Marcos Baer


AT&T, PATRÓN Tequila, Naw, Expedia, … and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

  • AT&T

AT&T has released its latest ad campaign featuring Javier “Chicharito” Hernandez, which ensures that everyone gets the best deals on the newest generation of iPhones. Both the final ad and the BTS went live on AT&T’s social channels last Friday, September 16th. The national advertising campaign will run nationally on broadcast, digital, and audio platforms starting last Friday and through the fall. The campaign affirms that AT&T OFFERS the best deals on every device, whether a customer is brand new to AT&T or has been with the carrier for years.  The TV spot was created by Dieste. 

  • PATRÓN Tequila  

PATRÓN Tequila, one of the world’s number one super-premium tequila*, is collaborating with the acclaimed and like-minded visionary—Mexico City-based sculptor, Sebastian—to unveil the 2022 limited-edition PATRÓN Mexican Heritage Tin in celebration of Hispanic Heritage Month. Released annually, the limited-edition PATRÓN Mexican Heritage Tin is brought to life by a new artist each year that visually shares the stories, traditions, and culture of Mexico through stunning one-of-a-kind designs.For this year’s limited-edition PATRÓN Mexican Heritage Tin, Sebastian tells the story of one of the oldest traditions in Mexico that continues to be honored at PATRÓN Tequila—the harvesting and cutting of agave piñas. The boldly crafted and vibrant tin design is an overhead view of the agave heart—one of the three, 100% naturally perfect ingredients that is masterfully combined to create PATRÓN Tequila. The design is inspired by the detailed cutting process of the agave piña that’s steeped in natural geometric design, and a key component of the handcrafted production process by our familia of jimadors.The limited-edition PATRÓN Mexican Heritage Tin includes a bottle of PATRÓN Silver, and is available at local retailers nationwide in the US as well as select international markets for an SRP of US$59.99 while supplies last. Additionally, the tin can be purchased online.

  • NAW

The National Association of Wholesaler-Distributors (NAW) announced the launch of a new public affairs campaign in support of the American Innovation and Choice Online Act, or U.S. Senate Bill 2992. The campaign pushes back on Amazon’s anticompetitive behaviors on their marketplace platform and its poor treatment of third-party sellers. You can view an explainer video below:

Amazon has a troubling history of taking data from third-party sellers on its platform to create similar products that show up prominently in the marketplace while the original small business product disappears or falls deeper into the search results. This is blatantly unfair and leaves small businesses at a disadvantage when competing against Amazon. Many third-party sellers also view Amazon as a bully who is constantly strong-arming them and threatening to kick them off the platform. For the majority of sellers, there is no real alternative marketplace for them to sell on if they are kicked off of Amazon’s platform.Amazon continues to grow its monopolistic power by acquiring grocery stores, healthcare facilities and so much more. When is it going to be enough? How much longer until we live in the United States of Amazon? Let’s pass S.2992.


Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at


  • Appleseed’s

The age and size inclusive apparel retailer Appleseed’s debuts its first national television campaign for the first time in the brand’s over 75-year history. With a renewed focus on driving brand awareness, Appleseed’s is celebrating their classic, timeless clothing anchored in enduring American style with their commercial debut, first ever celebrity collection, and the announcement of a new loyalty program. For over 75 years, Appleseed’s has provided exclusive style, great fit, and amazing value to millions of customers. The brand’s campaign – ‘Inspired By You.’ – salutes the brand’s heritage by featuring distinct New England-inspired fashion, designed for everyday and every occasion. In addition, this fall Appleseed’s is introducing a curated selection of Martha Stewart Outerwear, the first celebrity collection offered by Appleseed’s.Finally, Appleseed’s is excited to launch Appleseed’s Rewards Club, the brand’s new multi-tender loyalty program. Appleseed’s Fall Campaign debuted on September 6th across national, local, and digital channels. The ad was developed and produced in coordination with internal creative and Appleseed’s agency of record, Marketing Architects.

  • Rémy Martin

Rémy Martin has teamed up with Chef and TV personality Alejandra Ramos, Interior Designer and Lifestyle expert Evette Ríos, and Mixologist Alex Valencia to celebrate Hispanic Heritage month and honor the Latino tradition of Sobremesa, a post-dining tradition that embraces the appreciation of people and time. Together, Alejandra and Alex will create an array of innovative and savory Latin American-inspired cuisine and cocktails that pay homage to Sobremesa. Evette Ríos will share her style, decor, and entertaining home tips for celebrating the ritual of Sobremesa with family and friends. To capture the essence of Sobremesa, Rémy Martin will bring the partnership to life with curated craft cocktails created by Mixologist Alex Valencia. Alex Valencia’s Rémy Martin-inspired cocktails highlight the opulent and complex flavor profiles of Rémy Martin 1738 Accord Royal and Rémy Martin Tercet. The Rémy Coquito, made with Rémy Martin 1738 Accord Royal, is sweetened with the richness of condensed milk, indulgent cream of coconut, and evaporated milk; topped with the warm, floral notes of vanilla extract, and garnished with grated cinnamon and nutmeg. The Tercet Tropical, made with Rémy Martin Tercet is infused with vibrant and fruitful notes of pineapple, apricot vanilla jam, and lime juice; garnished with dehydrated pineapple, and lights up a new path for cognac drinkers with its unique blend of exotic and elegant aromas.To bring the flavor of Sobremesa to cocktail aficionados across the nation, Rémy Martin will join forces with Cocktail Courier to create seasonal and fresh Latin-inspired cocktails representative of the classics.The Rémy Martin Sangria kit, which evokes a sense of unity and convivial exchange around the table, will be available from September 15th – October 15th at a suggested retail price of $89.99 for the first 50 kits, and $119.99 thereafter. The Rémy Coquito, a festive favorite of Puerto Rican origins, is typically made at home from a recipe passed down through generations. The Rémy Coquito kit will be available from October 15th – November 15th at a suggested retail price of $84.99. Both kits will be available on Rémy Martin’s website and

  • Expedia®

Expedia® unveiled its new ad, “Maracuyá,” featuring the voice of acclaimed Mexican actress and producer Salma Hayek Pinault. The :30 spot highlights moments in the lives of Latino travelers with the “maracuyá,” or passion fruit, serving as the connecting element between different places and experiences, while Hayek Pinault’s voice-over reminds travelers of the unique benefits of traveling with Expedia. Acknowledging that the passion fruit goes by many different names across Latin American communities, “Maracuyá” showcases a montage of travel moments with the passion fruit at their center. The ad is an extension of the Expedia “Glimpses” campaign which launched in May, and will be available in both Spanish and English, a next step in Expedia’s strategy to connect with Latino travelers in the U.S. The Spanish version of the ad began airing earlier this week in the U.S. on Spanish-language TV networks and cable channels, and the English version will follow.”Maracuyá,” produced by Anomaly, is the first of various initiatives Expedia will be rolling out in the upcoming weeks as part of the company’s largest-ever marketing campaign focused on reaching the U.S. Latino traveler.


  • Travel Nevada

Noble Studios, the Nevada based creative digital performance marketing agency, has been awarded the brand and creative contract for Travel Nevada, the state’s destination marketing organization (DMO). Noble Studios, the digital agency of record for Travel Nevada since 2018, responsible for the website and managing digital performance strategies, will expand its scope to handle brand strategy and create and launch new marketing campaigns in 2023.The agency received a two-year contract with an option for automatic renewal toward a potential four-year term.


  •, the first digital platform for ordering lottery tickets on any device, with no app download or deposit required, has appointed Havas as its first creative agency of record following a competitive pitch process. Havas will be responsible for elevating’s awareness across the country and launching the platform’s first-ever brand campaign.The agency will roll out a fully-integrated creative campaign across TV, social media, digital, and out-of-home throughout the month of September. ‘Welcome to WINever’ from Havas on Vimeo.


  • NFL

NFL launched the “Por La Cultura” (for the culture) campaign, which highlights Latino players, coaches and staff, celebrates Latino excellence and tells authentic stories of the community. The initiative introduces new partnerships and activations designed to celebrate “la cultura Latina.” With a large and passionate Latino fanbase, as well as a number of Latino players, personnel and Legends, the NFL and its clubs are committed to celebrating the diverse cultures within the community.  The campaign kicks off with a new spot titled “The Celebration,” featuring award-winning actor and recording artist Anthony Ramos (of Hamilton, In the Heights and the newest member of the Marvel Cinematic Universe). Featured alongside NFL teams and players, Ramos takes viewers on a journey that celebrates the vibrancy, commonalities and differences within the Latino fanbase. Donning a NY Jets jersey to rep his home of NYC, Ramos opens the video saying, “It’s about family, mi familia.” From the way the community shows up “por la cultura” (for the culture) to the way fans are authentically themselves, “The Celebration” is a true tribute to the Latino community and their football fandom.

Highlights of the campaign include:

  • First-ever “Por La Cultura Mixtape,” which comprises a series of exclusive tracks, including “Rómpela” featuring Yandel, El Alfa and Will.I.Am. This is the first track on the mixtape and backdrop of “The Celebration.”
  • Launch of the “Por La Cultura” Music Series, which will bring unique local music concerts and experiences to fans in key markets. Celebrity musical talent participating include Piso 21, Dimelo Flow, DJ Camilo, DJ Livia, Sofia Reyes, and Gera MX, among others.
  • New content series on El Snap NFL on Instagram will feature a collaboration with celebrity cleat designer,Marcus Rivero, who will design a series of shoes and cleats for players and coaching staff from a number of teams.
  • Partnership with the Hispanic Heritage Foundation (HHF), the exclusive sponsor of the Youth Sports & Fitness Awards category this season, which will recognize Latino youth who’ve contributed to the sports and fitness arenas.  Winners will be announced later this season and will receive grants in support of their college education and/or to enhance their community service efforts.
  • Hispanic Alliance for Career Enhancement (HACE) collaboration, as HACE delivers impactful and culturally sensitive learning content to small and large corporate groups, empowering Latino employees to become better leaders at work, at home and in their communities.


Partnership between the Arizona Coyotes & the Arizona Hispanic Chamber of Commerce to Shine Spotlight on Thriving Hispanic Businesses Throughout the Season.

The Arizona Coyotes, the only NHL team with a Latino ownership group as well as Latino President & CEO, announced today robust plans to commemorate Hispanic Heritage Month.  In partnership with Dignity Health, the team will host a Hispanic Heritage Month kick-off event on Wednesday, Sept. 14 at Ice Den Scottsdale, where it will unveil details to engage the local community, shine a spotlight on thriving Latino businesses from the greater Phoenix area, announce its major sponsorship of the U.S. Hispanic Chamber of Commerce Annual Convention, unveil its new season long partnership with Latino marketing agency Chemistry Cultura, and celebrate Latino culture with enhanced “Noche con los Yotes” game activations.

This month is about celebrating our rich and diverse culture, as well as engaging with our growing fan base.
Hispanic Sports Marketing
Xavier A. Gutierrez, President & CEO Arizona Coyotes Hockey Team

“On behalf of our Owner, Alex Meruelo, and the entire Arizona Coyotes organization, we’re excited to take our Hispanic Heritage Month plans to the next level this year,” said Coyotes President & CEO Xavier A. Gutierrez. “Alex and I are very proud of our Latino heritage and look forward to amplifying support of Hispanic leaders, businesses and non-profit organizations that lead with positive impact. This month is about celebrating our rich and diverse culture, as well as engaging with our growing fan base.”

The team will convey details of its enhanced “Noche con los Yotes” home game program, taking place monthly during the 2022-23 season, and featuring recognition of a Latino business on the same night each month. The small business program aptly named “Estrella of the Month,” is a partnership among the Coyotes, Univision Arizona, and the Arizona Hispanic Chamber of Commerce. Businesses must be a member of the Arizona Hispanic Chamber of Commerce and will be selected in consultation with Chamber and Univision leadership. Each month’s winner will receive up to four tickets to a “Noche con los Yotes” home game during which they will be recognized on the videoboard at the ASU’s Mullett Arena, new temporary home of the Coyotes.

The Coyotes will visit each winning business to announce their selection and present the owner of the company with a jersey and invitation to attend the game as a special guest. Winning businesses will also form part of a Coyotes promotional campaign, being recognized across the team’s various digital media platforms.

Arizona Coyotes & Univision

In addition, Univision Arizona will create video and audio content to promote the campaign and distribute the content across its media channels (radio, TV, digital), while also promoting and marketing the winning businesses throughout the season.

The Arizona Coyotes and Univision Arizona are proud to announce an extended partnership that includes the Coyotes broadcasting two Spanish radio games per month throughout the regular season. Spanish Radio Play-by-Play Announcer Luis Hernandez will be back to call all the action on KHOV 105.1 FM.

Further highlighting the Coyotes’ commitment to Hispanic-owned businesses, the Coyotes will be one of the main sponsors of the United States Hispanic Chamber of Commerce Annual Convention, taking place October 2 through 4 at the Sheraton Downtown Phoenix. The Coyotes along with the Meruelo Group will sponsor the opening reception for the event titled, “La Gran Bienvenida,” expected to draw more than 2,000 participants and visitors from across the country.

Constant engagement

Throughout the year, the Coyotes rely on the support and guidance of a Latino Advisory Council comprised of multiple Hispanic representatives of local and national companies, nonprofits and media. The council is led by chair, Gary Trujillo, Southwest Harvard Group and co-chairs, Monica Villalobos of the Arizona Hispanic Chamber of Commerce (AZHCC) and David Adame, Chicanos Por La Causa (CPLC).

One of our guiding principles is that individual results can never match the efforts from a true team approach.

To amplify the team’s community work and engage Latino fans, the Coyotes have retained award-winning multicultural marketing firm, Chemistry Cultura. The agency recently opened an office in Arizona and works with clients including Coca-Cola, Comcast, Heineken, Microsoft, NFL and T-Mobile.

“One of our guiding principles is that individual results can never match the efforts from a true team approach,” added Gutierrez. “With that in mind, we’re so grateful to our partners at Univision, at the Chamber, and in the community for helping us commemorate this important month.”

To learn more about all Hispanic Heritage Month initiatives in advance of the new Coyotes season, visit


News media in Spanish to serve the rapidly growing and economically robust Latino community with reliable information is essential to maintaining a strong democracy and building a fully inclusive society. In an era of widespread public distrust of institutions, El Tiempo Latino is committed to being a trustworthy institution that provides useful and timely information to Spanish speakers in the United States. 

Government, in particular, has suffered a decline in trust. Today, fewer than 20% of Americans trust the government to “do the right thing always or most of the time,” compared to more than 70% during the era of Presidents Eisenhower and Kennedy. In more modern times, trust rose from 19% to 44% during the Clinton administration, and then peaked at 60% with President George W. Bush as the government responded to the Sept. 11, 2001 terrorist attack, according to Pew Research.

Latinos, however, have trust in their own futures in this country. Three-quarters are satisfied with their lives, and two thirds-think it is a great time to be a Latino in the United States.

This is a hard-working and resilient community. Latinos’ impact is also growing impressively. A range of metrics make clear that their presence is being felt across economics, demographics and policies.

News Media in Spanish: Policies

Recent elections have highlighted a strong desire to connect with the Latino population as a political force. The Latino vote has the ability to influence the outcome of local, state and national elections. In the 2020 general election 16.5 million Latinos voted,  compared to 12.7 million four years earlier. Far more Latinos – 32 million — are eligible to vote, representing more than 13% of the country’s overall electorates. No one party can take them for granted. Several studies show that one third of the Hispanic population is uncertain about their political affiliation or identifies as independent.

As encouraging as the numbers may be, the Latino community still faces enormous challenges. Latinos earn 73 cents for every dollar earned by the non-Hispanic white American population. The percentage of Latino children in poverty in the U.S. is 1.5 times higher than the population as a whole. And, of particular relevance to the mission of El Tiempo Latino, our community is disproportionately subjected to false information and manipulation via social media and other means.

News Media in Spanish

This context explains our own company’s deep sense of responsibility. We aim to provide our audience with the information, particularly through reliable news media in Spanish, they need to make good decisions and to help them feel included and empowered in this country. This year at El Tiempo Latino we are concentrating on two specific efforts.

News Media in Spanish: Combating Disinformation

To combat disinformation in Spanish in the run-up to the midterm elections in November 2022 and the general election in 2024, we rely on our own tested strategies for producing and distributing the most engaging political content. Our ambition is to be a clear and attractive channel in the midst of overwhelming noise.

  • We believe that it is easier and more effective to identify and prioritize the distribution of trustable sources of content in Spanish than to filter an insurmountable amount of misinformation from thousands of ever-changing sources.
  • We find geographic hotspots and topics where there is a lot of disinformation and publish news stories based on accurate information. This is not an exercise in fact-checking. We counter disinformation by distributing straightforward, reliable stories on the very issues that have been a source of disinformation. With the Spanish-language audience, we have found,that  it is more effective to prove truthfulness than to disprove falsehoods.
  • We have established partnerships with prominent institutions such as Arizona State University and Harvard Medical School to provide both content and resources to help us increase our impact on disinformation hotspots in Spanish on specific topics.

To amplify the Latino voice, we are redoubling our efforts during Hispanic Heritage Month, serving as a platform for leaders and experts to discuss issues that are of vital importance to our community.

  • Our coverage during this period will focus on the importance of the Latino community to the future of the United States.
  • We will be conducting a series of conversations with nationally recognized figures on the lack of Latino representation in positions of political, cultural, and corporate leadership and influence. These conversations will be conducted by our columnist Enrique Acevedo and will accompany his reports in El Tiempo Latino.

The entire United States will benefit from integrating the Latino community more completely into our society and, toward that end, facilitating access to valuable information in Spanish. The goal is to reduce political polarization, narrow the economic gap, motivate entrepreneurship, provide more work opportunities, celebrate a vibrant culture, protect public health and allow everyone to live their lives to the fullest.

Understanding and connecting with Latinos deserve to be a priority for government institutions and companies that seek the attention and dollars of the nation’s largest minority. At El Tiempo Latino, we are proud of our own efforts and seek to encourage continued progress.

Latinos: An Economic Superpower

If Latinos in the U.S. were a country, they would rank as the 7th largest economy in the world. Their GDP as a community is higher than that of France. Between 2010 and 2019, the Latino economy grew twice as fast (measured in real GDP) as the rest of the U.S. economy. As a community, our economy has grown faster than Canada, Germany and Great Britain, lagging only behind China and India.

Demographics: Growing at three times of the average U.S. population growth

In the past decade, the Latino population has grown 23%, more than three times the increase in the nation’s population as a whole. Contrary to what many people might suspect, this growth has not been driven by immigration. It is due instead to the 9.3 million babies born between 2010 and 2019 to families in our community. This growth makes us the largest minority in the country, with 18.7% of the total population.

Executive Committee of El Planeta Media

  • Javier Marin, Publisher and CEO
  • Marcos Marin, Deputy Publisher and COO
  • Rafael Ulloa, EVP of Content
  • Zulema Tijero, EVP of Advertising

Advisory Board:

  • Ana Julia Jatar-Hausmann Chief Advisor
  • Marty Baron
  • Rodrigo Martinez


Burger King, Genomma Lab + Amazon, Wolverine Worldwide… and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

  • Burger King

Burger King

In a historic agreement with its Franchisees, announced last Friday Sept. 9,  Burger King will invest US $120 million in its U.S. advertising fund over the next two years to grow traffic, accelerate sales growth and amplify fundamental advancements for the Guest experience. The Burger King advertising investment represents an annual increase of approximately 30% to the brand’s media purchasing firepower, inclusive of advertising efficiencies we expect to achieve through our ongoing partnership with our new media agency.  Overall, there will be a company investment of US $400 million over two years, which will increase advertising firepower; drive higher quality restaurant enhancements and remodels; and support ongoing technology and digital investments. Burger King® Company (“Burger King,” “BK,” “Company,” “Brand”) shared the details of its “Reclaim the Flame” plan to accelerate sales growth and drive Franchisee profitability. The plan was built in collaboration with Franchisee leaders from across the country and was shared with all U.S. Franchisees at its annual convention this week by Tom Curtis, President of Burger King North America.
The plan includes Burger King investing $400M over the next two years, comprised of $150M in advertising and digital investments to “Fuel the Flame” and $250M for a “Royal Reset” involving restaurant technology, kitchen equipment, building enhancements and high-quality remodels and relocations. This investment will work to enhance ongoing Franchisee investments to modernize the Burger King restaurant portfolio, and when combined with our brand re-positioning plan, menu enhancements and focus on operational excellence, will help drive our overarching goal of improving the Guest experience and attracting more traffic back to the brand over time.
Burger King Franchisees representing more than 93% of all U.S. restaurants have endorsed the plan and have agreed to co-invest in increased advertising firepower over the coming years. These corporate investments are in addition to Burger King recently expanding its field team to provide increased support to Franchisees as they continue improving restaurant-level profitability and execution.
In April of this year, Restaurant Brands International (RBI) announced that Omnicom Media Group’s PHD will serve as media agency of record for Burger King U.S., Popeyes U.S. (check out our recent interview with Jean Paul Ciaramella, Head of Media North America) and Canada, and Tim Hortons U.S., per a press release. Chicago shop OKRP will serve as creative agency of record for Burger King U.S.


  • Genomma Lab + Amazon

With Hispanic Heritage coming up on September 15th, sharing a success story and upcoming plans for established LatAm company, Genomma Lab and their collaboration with Amazon Hispanic storefront in reaching the influential and tech-savvy U.S. Hispanic market.Genomma Lab is one of the leading pharmaceutical and personal care companies in Mexico, and part of the Mexican Stock Exchange (Bolsa Mexicana de Valores). Within its international expansion plans, the U.S. Hispanic market at 62 million+ is comparable as the third-largest Latin American country, just after Mexico.Genomma Lab inherently understands how language and culture are embedded into U.S. Hispanic identities, and thanks to a strong, collaborative partnership with Amazon Hispanic team to bring products that resonate with the market, Genomma Lab created a benchmark in sales. An ambitious sales goal of US$10M was met in just the first year, with sales steadily tracking up 74% through Q2 2022.Part of the success was the flexibility to create original content in Spanish, supporting U.S. Hispanics appreciation for businesses that speak to them in Spanish. According to the Kantar 2021 U.S. Monitor report, 87% of U.S. Hispanics feel businesses that make a sincere effort deserve their loyalty. While Amazon Hispanic Heritage storefront plans for 2022 are in final development, we invite you to view Genomma Lab’s case study.

  • Wolverine Worldwide

Havas Media Group (HMG) announced that Wolverine Worldwide, one of the world’s leading marketers and licensors of branded casual, active lifestyle, work, athletic footwear and apparel, has named HMG as its global media agency partner following a four-month competitive review. Wolverine Worldwide’s impressive portfolio of highly recognized brands includes Merrell, Saucony, Sperry, Wolverine, Keds, and more. The global scope of Wolverine Worldwide’s engagement with HMG includes all regions and brands internationally (and with Sweaty Betty in select business areas), with a high focus on the US, EMEA, and Canada. As the media buying agency of record (AOR), HMG will oversee the media strategy, planning, and coordination, as well as content and analytics, developed from and anchored in HMG’s acclaimed data and decision sciences practices, including budget optimisation, media mix, forecasts, and more. The first work from the partnership will debut in early September.

  • Unity Software Inc 

Unity Software Inc, a video game software development company based in San Francisco, has named Media. Monks as its first media AOR. Monks gained the enterprise after an aggressive pitch that started in February. The brand and the agency have already begun working together. Media.Monks is taking on the brand’s media strategy, planning, buying, and measurement. It also oversees Unity’s SEO and Unity’s Google Marketing Partner tech and services.


Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at

  • SC Johnson

SC Johnson has kept its global media agency of record assignment with Omnicom and Omnicom Media Group following a review that also involved WPP and GroupM, according to people familiar with the matter. The global media review ran alongside creative review, where SC Johnson consolidated with WPP.


  • Panda Express®

Panda Express®, the largest family-owned and operated Asian dining concept in the U.S., announced the return of its breakthrough innovation, Beyond™ The Original Orange Chicken™. Now available nationwide for a limited time while supplies last, this delicious entrée is co-developed with Beyond Meat® to capture the irresistibly crunchy texture and flavor of The Original Orange Chicken®, while giving guests the flavor they know and love as a plant-based option. Panda is the first national Asian restaurant concept to serve Beyond Meat across the U.S. This expanded partnership perfectly brings together Panda’s expertise in American Chinese recipes and Beyond Meat’s best-in-class plant-based protein capabilities to create a fresh new take on a classic favorite. Beyond The Original Orange Chicken was first introduced as a limited launch across Southern California and New York City in 2021, selling out across several locations in less than two weeks. Due to its high demand, Panda chefs wok-fired more than 1,300 pounds of Beyond The Original Orange Chicken in just the first day alone. After the successful initial launch, Panda brought this new fan-favorite entree to 70 locations in ten markets. Wok-tossed in Panda’s signature sweet, spicy and tangy orange sauce, this modern take on Panda’s iconic Orange Chicken delivers the crunchy texture and addictive flavor that fans know and love. Celebrating the national launch of this new plant-based entree, guests who purchase a Beyond The Original Orange Chicken bowl online using the code ‘BEYOND’ starting on September 26 will receive another free bowl featuring their American Chinese entrée of choice.* Additionally, right in time for back-to-school, Panda and Beyond are hosting a traveling Panda Express Recharge Station pop-up to treat students to a well-deserved study break across 10 college campuses in three markets. Students are invited to recharge with free samples of Beyond The Original Orange Chicken, exclusive prizes, as well as fun and relaxing activities. See where the tour is headed by following Panda Express on Instagram (@officialpandaexpress) for the Panda Express Recharge Station college tour schedule.


CPG Marketing: What do consumer packaged goods companies (CPGs) need to get up and running in direct-to-consumer marketing when they’ve only operated in brick and mortar selling at traditional retailers? Two brand marketers in the Portada network provide useful recommendations.

The shift to e-commerce will drive more than 70% of sales growth across the food and beverage categories through 2022, according to eMarketer. Marketers in these categories face the challenge of selling directly to the consumer (DTC) beyond traditional brick-and-mortar channels. Portada asked two experienced and DTC savvy marketers for advice on how they can best meet this challenge.

CPG Marketing:  Think Consumer First…

Moises Leiferman
Moises Leiferman, Sr. Manager Omni Channel at Perfetti Van Melle

CPG Marketing needs a shift in thinking to “consumer first”,  Moises Leiferman, Sr. Manager Omni Channel at Perfetti Van Melle,  tells Portada.  He recommends CPG marketers to “keep in mind the full path to purchase, with its iterations, and not as a funnel.” Additionally, he says that it is important to balance performance tracking with mid to long-term metrics like ROI. value growth and brand health.”

… and Align Resources with Expectations. 

Leiferman also emphasizes that it is important to set up “digital platforms and resources in line with sales channels and expectations: For example, having a brand website might not be a must-have, if the CPG company is selling through third party websites. Another important point is to periodically review packaging and SKUs development so that it is in line with consumer online purchase; “Make sure the supply chain is adjusting towards a different setup,” Leiferman concludes.

Set up digital platforms and resources in line with sales channels and expectations.

Culture and Talent Ignite DTC…

Emily Jordan, VP of Marketing at Willow Innovations

To Emily Jordan, VP of Marketing at Willow Innovations successful CPG Marketing in the age of e-commerce involves culture and talent:Bring in experts in the space who can ignite a DTC way of thinking. Fuel curiosity:  Create a culture of test and learn which is key in DTC and E-commerce marketing,” Jordan asserts.

Fuel curiosity. Create a culture of test and learn which is key in DTC and E-commerce marketing,”

CPG Marketing: Data Driven and at Scale

According to consulting firm McKinsey, Data-driven marketing at scale can deliver consumer-packaged-goods (CPG) companies 3 to 5 percent growth in net sales and improve marketing efficiency by 10 to 20 percent. “To do it, CPG companies need an AI engine, a 360-degree view of consumers, and a fit-for-purpose marketing technology stack to deliver the right message to the right consumer, at the right moment—all the time,” McKinsey claims. Artificial Intelligence and a very comprehensive view of the consumer requires marketers at CPG companies to get very data-driven and analytical for quick decision-making.Get analytical: DTC and E-Commerce unlock way more analysis about your consumer than traditional and brick and mortar retailers,” says Willow Innovations’ Jordan.
She also advises CPG marketers to get familiar with the lingo; AOV, CPA, Cost per new visitor, returning visitors, basket size, etc.  particularly as it relates to the basics of performance marketing: Facebook, SEO, content marketing, lifecycle/email.

Get analytical: DTC and E-Commerce unlock way more analysis about your consumer than traditional and brick and mortar retailers.



Arturo Villar, the publisher of Hispanic Market Weekly and a pioneer in the U.S. media industry, recently passed away at the age of 87. A recollection of Villar’s professional achievements, why he embodied such extraordinary values as a publisher, and his curiosity and zest for life. With contributions from Larissa Acosta, Isabel Bucaram, Juan Manuel Benitez, Gloria Constanza, Cynthia Corzo, Izzy Gonzalez, Cynthia Hudson, Alex Lopez Negrete, Roberto Oliva, Cynthia Nelson,  Juan Jose Nuñez and  Mike Valdes-Fauli.

Arturo Villar Hispanic Market Weekly
Arturo Villar

Having earned a Bachelor of Science in Textile Engineering at N.C. State University in 1956, Villar’s first major impact on journalism happened through ALA (American Literary Agency), which Villar, a Santander (Spain) born Cuban, took over in 1975. ALA had been launched in 1947 by
Joaquin Maurin, a Spanish leftist politician and activist who emigrated to the U.S.  ALA’s business model was pioneering in the Spanish-speaking world. As an American-style collaborative agency or syndicate, ALA distributed articles by professional columnists to dozens of newspapers, including some of the most influential newspapers in Latin America and Spain as well as some newspapers in the United States published in Spanish. Writers such as Nobel Prize Winner Miguel Angel Asturias, Alfonso Reyes, Carlos Alberto Montaner and José Vasconcelos, or politicians such as José Figueres, president of Costa Rica, were regular columnists.

Arturo Villar, A Visionary

Long before New Generation Latino and LatinX became almost household names, Villar, together with the also recently deceased Gustavo Godoy, launched the first national Hispanic magazine in English targeting acculturated Hispanics, a one million circulation weekly called Vista, which in 2006 was bought by ImpreMedia.

Gloria Constanza

According to Gloria Constanza, partner and Chief Contact Strategist at d exposito & Partners, “Arturo Villar was ahead of his time when he co-founded Vista Magazine to target the more acculturated and English proficient Hispanics in the mid 80’s.   At that time, this created disruption in the market as the push was for Spanish-language targeted media to engage the un-acculturated and Spanish-preferred Hispanics.  But even in those days, we supported him as we always believe in engaging Hispanics holistically and regardless of their acculturation and language proficiency level. “

Constanza adds that Arturo’s most applauded and welcomed move in the industry was when he launched Hispanic Market Weekly (HMW), which was the first trade publication to keep marketers and advertising professionals informed about the Hispanic market. Both publications helped take the industry beyond the echo chamber. Constanza considers Arturo Villar a pioneer and a visionary for this industry.  “He left behind many legacies and paved the way for many others to build on his footsteps,” Constanza asserts.

Hispanic Market Weekly

Juan Manuel Benitez
Juan Manuel Benitez

I met Arturo Villar in 1997 in HMW’s offices on 57th Street in New York City. At the time Arturo wanted to sell HMW and he hired me as a broker to market the publication, identify buyers and evaluate offers. We went to trade shows and business lunches and throughout the whole process, I really learned to like Arturo as we shared our passion for content and publishing. Juan Manuel Benitez, currently Anchor/Reporter at Time Warner Cable News NY1, was his editorial assistant. According to Benitez, Villar was the best editor he ever had as a reporter: “Before becoming my boss, he had been my professor at Columbia University. He was tough and gentle at the same time. I will be forever grateful for the opportunity he gave me hiring me as a reporter for Hispanic Market Weekly right after graduating from Columbia University.”

Arturo Villar
Alex Lopez Negrete
Larissa Acosta
Larissa Acosta

In the late nineties, HMW was mostly distributed via fax to agencies and media properties nationwide. “I do have vivid memories of the pre-internet age, working for a leading Hispanic agency, where we would always look forward to the fax that delivered HMW as the best source of industry news. There was very little coverage of our industry at the time and HMW was an essential read for all of us,” says Larissa Acosta, Hispanic market Diversity Marketing & Communications Leader for Amazon Prime. “Aside from being a brilliant writer and journalist, he was an early champion of our industry, media and agencies. He was there for us all when it all began, recording, reporting, pushing. I recall seeing the HMW come through our fax machines (!) with news from throughout our industry – and I confess I have an HMW file full of recuerdos. He was a man of conviction and of many passions – our Hispanic advertising community was one of them,” states Alex López Negrete, President and CEO of Lopez Negrete Communications

Despite meeting many prospective buyers for HMW, Arturo did not get an offer, including my own, that was compelling enough for him to sell the publication. So he decided to keep HMW and move its operation from  New York to Miami. This proved to be the right decision as HMW started to grow in leaps and bounds.

Growth and Fun in Miami

Cynthia Nelson

Cynthia Nelson, a former leading executive at parenting site TodoBebe, now Managing Partner at Inner Circle Brands, met Arturo during this time in Miami: “I met Arturo in 2000 when I was just entering the Hispanic market.   Arturo already had so much experience and I was a devout follower of Hispanic Market Weekly (our bible) of the industry.    I met him a few times at his office in Coral Gables and then he and his young family moved right onto our street!   We had a few lovely dinners at his home and I enjoyed watching him walk his kids to a school and ride his bike to the office.   He always had more energy than men half his age!  He was always full of joy and so open to helping us newbies really understand the market and culture.    He was an icon then and now and will be missed, ” Nelson asserts.

Juan Jose Nunez, CEO, Vertical3Media
Juan Jose Nuñez

Juan Jose Nuñez, Founder & C.E.O of Vertical3 Media and a former executive at leading Latin Internet brand StarMedia, also met Villar during the early oughts in Miami.  Nuñez recalls that he was surprised by Arturo Villar’s vitality. “He was one of the first people I knew in the industry when I first came to the United States 19 years ago and we soon became good friends. His intelligence, wit, integrity, talent, and dedication to hard work turned him into the pioneer he was. But above all, he was a true gentleman and a dear friend.  I remember how he enjoyed every time we had lunch or when he was dining at home with my family, where he especially enjoyed time spent with my girls. The typical Cuban “Caballero Español ” was always willing to help anybody with a very positive attitude, very optimistic and he was always trying to sell a subscription or an advertising page in Hispanic Market Weekly.”

The Values a Publisher Should Have

Isabel Bucaram
Isabel Bucaram

Arturo had a unique passion for publishing.  From the late nineties to the late oughts, a period of very high activity and growth in the Hispanic advertising industry, he and his team produced by far the best and most complete publication in the marketplace: Hispanic Market Weekly. B2B publishing is such a wonderful trade because for it to be successful and make a real contribution to the industries it covers, the publisher needs to enjoy and thrive in content-related intellectual stimulation and have the business sense to make the publishing enterprise viable. It’s a juggling act where the objectives of editorial credibility and advertising sales can be at odds. Arturo excelled at both of these key functions. He had the intuition, integrity knowledge, and sensibility to do so. “Not everything that counts can be counted, and not everything that can be counted counts,” is a quote that reflects some of Arturo Villar’s virtues and should not be forgotten in the current machine and data-driven age of the marketing industry. “Arturo was a pioneer and a great example for all of us who work in the Hispanic industry.  We all learned from him and we will always remember his passion when covering trade news and his love for journalism,” says Isabel Bucaram, Director of VIP Planning Production, Public Relations and Marketing liaison for CNN en Español.

Arturo Villar: Passion for Journalism

Arturo Villar
Cynthia Corzo
Cynthia Hudson
Cynthia Hudson

Villar believed in the value of quality editorial and truth-based reporting and invested in it. “I always remember how Arturo chased news so that HMW would have the scoop”, says Cynthia Corzo, who for 12 years worked as the Editor-in-Chief of Hispanic Market Weekly. “At AHAA conferences, in the upfronts, other industry events, Arturo was always there to provide a few words of support, advice or to celebrate a success,” Corzo explains. Cynthia Hudson, senior vice president and managing director of CNN en Español and Hispanic strategy for CNN U.S, agrees: “Arturo was a pioneer in advocating for the power of the Hispanic market and the value of Hispanic Media in the US.  He was a professional journalist who was respected by all who were lucky to have met or worked with him.”

Personal Engagement and Substance over Flash

Mike Valdes-Fauli

“I met Arturo 20 years ago as my career in Hispanic marketing was just beginning.  Even though I had more energy than wisdom, he was always patient with me, offering helpful advice along the way.  You know you achieve legendary status in the industry when you care less about what others think, and Arturo certainly embodied that quality.  On many occasions, I remember him arriving at a formal industry event in his trademark white socks and open-toed leather sandals.  As a Publisher, and a man, substance mattered more to him than flash….and it’s a valuable lesson for all of us to remember”, says Mike Valdes Fauli, President & CEO, Pinta.

Arturo Villar: A Spanish, Cuban and American Gentleman

Arturo Villar
Bob Oliva

Arturo Villar embodied the best of both the U.S and Latin world: trustworthy and diligent in conducting business as well as very warm and friendly.  “In my dealings with Arturo he was always a gentleman, always straight up. When I was doing due diligence for the possible buyout of his company, he always wanted to meet because as he would tell me asi te veo la cara or that way I get to see your face. Personal engagement was very important to him. Arturo clearly left his mark in today’s so-called Latin-X market,” says Roberto Oliva, Managing Director of O’Americas Group and a former The Miami Herald Executive.

Izzy Gonzalez

Alex Lopez Negrete adds, “of course, along the way, he became a dear friend to me, and to many, if not most ofmy colleagues. I will miss his warm smile, seeing him pop up occasionally at an HMC conference donning his huaraches and guayabera…we lost one of our icons, my heart is heavy today, but I am so grateful to have had him in my life and in our industry,”  “Arturo Villar was a trailblazer, and a visionary he will be missed by all those who knew him personally,” Izzy Gonzalez, Director Cross Platform Sales, US at CNN, concludes.


For more information about Arturo Villar’s life, read this article in El Nuevo Herald (Spanish).




In March 2019 the D2C site AugustMcGregor was launched as a partnership between Irish UFC champion Conor McGregor and custom clothier David August. The men’s wear label offers modern suits designed to appeal to Millennials who want to follow the fighter’s confident sartorial style. Conor Mc Gregor’s Celebrity Marketing appeal and huge social media following in the MMA area gives the e-commerce site the opportunity to become an online fashion retail juggernaut. We talked to Michael Montanez,  director of marketing at August McGregor, about what moves the sales needle at the site. 

The Purpose  

Make luxury fashion more accessible to a broader audience.

A Product suited for Celebrity Branding

August McGregor (AM) is a 100% DNVB (digitally native vertical brand). “A small offering of premium fight related wear has worked very well with core consumer base who are Connor followers”, says Montanez, who oversees all marketing and operations for the site.  Later AM introduced casual shirts, dress shirts, sweatshirts, joggers and suits.

An ideal Target for Celebrity Marketers

Male Milennial that are making well under US $100,000.   McGregor’s audience is price sensitive.  “For August McGregor, it’s a genuine affinity for all things Conor McGregor, “Montanez notes.

The Site site

The site is built on BigCommerce. Most of the theme is intact, except for some enhancements/modifications for checkout, UX matters. The site offers alternate checkout methods through PayPal, Apple Pay and Amazon Pay to better accommodate the mobile-first customer base, and the use of global shipping solution EasyShip enables the brand to reach its international demand with ease. On average, the site experiences close to 100k uv/mo. Revenue is growing at a compound monthly growth rate of 24%.

The Following

Connor McGregor has more than 35 million social followers on social media. Just on Instagram,  with more than 33 million followers, McGregor has almost double the number of Instagram fans as the next MMA fighter Khabib Nurmagomodov and nearly eight times the number of third-place Jon Jones. At the end of 2019, the August McGregor site itself (@AugustMcGregor) had the below social follower numbers.
(Facebook; 11,000 , Twitter: 12,000, Instagram 411,000).

Celebrity Marketing, Not Influencer Marketing

Montanez does not really see McGregor as a typical social media influencer because, for him,  Influencer Marketing is more about a wide reach of social influencers activating the brand through various partners. “At AM everything is spearheaded through McGregor and his efforts, there is no intermediary component in the sense of traditional influencer marketing as Conor is the principal player. McGregor is used to drive traffic. Its a tactical deployment of a personality driven brand.

What Moves the Sales Needle?

“We are constantly looking at how to increase our key performance Indicators.  Conversions are improving month over month,” Montanez notes. Through ongoing tests they saw that increased volume sets up a lower price point. “We look at bounce, where exactly the consumer is jumping, how much are they consuming, how much are they converting. We’ve run a number of tests and have a good idea of what drives volume and what’s compelling to the consumer. There’s so much more to explore with CX/UX, but development is costly and in our infancy, we’re having to be responsible with spend and priorities. We notice a slight lag in decision making, but typically the conversion occurs within a week,” McGregor concludes.


“At the moment, we track leads and bundle influencer reach with attributed sales from social. We keep tabs on this through Google Analytics  and the backend of the ecommerce platforms,” Montanez notes. “As a fashion brand, Instagram is the primary social channel that drives engagement and conversion. It’s no surprise that it contributes 53% of social revenue and has the lowest bounce rate compared to the other platforms”. Montanez is eager to  up weight Facebook and Youtube in the new year to capitalize on in-channel shopping and video branding respectively.”

. As a fashion brand, Instagram is the primary social channel that drives engagement and conversion. It’s no surprise that it contributes 53% of social revenue and has the lowest bounce rate.

Celebrity Marketing Anchored Mix

“It’s a very modest spend to build the case for increased spending. Right now, it’s more of an organic, slow build. Our digital mix is mostly made up of retargeting, paid, display and email. We’re about to launch new channels like affiliate and Google shopping in Q1. Other than that, we heavily rely on Conor to drive the traffic of his engaged audience and through that effort, we have multiple referral sites that help promote.
Montanez adds that PR will be a big driver for acquisition in 2020. In 2020, AM “will  be increasing its efforts working with younger, rookies in sports – not just MMA, but major sports, i.e. NFL, NBA.” AM will not be  paying for influencer marketing as the cost of merchandise for seeding is expensive, “so we’re working with individuals who genuinely have an interest with the brand and affinity with Conor and his passion.”

resist the urge to respond to misinformation and an artificially elevated perceived threat.

Litmus test for how advertisers and sponsors react towards the Coronavirus situation LINK
first measure one week out.

Fox cancelling upfronts.

Men’s Basketball Tournament, aka March Madness 2020. The Final Four will take place at Mercedes-Benz Stadium in Atlanta, Georgia.
Mar 19, 2019 – Apr 8, 2019

Events with no people but more at-home entertainment, streaming (less out of home)

Clients have told agencies that they dont want to go to meetings of more than 50 executives.

– MOvie industry: Not a time to die launch and marketing/media (GroupM) has been postponed to the fall. Universal, also international rights.

– More TV and binge watching
Lift in Streaming

Winners & Losers with the Coronavirus

Other elements: E-Commerce Platforms
e.g. price gauging for short supply goods by third party providers (how does it impact WMT and Amazon etc as platforms). Similarly if the supply chain is broken and there are no products to be offered.

Adaptability and readiness to change more important than ever.

Signet Jewelers Targets Hispanic millennials, Pepsi´s “Play Never Stops,” Tecate Celebrates Mexican-American Roots & More Sales Leads

For prior Sales Leads editions, click here.

  • Signet Jewelers

Signet Jewelers Targets Hispanic millennials. Signet Jewelers TargetsSignet Jewelers has released its first foreign-language advertising campaigns in the US market, targeting Hispanic millennials expected to marry in the coming years.The Spanish ads, which are for the jeweler’s Jared and Zales banners, premiered in the two weeks before Valentine’s Day, with the Jared ad continuing to run for an additional week. After the campaign ends, Signet will review the data and decide whether to bring the ads back later in the spring. The company focused on those two banners because their geographic location lends itself to a higher percentage of Hispanic customers, but there are plans to roll out additional ads across all banners.Signet plans to launch the campaign nationally on television and digital, including YouTube, video on demand, Telemundo, Univision and ESPN Deportes. The move is part of the company’s new customer-first focus, which it has been implementing over the past year and a half as part of its broader Path to Brilliance plan to realign the company with consumer demand.Hispanics comprise approximately 18% of the US population, and about 23% to 24% of millennialse.

  • Pepsi

Pepsi has launched its´ international marketing campaign #FORTHELOVEOFIT,” which brings together soccer superstars Lionel Messi, Paul Pogba, Mo Salah and Raheem Sterling in a 60-second spot duvved “Play Never Stops.” The athletes also participated behind-the-scenes in a #PepsiCanBalance challenge where they attempt to balance cans of the soda on tricky surfaces. They are encouraging influencers and followers to show off their own challenges on social media. The rollout is timed as the annual UEFA​ Champions League tournament, of which Pepsi is a sponsor. Directed by filmmaker and producer Henry Scholfield, the “Play Never Stops” spot features the Latin song “Presidente” sung by Ginette Claudette.The brand is releasing limited-edition packaging which features Paul Pogba, Raheem Sterling, Leo Messi, and Mohamed Salah across Pepsi and Pepsi Black/MAX cans.Selected cans will have a QR code on them for consumers to scan and interact with mini AR versions of Messi, Salah, Pogba, and Sterling. Consumers will be able to play a game of keepie-uppie (where players have to keep a football up in the air for as long as they can) with the mini AR versions of the football players, and share their scores to their Instagram Stories.The ad will run in more than 80 countries across outdoor and social media, which includes an augmented reality game on Facebook. In USA, the campaign will air on Univision, TUDN, Galavision, UniMas and Bleacher Report/Turner. Agency AMV BBDO was in charge of creative while media was handled by OMD.

  • Tecate

Mexican beer brand Tecate announced the launch of its new ‘Mexico is in Us‘ campaign.The ‘Mexico is in Us’ campaign officially launched on February 13th with the release of a 30-second video spot (Credentials), and will continue with a second 30-second spot, to be released today (Emotional). The campaign, created in partnership with Nómades, will run for 32 weeks on a mix of TV, radio, digital and social media platforms, with Spanish versions of each spot airing on Hispanic broadcast television, and Spanish and English versions running across digital, social and radio. The spots were filmed in Los Angeles, as well as in the brand’s namesake city of Tecate Baja California, Mexico.As part of the campaign, the brand has also shifted its focus toward more culturally relevant passion points that celebrate Tecate’s maverick spirit, and drive Mexican-American beer drinkers to live unapologetic lives on their own terms. Honing in on soccer and music, Tecate has invested in sponsorships and retail promotions that will bring the ‘Mexico is in Us’ campaign to life via immersive consumer experiences at key events throughout the year.The campaign will support Tecate’s USA portfolio, which includes the brand’s signature Tecate Original and Tecate Light products, as well as recent innovations, Tecate Titanium and Tecate Michelada.

  • Pabst Brewing Company

Pabst Brewing Company, holding company which contracts the brewing of over two dozen brands of beer and malt liquor, including its own flagship Pabst Blue Ribbon, has named Assembly as its media AOR following a review, Adweek reports. Assembly will handleintegrated media planning and buying, data and media strategy, audience strategy and performance strategy across the Pabst portfolio of brands.
Pabst’s brand portfolio includes Pacific Northwest staple Rainier, Texas brewing pioneer Lone Star, Stroh’s, Old Style, National Bohemian and the Not Your Father’s line.Pabst spent US$125,000 on measured media in the first nine months of 2019, according to Kantar Media.

JOIN PORTADA’S KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Director Leslie Zambrano at

  • Dean Foods

Dairy Farmers of America (DFA) has submitted a US$425 million offer to buy most of bankrupt Dean Foods’ assets. If Dean Foods Company, America’s largest milk producer, accepts a rival bid, it has agreed to pay a breakup fee of US$15 million to DFA, according to court documents. if consummated, DFA will acquire 44 of the Company’s fluid and frozen facilities and the real estate, inventory, equipment, and all other assets necessary to operate such facilities (the “Stalking Horse Assets”).The deal includes the purchase of “44 of Dean’s facilities and associated direct store delivery system, as well as certain corporate and other assets and functions,” according to the DFA statement.

Social media plays an ever-changing role for marketers. The strategy’s strength is in the ability to humanize your brand by engaging with the consumer. And engagement leads to conversions. How to stay current as social media changes is a key discussion point at Portada Council System meetings. Learn how Portada Council System’s leading brand marketers offer solutions to keep ahead of social media’s evolving role.

Kick-off Facts 

  • SMS or messaging apps are on the rise with 41% of travel marketers planning on implementing this in the near future. (Sojern)
  • Three out of five travel companies are using chat for customer service with 28% actively using or experimenting with AI technology. (Phocuswright)
  • The majority of marketers (77%) are using one or more social media platforms but only 48% have a positive ROI from these strategies. (Impact

Three Social Media Challenges for Portada Council System Members

1. Managing Brand Reputation and Trust

Related comment: “Your customers don’t necessarily trust Influencers (since most know they are being paid). It is better to win them over organically.”

Social media make it easier to discredit a brand. Companies should try to turn these experiences into something positive.

2. Training Staff to Provide Consistent Customer Service

Related comment: “Right now, the front line staff is composed by people who are not prepared enough for the job.” 

We have to make all messages coincide across roles in spite of the emphasis of each area.

3. Increased Complexity and Cost of Social Media Strategies

Related comment: “It is vital to understand the way each platform works.”

Even though the reach is there, it’s getting gradually more expensive.
Portada, Council System

If you are interested in joining the Portada Council System, our year-round knowledge sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

Four Social Media Opportunities Identified by Portada Council System Members

1. Don’t Forget About Traditional Marketing Channels

Globally, travel marketers see Facebook (30%) and Instagram (28%) as the most effective tools for targeting new audiences contrasted with only a 4% rate in connecting with loyalty members. (Sojern)

Related comment: “We are losing sight of traditional communication channels that are still alive and reaching a more traditional target.”

A recent eMarketer study shows a 122% median email marketing ROI, a number 4x higher than other digital marketing channels. (LYFE Marketing)

2. Humanize the Brand Voice and Keep it Consistent

Related comment:Every role matters, and each one can influence the whole in a different way.” 

Practical example: The CEO could humanize the message and community managers should have a “tone of voice” that coincides with the company’s values.

When the head of the company is an activist, this helps the brand’s reputation.

3. Give Staff the Skills to Handle All Types of Social Media Feedback 

Related comment: “Strive for accuracy and timely answers when addressing customers’ comments on social media.” 

Practical example: Provide appropriate training to the social media team so they know how to handle messages with different objectives: communicating, positioning, selling, etc. 

Make sure the whole organization has the same culture and train staff to deal with social media’s evolving role.

4. Use AI to Boost Your Customer Service 

Research from Salesforce shows an anticipated 143% increase in the use of AI for customer service teams over the next 18 months. (Salesforce)

Practical example: Using an algorithm that answers immediately on social media without the customer noticing it’s a chatbot. Instead of having hundreds of people answering, a company could hire less high-profile employees to do it right.

When the algorithm can’t solve an issue, there’s a seamless transition to a human specialist.

Portada, Council System

If you are interested in joining the Portada Council System, our year-round knowledge-sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.


Daniel Galvan Duque, Marketing Director for Flavored CSD’s at Gepp PepsiCo Mexico tells Portada about their Consumer Engagement Cycle for reaching audiences through meaningful experiences, heartfelt stories and open conversations. You may know everything about your consumers nowadays – what they wear, where they go, what they eat, and even what they need and when they need it. Perhaps your brand has been paying close attention for years. But have your brand’s consumers been paying attention to you? Read on to see how Gepp PepsiCo Engages the Mexican Consumer.


Interview conducted by Alejandra Velazquez

Daniel Galvan Duque, Portada, Brand Marketing
Daniel Galvan Duque, Gepp PepsiCo Mexico @gepp

The Power of Storytelling

PepsiCo has been mastering the Consumer Engagement Cycle for decades. Their beverage portfolio is relatable, and their strongest brands have been household names for the fashion, music, and sports industries for decades. This isn’t just about what people like, it’s about how people live. Melding into consumers memories of meaningful events gives brands a backstage pass into people’s experiences. And once they’ve shared an experience, it’s how the story gets told.

El Peluches: Creating Engagement Through Passion

When people don’t immediately skip your ad, you know you’ve hit a home-run. “Truth is, in an era populated with so many brands, communication, and content, the challenge is grabbing people’s attention,” says Daniel Galvan Duque, the man behind PepsiCo’s marketing strategy. In August 2016, Gatorade partnered with Alejandro “El Peluches” Ruiz, a man who runs marathons wearing a vest covered entirely in plush toys. Why? Because his unique passion encourages others and brightens their day. Gatorade was clever enough to notice and share the story to connect with their Mexican audience.

Truth is, in an era populated with so many brands, communication, and content, the challenge is grabbing people’s attention.

The “El Peluches” ad was an unconventional format with a story worth telling. “You have to constantly challenge yourself to produce things that create proximity. The digital world demands you to keep your pre-rolls under five seconds long and all your content under 20, and here was this 2’30’’ narrative with a 70% view rate” reminisces Galvan Duque.

5v5 Montemorelos: Rooting for the Underdogs 

The Gatorade 5v5 soccer tournament in partnership with the UEFA Champions League has gained plenty of momentum in its four-year run (check out our interview with Jill Leccia, Senior Marketing Director – Gatorade Latin America). In 2017, a team from the small rural town of Montemorelos made it to the playoffs but lost in the semifinals. “They asked us if there was a chance they could try again at the second playoffs, and we gave them permission. This time they won, and that gave us a chance to tell a great story. They ended up losing at the finals and didn’t get to travel to Barcelona for the first prize, but we still made the story fit perfectly with the brand’s message: sometimes you win, sometimes you lose, but you never quit trying” says Galvan Duque.

Sometimes you win, sometimes you lose, but you never quit trying.

The outcome was a brief 3’34’’ documentary in which the narrator says “At the end you might win. You might not win. You might have all the odds against you. But one thing is true: in Montemorelos and anywhere else, if you keep sweating, nothing can stop you”. The message matched the brand messaging and reached over seven million views.

Fido Dido Parade: Nostalgia and Influence  

Relatable characters, a touch of nostalgia and partnerships with influencers can keep brand awareness alive. Fido Dido was 7UP’s beloved hand-sketched character in the nineties who was “ageless, thoughtful, chill, and compassionate towards one and all” according to one of its creators Joanna Ferrone. Reviving an ambassador like Fido Dido, highly nostalgic and relatable, does wonders for sparking all kinds of conversations, activations, experiences, and stories – the cogs that keep the Consumer Engagement Cycle alive and spinning.

We wanted each to have a different personality, imprinted by the person creating them. So we found an influencer pool that made sense with the brand.

He recently made a comeback in a series of ads and parades held across Mexico where the brand invited different artists to decorate blank forms of the beloved character. “We wanted each to have a different personality, imprinted by the person creating them. So we found an influencer pool that made sense with the brand. First thing to consider is whether they believe in your message and what you’re doing” reveals Galvan Duque. The right strategy goes a long way for how Gepp PepsiCo engages the Mexican consumer.

Daniel Galvan Duque, Marketing Director for Flavored CSD’s at Gepp, PepsiCo Mexico, 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.

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads US editions, click here.

  • FCA/Peugeot
FCA & Peugeot to Merge
Fiat Chrysler Automobiles and Peugeot S.A. will merge.

Fiat Chrysler Automobiles and Peugeot S.A. (“Groupe PSA”) have signed a binding Combination Agreement providing for a 50/50 merger of their businesses to create the 4th largest global automotive OEM by volume and 3rd largest by revenue. The proposed combination will be an industry leader with the management, capabilities, resources and scale to successfully capitalize on the opportunities presented by the new era in sustainable mobility. With its combined financial strength and skills, the merged entity will be particularly well placed to provide innovative, clean and sustainable mobility solutions, both in a rapidly urbanizing environment and in rural areas around the world. The combined company will have annual unit sales of 8.7 million vehicles, with revenues of nearly €170 billion , recurring operating profit of over €11 billion and an operating profit margin of 6.6%, all on a simple aggregated basis of 2018 results . The combined entity will have a balanced and profitable global presence with a highly complementary and iconic brand portfolio covering all key vehicle segments from luxury, premium, and mainstream passenger cars through to SUVs and trucks & light commercial vehicles. This will be underpinned by FCA’s strength in North America and Latin America and Groupe PSA’s solid position in Europe. The new Group will have much greater geographic balance with 46% of revenues derived from Europe and 43% from North America, based on aggregated 2018 figures of each company. The combination will bring the opportunity for the new company to reshape the strategy in other regions.

  • Pepsi

Pepsi is launching a new brand campaign this month, featuring its first new tagline in the United States in about two decades: “That’s What I Like.” Get ready to hear this across all Pepsi, Pepsi Zero Sugar, and Diet Pepsi ads and promotions—indefinitely. “Pepsi drinkers are comfortable in their own skin, they enjoy their life unapologetically without really worrying about what other people think,” says Pepsi’s VP of marketing, Todd Kaplan, who feels like the line embodies what company research has told them about their customers. “Pepsi drinkers are three times more likely to belt out a song on karaoke or nearly twice as likely to clap at the end of the movie.” The new tagline, Kaplan believes, is a simple, “clean, crisp articulation of that.” The new spots will air across English and Spanish-speaking properties, including the Golden Globes and NFL wild-card playoff games. Created with agencies Goodby Silverstein & Partners and Alma the ads embrace that whole dance-like-nobody’s-watching ethos. It’s a departure from the ongoing celebrity ads that the cola giant started airing last January, all the way through November with Cardi B’s holiday tale. Pepsi has been slowly moving its media buying duties in house. In late October 2018 it ended its relationship with WPP’s VMLY&R for the Tropicana and Gatorade digital accounts.

  • Snickers 
SNICKERS/Madden NFL (esports)
SNICKERS is new Madden NFL 20 Club Championship official sponsor

SNICKERS’ accelerated commitment in competitive Madden NFL (esports) by becoming the official Madden NFL 20 Club Championship presenting sponsor for the first time. As presenting sponsor SNICKERS will reach players and spectators in mass through specially curated studio segments, highlight reels, and spotlight moments, such as the coveted SNICKERS “Moment of the Year” Madden NFL 20 Championship Series award.As part of the sponsorship, the candy bar marketed by Mars will be featured in highlight packages and branded studio segments during the tournament on Twitch, YouTube and the ESPN mobile app, per an announcement shared with Marketing Dive.The Madden NFL 20 Club Championship Presented by SNICKERS will involve all 32 NFL teams as one competitor per team will compete for more than US$700,000, tied for the largest tournament prize pool in competitive Madden NFL history. Snickers aims to reach the esports audience that largely consist of Generation Zers, 74% of whom say they often snack between meals, per a study by the Institute of . The researcher also predicted that the number of U.S. consumers who would watch an esports event at least once a month would grow 18% to 30.3 million this year from 2018. Brands looking to reach these millions of fans are forecast to boost sponsorship spending by 34% to $457 million this year, games researcher Newzoo predicted.Snickers is among the brands that are sponsoring esports events as their audience continues to grow. Pizza Hut, Nike, Anheuser-Busch,  AT&T, Axe, Coca-Cola, Hershey, Mercedes-Benz and Tillys are among the brands that are already esports sponsors.

JOIN PORTADA’S KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales DirectorLeslie Zambrano at

  • Kellogg’s
Football Hall of Famer LaDainian Tomlinson, Tony the Tiger and reps from The DICK’S Sporting Goods Foundation announced today that every public middle school in El Paso, TX will receive a Sports Matter grant–totaling $500,000–on behalf of Kellogg’s Frosted Flakes’ Mission Tiger and The DICK’S Sporting Goods Foundation’s Sports Matter. The duo teamed to help give El Paso middle schoolers the chance to play sports, delivering truckloads of new equipment. (Jorge Salgado/AP Images for Kellogg’s)

The Tony the Tiger Sun Bowl officially takes over El Paso on New Year’s Eve, but the game dedicated to saving middle school sports made its mission real today in the “Sun City.”  Kellogg’s Frosted Flakes®‘ Mission Tiger™ teamed up with the pioneer for helping kids play sports, The DICK’S Sporting Goods Foundation (DSGF), and gave a Sports Matter grant to every public middle school athletic department in El Paso — a total donation of US$500,000 — to help give more middle school kids access to sports.The first-of-its-kind partnership between one of America’s favorite breakfast cereals and the foundation for America’s largest sporting goods retailer might seem unlikely, but both are on a mission to help Mission Tiger ‖ Sports Matter Mobile save school sports. And today’s efforts align with the Sun Bowl’s 1935 inaugural mission to benefit underprivileged children.In partnership with The DICK’S Foundation, Tony the Tiger called on his friend, Sun Bowl alum and football Hall of Famer LaDainian Tomlinson to break the news. Tomlinson and Tony drove around town to deliver much-needed sporting goods equipment to aspiring young athletes at Wiggs Middle School.The collaboration is the latest stop for Mission Tiger, an initiative from Kellogg’s Frosted Flakes to save middle school sports nationwide. In August 2019, Kellogg’s Frosted Flakes was announced as the title sponsor of the newly named Tony the Tiger™ Sun Bowl, making Tony the Tiger the first mascot to ever lend his name to a college football bowl game.

  • SouthNorte Beer Co.
SouthNorte Beer Co
SouthNorte Beer Co. secures investment led John Gallegos.

Founded at the crossroads of cultures, SouthNorte Beer Co. revealed that it has secured new investment to drive company growth led by advertising executive and founding partner, John Gallegos, who has increased his investment in the brand to further accelerate the company’s marketing efforts, expansion into new territories and exploration of new partners throughout the country. This influx of funding positions Gallegos as the majority owner of SouthNorte, with Coronado Brewing Company offering continued operational support with a minority stake in the company.The infusion of new investment comes at an important juncture for SouthNorte —the brand has garnered critical acclaim and grassroots fan support in San Diego, and now, Gallegos and partners recognize that the time is ripe to amplify SouthNorte’s message and brand essence beyond its current footprint and into new markets. In addition to increasing his investment in the brand, Gallegos will take on additional operational management roles in the company. A seasoned advertising and marketing executive, Gallegos is CEO of the United Collective communications group comprised of five interconnected independent agencies.  Under this new arrangement, former CEO, Brandon Richards, credited for his contributions in making SouthNorte a success, will remain as a partner and Coronado Brewing Company will also remain a partner in the business offering various levels of support including brewing, sales, and marketing. SouthNorte beer will continue to be contract brewed and packaged at Coronado facilities.

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

Latin America is a region that stands out thanks to its imagination, creativity, and colorful tropes. These features are present in everything from their architecture to the customs and celebrations. Latin Americans have always been in the spotlight regarding their hot blood and passion. Their intense love of sport, especially futbol, is an important part of the culture. It's no surprise that this love of sport also extends to love of gambling. Advertising the casino and sportsbook industry has become quite creative in the past years. Adrenaline and luck-based games may seem to attract customers on their own, but the advertisements are the real drivers of traffic. Today dear readers, let's look at some creative ways casinos advertise themselves in the region and the countries in which the gambling business booms.

Best Casinos

Curious Casino Marketing Methods in Latin America

Advertising is a business first and foremost. The market for advertising in the casino industry in Latin America is particularly crowded. This has led to interesting creative endeavors to advertise different brands. In a crowded market, individual advertisers must seek the uncommon and creative to draw users.

The Traditional Tactics

Sports sponsorship is probably one of the most traditional advertising methods worldwide. It's not uncommon to find casinos and online gambling sites sponsoring teams or events. Some countries have banned gambling ads in public sports events. Spain's case is the most prominent one but the truth is that most Latin American countries don't prohibit this kind of publicity. Colorful T-Shirts, ads mid-game, and creative mottos in broadcast are some of the most used methods for teams to show the brands that are sponsoring.

Online Presence

Best casinos in Latin America

In recent years, the tremendous growth of online life has shifted the focus from physical publicity to online advertisement of casinos on social media. This evolution has brought excellent incomes for casinos and creative or curious online ads. Traditional ads featuring a simple game of poker, warriors fighting enemies while the slots turn, or the roulette spins, are some of the most imaginative ways casinos have found to advertise themselves.

Social Interaction

While not as common as the other two methods, some casinos and booking venues have hosted or participated in social events. Promotions in malls are a way of letting their benefits and offers get known. In Colombia, a recent advertisement campaign in social events for a local casino venue raised the host's patrons by almost 30% following a weekend of social interaction in a mall. 

Online Sponsorship

Another leg in the marketing stool, arguably the most prominent one in recent years, is online sponsorship. Sponsorship of videos and events has become a staple of gambling businesses, especially in Latin America. Big and small content creators are seen sponsoring gambling apps or web pages and other kinds of products. One of the downsides of this type of marketing is the level of access younger audiences have, as content creators tend to be extremely popular with teenagers and adolescents.


The final step in the marketing journey is the biggest attraction of online casino apps and venues for many analysts. Most online casinos and apps offer many different kinds of rewards and bonuses to new and old users. These rewards are usually in the form of a credit on their account's balance so that they can gamble without risking their own money. Some bonuses can go up to hundreds of dollars, so it's no wonder that this is the biggest lure in the gambling world. However, these bonuses have been the focal point of some controversy, as the conditions for actually claiming them can be pretty tricky to achieve. Some require you to charge a certain amount to your account balance for you to actually withdraw the bonus, while others may require a certain amount of bets. This situation has been so prevalent that countries like Spain have outright banned advertisements and awarded first-time prizes from their land.

Best gamblin apps

Closing thoughts


Marketing is a veritable science, needing constant research, adaptation, and creativity. The digital era has brought an almost infinite amount of possibilities and opportunities to life, and the gambling business has made sure to take advantage of it. Both the digital and physical world see the effects of marketing, and only the future will tell what other methods will show up on the horizon.

How To Grow Your Brand in 8 Easy Steps

It is essential to your company's success to generate new business through expanding your client base. It may, however, be somewhat tricky at times. To help you out, we have put together 8 of the most essential steps you need to take in order to see your company really scale.

Here's a quick summary:

  1. Step 1: Create a Youtube Channel
  2.  Step 2: Open social media accounts
  3.  Step 3: Create a website
  4.  Step 4: Get involved in online forums
  5.  Step 5: Start a podcast
  6.  Step 6: Introduce a referral program
  7.  Step 7: Guest star on other podcasts and bloggers channels
  8.  Step 8: Meet other influencers

How to Build, Evolve, and Grow a Brand: 3 Simple Steps to Stand Out in Your Market |


1. Make a Channel on YouTube.

A tremendous personal branding approach is to start a YouTube channel and focus on growing it. By promoting videos and shorts to people who have a history of viewing related material, the YouTube algorithm favours those who genuinely submit great content videos about their subject of interest and skill.

You might not attract enough audience when you first establish a YouTube channel. However, with time and experience, you will find that more people will like your videos and subscribe to your channel. It takes perseverance, but it becomes easier over time.

2. Create Social Media Accounts

You'll need to set up social media pages if you haven't already, to boost your branding. Carefully choose your social media channels. Instagram is a good option if you want to share photos. If you're going to make fast text updates that are occasionally accompanied by images, Facebook is the way to go. If you enjoy recording long videos, start a YouTube channel. Consider utilizing LinkedIn as your primary social media platform for personal branding.

Don't forget to update your social media accounts or channels frequently. Finally, at the footer of your website, include icons for all social networking sites you use. All of your marketing platforms will be linked and connected as a result. This aids with the movement of traffic from one platform to the next.

3. Create a Website for Yourself

The most crucial step in your branding plan is to create your website. This website will be the primary vehicle to promote yourself, your skills, and your services. This website will be integrated with all of your other marketing tools, but it will serve as your fans' primary point of contact.

4. Get Involved in Online Forums

Many businesses create an online community to encourage users, members, customers, and other members of their target demographic to participate. You may start to develop your brand community if your branding is well-established. However, you might start by joining other online communities at first. As you focus on your branding plan, this will help you develop a reputation in your sector and make it simpler to attract more people.

5. Start a Podcast

If you're naturally outspoken, you should make use of this trait by recording some of your branding content as podcasts. Suppose you're unsure where to host your podcasts. In that case, you may post them to third-party podcast hosting services or convert them to video format by adding a still picture and uploading them to your YouTube channel. Since 2019, the podcast business has grown dramatically, especially amid the worldwide lockdown in most areas of the world. Podcasting is a practical approach to increasing your audience, which is beneficial to your branding efforts.

6. Implement a Referral Program

Helping your loyal customers become your best advocates is one approach to achieving brand recognition through the desired word-of-mouth marketing. A referral program not only expands your reach and the number of people who know your name, but it also provides that knowledge from a trusted source––friends and family. Many businesses have referral schemes, such as Alala, which gives clients a 20% discount when they recommend a friend who likewise gets 20% off. It's a win-win situation for users and their friends. It's a method for Alala to enlist the help of its customers to raise awareness and get new consumers.

7. Visit Other Blogs and Channels as a Guest

Guest posting on other people's blogs and Youtube channels is an excellent way to develop your blog and channel quickly. As a guest, you'll be introduced to the vast audiences of the platforms or channels on which you speak or write. You can include backlinks to your site in your articles when guest blogging, but only with the blog owner's agreement. Every time someone clicks on those web links, it directs traffic from their blog to your blog. When you appear on another person's YouTube channel, it's the same thing. Suppose their followers enjoy the content you provide as a guest. In that case, they may consider subscribing to your Youtube channel as well. It is a fantastic way to improve your branding.

8. Meet Other People in Your Field in Person

It is essential that you meet other people in your field in person, even if that means travelling occasionally. there are trade shows around the world all year long, so you will need to research which shows are important for your brand.

Now, this may sound like a costly endeavour, however, we cannot stress how important this step is to your success. There are always cheap travel options, such as cheap flights, low budget hotels or booking car rentals with credit card points. 

If you're having difficulties reaching your target audience, consider using their favourite artists and influencers. It may necessitate travel to raise foreign brand recognition. Influencer suggestions are more trusted than traditional ads or celebrity endorsements by consumers.

You may launch influencer marketing campaigns by identifying influencers in relevant sectors and contacting them with collaboration ideas, similar to starting guest posting campaigns. Simply search relevant terms on social media networks and filter through the postings for influencer material to do this. You can also use the #sponsored hashtags on Twitter and Instagram to check which influencers in your sector are already collaborating with companies. You may even outsource the research to services like Upfluence and Traackr. Once you've identified the right influencers, you can either send them free items in return for reviews or travel to see them in person to collaborate on an advertisement.

Now that you know how to improve your branding get started before the competition becomes too fierce. Anyone can construct all of these marketing platforms for creating a personal brand in just a few days since these unique branding strategies are so simple to implement. Who knows, maybe one day your branding efforts may pay off and turn you into a successful entrepreneur?

What: H Code Media, a US Hispanic digital media company, has closed an exclusive partnership with Futbol Sites (FSN), a top digital sports media group in Latin America.
Why it matters: The US-Hispanic market is mobile first and represents over 17 percent of the US population. More than 30 percent of Hispanic Millennials are soccer fans. These facts are particularly important in the view of the upcoming soccer World Cup in 2018 in Russia.

H Code Media  announced the signing of an exclusive partnership with Futbol Sites (FSN), a digital sports media group in Latin America. This exclusive access deal with FSN extends H Code’s advertising inventory into new and previously untapped content areas by approximately 1 million uniques.

The US-Hispanic market is mobile first and represents over 17 percent of the US population with US$1.5 trillion in purchasing power. More than 30 percent of Hispanic Millennials are soccer fans. Despite their size, US Hispanics are very hard to reach as the result of a fragmented content market. To effectively reach them, H Code partners directly with leading Spanish language media companies from around the world, many of them in Latin America, like FSN.

The US-Hispanic market is mobile first and represent over 17 percent of the US population with US$1.5 trillion in purchasing power.

“Futbol Sites has done a fantastic job creating communities to engage with US Hispanics around sports,” said Parker Morse, CEO of H Code Media. “With Futbol Sites, brands will be able to utilize H Code Media’s rich creative products to reach the avid US Hispanic sports fan while they consume rich and authentic soccer content.”

“Soccer is known globally as the most passionate sport in the world,” said Federico Grinberg, CEO & Co-Founder of Futbol Sites. “As major soccer events come down the pipeline, such as the World Cup in 2018, it’s important for advertisers to connect with the Hispanic demographic. By working solely with H Code, we can focus more on the growth of our 25+ sites and more than 80 online communities while H Code handles the monetization component of the equation.”

H Code’s work with Futbol Sites will leverage the differentiated and unique advertising inventory in the market to enhance its current offering. The solutions they collectively deliver will include display, rich media, video, mobile, native, social/digital channels, as well as creative services.

H Code  works directly one-to-one with the top 200 U.S. Hispanic premium publishers.  As a result, H Code can provide its clients with premium and exclusive access to 20+ million US Hispanic consumers.

Join us at PORTADA Mexico!


What: The “Top 10 Highest-Paid Athlete Endorsers of 2016” list released by the marketing agency Opendorse features four golf players, and one of them has just 111K followers on Twitter.
Why It Matters: Influence is about more than social media numbers, and brands should evaluate other factors when making endorsement decisions.

According to the Forbes list of the ‘World’s Highest-Paid Athletes,’ Portuguese soccer player Cristiano Ronaldo earned US $88 million last year, which makes him the best-paid athlete of the year.

Ronaldo is also the athlete with the most followers on Twitter. But being the highest-paid and most-followed player does not necessarily make him the right influencer for every brand.

Resultado de imagen de roger federer
Roger Federer

According to Forbes, over 2016 Ronaldo managed to make $32 million through brand endorsements. This number might impress some, but it is almost only half of the $60 million generated by Swiss tennis player Roger Federer, who was the athlete that made the most money off of endorsements in 2016.

Choosing one influencer over another “is not that different from the way that the general market looks at sponsorships,” explains Michael Neuman, EVP and Managing Partner at Scout Sports and Entertainment. It doesn’t matter if they have the most followers on social media: brands must think about what athlete draws the admiration and dedication of their fans.

As Neuman adds, endorsement deals “depends on the brand’s strategy. If a brand decides they want to reach the sports fan and they sponsor a league or the team, staying in the sports genre, the athlete makes the most sense.”

Subscribe to Portada daily Sports Marketing Updates!

Nissan, for example, works with both sports influencers and celebrities from other areas. “With our global Champions League sponsorship we also have Gareth Bale and El Kun Agüero as brand ambassadors. But we also have local ambassadors that go from a local pilot to any other sport. It depends on each of the campaigns,” explains Pablo Cárdenas, marketer at Nissan Mexico.

The sports where the athletes wear helmets, like football and hockey, don’t tend to have the highest number of athletes with endorsements.

When choosing an athlete to become a brand’s face, there are some sports that definitely work better than others. “The sports where the athletes wear helmets, like football and hockey, don’t tend to have the highest number of athletes with endorsements because there isn’t the recognition that you have with a basketball player or even a baseball player,” says Neuman.

Resultado de imagen de nbaThe NBA is the league with the highest number of players involved in endorsement campaigns in the United States right now.  “I would say basketball has the most, and hockey has the least,” he adds.

This explains why Lebron James is the second-highest-paid athlete when it comes to off-the-court endorsements, with an income of $54 million through sponsorships during 2016. The NBA player also made it to the headlines after signing a lifetime deal with Nike, rumoured to be worth over $1 billion.

Taking a look at the marketing agency Opendorse’s top 10 highest-paid athletes of 2016 (see below), one will notice many tennis and golf players. But these types of deals don’t always get featured heavily on the streets due to the types of contracts that they sign. Even though the athletes might make less on the contracts, they are more exclusive, and targeted at a narrower audience with a higher acquisition power.

In a world where popularity and social acceptance seems to be directly related to how many followers a person has on social media, these numbers do not mean much in the sports endorsement market. Although soccer players like Ronaldo and Lionel Messi are the two most followed athletes on Twitter, they are far from making the list of the top 10 largest contracts.

#AthleteSportEstimated Cost Per Tweet in USDTwitter followersTotal Yearly endorsement earnings in USD millionNotable endorsement deals
1Roger FedererTennis31,6606.7M60Wilson, Nike, Rolex, Mercedes-Benz, Gillette, Credit Suisse
2Lebron JamesBasketball185,32834.5M54Beats by Dre, Coca-Cola, Kia, McDonald’s, Samsung, Nike
3Phil MickelsonGolfN/A111K50KPMG, Rolex, ExxonMobil, Callaway, Barclays
4Tiger WoodsGolf34,3806.18M45Nike, Upper Deck, Rolex, Hero MotoCorp
5Kevin DurantBasketball80,38815.5M36Nike, 2k Sports, Sprint, BBVA, Beats by Dre, Panini
6Rory McIlroyGolf16,2693.1M35Nike, Bose, EA Sports, Omega, Upper Deck
7Novak DjokovicTennis33,9526.96M34Adidas, Pugeot, Head, Uniqlo, Seiko
8Rafael NadalTennis53,63312.1M32Tommy Hilfiger, Kia, Nike, Babolat, Telefonica
9Jordan SpiethGolf8,7081.74M32AT&T, Coca-Cola, Rolex, Titleist, Under Armour
10Cristiano RonaldoSoccer258,85950.6M32CR7, Nike, Tag Heuer, Herbalife, Monster Headphones, Sacoor Brothers
Source:, Twitter

We recently published articles about the plans of key buy side executivesmedia honchos  and sports marketers for the year that just started.  Now here is what Portada is planning  for 2017 in order to meet the growing demand of our audience in traditional and new content areas. Below the exciting expansion we are planning with our valued partners.

1. What Portada’s 2017 Expansion Means for our Audience…

-Increased coverage of the digital marketing (r) evolution throughout the Americas and what it means for brand marketers. We hired additional reporters and analysts so that our audience gets the intelligence and insights it needs on the below topic areas:

Video Marketing (btw: check out our recently published 2017 Video Marketing Guide!)
– Adoption of Marketing Technologies from a brand marketers perspective.
Data MarketingProgrammatic Marketing (with the advice of  our character “Programatico Lopez”), and Influencer Marketing.
Retail MarketingTravel Marketing, E-Commerce and  Conversion
– More content on Innovation and Entrepreneurship on our Entrepreneurship and Innovation channel.
– Publication of additional premium research reports
– Interactive Databases of Marketers targeting the U.S. and Latin American consumers. (separate databases).
– Of course Portada will continue to be the destination of choice covering all news and insights impacting U.S. Hispanic and Latin American Marketing.


2. Launch of the Sports Marketing Platform

SoccerLaunch of Portada’s Sports Marketing Platform in mid-february, more defining content on what moves marketers to invest in the exciting sports space (with particular emphasis on soccer). The new sports marketing platform complements the  annual sports marketing guide as well as the Sports Forum in September. (Watch out for the announcement of our Sports Marketing Board with key brand marketers targeting the U.S. consumer through sports in 3 weeks!).

3. Benefit from Portada Events

Portada events provide inspiration, fresh thinking and practical focus on the topics that matter as well as enviable networking opportunities.   Attend our landmark events in Miami (PortadaLat), New York City (#Portada16  which includes the 11th Annual Hispanic Marketing and Media Conference and the Sports Marketing Forum, Mexico City and the U.S. West Coast.).

4. What our Growth Means for Our Advertising/Marketing Partners

  • Direct Contact with Brand Marketers. More Brand Marketers involvement than ever (watch out for announcement of our expanded editorial Board as well as the Sports Marketing Board to be announced in late-January!). One to one Interaction with major brands at our landmark annual events in Miami, New York City and Mexico City. Customized events and more…
  • Lead-Gen through White Papers and Webinars using the Portada platform to connect with an audited audience of more than 140,000 marketing and business professionals around the Americas.
  • Partnership with the ANA Association of National Advertisers for Special Multicultural Thought Leadership Supplement to be included in Portada’s Annual Print Issue (Pub Date. March 28,2017).
  • Expanded native marketing offering. Many marketers have partnered with us to integrate their messages in our editorial through partner messages (examples here and here). This provides an organic way for our partners to be part of Portada’s highly regarded content.
  • 360 approach: Major events, customized events, digital and print integrations.
  • Expansion of the Entrepreneurship and Innovation Vertical


To learn how Portada can help your brand reach its marketing objectives in 2017, please contact Business Development Director Bob Oliva  or call him at (305) 546-15-15.

We just published articles about the plans of key brand, agency and media executives for the next year. We also want to let our audience and marketing partners know what Portada is planning  for 2017,  the second year of our investment and expansion phase initiated earlier this year with the launch of new websites and new hires.  To fine-tune our strategy we asked our readers and advertisers what they want to see more of. And below is what we are planning.

1. What Portada’s 2017 Expansion Means for our Audience…

-Increased coverage of the digital marketing (r) evolution throughout the Americas and what it means for brand marketers. We hired additional reporters and analysts so that our audience gets the intelligence and insights it needs on the below topic areas:

Video Marketing (btw: check out our recently published 2017 Video Marketing Guide!)
– Adoption of Marketing Technologies from a brand marketers perspective.
Data Marketing and Programmatic Marketing (with the advice of  our character “Programatico Lopez”).
Social/Influencer Marketing and Native/Branded Content.
Retail MarketingTravel Marketing, E-Commerce and  Conversion
– Publication of additional premium research reports early next year.
– Interactive Databases of Marketers targeting the U.S. and Latin American consumers. (separate databases).
– Of course Portada will continue to be the destination of choice covering all news and insights impacting Hispanic and Latin American Marketing.

More content on Innovation and Entrepreneurship on our Entrepreneurship and Innovation channel.

2. Launch of the Sports Marketing Platform

SoccerLaunch of Portada’s Sports Marketing Platform in mid-february, more defining content on what moves marketers to invest in the exciting sports space (with particular emphasis on soccer). The new sports marketing platform complements the  annual sports marketing guide as well as the Sports Forum in September. (Watch out for the announcement of our Sports Marketing Board in January).

3. Benefit from Portada Events

Portada events provide inspiration, fresh thinking and practical focus on the topics that matter as well as enviable networking opportunities.   Attend our landmark events in Miami (PortadaLat), New York City (#Portada16  which includes the 11th Annual Hispanic Marketing and Media Conference and the Sports Marketing Forum, Mexico City and the  U.S. West Coast.).

4. What our Growth Means for Our Advertising/Marketing Partners

  • Direct Contact with Brand Marketers. More Brand Marketers involvement than ever (watch out for announcement of our expanded editorial Board as well as the Sports Marketing Board to be announced in mid-January!). One to one Interaction with major brands at our landmark annual events in Miami, New York City and Mexico City. Customized events and more…
  • Lead-Gen through White Papers and Webinars using the Portada platform to connect with an audited audience of more than 140,000 marketing and business professionals around the Americas.
  • Partnership with the ANA Association of National Advertisers for Special Multicultural Thought Leadership Supplement to be included in Portada’s Annual Print Issue (Pub Date. March 28,2017).
  • Expanded native marketing offering. Many marketers have partnered with us to integrate their messages in our editorial through partner messages (examples here and here). This provides an organic way for our partners to be part of Portada’s highly regarded content.
  • 360 approach: Major Event, customized event, digital and print integrations.
  • Expansion of the Entrepreneurship and Innovation Vertical


To learn how Portada can help your brand reach its marketing objectives in 2017, please contact Business Development Director Bob Oliva  or call him at (305) 546-15-15.

The 8th Annual Edition of PortadaLat is taking place this Wednesday June 8 and Thursday June 9 in Miami’s Hyatt Regency Hotel. To get you ready, here are 10 ways you will benefit from the event. Not registered yet?  You can secure your spot at the special online promotional rate! 10 ways you will benefit by attending our annual showcase of the best and brightest in Latin Marketing, Media and Digital Innovation.

1. Get First-hand Insights from the Nr. 3 Female CMO in the World and the CEO of a Marketing Technology “Unicorn”

Dorothy Dowling, Chief Marketing Officer, Best Western® Hotels & Resorts, who recently was selected by Forbes as the #18 CMO in the world and #3 female CMO and Adam Singolda, CEO & Founder of Taboola will have a “fireside chat” at 2pm on Wednesday June 8.  Taboola, is a so-called marketing tech unicorn (that’s how private digital companies valued at US $1 billion or more are affectionately called 🙂 !).
Dowling will share hands-on insights about how she markets 4,100 hotels in 100 countries. Taboola’s Singolda will provide his views about the future of content marketing and the role of native advertising.

2.  Sit-Down with Brand Marketers and Agencies at the Speed Networking Function!

handshake behind a corporative building.Great for any design.One amazing feature of Portada’s traditional speed-networking function is that it allows attendees to meet brand marketers, agency executives and other prospects in an informal setting. Get ready to meet major players including the below:
Patricia Aragon,Digital Marketing Manager, L’Oreal
Carlos Leal, Sr. Consumer Marketing Manager, Nestlé
Luiz Schmidt, Head of Marketing, Latin America & Caribbean and Jack Daniel’s Center of Excellence Emerging Markets, Brown Forman
Yamilet Bermudez, Media Operations Director – IPG Mediabrands
Armando Lopez
, Account Director, Havas Media Group|
Jose Luis Perez Rodriguez,
Performance Marketing Manager, Volaris
Rebeca Ricoy,
Sr. Manager Digital, Nola, Avon
and many more!

3. Find out Why Cable and Social Media are in Need of Couple Therapy

Latin American media plans are not complete with cable media buys only. Neither are they with social media only. The challenge lies in connecting all the dots and develop integrated offline and online communication packages. Group M’s Cynthia Evans, will act as couple therapists by being the moderator of the session “Why TV and Social Media neet to become friends: couple’s therapy”, with panelists Adriana Grineberg, Head of Operations Miami, Facebook, Carlos Leal, Sr. Consumer Marketing Manager, Nestlé and Alfonso Cueto, Sr. Director Ad-Sales Latin America, ESPN.

4. Learn How to Use Data Science to Reach Out to the Latin Consumer

Source Technoratti
Source Technoratti

To recognize the enormous impact Data Sciences have on Marketing and Advertising, Portada is adding a Data Marketing Forum at the first Day of #PortadaLat (June 8). PortadaLat will provide a unique setting for marketers targeting Latin consumers in the U.S. and Latin America to delve into how Big Data can revolutionize marketing efficiency.
Major Speakers at the Data Marketing Forum include:
Mebrulin Francisco, Partner, Director Marketing Analytics Multicultural, GroupM
Ana Crandell, Group Account Director, OMD Multicultural
Oscar Padilla, Senior VP of Marketing and Digital, Pulpo Media
Francisco Morillo, Digital Marketing Manager, Xoom
Jose Luis Valderrama, CEO and Founder, Hispanic Group
The Data Marketing Forum will be taking place on Day 1 of #PortadaLat. Get your Day 1 (or the Combo Day 1 and 2 Ticket)!

5. Understand How Influencers Add Value to Branded Video Entertainment

Brands and InfluencersAlexander Ospina, Influencer/Instagram Sensation and Christian Acosta, Influencer, Recording Artist, are going to be key Influencers participating at PortadaLat. They will participate in session on Latin Tech Innovations and on Branded Video Entertainment. Branded video is one of the fastest growing areas in Latin marketing. A major brand marketer, an agency exec and a star influencer share the latest insights on:  Online Video is emerging as a powerful medium in Latin America with both very short and long formats being successful. Learn from Alejandro Rosado, VP, Content Creative Director Latin América, Publicis OneJorge Rocha, Digital Director/Mobile Lead Latin America , Starcom MediaVest and Luiz Schmidt, Head of Marketing, Latin America & Caribbean and Jack Daniel’s Center of Excellence Emerging Markets, Brown Forman about what works, what doesn’t and why.

6. Find out Where Panregional Marketing and Miami are Heading To

It’s always been a central mission of Portada to cover and promote the panregional marketing and media buying sector. What is the role of Miami going forward. At the session “Shaping the Future of Panregional Marketing: The Role of Miami” find out what experts Benoit Wirz, Director Venture Investments, Knight Ventures, Yazmid Aguilar, Sr. Marketing Communications Mgr LATAM- Jarden Consumer Solutions – ‎Jarden Consumer Solutions, Alfredo Pedroso, Director of Panregional Ad-Sales, Sony Pictures Entertainment and Fernando Monedero, Managing Director, MediaBrands Miami have to say.

7. Gain from New Latin Travel Marketing Insights

Latin America and the U.S. Hispanic market are key inbound and outbound destinations for global travel and luxury marketing companies. Hear how major brands are approaching the region and learn more about their innovations in digital marketing. Some of the key speakers participating in the Travel Marketing Track are:

    • Montserrat Santaella, International Promotion Manager, Grupo Posadas
    • Guillermo Morrone, VP Head of Global Consumer and Priceless Cities Content Strategy, MasterCard
    • Ricardo Rivera, Chief Marketing Officer, Volaris
    • Rolando Aedo, Chief Marketing Officer, Greater Miami Tourism and Convention Bureau
    • Ismalis Mendoza, Senior Manager of Marketing and E-Commerce, Marriott International
    • Jose Luis Carrete, Chief Digital Officer, Hoteles CityXpress
    • Lara Migliassi, VP, Global Brands – Hyatt Zilara, Hyatt Ziva, Hyatt Residence Club & Hyatt
    • Carlos Orta, VP Corporate Affairs, Carnival Corporation


8. Learn about L’Oreal’s New Content Factory and Avon’s Approach to Social Selling

Patricia Aragon, Digital Marketing Manager L’Oreal and the leader of the beauty giant’s ’content marketing in Spanish-speaking Latin America, will explain how the company’s new content factory based in Mexico City works. “At the content factory, or content assembly line, we work with content creators and editorial partners”,  Aragon tells Portada in a pre-event interview. Each major brand e.g. Lancome and Maybelline has its own “content assembly line”. Measurement of content performance is a key element of L’Oreal’s content factory. “We need to know what content performs better and where,” Aragon says. This includes to know how the content of different product launches performs.” Avon, another personal care and beauty juggernaut, will also be participating at PortadaLat.  Rebeca Ricoy, Senior Manager of Digital Strategies at Avon NoLA will explain how the second largest direct selling company in the world with more than 6.4 million representatives. Learn how the personal care and beauty giant is using social media marketing and social sales to complement the efforts of its direct sales force. Social marketing/Social selling and more.

9. Absorb How Latin Americas Largest Retailer and Mexico’s Largest Bank Realize Online and Off-line Marketing Synergies

Juan Guillermo Restrepo, Digital Marketing Manager, Fallabella and David Fierro, VP Retail Bank Marketing, Banamex will provide new insights into how they profit from online and offline marketing synergies. Case studies from the Mexican retail banking giant and of Fallabella, Latin America’s largest retailer.


10. Find Out Who the Award Winners Are!

After thousands of votes were casted throughout the Americas and the PortadaLat Award Jury also casted their votes, we will know who the winners in 13 different categories are. Check out the 3 finalists per category!




Get our e-letters packed with news and intelligence!