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Portada expects Latin American-Panregional Marketing expenditures to reach US$ 740 million in 2019. Miami continues to be the main panregional marketing and media hub, although Mexico City and other centers have an increasing weight. This is one of the insights of the just-published 2019-2020 Panregional Marketing and Media Report, which provides Latin American Panregional Marketing Expenditures forecasts for the 2019-2024 period.

Portada’s 2019-2020 Panregional Marketing and Media Media Report provides data, intelligence, insights, and forecasts about the Latin American Panregional Marketing Services sector from 2019 to 2024. A major tool for corporate expansion into Latin America and sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. The 75-page report, which includes a market volume and growth forecast model based on a survey of more than 100 brand and media agency executives conducted by Portada, answers a myriad of questions including the 7 below:

1. What is the size of the panregional marketing sector?

The overall actual Latin American Panregional Marketing Services Sector, understood as decisions taken out of several marketing hubs (*see question 2) including Miami, Mexico City, New York, London and others, has a volume of approximately U.S $ 740 million a year (2019), according to the report. Measured in influence, although not necessarily in direct purchasing power, the brand and media agency executives located at those centers influence approximately US $2.26 billion a year (see chart below.)

Panregional Marketing Expenditures
Actual and “Influence” on Panregional Marketing Expenditures

 

 

2. How is panregional marketing defined? (*)

Panregional marketing is understood as marketing services purchases for two or more Latin American countries by clients (brands) or media agencies located outside of those countries.

3.Which city is currently the largest hub for panregional marketing?

Miami/South Florida is the largest hub followed by Mexico City, New York, London and Sao Paulo. The report provides overall market volumes for marketing decisions taken out of the above hubs from 2016 to 2024.

4.What media category is increasing its share of panregional media buys?

The structure of the panregional media buy out of Miami has changed substantially over the last decade with Pay TV- ten years ago the clear leader – only capturing 20% of the share in 2019 and digital media increasing its share to 60%. The 2019-2020 Panregional Market and Media Report includes expenditures and market share forecasts  (2016 to 2024) for the below market services types (both overall as well as for Miami/South Florida):
Outsourced Content Marketing Services
Outsourced Social Media Related Services
Public Relations Services
Media Planning and Buying Services
Paid Media (Overall)
-Print
-Pay-TV (Cable and Satellite)
-Out of Home
-Radio
-Sponsorships
-OTHER (Including: Movie
-Advertising, Inflight, In-Game
Advertising)
Digital
-Social Media
-Search
-Display
-Video
-Audio Advertising

5. Does the 75-page research report also provide intelligence on Panregional Marketing Expenditures on the brand/client side?

Yes, the report displays  Panregional Marketing Expenditures volume forecasts (2019-2024) for the below ad  -categories.
-IT/Electronics
-Studios/Entertainment
-Financial Services
-Telecomm
-Cosmetics/Fragrance
-Luxury
-Travel/Tourism
-Beverages
-CPG
Other (including Automotive, Education
and Health Services)

6. What other brand related intelligence does the 2019-2020 Panregional Marketing and Media Report provide?

Dozens of examples of panregional (Latin American) marketing decisions by Fortune 1000 companies are provided. Intelligence includes the description of different ways companies structure their marketing organizations targeting Latin American consumers and their marketing decision making as well as from what hub (e.g. Miami, Mexico City, New York etc..) these decisions are made out of.

7. What else does the report provide?

The report also discusses the advantages and disadvantages of Miami as a panregional media hub, according to more than 100 major brand and media agency executives interviewed by Portada.

The 2019-2020 Panregional Marketing and Media Report is a major tool for corporate expansion into Latin America as well as sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. To get more information about the report, please contact Sales Coordinator Michelle Lopez.

 

What: Miami’s “Vice City Rollers” are riding a wave of popularity in the sport of roller derby with a strong Latino fan base and team makeup.
Why it matters: The revival of roller derby over the past couple of decades has given rise to hundreds of teams and thousands of players, and is a fun way for brands to connect with this passionate fan base.

Roller derby has experienced something of a renaissance in recent years, with recreational and semi-professional leagues springing up all over the country and future Olympics inclusion becoming a real possibility. The sport gained a big following in the 1940’s and 1950’s, through the 1970’s with the “Roller Derby Stars,” which later found a new audience on Classic Sports Network, reviving names like “Skinny Minnie” Gwen Miller, Bad-girl Ann Calvello and hotshot Frankie Macedo, mixing athleticism with a healthy dose of not-quite-on-the level, WWE-style scripting.

Today the sport is flourishing, with the Women’s Flat Track Derby Association (@WFTDAboasting more than 400 full-member leagues in nearly 30 countries, including the U.S., Argentina, Brazil, Chile, and Colombia. And USA Roller Sports, the official governing body that has sponsored amateur competitions for more than 80 years, is leading the charge for Olympism.

We relate to our local community in a way that only we can. We are well-versed in ‘Spanglish’ and communicate this through our media efforts.

Meanwhile, teams and leagues dot the country, finding fans across many demographics. In Miami, the Vice City Rollers (@MVCRollers), who began competing in 2012, are preparing for their season debut on March 24 vs. the Key West Derby Dames, and according to Jessica “Shakesfear” Giraldo (@ShakesFear1616), team standout and de facto marketing/PR maven, the Latino base is important to the team’s and league’s growth.

“Being based in a culturally diverse city, it is essential to be able to communicate our message to as many people as possible,” said Giraldo. “Having many bilingual players expands our social impact to the Latino population. We have also worked with Al Rojo Vivo, Telemundo, Univision and are working on a feature by ESPN’s Woman Latin America. A majority of our skaters are also bilingual and multi-racial.”

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Jessica “Shakesfear” Giraldo (credit: Eric Vicario)

Vice City’s main audience is 24-34-year-old females living in Miami, according to Giraldo. Having that Latino base of players with such monikers as Assaulty Peanut, Velociraptor, Powerpuff, Ivanna Pachanga and Lil Hellvana add to the fun—and marketability.

That has led to sponsorship by Sixpoint Brewing (@sixpoint), as well as partnerships with Miami Rescue Mission, local media partner 24/7 Miami radio and local businesses that Girardo notes are part of the team’s Vendor Village.

“We’ve also recently partnered with the Miami Heat’s Xtreme team,” added Girardo, “to bring the Heat dancers, mascot, announcer and DJ for our upcoming March 24th game.”

Being in Miami makes multicultural marketing natural. “We relate to our local community in a way that only we can,” said Girardo. “We are well-versed in ‘Spanglish’ and communicate this through our media efforts.”

And, Girardo told Portada, they’re not stopping there.

“Our plans for the future include taking over the world!” she exclaimed. “That’s actually Plan B. Plan A is to spread the word of Derby so much that it reaches any and every woman wanting to better herself in a unique, fun and empowering way! We would love to be a leg in spreading the universal sport of women’s flat track roller derby!”

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!

   
 
 
 
cover image credit: Pedro Rubio

What: The NASL (North American Soccer League), US Soccer’s third division, has canceled the 2018 season.
Why it matters: The league has several teams with strong Latin fan bases that are now in jeopardy but could also transition to more MLS and USL support.

NASL’s Future Hanging in the Balance as Matches Get Cancelled

NASL players in action (credit: NASL – Indy Eleven)

The NASL (@NASL) has cancelled all of its matches for the 2018 season, meaning that unless its current lawsuit against the U.S. Soccer Federation (@ussoccer) suddenly swings in the league’s favor, its future is very much in question. This decision traces back to USSF’s refusal to grant the NASL Division 2 status, namely because it does not have enough teams and does not span enough the country. Now that a U.S. federal court has rejected the NASL’s appeal for an injunction, the NASL will shift its legal focus to prosecuting individual members of the USSF board while trying to create a plan to salvage the 2019 season. Though MLS (@MLS) and USL (@USL) are still growing, this development signifies a fissure in the US soccer landscape.

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Now, MLS Miami would be wise to take advantage of the NASL’s issues and learn from Miami FC in order to start their initial campaign on the right foot.

NASL’s Unique Latin Connection

Pelé lining up for the New York Cosmos (credit: The Football Times)

Though the NASL is not the US’s premier soccer competition, and the nation’s other leagues have significant Latin following, the league does have a unique place in relation to the LatinAmerican market. Last year’s champions, the San Francisco Deltas, have folded, meaning that there is now a void in one of California’s most important cities. Joining the National Premier Soccer League (@NPSLSoccer), the unofficial 4th division of US Soccer, are Miami FC (@The MiamiFC), who made a surprising run to the quarterfinals in the US Open Cup, and The New York Cosmos (@NYCosmos), who gained world renown when Pelé played for the team’s previous iteration in the 1970s. Lastly, Puerto Rico FC, whose owner is Oklahoma City Thunder star Carmelo Anthony, was already in peril after their stadium was damaged by Hurricane Maria. Now that the NASL is closing, one of US Soccer’s most exciting Latino-focused projects may be coming to a sudden close.

The city does not yet have a team in one of the US’s major professional sports leagues, and this clean slate could pave the way for an ambitious investment team to see opportunity in Puerto Rico down the road.

MLS Considerations

David Beckham, owner of Fútbol Miami MLS (credit: El Sol)

As David Beckham’s Fútbol Miami MLS (@futbolmiamimls)  group prepares for its new expansion team, it will have to figure out a way to go beyond appealing to just the young executive South Beach crowd and tap into the Latin American market that Miami FC has engaged with well over the past few seasons. If not, Beckham’s stadium could end up looking as empty as the Miami Marlins’s baseball park, or, even worse, his team could suffer a similar early end to the Miami Fusion. Miami FC’s own high profile owners and manager (Ricardo Silva, Paolo Maldini, and Alessandro Nesta) would have presented some real competition for Beckham’s group had it remained in a top league, as the club has built a real identity around the city’s Latin culture. Examples include allowing flares in the stands and a Spanish Twitter feed (@TheMiamiFC_es). Now, Fútbol Miami MLS would be wise to take advantage of the NASL’s issues and learn from Miami FC in order to start their initial campaign on the right foot.

Image result for puerto rico fc
Puerto Rico FC (credit: Empire of Soccer)

The other interesting development to keep an eye on will be whether an MLS or USL team ever reaches Puerto Rico. Now that the city has had the taste of having a professional soccer club, if the club does have to start from scratch, Anthony and his ownership group may realize that enough of a market is there to warrant creating a team in one of US soccer’s more stable leagues. The city does not yet have a team in one of the US’s major professional sports leagues, and this clean slate could pave the way for an ambitious investment team to see opportunity in Puerto Rico down the road.

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A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • David Beckham and MLS announced Monday the birth of the Miami MLS team. The team name, logo, when it will start playing and when the stadium will open still need to be set. “Bringing an MLS club to Miami has been a hell of a journey,” stated Beckham.

  • The New York Red Bulls announced the acquisition of German midfielder Marc Rzatkowski on loan from sister club Red Bull Salzburg of the Austrian Bundesliga. The 27-year-old will remain with New York on a season-long loan and will occupy an international spot on the club’s roster.

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  • LAFC partnered with YouTube TV as both its jersey-front sponsor and local English-language broadcaster. The multi-year deal marks the first time North-American pro sports will have all locally televised matches on a live TV streaming provider.

  • MLS and Liga MX are discussing an annual match between their respective champions, starting as early as this fall, according to Insider. The proposed first meeting would probably take place in mid-September at Toronto’s BMO Field.
  • Jay Heaps, former New England Revolution head coach, accepted a position as president and general manager of 2019 USL expansion team Birmingham Legion FC.

  • The National Women’s Soccer League announced Sunday that the Boston Breakers will cease operations in advance of the 2018 season, due to a lack of investors. “Discussions with an active buyer who had signed a letter of intent were ongoing since November of 2017. Unfortunately, due to certain factors that process was halted on short notice,” Boston Breakers managing partner Peter Stoller said in a statement.
    Fans who already bought tickets for the upcoming season will be given full refunds.

Our ninth annual #PortadaLat event took place on June 7 and 8 at the Miami Hyatt Regency. Experience the event again through its pictures.


Join us at PORTADA Mexico!

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Get ready to learn from the best sports marketing practitioners at #PortadaLat this Wednesday. Nine shortlisted  nominees for the Golazo Award will present their campaigns to the PortadaLat audience and to the Golazo Award Jury. Who will come out on top?

This Wednesday, June 7, three finalists for Latin America and six semifinalists for the U.S. will pitch their campaign, through a verbal and video description to the below Golazo Award Jury members:

Felix Palau, VP at Tecate, Heineken
Ed Carias, Sr. Brand Manager at El Jimador Tequila – North American Region, Brown-Forman
Vicente Navarro, Business Development Director, ACM Connect
Andres Polo, VP Digital Marketing, Visa

Shortlisted Golazo Award Candidates

The 4 Latin American Finalists

  • Mastercard / Universal McCann (72 votes)*
    Represented by:
    Felipe Molina, Digital Specialties Director for IPG Mediabrands, and Jose Vicente Luque, Head of Media and Agency Relations, Latin America & Caribbean Region
    * (Portada audience most voted candidates determined the 3 Latin American finalists and the 6 U.S. semifinalists).
    Description: How Mastercard extended significant presence as a sponsor of Copa America Centenario via a highly digital buzz campaign, to communicate its offers to cardholders in a new way while increasing overall card transactions.
  • Scotiabank/F.C. Barcelona (12 votes)
    Presented by: Arturo de la Fuente,
    director of New Business, Americas, FC Barcelona.
    Description: FC Barcelona and the FC Barcelona Foundation announced an official partnership with Scotiabank that designates the Canadian bank as the Official Bank of FC Barcelona in Latin America and the Caribbean.
  • Suicide Squad / Minute Media (27 votes)
    Represented by: Lynelle Jones,
    Creative Solutions Director, Minute MediaDescription: Warner Brothers Studios sought to build buzz and excitement around the Suicide Squad movie launch worldwide surrounding the Euro and Copa America 2016, especially among the millennial male audience. Minute Media’s 90min created social engagement tools and an authentically branded content strategy that integrated the movie and characters within the platform’s ecosystem, ensuring the movie made a splash with football fans aged 18-34.
  • Pepsi “Momentos”/UEFA Champions League/BBDO (44 votes)
    Represented by: Carlo Espinoza
    , Sr. Marketing Manager, PepsiCo Latin America Beverages
    Description: In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA), Pepsi launched its first global campaign based on a “Moments” creative platform. The campaign is active in nearly 75 countries including most of Latin America and the U.S. The #PepsiMoment campaign, which features football/soccer stars Sergio Agüero, Alexis Sánchez and Vincent Kompany, looks to build on and associate the Pepsi brand with fans’ excitement in the lead-up to the UEFA Champions League Final on June 3 in Cardiff, Wales.

The 6 U.S.  Semifinalists

  • “My Inter Jersey” / Gravity (30 votes)
    Represented by: Evgenia Novikova,
    Managing Director of Gravity Europe and an account lead for Inter.
    Description: Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.
  • Audi Summer Tour/FC Bayern Munich LLC (29 votes)
    Presented by: Benno Ruwe,
    Head of Partnerships, Bayern Munich
    Description:The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Fixtures in Charlotte, Chicago, and New York, appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.
  • Johnson & Johnson/MLS/U.S. Soccer (28 votes)
    Presented by: TBA
    Description: Johnson & Johnson announced a multi-year extension of its sponsorship as official healthcare partner of MLS and US Soccer. Johnson & Johnson Consumer Brands will be integrated throughout different platforms including digital, broadcast and video content, as well as in-stadium exposure.
  • AT&T/MNT/The Marketing Arm (24 votes)
    Presented by: Roberto Saucedo,
    VP Integration, and Andres Reyes, President Multicultural.
    Description: In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations.
  • Univision Deportes Digital’s Best Use of Facebook for Copa America Centenario (20 votes)
    Presented by: Juan Convers,
    head of Business Development for Sports Univision and Hernando Paniagua, head of Sports Digital Univision.
    Description: Univision Deportes Digital created the ultimate destination for all things Copa America Centenario through a multi-platform delivery of exclusive content giving fans the feeling as though they were in the game. The unique experience – a fully interactive environment complete with exclusive access to stadiums, players, teams and coaches via Facebook Live Training with on-air talent from stadiums showing warm-up sessions and exclusive content and Facebook Live coverage of more than 611 minutes.
  • Lifeline of Ohio/Os Group Sports (12 votes)
    Presented by: Francisco Terreros, Principal ŌS Group
    Description: A male affinity campaign targeting the Hispanic males, Pass it on is a soccer-related marketing campaign encouraging Hispanic males to register as organ and tissue donors. Featuring Mexican-Argentine soccer legend Tito Villa features the childhood story of Tito as he was raised in a small town in Argentina. The story develops as he explains why the cause of organ and tissue donation is important to him. The 45 day paid social media campaign hopes to target Hispanic males ages 18-35 years old.

How it works

After each award candidate provides a two minute presentation, each member of the jury will ask the finalist one or two questions to grade their campaign. What the jury will be paying attention to is:

      • Campaign’s originality
      • Campaign’s results
      • Innovation
      • Connection/engagement with fans through campaign
      • ROI

Each Jury member gets 30 points (30 for the LatAm finalists contest and 30 for the U.S. semifinalists contest) to distribute them among the award nominees. After deliberations, the jury’s points will be added to the votes provided by Portada’s audience (the 3 finalists and the 6 semifinalists are the candidates that were most voted by Portada’s audience).

The one campaign for LatAm with the most points will become the winner of the Golazo Awards and will be announced the same day. The three campaigns for the US with the most points will pass to next round to participate in the final which will be held in New York City during Portada’s Sports Marketing Forum on September 13.

Sports Marketing will play an important role on Day 1 of PortadaLat this Wednesday. We have added new Ticket Types to Meet Your Needs!

DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7): The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199)
GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549).
DAY 2: BRAND INNOVATION DAY (June 8)
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 449!)
VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999).
Secure your spot and start the PortadaLat journey!

The PortadaLat Awards have announced the 2017 Travel-oriented Award nominees. Voting is open through May 19 to determine the winners of two categories: Top Travel Marketing Campaign and “Viajero Inteligente” Business Traveler Award. Below are the 15 shortlisted nominees. Peer-to-Peer recognition is a foundation of the PortadaLat Awards and it’s up to you to vote which candidates win. Check out the nominees and vote for your favorite now!

Don’t forget to register to join top travel industry leaders and game changers in Miami, June 7-8 for the ninth annual #PortadaLat Conference. The event kicks off on June 7 with a spotlight on travel marketing in the U.S. and Latin America. Learn more about Portada’s new ticket options and full agenda.

‘Viajero Inteligente’ Business Traveler Award

Individual business travelers, including journalists, as well as companies. The nominees explain why and how traveling to Latin America has substantially helped them to get new ideas/perspectives to grow personally and in business.

Ian Mader

Ian MaderIan Mader is the Associated Press Florida news editor based in Miami. His Spanish skills and his international experience are an asset to AP’s coverage of the cosmopolitan state of Florida.

 

Ignacio Cassinelli

Ignacio CassinelliSocial Media Maven and Soccer Expert Ignacio Cassinelli was born in Latin America (Uruguay). Cassinelli’s thorough understanding of the Latin American sports fans are a very important asset he uses as a key executive at Charlotte, NC, based AC&M Group.

Las Travel Blogueras

Las Travel BloguerasAmanda from “Las Travel Blogueras” is a globe trotter, she’s constantly traveling, not only for campaigns and coverage but for inspiration and motivational as well. She moved to Mexico as a student to learn Spanish, and also participated in an abroad program in Ecuador where she lived there to immerse in the culture. With her friend Andrea from Argentina, their blog “Las Travel Blogueras” has taken off as a top US Hispanic social platform to share experiences from all over Latin America and the USA with a Latino twist. Traveling has definitely helped her get new ideas and perspectives to grow personally and in business.

Link to Campaign/Brand.

Layla Caballero

Layla CaballeroMedia executive Layla Caballero has extensive sales and operational leadership experience defining and developing business opportunities in both traditional and new media environments. Her Latin American background and passion have been an asset for her career in multicultural media.

Mariana Ferrari

Mariana FerrariI have an online education platform. I publish a video every week called HappyMonday. However, the way to really grow my business is to visit my top markets (Mexico, Spain, Argentina) and meeting my fans and followers. When I do that, I get to understand exactly what is it that they really need to overcome in order to move a step forward in their lives. In one of my visits last year to Madrid, I realized that the one key thing that Latin’s fear is to be criticized.

So, I did to videos (one celebrating my birthday from Madrid and talking about the city and one speaking about how to overcome the fear of being criticized.

Accomplish your dreams (video from Spain) which mix travel tips with personal development tips: https://youtu.be/amRK9RmLeU8

Link to Campaign/Brand.

Myriam Marquez

Myriam MarquezMyriam Márquez is the executive editor of el Nuevo Herald, the largest Spanish-language daily in the U.S. Born in Havana, where her mother taught school and her father shuttled tourists around in his taxi, Márquez’s life in Cuba came to an abrupt halt when Fidel Castro seized power. Márquez, who began her career as a local news reporter, found her niche in sharing views as a columnist and editorial writer, exposing wrongs, advocating for the rights of all citizens and sharing tales through the lens of a bilingual, bicultural experience.

Top Travel Marketing Campaign – Presented by HSMAI

Brands and their agencies (Brand/Agency) who have done campaigns promoting travel and hospitality related services. The campaign should have targeted audiences in the U.S. and/or audiences in Latin America over the last 12 months. Please provide information about brand/agency, objective/media (earned and paid) as well as the results of the campaign.

“Discover Your Aloha” Hawaii Tourism / Expedia

“Discover Your Aloha” Hawaii Tourism / ExpediaThe Hawaii Tourism Authority (HTA) and Expedia joined forces on a travel marketing campaign, promoting vacations in the Hawaiian Islands with new facial-recognition software. Titled “Discover Your Aloha,” the campaign made use of a microsite, discoveryouraloha.expedia.com, that offers users a chance to view drone video footage captured in the Islands. As the video plays, the site’s facial-recognition software, developed specifically for the campaign, identifies which imagery elicits the most positive response from the viewer.
A facial recognition algorithm then identifies the viewer’s personal preferences and creates customized travel recommendations within Hawaii. Site users can then book a personalized vacation package that offers discounts of up to 50%, including exclusive offers from participating Hawaii hotels.
The yearlong campaign, launched Sept. 26, functions on desktop and mobile devices and is aimed at consumers across the U.S. Canada, Australia, and New Zealand, with promotional advertising running on Expedia, Hotels.com, Orbitz and Travelocity.

brands travel/ visit Houston

brands travel/ visit houstonBrands Travel has been in charge of the development of a fully integrated marketing campaign to create awareness of Houston as a leisure destination, increasing overall inbound travel from Mexico as its leading international market.

As the marketing agency of record for Mexico and Latin America, Brands Travel has worked with Visit Houston in the development of a fully integrated marketing campaign; named HOLA HOUSTON that includes branding, social media, PR, content, special events and media, with the objective to generate both offline and online awareness as a leisure destination.
As a result, visitors from Mexico have surpassed the 2 million mark. Additionally, social media has exponentially grown 450% in the past year.

We integrated a social media influencer strategy, generating more than 10 million impressions on a target market and over 2 million USD in media ROI.

Link to Campaign/Brand.

Take a look at this year’s nominees and start voting for your favorite campaign, marketer, brand, and media professional, out of seven categories participating in the 2017 #PortadaLat Awards. Voting is open to the public and ends Friday 5/18! The top three voted candidates per each award category will move on to the finalist round. Finalists will be announced on May 24! The PortadaLat Award Jury will then cast the final votes to determine this year’s winners announced at the PortadaLat Award Ceremony on June 7-8 in Miami.

Below you will find the 2017 PortadaLat Award categories and nominees.

To cast your vote, follow this link.
Congratulations and best of luck to the all the nominees!


‘Viajero Inteligente’ Business Traveler Award

  • Mariana Ferrari
  • Sandra Cires Art
  • Las Travel Blogueras
  • Traveling WIth Gaby
  • Myriam Marquez
  • Ignacio Cassinelli
  • Yined Ramirez
  • Layla Caballero
  • Ian Mader

Top Golazo Award

  • Suicide Squad/Minute Media
  • MediaMasterCard/Universal McCann
  • Juanfutbol
  • Pepsi “Momentos”/UEFA Champions League/BBDO
  • Scotiabank/F.C. Barcelona
  • Lifeline of Ohio/Os Group Sports
  • Audi Summer Tour/FC Bayern Munich LLC
  • Inter Milan/Gravity
  • Mariana Ferrari
  • AT&T/MNT/The Marketing Arm
  • Univision Deportes Digital’s Best Use of Facebook for Copa America Centenario
  • MLS “Stand as One Campaign”/Brooklyn Brothers
  • USL “Raise Your Game”
  • Johnson & Johnson/MLS/U.S. Soccer
  • Target/MLS

Top Digital Innovator

  • Taboola
  • 360 Social Media Celebration/17th Annual Latin GRAMMY Awards
  • Alcance Media Group
  • DSP Adsmovil
  • SocialPubli.com
  • LatinOn Inc.
  • Mobrain by Headway
  • Pongalo
  • Sociomantic Labs
  • Sporty Heroes
  • Univision Deportes
  • Zed E-Reading Service/ Revistas Personal Argentina
  • Training Camp For Fans By Tigo Music

Top Latin Online Video Campaign

  • 360 Social Media Celebration/17th Annual Latin GRAMMY Awards
  • Live Social/Global Mind
  • Unboxing 2008/Global Mind
  • National Baseball Hall of Fame/La Vida Baseball
  • RAM 1500/UM/LatinOn
  • Palm Era
  • MasterCard-Universal McCann

Top Panregional Marketing and Media Professional

  • Alberto Pardo (Banano), CEO Adsmovil
  • Francisco Garcia, Partner Exiber
  • Maria Flor Palazzolo, Medula
  • Susan Stipcianos, Co-founder – Dream Team Agency
  • Juan David Pinzon, ‎Founder, President & CEO Ariadna Communications Group
  • Vicente Jubes, CEO and LatinOn
  • Rafael Urbina, CEO Vix
  • Victor Lopez, Head of Digital Media, Havas

Top Travel Marketing Campaign – Presented by HSMAI

  • Palace Resorts/Ariadna Communications Group
  • MasterCard Priceless Cities/Universal McCann
  • Fairmont/Sojern
  • “Discover Your Aloha” Hawaii Tourism/Expedia

 Top Video Creator

  • HISPANOPOST.COM
  • @JoseResendez
  • #Unstoppable LATINAS/webcitygirls
  • 17th Annual Latin GRAMMY Awards Social Media Celebration
  • La Voz Media Group
  • Mariana Ferrari
  • MELODIC
  • Sandra Cires Art

 

Voting Details

– Voting Period: Monday, May 8 – Friday, May 19

– Online Voting Form: https://www.portada-online.com/events/portadalat/#Awards

– To vote: Please fill out the online voting form here. Click on each award category name to view the drop down menu of candidates, click on the candidate photo to learn more, then make your selection below. Voters will be allowed to vote once per each award category. After making all of your selections be sure to click the “Cast Your Votes” button at the bottom of the form!

– Finalist will be announced on May 24.

 

 

Silicon Valley isn’t the only American city generating innovative startups. We sit down with Raul Moas, the managing director of Accelerated Growth Partners (APG), a Miami-based angel investor network that provides capital to entrepreneurs in Miami, to discuss the city’s exciting startup scene, and how it has fostered the growth of Latin American businesses.

Miami: A “Business Intersection Between North and South America”

Miami isn’t usually the first city people think of when naming American entrepreneurial hubs, but it has quickly become an “interesting intersection between North and South America,” Raul Moas, Managing Director at Associated Growth Partners, explains. “And what’s not to like?

Raul Moas, Managing Director, Accelerated Growth Partners
Raul Moas, Managing Director,

No state income tax means it is affordable to set up a business there, and the city has an unusually high concentration of both angel investors (this article goes so far as to claim that there are three angel investors per startup in Florida, to California’s one) and sought-after talent in areas like PHP coding. “Many are coming to Miami as a hub for access and connections. It should have that role moving forward,” Moas says.

Many are coming to Miami as a hub, for access and connections. It should have that role moving forward.

With so much exciting local activity, it makes sense that APG exclusively funds startups that are rooted in Miami. The company holds pitch meetings every four to six weeks so that startups can meet with the APG Members, who decide whether they want to invest in what Moas describes as “a vetted and sourced deal flow.” In that sense, APG is an investment club, not a fund. The average investment is U$200,000.

CHECK OUT RELATED CONTENT:
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Download the 2016 Pan-Regional Advertising and Media Report (RESEARCH)
Criteo Expands Miami Based Latin American Unit

LatAm Talent: “You Name It, They Do It”

APG was funded by a grant from the Knight Foundation, which is based in Miami and has a strong local focus. While APG does not place a particular focus on Latin American startups, Miami is the undisputed nexus between the United States and LatAm. Consequently, APG funds many startups from south of the border: “We see a lot of companies from the region — many from Argentina and Colombia — doing interesting things in media. You name it, they do it.”

While Silicon Valley may be the final destination for companies looking to go big or go home, Miami is friendly to the early growth-stage startups that are doing well and have a working business plan, but need an injection of cash to keep growing.

Moas explains: “We look for companies at a stage in their lifecycle where they can make a move to Miami or the states because it makes the most sense.” They are all early stage companies that have not raised capital from institutional investors, and many of them are technology-related. As their website says: “The more disruptive the idea, the better.” The most important factor, though, is that APG wants to fund local businesses so that they can take advantage of the tight-knit support group that AGP provides them.

The more disruptive the idea, the better.

While many of the projects they fund are developed so that they can be deployed globally (APG has invested in several ad tech startups that could take off anywhere), the majority of them are committed to enriching and thriving in their hometown.

One of the companies that they funded focuses on “reimagining” local news and media for millennial, connected readers in Miami, and helping local companies understand and connect to local customers through innovative experiences, storytelling and research. It’s a novel idea, since many millennials have stopped reading local news, and a good portion of their content is in Spanish, or targeted at the city’s abundant multicultural communities.

LatAm Entrepreneurs Make the Most of Unique Conditions

Moas asserts that the Latin American startups that he comes into contact with are unique because of the conditions that they are born into. “In Latin America, you can generally get a company off the ground and bootstrap it, but getting Series A funding is practically impossible,” Moas says. But the “ecosystem offers different conditioning.” He continues: “Even in Argentina, when capital controls were in place and access to capital was very different, Argentinean entrepreneurs were very ingenious and resourceful, and make it work in a way when many of their counterparts might struggle to find those hacks.”

Moas asserts that investors are “paying attention to LatAm, as other markets have retracted.” Argentina’s new president, Mauricio Macri, for example, has attracted rented interest in the country with his focus on opening the country to the global economy, attracting FDI and encouraging growth through business-friendly policies. While countries like Brazil may be going through tougher times in this particular moment, all of the region’s countries have their ups and downs, so by nature, “as a byproduct of their environment, they have to hone in on their ingenuity and find a way to thrive,” which gives them a can-do attitude that is refreshing and novel to American investors.

As a byproduct of their environment, they have to hone in on their ingenuity and find a way to thrive.

A Different Approach to U.S. Hispanic Market

Moas also pointed out that Latin American entrepreneurs are sometimes better disposed to understand the Hispanic American audiences. One of the Colombian companies APG invested in monitors data usage for prepaid subscribers, as many Colombians choose to forego monthly data plans. That is also true of US-Hispanics in general, and it is arguable that only entrepreneurs from such a unique context would think to create a solution that so seamlessly adapts to the reality of this demographic. Their backgrounds made them resilient, and also helped them understand the Hispanic customer that is so highly coveted in the United States today.

What: Digital performance and retargeting company Criteo is investing in the expansion of its Latin American business by growing its Miami operation.
Why it matters: Criteo is a major ad-tech company and its expansion in Latin America amounts to a vote of confidence in the development of the digital markets in the region. While the company has had a Brazilian unit for some time, it is now significantly expanding its presence in Spanish-speaking Latin American through its growing Miami operation. It will also launch local market units in selected Latin American countries in 2017.

Criteo_LogoCriteo, the Paris, France,  headquartered,  retargeting and digital performance company is expanding its Latin America oriented operation in Miami. Criteo recently rented office space in Miami’s Brickell Avenue. Juan Pablo Suarez, newly hired as Sales Manager Latin America at Criteo, tells Portada that by the end of the year the Miami office will have an expected headcount of 25 employees.
Criteo has an in-country operation in Sao Paulo, Brazil, to handle Brazilian clients. The Miami office manages Spanish-speaking Latin America. There are also 5 employees in Criteo’s Boston office dedicated to key accounts in Latin America.

Companies Criteo is working with in the region include Dafiti, Mercado libre, Linio and Despegar.

Expansion in Spanish-Speaking Latin America

With the hire of Juan Pablo Suarez there are now 5 employees in the Miami sales team. Criteo’s Miami office is led by Alexander Firmino, Managing Director Latin America. Criteo is looking to set up in-country operations in some key markets in Spanish-speaking Latin America in 2017. Criteo is  a digital platform for performance focused on delivering results for clients.  The platform includes direct deals and real-time bidding including display, native. E-Commerce and travel brands are key customers of Criteo. Companies Criteo is currently working with in the Latin American space include Dafiti, Mercado libre, Linio and Despegar. According to Suarez, the banking and automotive categories are particularly large opportunities for Criteo’s Latin American expansion.

CHECK OUT: What role for Miami in Marketing, Media and Tech?

The session “Shaping the Future of Panregional Marketing: The role of Miami” at PortadaLat last week generated a lot of questions and comments from the audience. Taking into account that PortadaLat takes place in Miami and the changing role of Miami in the marketing, media and tech landscape, this is not surprising. Both panelists and audience members provided enriching perspectives.

Brand, Agency, Media and Tech were represented at the panel by Yazmid Aguilar, Sr. Marketing Communications Mgr. Latam, Jarden Consumer Solutions, Alfredo Pedroso, Director of Panregional Ad-Sales at Sony Pictures Entertainment, Fernando Monedero, Managing Director, Miami, MediaBrands and Benoit Wirz, Director Venture Investments, Knight Ventures.
It is no secret that the Miami based panregional media buying business has been declining over the last few years. Partly this is the result of a stagnating Latin American economy (particularly Brazil) as well as the devaluation of many Latin American currencies. An even more important factor explaining the decline has been the relocation of many headquarters of global companies from Miami into Latin American countries. However, panelists noted, a lot can be said in favor of Miami as a major Latin American marketing and media center.

There is as much venture capital funding available in South Florida as in the whole of Latin America.

Jarden Consumer Solutions Aguilar noted that marketers focusing on Latin America out of Miami can provide a “local vision with a regional perspective.” Knight Ventures’ Wirz said that there is as much venture capital funding available in South Florida as in the whole of Latin America.

Benoit-Wirz
Benoit Wirz, Director Venture Investments, Knight Ventures

Another factor playing in favor of Miami, most panelists noted, is the availability of a wide range of skills and talent that can adapt new technologies and approaches that work in the more advanced U.S. market to Latin America. Sony Picture Television’s Pedroso noted that “panregional media buying can not only be about an efficient price.” He mentioned that talent is a key advantage of the Miami marketplace.

Nestle is creating a panregional digital elevation team in Mexico.

Participants also agreed that most Latin American markets, perhaps with the exception of Brazil and perhaps Mexico, do not have the scale to have stand-alone programmatic markets. Under these circumstances, Miami should play an important role in  aggregating single  national markets and evolve into a Latin American programmatic media buying center.
Major brand marketers present in the audience also provided their point of view. Mexico City based Patricia Aragon, Digital Marketing Manager, L’Oreal said that the availability of talent is the key factor determining  where marketing services are performed out of. Carlos Leal, Sr. Consumer Marketing Manager, Nestle based in Bogota, Colombia, added that his company is creating a panregional Digital Elevation Team in Mexico. Procter & Gamble’s (Fragances)) Rafael de Azua, who is based in South Florida, noted that in his category it is generally easier to attract European talent to Miami than to Latin American capitals.

Shift from Panregional towards Multicultural?

MediaBrand’s Fernando Monedero added while traditionally Miami has had Panregional/Latin American orientation, this approach is shifting towards an offering that also incorporates the U.S. Hispanic and Multicultural markets. Knight Ventures’ Wirz concluded that for Miami to develop as a tech hub it is important that media companies and advertising agencies invest in tech start-ups.

CHECK OUT: Is Miami still the capital of Latin American Marketing and Media? 

What: Silicon Valley venture 500 Startups, a capital seed fund and startup accelerator, is about to launch a 10-week growth marketing program in South Florida beginning Sept. 28.
Why it matters: Startups accepted into the program with “growth as a mindset” will be in the post-seed stage and have previously raised at least US$150,000 in funding from other investors.

aS2BY-KN_400x400Silicon Valley venture 500 Startups, a capital seed fund and startup accelerator, is about to launch startup growth-marketing program in Miami.

The organization announced on thursday that it will launch a 10-week growth marketing program in South Florida beginning Sept. 28. The program is supported by partners John S. and James L. Knight Foundation, the Simkins Family Foundation, Softlayer and Building.co, a new collaborative space for tech companies in downtown Miami, where the Miami Distro Program will take place.

In March, 500 Startups together with its founder Dave McClure brought its PreMoney conference to Miami, its first incursion outside Silicon Valley with that event. Cesar Salazar, Venture Partner of 500 Start Ups in Mexico City, was a speaker in the 2014 edition of the Portada LatAm Summit.

The time is perfect, as during the last couple of years Miami and Latin American startup ecosystems has continued to mature, with more companies emerging in the region and more money to fund them.Therefore, 500 Startups believes it is a good time to launch its new Miami Distro Program (distro is 500 slang for distribution or customer acquisition.)

The organization’s staff and mentors will fly  from Silicon Valley, Mexico, Argentina and Brazil to administer the program, guiding and funding its first batch of invited startups focused on scaling customer acquisition, retention and revenue.

Startups accepted into the program with “growth as a mindset” will be in the post-seed stage and have previously raised at least US$150,000 in funding from other investors. They will likely be five to eight teams from South Florida, Latin America or elsewhere that want to target the Latin America market and/or the U.S. Spanish-speaking market from Miami. The companies have not been selected yet but will be identified through recommendations and introductions from its global network of 3,000 founders and mentors.

Participating companies will receive US$150,000 to US$250,000 in funding from 500 Startups, with US$50,000 of that allocated to the Distro program fee and another US$50,000 earmarked for growth marketing spending. The Distro Program will be staffed with four to six mentors on site, and additional topic-specific mentors will be flown in or available remotely throughout the program.

500 partners and mentors will also hold meetups for the greater community. Many of 500 Startups’ growth marketing programs also will be available to the public on its YouTube channel.

This is the first 10-week Distro Program for 500 Startups, which has a portfolio of 1,200 investments in over 50 countries, including more than 100 in Latin America.

“It is so easy to convince everyone to go to Miami,” said Bedy Yang, a 500 Startups partner. While 500 leaders have been in and out for events, “it will be great to be able to spend a lot more time there. We’re quite happy. You’ll be seeing a lot more of us.”

CHECK OUT: Is Miami still the Capital of Latin American Marketing and Media? 8 Things you need to know

What: Global youth media company and digital content studio VICE has opened a Miami, Florida bureau in an effort to build out its offerings for the US Hispanic youth market, and expand its existing content and sales operations across Latin America.
Why it matters: The bureau will launch with full production capabilities and international sales team building out offerings for US Hispanic youth market, and coordinate VICE’s existing LATAM operations, creating domestic and LATAM news and culture content for all of VICE’s channels.

15e9fc92457c5b7633b5378a77b80c26_400x400VICE, the global youth media company and digital content studio that has News Corp and A&E, among its share holders,  has announced that it has opened a Miami, Florida bureau in an effort to build out its offerings for the US Hispanic youth market, and expand its existing content and sales operations across Latin America. The bureau will produce its own news and cultural content while also connecting content from VICE’s Latin American Bureaus in Brazil, Colombia, and Mexico, with the US Hispanic market.

We’re not creating Vice Espanol. That’s not what we’re doing here. It’s just more Vice content, just with more relevancy to some of the topics that the audience is interested in.

Located in the Wynwood Arts District of Miami, the bureau launch in June 2015 with full production and editing capabilities, delivering editorial and video programming to all screens and reaching the exploding US Hispanic youth audience. The bureau’s business development and sales team will work with leading brands, media and tech companies to distribute and deliver Hispanic geared content.The programming coming out of VICE Miami will run on all 10 (soon to be 11) of VICE’s digital channels from MUNCHIES (VICE’s food channel) to MOTHERBOARD (vice’s science and tech channel) to VICE News.

The Miami operation will also act as coordinator for VICE’s U.S. Hispanic youth offerings as well as VICE’s existing Latin and South American operations, which currently spans from Mexico to Brazil.The new bureau will be responsible for expanding VICE’s roster of channels in the region, and producing hundreds of hours of programming per year, covering the underreported stories and breaking news that matters most to young people. A spokes person at VICE tells Portada that Dan Perry will be in charge of Sales/Business Development in the Miami office.

The spokesperson adds that “It’s important to note that this is an expansion of the work VICE is already doing in LatAm and the US. As our Co-President, Andrew Creighton, said in an AdAge interview, “We’re not creating Vice Espanol. That’s not what we’re doing here. It’s just more Vice content, just with more relevancy to some of the topics that the audience is interested in.”

All Screens

VICE operates across all screens, from mobile through its Snapchat partnership to digital with YouTube to TV. Expect to see more and more and as Mr. Creighton noted in the same interview, “There will be a significant distribution deal in the pipeline, and there will be some significant Fortune 100 companies involved in what we’re doing,”

In recent years, VICE has opened up bureaus in Sao Paulo, Mexico City and Bogota, distributing its programming across online, mobile and linear platforms and reaching millions of regional viewers each month.

This announcement comes as VICE continues to expand and diversify its global network of content through new bureaus and content distribution arrangements with industry leading platforms across online, mobile and linear, including Live Nation, HBO, Spotify, YouTube, Skype, Rogers Media, 20th Century Fox, Antenna Group and more.

VICE has regularly produced slates of critically acclaimed news, cultural, sports and entertainment programming on its network of channels with specific Hispanic relevance. Series have included: an eight-part look at the 2012 Mexican Presidential elections, and Miscelánea Mexicana a series on uniquely Mexican cultural oddities like indigenous transvestites in Oaxaca and teenage bullfighters in Yucatan. Noisey produced a show, Suena Bien, that shines light over the most original Hispanic bands out of Latin America and the US, like Elis Paprika, Calle 13 and Dengue Dengue Dengue. In 2014 VICE opened a Bogota bureau and since then has produced a variety of cultural and news content, including a documentary on the violence in the port town of Bueanaventura.

VICE provides advertisers with a wide range of offerings through its owned-and-operated channels, along with its in-house creative services agency, Virtue Worldwide. Cross-platform media and soapbox-model sponsorship of VICE content allow clients to reach the company’s global audience of young people and align themselves with a name that they trust. Driven by some of the industry’s most creative minds, Virtue Worldwide leverages its expertise in strategy, content creation, event production and activation, in addition to an unrivaled understanding of the Millennial audience, to create tailor-made programs spanning digital, mobile, linear, and experiential for the world’s leading brands.

What is the present and future of the South Florida based Panregional Advertising and Media sector? Our just published  2015 Panregional Marketing and Media Report addresses many of the answers to the above key question.

Miami is frequently nicknamed as the “capital of Latin America”. The South Floridian Metropolis, has been a major center of the Latin American Advertising and Media markets over the last decades. Major Latin American agency, marketing and media decisions were and are taken out of South Florida. But, wait a moment, is this still the case? Haven’t there been structural changes in the last few years that threaten Miami’s place as the capital of Latin American Marketing and Media? 8 key questions and their answers.

1.Is Miami still the Capital of LatAm Advertising and Media?

miamiIs the South Florida based Advertising and Media  sector still a vibrant growing and innovative community? Most experts will answer this question with a resounding yes. Look for instance at the wide array of new LatAm targeted digital media and Ad-Tech ventures that have recently established major operations in Miami to target Latin American markets including YuMe, MediaMath, Outbrain, Teads.TV, Skyword as well as digital media giants Facebook and Google/YouTube.

2. But wait…haven’t many major companies transferred their Miami headquarters to LatAm countries?

Most observers will tell you so. While they still think that Miami is an important Latin American media buying and decision center, the marketing budgets directly depending on Miami based agencies or clients have been reduced compared to where they were a decade ago.Why?

2015 Panregional Advertising and Media ReportOver the last five to ten years many major multinational companies have relocated their Latin American headquarters, and with them their central marketing and media operations to Latin America (Brasil, Mexico, Argentina and Chile). However, as WorldCity Research points out, there are more than 40 multinationals that are based  in South Florida, with each of them overseeing US $1 billion in annual sales mostly in Latin America,  and countless companies more with sales of less than US $1 billion.

3. Will the panregional marketing volume increase or decrease over the next few years?

We expect the market to grow at a compounded annual growth rate of 4.2% during the 2014 to 2018 period. Below are the projections as published in our Panregional Advertising and Marketing Volume Projections (2014 – 2018).

201220132014e 2015e2016e2017e2018e
Total Volume
(in US$ mill)
415.53438.27465.20477.61517.89551.89611.06
Y/Y Growth (excl. Content Marketing)4.24%3.70%4.39%1.00%6.70%4.89%9.00%

 

4. What role will  Cable and Print Media have going forward?

tv.ratingPay-TV (Cable and Satellite) and print have historically been the two largest panregional media vehicles, particularly cable, which continues to be the main media type in terms of ad-dollars, as it offers mass-media reach to the LatAm middle and upper classes,  but Pay-TV’s leadership is increasingly being threatened by the growth of digital. Protectionist regulations in Brazil and other Latin American countries, particularly for off-line media, establish that media buying has to be done from within the country the media is consumed in and not from other countries (e.g. Miami).

5. So is Digital Media leading the Growth as it relates to panregional Marketing?

The enormous growth of programmatic audience buying technologies does increase the centralization  media buying through platforms like the ones provided by SSPs (Supply Side Providers) or DSP’s (Demand side Providers)  or the major agency trading desks including Accuen (OMG), Xaxis (Group M), Cadreon (IPG-Mediabrands) and Affiperf (Havas). The main Latin American units of most of these trading desks are based in Miami. Digital media buoyed by the high growth rate of programmatic and online video can reestablish Miami as the major panregional Advertising and Media sector.

6. How does the growth of the Content Marketing discipline bode for the role of Miami??

Content MarketingIn our just published 2015 Panregional Report, we asked client side marketers what percentage of their panregional media buying projects is interdependent with a content marketing activity (e.g. they do paid media buys to drive traffic to owned digital properties.)
Weighting the respondent’s answers, on average, 28.8% of their panregional media-buying activity is connected to some sort of Content Marketing. Most respondents noted that Content Marketing amplifies paid, earned and owned media messages and increasingly is an important complement to panregional media buying. For more in-depth insights and details you will have to buy the report 🙂!

7. What Ad-Categories are going to grow?

GrowthThe IT Electronics category will continue to be the strongest category, amounting to almost a third of overall panregional Advertising by 2018. This is because the adoption of all types of Consumer Technologies and Brown Goods is going to continue to be front and center for the Latin American consumer with these types of products being increasingly offered to the Latin American lower and lower middle classes.
CPG (Consumer Packaged Goods) will continue to be a major Ad-Category throughout the 2014-2018 period with major CPG Companies such as General Mills or Procter & Gamble having decision-making centers in South Florida.

8. How does Brazil’s current economic weakness play into the forecast?

brazil.flagThe overall growth rate of panregional advertising as well as the growth rate of categories including IT/Electronics, CPG, Telecom , Financial Services, Beverages and Automotive will be impacted by relatively low consumer demand in Brazil in 2014 and 2015 which will somewhat depress growth rates. Of even bigger significance is the taking place of mega marketing events such as the 2014 Soccer World Cup, the 2016 Olympics in Rio de Janeiro and the 2018 World Cup. Major companies and brands, particularly in the above cited categories, plan marketing around these events in a panregional and sometimes global fashion.  In those cases Miami based media, brand marketers and agencies will play an important role in decision-making. For more in-depth insights and details you will have to buy the report below 🙂!

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Programmatic buying for Time print; Adidas explains how to really align IT and marketing; and SMBs turn to social media marketing while luxury brands are wary.

Time screen shotTime’s print goes programmatic

Time Inc. has jumped on the programmatic bandwagon, allowing advertisers to buy print audience segments in an automated marketplace. The offering comes with post-campaign measurement powered by AdMeasure, and Target, via media agency Haworth, is executing a multi-title print ad campaign.

According to Folio, when advertisers browse Time’s private ad exchange, they now see a “print” tab that leads to the selection of audience segments. Available segments include Women, Men, Lifestyle, Luxury, Business/Finance and Rapid Scale, with audience sizes ranging in size from 5 million to 89 million readers.

Andy Blau, senior vice president and group general manager of ad sales at Time Inc., told Folio that ad sales reps are trained to sell programmatic, too, and they don’t mind if a deal is closed in front of a monitor instead of face-to-face.

Adidas CIO aligns with digital marketing

At Adidas Group, an alliance between tech and marketing let the sports gear manufacturer create a social-media powerhouse for the 2014 World Cup. In an interview with IDG News service, Adidas CIO Jan Brecht outlined the social media strategy, which included a newsroom shared with Google. “We played on every relevant social media platform, certainly not just Facebook and Twitter, but anything we can do to connect, and we didn’t just send messages, but we listened,” he said.

According to Brecht, his IT team acknowledged that it didn’t have the creativity to drive marketing, so the decision was made to fully integrate IT and marketing as the “digital experience team.” IT is even involved in agency selection, as a way to make sure that creative can be successfully and quickly implemented.

photo: Caroline Gagne
photo: Caroline Gagne

Miami digital companies could teach tech about creating a hub

With Miami already a media center, The “Hispanic Hollywood” already knows how to create a healthy ecosystem, media and entertainment executives said at a Miami Finance Forum event. The Miami Herald reports that folks from Cisneros Group, Telemundo, SapientNitro and Imagina USA explained how their community had gathered a critical mass of large and small players to build a thriving local industry.

Now, the city wants to create another hub for technology startups. Maybe – but it will take time. According to the Herald, “Building a tech hub is a long-term play that could take 10 or 20 years, said Bradley Harrison, founder of New York venture capital firm Scout Ventures. He’s bullish though; Scout recently located its first office outside New York in Miami and has made two investments, including one to Rokk3r Labs, a Miami Beach-based co-building company, that was announced at the event.

Social SMBs

Hispanic entrepreneurs are turning to social media to promote their small businesses, according to ABC/Bakersfield. They may start out small, handling their social media presences on their own. But they could turn into a new business source for local and/or regional agencies after that first growth spurt. Meanwhile, Pew Research found that Instagram is more popular with Latino and African American consumers, while Pinterest is more used by whites. However, Facebook still rocks it – seven out of 10 internet users Facebook.

The Guardian: Luxury brands should rethink ROI calculations

There’s a clear trend away from print media for luxury brands, but many top-tier marketers don’t get how to measure ROI. At a panel discussion hosted by The Guardian, marketers were advised to look at return on interaction.

Chris Moody, creative director at brand consultant Wolff Olins, said, “You are building a relationship with people who may continue to use your product for the next 25 years. Those interactions that you have, particularly through social streams that you can get through digital, are super valuable. It would be a shame not to invest in that.”

Click through to the story for many interesting campaign examples, plus more insights.

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The countdown to  our #Portadalat, Portada’s 7th Annual Latin American Advertising and Media Summit preceded by the Latin Online Video Forum in Miami’s Hyatt Regency Hotel on June 3—4, 2015 has started with the announcement of the Portada Latin American Advertising and Media Award program. “Peer to peer recognition is the essence of Portada’s renowned Award program. Portada’s audience of thousands of marketers in Latin America and the U.S. will nominate and vote for their favorite candidates. In addition, our Editorial Board of top-notch brand marketers will add their votes to determine the winners!”, says Marcos Baer, publisher of Portada.

Portada Editorial Board Members:

 

Carlos-Espíndola1_100x100Carlos Espindola, Digital Head Latin America, 3M.

 

 

 

guerra-expansion1112Denisse Guerra, Regional Marketing Director Latin America, The Estée Lauder Companies Inc.

 

 

 

Carlos-Pena-HerreraCarlos Peñaherrera. Marketing Director Caribbean, The Coca-Cola Company.

 

 

 

Jose_Luis_RuizJose Ruiz, Director, LAD Advertising & Online, Oracle.

 

 

 

raquel.solorzanoRaquel Solorzano, Regional Media Director, Diageo.

 

 

Portada Latin American Advertising and Media Award Categories

Award_logo

  • Top Latin American Online Video Campaign
  • Top Latin American Print Advertising Campaign
  • Top Latin American Content Marketing Campaign
  • Top Latin American Digital Media Agency
  • Top Latin American Media Buying Agency
  • Top Marketer to Latin American Audiences
  • Top Latin American Digital Innovator
  • Top Content Provider to Latin American Audiences
  • Top Panregional Advertising Campaign
  • Top Panregional Integrated Advertising Campaign
  • Top Panregional Marketing and Media Professional
Peer-to peer recognition is the essence of Portada’s renowned Award program.

MILESTONES OF AWARD PROGRAM:

NOMINATION PERIOD: March 9, 2015, April 3, 2015

Portada’s audience of thousands of marketing, media and advertising executives nominate candidates in 11 different categories on Portada’s Spanish and English-language websites. http:www.portada-online.com and https://latam.portada-online.com

VOTING PERIOD: April 13, 2015-May 1, 2015

Portada’s Audience votes for the nominated candidates in the 11 categories on http:www.portada-online.com and https://latam.portada-online.com. Each user gets to vote one time in each category.

FINALISTS ARE ANNOUNCED!: May 13, 2015:

Portada announces the finalists: The 3 most voted candidates in each category.

WINNERS ARE ANNOUNCED AT AWARD CEREMONY, June 4, 2015. During Portada’s 7th Annual Latin American Advertising and Media Summit in Miami’s Hyatt Regency Hotel.

2014 Award Ceremony
2014 Award Ceremony

Award Ceremony to be streamed worldwide.
To obtain the winners in 11 categories Portada Editorial Board members will add their votes to the audience voting results.

Check out 2014 #Portadalat Coverage!
English:

Spanish:

More exciting news about #Portadalat are going to be disclosed by Portada in the new Year! For information about #Portadalat and sponsorship opportunities, please contact Business Development Director Bob Oliva at (305) 546-1515 or e-mail him at  bob@portada-online.com.

 

What: Latino agency InPulse Digital has moved its U.S. offices to Miami to better serve its growing roster of clients.
Why it matters: An increasing amount of Latin American oriented Advertising Agencies are growing their presence in Miami.

descarga (1)With the goal of establishing a presence in the capital of the Latin American entertainment business, InPulse Digital, one of Latin America’s most innovative digital marketing agencies, has moved its U.S. offices to Miami to better serve its growing roster of clients. From its new South Florida office,the agency will oversee strategy, sales and business development.

InPulse Digital was started in the U.S. in 2004 and originally focused its efforts on developing technology to serve the music industry, but soon expanded its capabilities to include content marketing, app development, and social media strategies across the entire entertainment field.

InPulse Digital specializes in the management of social media accounts for an array of popular Latino names, including Argentine actress Luisana Lopilato, Mexican singer Marco Antonio Solis, and international soccer star Rafa Marquez.In addition, the agency directs cutting-edge digital campaigns for global content creators like E! Online, Univision, Sony Music, Universal Music Group, and Viacom, as well as children’s brands like Mattel’s “Barney” and American Greetings’ “Strawberry Shortcake.”

In addition to its new Miami office, InPulse Digital operates offices in Uruguay, Argentina, Mexico and Brazil.

descarga (2)“We are thrilled to be up and running in Miami, the city that has become the undisputed capital of the Latin entertainment world, and we look forward to expanding our client base in the U.S.,” said Diego Prusky, founder and CEO of InPulse Digital.

“In keeping in sync with our growing U.S. Hispanic audience in the entertainment and sports worlds, Miami is the perfect place to expand our U.S. presence,” said Elisabeth Bohlmann, InPulse Digital’s EVP of Client Services.

The agency estimates that by the end of 2014, worldwide digital advertising spending will exceed US $137 billion dollars — 14.3% more than in 2013, which means a great potential in the digital realm

What: Rubicon Project is expanding Latin America operations with Miami hub.
Why it matters: To continue its’ real-time trading platforms expansion in Latin America, the firm has appointed Patrizio Zanatta,based in Miami,  as its first Managing Director for the region to be in charge of service buyers and sellers across the region and address the rising demand for automated advertising. An increasing amount of Ad-Tech providers are entering or recently have entered Latin American markets, they include: Dynadmic, Videology, Yume, Ebuzzing and others.

patrizio zanatta-Rubicon Project,which operates one of the industry’s largest independent real-time trading platforms, is expanding its’ largest independent real-time trading platformsts activity in Latin America with the appointment of Patrizio Zanatta as its first Managing Director for the region.

He is tasked with growing Rubicon Project’s business in Brazil, Argentina, Mexico and Colombia, by recruiting and servicing more buyers and sellers on the Rubicon Project Advertising Automation Cloud.

This new appointment marks a promotion for Zanatta whose previous role with Rubicon Project was Sales Director, Southern Europe. Based in Miami, he will report to Jay Stevens, General Manager, International.

“Patrizio Zanatta has driven the rapid growth of automated advertising in Southern Europe, leading the growth amongst buyers and sellers in Italy, in particular, in just the past fourteen months,” said Stevens.

There is a huge opportunity for advertising automation across Latin America
 

Zanatta will be able to service buyers and sellers across Latin America and address the rising demand for automated advertising.  In his previous role, he was responsible for driving growth across markets including Italy, Spain, and Turkey, growing business from existing publishers and applications and leading the onboarding of new sellers on the company’s technology exchange. Before joining Rubicon Project, he spent five years at Real Media Group, as a technology sales and account manager for Italy and as Sales Director for Europe, managing sales managers in five countries.  Prior to that, he spent eight years in the aerospace industry at FTB International and Transpart Holding, including a two-year posting in Miami. Zanatta holds a degree in political science from the Universita degli Studi di Milano and is fluent in Spanish as well as in English, French and Italian.

“There is a huge opportunity for advertising automation across Latin America and buyers and sellers across the key markets are seeing unparalleled returns and efficiency gains from Rubicon Project’s Advertising Automation Cloud,” said Zanatta.

Sara Buluggiu, formerly Digital Director at VivaKi in Italy joins Rubicon Project as Sales Director, Southern Europe and will be based in Milan reporting into Julien Gardès, Managing Director, Southern Europe.

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