Hispanicize 2012

SESSION HASHTAGS:  #Hisp12 #BRK

MODERATOR:
Cynthia Corzo, Executive Editor, Hispanic Market Weekly

SPEAKERS:

• Sergio Alcocer, President, LatinWorks
• Diego Yurkievich, SVP Executive Creative Director, Alma DDB
• Luis Casamayor, President and Chief Creative Officer, República

SESSION OVERVIEW: 

Latin America has been a creative powerhouse for decades, feeding brands with great ideas for their global campaigns. Unfortunately, despite many industry efforts, the same level of creative work is not often found in the U.S. Hispanic marketplace.

The reasons for this gap are not related to talent in the U.S. but rather to other dynamics such as budget constraints, clients not wanting to take risks, Latino stereotypes and more.

In this panel discussion you’ll meet some of the most renowned creative directors in the Hispanic market discuss the challenges of selling great Hispanic ideas and how they are helping clients break on through to the other side to better, more compelling campaigns.

In this session you will learn:

• The hurdles affecting the development of breakthrough U.S. Hispanic creative work
• The gap between what clients want and the agency’s interests
• How agencies are supporting their case for stellar creative
• Examples of breakthrough creative work being done in the U.S. Hispanic market
• The importance of delivering great work to generate a better impact on your Latino consumer
• Effective tips to continue raising the bar