#Portada17 Day 2

REGISTRATIO
N AND
BREAKFAST
Register and enjoy breakfast!
8:00 PM – 9:00 AM
#Portada17

#Portada17
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Install it on your phone
Enter Portada17 as your Event
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Start using the app!
MAKE SURE YOU DOWNLOAD THE
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OPENING REMARKS:
9:00 AM - 9:10 AM
SETTING THE
STAGE
Court Stroud
Managing Director
The Cledor Group (MC)
@CourtStroudNYC
Marcos Baer
Publisher
@portada

We hear you. Our solutions are focused on future
business needs
2. BRANDING
PR, direct, positioning, native,
branded content
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1. SELLING
Networking, 1-1 intros, events
3.
KNOWLEDGE
Insights, exposure, research,
consulting, recruiting, training

11
20,000
Media Company Executives
30,000
Brand Marketers
10,000
Marketing Tech Executives
50,000
Agency Executives
10,000
Industry leaders
1. Selling. We offer connections and access to your
market
70,000
U.S.
25,000
Mexico
5,000
Colombia
10,000
Argentina
10,000
ROLA

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2. Branding. We help you be well positioned within
your target
Strategy
Digital Marketing
Data Science
Consumer Insights
Customer Journey
Creative Media Technolog
y
Commerce Content
Ideation
Brand Platforms
UX / Interface Design
Social Engagement
Production
SEM & SEO
Affiliate
Programmatic
Display
Social Paid
Media Analytics
Responsive Websites
Bespoke Apps
Microsites / Blogs
Mobile
Wearables
Artificial Intelligence
Platform
Implementation
Omnichannel
Experience
Product Info
Management
CMS Integration
Partner Strategy
Content Strategy
Content Production
Omnichannel
Distribution
Data Driven Insights

13
3. Knowledge. We will double down covering top
trends and provide you with market intelligence
Sites
App
Video
Newsletter
Magazine
Events

14
● Eighteen 22-minute knowledge panel discussions with two
research sessions
● Ten case-based presentations; One “solve your issue”
collaborative session
3. Knowledge & Networking events 2017/2018
● Two service speed-dating sessions and theme tables
● Best-in-class meeting app for face to face introductions and
access to directories
● Two local premier meals & Signature cocktails and DJ
● Modern & cool location with gift package, concierge and city
experiences;
The brightest thought leaders and decision
makers in the MMT Industry from Latin America
exchange ideas, business opportunities, and
discuss major innovations and challenges.
Miami
March 2108
Top leaders gather twice a year to
exchange ideas, recommendations, and
best practices in Miami or NY, or around
any top global event.
Portada
Americas Council Winter and Sping
The best minds in Marketing, Media and
Technology discuss the latest trends
and opportunities in the marketplace.
Plus unparalleled networking
opportunities.
New York
september, 2018

15
We renewed our oath focused on you
As a leading trade solutions based platform
our mission is to help our business partners
and community achieve a competitive edge
by providing best-in-class networking,
brand positioning, and useful knowledge and
market insights.

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Premium & Gold
OUR PRODUCTS AND SERVICES
Access to Portada NY & Miami
conferences, hotel, 6 Portada
breakfasts, research and webinars
and magazine;
Exclusive participation to top- level
gatherings with top members of a MMT
community in a special setting (2/year).
Includes hotel, ticket, site presence,
speaker options and other webinars,
magazine and materials;
Portada Council of
the Americas
Founding Board Member
Networking &
Positioning
Networking, branding and positioning
services for business partners. We are
committed to helping our clients sell
more and be very well positioned.
Direct marketing to buyers, research
sponsorships and event driven
introductions.

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Let´s talk
➔ www.portada-online.com,
➔ +1-347-840-1311
➔ 40 West 38th Street, 5th Floor, NY, NY 10018
➔ Daniela Landa Daniela@portada-online.com
➔ Offices: New York, Miami, Mexico, Buenos Aires

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We have come a long way serving you

Maria Lucia Parra
President and Senior Researcher
Ingenium Research
@marialuciaparra
Peter P. Snitzer Jr.
CEO
Conffianz
@Conffianz
Joi Tyrell
SVP Director
Campbell Ewald/Sociedad
@campbellewald
9:10 AM - 9:40 AMMULTICULTURAL SHOPPERS
PANELISTS:MODERATOR:

PLUS! Room 28 Comedy Troupe
Sketch

PRESENTER:
Margie Bravo
Multicultural Marketing Manager
Nestlé USA
@MargieBravo76
THE FUTURE OF
MULTICULTURAL MARKETING 09:40 AM - 10:05 AM

Multicultural
Best Practices
Margie Bravo

My own Bilingual & Bicultural Kids
“i Story”

Who is Nestlé?
Winning with Multicultural
Agenda

Most people think this is Nestlé…

We produce the brands you love…
Baking Ice CreamBeverage
Confections &
Snacks
Pizza & Snacks
Prepared
Foods
Across different categories in our 7 divisions
Global Food

MULTICULTURAL is a The Way to Grow
VISION: Drive Multicultural consumers preference
for our brands to accelerate growth by incorporating
a Total Market approach from insights, decoding to
execution.
GOAL: Increasing our NUSA Hispanic Dollar Sales
to fair share of Population by 2020

Nestle has a UNIQUE position with Hispanics
32Source:
LANGUAGE PREFERENCE SpanishEnglish
Only CPG that blends LATINO
HERITAGE & AMERICAN
LIFESTYLE brands.
ACCULTURATION LEVEL LESSMORE

From To
How can Nestle inject CrossCultural DNA into the
organization?
➢ International Imported Brands ONLY
➢ Individual Brand Goals
➢ Hispanic Dedicated effort ONLY if budget
allowed (spare)
➢ Hispanic approach based on Acculturation
✓ Building and Empowering Internal Expertise
✓ Company wide Brand Goals
✓ Hispanic Strategy integrated into Brand Plans
✓ Total Market Approach with Cultural Relevance

To Accelerate GROWTH Hispanic is a MUST-WIN
battle
Objective: Deliver incremental Sales for Nestlé USA by unlocking
the Multicultural Consumer Opportunity through our Traditional
American Brands
&

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As a Super Premium Ice-cream didn’t taught
Hispanics could be a Great Opportunity for
GROWTH to their surprise they were one of the
Most Valuable Consumer’s!!
CHALLENGE
Hispanic consumers had a lower level of
Awareness, but once they get to know the
brand they spend More and are More Loyal.
How can we introduce the brand to the
segment, where they didn’t know it

As a leader in the frozen pizza category,
DiGiorno wanted to be the 1st in speaking to
Hispanics in ways they could connect and relate
CHALLENGE
Increase Brand Relevance, Engagement and
Hispanic Household Penetration
The Brand wanted to incorporating a TOTAL
MARKET APPROACH

FIRST STEP WAS TO UNDERSTAND HISPANICS & PIZZA
‣ Their familiarity with pizza is basic but they know if their kids and guest like it – they win!
‣ Overall, pizza can play a central role as a social connector
‣ Being part of the “prepping process” makes the host feel accomplished

RESULTS
‣ Creative breakthrough that connects on a cultural level
‣ Double digit growth and market share increase
‣ Increasing Hispanic Household penetration

1. Top Management Commitment
2. Define our Process and Gain Alignment
3. Inspire our Teams about the Opportunity
Nestle Keys to Success

Key Take Aways
42
1. Be OPEN to lead with Hispanic Insights as they drive INFLUENCE & cross over.
Sometimes you need to start and continue EVOLVING
1. Be INCLUSIVE of Multicultural consumers even in very traditional American
brands as it will increase your AFFINITY with MILLENIALS and consider different
touchpoints for the MEDIA plan
1. ALL BRANDS independent of size & budgets…Now CAN address Hispanic
Consumers its just need to start with Top Management commitment and knowing
it’s a Total company effort

PRESENTER:
David Chitel
CEO & Founder
NGL Media
@NGLConsortium
VIDEO MARKET SNAPSHOT 10:05 AM - 10:15 AM

Manny Gonzalez
Senior Director Multicultural
Moet Hennessy
@moethennessy
Pedro Rodriguez
Head of Multicultural Social Media
Practice
Horizon Media
@plrodriguez
Sebastian Jasminoy
CEO and Founder
FLUVIP
@sebasjasminoy
EXPERTS:BRAND MARKETER:
BRAND CHALLENGE 10:15 AM - 10:40 AM

BRAND CHALLENGE 10:15 AM - 10:40 AM
Issue Program Description
Brand’s Marketing Toolbox
Where does an influencer strategy and initiative fit
within your brand’s marketing tools and mix (i.e. TV, print,
digital, social, merchandising, experiential)?
Brand Essence
Brand “borrows” an influencer’s brand equity; should
brand modify or adjust brand essence to accommodate that
influencer’s personality?
Levels of Influencers
What kind of influencer? A a full-fledged brand
spokesperson or just a content creator (e.g. a social media
influencer who develops branded content for brand’s social
media channels, e.g. Facebook page)
Metrics How do you measure the effectiveness of influencers?
How can influencers help your brand?

NETWORKING
BREAK
A break to stretch your legs and
enjoy refreshments and snacks.
#Portada17
10:40 AM - 11:20AM

Santiago Gomez
Managing Partner
Cosme
@CosmeNYC
PASSION FOR HOSPITALITY
11:20 AM - 11:50 AM
A RESTAURATEUR'S SUCCESS
STORY

SANDBOX PRESENTATIONS
11:50 AM - 12:20 AM
Sam Lopez
Associate Director,
Advertising Solutions
Undertone
Nelson Peña
VP, North America
Latcom

Award Winning
Creative
Exclusive Media
Placements
Proprietary Technology Platform

Cross Screen Solutions to Meet Every Objective
SocialVideoHigh Impact Content/Influencer Native

High Impact SocialVideo NativeContent/Influencer

SocialVideoHigh Impact NativeContent/Influencer

CHALLENGE
Budget
Constraints
Limited Creative
Assets
Siloed
Communication
How Do We Create Synergies Between
General Market and US Hispanic Teams to
Create an Impact for Auto Brand X?

Capitalize on GM Partners’ Spend to Create Cost
Efficiencies & Rate Reductions Across the Portfolio
Leverage GM Assets and Undertone’s Creative Studio
• User GM logos, fonts, and overarching brand
messaging
• Strategize with Hispanic Team on conceptual and
language nuances
Leverage Cross Campaign Data to Derive
Actionable Learnings and Insights
CHALLENGE
Create Efficiencies Across the Portfolio

CREATIVE BLUEPRINT
Custom Template For Auto Brands Allows For
Quick Creative Turnaround Time For Different
Regional Messaging And Creative Refreshes
EXAMPLE TEMPLATE:
PAGE GRABBER
1200px
Shared Brand assets
Language Toggle
2048px
1200px
SPECS
Hey Philly – Find the Mustang that’s right for you
CENTRAL BRAND MESSAGE
EXAMPLE
Audience Specific Call to Action
2048px

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1
#Portada17 #PortadaSportsBiz
Nelson Peña
VP, North America
Latcom

We are a company specialized in integral
OOH advertising solutions at a global level.
WE ARE GLOBAL OUT OH HOME

We have operated in the US for more than 8
years, serving clients in the US.

We have particular expertise en the US
hispanic market.

Global Reach of 1
billion consumers
throughout European
markets, the United
States, and emerging
markets in América.
In total this
is more
than a third
of the
global GDP.

The first global-scale platform for integrated
OOH services.

The secret is offering global services with
local implementations in more than 50
countries.

OOH has transformed into
a fundamental part of
advertisers´mass
communication plans, and
this has put it in the center
of the marketing mix.
OOH

OOH is much more than billboards,
posters, or mupis

It is that plus indoor in airports, shopping
centers, and distribution channels like
supermarkets or pharmacies.

This allows for the flexibility to reach the
most difficult consumers at the moment of
consumption.

OOH is the only system that allows us to
“hunt consumers” no matter where they
are or what they are doing.

WHAT IS POSSIBLE USING OUR OOH
SYSTEM?

When all of the parts of the system are
activated together the results are incredible.

THANK YOU.

12
0
Lucia Ballas
Trainor
EVP of Ad Sales
Hemisphere Media Group
@luciabt
FACILITATOR:
TOWN HALL: TOTAL MARKET -
WTF:
12:20 AM - 1:15 PM

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1
Marie Casimir
Fallon
Director of Media Strategy &
Planning
Comcast Cable Corporation
@mcasimirfallon
Jose Velez-Silva
VP, Multicultural Marketing
Communications
Comcast
@JoVeSi
PARTICIPANTS:
Stephen Paez,
VP, Director Multicultural
Mediavest | SparkMarie
@stephenpaez

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2

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3

1:15 PM – 2:30 PM
#Portada17
LUNCH BREAK
Enjoy lunch on the wonderful
rooftop terrace. A selection of
Portada17 speakers will be
assigned to lead different lunch
tables.

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5
Seraj Bharwani
Chief Strategy Officer
AcuityAds
@sbharwani
Parker Morse
CEO and Founder
HCode Media
@ParkerMorse
Sherwin Su
Director, Social
Activation
Essence
@sherwinsu
PANELISTS:MODERATOR:
Caio Street
VP of Integrated
Marketing
PM3
@pm3agency
LEVERAGING VIDEO TO REACH
HISPANIC AUDIENCES
3:30 PM - 3:55 PM

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6
2:55 PM – 3:20 PM
Juan Saldívar
CEO
SWS
DISRUPTION THERAPY
FACILITATOR:

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7
SPEAKERS:
Maria Albrecht
Sr. Manager Hispanic Markets
Rent-A-Center
@RentACenter
Sandra Orengo
VP Sales, East Coast
Adsmovil
@sandraorengo
CASE STUDY:
3:20 PM – 3:45 PM

Shifting Language and
Acculturation:
Rent-A-Center Insights
Maria de L. Albrecht
Hispanic Markets Lead Marketer
Rent-A-Center

Source: https://www.buzzfeed.com/truth/if-advertising-were-honest?utm_term=.spK5VJwoJ#.uoo2wK7QK

HOW IS RENT-A-CENTER
ADDRESSING THE HETEROGENEOUS
HISPANIC CONSUMER?

Target
Message
Impact
Attention Benefits
CTA
On
Brand
Evaluation Factors

OUR COMPANY
Corporate Location: Plano, Texas
Number of Stores: 4,285
Locations: All 50 states, Canada, Mexico,
and Puerto Rico
Number of Employees: 20,100
Annual Revenue: $3.1BN
Rent-A-Center Facts
OUR CUSTOMERS
22% Hispanic Customer Base
Mix of Spanish-preferred and Acculturated
Customers
Hispanics highly RTO enthusiastic once
they learn about it
Brands matters more for electronics than
furniture
Advertising with a price is key – budget!

HOW DOES ACCULTURATION IMPACT MARKETING
AT RENT-A-CENTER?

advocacyretentionawareness consideration purchase
Right Communication + Right Time + Right Consumer + Right Offer =
Drives Incremental Sales & ROI
Customer Journey Cycle

National Promos
& Sales Events
Single Channel Lifecycle
Marketing
Prospect Direct Mail & FSI
Social Media Marketing
Digital Marketing
Channel Marketing – Moneyball Style

Key Takeaways
Triangulate Your Hypothesis
Map Markets to Customer Journey Lifecycle
Remain Loyal to the Brand
Execute Channel Strategy “Moneyball” Style
Be Proud of Your Company and Culture
1.
2.
3.
4.
5.

Shifting Language and
Acculturation:
Mobile Insights
Sandra Orengo - Yulfo
VP of Sales, Adsmovil
Adsmovil

DID YOU KNOW???
Hispanics Est.
$96 billion
on groceries by
2020.
22% Increase in
Hispanic spending
at grocery from
2010-2015.
61% of Hispanics
are very likely to go on
shopping trips
accompanying friends
and family
97% of
Hispanic
Millennials use
smartphones;
56% spend over
20 hours week
Hispanics drink
66% more whole
milk than GM.
31% of Hispanic
Millennials are
soccer fans (more
than 2X GM).

HOW SHOULD MARKETERS
ADDRESS THE HETEROGENOUS
HISPANIC CONSUMER?

HOW WOULD YOU ADDRESS THIS GUY?

Acculturation helps you define language usage for your communications and may even give you
a hint about product acceptance.
ADDRESS HISPANIC CONSUMERS
1. Consider
generational
and cultural
gaps.
2. Consider using
“Spanglish”
For a U.S. Dominant or Bicultural audience, blend both Spanish and English into your campaign, keeping
English as the primary language but integrating Spanish phrases, quotes, terms, etc. to truly connect to
Hispanic consumers.
Unacculturat
ed Hispanics
Bicultural
Acculturated
Hispanics
• Are Spanish-dominant.
• Have recently arrived in the U.S.
• Rely on Spanish media.
• Practice Hispanic traditions.
• Are bilingual.
• Are born in the U.S or have been
in the U.S for several years.
• Are comfortable with Spanish
and English media.
• Loyal to Hispanic traditions.
• Are English-dominant.
• Are born in the U.S or have been for
more than 10 years.
• Prefer English media.
• Observe few Hispanic traditions.

Hispanic mobile phone users are more likely to access the internet - 40%
vs. 34% GM. According to most surveys, Hispanics are 1.5 times more likely
to buy mobile apps and digital media than non-Hispanics. Be sure to
optimize all your digital touch points and campaigns for mobile.
ADDRESS HISPANIC CONSUMERS (Cont.)
3. Create mobile-friendly
campaigns
4. Include Hispanic culture in
online ads
88% of digital-using Hispanics pay attention to online ads that include
aspects of their culture - regardless of the ad’s language (Google
Hispanic Marketing Forum, 2015)
5. Be aware of culture
diversity
It all comes down to being aware of cultural diversity within any country,
where multiple ethnicities and language dialects exist.
Be able to relate with Hispanics the way they relate to one another.
Know their local culture, language, and customs.

THE CRUCIAL ROLE OF
MOBILE MARKETING

How To Win With Hispanics Through Mobile Marketing
The average Hispanic mobile user uses 762 minutes per month on their mobile plan, more than the
average of 510 minutes per month for all consumers. (Nielsen Mobile Insights Study)
➢ “Content is king” but “Context is everything”. Keep in mind
the passion points of content.
➢ Incorporate Culture – The most relevant is use of family
connection
➢ Use technology – Work with a company that has the
technology and rich data plus the ability to sub-segment
according to preferences and buying habits, places visited,
etc.
➢ Target the diverse groups – By country of origin, by age, etc.
Use keywords, storytelling, etc. (One size does not fit all)
➢ Invest in mobile video and social –Freedom to watch content
that they want without relying on TV and family preferences.
Hispanics are social in nature.

IS THERE A NEED FOR
RELEVANT
IN-LANGUAGE CREATIVE,
EVEN WHEN TARGETING
MILLENNIALS?

IN LANGUAGE – TARGETING MILLENNIALS
➢ In-Language?: When people refer to connecting with U.S. Hispanics ‘in language,” they mean Spanish.
U.S.-born Latinos prefer to consume media in English. However, bilingual consumption of Spanish-
language media remains high. In fact, 40% of U.S Hispanic Millennials 18-34 are actually foreign-born,
and therefore, bilingual or Spanish-dominant.
➢ Don’t forget to think “in-culture”: Use Spanish as a tactic but keep your creative in English. There are
so many options in the marketplace that we use via mobile for in-culture messaging. E.g. Serve ads
on HispanicKitchen.com when targeting the Hispanic Millennial foodie who is interested in Latin
recipes to cook a Latin dish. You will be embracing and understanding their passion points (food),
making the creative (English) relevant to them while allowing them to connect with their Spanish
roots.
➢ Go Mobile: 40% of those surveyed in the 18 to 34 age range said that mobile is the advertising
medium that most influences a purchase decision. Advertising via mobile is the most effective way to
collect 1st party data, conduct brand and store visitation studies, understand behaviors and track
message effectiveness. Not to mention optimizing in real-time what creative works best and being
able to automatically switch to the one that has the best CTR.

Key Takeaways
➢ Hispanics are driving the growth and represent $2 Trillion in spending power - whether we are
speaking about Millennials or GenZ’s, Latinas, Moms, etc. - CREATE THAT BUDGET!!!
➢ Spanish AND English are necessary tactics. Executing campaigns in language (Spanish), in culture
(English incorporating Spanish culture) and in context is Key when it comes to connecting with
Hispanics. (One size does not fit all).
➢ Conduct research - 82% of bilingual and 60% of English-dominant Hispanics surveyed thought
brands should reach out to consumers in both English and Spanish. (Facebook IQ Study)
➢ Run Studies for your campaigns - brand lift, Store Visitation, etc. - It will inform you on Hispanic
purchase behaviors after they are exposed to creative and/or call to action, message effectiveness,
etc.
➢ GO MOBILE! Best way to collect valuable 1st party data, track engagement and increase sales lift
Hispanics look for experiences that impact their lives in a positive and personalized way.
What is more personal and effective than MOBILE?

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6
Janina Delloca-Pawlowski
Multicultural Marketing Manager
Dunkin' Brands
@DunkinDonuts
Jose Manuel Montenegro
SVP, Group Partner, Multicultural Planning
UMJ3
@umworldwide
Felix Palau
SVP, Marketing
Heineken
@HeinekenUSA
Eduardo Perez
Partner
PM3
@pm3
Nelson Pinero
Senior Digital Director, Senior Partner
GroupM-MEC
@GroupMWorldwide
Adolfo Romero
Director International Events & Marketing
MLS
@mls
4:10 PM – 5:15 PM
TABLE LEADERS INCLUDE:

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7
Joi Tyrell
Director
Target Health
@campbellewald
Vicente Navarro
VP of Business Development
AC&M Group
@acmconnect
Maria Albrecht
Senior Marketing Manager, Hispanic
Markets
Rent-A-Center, Inc
Desiree Katzenberger
Associate Media Director
D Exposito & Partners
@d_exposito
4:10 PM – 5:15 PM
TABLE LEADERS INCLUDE:

ROOFTOP
PARTY
After two days of top-notch
content, what better way to relax
than by having refreshing drinks
on the rooftop and enjoying
breathtaking views of
Manhattan.
#Portada17

#Portada17 Day 2

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