SESSION HASHTAG: #HISPZ12 #LGBT
MODERATOR:
- Gabriel Reyes, Principal, Reyes Entertainment
SPEAKERS:
- Monica Trasandes, Director of Spanish-Language Media, GLAAD
- Brian Pacheco, Spanish-Language Media Strategist, GLAAD
- George Carrancho, Manager of Diversity Markets, AmericanAirlines
SESSION OVERVIEW:
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.
SESSION HASHTAGS: #Hispz12 #LDD
MODERATOR:
Cynthia Corzo, Executive Editor, Hispanic Market Weekly
SPEAKERS:
SESSION OVERVIEW:
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:
SESSION HASHTAGS: #Hispz12 #Ready
MODERATOR
Karla Fernandez Parker, CEO, K. Fernandez & Associates
SPEAKERS
- 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
SESSION HASHTAGS: #Hispz12 #Cens
MODERATOR:
Rob Dolafi, Chief Operations Officer, Offerwise
SPEAKERS:
Raul Cisneros, Chief Information Officer, U.S. Census Bureau
SESSION OVERVIEW:
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:
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.
SESSION HASHTAGS: #Hisp12 #BRK
MODERATOR:
Cynthia Corzo, Executive Editor, Hispanic Market Weekly
SPEAKERS:
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:
SESSION HASHTAGS: #Hispz12 #power
SPEAKERS:
- 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.
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:
SESSION HASHTAGS: #Hispz12 #Mark
Google is betting big on Hispanic and Mark Lopez is coming to share how what Google is doing to Hispanicize its business across its vast business platforms.
SESSION HASHTAGS: #Hispz12 #Mami
MODERATOR:
- Lorraine Ladish, Managing Editor of Mujer, VOXXI
SPEAKER
- 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:
SESSION HASHTAGS: #Hispz12 #Digt
MODERATOR:
Bill Gato, Editorial Director, Hispanicize.com
SPEAKERS:
- Chiqui Cartagena, VP Corporate Marketing, Univision
- Luis Romero, Vice President of Digital Sales, Telemundo
- Liz Sarachek Blacker, Chief Revenue Officer, Terra Networks USA
SESSION OVERVIEW:
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:
MODERATOR:
Al Quintana, CEO, The Digital Raindance
SPEAKERS:
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:
SESSION HASHTAGS: #Hispz12 #Multi
MODERATOR:
SPEAKERS:
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:
SESSION HASHTAGS: #Hispz12 #Strtyp
SPEAKERS:
- Juan Oubiña, Group Creative Director GrupoGallegos
- Paco Olavarrieta, Chief Content Curator, Dieste
SESSION OVERVIEW:
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:
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.
Panelists:
* 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
SESSION HASHTAGS: #Hispz12 #Ftbl
MODERATOR:
Eric Diaz, Principal, DK Web Consulting and Social Media Spanish
SPEAKERS:
- 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
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Yolanda Machado
Jewel Figueras
Lamar Tyler
Manny Ruiz
Amber Ortega
Emilio Estefan
The Rev. Canon Anthony Guillén
Michelle Morgante
Katherine Johnson-Gunn
Ezzy G. Languzzi
NICOLE TORRES
Eva Smith
JennyLee Molina
Melanie Mendez-Gonzales
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