Thursday, November 2, 2023
|
9:30am - 10:15am
|
REGISTRATION & BREAKFAST
|
|
10:15am - 10:30am
|
Paloma Azulay
VP, Brand Marketing
Hulu
Sope Ogunyemi
Senior Team Lead, Inclusive Marketing
Hulu Marketing
|
|
10:30am - 11:00am
|
MEASURING THE MEDIA MATRIX: UNPACKING HISPANIC ENGAGEMENT IN TODAY’S DIVERSE LANDSCAPE
Hispanic consumers are not a monolith, and neither are their media choices or behaviors. As diversity within this key demographic continues to evolve, understanding the metrics behind their media engagement becomes imperative for marketers. In this session, Nielsen will unveil their latest report that delves into the Hispanic community's trust in media, generational divides, and cultural identities. This presentation will also feature insights illustrating the impact of culturally authentic content on platform choices. Walk away with actionable insights to build more effective, inclusive campaigns that resonate with a multicultural audience.
-
Stacie de Armas
-
Senior Vice President of Diverse Intelligence & Initiatives
Nielsen
View Event Recap
|
|
11:00am - 11:30am
|
THE SCIENCE TO DEVELOP CULTURALLY AUTHENTIC CAMPAIGNS THAT LIFT AD EFFECTIVENESS AND PERFORMANCE
Cultural relevance is a significant performance driver explaining 55-66% of campaigns’ retail traffic and sales lifts. The road to developing highly culturally relevant campaigns doesn’t need to be a guessing game anymore. Applying the Cultural Insight Impact Measure™ enables marketers to gauge how strongly unique cultural insights have been embedded in creative to lift ad effectiveness. Learn from Lopez Negrete’s Communications Effie and ARF Gold awards winning “Let’s Talk About Your Rest” campaign process for Mattress Firm.
-
Carlos Santiago
-
CEO, SSG; Co-Founder, ANA AIMM
Co-Architect, Cultural Inclusion Accelerator
Gerry Loredo
Director, Business Analytics
Lopez Negrete Communications
View Event Recap
|
|
11:30am - 12:30pm
|
LUNCH
|
|
12:30pm - 1:00pm
|
TARGETED AND AUTHENTIC MULTI-CULTURAL STRATEGIES FOR A DIVERSE MARKET
After relocating from St. Louis to Los Angeles in 2016, the Rams were challenged with rebuilding a fan base in a highly competitive and diverse market. In a city brimming with endless entertainment options, establishing a brand voice and values that spoke authentically to the multi-cultural populations of LA was a must. Combining targeted outreach with a consistent approach, the Rams built a successful, multi-pronged platform capable of both mass reach and personal impact.
-
Amber Williams
-
Senior Manager of Consumer Insights
Los Angeles Rams
Rachel Zisman
Senior Manager of Brand Strategy
Los Angeles Rams
View Event Recap
|
|
1:00pm - 1:30pm
|
TAKING A PURPOSEFUL APPROACH TO MEANINGFUL ENGAGEMENT
A one-stop shop to reach multicultural audiences does not exist. Simply dialing in with one media tactic or during key cultural moments will not work. It takes consistency and truly understanding behavior along with touchpoints that will be impactful. Campaigns must be purposeful, incorporating strategic partnerships and placements that matter to the audience. it's about weaving a tapestry that resonates on multiple levels. Each component contributes to providing a robust consumer experience that builds the Brand’s connection and ultimately captures new customers.
-
Rosemarie Sanchez
-
VP, Group Media Director
Walton Isaacson
View Event Recap
|
|
1:30pm - 1:45pm
|
CLOSING REMARKS
|
|