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What: Marketing decision-makers and brand innovation experts shared insights on the advance of marketing technology and multicultural marketing at Portada New York on September 12. Here are some of the takeaways that you missed.
Why it matters: In its thirteenth annual edition, Portada New York gathered marketers and agency executives engaged with major brands, and provided a space for top-quality knowledge-sharing and networking.

Brand Innovation Expert Nick Kelly
ABinBev’s Head of US Sports Marketing Nick Kelly in conversation with Portada’s Editorial Coordinator

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

As demonstrated throughout the Portada New York series of talks on September 12, both brands and service providers are getting ahead, and it is precisely spaces like these that allow collective knowledge to grow.

Brand Innovation Experts at Work

During the private activities of the Portada Council System on September 11, three of the council units, the Agency Star Committeethe Brand Star Committeeand the Sports Marketing Board discussed relevant topics like improving communication between media planning and

Brand Innovation Experts at work
Sprint’s Francisco Morillo and Nestle’s Kristin Sanchez at the Brand Star Committee meeting

investment teams, increased need for tech knowledge, the fluidity of multicultural identities, the impact of the current political environment in marketing campaigns, the momentum of women’s sports, and more.

Attendees could network with members of the Portada Council System the day after, and listen to the brilliant speakers on the Portada New York agenda. At the Portada Meet-Up session, ticket holders held one-on-one meetings with brand and agency executives of their choice. Here are some of the key takeaways of the #PortadaNY panels.

 

 

Key Takeaways

“Member journey analysis provides us with the information to assign different parts of our organization to a customer.”

(Kim Lauersdorf, Vice President, Marketing, EmblemHealth)

 

“5G is going to remove encumbrance for consumers to get to objects of fandom more often .and re-engage with them.”  

(Peter Sorckoff, Founder & CEO, Seer World)

 

“Identifying consumer insights has become more important than ever. Creating intimate experiences is essential to engage like-minded consumers.”

(Manny Gonzalez, Senior Director, Trade Marketing-Cultural Diversity, Moët Hennessy USA)

 

“Our successful campaign is making the company reconsider how to think about multicultural.”

(Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural, KIA Motors America)

 

“You can’t just look at ratings. Millennials use many screens and multitask, but  they are more engaged than ever although the viewership numbers may decline.”

(Nick Kelly, Head of US Sports Marketing, Anheuser-Busch InBev)

 

“Out of home didn’t use to be as important, now it’s a must. Together with digital, it makes a perfect match: DOOH has grown more than any other traditional media, and it creates the most awareness.”

(Jill Brooks, Business Development Director, LATCOM)

 

“African-American, Hispanic and Asian over-index as e-sports players vs. the general population.”

(Josh Cella, Head of Global Partnerships, Activision Blizzard Esports)

 

 

“Podcasts like Serial drive Superbowl size audiences. Podcasting also tends to skew younger.”  

(Lisa Baird, CMO, New York Public Radio)

 

 

 

Key brand decision-makers will discuss what is the future of marketing THIS WEEK on September 12 at the Westin Times Square. The agenda includes: multicultural marketing in America, 5G, smart cities, experiential marketing, and much more. Four 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.

 

 

Join the Conversation About What is the Future of Marketing at Portada New York

This year, for the 13th annual edition of Portada New York, marketing innovators will delve deep into the best practices of marketing technology and will discuss new insights to target consumers in Multicultural America. 

On September 12 at the Westin Times Square, top brands will show how they’re evolving their video and mobile marketing toolkit to engage consumers with entertainment and sports content. In addition, brilliant speakers will discuss the future of experiential marketing, omni-channel marketing and multi-touchpoint attributions, as well as how 5G will revolutionize connectivity.

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

Portada New York 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). 

 

Don’t miss these brand innovation stars at Portada New York. Get your tickets at a special price (US100 off) before Friday the 6th. To find out about other business and branding opportunities, contact Isabel Ojeda at isabel@portada-online.com

 

Brand Innovation Speakers to take the Portada New York Stage:

 

TRANSCREATION

brand innovation expert
Kim Lauersdorf

Kim Lauersdorf, Vice President, Marketing at EmblemHealth @EmblemHealth

interviewed by David Queamante, SVP, Client Business Partner
Marketing in multicultural America means to recreate precise brand content to effectively preserve its creative and emotional intent while making it resonate in other languages and cultures.

 

 

INNOVATION SHOWCASE: The Future of Fandom: 5G and Smart Cities

brand innovation expert
Peter Sorckoff

Peter Sorckoff, Founder & CEO, Seer World @PeterSorckoff

interviewed by Francisco Morillo, Digital Marketing Manager, Sprint 

What happens in a world without lag? 5G and Smart Cities are coming and bring a ton of opportunities for marketers to become even closer to their biggest fans.

 

 

ENGAGING THE BIG APPLE’S CULTURALLY DIVERSE AUDIENCE

Lisa Baird, CMO, New York Public Radio (NPR)
interviewed by Ward Bullard, Chair of Portada’s Sports Marketing Board

As local journalism declines and podcasting continues to grow, NYPR is committed to reaching a larger, more diverse audience with rigorous reporting and news, important conversation, classical music, and entertaining and informative podcasts.

 

 

CREATING BRANDED CONTENT TO CHANGE BRAND PERCEPTION

Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural, Kia Motors @EugeneASantos

Kia’s new tagline, “Give It Everything” has redefined its marketing approach and spirit of trying harder, working smarter, build better and sweat every detail. In many respects, this is the U.S Hispanic story. Kia Latino is redefining how the organization is using influencers and dual-language marketing to provide authenticity. But what are the KPIs that truly matter to measure success? Is Custom Content with partners important to change perception?

 

 

THE EXPERIENTIAL MARKETING CONUNDRUM: How to measure ROI and transfer best practices between marketing platforms.  

expert in the future of marketing
Felix Palau

Felix Palau, Group Brand Director Tequila, Proximo Spirits

in conversation with Michael Temple, VP, National Marketing & Events, CENTURY 21

Experiential marketing has many investment items including entertainment/sports property sponsorship, media, point of sales, events, etc. Major experiential marketers constantly measure the effectiveness of their sponsorships ROI and set best practices to be transferred among all platforms. Hear how two leading experiential marketers deal with these challenges.

 

 

 

What: We’re thrilled to announce the addition of brand innovation experts from top brands such as EmblemHealth, CENTURY21, NYPR, Sprint and more to the PortadaNY agenda.
Why it matters: The 13th edition of Portada New York will feature talks and panels with top-notch brand executives. To network live with the PortadaNY speakers and members of three Portada Council System units, get your tickets with a special $100 US discount until August 30.

 

Unlocking Brand Innovation at Portada New York

Join us for the 13th annual edition of Portada New York where marketing innovators will delve deep into how best to leverage marketing technology and new consumer insights in Multicultural America. 

Portada New York 2018

On the agenda on September 12: How brands are evolving their video and mobile marketing toolkit to engage consumers with entertainment and sports content. Hispanic retail marketing insights, How to best leverage technology for experiential marketing. Omni-channel marketing and multi-touchpoint attributions, How 5G will change connectivity and content development. And much more…

Portada New York will also be the meeting point for Portada’s Council System with the Americas Board, Brand Star Committee, Agency Star Committee and Sports Marketing Board holding their second 2019 in-person meetings at the same venue.

Portada New York 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). 

 

Don’t miss these brand innovation stars at Portada New York. Get your tickets at a special price (US100 off) before Friday the 30th. To find out about other business and branding opportunities, contact Sales Coordinator Michelle Lopez at michelle@portada-online.com

 

New Brand Innovation Speakers to take the Portada New York Stage:

 

TRANSCREATION

brand innovation expert
Kim Lauersdorf

Kim Lauersdorf, Vice President, Marketing at EmblemHealth @EmblemHealth

interviewed by David Queamante, SVP, Client Business Partner 

Marketing in multicultural America means to recreate precise brand content to effectively preserve its creative and emotional intent while making it resonate in other languages and cultures. 

 

 

INNOVATION SHOWCASE: The Future of Fandom: 5G and Smart Cities

brand innovation expert
Peter Sorckoff

Peter Sorckoff, Founder & CEO, Seer World @PeterSorckoff

interviewed by Francisco Morillo, Digital Marketing Manager, Sprint 

What happens in a world without lag? 5G and Smart Cities are coming and bring a ton of opportunities for marketers to become even closer to their biggest fans.

 

 

ENGAGING THE BIG APPLE’S CULTURALLY DIVERSE AUDIENCE

Ward Bullard

Lisa Baird, CMO, New York Public Radio (NPR)
interviewed by Ward Bullard, Chair of Portada’s Sports Marketing Board

As local journalism declines and podcasting continues to grow, NYPR is committed to reaching a larger, more diverse audience with rigorous reporting and news, important conversation, classical music, and entertaining and informative podcasts.

 

 

 

They Will Be Joining These Other Brilliant Speakers

 

CREATING BRANDED CONTENT TO CHANGE BRAND PERCEPTION

Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural, Kia Motors @EugeneASantos

Kia’s new tagline, “Give It Everything” has redefined its marketing approach and spirit of trying harder, working smarter, build better and sweat every detail. In many respects, this is the U.S Hispanic story. Kia Latino is redefining how the organization is using influencers and dual-language marketing to provide authenticity. But what are the KPIs that truly matter to measure success? Is Custom Content with partners important to change perception?

 

 

THE EXPERIENTIAL MARKETING CONUNDRUM: How to measure ROI and transfer best practices between marketing platforms.  

Felix Palau

Felix Palau, Group Brand Director Tequila, Proximo Spirits

in conversation with Michael Temple, VP, National Marketing & Events, CENTURY 21

Experiential marketing has many investment items including entertainment/sports property sponsorship, media, point of sales, events, etc. Major experiential marketers constantly measure the effectiveness of their sponsorships ROI and set best practices to be transferred among all platforms. Hear how two leading experiential marketers deal with these challenges.

 

 

 

Portada NY’s top-notch program includes unique networking and one-on-one knowledge-sharing opportunities with brand marketers who are members of Portada’s Council System. Check out the evolving agenda and get tickets here (early bird expires on July 31!).

Join us for the 13th annual edition of Portada New York where marketing innovators will delve deep into how best to leverage marketing technology and new consumer insights in Multicultural America.

 

On the agenda on September 12

Senior brand executives and thought leaders will explore topics including the below:

  • PASSION POINT FOOD: Food is a key cultural factor to bring Hispanic families together.
  • THE EXPERIENTIAL MARKETING CONUNDRUM: How to measure ROI and transfer best practices between marketing platforms.
  • OMNICHANNEL MARKETING TARGETING LATIN AUDIENCES: A case study.
  • 5G: How increased connectivity will change media and content strategies…
  • HOW MULTI-TOUCH ATTRIBUTION IS EMPOWERING VIDEO
  • HOT TOPIC: Multicultural Audience Measurement- Solution Approaches.

 

Choose Your First-Rate Networking Opportunities

Networking and Knowledge-Sharing OpportunitiesPortada New York will also be the meeting point for Portada’s Council System with the Brand Star Committee, Agency Star Committee and the Sports Marketing Board holding their second 2019 in-person meetings.

In addition, Portada NY offers senior executives from tech, media and marketing firms the opportunity to interact with brand marketers through Portada’s one-on-one meet-up offering.

 

THE LIST OF MARKETERS AVAILABLE FOR ONE-ON-ONE MEETINGS INCLUDES:

Director, Consumer Marketing Sponsorships, ALLSTATE INSURANCE

VP, Field Marketing Sponsorships & Events, CONSTELLATION BRANDS

VP, Head of Sponsorships North America, MASTERCARD

Group Brand Director Tequila, PROXIMO SPIRITS

VP, Marketing, NORTHGATE MARKETS

Head of US Sports Marketing, ANHEUSER-BUSCH INBEV

Senior Manager, Advertising & Marketing, Multicultural, KIA MOTORS AMERICA

Multicultural Marketing Manager, NESTLE USA

VP, Global Sponsorships, SAP

Senior Brand and Latino Marketing Manager, INTUIT

National Media Manager, JCPENNEY

VP, Hispanic Segment Strategy Leader, WELLS FARGO

Program Leader, Hispanic Marketing & Advertising, DOMINO’S

National Director, Multicultural & Growth Markets, REALOGY

Director, Mexican Imports, ANHEUSER-BUSCH

US Managing Director, CH CAROLINA HERRERA

Digital Marketing Manager – SEM & SEO, SPRINT

Head of Marketing, EL SUPER

Assistant VP, Brand Marketing & Advertising, OPPENHEIMERFUNDS

Senior Brand Manager, DEWARS SCOTCH WHISKY BACARDI

Sr. Director of Global Marketing, PAULA’S CHOICE SKINCARE LLC

Brand Director, HEINEKEN

EVP I CMO, CURACAO

VP, Sponsorships, WELLS FARGO

Manager, CALIFORNIA ENDOWMENT

Associate Marketing Manager Multicultural, ALLSTATE INSURANCE

Category Marketing Manager, GRACEKENNEDY LTD

‎SVP Multicultural Lead, STARCOM

SVP Media Director, STARCOM

VP Media Director, PUBLICIS GROUPE

Senior Digital Director, Senior Partner, GROUPM

Multicultural Manager, National Video Investment, GROUPM

SVP Director Multicultural, SPARK FOUNDRY

Director of Performance Media, THE SHIPYARD

Director, HEARTS & SCIENCE

Supervisor Buying, OMD USA

Media Director, SPARK FOUNDRY

VP Media Director, SPARK FOUNDRY

SVP Client Business Partner, UMWW

Director Multicultural, HAWORTH MARKETING + MEDIA

And many more!

 

CLICK HERE TO GET EARLY-BIRD TICKETS! ($599) (EXPIRING THIS 07/31)

 

What: Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural at Kia Motors gave Portada his 4 key insights on automotive brand marketing and how to win Hispanics’ hearts.
Why it matters: It’s no secret that Hispanics love a good car. The auto industry in the U.S. is growing, just as well as the multicultural population in the U.S. According to a Statista timeline, digital advertising spending of the U.S. automotive industry is expected to reach US $15.5 billion this year.

 

Automotive brand marketing is just like marketing in any other industry. In order to get it right, marketers need to approach it with the right set of tools and a great deal of creativity. Add a multicultural component to the mix, and you’ll get a more complicated task. However, if brands take the time to really understand the target and the way consumers relate to the category, they might end up getting a recipe to success.

Eugene Santos

When the 2018 Kia Rio was named one of the top 10 best vehicles for Hispanics by the Hispanic Motor Press Foundation, the company had already been targeting this multicultural segment for years. However, Kia Motors only started selling cars in the U.S. in the 90’s. How does a relatively new brand compete with powerhouses of the automotive industry in order to gain Hispanics’ hearts?

We talked to Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural at Kia Motors to get his key insights about what the brand is planning to engage Hispanic consumers more effectively.

 

We use AI to engage consumers who are in the ‘discovery’ and ‘research phases of their consumer journey.

1. Automotive Brand Marketing 101: Make Sure You Engage Your Consumers

Firstly, says Eugene Santos, you have to ensure you understand how your consumers engage with your content. Like any other brand, Kia uses a mix of KPI’s and likes/dislikes ratios, but it is also aware of the important role of the right technologies. “We use AI to engage consumers who are in the ‘discovery’ and ‘research phases of their consumer journey,” explains Santos. ” This gives us an opportunity to look at the multicultural aspect as well.”

 

2. When Targeting Hispanics, Always Think In-Culture

According to Kia’s latest reports, sales grew 1% in May, mostly thanks to a rise in sales of a favorite of Hispanics— the Kia Soul. “Hispanics are a big part of our success, especially in a flat market,” reveals Santos. “The multicultural segment growth has allowed us to stay on pace or ahead of business plans. The Soul has traditionally over-indexed within the Hispanic segment. It tends to skew towards a younger audience and mirrors the demographics of the Hispanic consumer.”

Kia Soul - Automotive Brand Marketing Case StudyTherefore, these results show the brand is already doing something right. When asked about the approach Kia takes when marketing to Hispanics, Santos hits the nail in the head. “We don’t like to approach this segment by thinking ‘Spanish or English’? But rather, ‘How do we communicate in-culture? And that can be a combination of either language as it relates to our target audience and the look/feel of our campaign.”

 

 

3. Choose the Right Message, Make it Emotional

When asked about messaging, Santos explains that the brand continuously tries to build an emotional connection with the Hispanic segment. The new campaign will “tell the story of the ‘unsung heroes’ who work hard to accomplish their life’s mission but don’t necessarily crave the spotlight.” Kia has previously incorporated into their narrative real stories of hard-working Latinos (watch below). Santos says “this will bring a connection Hispanic consumers by showing Kia lives by the same values as them.”

4. Learn From Your (More Experienced) Competitors

In 2017, Dealer Marketing Magazine reported that vehicle purchases by Hispanics would double from 2010 to 2020. Because of tradition from their origin countries, Hispanics have a famous fondness for Japanese cars. In fact, in 2014, Hispanics were contributing to nearly 40% and 30% of total brand growth for Toyota and Nissan, respectively.

Thus, we wanted to know Santos’s thoughts on how the relatively new player from Korea competes with these brands. “They’ve been communicating with the Hispanic segment for a very long time, longer than Kia,” agrees Santos. “I started my automotive career at Honda, and having seen their work ethic first hand, I am proud to say that Kia is on its way.”

But what sets Kia apart? Its “Give it Everything” philosophy, that “underdog spirit that has helped us improve our vehicle quality, and technology that has allowed us to outperform even luxury brands,” shares Santos.

In conclusion, Kia is young, but it is on the right track towards Hispanics’ hearts. To find out more about automotive brand marketing first-hand from the experts, join Portada New York!

 

 

What: Nick Kelly, Head of US Sports Marketing at Anheuser-Busch InBev is the most recent addition to Portada’s Sports Marketing Board. He will take the Portada NY stage on September 12 to discuss sports marketing’s imminent issues.
Why it matters: Sports marketing has grown to a great extent in the last years. Nick Kelly is one of the brilliant speakers that will share their expertise with Portada NY attendees at the Westin Times Square.

 

Nick Kelly

Nick Kelly first arrived at Anheuser-Busch in 2014. Back then he filled the role of Director of Experiential Marketing, Sports. As such, he learned a great deal about effective ways to use sports properties. The task wasn’t easy: he had to drive the growth of sports fans’ loyalty and love for A-B’s brands.

However, Kelly was no amateur. By the time he began at A-B, he already had 2 and a half years of experience at NASCAR under his belt. As Marketing and Communications Lead, he developed a strategy that helped increase family ticket-sales by 300%. Moreover, he played a key role in the negotiations that secured important partnership closings and renewals.

Therefore, he was ready to deal with whatever challenges A-B had for him in 2015. The company renegotiated 70 of its 88 domestic team sponsorships within his first 18 months on the job, and renewed deals with the NBA and NFL.

New Perspectives

A bit later, in 2017, Nick Kelly was bringing a whole new perspective to experiential marketing. A-B’s way of engaging with consumers was completely evolving. About that, he told Portada: “A-B has drastically shifted its model for how to activate sports. We’ve taken a hard pivot from being present to actually having a meaning.”

Kelly had a chance to really prove that in 2018. By then, A-B had promoted him to Head of U.S. Sports Marketing. Budweiser was the FIFA World Cup’s official beer, which meant the best possible opportunity to raise awareness of the brand across the world. Thus, A-B put together a big global campaign to make sure everyone had “a bud” on one hand while watching the tournament.

We’ve taken a hard pivot from being present to actually having a meaning.

Learn From Nick Kelly Live

Portada is thrilled to welcome Nick Kelly to the Sports Marketing Board. This unit of Portada’s Council System will hold its next in-person meeting at Portada New York, at the Hotel Westin Times Square. In addition, Kelly will be a keynote speaker on September 12, together with sports marketing experts Felix Palau (Proximo Spirits) and Eugene Santos (Kia Motors America). Attendees will have a chance to listen first-hand to all the brilliant speakers of the list. Also, there’ll be plenty of networking opportunities.

 

 

 

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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#PortadaNY was a great opportunity for attendees to learn about what needs to be done to guarantee brand safety. Susan Schiekofer, Chief Digital Investment Officer of GroupM, provided key insights on the topic. Additionally, Seraj Bharwani, Chief Strategy Officer at AcuityAds, discussed the results of a survey about consumer attention to video advertising done in partnership with Portada. Bharwani stressed that brands want both attention and engagement. But while “you can optimize for one” metric very well, that usually “tanks the other’s results.”

The Portada New York conference received attendees from all over the Americas, who had the opportunity to network one-on-one with executives of their choice and listen to experts in marketing discuss the most important issues shaping the industry. Brand safety and attention to video advertising were an important part of the program.

1. If you aren’t concerned about brand safety right now, you’re already behind

As consumers are becoming more attuned to digital issues like fake news, transparency and ad fraud, brands are in turn demanding higher digital advertising standards and policies.

Citing particularly egregious examples of advertiser behavior, panelist Susan Schiekofer, Chief Digital Investment Officer of GroupM, noted that “as an industry, we don’t want to support that type of environment.” And more than that, it is just as important for executives to get out in front of consumer’s (and, in turn, brand’s) concerns and self-regulate. Governments policing the space through regulations like GDPR are not the optimal vehicle.

Specifically, Schiekofer pointed out that the industry has to educate consumers on their business model—”it’s either a pay wall or advertising” supporting great content. While many brands are already self-regulating and allow consumers to opt out of data collection, for example, they must do a better job at taking responsibility for outreach.

2. Brands want both attention and engagement. Pick one

Only 7% of U.S. advertisers say that their videos are watched all the way through, according to Seraj Bharwani, Chief Strategy Officer of AcuityAds. While that rate jumps to 12% for LATAM advertisers, those results are still abysmal. And in the face of rising competition for consumers’ eyeballs, digital advertisers are under increasing pressure to deliver results.
Bharwani suggested that part of the problem is in how brands are defining results: they want both attention and engagement. But while “you can optimize for one” metric very well, that usually “tanks the other’s results.” It’s incredibly difficult to do both well. The most successful ads, per Bharwani, don’t try to do it all but either aim to inform or entertain the consumer.
In summary, we will leave off with the best digital video practices courtesy of Bharwani: Use people’s behavior on social media to tailor content. Don’t force them to watch it. And don’t make them pay for it. Deliver the ad when there is less noise and distraction in the market.

Portada 2019 Events 

March 15, 2019: Portada Los Angeles, Hotel Loews Santa Monica, Los Angeles
April 3, 2019: Data and Content Marketing Forum, New York City
April 12, 2019: Portada Miami:  Hotel EAST, Miami 
September 12, 2019: Portada New York, Yotel New York, New York City 
October 17, 2019: Portada Mexico, Casa Lamm, Mexico City

What: The winners of the 2018 Portada Awards were announced during an exclusive party at the end of #PortadaNY on September 25.
Why it matters: The winners of each of the five Portada Awards categories are a good representation of successful practices in the marketing and advertising industry.

 

After a full day of panels, speed-networking, delicious food and great views of the Manhattan skyline, Portada was thrilled to close the annual Portada New York marketing conference with an Award Ceremony last night, in which the five Portada Award Winners were announced. The principal of Portada’s non-for-profit partner BOSS NYC, Josh Solomon, kick-started the show. Also present were the sponsors of Portada New York: Adsmovil, AcuityAds, Cultura Colectiva, HCode, Latcom, Oath, Undertone, and VidaPrimo.

 

 

The Winners of the 2018 Portada Awards 

 

Grassroots Multicultural Fan Engagement by a Team, Property or League


NASCAR Latino, “NASCAR Latino Grassroots Influencer Program”

 

 

Best Multicultural Engagement Activation by a Brand with a Team or League

 

American Airlines, “Extending the Culture of Carnaval / When RIO Carnaval meets U.S. Basketball”

 

Best Soccer-Specific Activation in North America

 

Club de Cuervos / Netflix, “Chava en Rusia”

 

Top Brand Marketer Driven by Multicultural Insights


Jorge Inda Meza, Head of Marketing, West Region, Anheuser-Busch

 

Top Campaign Driven by Multicultural Insights


Gallegos United, “El Chavo/Toma leche”

 

 

The juries that chose the winners were composed by members of Portada’s Sports Marketing Board and Agency Star Committee, two units of the exclusive Council System, which is formed by seven units in total, and whose members will have four private meetings in 2019. To find out more about this and other opportunities Portada has to offer, contact sales coordinator Michelle Lopez at michelle@portada-online.com

Portada 2019 Events 

March 15, 2019: Portada Los Angeles -Brands-Sports Summit, Hotel Loews Santa Monica, Los Angeles
April 3, 2019: Data and Content Marketing Forum, New York City
April 12, 2019: Portada Miami:  Hotel EAST, Miami 
September 12, 2019: Portada New York, Yotel New York, New York City 
October 17, 2019: Portada Mexico, Casa Lamm, Mexico City

 

What: Portada New York included two sports marketing panels, featuring Portada Sports Marketing Board member and Allstate Director Consumer Marketing-Sponsorships, Daniel Keats, Comcast’s Hispanic Marketing Director Alejandro Solorio, Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment and Jon Patricof, president of the New York City Football Club.
Why it matters: Even though soccer is yet growing in the United States, marketers need to take advantage of the sports business potential of the event; the #PortadaNY panels offered interesting insights on the opportunities to look out for.

Tuesday may have been a dark and rainy day in New York, but it was filled with several bright moments around the business of soccer and engagement, especially with the Latino community.
Portada New York included a morning session centered on this past summer’s World Cup and the various ways brands, whether they were official partners or not, found ways to both engage and grow their soccer involvement. Portada Sports Marketing board member and Allstate (@AllstateDirector of Sports Marketing Daniel Keats and Comcast’s (@comcastHispanic Marketing Director Alejandro Solorio offered their thoughts in a great discussion.

Some key takeaways

Mexico fans at World Cup 2018 Credit: Soccer.ru

The passion of soccer in the U,S, is still evolving; you didn’t have to be a World Cup brand to realize the sports business potential of the event. We were not, yet we were able to find ways through our work with the Mexican National Team to take advantage of their success and expand our reach. We believe our programs are going to yield great benefits over time as we build the fan and consumer for life.” – Daniel Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance

“Our investment in soccer is for the long-term, starting at the grassroots with programs like LIGA MX and Alianza de futbol, which creates professional and college opportunities for young Latino players. We think this is the right way to engage the Latino consumer, especially the family, over an extended period and will see our return over time.” – Daniel Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance

All in all the message was clear for the morning: brands and media companies have found a path that works for them…

Solorio talked at length about Comcast’s technical innovations using video and data in the mobile space during the World Cup to provide custom viewing experiences for fans, but more importantly he was adamant that investing in the sport means establishing touch points not just around one massive event, but throughout the year.

The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

Soccer needs to be seen as a strategy not a tactic, you have to be immersed in the sport if you want to be seen as authentic, whether you are speaking to an Anglo or Latino consumer.” – Alejandro Solorio, Hispanic Marketing Director, Comcast Corporation

All in all the message was clear for the morning: brands and media companies have found a path that works for them, and it takes them right to the heart of the fastest growing demo in the U.S., the increasingly affluent and always engaged Latino consumer.

NYCFC grows its brand proactively

In a discussion between NYCFC President Jon Patricof and Michael Neuman, EVP, Managing Partner at Scout Sports and Entertainment, a division of Horizon Media (and Portada Sports Marketing Board member), the growth of NYCFC as a property in the crowded marketplace was quite evident. Not only is the club growing as it again heads towards the MLS Playoffs, but it is being a proactive leader in soccer in North America.

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Some key thoughts from Patricof:

Michael Neuman and Jon Patricof

The idea of relegation is somewhat overblown. If you look at the success of teams in the USL,  the teams that do well are getting the chance to move up to MLS which is the most important thing if you are a brand that is looking for growth.”

“We know that there are four million soccer fans in the New York area. Of the four million, only 280,000 we have identified as fans of NYCFC. Our job is to help convert the rest of that audience to engage with our team and brand. Once we have them at our matches at Yankee Stadium, we can convert them, but that takes time.”

“Soccer is at a very dynamic moment in time with regard to access. What the NFL, the NBA and other leagues have done is give the media and fans access to learn about the personalities of their Teams. That has not traditionally been done with our sport. As part of City Football, we are changing that. We create great content and events that tell the stories of our players and we give access to fans. It’s the best way to convert savvy soccer fans to join us, and we know that once they get that access they will stay for life.”

Are there still challenges ahead for all those who spoke on Tuesday? For sure, The uncertainty of where US Soccer is going, even with a World Cup coming to North America in 2026, as well as the continued fluidity of MLS (@MLS) (especially as NYCFC (@NYCFCstills searches  for a permanent home), as well as the increased presence of elite European clubs om the business environment in the US present some dark clouds for all, but for the most part, soccer remains a growth property in the U.S., and the ways brands, teams, media companies and even leagues will find ways to engage is still on the upswing. And provided some great learning experiences for all in attendance at Portada New York.

 

What: Natalie Bursztyn, member of the Portada Brand Star Committee, will open a full day of thought-provoking conferences with a talk on DTC brands and e-commerce. To listen to her insights, get your tickets to Portada New York, Sept. 25.
Why it matters: Direct-to-consumer e-commerce is experiencing a meteoric rise. What does the rise of direct-to-consumer brands mean for marketing? Joe Favorito, part of the Portada editorial team, joins Natalie Bursztyn for a thrilling discussion on the matter.

Once upon a time, there were immense barriers to building a brand, and only the big players could dream of launching a company and gaining profit. Times have changed, and now supply chains are rentable, flexible and affordable. Because now the path to consumers is direct, those big companies that had been growing steadily decades ago are not growing anymore, and now anyone can launch a company and be almost sure that it can succeed as long as it answers a need.

According to information from the IAB, 94% of startup founders surveyed by VC firm First Round agreed that now is a good time to be starting a company, precisely because two-thirds of consumers expect direct contact from the brands. The so-called direct-to-consumer (DTC) brands mark an enormous shift in the way products are sold, and for this reason, established companies and industries are living through a disruption that needs to be addressed in order for brands to understand how to communicate with consumers in this new age.

Many of these brands, like Dollar Shave Club, acquired by Unilever in 2016, started online. Then, what is the role of DTC brands and e-commerce in the future? How are brick-and-mortar players supposed to face this change? Some, like Unilever, have decided to purchase the competitor, but big companies worldwide will need to rethink the ways to establish meaningful connections with consumers if they wish to continue growing.

Natalie Bursztyn will be the brilliant speaker covering this topic at Portada New York on September 25. Busztyn oversees global execution of Totto’s marketing strategy across all channels focusing on different market segments. Prior to receiving her MBA from NYU, Natalie directed the strategy, conceptualization and execution of Totto’s first Flagship Store in Bogota, Colombia, as well as worked in the development and implementation of the global brand guidelines. Totto has presence in 52 countries, 600 retail locations and sales of over 14 millions unit in 2014. With the help of Joe Favorito, a member of Portada’s Editorial Team and Chair of the Sports Marketing Board, Bursztyn will delve deep into the topic of DTC brands and e-commerce, and what this means for marketing in the immediate future. Don’t miss her insights, click on the banner below and join us at #PortadaNY now!

What: Fabiola Velarde, U.S. Managing Director at CH Carolina Herrera, will take the stage at #PortadaNY for a talk on fashion marketing. Get tickets!
Why it matters: Lifestyle brands are an interesting category to look at from the marketing perspective, and even more so when a brand uses multicultural insights to reach consumers.

Fashion marketing is a very interesting and particular field of marketing, as it closely communicates with the art of fashion design. Marketing is important in the field because it’s in charge of improving the designers’ creative process by helping them understand the consumer’s needs. Just like in other fields, fashion marketing is supposed to create emotional responses that convert into sales, and while designers are the ones who know how to create the work of art, it’s up to the marketers to find out which kind of art consumers are exactly looking for, and how they want it to be sold to them.

The fashion marketer is essential to understand the impact of fashion trends in business. Perhaps no other industry is as fast-paced as the fashion industry, which moves in very short cycles and forces marketers to continually come up with creative ways to advertise new products. If done well, fashion marketing balances the creative side of fashion with consumers’ needs.

This is the topic that Fabiola Velarde, U.S. Managing Director at CH Carolina Herrera for 12 years, will discuss at #PortadaNY on September 25. Right after a keynote interview on brand safety, Velarde will address attendees and explore the ways fashion marketing is evolving as the U.S. becomes increasingly multicultural. Why and how does a major lifestyle brand like CH use multicultural insights to market to the U.S. consumer? To get answers and learn more about the relationship between fashion and marketing, get your tickets to Portada New York now!

 

Portada is offering a special #PortadaNY discount for attendees who ar passionate about soccer and sports. Portada New York, September 25, will feature brilliant speakers who will discuss various topics related to sports, and the event will close with a flourish: after the last panel, the Portada Awards winners (chosen by the Sports Marketing Board) will be recognized during an exclusive party. Get your tickets for Portada’s annual New York Conference on September 25 and use the code PORTADASPORTS and save US $100!

Time for Sports

This year has been interesting for sports. With the FIFA World Cup recently concluded, clubs going global and teams focusing on local, multicultural efforts, this year’s edition of Portada New York has many exciting surprises prepared for conference attendants. By using the code PORTADASPORTS, you will get the chance to get full-access tickets at US $899 even after prices go up on September 7. Take a look at what’s in store!

Let a Stimulating Agenda Provoke Your Mind

Daniel Keats

Sports is an important passion point, and we are Portada are already known for our brilliant sports marketing experts. This time, however, we have outdone ourselves. Daniel Keats, Director of Consumer Marketing at Allstate and member of the Sports Marketing Board, will take the #PortadaNY stage to discuss the main takeaways from this year’s World Cup. What did we learn about consumer engagement? What worked, what didn’t, and what will the future bring?

 

 

Later in the day, Michael Neuman, EVP, Managing Partner at Scout Sports and Entertainment will have an in-depth conversation with Tom Glick, former Manchester City executive and soon-to-be president of the Carolina Panthers. What are the areas of opportunity for soccer and American football, and what are the chances to go global?

 

For a chance to listen live and network with experts in Sports Marketing, use the code PORTADASPORTS at checkout and save US $100.

Join an Exclusive Ceremony and Party With the Portada Sports Marketing Awards Winners

We received too many brilliant submissions, and Portada’s Sports Marketing board had a hard time choosing the finalists. To find out more about who they chose (and see who you’d like to win), visit the Portada Awards site.

 

GRASSROOTS MULTICULTURAL FAN ENGAGEMENT BY A TEAM, PROPERTY OR LEAGUE
Description: Who has done the best in the past year to engage a multicultural audience? Who were the stakeholders, what were the goals, what media did they use, what was the target audience and how did it go beyond the game?

 

 

BEST MULTICULTURAL ENGAGEMENT ACTIVATION BY A BRAND WITH A TEAM OR LEAGUE
Description: What brand has done the most to work with a team, league or a property to grow and engage in the space of the multicultural sports business?

 

BEST SOCCER SPECIFIC ACTIVATION IN NORTH AMERICA
Description: Soccer is growing every day in North America; what team, league, network, or brand is doing it the best and why? From MLS to European Leagues to World Cup. (Not limited to MLS or to multicultural).

 

 

PORTADA’S SPORTS MARKETING BOARD:

John Alvarado, VP, Brand Marketing, Constellation Brands
Ward Bullard, Board Chair, Stanford University Athletics Department
Shawn J. Bryant, Managing Director, Intel Sports, Intel Corporation
Joe Favorito, Board Chair, Head of Sports Marketing Content, Portada
Federico Grinberg, CEO, Futbol Sites (new member!)
Lorena Holguin, LAC Sponsorship Director, Mastercard (new member!)
Ed Horne, EVP, Endeavor Global Marketing
Jorge Inda Meza, Head of Marketing West Region, Anheuser-Busch
Daniel Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance
Michael Neuman, EVP, Managing Director, Scout Sports and Entertainment
Felix Palau, VP, Marketing, Heineken
Eduardo Pérez, Partner & Founder, PM3
Tiago Pinto, Global Marketing Director, Gatorade Pepsico

To understand how Portada can help meet your needs related to marketing and networking solutions, please reach out to Sales Coordinator Michelle López at michelle@portada-online.com.

Subscribe to Portada’s E-letters and updates!

The nominations were received and the jury voted. After going through a series of brilliant submissions, the finalists have been chosen in each of the five categories of the 2018 Portada Awards. Take a look at the list and get tickets for the award ceremony, to take place at the end of #PortadaNY on September, 25. For even more chances to network with first-rate executives, join us for a list of thought-provoking conferences and choose your one-on-one meetings now!

After a couple of weeks of deliberation, Portada is thrilled to announce the shortlists for the 2018 Portada Awards in its five different categories. The finalists were chosen by the members of Portada’s Council System and Editorial Board.

The Portada Awards Ceremony will be the perfect way to close a full day of thought-provoking conferences, put together with the help of Portada’s premium partners AcuityAds, Adsmovil, HCode, Geoscape, Latcom, Pulpo Media, Undertone, and VidaPrimo.

Moreover, Portada will donate 25% of each ticket to non-for-profit partner BOSS, the Business of Sports School in New York City.

The award finalists were shortlisted per category as follows. To find out more about them and their initiatives, visit the Portada Awards landing page.

 

Top Brand Marketer Driven by Multicultural Insights

Caro D’Antuono, CMO, Northgate Gonzalez

Edwin Gotay, Director, Multicultural Marketing, NASCAR

Jorge Inda Meza, Head of Marketing, West Region, Anheuser-Busch

Ariela Nerubay, CMO, Curacao

Juan Ochoa, Director of Marketing, beIN SPORTS USA

John Sandoval, Brand and Latino Marketing Manager, Intuit

 

 

Top Campaign Driven by Multicultural Insights

T-Mobile, “World Cup 2018”

Gallegos United, “El Chavo”

d exposito & partners, “AARP “Cada paso del camino”

Gallegos United, “Xfinity – Beautifully Bilingual”

MARCA Miami/DishLATINO, “Sigue haciéndola”

Acento Advertising/Wells Fargo, “2018 Soccer Campaign”

AC&M Group, Bojangles, “TeleBOvela: El Sabor de la Pasión”

Spotify, “Luis Miguel”

 

Grassroots Multicultural Fan Engagement by a Team, Property or League

NASCAR Latino, “NASCAR Latino Grassroots Influencer Program”

Chicago White Sox, “Hispanic Heritage Month 2017”

San Francisco Glens SC, “¡Arriba Los Glens! (SF Glens SC and Casa Sanchez SF: A Community Partnership)”

Arizona Diamondbacks, “HISPANIC HERITAGE DAY/LIGA MEXICANA DEL PACÍFICO”

Sports Marketing Monterrey, “SocioMX Tour 2018 (Pro-Mexican soccer clubs touring in U.S.)”

 

 

Best Multicultural Engagement Activation by a Brand with a Team or League

American Airlines, “Extending the Culture of Carnaval / When RIO Carnaval meets U.S. Basketball”

Daisy Brand, “Match the Passion: Common Passion Points for Daisy & Our Hispanic Consumers”

Chicago White Sox, “Game Changers: Latinos in Sports Business”

Netflix, “World Cup”

 

 

Best Soccer-Specific Activation in North America

Toyota Sponsorship of the Club America Tour Aguila US, “Vayamos Juntos, Fanáticos”

beIN SPORTS, “beIN BED Campaign”

Las Vegas Lights FC (USL), “Franchise Launch: Las Vegas Lights FC”

Continental Tire, “Celebrating Soccer”

Sprint, “La Futbolera”

New Balance Soccer, “New Balance Soccer #GameChangerSeries”

Club de Cuervos / Netflix, “Chava en Rusia”

 

To find out more about Portada’s services, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

Portada is very excited about the twelfth annual edition of Portada New York on September 25 at the wonderful Yotel Hotel. Save US $150 and get the chance to network with brand and agency executives!

This week is your last chance to acquire an early bird ticket to Portada New York. As an attendee, you will enjoy Portada’s EXPANDED OFFERING OF ONE-TO-ONE NETWORKING SOLUTIONS. For only US $849 (early bird rate), attendees will get three eight-minute one-on-one meetings with major pre-screened brand and agency players from all over the Americas. Make your choices on a first-come-first-serve basis after you acquire your ticket!

Buy your ticket before this Friday, July 27 EOD, to save US $150! Register here!

We are adding EVEN BETTER CONTENT, including interactive solutions-oriented workshops to make this year’s event unforgettable.

On the agenda on September 25:
Brand Marketing innovators will delve deep into passion point marketing’s most imminent issues.
– How brands are evolving their video and mobile marketing toolkit to engage consumers with entertainment and sports content.
– Major brand and agency decision makers will answer questions including how does Multicultural America change a CMO’s role? How can voice-based technologies be used to build brand awareness and preference?
– Members of Portada’s Agency Star Committee will discuss “why multicultural insights and advertising make general market campaigns more effective and help brands meet their overall marketing goals.”
– Going Global with Soccer by Tom Glick, Chief Commercial & Managing Director, City Football Group
– And many more brilliant panelists and thought-provoking topics to be announced.

Buy your ticket before this Friday, July 27 EOD, to save US $150! Register here!

We hope to see you on September 25, trust us, you’ll love the view!

Portada wants to reward the best in multicultural sports and soccer marketing, which is why it has EXTENDED THE NOMINATION DEADLINE for its three awards, that highlight the best of the best in five different categories. The winners will be announced on September 25 at Portada NY. Check out the categories and submit your nomination below, don’t forget about creativity!

TOP BRAND MARKETER DRIVEN BY MULTICULTURAL INSIGHTS

Nominations will be accepted for brand marketing executives (client-side executive, NOT agency) who currently work at companies (client-brand side).

Criteria. The nominated brand marketer (client-side executive, NOT agency) needs to have targeted multicultural audiences in the U.S., although not (necessarily) exclusively. The nominated brand marketing executive uses multicultural insights that make general market campaigns more effective and/or help meet their overall marketing goals.

Jury: Portada Editorial Team

Winner to be announced at the Award Ceremony on September 25 at Portada NY

Enter Your NOMINATION!


TOP CAMPAIGN DRIVEN BY MULTICULTURAL INSIGHTS

Nominations will be accepted from agencies and brands who have done a brand marketing campaign over the last 12 months (July 1, 2017 until June 30, 2018).

Criteria. The nominated campaign needs to have targeted multicultural audiences in the U.S., although not (necessarily) exclusively. The campaign should be a prime example of how multicultural insights and advertising make general market campaigns more effective, or help advertisers meet their overall marketing goals. The campaign should be driven by cultural insights and also balance both the art and science in the media planning and buying process.

Jury: Portada’s Agency Star Committee Members

Winner to be announced at the Award Ceremony on September 25 at Portada NY

Enter Your NOMINATION!

 

GRASSROOTS MULTICULTURAL FAN ENGAGEMENT BY A TEAM, PROPERTY OR LEAGUE

Description: Tell us who has done the best in the past year to engage a multicultural audience that expanded.. Who were the stakeholders, what were the goals, what media did you use, what was the target audience and how did it go beyond the game. Creativity counts…and it does not have to be limited to Spanish!

Criteria: Please provide a timeline, rough budget spent (not for publication), key participants in the program or programs. applicants can submit a maximum of three programs, although only one per organization will be selected as a finalist.

Jury: Portada Sports Marketing Board

Winner to be announced at the Award Ceremony on September 25 at Portada NY

Enter Your NOMINATION!

 

BEST MULTICULTURAL ENGAGEMENT ACTIVATION BY A BRAND WITH A TEAM OR LEAGUE

Description: What brand has done the most to work with a team, league or a property to grow and engage in the space of  the multicultural sports business?

Criteria: Describe the length, the goal and the ROI of the program, along with the approximate budget. Brands can submit multiple programs that were targeted to individual athletes, teams, or leagues as well.

Jury: Portada Sports Marketing Board

Winner to be announced at the Award Ceremony on September 25 at Portada NY

Enter Your NOMINATION!


BEST SOCCER SPECIFIC ACTIVATION IN NORTH AMERICA

Description: Soccer is growing every day in North America; what team, league, network, or brand is doing it the best and why, from MLS to European Leagues to World Cup. (Not limited to MLS or to multicultural).

Criteria: Briefly tell the story of what you are doing to grow soccer, from cause related programs to promotional campaigns; provide the strategy, the methods and the expected ROI.

Jury: Portada Sports Marketing Board

Timeline:

Winner to be announced at the Award Ceremony on September 25 at Portada NY

Enter Your NOMINATION!

Portada, the leading networking solutions platform for dynamic tech, marketing and media companies in the Americas, is introducing three awards to celebrate marketers that best engage consumers through the passion points of soccer and sports. Nominations in the below categories will be accepted at https://www.portada-online.com/awards/ until July 19. The Portada’s Sports Marketing Board (see list of C-level brand marketing executives below), will be disclosing the award shortlist on August 16. The winners will be announced at an exclusive Award Ceremony at Portada’s annual New York Conference on September 25.  (early bird tickets are available until July 29!)

THE AWARD CATEGORIES:

GRASSROOTS MULTICULTURAL FAN ENGAGEMENT BY A TEAM, PROPERTY OR LEAGUE
Description: Tell us who has done the best in the past year to engage a multicultural audience. Who were the stakeholders, what were the goals, what media did you use, what was the target audience and how did it go beyond the game. Creativity counts…and it does not have to be limited to Spanish!
Criteria: Please provide a timeline, rough budget spent (not for publication), key participants in the program or programs. Applicants can submit a maximum of three programs, although only one per organization will be selected as a finalist.

 

BEST MULTICULTURAL ENGAGEMENT ACTIVATION BY A BRAND WITH A TEAM OR LEAGUE
Description: What brand has done the most to work with a team, league or a property to grow and engage in the space of the multicultural sports business?
Criteria: Describe the length, the goal and the ROI of the program, along with the approximate budget. Brands can submit multiple programs that were targeted to individual athletes, teams, or leagues as well.

 

BEST SOCCER SPECIFIC ACTIVATION IN NORTH AMERICA
Description: Soccer is growing every day in North America; what team, league, network, or brand is doing it the best and why, from MLS to European Leagues to World Cup. (Not limited to MLS or to multicultural).
Criteria: Briefly tell the story of what you are doing to grow soccer, from cause related programs to promotional campaigns; provide the strategy, the methods and the expected ROI.

 

 

PORTADA SPORTS MARKETING BOARD MEMBERS
John Alvarado, VP, Brand Marketing, Constellation Brands
Ward Bullard, Board Chair, Stanford University Athletics Department
Shawn J. Bryant, Managing Director, Intel Sports, Intel Corporation
Joe Favorito, Board Chair, Head of Sports Marketing Content, Portada
Ed Horne, EVP, Endeavor Global Marketing
Jorge Inda Meza, Head of Marketing West Region, Anheuser-Busch
Daniel Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance
Michael Neuman, EVP, Managing Director, Scout Sports and Entertainment
Felix Palau, VP, Marketing, Heineken
Eduardo Pérez, Partner & Founder, PM3
Tiago Pinto, Global Marketing Director, Gatorade Pepsico
Mike Tasevski, VP, North America Sponsorships, MasterCard

The link for the awards can be found here, so please review, nominate and share so we can help recognize your work.

Portada NY, Sept, 25 Confirmed Partners
Acuity Ads 
Adsmovil 
HCode 
Latcom 
Undertone 
VidaPrimo

Media Partners
Cision: PR Newswire 
USHCC: United States Hispanic Chamber of Commerce

Non-For Profit Partner
BOSS: Business of Sports School 
To understand how Portada can help meet your need for marketing and networking solutions, please reach out to Sales Coordinator Michelle Guzman at michelle@portada-online.com.

About Portada
Founded in 2003, Portada, www.portada-online.com is the leading networking solutions platform for dynamic tech, marketing and media companies targeting consumers through cultural insights and passion points in the Americas. Portada members receive top business leads through a guaranteed amount of annual meetings with brand marketing executives. In addition, members obtain best-in-class advertising and PR services through Portada media (events, digital-social and magazine) with an audited reach of more than 120,000 marketing, tech and media executives. Check out Portada’s Council System of more than 80 brand marketers based throughout the Americas.

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