Tag

Oscar Padilla

Browsing

We are excited to announce that Oscar Padilla, VP of Digital Media Marketing and Insights at Pulpo Media, is joining the Portada Agency Star Committee, one of the six units of Portada’s Council System. The Council System’s next in-person meeting will be at Portada Los Angeles on March 14 in Los Angeles’ Loews Hotel.

Oscar currently serves as Pulpo’s Senior VP of Digital Media Marketing and Insights, an Entravision Communications company. Oscar has held diverse roles within his 6+ years at Entravsion including founding partner of Luminar Insights; the first Big Data company squarely focused on the US Hispanic Market delivering advanced analytics solutions. Before Entravsion, Oscar launched the digital business unit of Vertis, focused on developing and executing digital direct response strategies for Fortune 500 big box retailers. With over 20 years of digital media under his belt, Oscar has worked across a wide range of diverse businesses – from start-up ventures to digital agencies to established media companies.

We are thrilled to welcome Oscar to the Agency Star Committee, and we asked him to tell us more about Pulpo and what he’ll bring to the table.

Portada: What are Pulpo’s main objectives?
Oscar Padilla: Simply stated, Pulpo’s objective is to continue to be the #1 digital media company servicing the US Hispanic market. But at the end of the day, it’s not our leadership position that client’s care about, they’re interested in results and that’s what motivates us to evolve continuously. It’s the result of years of developing a deep cross-cultural understanding of the Hispanic market, leveraging our vast data assets, and our people that allow us to deliver results for our clients.

 I’m thrilled to be a new member of Portada’s AGENCY Star Committee. This committee has a strong mission of advancing how we target Hispanic consumers, I think my deep analytical background market plus my digital media experience brings a unique perspective to the group.

Portada: How do you intend to accomplish these objectives? 
Oscar Padilla: We couple our scale with advanced data.  This is the fuel that allows us to build our targeting and advance Hispanic segmentation models. We’ve been gathering and maturing our first-party data for years, but we’re also working with a variety of third-party partners that can support our needs and those of our clients.
We’re actively involved in expanding our Hispanic audience reach well beyond the “traditional’ digital web, mobile environment. Our audience reach should be channel agnostic, and this consists in leveraging many of the vast resources of our parent company, Entravsion, brings to the table. Finally, our people are essential to accomplishing our goals. Pulpo has built a solid team dedicated to supporting our mission and delving into what our clients need.

 

The Data Marketing Forum was one of the highlights at PortadaLat. Key Agency and Media Experts explained why it is crucial to use Data Science for effective Multicultural Marketing.

Mebrulin Francisco, Partner Director Marketing Analytics at Group M Multicultural, stressed that the sentence “You have an accent so you know what you are doing,” does not work anymore in  Hispanic marketing. “It is our responsibility to raise the bar,” she added. “We are playing in the big kids sandbox,” Ana Crandell, Group Account  Director at OMD Multicultural noted that the use of Data Science is crucial for succesful Multicultural Marketing: “We are playing in the big kids sandbox now.”

Ana-Crandell-Oscar-Padilla-y-Yamilet-Bermudez

We are playing in the big kids sandbox now.

Need to Develop Data Standards for Multicultural Marketing

The above cited panelists and Oscar Padilla, SVP of Marketing and Digital at Pulpo Media as well as Yamilet Bermudez, Media Operations Director at IPG Miami noted that the Multicultural Marketing sector is in clear need of a unified set of standards to use Data more effectively.

Watch  GroupM’s Mebrulin Francisco Defining Big Data at PortadaLat

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 new Career Board!)

For prior Changing Places editions, click here.

Delio Photo Studio - Business Head Shot Photography in MiamiJorge Ortega has joined Burson Marsteller as Executive Vice-President/Managing DIrector. For the last 4 years, Ortega had worked as Managing Director, Chief Strategy Executive, Hispanic Market & Communications at Newlink America.

 

 

 

 

Oscar-PadillaPulpo, a Hispanic digital platform, and a business unit of Entravision Communications Corporation,  a diversified media companyserving Latino audiences and communities, announced that it has promoted Oscar Padilla to Senior Vice President of Marketing, Digital Media & Insights. Padilla was previously the Vice President of Strategy for Entravision’s Luminar Insights, a “big data” analytics and modeling provider focused on delivering insights on U.S. Latino consumers. Padilla succeeds María Lopez-Knowles, who was recently promoted to Chief Marketing Officer of Entravision.Read more.

descarga (3)Roger Solé has been appointed to a dual role: senior vice president for the Hispanic market and senior vice president of Innovation of Sprint. He will report to CEO Marcelo Claure. Solé assumes a newly created role to lead all functions in Sprint’s new Hispanic business unit. Sprint sees the Hispanic market as one of the fastest growing segments of the U.S. population and an area where the company can gain leadership. Solé also will assume the role as president of Sprint Puerto Rico. All business functions in Puerto Rico will report to Solé, including general manager Patricia Eaves. Puerto Rico will be the hub for Sprint’s Latin creativity and innovation.His responsibilities include Pinsight Media, a Sprint division that specializes in mobile advertising, and the Sprint Accelerator, a mentorship-driven program for health care startups. Kevin McGinnis, vice president for Pinsight Media and executive sponsor for the Sprint Accelerator, will report directly to Solé.Prior to TIM Brasil, Solé led all innovation for six years at Vivo (Telefonica Brasil), the largest operator in Brazil. He was a key force in the turnaround of Vivo, focusing on building unique value propositions for the high-value customer segments.

AAEAAQAAAAAAAAISAAAAJDYyMTNlYjUwLTFiNDMtNDk1My1iYmIwLThiOGEwZDFjZTkxNACraig Bahner has joined Kellogg Co. as president of its U.S. morning foods division. He was previously chief marketing officer at Wendy’s and prior to that held assorted executive roles at Procter & Gamble.

 

 

NormanPaul Norman was promoted to president of Kellogg North America.  Norman, who was Kellogg’s chief growth officer, had also been serving as interim head of the morning foods division.

 

 

 

 

descarga (4)Mary Beth West has been named executive VP, chief customer and marketing officer at JC Penney, effective June 1. She is also a member of the JC Penney board of directors. West was previously chief marketing officer at Mondelez International before leaving that post last summer. She will replace Debra Berman, who left JC Penney in March.

 

rick-watrall-188Rick Watrall has been appointed to the newly created position of chief analytics officer at Horizon Media. He was previously a senior partner at marketing analytics company the Hudson River Group.

 

Join us at PORTADA Mexico!

Pulpo, a Hispanic digital platform, and a business unit of Entravision Communications Corporation,  a diversified media company serving Latino audiences and communities, announced that it has promoted Oscar Padilla to Senior Vice President of Marketing, Digital Media & Insights. Padilla was previously the Vice President of Strategy for Entravision’s Luminar Insights, a “big data” analytics and modeling provider focused on delivering insights on U.S. Latino consumers. Padilla succeeds María Lopez-Knowles, who was recently promoted to Chief Marketing Officer of Entravision.

We conducted an interview with Padilla to ask him about his new position and his plans.

How are Pulpo and Luminar Insights aligned? Why is it that they have the same person to manage their marketing?
Oscar PadillaOscar Padilla, Senior Vice President of Marketing, Digital Media & Insights, Pulpo.:“Pulpo (#1 comScore ranked in both Hispanic Reach and Bicultural Audience Network) is a digital media company that offers analytical services powered by Luminar, and it’s essential that we drive one marketing message to advertisers interested in effectively targeting the online Hispanic, or (i)Hispanic market. The alignment of Pulpo and Luminar is a synergistic match in a media environment where data plays an increasingly critical role. Luminar enhances Pulpo’s ability to reach online Hispanic audiences across all acculturation levels and digital devices through its analytics and insights solutions. Today, many advertisers deploy campaigns with limited consumer knowledge and an incomplete picture of the marketplace. Pulpo can offer clients the ability to gain greater empirical knowledge of their target markets and consumers. We can address questions that will drive increased targeting precision and relevancy with consumers, which in turn delivers greater return on our customers’ media investment.”

The alignment of Pulpo and Luminar is a synergistic match in a media environment where data plays an increasingly critical role.

What are your main objectives leading the marketing for both companies?
O.P.:
 “To communicate to the marketplace that Pulpo is a Hispanic digital media, data and consumer insights organization committed to both reaching and touching the online or (i)Hispanic market across acculturation levels and digital platforms. The result will benefit brands targeting the Hispanic market by offering a one-stop solution that leverages both Luminar’s offline transactional and behavioral data, and Pulpo’s extensive online expertise, ensuring a more holistic view of each (i)Hispanic consumer.We understand that Pulpo and Luminar primarily target the U.S. Hispanic market, but do they also target Latin America?Pulpo is already operating in Latin America and Spain. Pulpo opened a Mexico office last quarter and this office will serve as a hub to continue to grow our presence in LatAM.”

What place do Pulpo and Luminar have in Entravision Corporation overall?

O.P.:  “Entravision is a dynamic media company that provides an integrated platform of solutions, services and assets to connect marketers with the growing Latino consumer market. Through its diversified assets, Entravision reaches Hispanics across all screens making it unique in its ability to execute multimedia campaigns. Pulpo and Luminar bring extensive and complementary digital and analytical expertise to Entravision and will play a critical role in the continued growth and future success of the company.”

Join us at PORTADA Mexico!

Webinar

Portada is  excited to announce a Webinar on Big Data and the Hispanic Consumer presented by Luminar. The Webinar will take place on June 20 at 2pm EST and 11am PST. Register for free!

Learn how advanced analytics can accelerate your Hispanic Growth Strategy

The pay-offs of Big Data and advanced analytics are no longer in doubt, but the  impact to Hispanic marketing is still being discovered. In this session you’ll  learn how Luminar is applying Big Data and advanced analytics tools to advance  how Hispanics are being targeted in more precise and relevant ways. Through a  case-study approach, attendees will gain a greater understanding of the process  and the platform that is driving greater accuracy, more actionable insights, and  improved proactive analysis for marketers.

Case-Study Approach

Through a case-study approach, attendees will gain a greater understanding of  the process and the platform that is driving greater accuracy, more actionable  insights, and improved proactive analysis for marketers. The goal of this session is to provide attendees with a deeper and practical  understanding of how big data is enabling more precise analytics. Participants  will be exposed to the process, framework and analytics tools that are part of a  Big Data solution. Luminar will share a success story on how a media and  publishing company used big data to uncover new growth market opportunities and  justify increased spend to reach Hispanics.

Speaker

Oscar PadillaOscar Padilla leads the strategic services for Luminar’s analytic  and technology solutions, will be the main speaker at the Webinar.. He is accountable for formulating new product and  service offerings, as well as helping clients achieve higher efficiency from  both analytic and technology solutions across online and offline media.

Register for free!