Hispanicize 2012

SESSION HASHTAGS:  #Hispz12  #Best

MODERATOR
- Michael Olguin, CEO, Formulatin

SPEAKERS:

- Greg Knipp, CEO, Dieste

- David Anon, Sr. Director of Marketing for Latin America, BlackBerry

- Mauricio Figueras, CEO, IMS

SESSION OVERVIEW:

In an age of intense competition for advertising accounts, Hispanic brands are increasingly demanding more collaboration between their General Market and Hispanic agencies.

That’s often easier said than done because on the General Market, brands typically work with multiple agencies based on specialization (branding, direct response, digital, PR, Social Media, etc…) whereas in the Hispanic market, a single Hispanic AOR often provides services across all the specialties and pillars.

In this complex scenario, collaborative account structures can often lead to unintentional conflicts between agencies.  In this session a top panel of brand and agency leaders will show you how to create collaborative agency teams for the greater good of serving the brands.

In this session you will learn:

• The challenges that agencies and clients face in a more complex marketplace
• The gap between what clients want and an agency’s best interests
• The hurdles that both agencies and clients need to overcome
• Finding the right model: lead agency versus collaboration
• The role that General Market agencies can play within Hispanic marketing