soga- Creative Commons 1It 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, see box below,  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.

Winner  of Top Content Provider to Hispanic Audiences Award

2008Sección Amarilla
2012Telemundo Media
2013Mamas Latinas’ QueMas
2014Kellogg’s Dias Grandiosos

That Portada’s audience of thousands of marketing, media and advertising executives voted for the Kellogg’s Dias Grandiosos nomination  -as well as for nominees in 9 other categories  reflects the ascent of Corporate owned Media  not just in Hispanic Marketing but in the life of every consumer.  Practically every Fortune 1,000 company now has a content marketing strategy in place where its own media plays a strong role. As they have for a long time, major marketers continue to work with the POEM model: Paid, Owned and Earned Media. However “Owned” and “Earned” have  been lately growing  at the expense of Paid Media (Traditional Advertising).

For traditional media properties, especially when they are supported by consumers who pay for a subscription, truthfulness and accuracy in reporting lies at the very core of their content strategy.  Can the same be said about media properties owned by a major CPG or automotive company, whose ultimate goal is to “sell product”?  The majority of large  companies in the Hispanic market have their own media properties (e.g. Kellogg’s Dias Grandiosos, P&G’s Orgulllosa or General Mills Que Rica Vida).

Corporations and agencies are redefining the journalistic practice and hiring many journalists. But will a marketer, whose ultimate goal is to push product, produce credible content like traditionl media properties have done for decades?

Removed Boundaries

Top Hispanic Content Provider
Christopher Rivera, Associate Director,Multicultural at Kellogg Company and Lee Vann, CEO, Captura Group receiving the Award at #Portada14

It is through the Owned Media component where the traditional boundaries between Editorial and Advertising get blurred; in fact, removed. The key question lies on whether the trust of audiences in mass media, and the advertising ecosystem that supports it, will be broken by the above cited rapid increase in corporate owned media properties.

The above cited companies and the content marketing agencies that work with  them have a difficult task at hand when they try to gain the credibility of their target audiences. They can count with a wealth of resources in the form of modern digital marketing techniques.  Last but not least they are redefining the journalistic practice and hiring many journalists. Many editors and reporters who were previously employed by classical media properties have been hired  by major client side marketers and their agencies. Their demand for journalistic skills has risen tremendously.  As Wired’s Editor in Chief Scott Dadich said at a recent Portada event: “There has never been a better time to be a journalist.”

Time will tell whether Marketer owned Mass Media is stretching the rope of consumer trust too much.  Ultimately, and that’s a good thing, the consumer will decide what is trustworthy and what isn’t. After all, a better choice for consumers is just one click -or mobile phone tap- away.

Get the  HISPANIC CONTENT MARKETING REPORT: Sector to grow to US $3.51 billion by 2018 (Portada Premium Report)

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:  What are, in your opinion, the main features a good marketing executive should have?

BANNERS SECCIONES FINALNydia Sahagun, Group Manager, Brand Marketing – Multicultural, Target.: “I think successful marketers are thought leaders who stay abreast of trends in the marketing industry and their respective field. They apply their expertise to quickly respond to the changing landscape while leveraging trends, insights and cultural shifts to inform their vision when others don’t see it. And while they’re relentlessly creative and curious, they’re also business savvy.”

Which are the features of a good multicultural marketer?
“As a multicultural marketer, I believe it’s important to lead through insights and expertise while serving as a teacher and coach. Because success doesn’t happen overnight, it’s also important for leaders in this space to build trust, recognize movement and celebrate the wins.”

As you plan for 2015, what are Target’s main marketing objectives when it comes to the Hispanic market?
“We’re focused on creating a more meaningful conversation with our Hispanic guests to drive engagement and build brand love while also recognizing their impact and influence on the total market. Our objectives will address our need to continue to evolve as the needs of our Hispanic guests evolve by offering an exceptional brand experience, supporting local communities, and providing a relevant in-store and online experience.”

 We understand you spent most of your career in retail marketing, to what extent is retail marketing a discipline in itself distinct from overall marketing?

Nydia Sahagun with Marcos Baer, publisher of Portada
Nydia Sahagun with Marcos Baer, publisher of Portada

N.S.: “The retail industry can be extremely fast paced. Whether you’re in consumer packaged goods, quick service restaurants or retail, it’s critical to keep your consumer at the core of everything you do and stay abreast of industry insights, trends and cultural shifts.”

One of the most notable shifts I’ve seen in the multicultural space in recent years is moving from a translation-based approach to a total market approach.

Since you started your career, what has been the most remarkable change in the marketing/advertising/media sector because of the way it impacts your work?
N.S.: “One of the most notable shifts I’ve seen in the multicultural space in recent years is moving from a translation-based approach to a total market approach. At Target, we recognize that the Hispanic market is complex and has a great influence on the total marketplace. And this notion is infused in everything we do. One example is our “The Adventure Begins Here” campaign, which was set to the lullaby “Clap Your Hands.” It included lyrics in both English and Spanish, and featured real families that helped provide an authentic depiction of the emotions parents feel when they successfully wrap their first diaper or make it through bath time unscathed. In addition, Target also was the first retailer to air a Spanish-language spot during the GRAMMYS.”


CHECK OUT: JC Penney’s Lyris Leos: “The best career advice I’ve ever received is Get out of your own way!”

#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?

Gina Mistro, National Account Director US Hispanic at Yahoo!, Karina Dobarro, VP Managing Director Multicultural Brand Strategy at Horizon Media and Guillermo Abud, VP Digital Director at MediaVest-MV42 Multicultural, provided answers to the above and other questions. The panelists agreed that as brands expand into programmatic buying in the general market, they also do so for the Hispanic segment. This is definitely what Horizon Media’s Karina Dobarro who buys media for brands including Burger King, Vonage, Capital One, is seeing.

Yahoo’s Gina Mistro, Horizon Media’s Karina Dobarro and MV42’s Guillermo Abud during #Portada14

MV42’s  Guillermo Abud noted that  “although receding, the main challenges for programmatic media buying’s progression in the U.S. Hispanic market are a relative lack of education in the Media and Marketing community abut the ins and outs of programmatic buying; lack of transparency; and difficulties in determining whether a targeted consumer is really Hispanic. Another relative obstacle, that if surpassed could make programmatic buys more efficient is that, according to Abud, “Very few brand marketers share their data. Maybe between 5% and 10%.”

Yahoo’s Gina Mistro said that the expansion of programmatic buying implies a changing role going forward for both media sales and agency executives. Media sales representatives will evolve more into a consulting and post-campaign analysis role.  While Agency executives will establish the parameters they provide to the media buying desks, and be less involved in the administrative aspects of the media buy.

Very few brand marketers share their data. Maybe between 5% and 10%.

What will be the next trend in programmatic media?

According to MV42’s Abud it will be “Addressable TV”. Adressable TV technologies allow advertisers to selectively segment TV audiences through cable, satellite and Internet Protocol television (IPTV) delivery systems and set-top boxes (STBs). This enables marketers to serve different ads or ad pods (groups of ads) within a common program or navigation screen. Segmentation can occur at geographic, demographic, behavioral and (in some cases) self-selected individual household levels.


Read about Starcom’s Marla Skiko on Hispanic programmatic buying.

#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.

Cesar Sroka, Group Account Director, OMG
Cesar Sroka, Group Account Director, OMG

“The Latina Muse has become a priority perspective for JC Penney”, said Cesar Sroka, Group Account Director, Omnicom Media Group, the agency that buys and plans media for JC Penney. Sroka’s assertion was confirmed by  two major executives in JC Penney’s marketing team:  Ana Lucia Soto, Media Manager, JC Penney and Lyris Calisto Leos, Brand Marketing Strategy Director,  JC Penney.

Leos and Soto highlighted two key features of the Latina Muse. “She is image driven and confident.” Both characteristics play into JC Penney’s fit strategy and messaging towards Hispanic women.

Leos explained that as Brand Strategy Marketing Director she is embedded in JC Penney’s overall marketing organization, which promotes the retailer in the United States, Mexico (border cities to promote traffic into Texas and California retail locations) and  Puerto Rico.

Media Manager Ana Lucia Soto highlighted that as a member of the National Media Team she is in charge of the Total Market Strategy which she approaches with a “multicultural lense”. Soto added  that she oversees JC Penney’s overall TV buys and applies a Hispanic lense to these buys.

Successful Soccer World Cup efforts…

The audience showed interest in the genesis of JC Penney’s widely publicized “Soccer for Girls” campaign during the last World Cup which was specifically targeted towards Women.The JC Penney marketing executives shared the below Campaign Objectives and Results:

…The objectives…

  1. “Relaunch the JCPenney brand in the Hispanic market to drive awareness of the “When it Fits, You Feel it” brand promise”
  2. “Increase consideration and purchase intent (for current as well as new customers) in the Hispanic market”
  3. “Engage with our customers in a meaningful context, and increase fan base by 20%”

…and the results. 

JC Penney's Ana Lucia Soto and Lyris Leos
JC Penney’s Ana Lucia Soto and Lyris Leos

According to Soto and Leos JCPenney’s “Soccer is for girls” campaign outperformed all previous campaigns in terms of brand health metrics, garnering high social media engagement due to its unique message during a typically male-focused advertising timeframe. Based on shares data as well as a pre/post brand tracking data conducted by Hall & Partners, JCPenney’s rebranding campaign has shown significant impact based on the following four objectives.”

1. Purchase, Consideration and Persuasion increased

– During this period, JCP Hispanic customers over-indexed other customer trips and over-indexed in customer spend
– JCP’s Hispanic customers over index as part of their total new customer base.  During campaign weeks, JCPenney also saw a lift over pre-campaign weeks in Hispanic customers that stopped shopping them within the last 12-months.
– YTD Hispanic store sales are outperforming all other stores seeing a YOY sales lift during and after the campaign period.
-Consideration to shop at JCPenney increased
– Persuasion: respondents were very/somewhat interested in shopping at JCP, significantly above the Hispanic norm.

2. The campaign drove awareness

-The overall 2014 FIFA averaged 3.6 million viewers.
-Just over half of low acculturated and bicultural Hispanic consumers saw JC Penney’s “Soccer is for Girls” World Cup campaign.
– Despite the competitive messaging environment, the campaign proved to have strong stand-out power with higher than norm salience ratings and higher than norm respondents having found the ad appealing and engaging.
– 17.1MM total social media impressions

3. The “Fit” strategy was clearly understood and embraced

– Perceptual shifts of proportion, personal style, and color offerings were significant vs. prior to launch

4. Increased number of Facebook fans and engagement using #JCPFanaticas

– 45,000 total engagements
– 188,000 YouTube video views (doubled goal) with average view duration of 91% of total ad
– Surpassed fan acquisition goal by 26%, with 46% (83,000) increase in fans (current total fans is 287K)

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! (Login or free registration required!)

Aaron Kushner, CEO, Freedom Communications
Aaron Kushner, CEO, Freedom Communications

Aaron Kushner, CEO of Freedom Communications, said that he will evaluate “in the next few weeks” whether the Los Angeles Register has 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. Kushner’s comments, which were made during an on-stage interview conducted by Portada publisher Marcos Baer during Portada’s 8th Annual Hispanic Advertising and Media Conference, are the first explicit references by Freedom Communications CEO about the possibility of discontinuing daily publication of the Los Angeles Register.

Kushner, however, does see a bright future for weekly publications. During the last several months Freedom Comunications has introduced several weekly publications including Hispanic weekly newspaper Unidos en el Sur de California.  Kushner said that the weekly publications and Freedom’s two core newspapers The Orange County Register and The Press Enterprise, Riverside, CA are the main contributors to what he claims is a “low single digit revenue growth rate” at Freedom Communications. While acknowledging challenges, Kushner praised newspapers and magazines as the only medium where consumers actually look for advertising and don’t neglect it or have technology to filter it (online or TV).

Publications are the only media where consumers actually look for ads.

Before buying Freedom Communications with business partner Eric Spitz in July 2012, Kushner was a successful entrepreneur in the greeting cards business. “Everyone thought that printed greeting cards would disappear in 10 years, when in fact they have boomed,” Kushner said. He added that there may be some parallels between the newspaper and the greeting card business.

Aaron Kushner during #Portada14
Aaron Kushner during the on-stage interview conducted at #Portada14 by Marcos Baer, publisher of Portada

When asked about his view on charging readers for online content, Kushner noted that he does not see a sizable revenue stream in it and that most readers are not ready to pay for content online, with the exception of publications like The New York Times or The Wall Street Journal.
Under Kushner’s and Spitz’s ownership Freedom Communications has been acquiring publications in markets it finds attractive (earlier this year it acquired The Press Enterprise from Belo Newspapers). When asked whether he is interested in acquiring publications in Southern California, the Freedom Communications Executive noted that his company’s nature is to be acquisitive, but he said there will be no inminent announcements of acquisitions. Kushner praised San Diego’s Hispanic newspaper Enlace, which is a unit of The San Diego Union Tribune.

The Freedom Executive also noted that there is a high correlation between voting and newspaper readership. And that newspapers play an important role in building community and creating an advanced political culture. Regarding the Hispanic newspaper sector, Kushner said that the features of Hispanic newspapers across the market are relatively uneven . He also spoke highly of the quality of many Mexican publications.

The use, or misuse, of Social Media by celebrities was at center stage during the opening panel at #Portada14.

From Left to Right: Manny Gonzalez, Daniel Villaroel,Marcelo Rodriguez, Chet Fenster.

Manny Gonzalez, Senior Director, Multicultural Moet Hennessy, noted he expects to see many more social media savvy celebrities within the next 5 years.

Marcelo Rodriguez, Managing Partner at Grupo Parada
Marcelo Rodriguez, Managing Partner at Grupo Parada

When asked who they expect to be a major Social Media Star in 5 years Marcelo Rodriguez, Managing Partner at Grupo Parada, predicted that it will be a politician.



Daniel Villaroel, AVP, Integrated Marketing, Multicultural Maybelline New York
Daniel Villaroel, AVP, Integrated Marketing, Multicultural Maybelline New York

While Daniel Villaroel, AVP, Integrated Marketing, Multicultural Maybelline New York said that a beauty blogger.

Content generation is a big challenge, particularly in the Hispanic marketplace.  The key question is how do you create relevant content that is integrated digitally and with mobile?

The panel was moderated by Chet Fenster, Managing Partner, Director of Content Creation, MEC Entertainment.  Regarding the choice of media partners, Moet Hennessy’s Manny Gonzalez noted that “you need to be very picky, you can never relinquish your role as a brand steward”. He added that “content generation is a big challenge, particularly in the Hispanic marketplace.  The key question is how do you create relevant content that is integrated digitally and with mobile?”


#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.

Branded Entertainment Space Panel
Branded Entertainment Space Panel

Camila Suarez, Head of Endorsements at LatinWe, said that “brands now have to adapt to celebrity content and not the other way around.” Suarez’s comments reflect the shift in power between entertainment stars, brands and media properties brought by the popularity of Social Media.

The panel focused on Major changes in the Branded Entertainment Space and was moderated by XL Alliance Co-Founder and Managing Partner Enrique Arbelaez. In addition to Suarez, Maria Rios, Director, Multicultural Marketing & Media Strategy, Macy’s, Daniel Salcedo, Founder and Executive Producer, The Elevator TV and Andre V. Branch, National Account Sales VP at Macy’s Lancome USA participated as panelists.

Macy’s Maria Rios noted that Social Media influencers are having an increased role in Macy’s multicultural marketing strategy. The giant retailer is using 3 social media influencers in the Music space to connect with Hispanic audiences in the current Hispanic Heritage Month.  Rios highlighted that in order to reach out to Multicultural Milennials the use of digital and social media is crucial.

in order to reach out to Multicultural Milennials the use of digital and social media is crucial

Andre Branch, National Account Sales VP – Macy’s Lancome USA, emphasized that looking for sincerity and authenticity in branded entertainment efforts is key.



Attendees of the Hispanic Music and Entertainment Marketing Forum, which kickstarts #Portada14 this Wednesday,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 Bachata Heightz sing their popular single “Dime Porque”.

Bachata HeightzThe 5 Bachata Heightz Band Members will be interviewed on-stage by Ana Llacer, Entertainment Digital Editor of impreMedia.
If you didn’t get your ticket to the Hispanic Music and Entertainment Marketing Forum (Sept. 17), register now! Or get the Combo to the whole of #Portada14 including the 8th Annual Hispanic Advertising and Media Conference on Thursday Sept. 18!. 
Key Speakers from companies including Lancome, Group MMacy’s, IPG MediaBrands/Identity, Maybelline Garnier, Moet Hennessy, XL Alliance, Nielsen, Sony Music Latin and LatinWe ,  will be participating in sessions about:
Making Celebrity Marketing Work:The crucial role of Digital and Mobile Media
-A Radiography of Hispanic Music and Entertainment Consumption
Branded Entertainment: Crucial Changes in the Paradigm
-Inside the mind of an Internet Radio Planner

Bachata Heightz

Bachata HeightzWhat was a childhood dream yesterday is a fact today. It all started with a guy’s guitar, a drum, a Dominican güira and the influence of bachateros Anthony Santos and Raulin Rodriguez. All these elements positively impacted the lives of Jonathan and Jerry Garcia, Diego Hernandez Capellan and Aneudy Hernandez to start the journey that took them to become the journey of what today has become the band with the greatest projection in the Bachata genre: “BachataHeightz”.
The wide variety of music heard in New York City’s Washington Heights influenced these children when they were growing up and they later formed their first band known as “Masters of Mambo.” Jonathan (“Da Phenomenon”) decided to start his first band, making use of his guitarist skills and his natural leadership. His younger brother Jerry (known as “Jay“), lead vocalist and songwriter, shared the same passion for music with his brother. Their cousin Diego (“Dee Major”) is the youngest of the group and plays the bass, a vital part of the sound the band creates. The band is completed with Aneudy, better known as “Chino,” who is the chorister of the group. Aneudy grew up traveling between Washington Heights and the Dominican Republic. Bachata Heightz is the new exponent of Urban Bachata. Their music blends tropical sounds with a pinch of other sounds like Rock, Pop, Hip-Hop and R & B.

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