Nelson Peña


Last Thursday at Portada Los Angeles, select speakers got together to discuss how all marketing is now multicultural marketing. Panels included varied topics ranging from taxes to Hollywood, attendees got a glimpse of what’s next for the Latino market.

Weeks after Portada Miami, top-notch speakers got together again at the Loews Santa Monica Beach Hotel on May 10 to discuss key topics surrounding the Latino community in the U.S. After an introduction by the president of Portada Marcos Baer, Melissa Rodriguez, founder and CEO of Mel Rodriguez & Co, introduced Intuit’s Senior Brand and Latino Marketing Manager John Sandoval, who provided the audience with interesting insights on marketing to Latinos when it comes to taxes. Benjamin Franklin said “Latinos are unfamiliar with the income-taxes category,” said Sandoval. “Even if you speak English, this whole tax language is very challenging to understand.” TurboTax found that in the Latino market the “Do it yourself” portion is very small, while non-Hispanics prefer the DIY approach. This means a gap and a business opportunity that TurboTax is tapping into by helping Latinos to do their taxes themselves.

At 10:30am, Nelson Peña, VP of Latcom U.S., took over the stage to present one of Latcom’s most successful case studies. With thousands of out-of-home advertisements, Latcom’s campaign designed for Fox Entertainment managed to create awareness of Fox’s new OTT app, recently launched in Mexico. When asked about targetting U.S. Hispanics, Peña shared that even though the biggest opportunity for out-of-home is in the entertainment category, campaigns are tailored depending on brands and locations, such as the campaign Latcom did for Nestlé, in which the creatives were specifically designed to target Hispanics in southern Texas, Arizona, and California.

Unless you grow with multicultural audiences, you cannot grow.

A deep discussion about what it takes for brands to communicate with Latino audiences got everyone thinking about the future of multicultural marketing. Moderated by Zach Rosenberg, president of MBMG, the panel gathered decision makers like Mobvious’ CEO Isabel Rafferty, Gallegos United’s Strategic Planning Director Caterina Goncalves and Chief Strategy & Engagement Officer Andrew Delbridge, and Natalia Gutierrez, Category Sales Development Manager, Global Foods at Nestlé. With each panelist bringing their own experience with multicultural marketing over the years to the table, the conversation spurred engagement among the audience. A good example to understand cultural attunement according to Caterina Goncalves is what she called “the Despacito phenomenon”, in which a non-Hispanic singer, Justin Bieber, appropriated the song and embraced the Spanish language. “Not enough brands are doing are doing enough to really be culturally attuned,” commented Andrew Delbridge. “As someone who comes from the general market side, I’ve probably learned more in the last 6 years than I’ve learned in the previous 20 years of my career about what I didn’t know about marketing to Hispanics, or to America, really; unless you grow with multicultural audiences, in most categories, you cannot grow.”

There are more boys walking around in Messi or Ronaldo jerseys than in U.S. soccer jerseys.

At 11:45am, the stage received a selection of brilliant speakers with experience in the soccer business industry. Brendan Hannan, VP of marketing and communications for the LA Galaxy; Jason Howarth, VP of marketing at Panini America; and Steve Pastorino, VP of Corporate Partnership at Las Vegas Lights FC, answered questions posed by Joe Favorito, Portada’s Head of Sports Content, about the great potential marketers can tap on now that Fifa’s World Cup is almost here… and Team U.S.A. is not going. “For a country that is not participating in the World Cup, the U.S. market is fortunate of having a wide demographic of people supporting multiple countries,” asserted Jason Howarth. “On the men’s side there’s always been this default of ‘who else am I going to root for”, there are many more boys walking around in Messi or Ronaldo jerseys than in U.S. soccer jerseys.”

Finally, Portada LA got to a conclusion that was very ad hoc with the setting: in a panel titled Hollywood and Latin Audiences, Pongalo’s CEO Rich Hull talked to Adriana Trautman, VP, Marketing Latin America at 20th Century Fox, about marketing entertainment to Latin Americans. When asked about how traditional brands are using content online, and what works in the entertainment industry, Trautman answered that “Consumer behavior is completely different online; from a Hollywood perspective is probably easier for us than for more traditional brands because people are looking for that content, but more and more it is about interaction, about creating a relationship with characters, actors, and with the talent behind it… It takes a lot of work, but once you do it, it keeps the conversation going.”

As you can see, the room was packed. Where were you?

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

(Looking for your next Career move? Check out Portada’s Career Board!)

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LATCOM has named Nelson Peña as its Vice President, North America to lead Business Development efforts based in New York City. Peña most recently served as Director of Business Development at NBC Universal.






Guillermo Abud has been appointed VP Business Development – US Hispanic, LATAM & Spain at OpenSlate Data.Previously, Abud worked as Head of Global Business and Programmatic at Batanga (now VIX). Prior to Batanga, he spent 4 years as VP Digital Director & Head of Programmatic MC of Publicis Media.






Daniel Cohen left MP&Silva to  lead sports marketing and entertainment agency Octagon’s media rights arm. Cohen has joined the agency as senior vice president of media rights consulting. He will be based in New York and report to the agency’s chief strategy officer Simon Wardle. Most recently, Cohen served as MP & Silva’s senior vice president of Americas.






Bernardo Rodriguez has been named to the newly created position of Chief Digital Officer at J.D. Power, the global leader in consumer data & analytics and advisory services. Rodriguez will be responsible for advancing J.D. Power’s digital transformation with responsibility for new product development, branding, marketing and mergers and acquisitions. He will report directly to Finbarr O’Neill, Chief Executive Officer and President. Rodriguez joins J.D. Power from Huge, the global full-service digital agency, where he served as Managing Director of Strategy.




Robin Steinberg is leaving her role as executive VP of publishing and digital director of investment and activation at Publicis Groupe’s media agency Spark Foundry. She has been with MediaVest, which recently merged with Spark to form Spark Foundry, for 13 years. Prior to that she was VP and director of print services at media agency Carat. There is no word yet on her future plans. Spark Foundry declined to say whether the position will be directly filled or absorbed into something else.





WPP digital agency Mirum has hired John Bruning as its new technical director. Bruning will oversee all tech teams on the company’s Mazda America account, meaning he will work across both Mirum and Garage Team Mazda, the Costa Mesa-based agency established in 2010 and dedicated to the client. He spent a good bit of time overseeing the Mazda account at Hearst agency iCrossing. He will replace Sasha Pfandt. Earlier this year, Garage Team Mazda hired Erich Funke as its new chief creative officer replacing Harvey Marco.




iCrossing has appointed Jacob Davis head of audience planning. Davis will report to president of media services, Mike Racic. Prior to iCrossing, David was Director, Digital Acquisition at Hilton Worldwide, where he led the paid search and affiliate teams to maximize revenue and ROI.






Kent Rees has been named to the newly created position of chief marketing officer at the CBS-Lionsgate-owned cable network Pop. He was most recently executive VP and general manager of cable network Pivot and also oversaw the rebranding of IFC






Telemundo 47 New York / WNJU announced the addition of weather anchor Tairy Ynoa to the station’s La Autoridad en El Tiempo (Weather Authority) team. Her on-air debut is scheduled for August 14. A native of Queens, Ynoa comes to Telemundo 47 following two years with both NY1 and NY 1 Noticias, where she delivered weather and traffic updates. She holds a bachelor’s degree in Media Communications from Queens College.





Rebekah Audic has been appointed global head of marketing for in-video advertising company Mirriad. She will oversee marketing across Mirriad’s global businesses. Audic comes from video content agency LoveLive and Getty Images.






Minneapolis agency Riley Hayes hired Karen Schultz, formerly of Clarity Coverdale Fury, as its new director of marketing.






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