Hispanicize 2012

SESSION HASHTAGS:  #Hispz12  #4REAL

MODERATOR:
Joe Ramirez, MARCA

SPEAKERS:
- Brad Saylor, Director of Advertising, H&R Block
- Stacy Pagán, Management Supervisor, MARCA

SESSION OVERVIEW:

This session provides a glimpse into H&R Block and how documentary-style advertising has helped increase business for the second year in a row.  By aligning general market and Latino strategies to create one strong brand message, H&R Block has won the hearts and wallets of Latino consumers in the United States and Puerto Rico.

Presenter will share strategies for creating documentary style advertising. From working with a top Latino documentary filmmaker to identifying Latino consumers to share their life stories, H&R Block demonstrates its products and services through a real, authentic lens.

Finally, presenter will share creative executions in an entertaining manner with the goal of bringing one of its actual consumers who participated in the filming to meet the audience and share her experience of having her taxes reviewed by H&R Block on film.