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For advertisers today, embedding a multicultural perspective into their marketing efforts is not a choice, it’s a necessity.  Brands that lead with multicultural insights and an inclusive strategic approach reap the highest ROI.

Key Takeaways

  • 57 million Hispanics in USA and growing; 85% of that population are online—hence, the importance of in-language content – Mia Phillips
  • Multicultural shoppers consume mobile content at a higher rate than the general population, so mobile-friendly content is key – Fernanda de Lima Alcantara
  • Hispanics have always been on the leading edge of adopting new platforms and technologies – Adriana Waterson
  • Diversity in the workforce is needed; all marketing staff should to be well-informed on multicultural marketing – Gilbert Davila
  • Longevity and consistency leads to credibility – Gina Jorge
  • Authentic relationships with the consumer results in more authentic data – Amir Hemmat
  • In order to sustain a marketplace change, it must be done through the workplace – Jeffrey Bowman

Event Content

Opening Remarks
Jed Meyer – EVP, Corporate Research, Univision Communications Inc.; Chairman of the Board of Directors, The ARF
Bill Duggan – Group EVP, ANA
Manuel Garcia-Garcia, Ph.D. – SVP, Research & Innovation, The ARF
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Having Fun with Retargeting
Mia Phillips – National Manager Multicultural & Brand Strategy, Toyota Motor Sales, USA, Inc.
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(video will play at the beginning of this presentation)


Mobile: Multicultural Audience Shakes Up Shopper Journey
Christian Martinez – Head of US Multicultural Sales, Facebook
Fernanda de Lima Alcantara – Researcher Consumer Insights, Facebook.
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(video will play at the beginning of this presentation)


Innovation through Strategic Insights: From Habit to Choice, How Telemundo Unlocked the Changing Hispanic Media Landscape
Adriana Waterston – SVP, Insights & Strategy, Horowitz Research
Latha Sarathy – VP, Multiplatform Insights & Development, NBCU-Telemundo Enterprises
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(video will play at the beginning of this presentation)


Update on Advancement of Multicultural Marketing
Gilbert Davila – Co-President, Davila Multicultural Insights (DMI)
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(video will play at the beginning of this presentation)


Fueling Bottom-Line Growth Through Multicultural Marketing
Gina Jorge – Head of Multicultural Marketing, Honda
Interview by Jake Beniflah – Executive Director, The Center for Multicultural Science

(video will play at the beginning of this presentation)


ROI of Total Market vs.Targeted Market Media Spend
Ana Crandell – Media Director, OMD Latino
Lisa Torres – President -Multicultural Practice, Publicis Media
Robert Reyes – Director of Analytics Consumer and MarketPlace Insights, Nestle
Courtney Jones – VP, Multicultural Growth & Strategy, Nielsen
Moderated by Chris Bacon – EVP, Research and Innovation, The ARF

(video will play at the beginning of this presentation)


An Experience Driven Approach to Multicultural Marketing
Marcello Garritano – Regional Director of Latin America, MESH Experience
Amir Hemmat – Co-Founder and CEO, URWelcome Technologies
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(video will play at the beginning of this presentation)


Diversifying Your People Investment
Daisy Auger-Dominguez – Director, Global Diversity and Inclusion Strategy, Alphabet at Google
Interview by Jeffrey Bowman – CEO, REFRAME: THE BRAND

(video will play at the beginning of this presentation)


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Featured Speakers


Cocktail Reception


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