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Filter: Junior Ballroom A (5th Floor)


Latino Writers - Universal Stories for Mass Audiences
    Wednesday April 11, 2012 8:40am - 10:00am @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)



    Bel Hernandez, CEO Latin Heat Media


    Ligiah Villalobos, Writer (Firelight for ABC, La Misma Luna)

    Carlos Bermudez, (Miracle of Spanish Harlem)

     Writing Latino stories for Latino audience is one thing. Writing Latino stories for the entire a universal audience is essential.  Join us as we talk to some of the most successful screenwriters in this arena. Learn what it takes to tell a story that will engage the world.



    Type Film


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


Film Festivals: Beyond the Film Screening
    Wednesday April 11, 2012 1:45pm - 2:45pm @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz #Bynd


     Isabella Wall, Calif. Rep Ministry of Tourism Dominican Republic


    Calixto Chinchilla, Founder, Co-Director NY Latino International Film Festival

    Omar de la Cruz, Director, Dominican Republic Global Film Festival 

    Jaie La Plante, Executive Director, Miami International Film Festival 

    Film festivals are going beyond their annual screening event, some taking their top films on the road.  Still other festivals create year-round screenings for independent filmmakers, sometimes presenting special theatrical premiere screenings.  Festivals like SXSW, Sundance and Tribeca are testing the waters in this direction.  Some of the top film festivals directors in the country discuss the evolving role of the film festival. Find out how to increase your film’s chances for selection; promote your film once accepted; how to get distributors to your screening; and working with the festivals for added distribution and much more.


    Type Film


PR CASE STUDY: The Award-winning ‘Suave Professionals Desfilando Contigo’ Campaign
    Wednesday April 11, 2012 3:15pm - 4:15pm @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #suave

    - Sabrina Macias, Edelman, Vice President.
    - Julie Mendez, Edelman, Senior Account Supervisor

    Unilever’s beauty brand Suave® won this year’s Hispanic Public Relations Association’s PRemio Award for Fashion and Beauty with an amazing campaign that helped Latinas look and feel as red-carpet-ready as the stars they emulate every day.  The “Suave Professionals® Desfilando Contigo,” which literally means “Suave Professionals®, Parading with You” in English, was built on the premise that Latinas do not walk, but rather have a uniquely confident strut.

    As such, Suave Professionals® paraded with them during each of their red carpet moments by offering ways to reproduce celebrity hairstyles in a more attainable, accessible and achievable manner. The campaign ultimately resulted in successful media coverage, increased consumer engagement, improved sales, and heightened recognition as a salon-proven brand among Latinas.

    The campaign spearheaded by Edelman allowed Suave Professionals® to reach Latinas in a meaningful way, allowing them to “rethink Suave” as a brand that truly indulges their red carpet desires into their everyday realities.

    In this session you will learn:

    • The objectives of this campaign
    • The research/planning that was conducted for this campaign
    • The strategy, execution and evaluation of success for this campaign


    Type PR



Red Carpet Rumba: Latino Entertainment Bloggers and Media Discuss How to Score Coverage in their Platforms
    Thursday April 12, 2012 12:45pm - 1:40pm @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Rumba

    MODERATOR:  Bel Hernandez, Founder, Latin Heat Media


    • Rosy Cordero, AccidentalSexiness.com
    • Teresa Garza, Actress and Blogger, ChecaLAMovie.net
    • Gabriela Natale President, SuperLatina Inc.
    • Lynn Ponder, WebCityGirls


    Latino entertainment bloggers love to roll with the Red Carpet and who can blame them?  When it all comes down to it’s cool to be recognized as an influencer that is often feted by the $50 billion global entertainment industry.

    In this panel you will meet some of the emerging Latino entertainment platforms and bloggers that are enjoying the most recognition and influence as celebrity experts, studio insiders, film reviewers and more. How are they leveraging their influence over studios and directors for brand sponsorships?  How are they growing their audiences? And how are brands and publicity-hungry indie filmmakers finding and courting these bloggers?

    In this session you will learn:

    • Who are some of the most influential Latino entertainment and celebrity bloggers
    • Why brands are focusing on Latino entertainment bloggers to build long-term brand loyalty
    • How entertainment bloggers engage and grow their audiences
    • How Latino indie filmmakers are pursuing these entertainment bloggers for reviews and how to best go about that
    • The challenges Latino bloggers face in covering the Latino entertainment and celebrity worlds
    • How Latino entertainment bloggers leverage their influence for brand partnerships
    • The types of sponsorships and messages that are best suited for entertainment bloggers


    Type Blogging


Location, Location, Location…And Incentives
    Thursday April 12, 2012 1:45pm - 2:45pm @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    CONFERENCE HASHTAGS:  #Hispz12  #Lctn

    The beauty of location shooting isn’t always about the scenery.  For filmmakers it’s more about the tax incentives and help with location scouting and pre-production that is more attractive.  Representatives of Film Commissions from several prime film friendly states and countries will give you the scoop on how much money they can save your production and how they can find you the best location for your film in addition to tax incentives and reimbursements.  

    Mr. Ellis Perez, Dominican Republic Film Commissioner

    Sandy Lighterman, Film & Entertainment Industries Liaison

    Moderator:  Piedad Palacios, Producer



    Type Film


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



In The World Of Spill.Com
    Friday April 13, 2012 10:00am - 11:00am @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Spill

    In a social media world where people are left to find ways to communicate outside of the traditional blog or website, spill.com has managed to cultivate its own social network. http://www.spill.com

    Come meet:

    Korey Colman,

    Tony Guerrero (aka Co-Host 3000)

    Martin Thomas (Leon)

    Chris Cox (AKA Cyrus)

    for what will certainly be one of the most entertaining and humorous experience you will have at Hispanicize 2012.

    Moderator:  Edwin Pagan, Founder/Editor-in-Chief latinhorror.com

    Type Film


A Model for Hispanic CSR Initiatives: McDonald’s 27-Year Legacy of Serving Hispanic Students
    Friday April 13, 2012 1:30pm - 2:30pm @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)



    Cristina Alfaro, Manager, US Communications, McDonald’s
    Jennifer Gonzalez-Stansfield, Vice President, VPE Public Relations

    This session will present a case-study on McDonald’s award-winning Hispanic Education Initiative that has been recognized by the Hispanic Public Relations Association (HPRA), the Public Relations Society of America (PRSA), PR Week and others as a model of corporate social responsibility.  Established in 1985, the initiative has positioned McDonald’s as a corporate leader in Hispanic education and has helped solidify relationships with Hispanic consumers.

    The session will explore the steps McDonald’s has taken to keep the program fresh and vital after 27 years by utilizing public relations, marketing and social media strategies and partnering with Hispanic non-profit organizations.

    In this session you will learn:

    - How the McDonald’s education initiative has grown from a small local scholarship program to a comprehensive national initiative
    - How McDonald’s has successfully worked with Hispanic non-profit organizations
    - How the program is integrated into all the company’s Hispanic outreach programs
    - How the initiative marshalls the resources of the company’s Communications, Marketing and Charitable departments towards a common goal
    - How McDonald’s measures success for the program


    Type PR


Collaborations: The Director/Producer Dynamic
    Friday April 13, 2012 3:15pm - 4:45pm @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #DPro


    - Piedad Palacios, Producer/Consultant/Miami Dade Chair, Film & Entertainment Advisory Board


    - Elizabeth Avellan, Producer, (Machete, Spy Kids, Sin City, From Dusk Til Dawn, El Mariachi)

    - Jessy Terrero,
    Director (Freelancers, Soul Plane)

    - Adam Schlachter, Director (Hollywood Whores)

    - Anu Gunn, Producer (Hollywood Whores)

    The creative collaboration of the producer and director on a film or television project is a unique relationship between strong willed personalities that often does not play by the rules. So how does the collaboration work so as to achieve a common creative goal? This panel explores the truth about the good, the bad and the ugly of the art of the creative collaboration between the director and the producer and offers some common sense solutions to navigating the waters without losing your mind or creative self.

    Type Film


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