Connecting With Hispanic Markets

The fastest growing demographic in the US is growing even faster in California!

Whether you’re a B2B or B2C marketer at a start-up or international brand, the potential of the Hispanic market can mean massive growth opportunities for you! From San Diego to the US to Mexico and all of Latin America, successful marketers need to understand this fast-growing demographic, its unique market segments, and how to develop a bullet-proof marketing strategy that employs relevant messaging and the right channels to succeed in reaching this dynamic market.

Gain Practical, Futuristic Insights

Through networking, keynote and panel discussions, you’ll learn how expert brands successfully reach this audience. Speakers will share their personal experiences, case studies, practical how-to tips, and challenges they’ve faced when marketing to, responding to, and measuring this audience. The half-day summit features:

  • Keynote Session: Overview of Hispanic marketing—past, present and future—and tips for planning a successful campaign
  • Media Panel: Key sources and channels of growth to accommodate a variety of company sizes and budgets, plus tips for measuring ROI
  • Technology Panel: How Hispanics and Latinos use technology differently in their day-to-day lives—and what this means for marketers
  • Intimate Discussion Group: Stick around for an interactive ideation, problem-solving, and networking luncheon with like-minded marketers (optional, lunch not included)

 

Who Should Attend:

  • Mid to senior-level marketers across all industries including Fortune 1000 firms, small businesses, and agencies
  • B2C marketers who need to effectively target Hispanic marketing segments
  • B2B firms who need to understand the importance of inclusion in their marketing plans

What You’ll Gain:

  • Grasp the importance and relevance of the Hispanic market and what’s evolving
  • Understand the role millennials play and the difference in usage of mobile technologies
  • Gain a deep understanding into the Hispanic and Latino market demographics
  • Learn how to develop successful messaging for different segments
  • Network with other powerhouse marketing professionals and share insights

 

 

Time Topic Speakers
7:30-8:15 AM Registration, Networking & Breakfast
8:15-8:30 AM Welcome and Introductions David Palmer, President, San Diego AMA
8:30-9:15 AM Keynote Session: Overview of Hispanic marketing—past, present and future—and tips for planning a successful campaign Andres Sullivan, Independent Marketing & Advertising Consultant
9:15-10:15 AM Media Panel: Key sources and channels of growth to accommodate a variety of company sizes and budgets, plus tips for measuring ROI Moderator: Dr. Mary Beth McCabe, Associate Professor & Lead Faculty Marketing, National UniversityPanelists:

  • Kelsey Price, Account Executive Multicultural Markets, Google
  • Jude Trapp, Multicultural Account Director, Pandora
  • Martha de la Torre, CEO, El Clasificado
  • Sarah Hasson, SVP Strategy & Insights, Univision
  • Santiago Ogradon, Televisa
10:15-10:30 AM Networking Break
10:30-11:30 AM Technology Panel: How Hispanics and Latinos use technology differently in their day-to-day lives—and what this means for marketers Moderator: Lee Vann, CEO, Captura GroupPanelists:

  • Kelsey Price, Account Executive Multicultural Markets, Google
  • Sergio Langarica, International Trade Director, Sony
  • David Burgos, SVP & Head of Cultural Strategy, TNS
11:30-11:35 Wrap-up
11:45-1:00 Hispanic Marketing SIG (Special Interest Group): Interactive ideation, problem-solving, and networking luncheon with like-minded marketers (optional) Open to all attendees (no-host lunch)

KEYNOTE

ANDRES SULLIVAN, MULTICULTURAL CREATIVE DIRECTOR Andres Sullivan - headshot
Keynote speaker Andres Sullivan is one of the most experienced Spanish-language Creative Directors in the country, having developed multimedia campaigns in his native Mexico, Central and South America, the Caribbean and the US for over 30 years.  Andres will provide some historical context of Hispanic marketing and share anecdotes and lessons learned from the myriad of Hispanic campaigns he has developed for fortune 500 brands including American express, Disney, Ford, Procter & Gamble, Sprint, J&J, Levi’s and Sears.

Based on the book he co-authored with Nick Mendoza, When did the Mexicans come out of the Closet?, which addresses crafting the correct message for a Hispanic Campaign, Andres will offer an overview of the history of Hispanic marketing form the sixties to the present, and will share case histories and amusing personal anecdotes on the steps involved in developing a campaign, from research through ROI.

 

JUDE TRAPP, MULTICULTURAL ACCOUNT DIRECTOR  PANDORA

Jude joined PJude Trappandora in early 2013 to  build-out and lead the first dedicated  Multicultural Sales efforts in the  Western Region. He’s responsible for  growing Pandora’s footprint with key  multicultural agencies/clients alike. His  responsibilities also include assisting in the hiring/development of the Multicultural sales team personnel at the Local and National levels. Jude has two decades of Hispanic marketing experience in Los Angeles and Miami having held VP/Client Development and VP/National Spot sales positions at Univision and National Sales Manager, Local Sales Manager, and National Spot Sales positions at Telemundo. The majority of his early career was spent in Network/Local Television, with cross-platform (TV-Radio-Digital) and strategic client partnership expertise dominating the latter years. Jude is based in Los Angeles and obtained a Bachelor’s degree in International Business-Latin America from San Diego State University.

 

MODERATOR OF TECHNOLOGY PANEL

LEE VANN, FOUNDER OF CAPTURA GROUP

Lee Vann

Combining his passion for the Internet and the Hispanic market, Lee founded Captura Group in 2001 to help clients reach online Hispanics in ways that make sense.  He has led the agency on the cutting edge of digital and content marketing for over a decade, providing solutions for top-tier clients in a variety of sectors.

Lee has played a critical role in creating and shaping the Hispanic online marketing industry.  He is a contributor to Media Post’s Engage Hispanics blog, wrote the chapter on Hispanic digital marketing in M. Isabel Valdés newest book, Win! The Hispanic Market and is a frequent speaker at Hispanic and digital marketing conferences.  He was named a Hispanic Interactive Advertising Pioneer by the Interactive Advertising Bureau.

Prior to founding Captura Group, Lee launched and served as VP of L90 Latino, the Hispanic division of the publicly traded Internet advertising company L90. Earlier in his career, Lee was Country Manager for Quidel Corporation, a US-based medical diagnostics company, in Madrid, Spain.

Lee holds a B.A. in Economics from the University of California Berkeley and a M.B.A. from the University of Southern California with a concentration E-Commerce. Born in Mexico City, Mexico, Lee is bilingual and bicultural. Client Experience: Allstate, Kellogg’s, Unilever, US Government, Catholic Relief Services, Pfizer, Ford, PayPal, Skype, Oxxo, SiriusXM, Novo Nordisk, Knorr, Degree, PONDS, Nike, McDonalds, Disney, AT&T Wireless, Verizon, Epson, Mitsubishi, Century 21.

SERGIO LANGARICA, SONY ELECTRONICS

SONY DSC Sergio Langarica joined Sony Electronics Inc. Trade Strategy  and Compliance Group in  September 1997.  His current  position is Director of  International Trade Strategy &  Compliance.  He routinely works  with cross functional teams to roll  out new products in the Americas.

From March 2012-2015, Sergio  was President/Chairman of the  Board of the Chamber for the  Electronics, Telecommunications  and Information Technology Sectors for Northwestern Mexico (CANIETI). Regionally, CANIETI has over 200 members.  In this capacity he is focused on public policies and private initiatives to strengthen these sectors in Mexico and abroad. He is still active with CANIETI and is currently National Vice President for the Electronics Sector.

Sergio is also working with a Startup in Tijuana that is designing a wireless headset for use in Neuromarketing.

On the non-profit front, he is on the Board of Directors of Outdoor Outreach. A local organization whose mission is to connect youth to the transformative power of the outdoors by taking them rock climbing, surfing and mountain biking among other sports.

Prior to joining Sony, Sergio worked at an Internet Startup in Newport Beach as a Marketing Associate.  His acquired knowledge of international trade was also gained from his service with the U.S. Commercial Consul in Guadalajara; research at the Center for Strategic Studies (ITESM) Campus Guadalajara; and the San Diego Economic Development Corporation.

Sergio received his Bachelor of Arts in Economics and Minor in Political Science from the University of California, San Diego.  His involvement with the Academic year abroad program took him to Brazil where he attended the Universidade de São Paulo.  Sergio obtained a Masters in Business Administration from the Instituto Tecnológico de Estudios Superiores de Monterrey, Mexico (ITESM) in 2007. He is fluent in written and spoken English, Spanish and Portuguese with cultural, educational and business experience gained by living and studying in the United States, Mexico and Brazil. He has extensive business travel and dealings in the Americas’ region and significant business communications with Asia and Europe.

MARTHA DE LA TORRE, CEO, EL CLASIFICADO

Martha_de_la_torre Martha C. de la Torre is the CEO  of El Clasificado, which she co-  founded in 1988 with husband  and COO, Joe Badame. After  earning a B.S. in Accounting from  Loyola Marymount University    (LMU) in 1978, she joined  Arthur Young & Company as  a  CPA and audit manager. Later,  Martha served two years as CFO of La Opinion, the Spanish-language daily, before launching El Clasificado, which for several years struggled to remain afloat.

After reengineering the distribution model from home delivery to a bulk-drop model in 1995, El Clasificado was finally on a trajectory to success—a model that’s made El Clasificado the largest Spanish-language weekly shopper in the US, circulating 510,000 copies in Southern California. Ranking among the top 4,000 U.S. websites, per Quantcast.com, ElClasificado.com is the leading Spanish-language online classified portal serving U.S. Latinos. The company has been recognized by the Small Business Administration as the Minority Small Business Champion of the Year, LA Business Journal as one of LA’s Fastest-Growing Companies, Hispanic Business Magazine’s 500 Largest Hispanic Companies and 100 Fastest Growing Companies, ICIC-Bloomberg Business Week Inner City 100. Also, Martha de la Torre and Joe Badame were selected as a Greater Los Angeles finalist for the Ernst & Young Entrepreneur of the Year award and Martha was also named the Latina Business Woman of the Year by the California Hispanic Chambers of Commerce.

Ms. de la Torre serves on the board of the Los Angeles Child Guidance Clinic and is a former board member for the L.A. County Education Foundation. Martha is also a Regent for LMU and Board Member of LMU’s Latino Alumni Association, providing scholarships to Latino students, and Chairperson of the International Classified Media Association, representing over 60 classified media organizations globally.

KELSEY PRICE, ACCOUNT EXECUTIVE, GOOGLE

price.kelsey Kelsey Price is an Account  Executive at Google on the  US Multicultural Sales  team, where she is  responsible for helping  Fortune 500 clients reach  diverse audiences via  Google’s digital platforms. Prior to joining Google in June 2011, Kelsey worked at McKinsey & Company, leading performance transformation, new market entry, and new product launch engagements in the Americas and Europe. She also lived and worked in Spain for a year on a Fulbright Scholarship. Kelsey attended Columbia University and graduate with a degree in Spanish and Biology.

She currently serves as the Chair of the Advertising Research Foundation’s Junior Board. In her free time, she practices pilates and enjoys traveling.

DAVID BURGOS, SVP, HEAD OF TNS CULTURAL STRATEGY

David Burgos (white)As the head of Cultural Strategy at TNS, David is responsible for helping clients drive growth in today’s fragmented and rapidly evolving marketplace by leveraging technology and an in-depth understanding of the ‘human’ side of consumers.

Great deal of David’s expertise focuses on America’s ethnically diverse audiences and the rise of new urban middle classes in global emerging markets. He speaks frequently about the business implications of social and cultural trends at conferences and industry events, and has been featured in a number of publications including The Economist, Forbes, CMO Council, Journal of Advertising Research, MediaPost and AdAge.

He is Co-Chair of the Advertising Research Foundation’s Consumer Segments Forum and a past recipient of the ARF’s Great Mind Award for his contribution to the marketing research industry, and WPP’s Atticus Award for global achievement in Consumer Insights. A former Navy Officer, David holds an MBA from Esan University in Peru and is author of the books “Ciudad de los Reyes, de los Chavez, los Quispe” (Epensa, 2004) and “Marketing to the New Majority: Strategies for a diverse world” (Palgrave Macmillan, 2011).

Prior to joining TNS, David led the Cultural Strategy business at Millward Brown for 8 years. He currently resides in the Chicago suburbs with his wife Adriana, and two children, Lorenzo and Renata.

SANTIAGO OGRADÓN CORTÉS, DIRECTOR OF RESEARCH & MARKETING, ENERGY COMMUNICATIONS CORP

Santiago Ogradon Spanning over two decades,  Santiago’s marketing and  advertising experience  cover the Hispanic and  General markets.  He has  conducted research for and  managed advertising efforts  for accounts such as:  Mexicana Airlines, Bally’s  Health Clubs,  InterContinental Hotels Group, Ryland Homes, Pic ‘N’ Save-MacFrugal’s, the California Department of Health Services, Lindora Weight Loss Clinics, California Egg Commission, Vons Supermarkets, Ralphs Grocery Company, Safeway, McDonald’s corporate and local co-op groups.

Mr. Ogradón was also at Univision and Telemundo during the ‘80s, a tremendous growth period for Spanish media, developing new business, conducting research and consulting clients on how to reach the “new” Hispanic market.

Due to a passion for his work and an eagerness to share his knowledge, he is frequently consulted for articles in such publications as: The Produce News, the Food Marketing Institute’s Advantage Magazine, Brand Packaging,  Marketing News and the Newspaper Association of America.  He is a sought-after speaker at ethnic marketing conferences throughout the country.

Today Mr. Ogradón calls Energy Communications his home where he provides research and strategic insights for clients reaching out to the public on both sides of the border. Working with a top notch sales team he is constantly challenged to find new and innovative ways to help clients stand out among today’s myriad voices wishes to reach the San Diego and Tijuana Spanish-speaking markets.

 

SARA HASSON, SENIOR VICE PRESIDENT, STRATEGY & INSIGHTS, UNIVISION

Sara HassonSara Hasson is Senior Vice President, Strategy & Insights in the Client Development Group at Univision Communications, Inc. the premier Spanish-language media company in the United States.  Since joining Univision in 1999, Sara has worked exclusively with national and regional automotive clients and agency personnel providing research, market and consumer insights, and creating marketing solutions to drive sales.

Sara has partnered with auto manufacturers and Polk to customize Hispanic marketing sessions for industry executives, regions, dealers and agencies that build the business case for the Hispanic consumer utilizing demographic trends, consumer insights, category analysis, competitive benchmarking, and industry best practices. In addition, she has led many high profile automotive projects including custom Polk and GfK research, Hispanic consumer focus groups on the new vehicle purchase process,  and NADA Annual Convention workshops “Accelerating Your Sales Growth: The Hispanic Market Opportunity” and “Driving Your Hispanic Sales: A Dealer’s Best Practices Toolkit.”

Prior to Univision, Sara worked for 14 years in automotive advertising account management on national, regional and local levels in U.S. General and Hispanic markets and Latin America.

Sara, a native of Wisconsin, speaks fluent Spanish and is designated by the community as an honorary Latina. She earned her Bachelor of Science degree in Advertising and Spanish from the University of Wisconsin, Stevens Point.  She and her husband Joe live in Torrance, CA with their bilingual children, Reed and Nicolena.

Recap

The San Diego Chapter of the American Marketing Association (AMA) and National University held the Hispanic Marketing Conference on Oct 8, 2015 at the Sanford Education Center, in La Jolla, California.

The event, attended by more than 50 marketers and business executives, was an information-packed ½ day program featuring experienced marketing professionals who truly understand the importance of speaking to markets in their own language.  Keynote Andres Sullivan described it well when reminding the attendees that it’s not only about word translation, but understanding the nuance of culture and how your market communicates.  This understanding and speaking to Hispanics not only in Spanish but with an understanding of what’s important to their cultural history was echoed by most of the other speakers.  They included experts from Sony, Pandora, Televisa, TNS, and Univision

Following Andres’ presentation two panels, one on media and the other on technology, offered attendees insight to address challenges that marketers face when connecting and measuring this audience.

Panel speakers included: Jude Trapp, Account Director, Multicultural Media for Pandora; Patricia Alvarez, GM/Owner Energy Communications for Televisa; Sara Hassan,  SVP Strategy & Insights – Automotive for Univision; Mary Beth McCabe, DBA Associate Professor, Lead Faculty for National University; Lee Vann Founder, Captura Group; Martha de la Torre, CEO El Clasificado; Sergio Langarica, Director, International Trade, Sony, and David Burgos Senior Vice President, Cultural Strategies TNS.

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