablo Rivera: Creating authentic connections between publishers, advertisers, and U.S. Hispanics is imperative to H Code. In order to be able to do so, we reach out to potential media partners we know align with the needs of the U.S. Hispanic market. Our audience of 32 million Hispanic users come to our sites to consume content in their native language because they wish to stay connected with their culture and countries of origin while living in the United States.

When we search for our publishers, we consider the leading digital properties across Latin America, Spain, and the United States that we know Hispanics use most and look into their total reach in the U.S. We also examine the performance of each ad format, encouraging publishers to place their ad spaces in a very visible location on their sites.

 

 

Our goal is to partner with every digital publisher from North America, Central America, South America, and Spain that publishes content in Spanish.

 

Approaching Peruvian Culture

 

Portada: Why did you decide to sign with El Comercio? Why Peru?

P.R.: Grupo El Comercio is known throughout Latin America. It’s premier site, for which the corporation is named, is the leading newspaper in Perú. We are proud to partner which such a respected publisher. H Code understands the diversity that exists within the U.S. Hispanic population, which is composed of groups from many countries of origin. Hispanics of Peruvian origin or descent are one such group, and it is important to us that we represent and become familiar with the nuances of their audience segment. Along with El Comercio, we have also closed exclusive partnerships with major newspapers from other LATAM countries like Mexico, Argentina, El Salvador, and others. As we continue to grow our goal is to partner with every digital publisher from North America, Central America, South America, and Spain that publishes content in Spanish.

 

Similarities vs. Differences

 

Portada: What sets Peruvians apart from Peruvian Americans, or from the rest of U.S. Hispanics? 

P.R.: U.S. Hispanics—whether foreign-born or U.S. born—are ambicultural, because they expertly navigate between Hispanic culture and American culture. Peruvian culture is unique to that country and, in this instance, can be defined as a subculture that exists as a part of the larger Hispanic culture. There are many similarities between Peruvians living in Peru and those of Peruvian origin or descent that live in the United States. Both groups, for example, share cultural passion points like food, family, Peruvian traditions, and more.

Relatively speaking, there are also significant differences, which is what we hope to address with our exclusive partnership with Grupo El Comercio. Due to the different brands that operate in Peru and those that operate in the United States, Grupo El Comercio will be able to deliver the right message from the right brands to the intended Hispanic audience via H Code.

 

Next Stop: Why Not the Whole Region?

 

Portada: What are H Code’s plans for the near future? What other markets are you looking to connect more with?

P.R.: In conclusion, we hope to continue to educate brands and publishers on the power behind a diverse audience. Especially the impact and influence of Hispanics in the United States. We continuously strive to maintain and grow our relationships with media partners in every Latin American country. Thus we ensure we reach every segment of U.S. Hispanics.

 

 

What: We’re thrilled to announce the addition of brand innovation experts from top brands such as EmblemHealth, CENTURY21, NYPR, Sprint and more to the PortadaNY agenda.
Why it matters: The 13th edition of Portada New York will feature talks and panels with top-notch brand executives. To network live with the PortadaNY speakers and members of three Portada Council System units, get your tickets with a special $100 US discount until August 30.

 

Unlocking Brand Innovation at Portada New York

Join us for the 13th annual edition of Portada New York where marketing innovators will delve deep into how best to leverage marketing technology and new consumer insights in Multicultural America. 

Portada New York 2018

On the agenda on September 12: How brands are evolving their video and mobile marketing toolkit to engage consumers with entertainment and sports content. Hispanic retail marketing insights, How to best leverage technology for experiential marketing. Omni-channel marketing and multi-touchpoint attributions, How 5G will change connectivity and content development. And much more…

Portada New York will also be the meeting point for Portada’s Council System with the Americas Board, Brand Star Committee, Agency Star Committee and Sports Marketing Board holding their second 2019 in-person meetings at the same venue.

Portada New York offers senior executives from tech, media and marketing firms the opportunity to interact with brand marketers through Portada’s one-on-one meetup offering. Get tickets and choose whom to meet from a list of brand and agency decision-makers pre-screened by Portada (first-come, first-served). 

 

Don’t miss these brand innovation stars at Portada New York. Get your tickets at a special price (US100 off) before Friday the 30th. To find out about other business and branding opportunities, contact Sales Coordinator Michelle Lopez at michelle@portada-online.com

 

New Brand Innovation Speakers to take the Portada New York Stage:

 

TRANSCREATION

brand innovation expert
Kim Lauersdorf

Kim Lauersdorf, Vice President, Marketing at EmblemHealth @EmblemHealth

interviewed by David Queamante, SVP, Client Business Partner 

Marketing in multicultural America means to recreate precise brand content to effectively preserve its creative and emotional intent while making it resonate in other languages and cultures. 

 

 

INNOVATION SHOWCASE: The Future of Fandom: 5G and Smart Cities

brand innovation expert
Peter Sorckoff

Peter Sorckoff, Founder & CEO, Seer World @PeterSorckoff

interviewed by Francisco Morillo, Digital Marketing Manager, Sprint 

What happens in a world without lag? 5G and Smart Cities are coming and bring a ton of opportunities for marketers to become even closer to their biggest fans.

 

 

ENGAGING THE BIG APPLE’S CULTURALLY DIVERSE AUDIENCE

Ward Bullard

Lisa Baird, CMO, New York Public Radio (NPR)
interviewed by Ward Bullard, Chair of Portada’s Sports Marketing Board

As local journalism declines and podcasting continues to grow, NYPR is committed to reaching a larger, more diverse audience with rigorous reporting and news, important conversation, classical music, and entertaining and informative podcasts.

 

 

 

They Will Be Joining These Other Brilliant Speakers

 

CREATING BRANDED CONTENT TO CHANGE BRAND PERCEPTION

Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural, Kia Motors @EugeneASantos

Kia’s new tagline, “Give It Everything” has redefined its marketing approach and spirit of trying harder, working smarter, build better and sweat every detail. In many respects, this is the U.S Hispanic story. Kia Latino is redefining how the organization is using influencers and dual-language marketing to provide authenticity. But what are the KPIs that truly matter to measure success? Is Custom Content with partners important to change perception?

 

 

THE EXPERIENTIAL MARKETING CONUNDRUM: How to measure ROI and transfer best practices between marketing platforms.  

Felix Palau

Felix Palau, Group Brand Director Tequila, Proximo Spirits

in conversation with Michael Temple, VP, National Marketing & Events, CENTURY 21

Experiential marketing has many investment items including entertainment/sports property sponsorship, media, point of sales, events, etc. Major experiential marketers constantly measure the effectiveness of their sponsorships ROI and set best practices to be transferred among all platforms. Hear how two leading experiential marketers deal with these challenges.