Hispanicize 2012

SESSION HASHTAGS:  #Hispz12  #Multi

MODERATOR:

• Cynthia Corzo, Executive Editor, Hispanic Market Weekly

SPEAKERS: 

• Luis Caballero, Director of Marketing, RadioShack
• Luis Miguel Messianu, President/CCO, Alma 
• Greg Knipp, CEO, Dieste
• Jorge Ortega, Managing Partner, Newlink Americas

SESSION OVERVIEW:

In recent years one of the hottest industry topics is the intensifying competition between traditionally Hispanic and/or multicultural agencies and general market peers who in recent years have built strong Hispanic market capabilities.   As the the population continues to shift even more Hispanic, the stakes are getting larger because more and more marketers are aggressively investing dollars to engage, and win over, this new face of America.

In this complex marketplace the questions need to be asked:  What is to become of the Hispanic/multicultural agencies and is the marketplace big enough to sustain all the players vying for the Hispanic brand dollars?

In this session you will learn:

• The changing dynamics of the Hispanic marketplace and its impact on marketing
• How ad agencies are adapting to service Hispanic marketing needs
• Will Hispanic agencies continue to lead Hispanic initiatives?
• How are General Market agencies adapting their services and capabilities to offer Hispanic services to their clients?
• Is there a role for a blended approach?
• Will multicultural agencies disappear? Do they need to transform into new entities?