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Portada NY Sept. 12 top-notch program includes one-on-one meetings with major brand marketers engaging consumers through sports content who represent companies like Anheuser-Busch, SAP, MasterCard, Kia, Wells Fargo and many more. The event will take place at the Westin New York at Times Square. Get tickets here (early bird expires on July 31!).

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

 

On the agenda on September 12

Senior brand executives and thought leaders will explore topics including the below:

  • KEYNOTE INTERVIEW with Nick Kelly, Head of U.S. Sports Marketing, Anheuser-Busch
  • CREATING BRANDED CONTENT TO CHANGE BRAND PERCEPTION
  • THE EXPERIENTIAL MARKETING CONUNDRUM: How to measure ROI and transfer best practices between marketing platforms.
  • 5G: How increased connectivity will change media and content strategies…
  • PASSION POINT FOOD: Food is a key cultural factor to bring Hispanic families together.
    and much more….

Choose Your One-on-One Meetings with Brands Engaging Consumers Through Sports

Meeting opportunities with Brand Marketers engaging consumers through sports.

In addition, Portada NY offers senior executives from tech, media and marketing firms will have the opportunity to meet brands engaging consumers through sports. marketers in one-on-one meetings.

 

THE LIST OF BRAND MARKETERS AVAILABLE FOR ONE-ON-ONE MEETINGS INCLUDES:

Director, Consumer Marketing Sponsorships, ALLSTATE INSURANCE

VP, Field Marketing Sponsorships & Events, CONSTELLATION BRANDS

VP, Head of Sponsorships North America, MASTERCARD

Group Brand Director Tequila, PROXIMO SPIRITS

VP, Marketing, NORTHGATE MARKETS

Head of US Sports Marketing, ANHEUSER-BUSCH INBEV

Senior Manager, Advertising & Marketing, Multicultural, KIA MOTORS AMERICA

Multicultural Marketing Manager, NESTLE USA

VP, Global Sponsorships, SAP

Senior Brand and Latino Marketing Manager, INTUIT

National Media Manager, JCPENNEY

VP, Hispanic Segment Strategy Leader, WELLS FARGO

Program Leader, Hispanic Marketing & Advertising, DOMINO’S

National Director, Multicultural & Growth Markets, REALOGY

Director, Mexican Imports, ANHEUSER-BUSCH

US Managing Director, CH CAROLINA HERRERA

Digital Marketing Manager – SEM & SEO, SPRINT

Head of Marketing, EL SUPER

Assistant VP, Brand Marketing & Advertising, OPPENHEIMERFUNDS

Senior Brand Manager, DEWARS SCOTCH WHISKY BACARDI

Sr. Director of Global Marketing, PAULA’S CHOICE SKINCARE LLC

Brand Director, HEINEKEN

EVP I CMO, CURACAO

VP, Sponsorships, WELLS FARGO

Manager, CALIFORNIA ENDOWMENT

Associate Marketing Manager Multicultural, ALLSTATE INSURANCE

Category Marketing Manager, GRACEKENNEDY LTD

…and many more to be added!

 

CLICK HERE TO GET EARLY-BIRD TICKETS including three-eight minute meetings  with brand marketers engaging consumers through sports. (A form to select your meeting partners will be sent to you after registration, US $599 EXPIRING THIS 07/31)

 

What: The internet offers seemingly infinite ways for consumers to research products and services before making a purchase. Aeromexico and Palace Resorts explain how they leverage key benefits of marketing automation to start a conversation and turn consumers’ digital research into online and offline sales.
Why it matters: No matter how much technology brands throw at marketing, excellent content, and the human factor count for a lot, especially when consumers are purchasing an experience and not just on price.

Consumers’ Digital Research Speaks Volumes

Palace Resorts is not just any resort. Its 10 oceanfront properties spread across Jamaica and Mexico on the Caribbean and the Pacific offer an all-inclusive vacation of a lifetime. That’s why consumers looking for an exceptional experience do a lot of digital research before making their purchases.

“We’re not a commodity you buy on a budget. So we talk a lot about our destinations,” Gerardo Garcia, Palace Resorts’ Vice President of Sales and Marketing in the USA, told Portada during a sit-down interview at Portada Miami. “We try to bring the customer into a conversation.”

Our core business is to run successful hotels, so we have to find the right people on the technology side.

Potential guests often visit 20 websites before booking. So, Palace Resorts has to be sure it has excellent content at each of those touch points so as to engage consumers and promote the brand. “People dedicate a lot of time to their process of buying a vacation. Their digital research process creates that inspirational moment,” Garcia told Portada.

Key Benefits of Marketing Automation: Balancing the Human Factor With Technology

Palace Resorts loves it when customers buy online, but a large percentage of its guests have lots of questions before booking. Thus, having a call center and live chat are key tools in the purchasing process.

Garcia’s marketing team includes 15 people dedicated solely to responding 24/7 to customers’ questions posted on social media or at Trip Advisor. “The more I learn about technology, the more I value the human factor,” Garcia said.

Gerardo Garcia (left) at Portada’s Travel Marketing Board’s Portada Miami Meeting

Working with third-party vendors is a critical part of Palace Resorts’ marketing strategy. Allowing vendors to manage technologyallows us to focus on our marketing strategies and find the right channel to launch that campaign. Our core business is to run successful hotels, so we have to find the right people on the technology side. Otherwise it becomes overwhelming,” Garcia explained.

Automated behavioral email is also one of the most important channels for communicating with existing customers. In addition to its CRM software tool Clever, Palace Resorts uses HubSpot to send emails based upon customers’ preferences.

 

 

A First for Aeromexico

Aeromexico is the first brand in Latin America to create a chatbot to respond to customers’ questions on WhatsApp. According to the airline’s Paola Camacho Stern, senior specialist co-brand partnerships, other brands are taking notice.

If customers don’t get the answers they need, the chatbot transfers them to Aeromexico’s call center. Ppersonnel there has actually been reduced thanks to the assistance of the chatbot.

In spite of the technology, the human factor remains a critical component for ticket sales since Aeromexico prides itself on the superior experience it provides travelers both in the air and on the ground.

We are using both traditional and online channels. Whenever I do a campaign, I try to do both of them.

“We have a lot of people that want to talk to a human being. What we are looking for is a balance. I don’t think the call center is going to disappear, but our digital will grow more until it finds a balance,” Stern said.

 

 

Communicating the Experience with Content

 

Aeromexico relies heavily on social media to communicate its brand and the airline’s experience. “We have very strong social media channels, a lot of followers. We are focusing on making people feel like we’re not just an airline but the best company to take them from one place to another,” Stern explained.

Paola Camacho Stern at Portada’s Travel Marketing Board’s Portada Miami Meeting

The airline buys paid advertising, and uploads videos on Facebook which is its “strongest” social media channel.

Traditional media, too, plays an especially important role in Latin America. It includes the use of radio, outdoor advertising print, the airline’s inflight magazine as well as advertising before feature films in cinemas.

Key benefits of marketing automation include email, and Aeromexico uses it to launch campaigns and promotions and tell customers about new routes. It does extensive a/b testing to find the best messaging. Aeromexico also segments its databases to personalize offers.

“We are using both traditional and online channels. Whenever I do a campaign, I try to do both of them. Traditional channels are more expensive. You need to find a mix. You can’t put everything in digital.”

 

We are excited to announce that Jennifer Leonard, Director of Multicultural at Haworth Media+Marketing is joining the Portada Agency Star Committee, one of the six units of Portada’s Council System. The board’s next in-person meeting will be at Portada NYC on September 11, 2019.

A 20+ year U.S. multicultural media industry veteran, Jennifer has experience across strategic planning, channel planning and investment agency verticals and a vast category portfolio (Retail, Auto, Telecommunications, QSR, Insurance/Financial Services).

She’s an expert in inter-agency communication and process for total market strategies.

Currently, she is the Director of Multicultural Strategy for Haworth Media+Marketing in Minneapolis, including the Hispanic, African-American, Asian and LGBTQ+ audiences.

Welcome, Jennifer, to Portada’s Council System!

We are excited to announce that Ariela Nerubay, Chief Marketing Officer at Curacao, is joining the Portada Brand Star Committee, one of the six units of Portada’s Council System. The board’s next in-person meeting will be at Portada NYC on September 11, 2019.

Take a look at Portada’s exclusive interview with Ariela Nerubay here.

Nerubay is an award-winning marketing executive with 20 years of experience launching and marketing entertainment content, films, cable networks, products, and services to consumers across the U.S. and Latin America.

Ariela is currently CMO of the leading Latino Retail Superstore, Curacao, where she was hired to lead a company-wide turnaround strategy to reposition the brand in the mind of its customers. Before Curacao, Ms. Nerubay consulted for a variety of Hollywood Studios including Sony Pictures International Releasing, Aviron Pictures, and Lionsgate. She also held senior executive posts at The Walt Disney Studios and Univision Communicatons.

Ms. Nerubay holds an MBA degree from CSULB, a B.A. in Communications from Universidad Iberoamericana in Mexico City, two post-graduate degrees in Business Management and Marketing from UCLA Extension, and she completed an Executive Business Program at Harvard Business School for which she was awarded the Diversity fellowship.

 

Welcome Ariela to Portada’s Council System!

We are excited to announce that Katrina Ithier, Multicultural Manager, National Video Investment at GroupM’s Essence is joining the Portada Agency Star Committee, one of the six units of Portada’s Council System. The board’s next in-person meeting will be at Portada NYC on September 11, 2019.

An experienced Activation Manager with a demonstrated history of working in the marketing and advertising industry for over 10 years, Katrina currently leads the Multicultural Center of Excellence on the Universal Pictures team at Essence.

Previously, she spent seven years as part of Mediavest’s Multicultural arm, MV42, where she worked on Comcast and Cox Communications before moving into a dual role as Hispanic and General Market Supervisor on Post Foods and Duracell.

Her continued passion for Multicultural media drives her to, not only learn but continue to educate the importance of the Latino audience in her new role. Being a strong marketing professional, her skills include media negotiating and investment across Local and National TV & Radio, promotional sponsorship executions, product integrations, client solutions, team building, and management as well as maintaining strong partnerships across the media landscape.

Welcome Katrina to Portada’s Council System!

What: The Portada Miami agenda has been updated to include executives at Carnival Cruise, Perry Ellis, Visa, and WeWork.
Why it matters: Portada Miami, on April 12 at the EAST Hotel, will explore the advance of MarTech in Latin Markets, as well as the role of Miami as a Marketing and Media Hub. Register here.

 

The twelfth annual edition of Portada Miami on April 12 (EAST Hotel Miami) will focus on how technological innovation is reshaping the Latin American and U.S. marketing space. Brand Marketing leaders from disruptor firms and Fortune 500 companies will dissect how AR, AI, VR, Biometrics and other technologies can be best used for brand communications. The top-notch program also includes an opportunity for attendees to have three meetings with brand and media agency leaders to share insights and explore business opportunities (see below). In addition, three units of the Portada Council System will have their private meetings at Portada Miami: the Americas Board, the Travel Marketing Board, and the Brand Star Committee Latam.

The Top-Notch Agenda Includes

Content to Commerce: the Latin Story 

Andres Amezquita, VP Digital and Commercial Excellence, Stanley Black and Decker Latin America, will explain how the company is using Latin America as a major market to test innovations. As the end-user’s consumption and shopping behavior are changing by digital platforms, SB&D is proactively changing its marketing approach and producing content geared to ultimately increase sales. Learn why and how the manufacturing tools and household hardware giant is shifting from traditional commercialization strategies to an end user-centered e-commerce approach to marketing.

 

The Advance of MarTech in Latin Markets

WeWork’s Ana Cristina Rivadeneyra

In this session, Valentin Bueno, CEO, Latcom; Alejandro Clabiorne, CEO, PHD Latam; Ana Cristina Rivadeneyra, Senior Marketing Lead, WeWork; and Ana Hoyos, Director of Meltwater Latin America, will be analyzing how brand marketers can reap benefits from the advance of Artificial Intelligence, Virtual Reality and Digital OOH in Latin America.

 

 

 

 

How Technology is Turning Event Experiences Upside Down

Visa’s Andres Polo

Andres Polo, Global Head of Innovation & Strategic Partnerships Marketing at Visa, will be explaining how disruptive technologies like the use of biometrics for ticketing, artificial reality and smart stadiums are redefining the consumer experience at events. A myriad of opportunities are opening up for marketers.

 

 

 

Data, Content and Commerce

OMD’s Ana Crandell

Audience interactions with content provide a gold mine of data. But how to make sense of it and avoid analysis paralysis? Cristina Esteve, VP E-Commerce Carnival Cruise Lines; Andrew W. Russo, VP Data Science, Starmark; Ana Crandell, Group Account Director, OMD Multicultural; and Seth Holladay, VP of Digital Research & Analytics for CNN will explain how content influences commerce and analyze how data determines their content strategies.

 

Miami’s Evolving Role as a Marketing Hub: A Brand Marketer’s View

Joseph Roisman, EVP at Perry Ellis International, the global sportswear and clothing player will discuss the distinctive advantages of Miami as a global marketing hub.

 

Portada Meet-Up

Attendees will enjoy our Portada Meet-Up offering of one-on-one meetings with major pre-screened brand and agency executives, including more than 50 members of Portada’s Council System. Make your choices on a first-come-first-served basis after you get your ticket.
Check out the full agenda and register now here!

 

ROPO: A Deep Dive

ROPO (Research online purchase off-line) by consumers has become a crucial determinant of sales. It has also impacted digital vs. offline marketing attribution. Get the latest insights from Carlos Leal, Marketing Director at Rappi and Kate Canel, Director, Performance Media at The Shipyard.

 

Panregional Marketing Case Study

Adapting global campaigns to Latin American local markets Learn how Pepsico successfully launched a global marketing concept in Colombia and then expanded it throughout Latin America leveraging local relevance.

 

 

Don’t miss this edition of Portada Miami, click here or on the banner below and network with the best!

 

Leading executives from the brand, agency, media, and tech sectors will gather at an exclusive Luncheon Roundtable at our upcoming twelfth annual  Portada Miami on April 12 to discuss the topic: Redefining the Role of Miami as a Marketing and Media Hub. During the exclusive lunch meeting, Portada will present the results of its Panregional Marketing and Media Report. The exclusive function will take place within the framework of Portada Miami on April 12, 2019, but will only be accessible to a select group of Miami based brand marketers and other Latin American regional brand marketing decision makers.If you’re interested in attending the Luncheon Roundtable, or wish to know more about the opportunities Portada Miami offers to meet your marketing and networking needs, please reach out to Sales Coordinator Michelle Lopez.

Miami has a rich history and a preeminent role as a Latin American marketing and media hub. In order to grow its leadership, and in light of structural changes in the marketing and media industry, the role of the South Floridian city needs to be redefined by key sector decision makers. Portada, a trade platform that has published the Panregional Advertising and Marketing Report for many years; convenes C-level thought leaders from the Miami brand, agency, tech and media sectors for an exclusive Thought Leadership Luncheon Roundtable under the name “Redefining the Role of Miami as a Marketing and Media Hub”​.

Check out the highlights of last year’s Portada Miami!

During the luncheon, Portada will present the findings and market volume forecasts of the ​“2019 Panregional Marketing and Media Report”​. The report will be the stepping stone for a conversation of C-level decision makers about the role, opportunities and growth drivers of the Miami marketplace.

Brand, Media and Agency leaders who will participate in the Luncheon Roundtable include:

Andres Amezquita, Stanley Black & Decker, Inc. (VP Digital and Commercial Excellence Latin America)

Adriana Bellinatti Grineberg, (Facebook Regional Director, Pan-regional Latam, CENAM & Caribbean)

Facebook’s Adriana Bellinatti Grineberg at the Americas Board’s Meeting during Portada Miami 2018

Maria Budet, Miami-Dade Beacon Council (Vice President, Marketing & Communications)

Pablo Chiozza, Latam Airlines Group (SVP USA, Canada & Caribbean)

Alan Duggan, Meliá Hotels (International Regional Vice President Business Development The Americas)

Elena Feoktistova, Mastercard (Regional Head of Consumer and Product Marketing LAC)

Lorena Holguin, Mastercard (LAC Sponsorship Director)

Eric Melis, Pepsico (Sr. Director Carbonated Soft Drinks Category, Latam Region)

Rafael Lopez-De-Azua, Coty (Head of Media and Digital – Latam)

Luis Perillo, Hilton, (VP, Sales & Marketing, Caribbean & Latin America)
GroupM Latam’s CEO José María Sanabria, speaking at Portada Miami 2018

Julian Porras, Omnicom Media Group (Chief Executive, Latin America)

Luciana Resende Lotze, Visa Inc. (Sr. Vice President Marketing Latin America and Caribbean)

Ana Cristina Rivadeneyra Balsa, WeWork Marketing Manager México

José Maria Sanabria, GroupM Latin America (CEO Latam)

Guillermo Rivera Hernández, Amazon (Sr. Marketing and Content Manager)

Trinidad Tagle, The Estée Lauder Companies Inc. (Marketing Manager Latam)

Sebastian Valderde, Google (Managing Director Spanish-Speaking Latam)

Fabiola Vega, The Estée Lauder Companies Inc. (Regional Marketing Director)

We are thrilled to announce that Stephen Brooks, EVP and Managing Director at VidaPrimo, is joining the Portada Brand 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.

Stephen Brooks draws on over 20 years of experience in media and technology to build VidaPrimo into a first-class video network for Latin music. Stephen joined VidaPrimo in 2016 after several years as a consultant for start-ups in streaming media and mobile technology. He previously led North American marketing for Technicolor, specializing in broadcast and streaming media services.  At Warner Bros. and Paramount Pictures, Stephen guided the launch and adoption of new video formats, including DVD, Blu-ray Disc and Digital Download.
VidaPrimo is the largest multiplatform video network dedicated solely to Latin Music (and the #3 music network overall). VidaPrimo generates over 1 billion monthly impressions globally, primarily from consumers 18-39 who access music videos and original programming on a variety of platforms that include web and mobile streaming sites, mobile apps, subscription services, connected TV channels and more. VidaPrimo is headquartered in Los Angeles and Bogotá.
In occasion of Stephen’s arrival at Portada’s Brand Star Committee, we asked him to tell us more about VidaPrimo’s mission and plans.
Welcome, Stephen!
Portada: Could you tell us what is VidaPrimo’s main objective?
Stephen Brooks: Our main objective at VidaPrimo is to build a singular cross-platform video network destination for Hispanic music fans throughout the U.S., Latin America and Spain. We intend to make our content ubiquitous on virtually every screen: at home, on mobile, at retail and on the go.
 The Portada Council System Brand Committee is made up of many respected professionals whose experience in defining their product and creating compelling value for multicultural consumers will be incredibly useful for VidaPrimo as we grow.
Portada: What is VidaPrimo doing to achieve this goal?
Stephen Brooks: To accomplish this, we need to build our audience through expert branding, social media and influencer marketing, and advertising; expand our distribution footprint to new sites, apps, channels and services; and create a unique, viable and scalable brand integration product for advertisers to connect with passionate music fans.

What: Portada is proud to present the “Luncheon Roundtable: Redefining the role of Miami as a Latin American Marketing and Media Hub“.  The exclusive function will take place within the framework of Portada Miami on April 12, 2019, and will be an exclusive by-invite-only gathering. A select group of Miami based brand marketers as well as Latin American regional brand marketing decision makers will be attending. Senior executives at agency, media and tech properties who wish to attend the luncheon, please reach out to Sales Coordinator Michelle Lopez. 
Why it matters:  During the luncheon Portada will present the 2019 Miami Marketing and Media report, a new and expanded edition of its annual Panregional Advertising and Media report. The report, based on a thorough survey of brand marketing executives, will be the stepping stone for a conversation of C-level decision makers about the role, opportunities and growth drivers of the Miami marketplace.

Miami has a rich history and a preeminent role as a Latin American marketing and media hub. In order to grow its leadership, and in light of structural changes in the marketing and media industry, the role of the South Floridian city needs to be redefined by key sector decision makers. Portada, a trade platform that has published the Pan-Regional Advertising and Marketing Report for many years, convenes C-level thought leaders from the Miami brand, agency, tech and media sectors for an exclusive Thought Leadership Luncheon Roundtable under the name “Redefining the Role of Miami as a Marketing and Media Hub.

The luncheon will be attended by a select group of brand marketers who are members of Portada’s Council System. Additional presence of major brand marketing decision makers will be announced in the next few weeks.

The exclusive luncheon will be taking place within the framework of the twelfth annual Portada Miami event on April 12, 2019 in the Hotel EAST, Miami, but will be a by-invitation-only function. Senior executives at agency, media and tech properties who wish to attend the luncheon, please reach out Portada Marketing ManagerIsabel Ojeda. 

Portada convenes C-level thought leaders from the Miami brand, agency, tech and media sectors for an exclusive Thought Leadership Luncheon Roundtable.

Key Metrics for the Miami Marketplace

During the luncheon, Portada will present the findings and market-volume forecasts of the new 2019 Miami Marketing and Media Report, which will be based on a thorough survey of brand marketing executives. Panregional and single country buy ad volume growth projections will be broken down by ad-category and media type. In addition, new insights into the panregional media buying process will be provided. Luncheon participants will be getting an exclusive copy of the report in advance. The report will be the stepping stone for a conversation about the role, opportunities and growth drivers of the Miami marketplace.

During the luncheon, Portada will present the findings and market-volume forecasts of the new 2019 Miami Marketing and Media Report.Luncheon participants will be getting an exclusive copy of the report in advance.

#PortadaMIA: The Advancement of MarTech in Latin Markets  

The twelfth annual edition of Portada Miami will focus on how technological innovation is reshaping the Latin American and U.S. marketing space. The top-notch agenda will particularly place a strong emphasis on pan-regional marketing as well as e-commerce and direct to consumer trends and their implications for brand marketers. Brilliant speakers such as Andrés Amezquita, VP Digital and Commercial Excellence at Stanley Black & Decker, will take the stage to discuss these pressing matters.

Portada Miami will also be the meeting point for Portada’s Council System with the Americas Board, the Travel Marketing Board and Brand Star Committee Latin America holding their first 2019 in-person meetings during the event.

In addition, Portada Miami will offer senior executives from tech, media and marketing firms the opportunity to interact with brand marketers through Portada’s one-on-one meetup offering.

Get your early bird tickets!

What: Members of the Portada Agency Star Committee will lead an interactive session at #PortadaNY about multicultural insights as an ingredient of more effective marketing campaigns. Join Starcom’s Dana Bonkowski and Darcy Bowe, Horizon’s Karina Dobarro, Publicis Groupe’s Jessica Roman, and UM Worldwide’s David Queamante. Register now!
Why it matters: As the presence of multicultural populations increases in the U.S., all marketing needs to include multicultural insights in order to have a chance to succeed.

As multicultural consumers increase in quantity and we get a step closer to them being a majority, doing multicultural marketing becomes more and more necessary. According to Liz Castells-Heard, CEO of Castells & Asociados, even though multiculturals are nearly 40% of U.S. consumers and spend US $1.7 trillion, they get under 18% of all ad dollars. “Most of the Fortune 500 are still reticent, late in the game or not doing it right,” she writes. “It is not just about a few adjunct in-language TV spots, influencers, soccer, events or social. It’s about a top-down, thoughtful, holistic and organization-wide approach.”

But what are the right steps and elements a brand needs in order to “do it right”? As Dana Bonkowski, SVP, Multicultural Lead at Starcom and member of Portada’s Agency Star Committee says, “Whether or not you intend to officially embark on a multicultural marketing initiative, the reality is multicultural consumers are already part of your brand’s story,” and so companies really should start taking these consumers into account if they wish to stay relevant in the future.

Tomorrow, September 25, Dana Bonkowski will delve deeper into this topic with other members of the Agency Star Committee: Darcy Bowe, SVP, Media Director at Starcom USA; Karina Dobarro, SVP, Multicultural & International Brand Strategy at Horizon Media; Jessica Roman, VP, Media Director at Publicis Groupe; and David Queamante SVP, Client Business Partner UM Worldwide.

Portada New York attendees will have a never-before-seen opportunity to participate in the panel in a fully interactive way. Together in a Samoan circle format, the panelists and the audience will answer the question: HOW CAN MULTICULTURAL INSIGHTS AND ADVERTISING MAKE GENERAL MARKET CAMPAIGNS MORE EFFECTIVE?

You still have time to join this and all the other Portada New York thought-provoking activities. Did you know that just by acquiring a ticket you get the opportunity to meet with three prominent brand executives? Click on the banner below and join #PortadaNY now.

What: Alberto Pardo, Parker Morse, and Cesar M. Melgoza, founding partners of Portada’s Council System, gave us their views on how technology will help the evolution of marketing in the near future.
Why it matters: AI is already impacting the media buying industry and it is expected to revolutionize the space with the automation of simultaneous processes.

Artificial Intelligence Will Increase Efficiency

According to a recent Salesforce study, 51% of the world’s marketing leaders (3500 participants answered the survey) are already using Artificial Intelligence in their organizations, and the technology has an anticipated YoY-growth of 53%. Moreover, 64% of these marketers agree that AI has “greatly or substantially increased their overall marketing efficiency”, and this technology is expected to grow more than any other.

“Everything will be about utilizing more technology, more data, more AI to be able to do things more efficiently,” asserts Parker Morse, founder & CEO of H Code, and member of Portada’s Agency Star Committee. “But it still needs to have people and the artistic touch of creating a creative experience that really engages the user, and machines can’t do everything. It’s about trying to find the balance between utilizing data and machines and the human element of creating the emotional connection with the user.”

Nominate a Brand or Media Marketing Campaign for a 2018 Portada Award! 

5G Networks Will Bring a Mobile Explosion

Alberto Pardo, founder & CEO of Adsmovil, is pretty certain that “The future of marketing will absolutely be focused in three or four things: first, AI is going to change the way everything is done, everything we know is going to change in the near future because of the erosion or explosion of big data. Data is going to be more and more relevant and AI is going to be a very important part of it.”

Further, the member of Portada’s Council of the Americas asserts: “Second, mobile will have an impact everywhere. It’ll explode because of the 5G networks that are coming maybe this year or the next to Latin America and of course the U.S., so this’ll have a huge impact in the way we interact with mobile devices. I think video is also going to be very relevant in terms of investment, in the advertising industry, and there’s also going to be a big change in people’s roles, what people do today is going to change dramatically in the next 5-6 years.”

Data Helps Connect to Consumers

“What’s next is actually what I like to say is ‘back to the future’,” comments Brand Star Committee member Cesar M. Melgoza, founder & CEO of Geoscape, which was acquired by Claritas at the beginning of this year. “Connecting with consumers, engaging in very relevant, impactful ways will never go out of style, the question is how you do it, through which screen, at what time of day, in which context, and what that engagement results in.”

Connecting with consumers will never go out of style, the question is how you do it.

The amount of data will grow with every passing day, but marketers will need to increase the sensitivity that is needed to interpret it and make good use of it. To be effective, you need to create an emotional connection with consumers, which is impossible without the human touch, as other executives have expressed in previous marketer interviews. AI and big data are already shaping how marketing is done, the question is not “what will happen”, but as Melgoza says, how.

What: We talked to brilliant members of Portada’s Council System to find out where they think the industry of marketing is heading in the immediate future.
Why it matters: In view of the accelerated pace at which the industry is evolving, companies need to get ready for what is coming in marketing.

The Age of Mobility

It is undeniable that we are living in an era of unprecedented change. Consumers have fully moved to digital and social media, and new technologies boost this transition. More personalized and targeted ad formats help create deeper engagement between brands and consumers,  and data is the main ingredient that allows companies to understand new opportunities.

As a new study on the State of the Media Industry by Ooyala states, “[Audiences] are now used to finding video content wherever and whenever they are looking for it, so mobile isn’t a novelty anymore— it’s the expectation.” Now, companies need to make sure to keep up with the consumer, and not the other way around. The Ooyala study found that mobile video and social video consumption are rising steadily; brands and media companies need to devote more effort to targeting consumers on those media.  “It’s about getting better targeting for the right consumer at the right time in their lives, that’s a big part of it,” says Rafael Lopez-de-Azua, Head of Media and Digital – Latam, Coty. “There’s always question marks specifically about how good is the data and the accuracy of that data, but there are really good solutions for the U.S. Hispanic market.”

Data, an Unavoidable Beacon

Recently, companies have begun to accept that the incorporation of new technologies and data-specialized teams is inescapable. Data-driven technologies like AI, Blockchain, and connected home and voice technologies are changing forever the way consumers relate to media and products, to the point that new realities are merging with ours.

“I guess not only the marketing but the whole world is going towards data, data, data,” comments Pablo Chiozza, SVP USA, Canada & Caribbean at Latam Airlines. “Nowadays no one runs a marketing campaign, no one launches a product if it’s not supported by hard data, so I guess in the present and the future, all the actions we’re taking are based on data, data, data, so it’s all about how you prepare, not only to gather data but then to read data and to take the most information out of it.”

Challenges of the Media Industry in the Near Future

“One of the biggest challenges we face nowadays is the fact that the old media hasn’t been brought up to speed in terms of data, and what I’d like to see is more integration,” shares Ana Lucía Soto, National Media Manager at JCPenney. “Some of the linear channels like radio and TV that have been continuing this challenge over the years with having data that’s actionable in the same time and manner as digital, I would like to see that come together so that we can deliver media plans in the time that we’re planning them.”

There’s always going to be the need for that human touch that highlights culture; that’s something that machines cannot do and it’s 100% human.

But when asked if she thinks this process could lose touch with humanity, Ana L. Soto explains that automated processes will never take away the human factor. “There’s always gonna be the need to have somebody addressing the human issues and even though things are getting more automated and data is present all around us, I feel like there’s always going to be the need for that human touch that will highlight the culture,” she says. “That’s something that machines cannot do and that’s 100% human. I think there’s always going to be a need to evolve with the times and to catch up with technology, but there’ll always be room for the human factor.”

 

The Portada Council System got together at Portada Miami on April 19 for the official launch of this exciting new venture, which includes over 70 decision makers from all over the Americas.

Meeting of the Brand Star Committee

Portada’s Council System members are more than 70 senior brand marketing, agency and media executives from all over the Americas. Their input drives Portada’s content and networking platform. Portada Miami on April 18 and 19 in the brand new Hotel EAST was the stellar setting for the official launch of the five different units of the Council System: Americas Board, Brand Star Committee, Agency Star Committee, Sports Marketing Board, and Travel Marketing Board. Check out the FAQ about the Council System.

“It is a great privilege to be a part of the great list of marketing brains and world-class leaders that is the Portada Council of the Americas: a unique place to exchange knowledge, discuss common challenges and share tricks as we define our competitive skills in this fully connected world,” remarked Juan Saldívar, founder & CEO at SWS and member of the Americas Board, in a press release.

AcuityAds’ Seraj Bharwani

Representatives of founding partners of the Council System AcuityAds, Geoscape, and People@ joined president of Portada Marcos Baer in the official launch of this new initiative, which gathers marketing, media & advertising professionals from different sectors and brings them together with their peers, allowing them to discuss key relevant issues and come up with creative solutions in an enclosed, private setting.

“Portada’s new approach featuring the Council System is an impressive new method for ensuring all the key issues are addressed by its conferences and delegates across industry groups,” commented César Melgoza, founder & CEO of Geoscape.

Each of the five units of Portada’s Council System had their first in-person meeting in the midst of Portada Miami, and they will gather again twice this year.

Portada’s Marcos Baer and People@’s Vanessa Angulo

“The Portada Council System is a unique forum for exchanging insights on the US Hispanic audience and advancing the state of consumer attention in partnership with the leading brand advertisers in the country,“ added Seraj Bharwani, Chief Strategy Officer at AcuityAds, who presented the official launch of the Council System at Portada Miami together with Vanessa Angulo, co-founder of People@.

Portada’s Council membership is an exclusive by invitation only experience. Members are selected from an elite group of brand marketing, tech and media thought leaders. To find out more about how Portada’s content and networking platform can help your brand’s marketing objectives, please contact Portada Sales Manager Isabel Ojeda.

Portada presents the highest level unit of Portada’s Council System: the Council of the Americas, a group of highly regarded C-level executives that share their enthusiasm for Marketing, Tech and Media in the Americas. The Council of the Americas also serves as an advisory unit steering Portada’s editorial output.

Marcos Baer, president of Portada, will chair the Council of the Americas, whose first in-person meeting will take place during Portada Miami (April 18-19, 2018, EAST Miami Hotel). 

The four objectives of the Council of the Americas are:
1. To provide U.S. and Latin American C-level leaders a platform for high level, informal gatherings.
2. To advance the marketing communications discipline as a key way to connect with consumers throughout the Americas.
3. To discuss major challenges and opportunities in marketing, tech and media.
4. To provide relevant input for Portada content (event programming, digital and print magazine communication).

Ricardo Arias Nath, CMO, PepsiCo Latin America
Andres Amezquita, VP Commercial Excellence, Latin America Stanley Black & Decker
Peter Amaro, VP, Raine
Marcos Baer, president, Portada (Board Chair)
Gonzalo del Fa, President Multicultural, GroupM
Ana Ferrel, SVP, Marketing and Corporate Communications, MasterCard
Adriana Bellinatti Grineberg, Regional Director, Panregional Latam, CENAM & Caribbean, Facebook
Bruno Lambertini, CEO, Circus Marketing
Alberto Pardo, Founder & CEO, Adsmovil
Julian Porras, Chief Executive, Latin America Omnicom Media Group
Juan Manuel Romero, CEO, Metro International
Juan Saldivar, CEO & Founder, SWS (Board Coordinator)
José Maria Sanabría, CEO, GroupM Latin America

Most Council of the Americas members will be available for one-on-one meetings with Premium Level ticket attendees of  Portada Miami on April 18-19.

Portada’s Council membership is an exclusive by invitation only experience. Members are selected from an elite group of brand marketing, tech and media thought leaders.To find out more about how Portada’s content and networking platform can help your brand’s marketing objectives, please contact Portada Sales Manager Isabel Ojeda.

For the tenth annual edition of Portada Miami we are kicking it up a notch or two :-). First, We are having our marquee Miami event in the brand new design hotel EAST Miami in Brickell, which will also be the setting for the official launch of Portada’s brand new Council System of more than 50 senior brand marketing executives from all over the Americas. Second, Portada Miami Premium Level Ticket holders will be able to meet Portada council members and other VIPs present at Portada Miami for one-on-one 10 minute meetings.

https://www.portada-online.com/events/PortadaMIami/

Expect the best content, fun interactive functions and great food and drinks in one of Miami’s best hotels! The forward-looking agenda will cover disruptive and innovative topics such as machine learning, VR, and data intelligence for more efficient marketing and more.

An additional attraction is the option we offer Portada Miami Premium Level Ticket holders to meet Council members and other VIPs present at Portada Miami for one-on-one 10 minute meetings. These include executives from companies including Anheuser-Busch, Allstate, ComCast, L’Oreal, JC Penney, PepsiCo, GroupM, Heineken, Starcom, MasterCard, Wilson and dozens more! Check out the list below, and fill out this online form with your choices! We will get back to you! Questions?  Reach out to Marketing and Sales Coordinator  Andrea Arizmendi.

  • Senior Marketing Manager, Latin America, Abbott Laboratories
  • VP Strategic Partnerships and Loyalty, Aeromexico
  • Director Consumer Marketing-Sponsorships, Allstate Insurance
  • Manager, Consumer Marketing, Allstate Insurance
  • Managing Director-Integrated Marketing, American Airlines
  • Head of Marketing West Region, Anheuser- Busch
  • VP International Sales, Avis Budget Group
  • E-Commerce Subdirector, Best Buy Mexico
  • Marketing Multicultural Champion, Coffee Mate, Nestle
  • Director of Media, Brand Strategy, Comcast
  • EVP, Endeavor (ING)
  • President Group M, GroupM
  • Global Marketing Communications Director, Grupo Bimbo
  • CEO, Group M Latin America
  • VP Marketing, Heineken
  • VP, Sales & Marketing, Caribbean & Latin America, Hilton
  • VP, Managing Director, Multicultural Brand Strategy, Horizon Media
  • SVP, Director Video Investment, Horizon Media
  • Regional Vice President Sales & Marketing Latin America & Caribbean, Hyatt Hotels
  • Managing Director, Intel Sports
  • Media Manager, JC Penney
  • Digital Marketing Director, L’Oreal Mexico
  • Sr. VP USA, Canada & Caribbean, ‎Latam Airlines Group
  • VP, North America Sponsorships, MasterCard
  • Managing Partner, Multicultural Lead, MediaCom
  • Regional Vice President Business Developement The Americas, Meliá Hotels Intenational
  • Senior Director, Multicultural, Moet Hennessy USA
  • Director, Marketing Strategy and Fan Development, NFL
  • Group Account Director, OMD Multicultural
  • Director of Business Innovation and Marketing, PepsiCo
  • CMO, PepsiCo Latin America
  • Head of Gatorade – Latin America PepsiCo 
  • Director, Publicis Group
  • Senior Marketing Manager, Hispanic Markets, Rent-A-Center
  • Head of Multicultural Marketing, Rosetta Stone
  • Brand Manager Latin America, Salomon Latam
  • EVP Managing Partner, Scout Sports and Entertainment
  • Board Chair at Athletics Department Stanford University
  • ‎SVP, Multicultural Lead, Starcom
  • VP Media Director, Starcom 
  • Marketing Director, Totto
  • SVP, Media Director, UM Worldwide
  • Head of Marketing Performance, Volaris
  • Managing Partner, Client Lead, Wavemaker
  • Business Manager Latin America, Wilson Sporting Goods
  • VP, Media Integration, Zubi Advertising

The above list will be expanded with additional major brand and agency players in the next few weeks. Questions?  Reach out to Marketing and Sales Coordinator  Andrea Arizmendi.

Portada’s Council membership is an exclusive by invitation only experience. Members are selected from an elite group of brand marketing, tech and media thought leaders.To find out more about how Portada’s content and networking platform can help your marketing objectives, please contact Portada Sales Manager Isabel Ojeda.