At the 2019 Portada Event in Mexico City, we had an insightful Q&A session with Isaias Araiza, Manager, Destination Marketing LATAM at Hilton. He shares his know-how about destination marketing in Latin America, media mix, hotel sites vs. OTAs and more.


Interview conducted by Alejandra Velazquez


Destination Marketing: Tailoring the Message

In what ways are the Hilton advertising campaigns different for Latin America and for the rest of the world? 

Destination marketing expert
Isaías Araiza

For Mexico and Colombia, it’s important not just to translate, but to adapt the message. You have to be very aware of the kind of words and ideas you are conveying, otherwise, your audience won’t feel connected. They are often very nationalistic and proud of their identity, and the communication needs to be respectful of that. We always cast talent that looks and feels Latin for local executions. Anna Kendrick is our global image, but if we featured her on Hispanic campaigns, people wouldn’t relate. You can’t just take it for granted. You need to speak their local language. 


It’s important not just to translate, but to adapt the message.


How about between Mexico and Colombia? Can the same message work for both? 

The message and creativity can be the same. However, you have to pay attention to specific local language nuances. We’ve had issues with punctuation throughout Latin America. For example, many countries separate decimals with a comma, not a dot. So if we separate thousands with a dot, instead of three thousand pesos, it would end up looking like just three. We had to be meticulous with that. I always tell customers in the U.S. that they have to take into account the actual day-to-day grammar usage, not just what Google or the [Real Academia Española] says. We might even have legal problems if there’s a mix-up. 


Hilton’s Media Strategy for Destination Marketing

What does your media mix look like in Mexico? 

To promote destinations, we have an upper-funnel, massive media strategy. We’re trying to create brand awareness. Hilton is unequivocally recognized as a global hotel chain, however, its specialized portfolio brands are still not top-of-mind for audiences. For example, we want to make clear that Doubletree by Hilton is a part of our family. We still conduct a great deal of offline traditional marketing: printed magazines, in-flight reading material, billboards, OOH at airports, digital and offline radio, and Spotify. Absolutely no television. A bit lower on the funnel, we have digital performance, targeting, training desk…, all things reach-media related. We target customers depending on the kind of hotel we try to promote. 



How about your video content strategy?

We’re basing our contents around “Rediscover Mexico”, based on promoting the uniqueness of the destination. As of today, we have very little video content, but for this year we’ll be implementing a much stronger strategy. We need to capture customers during the “dreaming phase” and help them develop their journey through special offers. We’ll be offering two proposals: one focused on the destination and favorite places, and another with local stories and characters, influencers, experiences, and random tourist video tell-alls. Like, “tell me how everything was, what you did, where you stayed”, etc. 

We target customers depending on the kind of hotel we try to promote.


The Online Travel Agencies Controversy

Do you have a strategy to strengthen purchases on the hotel website vs. using OTAs as intermediaries? How do you fight the generalized idea that OTAs are much cheaper than buying directly at the hotel?

OTAs have spread the idea that their rates are cheaper, but that’s not true. Hilton has a strict parity policy, which means they offer the same rate on their website than anywhere else. This means a single rate anywhere online. There’s no way an OTA can offer a better rate. Expedia and other OTAs take a very significant cut out of the deal, but the price is the same for the general public. Of course, Hilton would prefer selling D2C.

A few years ago we launched a campaign called “Stop Clicking Around” and the motto was “don’t even look for a better rate, here’s the best offer you’ll find”. Same with the loyalty program. The only people who may get better rates than anyone else are the members of our Honor Program. Also, Hilton offers discounts and rewards for customers who purchase in advance. We have strong campaigns to fight OTA preference. 

Is there a way to cut away from OTAs?

Maybe in the long run, but definitely not right now. Since they used to be the only online booking platform, the industry let them grow without limits and now they’re a necessary evil. They became a monster and we’re doing everything we can to control it, but the truth is… it does generate great volume. The problem is, a company should never earn much greater revenue from outside channels than from direct channels. The goal right now is not renouncing OTAs, but rather pairing the revenue mix to a much fairer amount. We’ll implement the strategy to get more flow into our home by generating content, launching informative campaigns, and fostering organic traffic to our sites. 



Business VS Leisure

Could you give us cold hard numbers of the business vs. leisure categories for online purchases?

It’s hard to get precise data because Mexico is a very dynamic destination in terms of the business and leisure mix. For example, Hilton Reforma is for both sectors because of its privileged location. On weekdays it’s all about business, and during weekends it’s a leader of the plaza. Some hotels in Querétaro are really close to industrial parks and are purely for business, but we also offer benefits if you prolong your stay until the weekend. For example, all users may accumulate loyalty points by using hotel amenities, so they’ll end up redeeming them on future family trips. It’s almost impossible to get an average.


Marriott has a very strong minority inclusion program. Do you also have a competitive strategy?

We have an entire marketing section called Diversity and Inclusion, which covers all the spectrum: from commercial strategies to pricing, marketing, special offers, etc. We definitely offer special programs and rewards for our diverse program. Not doing it would be a mistake. 


Learning From Mistakes

What was the mistake you learned from the most during your career? 

I used to be a marketing director at one of our downtown Mexico City properties. We had a major issue with public protests and demonstrations. It was impossible not to address the issue. So we released campaign after campaign with alternative routes and all kinds of warnings. But instead of helping, it would highlight the problem. We spent too much time trying to solve it until we realized there was nothing we could do to soften the blow of traffic and blockades. We suffered several cancellations due to expecting an imminent protest, and in the end it wasn’t even as serious as it seemed. We’d live in fear and uncertainty.

Until we just accepted the issue instead of trying to cover it and we implemented a strike insurance: if your event had been in any way affected due to the circumstances, you got a discount. So instead of apologizing, we offered post-care. It’s all about the small details. For example, the Santa Fe DoubleTree offers a warm chocolate cookie upon check-in. We have customers married to the brand who come in just for that cookie. Every and any small thing you do for your customers counts. 


Isaias Araiza, Manager Destination Marketing LATAM, Hilton will be one of the dozens of brand marketing innovators present at Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.

Latin American market leaders will discuss the future of marketing technology on October 17 at the beautiful Casa Lamm in Mexico City. The agenda includes:  5G, DOOH, e-commerce, and much more. Three units of Portada’s council system will hold their private meetings at the event. Get tickets now and meet executives of your choice at Portada Meet Up.


Don’t Miss Latin American Market Leaders at Portada Mexico

This year, for the 2019 edition of Portada Mexico, the leaders of marketing innovation in Latin America will delve deep into the state of the art of MarTech and will discuss new insights to target consumers in key Latin American markets. 

On October 17 at the Casa Lamm, top brands and agencies will show how they’re evolving their video and digital marketing toolkit to engage consumers via out of home advertising and e-business. In addition, brilliant speakers will discuss 5G and its relevance in the Mexican market.

Portada Mexico attendees will be able to network with members of Portada’s Council System. The Americas Board, Brand Star Committee Latam, and Travel Marketing Board will hold their second 2019 in-person meetings at the same venue.

Portada Mexico offers senior executives from tech, media and marketing firms the opportunity to interact with brand marketers through Portada’s one-on-one meetup offering. Get tickets and choose whom to meet from a list of brand and agency decision-makers pre-screened by Portada (first-come, first-served). 

Latin American Market Leaders to Take the Portada Mexico Stage:

Is 5G a Reality in Mexico?

Henry Zamarripa, Head of Sales & Partnerships, Verizon Media

5G promises endless opportunities for brands to redefine their relationship with consumers: Smart Cities, IoT, instant brand-consumer communications, etc…



Out of Home Advertising in the Digital Era

Valentin Bueno, CEO, Latcom

Mobile and geo-location technologies are expanding the horizons of out of home advertising.



Using Digital Strategies to Reach Small Business Owners in Mexico

Juliana Sarria, Manager of Consumer & Client Engagement, Grupo Gepp

Traditional business owners handle around 80% of Mexican CPGs. The head of consumer & client engagement at Gepp will explain how digital marketing can help navigate the complex world of Mexican retail.



The Revolution of Video Marketing in Mexico

Marine Garmrouguian, Head of Programmatic, Affiperf MX, Havas Media Group





E-Business as a Cornerstone of Marketing

Luis Macin, VP of E-Commerce, Nestlé MX

Macin will explore how E-Business dynamics impact marketing from brand building to digital communications.




Experts in Influencer Marketing campaigns discuss best practices. Vivian Baron, Founder and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico’s E-commerce Subdirector José Camargo, Grupo Bimbo’s Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders’ Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity’s Director of Business Innovation & Marketing Yamile Elias.

How powerful can influencer marketing campaigns be? Is it for everyone? During the last years, the trend of using influencers as a tool to amplify a campaign or message has grown to a great extent. As Vivian Baron, Founder and Creative Chairwoman of Band of Insiders believes, “It is no longer about the relationship with the media, but rather about how we amplify our client’s message correctly. There’s great interest placed on influencer marketing, but there’s also a great lack of knowledge around it.”

In spite of this lack of knowledge, many brands have tried to take advantage of the opportunity that influencer marketing represents. Unfortunately, not everyone has succeeded. “Digital platforms are so strong today that influencer marketing can have a hugely negative effect,” asserted Baron. “It should be taken very seriously.”

Can (or Should) Any Brand Take Advantage of Influencer Marketing Campaigns?

With the buzz around this type of marketing, every brand wonders if influencers can boost their ROI. While this can and does happen, it isn’t as simple as some could believe, and influencers can help a great deal in things that are not necessarily direct sales. “Influencer marketing is key in any brand, not only to create awareness but for many other things,” said Yamile Elias, Director of Business Innovation & Marketing, Drinkfinity/Pepsico. “At Drinkfinity we’re using it for insights, to ask the consumer certain things. When we have a problem they can help us solve it, but only if it’s a good fit.”

For Giustina Trevisi, Global Consumer Engagement Lead at Grupo Bimbo, brands are already surrounded by influencer marketing, and it would benefit them to adopt a position towards it. “Influencers are something we can’t ignore. It’s a ‘can’t hide’ matter, where the question is ‘how to leverage‘,” asserted Trevisi. Influencers are a great tool in any ecosystem, but it doesn’t work on its own. You’re not supposed to have an Influencer Marketing strategy on its own, but rather include it in your overall communication strategy.” Moreover, she agreed with Yamile Elias that this tool helps in diverse areas, such as crisis management, campaign support, and PR and perception. While these don’t have a direct impact on your ROI, “they obviously expand reach,” she said.

What matters now is the content, sales should only be the consequence.

What Are the Keys to Crafting Successful Influencer Marketing Campaigns?

Giustina Trevisi summarized the essential elements when sharing one of Bimbo’s stories of success: 1. Objective, 2. Target, 3. Creative. “The first step is knowing the objective and whom we intend to reach. We held onto a current event, something that was happening at the moment (Peru qualified for the World Cup), and we focused on getting the formats, times, and platforms correctly,” she told. “You need to choose the correct target and influencers according to your objective and budget. If you show the idea to management and they don’t like it, that is a good sign, as it’s not for them.”

A Matter of Strategy

You need to choose the correct target and influencers according to your objective and budget. If you show the idea to management and they don’t like it, that is a good sign, as it’s not for them.

“Influencer marketing should be carried out in very strategic ways,” added José Camargo. “For Best Buy, something that has worked really well is these people we call ‘insiders’ that don’t even know they are influencers. These kids can get 3-4 thousand people in 20 minutes for an opening.” What matters the most, he emphasized, is a good fit between the influencers’ values and those of the company: “The brand and the influencer should have similar values. Only when the influencer is convinced by the brand are the publications really natural: the brand’s ideals rub off on his or her posts and comments.”

How to Select an Influencer?

As we have seen so far, having a clear objective matters, but so does selecting an influencer that matches that objective. The first thing, then, is knowing what each type of influencer can achieve.”There’s an influence pyramid that we can divide into mega, macro, and micro. Each one of these has different results,” explained Leonardo Vargas. “However, the new trend is ‘hidden influencers’, people who have an impact both online and offline. We need to look at their profile and their basic social circle in order to provoke a more direct impact on sales.”

Having an expert to deal with them helps with the flow and builds long-term relationships.

For Better Results, Employ an Expert

The next thing would be the actual process of selection. For Giustina Trevisi, this is much easier with the help of a specialist. “I would recommend others to work with influencer agencies, to work with experts,” she stated. “It’s important to have someone who knows how to handle them, have a good communication with them. We work with several specialized agencies who take our brief, give it back, then we do a second brief, they give it to the influencer and then they present a creative proposal. If I do the regulation part, I lose the emotional component. Having an expert to deal with them helps with the flow and builds long-term relationships.”

Can Technology Make the Process Easier?

“We have to automatize processes through platforms, technology, data, correlations… We need to use what’s available, but the decision has to ultimately go through a human filter who knows the target and can make sense of everything,” said Giustina Trevisi. “A tool can give you a diagnosis, but a human being has to make de decision. A machine uses algorithms, but the context has to be human.”

“I’m in favor of digitalization and automatization, but the human part is inescapable,” agreed Leonardo Vargas. “Instagram stories, for example, can give you very complete information, but only when you have a team of experts constantly looking at what’s going on on social media. Every day there are more platforms; with just one click you can execute a campaign, but we need to go back to the brief. Everything needs to be taken care of.”


What Can We Expect for Future Influencer Marketing Campaigns?

It’s easy to see where we’re going if we take a quick look at where we’ve recently been. As Yamile Elias commented, “If we analyze the number of times people search the word ‘influencer’, we find that the number has grown 200% since 2016, and it grew 60% in the first quarter of this year alone. Estimations show the budget for influencer marketing in the U.S. to go up to 5-10 billion dollars.”

 Facebook, Twitter, etc. have become just another showcase for brands, and consumers don’t want to see that anymore.

According to Leonardo Vargas, there are already a couple of trends that we can expect to see in the near future. “One: strategies linked to SEO and automatized keywords, which are different to Google’s ad words because they get placed on social media,” he explained. “Two: audience marketing for influencers; a type of audience analysis that helps you know what works, not what looks well. A new trend that will be very important, and it’s a great time to be pioneers, is the rise of new social media. Facebook, Twitter, and the others have become just another showcase for brands, and consumers don’t want to see that anymore. There are new social media that are going back to what Facebook and Twitter were about originally, like Mastodon, in which users are in control and it’s free of ads.”

In Conclusion…

In short, we should try to go deep into the influencer marketing campaigns tool instead of staying at a superficial level. Influencers are for every brand only if the strategy is very clear. Objectives, channels and the influencers themselves should fit, not only to minimize crisis risk but to ensure good results overall. It’s very important to analyze the data, be aware of the results you’re aiming at. We shouldn’t underestimate Influencer marketing, it isn’t easy, but it can really bring you success. It should be a part of your whole marketing strategy, not as an isolated campaign but as a long-term program. If we do it well, it’s a great bet. Otherwise, it can really hurt you. That’s why you should partner with experts.


What: IZEA specializes in connecting brand marketers with influencer content creators and has signed a letter of intent (LOI) to acquire FLUVIP, which operates multiple influencer platforms in Latin America.
Why it matters: The rapid growth of cell phone use and digital marketing to sell products and services in Latin America makes FLUVIP’s network of 100,000 Hispanic influencers in both LATAM and the US look like the perfect scoop for IZEA to move into the region.

IZEA may have found the perfect match for extending its dominant technology connecting brands and influencers into the growing Hispanic market in the US and Latin America.

Who’s the lucky bride? FLUVIP.

It’s not a big surprise when you consider FLUVIP’s multiple influencer platforms in Colombia, Brazil, Mexico, Peru and Argentina plus FLUVIP’s network of more than 100,000 influencers. Not to mention its client base.

Plus, the rapid growth of cell phone use in the region has been catapulting digital ad spending by brands to new highs making FLUVIP an even more attractive prospect for IZEA.

“We believe that there is a significant opportunity for international consolidation in the Influencer Marketing space,” Alfonso Gómez Palacio, Telefonica’s Director Hispam North said in a statement announcing a Letter of Intent to acquire FLUVIP released on Wednesday.

“This transaction brings together the leading influencer marketing platform in the United States with the leading platform in Latin America.”

A match made for LATAM

Pedigree helps in any marriage and FLUVIP is brings a lot to the altar with investors which include the global Hispanic entertainment brand Cisneros Group, Spanish multinational telecommunications company Telefonica, and Velum Ventures specializing in seed and early stage investments in Latin America.

IZEA’s CEO Ted Murphy told the website Cheddar that IZEA sees tremendous promise in influencer marketing in LATAM where digital ad spending is expanding at twice the rate of the US.

This transaction brings together the leading influencer marketing platform in the United States with the leading platform in Latin America.

But successful influencer marketing requires a vision and perseverance, according to Vivian Baron, founder and creative chairwoman of Band of Insiders.

José Camargo is a member of Portada’s Brand Star Committee Latam

She recently told attendees at #PortadaMX in Mexico City only a “long-term strategy” can grow the “critical mass of loyal followers” brands need for influencer marketing to do its magic.

Synergy between influencers and a brand’s values is also an important tonic for success.

“You should focus on gaining trust and credibility through an influencer whose values coincide with the company’s,” José Camargo, e-commerce subdirector at Best Buy Mexico told #PortadaMX.


A perfect union of technology

IZEA intends to leverage its marriage with FLUVIP to combine the organizations’ technologies and provide better influencer marketing services to large international brands.

This technological union will accommodate multiple languages and currencies, software and managed services, and cultural expertise.

“We are excited by the potential to unite FLUVIP with IZEA to form a truly unique technology and services platform catering to marketers and influencers across North, Central, and South America,” Sebastian Jasminoy, Founder and CEO of FLUVIP, said in a release.

Multiple ways to tell brands’ stories

The marriage of IZEA and FLUVIP would appear to create a perfect match for brands looking for influencers to deliver their unique stories to consumers in LATAM.

FLUVIP operates platforms in LATAM that include Influtech, AdvocatesPro, and Mediadata where brands can harness the power of leading opinion makers in the region.

Plus, FLUVIP customers include Coca-Cola, Samsung, Apple, Pepsi, BBVA, Sony, Fox and National Geographic to name just a few.

But the game of influencing consumers isn’t just about influencers.

“Influencers are not only about your image; they can provide a great amount of information. By analyzing data and organic profiles, you can find more information than what a common marketing study can provide,” Band of Insiders Influence Marketing Manager Leonardo Vargas told #PortadaMX.

The precise terms of the FLUVIP acquisition haven’t been announced. The transaction may be consummated as soon as May of this year.


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.

Follow us on social media: Youtube | Twitter | Facebook | LinkedIn

What: PortadaMX will take place next Wednesday October 17 at Casa Lamm in Mexico City. The thought-provoking agenda includes essential marketing topics such as influencers, app-marketing and Fintech presented by major brand marketers from companies including Best Buy, PepsiCo, Rappi and GBM.
Why it matters: At PortadaMX you’ll have the chance to network with high-level executives, participate in interactive workshops, and enjoy the beautiful and historic Casa Lamm in Mexico City.

The seventh edition of Portada Mexico is less than two weeks away, and we are thrilled to say that the contents of this year event will be more surprising than ever. The newest addition to the already enticing agenda is an exclusive breakfast presented by Band of Insiders, an agency that counts influencer marketing as one of its specialties.  Get tickets for PortadaMX and join us for a provocative panel titled: “How powerful is influencer marketing? Success, mistakes, and points of confusion behind a strategy”. Why can’t you miss it? Influencers have gained strength during the past couple of years to the extent that it has permeated marketing strategies everywhere, but sometimes marketers are not fully aware of the power of this part of the industry, or they are discouraged by the risks.

Vivian Baron

In the panel, you’ll hear from brand marketers about the mistakes to avoid and the strategies to follow when putting together an influencer marketing campaign, and moreover, the role of big data and the importance of a quality audience beyond followers. Vivian Baron, president and founder of Band of Insiders, will moderate the discussion between Pepsico’s Director of Innovation & Marketing Yamile Elias and Best Buy Mexico’s Subdirector of E-commerce José Camargo.


Other Content You Can’t Miss at PortadaMX

After the insightful breakfast, you’ll get the unique opportunity that only Portada can offer with its new Portada Meet-Up service. As part of your ticket, you will receive four one-on-one meetings with major brand executives to be present at the event. These are leaders of the marketing and advertising industry in Latin America, and most of them will be having their closed-door Portada Council System meetings throughout the day.

Later, Carlos Leal, Marketing Director at Rappi, will lead an interactive workshop on App-Marketing, one of the key trends to look at starting now. Then, we will introduce Javier Martínez Morodo, Director of Grupo Bursátil Mexicano, who will conduct another interactive workshop on the topic of innovation and Fintech.

Finally, members of the Agency Star Committee Latam including Vilma Vale-Brennan (Deputy General Manager of Vale Network) and Fernanda Campos (General Manager of PHD Mexico)will take the stage to discuss how to measure and report consumer engagement in the best possible way for brand marketers.

Join us at PortadaMX and get the tools to control the future, before it controls you. Click on the banner below now!

What: Portada has revealed the dazzling agenda for this year’s #PortadaMX, to take place on October 17 at Casa Lamm.
Why it matters: #PortadaMX will be the setting for the last 2018 meetings of the Portada Brand Star Committee Latam and Agency Star Committee Latam, and attendees will network one-on-one with major executives from both units of the Council System. Get tickets now!

Portada announced today the agenda of Portada México, taking place October 17 at Casa Lamm in Mexico City. Sponsored by Futbol Sites, this edition of Portada México will be a success.



Ángel Carmona, Business Manager Latin America, Wilson Sporting Goods
José Camargo Samperio, Ecommerce SubDirector, Best Buy Mexico
Andrea Echániz Cuenca, Senior Project Manager, Grupo Bursátil Mexicano
Yamile Elias, Director of Business Innovation & Marketing, PepsiCo 
Iker Palazuelos Atollini, Brand Manager, Salomon Latam 
Carlos Leal, Marketing Director, Rappi 
Rafael López de Azua, Head of Media and Digital, LATAM (Director), Coty 
Martín Jones, Digital Director South Cluster, Philip Morris International 
Guillermo Rivera, Senior Marketing Manager, Amazon 
Juliana Sarria, Manager of Consumer Engagement, Grupo Gepp – PepsiCo México 
Eduardo Angulo, Marketing Director, Unilever Mexico



For the first time Portada will be including in the event in Mexico its Portada Meet-Up service, which allows attendees to hold one-on-one meetings with four brand and agency executives chosen beforehand by the attendees when acquiring their tickets. The executives are members of the exclusive Portada Council System, which brings togetherprominent brand and agency representatives in Latin America. As part of Portada México activities, members of the Brand Star Committee Latam and Agency Star Committee Latam will meet behind closed doors to discuss important issues.

In addition to high-level networking opportunities in a beautiful home from the early 20th Century, all attendees of #PortadaMX can participate in two interactive workshops with experts on trends that are transforming the marketing industry. First, Carlos Leal, marketing director at Rappi, will offer a workshop on App-Marketing. Later on, Javier Martínez Morodo, director general of Grupo Bursátil Mexicano, will share his insights in a workshop on Fintech innovations.

To acquire tickets to Portada México, which include admission to the two interactive workshops and the Portada Meet-Up service, please visit the event website at https://www.portada-online.com/events/portadamexico/ and register as soon as possible.

What: Only three days left to save US $50 off your #PortadaMX ticket. Don’t wait any longer, register now and join us at the beautiful Casa Lamm in Mexico City.
Why it matters: Portada Mexico gives you the opportunity to network with first-rate brand and agency executives. Choose your one-on-one meetings and get ready for a group of brilliant speakers taking the stage on October 17.

The seventh edition of Portada Mexico will be an exclusive event where representatives from all the most important brands and agencies in Latin America will get together for a unique networking opportunity. Under the roof of the historical Casa Lamm in Mexico City, brilliant speakers will take the stage in order to deliver conferences and conduct interactive workshops on the main technological innovations within marketing, such as AI, VR, automatization and programmatic buying.

Get your early-bird tickets and network with Javier Martinez Morodo after his Fintech & Innovation workshop!

For the first year, Portada is introducing its Portada Meet-Up service. Right after registering for the event, you will receive a list of executives that will be available for 4-minute one-on-one meetings. These meetings will be assigned on a first-come-first-served basis, so don’t wait to find out whom you want to meet! The early-bird rate expires THIS WEEK (August 17). You can save US $50!

Some of the members of Portada’s Council System will be available for meetings. Among them, you’ll find stars like:

Angel Carmona
Business Manager Latin America, Wilson Sporting Goods Co

José Camargo
E-Commerce Subdirector, Best Buy

Andrea Echániz Cuenca
Digital Manager, GBM

Yamile Elias
Director of Business Innovation & Marketing, Pepsico

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

Carlos Leal
Marketing Director, RAPPI

Hugo Faria
Global Business Director, PHD Latam

Marina Günther
Head of Trading, GroupM Mexico

… and many more! So get your early-bird ticket before the end of Friday, and choose your one-on-one meetings!

What: Carlos Leal, Marketing Director at Rappi and member of the Portada Brand Star Committee, will lead a Workshop on App-Marketing at Portada Mexico on October 17.
Why it matters: Colombian startup Rappi has gained important ground in the business of delivery apps. Carlos Leal will share his expertise in app-marketing with Portada Mexico attendees.

For the opportunity to network with Carlos Leal and all the other Portada Mexico attendees, register here!

Rappi is the only Latin American app that has received support from Sillicon Valley investors like Y Combinator and Sequoia Capital, that have funded Airbnb, Apple and Youtube.

In less than two years, Rappi has more than a million users in Colombia and Mexico. The application, which is meant to be a sort of personal assistant that is available 24 hours a day, is solving the needs of today’s world and today’s consumers.

Carlos Leal is the head of all marketing operations for Rappi, and he will be joining the list of brilliant speakers that will take the Portada Mexico stage on October 17. Leal is a bilingual business manager and corporate professional with a Master’s in Strategic Marketing and experience in management, marketing and commercial teams in FMCG and Pharma companies.

Carlos Leal has experience in business strategy and management, marketing, digital marketing, branding, trade marketing, shopper marketing, product development and new product introduction, as well as experience in marketing strategies designed to increase brand equity, channel development, and profitability. He has been part of the Effie Awards jury in Colombia four times and once in Latin America.

What: Javier Martínez Morodo, general manager at Grupo Bursátil Mexicano’s GBM Digital and member of the Portada Brand Star Committee, will lead a Fintech and Innovation Workshop at Portada Mexico on October 17.
Why it matters: At only 33 years old, Martínez has several years of experience in business aimed at technology and innovation. He will share his expertise with Portada Mexico’s attendees and will also be available for one-on-one meetings through our new Portada MEET-UP offering.

For the opportunity to network with Javier Martínez Morodo and all the other Portada Mexico attendees, register here!

Every day, we hear buzzwords like “bitcoin”, “crowdfunding”, and P2P. The world of finances can seem out of reach for the average citizen, but executives like Javier Martínez Morodo, General Manager of Grupo Bursátil Mexicano, believe that everyone can and should understand the benefits of these new concepts, as well as learn to have a positive financial culture.

Javier has applied his business vision for technology and innovation at GBM since 2009, where he created and led GBM Digital. Since then, he has focused on developing products and strategies to help solve the scarce supply of financial services in Mexico, all with the support of new trends in design and technology.

In 2011, he launched GBMhomebroker, an award-winning online trading platform that soon had more transaction volume than 15 independent brokers in Mexico. In 2014, he launched Piggo, a user-friendly platform designed to help average consumers reach a savings objective. Piggo has won several awards, such as Best Innovation Product by the Mexican Internet Association (AMIPCI).

Since becoming general manager in 2017, Javier is tackling the challenge of transforming the wealth management business unit at GBM by designing a hybrid project where a Robo-Advisor, tech platforms, and financial advisors work together to counsel investors and potentialize US $5 billion in assets under management.

Javier is considered a reference for the FinTech sector. He has been invited to numerous national and international forums and is currently acting as a Founding Mentor at Collective Academy, an innovative education project aiming to empower Mexican entrepreneurs. He is certain that it is our responsibility to develop vehicles of social transformation through technology that foster socioeconomic development and the wellbeing of Mexicans and people across the world.

Javier Martínez Morodo will be one of our star speakers at Portada Mexico on October 17, where he will lead a workshop on innovation and FinTech titled FinTech Innovation: Key Learnings for Brand Managers. To join the conversation, register for Portada Mexico now, you’re still on time for early bird tickets!


Our sixth annual Foro Portada Mexico took place on October 11 in Mexico City’s Hotel Presidente InterContinental. All the pictures below:

The 7th Annual Edition of the Foro Portada Mexico will take place on October 10, 2017.

The 5th anual edition of our Foro Mexico de Publicidad y Medios was held last Tuesday at the hotel Presidente Intercontinental in Mexico City. The program was divided into four different sessions including topics such online video marketing, marketing to the new Mexican woman, social advertising, and Mexico as a brand. All panels and presentations were led by senior agency, brand and media executives.

by Ximena Cassab translated by Celeste Martorana

IMG_0030-250x250“In Latin America, online videos represent only one percent of TV advertising. There is a huge potential for growth there,” said Marcos Baer, Publishing of Portada, opening the Forum. Baer, mentioned other key growth drivers of the Mexican marketing sector, such as the quickly expanding market of paid social as well as the increased use of programmatic buying.

Baer also highlighted that the most important technology and marketing (Ad-Tech) companies have a presence in the region. “This means there is significant interest in making this market grow and that there is the expertise to do it,” said Marcos Baer.

Marine Garmrouguian, Head of programmatic Havas Media Group Mexico and Gustavo Rivera, Director de Mexico, Emerging Markets YuMe who participated in the video marketing session agreed that in Mexico, and Latin America in general, brands are still relying too much on Facebook and Youtube as major platforms to publish their content, but these platforms may not always be the most appropriate for a brand’s objectives.

Communication Architects

Eduardo Angulo, Marketing Director at Unilever Mexico, recommends that marketers “should work as architects of communication” to build a framework that allows a product’s steady growth over the years. Angulo  showed that this has been the case with Knorr, a major Unilever brand. Knorr has an 80 percent market share. This is due, to a large part, because it historically has targeted its marketing messages to housewives and only lately added men to their target, as both men and women now increasingly enjoy cooking.

Concerning social ads, companies need to create valuable content for their users and learn to study the data generated to make the most of social platforms. (Check out the article about the Social Advertising Session at #PortadaMX with Volaris’ Ricardo Rivera and Arena Media Juliana Sarria)

Towards the end of the forum, leading marketers from Cerveza Victoria, Grupo Posadas and Medula Network spoke about how to take advantage of all the marvels Mexico offers as a country to sell their own products; and also the importance of recognizing the negative aspects so as to be aware of how to deal with them.

Juliana Sarria, CSL of Strategy and Product at Arena, and Ricardo Rivera, Head of Marketing of Volaris, spoke at the fifth edition of Portada’s annual Foro Mexico de Publicidad y Medios  (#PortadaMX ) about the very quickly growing sector of social advertising. Both executives shared their strategies for social ads, explained the challenges they are facing and talked about how corporate organizations need to adjust to take full advantage of social marketing.

By Ximena Cassab and translated by Celeste Martorana

IMG_0057-250x250“Social Media is the ecosystem that brings it all together. A brand that is not in Social Media, it’s almost as if it doesn’t exist at all,” said Juliana Sarria, CSL of Strategy and Product at Arena.
Both Sarria and Rivera agreed that in order to really take advantage of social networking it is necessary to know what audiences want and how to publish the right messages to reach them. A key fact is that  Social ads can be measured noted Ricardo Rivera, Head of Marketing at Volaris. Even the emotions a message originates in a user can be measured.  But, Rivera cautioned:  “companies need to exploit these tools much more through trial and error and experiment with the content of social ad messages.”

Companies need to exploit these measuring tools much more through trial and error of social ads.

Key Questions that were answered

How is the conversion from social advertising to the actual purchase (e-commerce)?

Juliana Sarria: “Mexicans still feel uncomfortable with e-commerce. Social media and e-commerce try to make the user feel more comfortable in the digital environment. Social ads’ main role is to close the distance between the online shopping experience (point of purchase) and the consumer. However, you need to understand. A user is simply not going to jump from information posted on a social network to right away purchase a product online.”

Ricardo Rivera: “At Volaris, 87% of our followers in social networks are there to learn about special promotions. Of these 87%, 54% are only interested in promotions and not in any other information. The travel  industry is an industry where people will ask you about products. The connection with e-commerce is crucial. But it is necessary to study what behaviour the user has until he/she makes the purchase.”

At Volaris, we have had tweets that have generated one million dollars in purchases.

How can  valuable content for social network users be generated?

Juliana Sarria: “If we’re going to bomb users with information, we must do so with valuable content. The problem is that most companies have very young people working as community managers. They lack the necessary experience and have no knowledge of how to act during a  crisis. The person in charge of a company’s communication over social networks should be prepared to face those situations and more. They are the voice of the brand. The reality is that good content is related to high costs. The potential of the data, technology and content will become enormous if you provide specialized and targeted content to the end-user.”

Ricardo Rivera: “Brands have to take advantage of the fact that they can say something relevant in a conversation. For example, if a flight is delayed, you can give notice through social networks, or through an app. We have noticed passengers turn on their mobiles immediately after the plane has landed. They can be targeted with special messages. Social messaging is huge for the travel industry.”

What do brands need to leverage the data and content generated in social networks?
Ricardo Rivera: “We need attribution managers,  managers who are responsible for their areas specifically and in charge of analyzing the exchange of information between social networks, websites and e-commerce pages. Brands need to further analyze users so as to find out what they like and we need a trained and skilled  team to do this.We need to rethink the traditional structure of a company and create new job titles, such as as Head of Engagement. ”

Juliana Sarria: “We need clients to trust their agencies and share the data with the agency. The data needs to be shared so that it can be analyzed at the right time.”


Article: How Social Advertising is becoming huge in LatAm
-Interview: interview with Ricardo Rivera, Head of Marketing at Volaris.

Watch the below VIDEO (in Spanish), with Ricardo Rivera, Marketing Director of Volaris, taken at #PortadaMx this week.


Volaris, the low-cost Mexican airline that has an important presence in the U.S. Hispanic market, is one of the pioneers in Mexican online marketing. Approximately 60% of Volaris’ sales are done through online channels, a very high ratio for the Mexican and U.S. Hispanic market where it mostly targets Spanish-dominant  Hispanics. Ricardo Rivera, Head of Marketing, Volaris (watch Video in Spanish), one of the major brand marketers participating at #PortadaLat in Miami on June 8-9, spoke to Portada about what he has  learned in digital marketing and social marketing so far and what he recommends  companies to do to keep up with the latest  trends.

Interview conducted  by Ximena Cassab

Portada: How do you combine advertising with editorial content in social media?

Ricardo Rivera Alaniz_BW_100x100RR: “There are many points that help us keep balanced. The first one is the geotargeting of the messages. 85 per cent of our followers are actually interested in our sales promotions, and 54 per cent of them are only interested in the sales promotion. So it doesn’t feel intrusive to publish our special offers. What will feel intrusive is to publish offers that aren’t relevant to our followers. We can not ignore that people are looking for fares that make you travel, and that’s what we provide them.  On the other hand, there are some topics  that generate more engagement, and we are looking for them all the time. One example is social responsibility. People react very positive to this information and it also generates a lot of engagement. We have also found it very effective to talk about recommendations to travel for less money. People appreciate it.”

We have to get rid of the media manager who only compares media, and start having the one who analyzes performance.

Portada: Talking about geotargeting, in what ways do you segment your customer base?
RR: “Now, thanks to global pages, we have the possibility to conduct  a more segmented management of our audience. We need to do this to be more relevant. Our followers speak different languages; even those who speak Spanish don’t use the same expressions. We need managers responsible for each country and region so that our messages sound natural. We do not deal with the complexity of personalization. I am not worried about this. What we need to have very clear are the engagement success measures and the conversions of this into sales. As long as this is working out well, the complexity will be welcome.”

Portada: Is it more risky to adopt a generalist approach?
RR: “It is much more risky because you take the chance of being less relevant, by speaking in a language or a tone that isn’t used or won’t be understood in a certain country or region. You lose punch of what we call “reactvertising”; what is happening now in this country or in this city. You can’t lose real time advertising.”

Portada: With the development of digital marketing, what structural changes do the companies need?
RR: “We need a performance manager. Many industries today have media managers but this should end. They need someone who can measure each of the advertising channels with precision. We have to get rid of the media manager who only compare media, and start having managers  who analyze performance. The ideal professional for this would be a highly specialized mathematician, someone with curiosity regarding digital matters. We also need an engagement manager, who is in charge of social media, content strategy, sponsors. All this must be put together in the same channel, and with the main goal of generating engagement. This person should be a strategic thinker. It is easy to get lost, this is why you need someone with a market strategy, brand-building strategy, and customer understanding point of view. This way, you will be able to generate engagement with a cause. The challenge here is to manage a hybrid model between in-house and out-of house resources. These managers must have clarity about how their business works so that they can communicate their needs to an external expert agency.”

I recommend a hybrid model, where you keep the most strategic areas covered inside the company, and outsource those things where the agency will do a better job.

Portada: How do you choose the best agency?
RR: “There is no absolute recipe.To choose the right one, you have to pay attention to two things: the car and the driver. There are people who have amazing platforms but don’t know how to use it, and can’t even explain to you how it really works. Sometimes it is better to choose someone who might doesn’t have the newest technology but who is an expert in the subject and gives you an excellent customer service.”

Portada: What should any company take into notice when entering the Latin-American market?
RR: “The Latin-American market needs very simple messages. Irony, for example, doesn’t really work here. You might use it in a couple of twits but not in a whole campaign. People won’t understand nor like it. We are very simple.Also, the penetration of social media is still very low. There are places where Twitter doesn’t even exist. I would recommend having a very strong Facebook strategy if you want to enter this market; the other networks are still developing. And if you are trying to sell by e-commerce, take into notice that people here use their desktop computer at work most of the time. They will use smartphones to stay informed, but the final sale will be made on the computer and during working hours.”

Watch the below VIDEO (in Spanish), with Ricardo Rivera, Marketing Director of Volaris, taken at #PortadaMx this week.