News (Noticias) for Marketing

Join us October 9th in New York City for this one-of-a-kind event, to be held at the elegant and historic Altman Building. Save $360 by registering here now:

www.portada-online.com/conference/registration.aspx?cid=2

Benefit from listening to more than 30 leaders who will provide how-to advice on:

– Big Box Retail Advertising: The State of the Art
– Breaking through to increased Multicultural Advertising Budgets
– How You should think about Mobile Marketing for Hispanics and Why.
– Case Study: Automotive Advertising in the Hispanic Market
– How to increase the share of Digital and Print Advertising Dollars in Hispanic Advertising Budgets
– Financing, acquiring and selling Hispanic media properties
– Healthcare Advertising: Advice from a large Madison Avenue print buyer

Plus:
Three breakout sessions about:
– Monetizing Offline Content
– The Mobile Opportunity
– Online Video Advertising

Confirmed speakers include:

– Craig Desens, Chief Development Officer, NSA Media
– Tim Hahn, Director of Interactive, Latinworks
– Beth Fidoten, Print Director, Initiative Media
– Marti Frucci, Managing Director, DeSilva&Phillips
– Robert Nolan, Managing Partner Halyard Capital
– John Paton, CEO Impremedia- Daniel Villarroel, Director Multi-Ethnic Marketing, Maybelline & Garnier
– Sacha Xavier, Group Media Director, Avenue A-Razorfish

Make sure that you register and save $360 by taking advantage of the early bird, expiring in two days Thursday July 31. Copy this link into your browser: www.portada-online.com/conference/registration.aspx?cid=2
The conference will conclude with the first-ever Hispanic Digital and Print Media Awards Dinner, sponsored by Batanga. To nominate Candidates in 9 different categories, please go here:
www.portada-online.com/conference/award-nomination.aspx?cid=2

Sponsorship Opportunities:
Portada’s Annual Hispanic Digital and Print Media Conference is a
high-profile brand that is highly respected in the Hispanic and Latin American Advertising, Media and Publishing world. For information on how to align your brand with this conference, please e-mail Annette Fielman at
Annette@portada-online.com or contact her at (631) 470-2253.
The following companies already have signed up as Premium Sponsors of the Second Annual Hispanic Digital and Print Media Conference & Networking/Awards Dinner: Impremedia Digital (Platinum), Starmedia (Gold), MediaSpace Solutions (Silver Sponsor), JumpTV (Bronze), Todobebe (Bronze), Alloy Access (Bronze) and Batanga (Sponsor of the Hispanic Digital and Print Media Awards Dinner).

Media Partners: Ethnic Events, Grupo Entrada, Hispanic Professional Networking Group and Hispanic Trending.

CONTACT: Marcos Baer of Portada, +1-212-685-4441,
marcos@portada-online.com; or Annette Fielman, (631) 470-2253, Annette@portada-online.com, for conference information

Web site:

To support continued growth, innovation consulting firm Cheskin Added Value has recently hired Alfredo Ortiz as a vice president. He will be responsible for furthering Cheskin’s reach into consumer goods and services while supporting the Company’s consulting offering.

“Alfredo’s outstanding background in developing branding and marketing strategy for clients and companies such as Kraft Foods, Nestle, PepsiCo, Georgia-Pacific, Blue Cross Blue Shield, and Kellogg’s, will be a great benefit to our business,” said Cheskin CEO Darrel Rhea. “And his expertise in multicultural and Hispanic markets will also nicely complement our leadership position in this area.”

Previous to Cheskin, Ortiz was managing principal at Zyman Group, selling and guiding brand management, marketing, strategic planning and research, while leading the firm’s multicultural marketing practice. Prior to Zyman, Ortiz was president and founder of Grupo Mas, a boutique consultancy headquartered in Atlanta and specializing in business strategy development targeting the U.S. Hispanic market.

Over the course of his career, Ortiz has directed multicultural efforts for the $3 billion consumer products division of Georgia-Pacific, led a key new product initiative and managed the $1 billion natural cheese retail business for Kraft Foods. He also worked in the Corporate Strategy groups at Nestle USA and PepsiCo.

Ortiz will be based in Atlanta, GA and will be aligned closely with Cheskin’s New York Office.

About Cheskin Added Value

Cheskin Added Value is a consulting firm that guides innovation through its deep understanding of people, cultures and change. Grounded in research, design and business analysis, Cheskin helps companies identify new markets, develop new products and services, and enhance brand experience. Clients include leading global brands and many of the Fortune 500, from technology and finance to consumer goods and professional services.

With a diverse multicultural staff and global network, the Company is highly regarded for an ability to uncover the meaningful experiences that create competitive advantage in the U.S. and internationally. Cheskin is part of Added Value Group (www.added-value.com) — a global brand development and marketing insight company with 25 locations in 15 countries. Additional information at

According to a Greenfield Online/Mintel April 2008 report, ethnicity affects the type of glasses survey respondents wear. Of those surveyed half of whites, blacks and Hispanics use bifocals while most Asians use regular glasses. These findings can be explained in part by the higher average age of whites and blacks.”*

Suzuki Auto made a star appearance as the presenting sponsor of the New York International Latino Film Festival (NYILFF) opening night film “American Son,” featuring rising stars Nick Cannon, Melonie Diaz and Jay Hernandez. Suzuki’s sponsorship of the NYILFF, which runs from July 22 through 27, 2008 in New York City, is part of the carmaker’s ongoing effort to connect its brand and products with a wide range of Latinos — a segment that represents nearly 10 percent of Suzuki new vehicle sales.
(Photo: www.newscom.com/cgi-bin/prnh/20080723/LAW038)
As part of the festival’s opening night activities, Suzuki presented its first ever “Way of Life!” Award to Latina star on the rise Melonie Diaz. The award recognizes Diaz as a flourishing young Latina actress that embodies the authentic, bold and dynamic qualities of Suzuki’s “Way of Life!” brand philosophy. Included with the award, the automaker presented a $2,500 cash donation on Diaz’s behalf to the Manhattan-based Latin American Theatre Ensemble/El Porton del Barrio (LATE), a not-for-profit theater group responsible for the development of dramatic and literary talent from within the Hispanic-American community of New York City.
“The Suzuki brand is about confidently exploring the world and discovering one’s ability to live life to the fullest, and we’re glad we’ve found a like-minded partner in the New York International Latino Film Festival,” said Gene Brown, vice president of marketing for American Suzuki Automotive Operations. “Just as Suzuki is dedicated to providing fun and exciting products that reflect our customers’ ‘Way of Life’ attitude, the festival shares a similar commitment to providing exhilarating and culturally relevant entertainment for film fans.”
“I feel honored Suzuki has recognized me with the ‘Way of Life!’ Award and is supporting the Latin American Theatre Ensemble,” said actress Melonie Diaz. “It’s exciting to see companies like Suzuki Auto support not only a great film festival, but also organizations that help aspiring Latino talent.”
The NYILFF is one of the leading film festivals that focuses on the urban Latino experience and presents the work of the hottest emerging filmmakers from the U.S. and Latin America. This year’s festival includes screenings throughout the day and evening, industry panel discussions, music showcases and an exclusive partnership with Australia’s Hola Mexico Film Festival, all tailored to reach the diverse and generational Latino audience. Visit www.nylatinofilm.com for a complete festival schedule.
About Suzuki
The Brea, Calif.-based Automotive Operations of American Suzuki Motor Corporation was founded in 1985 by parent company Suzuki Motor Corporation (SMC) and currently markets its vehicles in the United States through a network of approximately 500 automotive dealerships in 49 states. Based in Hamamatsu, Japan, SMC is a diversified worldwide automobile, motorcycle and outboard motor manufacturer with sales of more than two million new automobiles annually. Founded in 1909 and incorporated in 1920, SMC has operations in 193 countries and regions. For more information, visit www.media.suzukiauto.com.
About the New York International Latino Film Festival (NYILFF)
Launched in 1999, the NYILFF is now the premier Urban Latino film event in the country. The NYILFF’s mission is to showcase the works of the hottest emerging Latino filmmaking talent in the U.S. and Latin America, offer expansive images of the Latino experience, and celebrate the diversity and spirit of the Latino community. Programming includes the flagship film festival in NYC, new music and art showcases, family and community events, scholarships for aspiring filmmakers, and a national short film competition in partnership with HBO. For more information, visit

Under Jim’s stewardship, two Spanish-language-programming firsts went on air: “Cocina Crisco,” the first branded cooking show, and “Hablando,” the first morning talk-show format rooted in product integration. Additionally, it was under his watch that P&G’s first bilingual (Spanish/English) packaging in the U.S. was developed. “*

PR efforts for Latin Music USA, a four-part TV series premiering in January 2009 from BBC and PBS affiliate WGBH-Boston, are underway with Edelman’s help. The effort targets the Hispanic community to build excitement for the series and to bring more Hispanic viewers to PBS, said Robin Santos, the account manager for national marcomms for WGBH-Boston.”*

MIAMI/SAN JUAN, July 22, 2008 – Consumer concerns over the ongoing increases in the price of oil are motivating automobile manufacturers to become more creative in marketing their products.  That’s the reason Toyota of Puerto Rico turned to Miami/San Juan-based Nobox Marketing Group; these past years the agency has been consistently producing award-winning interactive marketing campaigns for Toyota as well as other global blue chip accounts

Nobox’s solution for Toyota: “The Incredible Gas Saving Machine”.  The Spanish-language website (www.LaIncreibleMaquinadeAhorrarGasolina.com), launched last week, reinforces Toyota’s commitment to addressing the needs of those clients struggling to navigate the current economic volatility.  The website, which also seeks to develop greater environmental awareness, is an ingenious approach to helping consumers gain a better understanding of the many myths associated with gasoline consumption.

According to Maribel Bengoa, marketing manager for Toyota of Puerto Rico, “The website offers us a unique opportunity to connect with our consumers, in a fun and engaging way, to empower them with vital information about smart gasoline consumption in today’s economy.  Nobox’s novel approach will provide our customers with much needed clarification regarding numerous doubts and concerns commonly associated with this topic as well as allow them to compare fuel consumption on Toyota’s models with those of our competitors”.

“Our creative team has enjoyed journeying back in time to develop a 19th century-themed website where users take part in helping our tinkering inventor fix his great gas saving machine”, noted Nobox President Jayson Fittipaldi.  “In playing the game, Toyota’s clients embark on a fantastic adventure, intended to further educate them about the realities of gasoline usage and environmental impact”.

Nobox has been collaborating with the Toyota Group over the past eight years.  Their most recent project for Toyota of Puerto Rico was the creation of dedicated, stand-alone website for Scion (www.scion-pr.com).  Last fall, the agency also developed a micro-site for Lexus USA; the luxury automaker tapped Nobox to design an online component where tennis enthusiasts were able to easily access information on Lexus-sponsored events that took place during the 2007 USTA US Open, the iconic Grand Slam tournament held each year at Flushing Meadows.

About Nobox Marketing Group
Nobox Marketing Group is an interactive agency specializing in universal integrated marketing strategies.  The agency creates innovative campaigns that integrate a variety of effective marketing strategies that cut through the clutter and help industry leaders effectively communicate messages to audiences throughout the world.  Nobox clients include: Copa Airlines, Mozilla, Verizon Wireless, Toyota, Scion, Lexus and Banco Popular. The agency, which maintains offices in South Florida and Puerto Rico, is the recipient of numerous international design and marketing awards. For more information, visit www.nobox.com.

Marketers signed on as sponsors of tonight’s live broadcast of Univision’s “Premios Juventud” are aiming their brands and messaging squarely at young Hispanic consumers.”*

In a pair of unscripted TV spots breaking today (July 21), Toyota is challenging Hispanic consumers who have a need for speed and performance to test drive the 2009 Camry with a professional driver and rethink their preconceived notions.”*

Lopez Negrete Communications said today (July 18) that Joseph “Pepe” Machin and José López-Varela have joined the Hispanic ad agency as executive group account directors overseeing the strategic management of key clients.”*

2003-2008: Its been five and a half years since Portada was launched. Our team thanks readers and advertisers with a special issue celebrating Hispanic and Latin American Media and Advertising.”*