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What: Top-notch brand marketers and media executives got together for Portada Los Angeles 2019 on March 15 to discuss passion-point marketing from sports to entertainment. 
Why it matters:
The first Portada event of the year offered a unique opportunity for attendees to network, share knowledge, and learn about new ways to target the multicultural American consumer. Join us next at Portada’s Data & Content Marketing Forum in NYC on April 3.

By Ryan Orvis, Portada contributor.

 

The top leaders in multicultural marketing converged at the Loews Santa Monica Beach Hotel last Friday for Portada Los Angeles. With a beautiful view overlooking the sunlit ocean, the hotel provided a serene backdrop for the event.

Cynthia Hudson

The conference kicked off with a Thought Leadership Breakfast presented by CNN en Español and Portada. Representing CNN were Izzy Gonzalez, Director of Cross-Platform Sales, US for CNN en Español and Cynthia Hudson, SVP and General Manager of CNN en Español and Hispanic Strategy for CNN/U.S. Portada’s Marcos Baer and Janet Grynberg welcomed Izzy and Cynthia to discuss the importance of using media to connect with the Hispanic audience.

The way people interact with changing technology provided a central theme. With 80% of their audience engaging with CNN through mobile devices, the company has needed to adapt their content strategy to reach users on the go. Cynthia concluded her introduction with an appeal to those in attendance to take a leadership role in fighting discrimination and encouraging voter participation.

Robin Garfield, Frances Rubio, Roxanne Garzon, Caro D’Antuono, and Guillermo Arduino.

The panel, titled ‘How Data and Content Continue to Fuel the Evolving World of Advertising’ was moderated by Guillermo Arduino, CNN Anchor and Correspondent for Encuentro (CNN en Español). The discussion involved Caro D’Antuono, Vice President of Marketing for Northgate Markets; Frances Rubio, Multicultural Marketing Analytics Associate Director for GroupM; Roxane Garzon, Media Director for Casanova; and Robin Garfield, Senior Vice President of Research and Scheduling for CNN.

Key takeaways included the need for consistent data to inform content strategy, and the importance of interpreting that data correctly to develop an accurate audience profile.

Jake Beniflah and Sara Toussaint

CNN’s Thought Leadership Breakfast was followed by ‘The Promise of Women’s Soccer: How Brands Use It for Activations’, a panel featuring Sara Toussaint, Vice President of Sponsorships for Wells Fargo. Sara was interviewed by Dr. Jake Beniflah, Executive Director at the Center for Multicultural Science. They discussed how the 2015 Women’s World Cup final broke viewership records, opening the door for sponsorship opportunities in women’s soccer. Sara explained how she used that opportunity to connect with new audiences and deliver results.

The next topic was ‘Leveraging Data to Cash-in on Multicultural Consumer Growth’. Moderator Stephen Brooks, EVP of VidaPrimo, spoke with Ariela Nerubay, CMO of Curacao and Kate Canel, Director of Performance Media at The Shipyard. Ariela explained how credit card data can be used to target consumers who may be ready to purchase a specific product. Kate stressed the importance of owning first-party data in order for a business to scale, due to the lower cost of acquiring in-house data.

Seraj Bharwani, Chief Strategy Officer for Acuity Ads led a presentation called ‘In-Language or In-Culture? Decision Science Enables What Your Digital Approach is Missing’. He explained how targeting based on language is not enough to scale, and attribution models need to be able to understand cultural behaviors in addition to language preferences and nationality.

To see all the event pictures, follow us on facebook by clicking here!

As part of their ticket, attendees had the chance to sit down for one-on-one meetings with up to four brand marketers or media executives of their choice during the Portada Meet-Up session.

Right after the speed networking session, Rajaa Grar, Senior Director of Global Brand Marketing at Paula’s Choice Skincare led the next discussion on ‘Influencer Marketing: Why Passion and Shared Values are Key’. Rajaa’s insights included the importance of staying authentic to your brand’s DNA and valuing engagement rather than number of followers.

Leon Krauze, Ronalee Zarate-Bayani, and Rich Orosco

Culture and loyalty played a large role in the discussion called ‘Major League Teams Bet Big on the Hispanic Market’. Univision anchor Leon Krauze spoke with Rich Orosco, EVP of Brand and Community at LAFC, and Ronalee Zarate- Bayani, CMO for the L.A. Rams about their success connecting with fans in Los Angeles. They explained how authenticity and shared values formed the backbone of their marketing strategies.

‘Passion-Point Movies’ featured Paul Presburger, CEO of Pantelion Films and Pantaya in discussion with Dana Bonkowski, SVP, Multicultural Lead at Starcom. Paul explained the challenges of launching Pantaya, a premium streaming channel targeting the Latino audience. The brand has succeeded by staying true to their content standards and learning from their users. Many of their strategy decisions have been informed by first-party data from direct app purchases. Dana advised the audience not to panic if they don’t have first-party data, stressing that it’s only one part of the puzzle.

Ward Bullard and Daniel Suárez

In addition to Friday’s agenda, the three U.S.-focused units of Portada’s Council System had their private meetings on Thursday: the Brand Star Committee, the Agency Star Committee, and the Sports Marketing Board. After their sessions, they networked during a special dinner & cocktail presented by Nascar, featuring Mexican driver Daniel Suárez.

Attendees of the event left with strengthened relationships and strong insights to bring back to their respective companies. Portada hosts several more marketing events in 2019, with meetings scheduled this year in Miami, New York, and Mexico.

More information here.

 

 

 

 

 

 

 

 

Portada Los Angeles will provide a unique setting for brand marketers to explore the enormous opportunities sports, music and entertainment content offer to engage consumers in Multicultural America. Portada is offering a special President’s Day 35% Off Discount (only until this Friday February 22!). For the discount code, please contact Michelle Lopez.

 

We’re only three weeks away from Portada Los Angeles and we keep adding dazzling speakers to the agenda. Focusing on Passion-Point Marketing, the event will attract agency and brand marketing leaders from all over the U.S. to Santa Monica’s Loews Hotel on March 15 to discuss the opportunities in music, sports, and entertainment.

Portada Los Angeles will also be the meeting point for Portada’s Council System with the Brand Star Committee, the Agency Star Committee and the Sports Marketing Board holding their first 2019 in-person meetings during the event.

Take advantage of the SPECIAL 35% OFF PRESIDENTS’ DAY DISCOUNT (US $486 instead of US $749.), valid until Friday, February 22! For the discount code, please contact Michelle Lopez.

 

Portada Los Angeles offers media and marketing service vendors, including sports teams and leagues, the opportunity to interact with brand marketers through Portada’s one-on-one meet-up offering.

Here’s what you can’t miss:

THE PROMISE OF WOMEN’S SOCCER:  HOW BRANDS SHOULD USE IT FOR ACTIVATIONS

Sara Toussaint, VP, Sponsorships, Wells Fargo

With the Women’s Soccer World Cup coming to France this summer,  the potential arises for brands to profit from the world cup’s commercial opportunity. What success stories are there of brands efficiently engaging fans? How are they doing it? Which innovative concepts are promising going forward?

 

LEVERAGING DATA TO CASH-IN ON MULTICULTURAL CONSUMER GROWTH

 

Ariela Nerubay, CMO, Curacao

 

 

 

Kate Canel, Director, Performance Media, The Shipyard

 

 

 

Moderator: Stephen Brooks, EVP, VidaPrimo.

 

 

 

IN-LANGUAGE OR IN-CULTURE? DECISION SCIENCE ENABLES WHAT YOUR DIGITAL APPROACH IS MISSING

Seraj Bharwani, Chief Strategy Officer, AcuityAds

Simply turning on the language targeting tactic means you’re missing over 50% of your intended multicultural audience. Bi-culture and bilingual segments have remained elusive to marketers who are trying to make a genuine connection with their intended audiences.

In this session, you will learn how new decisioning technologies (i.e. machine learning) are being used to reach the multicultural segment. Using real-time consumer data on social, search and video-viewing behaviors, these tools are delivering early results with campaigns targeting in-culture personas for leading brands.

 

SHOULD CORPORATE AMERICA JUMP ON THE SOCCER OPPORTUNITY?

Tiago Pinto, Global Marketing Director, Gatorade, Pepsico

There is no true global sports brand that is dominant without having a significant presence in soccer. U.S. soccer audiences are growing at a rapid pace and soccer is currently the fourth or fifth sport ranked by audience size.  With the 2026 Soccer World Cup on the horizon, the ascent of soccer as one of the top three U.S. sports seems almost inevitable. Do brands need to jump on the wagon at this relatively early stage and if so how? What ways are there to align with soccer content: Domestic U.S teams, European or Latin American teams or leagues or via national teams? What a major global marketer with a vast soccer marketing experience recommends to U.S. brand marketers.

 

Take advantage of the SPECIAL 35% OFF PRESIDENTS’ DAY DISCOUNT (US $486 instead of US $749.), valid until Friday, February 22! For the discount code, please contact Michelle Lopez.

INFLUENCER MARKETING: WHY PASSION AND SHARED VALUES ARE KEY

Rajaa Grar, Senior Director, Global Brand Marketing, Paula’s Choice
Influencer marketing at Paula’s Choice Skincare, the effective, truthful and transparent global skincare brand, revolves around authentic brand storytelling, empowering consumers with skincare knowledge and engaging passionate influencers. Rajaa Grar will share her do’s and don’ts for brands to drive brand awareness and purchase intent by choosing the right influencer marketing strategy while authentically aligning with brand ethos.

 

PASSION-POINT MOVIES

How Pantelion and Pantaya (part of Lionsgate Entertainment) unlocks the opportunity of the multicultural film enthusiast.

Paul Presburger

CEO

Pantelion Films and Pantaya

@PantelionFilms

interviewed byDana Bonkowski

SVP, Multicultural Lead

Starcom

@starcom_USA

Thinking about those Santa Monica beaches yet? Click on the banner below now!

We are excited to announce that Sara Toussaint, Vice President, Sponsorships at Wells Fargo is joining the Portada Sports Marketing Board, one of the six units of Portada’s Council System. The board’s next in-person meeting will be at Portada Los Angeles on March 14 in Los Angeles’ Loews Hotel.

Sara oversees Wells Fargo’s Major League Soccer, Mexican National Team, and other soccer sponsorships.

Her sports background also includes Director of Business Development for the Boston Blazers, Hispanic Partnerships for the MLS, and Labor Relations for the MLB. The Sports Business Journal named her a 2018 “Game Changer.”

Prior to Wells Fargo, Sara directed all marketing efforts and scouted investment opportunities for Allied Minds and served as Associate Director of Alumni Relations for the University of Chicago.

Sara started her career at the law firm of Covington & Burling, first as a legal assistant and later in PR & marketing. She earned her BA in Public Policy (UChicago) and an MBA (NYU).

Apart from meeting with the Sports Marketing Board on March 14, Toussaint will take the Portada Los Angeles stage on March 15 to talk about: ‘The Promise of Women’s Soccer: How Should Brands Use it for Activations?’. To get her and all the other brilliant speakers’ insights, click here.

Welcome, Sara, to the Portada Council System!

We are thrilled to announce that Federico Grinberg, CEO of FutbolSites, is joining the Portada Sports Marketing Board, 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.

Federico Grinberg is Co-Founder and CEO at Futbol Sites, a top digital sports media group in Latin America & Hispanic America, with one of the largest audience in its category, reaching more than 25 million unique users every month. Federico began his career in Buenos Aires, Argentina and led the opening of new markets for Futbol Sites, such as Brazil, Chile, Colombia, Mexico, and the U.S. Since 2014 he oversees the global strategy of the company from their offices in Miami, Florida.

Portada: What are your objectives at Futbol Sites?

Federico Grinberg: In terms of ad sales, our goal is to keep a two digits growth YOY and to continue growing our monthly reach in Latam & US focused mainly on organic sources (SEO, recommendations and direct visitors). Innovation is crucial for us: not only in our editorial products but also in our advertising offer. In the editorial side, we continue investing in our newsrooms, we do believe in teamwork and collaboration. In the ad sales side, our goal is to provide to our clients a brand safety inventory, with high viewability, offered both direct and programmatic. We are also testing in some countries other business models and building our own e-commerce, but ad sales and branded content still representing +95% of our revenues.

 It’s an honor to be part of such an experienced committee. Being in touch with this high-level professionals is always good for networking and for learning more about the sports marketing industry in US.

Portada: How do you expect to accomplish those goals in 2019?

F.G.: We have been experiencing an important growth in sales in the US Hispanics Market, and an increasing demand in terms of branded content campaigns. We also have two big regional events for the Americas: Copa America Brazil 2019 and Gold Cup USA 2019. Programmatic is becoming much more mature in the region, and we expect to have a big lift in terms of Programmatic Guaranteed deals for quality video inventory (instream and outstream). Apart from all these regional events, such as the expanded editorial offer we launched in the past few months a Gaming & E-sports newsroom, we added a specific team dedicated to US sports (MLS, NBA, NFL, MLB, UFC, etc), and increased marketing investments in new sources of visitors like push notifications, chatbots and live streamings are going to push our audience numbers up.

What: Portada will host five major events in 2019 to spur knowledge-sharing and networking between brand marketers.
Why it matters: Portada’s unique six unit Council System will analyze growth drivers for marketing innovation and passion point marketing in multicultural America. Best-in-class networking and branding solutions are available for marketing services vendors.

This morning, Portada announced preliminary agendas for its five main 2019 events, to take place throughout the year in key markets: Los Angeles (March 15), Miami (April 12) and New York (on April 3 and September 12), as well as in Mexico City (October 17).

Each Portada event will host brilliant brand innovators who will delve deep into topics related to marketing innovation and passion-point marketing, while providing the setting for the closed-door meetings of the six units of Portada’s exclusive Council System: the Americas Board, Agency Star Committee, Brand Star Committee, Brand Star Committee Latam, Sports Marketing Board, and Travel Marketing Board.

“I think it’s a great thing that Portada has put together, it’s given me a chance to really interact with some folks that I’ve known in the industry but maybe we hadn’t gotten together around the specific unique targeted approach like multicultural Hispanic marketing through the lens of sports and sports marketing, so it’s been very engaging for me,” says Dan Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance and a member of the Sports Marketing Board.

 

 

In addition, brand and agency executives who are Portada Council System members, as well as other brand marketers belonging to the Portada network, will be available for one-on-one meetings with pre-screened Portada partners.

The 2019 Portada Events will take place as follows:

March 15, 2019: Portada Los Angeles, Hotel Loews Santa Monica, Los Angeles

#PortadaLA will provide a unique setting for brand marketers to explore the enormous opportunities sports, music, and entertainment content offer to engage consumers in multicultural America. Register at https://www.portada-online.com/events/portadalosangeles19/

 

April 3, 2019: Data and Content Marketing Forum, New York City

At #PortadaNYData we will be sitting down with leaders who will explain how content influences commerce and analyze how data determines their content strategies. Register at https://www.portada-online.com/events/marketingforum/

 

April 12, 2019: Portada Miami: Hotel EAST, Miami
The twelfth annual edition of #PortadaMIA will focus on how technological innovation is reshaping the Latin American and U.S. marketing space. The top-notch agenda will particularly place strong emphasis on panregional marketing as well e-commerce and direct to consumer trends and their implications for brand marketers. Register at https://www.portada-online.com/events/portadamiami19/

 

September 12, 2019: Portada New York, Yotel New York, New York City
Retailers and direct-to-consumer brands are having the thrill of their lives. Flux is the new business as usual and data and content play a pivotal role. At #PortadaNY we will be sitting down with leaders who will explain how content influences commerce and analyze how data determines their content strategies. Register at https://www.portada-online.com/events/portadanewyork19/ and check out this year’s highlights here: https://www.youtube.com/watch?v=yW_Q3tgtpIY

 

October 17, 2019: Portada Mexico, Casa Lamm, Mexico City
#PortadaMX will dive deep into how technological innovations are reshaping the Mexican and Latin American marketing space. AI, virtual reality, machine-based learning, and programmatic marketing will have an important place in the agenda. Register at https://www.portada-online.com/events/portadamexico19/ and check out this year’s highlights here: https://www.youtube.com/watch?v=zGEzYc00I4Y

 

Pablo Chiozza, Senior VP US, Canada, Asia & Caribbean, Latam Airlines Group, and a member of the Travel Marketing Board says that the board is a “very good opportunity to share different visions among different industries; we are airlines, car rentals, hotels… and it’s amazing how, even though it’s the same industry, it’s different pillars, and it’s amazing how we all share the same challenges and it’s interesting to see how everything is related.”

 

Networking and marketing solutions for marketing services providers: 

Portada provides best-in-class networking and branding solutions to marketing service vendors, including marketing agencies, tech-platforms, media properties and other suppliers of marketing services. These solutions can include:

  • Council System integrations
  • A guaranteed amount of one-on-one meetings with pre-selected brand and agency executives
  • Event integrations
  • Content Marketing Solutions
  • Branding at Portada events, websites, e-letters, and print properties.

 

To find out more about the above-cited services, please contact Sales Coordinator Michelle Lopez.

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Last Thursday at Portada Los Angeles, select speakers got together to discuss how all marketing is now multicultural marketing. Panels included varied topics ranging from taxes to Hollywood, attendees got a glimpse of what’s next for the Latino market.

Weeks after Portada Miami, top-notch speakers got together again at the Loews Santa Monica Beach Hotel on May 10 to discuss key topics surrounding the Latino community in the U.S. After an introduction by the president of Portada Marcos Baer, Melissa Rodriguez, founder and CEO of Mel Rodriguez & Co, introduced Intuit’s Senior Brand and Latino Marketing Manager John Sandoval, who provided the audience with interesting insights on marketing to Latinos when it comes to taxes. Benjamin Franklin said “Latinos are unfamiliar with the income-taxes category,” said Sandoval. “Even if you speak English, this whole tax language is very challenging to understand.” TurboTax found that in the Latino market the “Do it yourself” portion is very small, while non-Hispanics prefer the DIY approach. This means a gap and a business opportunity that TurboTax is tapping into by helping Latinos to do their taxes themselves.

At 10:30am, Nelson Peña, VP of Latcom U.S., took over the stage to present one of Latcom’s most successful case studies. With thousands of out-of-home advertisements, Latcom’s campaign designed for Fox Entertainment managed to create awareness of Fox’s new OTT app, recently launched in Mexico. When asked about targetting U.S. Hispanics, Peña shared that even though the biggest opportunity for out-of-home is in the entertainment category, campaigns are tailored depending on brands and locations, such as the campaign Latcom did for Nestlé, in which the creatives were specifically designed to target Hispanics in southern Texas, Arizona, and California.

Unless you grow with multicultural audiences, you cannot grow.

A deep discussion about what it takes for brands to communicate with Latino audiences got everyone thinking about the future of multicultural marketing. Moderated by Zach Rosenberg, president of MBMG, the panel gathered decision makers like Mobvious’ CEO Isabel Rafferty, Gallegos United’s Strategic Planning Director Caterina Goncalves and Chief Strategy & Engagement Officer Andrew Delbridge, and Natalia Gutierrez, Category Sales Development Manager, Global Foods at Nestlé. With each panelist bringing their own experience with multicultural marketing over the years to the table, the conversation spurred engagement among the audience. A good example to understand cultural attunement according to Caterina Goncalves is what she called “the Despacito phenomenon”, in which a non-Hispanic singer, Justin Bieber, appropriated the song and embraced the Spanish language. “Not enough brands are doing are doing enough to really be culturally attuned,” commented Andrew Delbridge. “As someone who comes from the general market side, I’ve probably learned more in the last 6 years than I’ve learned in the previous 20 years of my career about what I didn’t know about marketing to Hispanics, or to America, really; unless you grow with multicultural audiences, in most categories, you cannot grow.”

There are more boys walking around in Messi or Ronaldo jerseys than in U.S. soccer jerseys.

At 11:45am, the stage received a selection of brilliant speakers with experience in the soccer business industry. Brendan Hannan, VP of marketing and communications for the LA Galaxy; Jason Howarth, VP of marketing at Panini America; and Steve Pastorino, VP of Corporate Partnership at Las Vegas Lights FC, answered questions posed by Joe Favorito, Portada’s Head of Sports Content, about the great potential marketers can tap on now that Fifa’s World Cup is almost here… and Team U.S.A. is not going. “For a country that is not participating in the World Cup, the U.S. market is fortunate of having a wide demographic of people supporting multiple countries,” asserted Jason Howarth. “On the men’s side there’s always been this default of ‘who else am I going to root for”, there are many more boys walking around in Messi or Ronaldo jerseys than in U.S. soccer jerseys.”

Finally, Portada LA got to a conclusion that was very ad hoc with the setting: in a panel titled Hollywood and Latin Audiences, Pongalo’s CEO Rich Hull talked to Adriana Trautman, VP, Marketing Latin America at 20th Century Fox, about marketing entertainment to Latin Americans. When asked about how traditional brands are using content online, and what works in the entertainment industry, Trautman answered that “Consumer behavior is completely different online; from a Hollywood perspective is probably easier for us than for more traditional brands because people are looking for that content, but more and more it is about interaction, about creating a relationship with characters, actors, and with the talent behind it… It takes a lot of work, but once you do it, it keeps the conversation going.”

As you can see, the room was packed. Where were you?