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LGBT Latinos: Why Smart Marketers Get It and Which Brands Are Doing it Best
    Tuesday April 10, 2012 9:00am - 10:00am @ Met 6 (3rd Floor) (J.W. Marriott Marquis Miami)



    - Gabriel Reyes, Principal, Reyes Entertainment


    - Monica Trasandes, Director of Spanish-Language Media, GLAAD

    - Brian Pacheco, Spanish-Language Media Strategist, GLAAD

    George Carrancho, Manager of Diversity Markets, AmericanAirlines


    Studies and polls show that Latino support for LGBT issues and people is growing. This is, in part, because many Latinos know LGBT people who are family, friends or co-workers. The LGBT movement among Latinos in both the U.S. and worldwide is also growing—in the US and Latin America, people are coming out and speaking out in media. Smart marketers have noticed: LAN Chile in 2010 was a supporter of the Pride March in San Francisco. American Express, IBM, Levi Strauss, Delta and many other corporations now advertise in LGBT media in the U.S. and internationally. This session will focus on trends in LGBT support and how to successfully communicate with these media consumers.


    In this session you will learn:

    ·         What studies and polls say about Latinos’ attitudes toward LGBT people and issues

    ·         What is happening in key LGBT movements in Latin America

    ·         How media portrayals have evolved along with public opinion

    ·         How social media platforms like Facebook and Twitter are connecting people and creating activist communities online.

    ·         What brands are targeting LGBT consumers and which stand out.


    President, Reyes Entertainment

    Type Advertising, PR


From Tech Laggards to Leaders: The Latino Digital Divide Revisted
    Tuesday April 10, 2012 10:00am - 11:00am @ Met 7 (3rd Floor) (J.W. Marriott Marquis Miami)



    Cynthia Corzo, Executive Editor, Hispanic Market Weekly


    • Gustavo Razzetti, Chief Strategy & Engagement Officer, Grupo Gallegos
    • Jose Marquez, Executive Director of the Latinos In Sciences Technology Association (LISTA) and member of the FCC’s Advisory Committee for Diversity for Communications
    • Borja Perez, VP of Digital & Social Media, Telemundo


    Not so long ago, research companies were talking about the “Digital Divide” between General Market and Latino consumers. Recent research has shown how this phenomenon is changing: Hispanics are moving from Tech Laggards to Tech Leaders. Hispanics are adopting new technologies –including Social Media and Mobile — at a faster speed than other segments.

    With a smartphone penetration of over 45%, Latinos are leading the mobile web trend (Google predicts that by 2013 most of web access will come from mobile devices).  The same is at play with social media: Latinos are spending more time, growing at a faster pace and playing a more active role by creating content and using social media tools as a way of influencing their peers. Hear three experts discuss the new face of Latinos online and how companies can benefit from this new reality.

    In this session you will learn:

    • Why the old Digital Divide is almost fully a thing of the past for Latinos
    • The new digital reality of Latino consumers
    • Opportunities for marketers
    • How Latinos are leading the mobile web and social media revolution
    • Examples and case studies
    • Best practices in maximizing technology to target online Latinos

    Type Advertising


Is Your Brand Ready to Engage Latinos Online?
    Tuesday April 10, 2012 12:30pm - 1:30pm @ Met 5 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Ready


    Karla Fernandez Parker, CEO, K. Fernandez & Associates


    - Wally Sabria, Senior Vice President - Social Media, The Axis Agency
    - Laura Spencer, Social Media Manager, Disney Destinations 
    - Manny Santos, Director, MultiVu Latino 

    Is Your Brand Ready to Engage Latinos online? When deciding the best approach to start a social media strategy aimed at the Latino audience, taking the first steps can be the most difficult. Determining the nature of the conversations and the platform to use are just two areas to consider. How to get started? How to make the most of your engagement? Some of the nation’s leading brands will share how they developed their social media strategies and platforms to engage Hispanics online.

    In this session you will learn:
    * How to establish the right framework for social media interaction
    * Making your brand be relevant
    * Creating a sustainable approach to social media
    * Brands who get it right

    Type Advertising



The U.S. Census 2012 Update: An In-Depth Look at the Latest Numbers and Their Implications (Sponsored by Offerwise)
    Wednesday April 11, 2012 8:40am - 10:00am @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Cens


    Rob Dolafi, Chief Operations Officer, Offerwise


    Raul Cisneros, Chief Information Officer, U.S. Census Bureau 


    Last year the 2010 U.S. Census results brought dramatic news of America’s demographic shift with population numbers and trends about Latinos that exceeded even the most optimistic projects about the Hispanic population.

    A year after the results, you’ll hear the latest, most in-depth breakdown of the numbers from some of the nation’s top demographic minds at the U.S. Census.

    In this session you will learn:

    • An in-depth 2012 update from the U.S. Census Bureau
    • The new face of Latino consumers
    • A comprehensive analysis of the what the results say about U.S. born versus foreign born Latinos
    • The new identity of Latino consumers
    • Latino DMAs: how Hispanics are becoming the majority in specific States/ Cities
    • Latinization of America: how Hispanic culture is impacting non-traditional DMAs


    Type Advertising


Why Not Do It For Real?: Reality Advertising and the Latino Consumer
    Wednesday April 11, 2012 10:30am - 11:30am @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)


    Joe Ramirez, MARCA

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


    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.


    Type Advertising


Break On Through to the Latino Side: Selling Breakthrough Latino Creative
    Wednesday April 11, 2012 12:45pm - 1:40pm @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)


    Cynthia Corzo,
    Executive Editor, Hispanic Market Weekly


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


    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


    Type Advertising


The Power of Musica: An Inside Look at BlackBerry’s Innovative Q’Viva Platform and What We Can Learn About Effectively Marketing to Latinos through Music
    Wednesday April 11, 2012 1:45pm - 2:45pm @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #power


    - David Anon, BlackBerry
    - Leila Cobo, Executive Editor for Latin Content and Programming, Billboard Latin Music

    BlackBerry’s “¡Q’VIVA! THE CHOSEN”  is the name of a hit Univision network show starring Jennifer Lopez, Marc Anthony and Jamie King as they conduct a transcontinental exploration for the most amazing artists throughout Latin America.  The show was filmed in three languages (Spanish, English and Portuguese) and has been a solid hit on Univision, even generating 55 million impressions on Twitter when it debut.

    In this session you will get an inside look at the multi-disciplinary Hispanic marketing story behind this platform.  Our distinguished panelists will help you discover how different platforms across advertising, marketing, PR and social media have come together to propel this unique program to strong success and you’ll learn how music, properly leveraged, can become one of the most universally powerful ways to market to Latinos here and abroad.


    Type Advertising


For the Brand’s Greater Good: Best Practices for Productive and Positive Agency Collaboration
    Wednesday April 11, 2012 3:15pm - 4:15pm @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Best

    - Michael Olguin
    , CEO, Formulatin


    - Greg Knipp, CEO, Dieste

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

    Mauricio Figueras, CEO, IMS


    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


    Type Advertising



Google 2012 Hispanic Update with Mark Lopez


Mami Dearest: Why Latina Moms Rock the Hispanic Market and How to Successfully Engage Them (Sponsored by Latina Mom Bloggers)
    Thursday April 12, 2012 10:30am - 11:25am @ Junior Ballroom B & C (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Mami


     Lorraine Ladish, Managing Editor of Mujer, VOXXI

    - Merarys Ríos-Vargas, Statistician Demographer - Ethnicity and Ancestry Branch, U.S. Census Bureau 
    Rene Alegria, CEO, Mamiverse

    When it comes to the $1.4 trillion Hispanic market, Latina moms rule the roost.  In a culture rooted on maternalism, Latina moms rock the grocery store aisles, retail businesses, beauty salons and pharmacies, conducting more than 80% of all purchases made in their households.
    In this incredible panel, you'll discover the latest stats and strategic insights about how to best target today's acculturated and unculturated Latina moms.
    In this session you will learn:

    • The latest Census figures about Hispanic moms
    • The nuances of targeting unacculturated Latina moms
    • Insights from a brand new Mamiverse research study about acculturated online moms
    • What top brands are doing across multiple media platforms to successfully engage Latina moms
    • The top Do's and Don'ts about marketing to Latina moms


    Type Advertising


Digital Éxito 3.0: Great Digital Case Studies from the Hispanic Portals
    Thursday April 12, 2012 12:45pm - 1:40pm @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12 #Digt


    Bill Gato, Editorial Director, Hispanicize.com


    - Chiqui Cartagena, VP Corporate Marketing, Univision
    - Luis Romero,
    Vice President of Digital Sales, Telemundo
    - Liz Sarachek Blacker, Chief Revenue Officer, Terra Networks USA


    To keep pace with rapidly evolving Latino consumer behaviors and the fast growing age of social media, major Hispanic portals like Univision.com, Terra and Yahoo en español have been forced to rethink and adapt.

    In this session you’ll hear how the Hispanic portals are overhauling their online offerings for 3.0 success.  You hear from several leading Latino media professionals as they share some of their best case studies and best practices to target online Latinos.

    In this session you will learn:

    • Trends impacting the digital media industry
    • How media portals are adapting to new consumer realities
    • Best practices and case studies from work the portals are doing with major brands
    • How to most effectively combine digital with social media to target Latino consumers


    Type Advertising


Marketing to New Generation Latinos: The Biggest Demographic of Hispanic Consumers
    Thursday April 12, 2012 1:45pm - 2:45pm @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)


    Al Quintana, CEO, The Digital Raindance


    Javier Farfan, Director of Cultural Branding, Pepsico 

    Gustavo Razzetti, Chief Strategy & Engagement Officer, Grupo Gallegos

    David A. Chitel, Founder & Chairman, NGLC (New Generation Latino Consortium)

    Approximately 62% of all U.S Hispanics are U.S. born, which means they are born into a mindset of duality and a reality of English, Español, Spanglish and all of the above that is both diverse and challenging for marketers. While the Hispanic marketing industry debates how this fast-growing segment of Latinos is to be engaged major Hispanic brands like Pepsico and organization like the New Generation Latino Consortium are helping set the tone for how to best connect with this segment.

    In this session, you will learn:

    • Key facts and figures about the growing power of NGLs?
    • Insights from Pepsico's Brisk brand case study
    • How marketing to NGLs is both about language and about culture
    • The media and technology platforms NGLs prefer
    • The implications of NGLs for Spanish-language media
    • How social media is playing a factor in marketing to NGLs


    Type Advertising


Reaching for Relevance: The Future of Multicultural Agencies
    Thursday April 12, 2012 3:10pm - 4:10pm @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Multi


    • Cynthia Corzo, Executive Editor, Hispanic Market Weekly


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


    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?


    Type Advertising



Overcoming the Mariachi Band Syndrome: How Young Creatives are Moving Boldly Beyond Latino Stereotypes
    Friday April 13, 2012 10:00am - 11:00am @ Met 4 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Strtyp

    - Juan Oubiña, Group Creative Director GrupoGallegos

    - Paco Olavarrieta, Chief Content Curator, Dieste


    Let’s call it the Mariachi Band Syndrome: The assumption by many creative directors that all U.S. Hispanics are Mexican and listen to Mariachi music. Young Latino talent has helped evolve Hispanic advertising beyond stereotypes by creating breakthrough work.

    In this panel, a group of renowned creative directors will discuss their approach to developing breakthrough work and how they are fighting Latino stereotypes. More importantly, they will share and discuss powerful examples and case studies.

    In this session you will learn:

    • How Latino advertising is moving beyond traditional stereotypes
    • The new face of Hispanic advertising
    • Experience the greatest work within the industry
    • What’s working and what’s not?
    • Controversy: different approaches and styles


    Type Advertising


CASE STUDY: Get to a Better State (State Farm Case Study)
    Friday April 13, 2012 11:00am - 12:15pm @ Met 4 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #SFarm

    State Farm has been marketing to US Hispanics since 1997 and Alma has been their Hispanic advertising and marketing partner since the beginning. Together they’ve seen the Latino market expand and become increasingly diversified, competitors become more aggressive, media evolve, and State Farm’s advertising campaigns transition based on consumer needs and insights.  Yet, State Farm’s mission and values as a company have remained unchanged as has their commitment to the Hispanic Market.  This case study will focus on their most recent campaign “Get to a Better State” and how it’s been activated beyond just traditional advertising.


    * Diego Yurkievich, SVP Executive Creative Director, ALMA 
    * Madeline Perez-Velez, Group Business Director, ALMA
    * Luz Ma. Vélez, Associate Digital Director, ALMA
    * Kelly Thul, CPCU State Farm – Director, State Farm Sales and Marketing Department


    Type Advertising


Fútbol Marketing in 2012: Tapping into the Power of Soccer to Engage Latinos
    Friday April 13, 2012 3:30pm - 4:30pm @ Gallery 1 (4th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Ftbl


    Eric Diaz, Principal, DK Web Consulting and Social Media Spanish

    - Fernando Fiore, host of the Univision’s sports show ‘Republica Deportiva’

    - Hector Galvan, Sprint

    - Francisco Terreros, Director of Multicultural Business Development, Columbus Crew of Major League Soccer

    - Michael Olguin, Founder, Formula PR

    Fútbol is without doubt the world’s number one sport and one of the most popular vehicles brands consistently use to reach Latino consumers in the U.S. today.

    Using case studies from brands and professional soccer, a distinguished panel of soccer marketers, brands and media personalities will give you the ultimate insights on how soccer can be most effectively used today to reach U.S. Hispanic soccer fans.

    In this session you will learn:

    - Best practices in communicating with the Hispanic soccer audience

    - How soccer can help companies reach this segmented audience

    - How to effectively engage fans for brands through social media outlets

    - Case studies from experts in the industry on how to develop engagement and loyalty with Hispanic soccer fans

    - An inside look at how one Major League Soccer team uses Hispanic marketing to target their fans

    - Marketing strategies to look for at the upcoming World Cup 2014 in Brazil


    Type Advertising


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