It is a first. The winner of the 2014 Portada Top Content Provider to Hispanic Audiences Award went to Kellogg’s Dias Grandiosos digital platform. For the first time in its 7 year history the Award goes to a company that is not a traditional media company but to a company whose main business lies in the production and marketing of cereals and convenience foods. The pros and cons.
Nydia Sahagun, Group Manager Brand Marketing – Multicultural at Target, is one of the major winners of our recent #Portada14 Annual Conference. Nominated by and voted for by her peers of thousands of professionals in the Marketing and Media sector, Sahagun won the prestigious Award of “Top Marketer to Hispanic Audiences”. We asked Sahagun on what it takes to be a good marketer particularly as it relates to the multicultural and retail marketing space.
#Portada 14 attendees were very interested in a panel about programmatic media that was presented by Yahoo!.Programmatic Media Buying which concentrates on buying audiences, rather than inventories, on a real time basis through electronically connected exchanges, is expected to surpass 50% of the digital display buying volume in the general market this year. Is this also the case for the Hispanic market?
#Portada14 participants had the privilege of attending to a presentation by major retail marketer JC Penney: “How JC Penney markets to the Latina Brand Muse”. Ana Lucia Soto, Media Manager, JC Penney and Lyris Calisto Leos, Brand Marketing Strategy Director at JC Penney explained how JC Penney is restructuring its marketing organization based on its recognition of the Latina consumer as a brand muse who is JC Penney’s main growth driver.
Last week’s #Portada14 (Portadas’ Hispanic Music and Entertainment Marketing Conference and the 8th Annual Hispanic Advertising and Media Conference ) was a “terrific” event , in the words of many attendees with amazing content and great networking opportunities. DOWNLOAD the presentations of many of the speakers below!
Aaron Kushner, CEO of Freedom Communications, said that he will evaluate “in the next few weeks” whether the Los Angeles Register can have a viable future as a daily. The Los Angeles Register was launched in April of this year in the Los Angeles, CA, market, where it competes with other dailies including the Los Angeles Times.
The use, or misuse, of Social Media by celebrities was at center stage during the opening panel at #Portada14
#Portada14 kicked off with the Hispanic Music and Entertainment Marketing Forum in New York City’s Scholastic Auditorium. One of the most striking insights obtained by attendees was when Camila Suarez, Head of Endorsements at LatinWe.
Attendees of the Hispanic Music and Entertainment Marketing Forum, which kickstarts #Portada14 this Wednesday Sept. 17 in New York City, will be able to meet the members of Bachata Heightz, courtesy of Batanga, and understand what the Dominican Republic rooted and urban influenced Bachata genre is all about. What’s more they will be able to hear Bcachata Heightz sing their popular single “Dime Porque”.