The Dominican Republic’s Grupo Corripio and Puerto Rico’s Grupo Ferré Rangel are the two largest media groups in the Caribbean. Both groups have a significant commonality: a very important audience reach in the United States. With the audience as a backbone, “both media companies joined forces in 2018 to build a larger and stronger audience network of Hispanics in the U.S,” Augusto Romano, CEO of Digo Hispanic Media tells Portada.
How are media holding agencies plans for Increased minority media buys panning out so far? We asked several key players on the brand, media agency, and publisher side about how they see brand advertisers supporting media properties targeting minorities and how the plans toward increased investment by major media holdings have been working so far. Views from Jason Riveiro, Larissa Acosta, Gonzalo del Fa, Ivan Adaime and Federico Grinberg.
The ANA, Nielsen and Media Framework announced a collaboration aimed at increasing investments in multicultural and minority-owned media (African American, Asian, Hispanic, LGBTQ and People
Houston headquartered national mortgage Lender Envoy Mortgage just initiated the Gift of Home program, an example of a brand that does the talk and the walk when it comes to corporate social responsibility and diversity. Erin Schwartz, Corporate Communications Director at Envoy Mortgage, explains to Portada how the Gift of Home program works and her overall approach to community engagement.
Impremedia has acquired the food and recipes sites Comedera. Comedera joins Impremedias’s family of news and lifestyle brands.
Music and Multicultural Marketing play an important role in Cadillac’s marketing, Alexis Kerr, Head of Multicultural Marketing, Strategy, Content and Execution, at Cadillac. tells Portada. The automotive marketer tells us all about how she uses music to tell the brand’s story. Plus the Hispanic media outlets she supports and why.
Corporate Social Responsibility and the D.C. Chaos. Brands should advertise in media practicing professional journalism. Learn how UM, Cadillac and Realogy balance the reach vs. responsibility marketing trade off in media buys.
What form will the advertising mix take once COVID-19 is over? How and where should brands advertise to boost E-Commerce? Should they trust Live Sports to come back in a major way? How can brand marketers best approach Data Privacy Regulations, First Party Data and Personalization?…. Advertisers have many questions as they go into 2021 and beyond. Check out the answers provided by brand executives in the Portada network and our editorial team. A Q&A reflecting the Advertising and Marketing Zeitgeist.
d2h Partners has acquired the Arenas Group, the first Hispanic entertainment marketing agency of its kind in Hollywood, The transaction reflects the rise of OTT marketing and Direct Response in movie and entertainment marketing.
Hispanic content company Impremedia is launching Siempre Auto: a digital destination specialized in cars and the automotive industry aimed at the Hispanic community living in the United States. Hispanic car buying habits support the launch as Hispanics are aware of 10-20% fewer car brands than the general U.S. population, according to Nielsen.
While the option that celebrates and promotes the diversity of our country won, the election result shows a very divided citizenship. Two things to know. 1.: Brands need to allocate a larger amount of their media spend to media properties that invest in professional journalism. 2:. The Total Market Approach makes even less sense in this environment.
The news that Entravision Corporation is acquiring a majority stake in Cisneros Interactive marks another chapter in the consolidation of the U.S. Hispanic and Latin American digital media space. Six questions and answers: Acquisition price? The rationale for the transaction? How Entravision is substituting off-line revenue losses with digital gains and more…
The real estate industry is in need of continuing to foster diversity, whether it be among agents or in the clients that they are servicing. Real estate brokerage Coldwell Banker is implementing an Inclusive Ownership Program to increase representation of minority, women, LGBTQ+ and veteran entrepreneurs in the real estate industry. To get a better undetstanding of the initiative and its diversity marketing implications, we talked to Jason Riveiro, Director, Global Development & Growth Markets at Realogy, the holding company that owns Coldwell Banker. Riveiro is a member of Portada’s Council System of Brand Marketers.
Video engagement is a major factor for successful advertising. A Vevo-Magna-IPG study finds co-viewing culturally relevant content on over-the-top (OTT) devices is key to ad receptivity.
Who are brands turning to in order to engage today’s evolving Hispanic audiences? Are Univision and Telemundo still the go-to networks, and how are budget allocations shifting as new platforms and media emerge?
While civil unrest has hit many U.S. cities, brands response to racism has often been unmindful.
“Brands have nothing real to say about racism’ is the headline of a recent Atlantic Monthly article. Is Corporate America ready to provide messaging that resonates with the consumer? How should brands respond to racism? 7 things to know.
Marketing and media moves at NFL, Meredith, and more changing places. People change positions, get promoted or move to other companies. Portada is here to
Multicultural marketing may be officially dead (or more important than ever), but one thing is certain: smart marketers focus on culture. Three things they know
In the era of technology, the winner is the one who adapts faster. Thus, clients are moving their programmatic ad buying in house, as well