Tag

portada miami

Browsing

What: Marketing disruptors and innovators shared insights on the advance of marketing technology in Latin Markets at Portada Miami on April 12. Here are some of the takeaways that you missed.
Why it matters: In its twelfth annual edition, Portada Miami gathered over 100 decision-makers involved with major brands across all sectors, and provided a space for top quality networking and knowledge-sharing.

 

 

Rappi’s Carlos Leal and The Shipyard’s Kate Canel

This fragmented, hyper-connected world forces us to adapt to the new trends as soon as they appear. And even though data, the blueprint of this ship we’re all on, is there to guide us through the process, the fact is there’s too much of it available to even comprehend.

Technology is an enabler, but it demands early adoption. As demonstrated throughout the Portada Miami series of talks and panels last Friday, tools like AI are here to help, but there are barriers that have kept certain markets behind. However, both brands and service providers are getting ahead, and it is precisely spaces like Portada Miami that allow collective knowledge to grow.

Ana Laura Acevedo and Latam Airlines’ Pablo Chiozza at the Travel Marketing Board private meeting

During the private activities of the Portada Council System on Thursday, three of the council units, the Travel Marketing Board, the Americas Board, and the Brand Star Committee Latam discussed relevant topics like social media’s evolving role, knowing your customer in a multi-channel world, digital organization, brand differentiation, and strategic video use. Right after the meeting, Travel Marketing Board Ana Laura Acevedo, SVP, Marketing & Business Development at RCI Latin America, sent an email to her team to put in practice an idea that had come to her while talking to her peers.

Portada Meet-Up

Attendees could network with members of the Portada Council System the day after, and listen to the brilliant speakers on the Portada Miami agenda, who also discussed the role of the city and its future as a marketing hub. At the Portada Meet-Up session, ticket holders held one-on-one meetings with brand and agency executives of their choice. Here are some of the key takeaways of the #PortadaMIA panels.

 

 

 

“Contextual relevance is what earns you the right to engage with the multicultural consumer. We use data to vet that environment or content.”

(Ana Crandell, Group Account Director, OMD Multicultural)

 

 

“Have very clear goals and objectives, stick to your strategy and plan, and know it takes time to reach your objectives.”

(Christine Esteve, VP E-Commerce, Carnival Cruise Lines)

 

 

“Performance is something that has a very clear outcome. Make sure to understand your consumer, don’t do content for content’s sake.”

(Andrés Amezquita, VP Digital and Commercial Excellence, StanleyBlack&Decker Latin America)

 

 

“As marketers we need to understand consumers and identify what the barriers and frictions are, and only then look at how technology can help.”

(Andres Polo, Global Head of Innovation & Strategic Partnerships Marketing, Visa Inc.)

 

 

“The online consumer today is not determined by demographics but by their interaction with digital. “

(Carlos Leal, Marketing Director, Rappi)

 

 


“We started from the premise that especially in Latin America, when you really love something, you live it.”

(Carlo Espinoza, Senior Marketing Manager, Latin America Beverages

Pepsi)

 

 

“The diverse Miami workforce reflects what the United States will look like in years to come.”

(Joseph Roisman, EVP, Perry Ellis International & Jaap Donath, Ph.D., Senior Vice President, Research & Strategic Planning, The Miami-Dade Beacon Council)

 

 

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!

 

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.

 

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).

The Top-Notch Agenda Includes

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

 

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 excited to announce that Eric Melis, Sr. Marketing Director – LATAM Beverages at Pepsico is joining the Portada Americas Board, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Miami, on April 11  at Miami’s East Hotel.

Eric started his career in the marketing industry 21 years ago. Although he spent a couple of years working for Kraft Foods and Phillip Morris Intl, Eric developed and continued building most of his expertise in marketing while working at Pepsico.

His roles have varied during that time span from brand management roles at a single market to category and multi-category roles in multimarkets to his current role, where he leads the soft drink category for the Latam region.

He had the privilege to work as well within bottling operations in Venezuela and Mexico, which has helped him in building a better understanding of the business overall.

Eric was born and raised in Caracas, Venezuela. He is married with 3 wonderful children. He is passionate about American and European football and loves long-distance running.

Welcome, Eric to Portada’s Council System!

What: As the perfect opening for this year’s edition of Portada Miami, CNN en Español partnered once again with Portada in its second thought leadership breakfast for multicultural markets. Panelists included Isabella Sánchez, VP, media integration at Zubi Advertising; Ana L. Soto, National Media Manager at JCPenney; David Mesas, VP, Business Development at Geoscape; and Jessica Román, VP, Media Director at Publicis Groupe.
Why it matters: With multicultural consumers representing an increasingly important percentage of the U.S. population, media buyers and vendors need to be very aware of where ad dollars should go, as well as really understand the process of media buying according to what’s happening in the marketplace.

“CNN en Español is at a pivotal moment right now,” said Cathy Reyes, CNN en Español’s Programming VP, to welcome the attendees to the Miami Thought Leadership breakfast. As Reyes told the audience how surreal it seemed to her that now CNN en Español is being measured by Nielsen, a feeling of pride and accomplishment permeated the room, which, to say the least, was packed. The network had been working hard for years and, as Cathy Reyes pointed out, it finally reached that dream. “We’re the most trusted brand in news,” she shared. “We have more spending power in our key demo than other Spanish-language networks including broadcast, and we overindex in Hispanics that have graduated from college.”

To open the conversation about what matters in media buying & planning, Xavier Serbia, anchor of CNN Dinero, moderated a panel of premium speakers including Zubi Advertising’s Isabella Sánchez, JCPenney’s Ana Lucía Soto, Publicis Groupe’s Jessica Román, and Geoscape’s David Mesas. One of the panels main questions was how to deal with the nuances of multicultural markets, to which they punctually answered that, far from being black and white, there are dangers in segmenting the market. “When there are nuances, there’s the danger of being too obvious, of seeming that you’re mocking people,” commented Jessica Román. “The creative part of how stories are told is very important, you can’t take all Latinos and put them in one bucket because that’s not real. Within segments there are so many dialects, so many ethnicities, that sometimes we need to ask ‘What are the commonalities? What are the passion points?’ Those can live across segments and you can start building from there.”

In the era of data, it’s easy for brands and agencies alike to lose sight of what really matters. “I feel like it’s very important to get guidance from the agency because as a client you’re also managing your first-party data that’s telling you about the consumer’s behavior, so having guidance from the agency to translate all this actionable snippets of research is very important in the case of my experience,” pointed out Ana Lucía Soto. “My decision process is: my audience is highly multicultural, that’s the reality of the population, although we have total market clients, we do recommend that population is highly multicultural and we need to make changes to address this population.”

Within segments there are so many dialects, so many ethnicities, that sometimes we need to ask ‘What are the commonalities? What are the passion points?’

 

 

 

But how do you know what data you need to address this market? In the words of Jessica Roman, “It’s not data for the sake of data, it has to be quality data that we’re going to take with a grain of salt, because data is not going to be your bible; it’s what you use to help you make informed decisions.” Technology is taking us to never-before seen places, and it’s making possible what we could have only dreamed of a few years ago. When asked by an audience member about the future of media and where we’re headed, David Mesas put as an example the technology that allows a television to detect when a mobile device is in front of it and later track purchases made after watching a commercial. For Mesas, the key is in sales attribution: “If you have internal data, that’s where you start. First you understand your customer’s profile, then you segment and find others like that. But now there’s technology that can attribute every purchase whether online or at a store, and that’s where I see it going.”

As much data as there is, we need to be careful about not losing the pure common sense that goes with logic. Data can tell you a lot of things, but we have to step back and look at where it’s coming from.

Perhaps the key takeaway of the panel, as it also happened during the Portada Miami conferences, was that evolution is a crucial part of the future. “Everyone has to evolve, whether that be a digital platform or a traditional TV network,” asserted Isabella Sánchez. “Those that evolve are the ones that are going to survive, and I think data and information is just gonna keep coming in and we’re gonna have to decide how to use it. As much data as there is, we’re gonna have to be careful about not losing the pure common sense that goes with logic in terms of when we evaluate things, when we make decisions… Data can tell you a lot of things but we all have to step back and look at where it’s coming from.”

As a final note to this second thought leadership breakfast, Cynthia Hudson, SVP and Hispanic Strategy General Manager at CNN en Español, concluded by reminding the audience that her network is special precisely because “We produce content every day live, and we do everything, because news is not just politics, it’s not just Donald Trump, and it’s not just a bombing in Syria. It’s everything, it goes from lifestyle (we have that content) to entertainment content, to medical content, to cultural content. We are open to business and I say it in a big way.” As Cathy Reyes said to present the panel, it’s a great moment for CNN en Español. To be continued…

 

 

 

Portada and CNN en Español have partnered for the Thought Leadership Breakfasts for the Multicultural Market Series in New York, Miami and Los Angeles:
May 10, Los Angeles, Loews Hotel Santa Monica. Topic: Hispanics Continue to be the Largest Ethnic Minority in the U.S. Today! Are Brands and Marketers still Taking this into Account?
If you wish to attend any of these breakfasts and are a media buying executive at an agency or a client-side brand marketing executive, please contact Andrea Arizmendi.

At Portada Miami, we asked our premium attendees to tell us more about where they see marketing going now that technology is bringing the future to us. Henry Zamarripa and Vanessa Angulo, representatives of Portada’s partners Oath and People@, were two among our respondents.

Last Thursday, over 200 marketing executives got together at the East hotel in Brickell for the tenth consecutive edition of Portada Miami. Our attendees were able to hear forward-looking panels, witness the official launch of Portada’s Council System, and network with their peers while enjoying drop-dead views of the city.

In the midst of all the excitement, we had the opportunity to talk to Latin American brand leaders like José Camargo, E-Commerce Subdirector at Best Buy Mexico and member of Portada’s Brand Star Committee, who told us “This is a great opportunity to discuss concepts around the Hispanic markets. We need to find a balance between branding and performance, and I think marketing is moving towards the concept of experiences. Discussing these concepts at the Committee is very enriching because of the various industries represented there.”

Marketing is moving more towards the concept of experiences.

 

For Henry Zamarripa, Latin American Sales Director at Oath, one of Portada Miami’s premium partners, the future of marketing is all about digital. “Digital marketing is one of the industries that evolve more quickly,” he pointed out. “Programmatic has taken a fundamental role in media buying strategies, and I think we’ll be moving more and more towards AI. AI has evolved and matured, and we’ll adopt this technology with great strength.”

We’ll be moving more and more towards AI.

 

 

One of the key takeaways of Portada Miami was that we need to evolve to survive. “Marketing has changed a great deal in the last years. It used to be very static, but now with the advent of digital, marketing directors of the previous era need to study, get updated and ready,” commented Vanessa Angulo, co-founder of People@. “We need to be aware that if we don’t change, we are left behind. Sadly, many are already behind.”

If we don’t change, we are left behind.

 

What: Former Golden State Warriors president and current Miami Marlins president of business operations Chip Bowers discussed the team’s challenges with Scout Sports managing partner Michael Neuman at Portada Miami last week.
Why it matters: The Marlins are facing a huge rebuild, and have decided to look outside of baseball for a blueprint.

The acquisition of impact the new-look Miami Marlins (@Marlinsmight not only be coming through the trades of All-Stars like Marcell Osuna and Giancarlo Stanton, it may be coming through of all places, the World Champion… Golden State Warriors (@warriors)?

That might sound strange to baseball fans and the Marlins faithful, but from a business perspective the leadership team, starting with Derek Jeter, went outside the organization, and outside of baseball, to bring in former Warriors president Chip Bowers to turn the fortunes of the business side of the team around, and most importantly, get a club that had lost touch not just with the South Florida community but with the baseball-loving and growing Latino community, back in the fold.

Bowers believes that best practices he has experienced at Golden State and other places, combined with a fresh start for the Marlins brand and a unified sense of communication strategy, will lead to brighter days ahead

Bowers, just a few months into the job, made one of his first public appearances this past week at Portada Miami, when he sat down with and Portada Sports board member and Executive Vice President, Managing Partner, Scout Sports and Entertainment (a division of Horizon Media) Michael Neuman to talk about the challenges and the opportunities that lie ahead for their franchise and for baseball in general in South Florida.

Marlins Park (Flickr/Roberto Coquis)

“Our goals are pretty clear,” Bowers said before a packed ballroom of brand marketers and agency heads at the East Hotel Thursday morning. “We need to build trust, align with right partners, make bold promises, and deliver on what we say.” A good part of that trust, he added, will have to come in the Latino community not just in South Florida but across the Americas, a community that has become disillusioned with the former ownership group, and has also raised a few eyebrows as the current group has started their reorganization that included trading away of some of the teams veteran Latino stars.

Still with all that in mind, Bowers believes that best practices he has experienced at Golden State and other places, combined with a fresh start for the Marlins brand and a unified sense of communication strategy, will lead to brighter days ahead, and those days, at least from a marketing standpoint, are already underway as the first part of the MLB (@MLB) season gets cranking.

“We have such a diverse fan base here in South Florida that the possibilities to engage and grow our presence at all levels are very strong,” he added. “However coming with that opportunity is the reality that we have to market to a Puerto Rican audience differently in some ways than a Cuban audience, or a Dominican audience a little differently than a Mexican audience. The commonality is the baseball experience. That’s what we need to exploit.”

Bowers pointed out that the outreach in Miami and the surrounding communities isn’t much different than what the Warriors did with ethnic groups in the Bay Area, even before the team rose to the on-court heights it is experiencing now. “We saw from our data, and from our community work, that we had great numbers of Latinos, Chinese, Mexicans, Koreans, who were fans of not just basketball but of the Warriors themselves, and we had to find ways to market to those communities. It took time but we found programs and brand partners that made sense, and the result was a brand impact not just at our games, but back in the communities abroad where those fans resided originally. They communicated that affinity to friends and relatives in countries around the world, and as a result, we (The Warriors) built a global fan base that has come along with the team for years, and continues to grow and present new opportunities for all those associated with the team.

Subscribe to Portada’s daily Sports Marketing Updates!

Like at Golden State, Bowers sees the same opportunity for the Marlins, especially given the proximity to so many Latino countries who love baseball, and the brands associated with the sport. “If we deliver we can become Latin Americas team, he said. “We can bring an all-encompassing multicultural multiplatform experience that will expand baseball’s reach beyond what it is today.”

That effort of course starts in South Florida, and involves rebuilding the trust with disenfranchised fans and businesses. The bad news is apathy was high the last few years. The good news is there is only one way to go; up. With that upward rise are great opportunities to create low cost, high impact partnerships and ticketing programs that will have casual fans embracing the Marlins as a lifestyle brand off the field as the transformation on the field takes shape in the coming years. It may be a bit slow and bumpy across the summer of 2018, but the long term outlook, Bowers added, can be very bright.

“We have a unified vision and an aggressive stance that is telling everyone we are open for business and want to find ways big and small to work with you,” he concluded. “Now we have to make sure we stay focused, aggressive and deliver on what we can control, and what we say we are going to do. I’m as excited for this chance as any I have had in my career, and the turnaround here is already underway.”

The turnaround, and the track record of the new Marlins President is good news not just for South Florida baseball fans, but for MLB and its legions of brand marketers that are looking to embrace the sport either again or for the first time, not just in Miami but throughout Latin America.

While the All-Stars on the field develop, the Marlins business side will look to be scoring on their own, and with a new vision and an aligned mission, wins in business should be in the offing.

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.

At Portada Miami, over 300 brand leaders and decision makers gathered to hear our outstanding speakers and witnessed the official launch of Portada’s brand new council system. With topics ranging from payment systems and connected cars to out-of-home advertising, marketing in Latin America, and esports, attendees received a varied and complete glimpse into the future of marketing.

After months of organization, Portada Miami took place on April 19 at the exclusive East Hotel in Brickell. Over 300 executives got together last Thursday for the carefully curated list of conferences that opened with Mexican innovator and CEO of TelePay Patrick Becker‘s talk titled The Payment Systems Revolution. What can marketers learn from the advance of new payment systems? How do new payment systems change the approach to e-commerce and traditional POS systems?

 What is next is ‘back to the future’: connecting with consumers in an impactful way will never go out of style; the question is how you do it.

After the official launch of Portada’s brand new Council System, attendees heard about the perspective of César M. Melgoza, CEO & founder of Geoscape, recently acquired by Claritas, on data-driven digital and mobile advertising. “What is next is ‘back to the future’: connecting with consumers in an impactful way will never go out of style; the question is how you do it,” said Melgoza.

Other talks on technology included a panel on connected cars, the new technology that’s being used by car rental companies such as Avis Budget Group. Ricardo Casco, from Global Sales and Integrated Marketing Strategies at Avis Budget Group, introduced this emerging technology as a means to build loyalty from the foundation.

Attendees could also get a good idea of the future of marketing in Latin America thanks to two interviews conducted by Portada. First, president of Portada Marcos Baer interviewed Ricardo Arias-Nath, CMO of PepsiCo Beverages Latin America, to get his views on how marketing strategies should adapt to the new realities of the Latin American consumer. “Online subscription models are changing marketing. Brands of the future have to be top of mind or top of algorithm,” Arias-Nath asserted. Later, Portada’s head of content Janet Grynberg asked CEO of GroupM Latin America José María Sanabria about the firm’s new panregional approach. About this, Sanabria pointed out that “Advertisers should stay in Miami; it makes a lot of sense to see the region as a whole.”

What we’ve got to do is build content around our players, give them a voice.

The audience of Portada Miami also had the opportunity to listen to interesting discussions on passion-point marketing (e.g. sports and travel), like the talk between Chip Bowers, president of the Miami Marlins, and Michael Neumann, EVP, MD, at Scout Sports and Entertainment. In this conversation, Neumann asked the Marlins’ new president of business operations about his plans to further the Marlins’ quest to re-engage and expand baseball business in the diverse South Florida market and beyond after joining the team from the reigning NBA Champions Golden Gate Warriors. “Fans have an understanding and appreciation of players as much as they do of brands,” said Bowers. “What we’ve got to do is build content around our players, give them a voice.”

For a talk on soccer in the U.S. and Latin America, Jan Gerits, MD of Transformation Latam at Omnicom talked to Jill Leccia, Senior Marketing Director at Gatorade Latin America. They discussed exciting initiatives like 5v5, which encourages young soccer players in 25 countries to pursue their dream of becoming football players.

In an interesting mix of technology and passion-point marketing, attendees witnessed an exciting discussion on eSports and gambling, which generated a great response from the audience. Even though for some the idea of watching an eSports tournament sounds weird and even boring, Ben Spoont, founder & CEO of team Misfits, and Chris DouganHead of North America Communications, Genius Sports recommend all skeptics to go watch the content before thinking it’ll be boring. “In all of esports, the fastest growing market is Latin America. The engagement for new fans is really off the charts, and working with the MiamiHEAT will help that market grow in Florida,” stated Spoont.

Online subscription models are changing marketing. Brands of the future have to be top of mind or top of algorithm.

Later in the day, members of Portada’s travel marketing board, including chair of the board Trip Barrett, head of Travel Marketing content, addressed the difficult problem executives in the travel industry have to face when customers go through the elite status threshold. How do you keep them from turning to the competition? Alan Duggan, Regional VP, Business Development at Meliá Hotels and Álvaro Valeriani, Regional VP, Sales & Marketing Latam & Caribbean at Hyatt Hotels, were guided by Barrett through this discussion to try to solve the problem.

Finally, Valentín Bueno, CEO of Latcom, talked to Carlos Martínez, president of Fox Networks Group Latin America, about the revolution of out-of-home advertising. Technology is revolutionizing the way OOH media can reach consumers; Bueno and Martínez presented the case of Fox, one of Latcom’s successful case studies.

In conclusion, Portada Miami attendees had the opportunity to listen to the voices in charge of the future of marketing and innovation. From the way technology determines new ways to create loyalty and master trends like e-commerce and esports, to how sports are a means to fuel young dreams and help them get to the top, there was a feeling permeating the air that the future is already here, and Portada Miami was the best place for the right people to start discussing how to tackle it. All this without saying, the view was to die for. Are you regretting not being there? You’re still on time for Portada LA on May 10!

What: South Florida based eSports leader Ben Spoont will speak at Portada Miami.
Why it matters: The Miami Heat partner will discuss how eSports is bringing value to existing traditional professional sports teams.

Joe Favorito, chair of the Sports Marketing Board, has prepared a background piece on speaker Ben Spoont and the topic he will be discussing at Portada Miami. To join the conversation with him and all our other speakers, register here!

Ben Spoont (@benspoontis the co-founder and owner of Misfits (@misfitsgg). The Misfits organization owns teams that compete in League of Legends, CounterStrike: Global Offensive, Overwatch, Hearthstone: Heroes of Warcraft, as well as participating in the game Super Smash Bros.

The parnership… associated their young and growing brand with the iconic one of the Miami Heat.

In 2016, Misfits (cofounded by Spoont with Syfy Channel founders Laurie Silvers and Mitch Rubenstein) partnered with the Miami Heat, becoming the NBA franchise’s foray into eSports and gaming.

The partnership was groundbreaking as it gave Misfits resources into the traditional sports world, assisting with merchandise development, marketing, digital, sponsorship, ad sales, and activation as well as associating their young and growing brand with the iconic one of the Miami Heat.

Spoont, a Duke grad, will be part of the panel on April 19 in Miami which will take the audience through the growth of eSports and help explain the great brand value that professional teams are bringing to eSports while exposing a legacy NBA brand to a new and diverse, and younger, audience.

Portada Miami attendees will get to learn how the world of the NBA and the world of gaming have come together, straight from one of the most influential people in such a unique partnership.

 

 

 

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!

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.

What: Genius Sports Group Communications Director Chris Dougan will be one of this year’s speakers at Portada Miami. He will discuss Gaming and Gambling with Ben Spoont at the EAST hotel on April 19.
Why it matters: This is one of the topics that are changing the future of sports marketing. There will be plenty of questions moving forward as more entities, particularly in the U.S., embrace legal gambling on sports and eSports.

Joe Favorito, chair of the Sports Marketing Board, has prepared a background piece on speaker Chris Dougan and the topic he will be discussing at Portada Miami. To join the conversation with him and all our other speakers, register here!

The buzz words in sports business, not just in the U.S. but around the world, are gaming, eSports and gambling. As sports gambling becomes closer to a reality not just in North America but in other countries, including those in Latin America, how will the consumer be protected and the games stay safe? And how will data protection, and even gambling play a role in eSports?

At the center of all those discussions is Genius Sports, the world’s fast-growing leader in data protection around professional sports. Based in London, Genius (@geniussports) works 24/7 to make sure the data for some of the world’s biggest leagues, from the Premier League to Major League Baseball and the PGA Tour, are safe and secure. And as eSports becomes more valuable, Genius Sports work will take them deep into working with the biggest gaming companies to again make sure all data is secure and protected.

Helping lead the charge for Genius, not just in the U.S. but in Latin America as well, is Chris Dougan.

Dougan will explain the value of data protection, the scope of the gaming and gambling industry, and how companies will work to protect brands.

Dougan is the Group Communications Director for Genius Sports Group, with responsibility for developing and implementing the global corporate communication, marketing and public affairs strategy. He spent his early career at MGM Studios before moving into ballot measures and issue advocacy work. For over fifteen years, Dougan has specialized in managing integrated public affairs, strategic communications and issue advocacy campaigns on behalf of highly regulated sectors. He has planned and executed multiple campaigns across the US, EU, and EMEA region on behalf of national governments, institutions, and multinational corporations.

Since joining Genius Sports Group in 2015, Dougan has driven stakeholder engagement efforts and leads the US advocacy program by providing senior counsel to C-suite executives, opinion leaders, regulators and politicians. Outside the US, he has helped extend the Group’s reach into emerging markets by leading the debate on regulation and positioning the organization at the forefront of sports betting policy initiatives.

On April 18 at Portada Miami, Dougan will explain the value of data protection, the scope of the gaming and gambling industry, and how companies will work to protect brands, players, broadcasters and fans from catastrophic business failures tied to illegal activity in the space.

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!

[featured image: Courtesy ESL, Fortune. Streaming of eSports event in Katowice, Poland]

Portada Reveals Its Expanded Sports Marketing Board of Senior Brand Execs. Their input will drive Portada’s content and networking platform.

Joe Favorito, who has had over 32 years of experience in communications, marketing and digital and social content, will chair Portada’s expanded Sports Marketing Board. The first Sports Marketing Board in-person meeting will take place during Portada Miami (April 18-19, 2018, EAST Miami Hotel). 

The group of senior sports marketing executives who are very passionate about the strength of soccer and sports content throughout the Americas includes:

John Alvarado, VP Brand Marketing, Crown Imports
Shawn Bryant, Managing Director, Intel Sports
Ward Bullard, Board Chair of Athletics Department, Stanford University
Ed Horne, EVP, Endeavor Global Marketing, Endeavor
Jorge Inda Meza, Marketing Director West Region (CA, NW, AZ, Hawaii), Anheuser- Busch
Daniel Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance
Michael Neuman, EVP, Managing Partner, Horizon Media
Felix Palau, VP Marketing, Heineken
Mike Tasevski, Vice President, North America Sponsorships, MasterCard

Additional senior members of this invitation-only community of senior sports marketing executives will be announced soon.

Most Sports Marketing Board members will be available for one-on-one meetings with Premium Level ticket attendees of Portada Miami on April 18-19.

“Portada as a media platform is always looking to cover and engage with key growing demos in the marketplace, and in sports, there are perhaps no faster-growing areas that we see as underserved as soccer and the business in and around engaging the Latino community,” said Marcos Baer, Portada president. “We are very excited to tell more of the stories around these two key areas as well as other niches in sports business, which we know will be very intriguing not just to our current readers, but to a new growing audience looking for more content on our events and digital platforms.”

To find out more about Portada’s content and relationship platform can help your brand, please contact Portada Sales Manager Isabel Ojeda.