webinars

The HMC Webinar Series presents high-caliber content from top industry thought leaders, cutting-edge research, and educational panels. Not only do members get first and unlimited access to HMC’s groundbreaking research, but HMC Webinar Series features dynamic and interactive one-hour sessions with notable newsmakers, C-suite leaders and top trendsetters in the industry.

Upcoming Webinar

JULY 17
1:00 PM ET

The Power of Culture in Advertising: Circulo Creativo USA & PRODU

Multicultural agencies provide purpose-driven business solutions for brands with authentic campaigns rich in cultural insights, diversity, and creativity. For the 25th anniversary edition of the HMC Hispanic Market Guide, Circulo Creativo USA and PRODU collaborated on an Annual Hispanic Creativity Report featuring 12 campaigns. Hear how the creative teams from alma, BBQ Agency, BeautifulBeast, Casanova//McCann, Conill, Dieste, El Autobus, GALLEGOS United, LERMA/, Lopez Negrete Communications, MEL and Republica Havas raised the bar for bold creative steeped in cultural insights, business-building strategies, and rich consumer data.

Upcoming Webinar

JULY 23
2:00 PM ET

Winning Strategic Excellence Double Gold: Lopez Negrete Communications/Alzheimer's Association

Lopez Negrete Communications won two gold awards for its PSA “Some Things Come with Age,” on behalf of the Ad Council and in partnership with the Alzheimer’s Association, for Best Hispanic Cultural Insight and Most Impactful Multicultural Research. This campaign raised awareness of the early signs and symptoms to increase early detection of Alzheimer’s and other dementias within the Latino community. “As Latinos, we tend to expect certain illnesses with aging. The ‘waving off’ of early signs of any disease in the name of normal aging is keeping many Latino families from having the necessary conversations and doctor consultations,” said President & CEO Alex López Negrete. In this webinar, you’ll hear how the Lopez Negrete team developed such impactful messaging grounded in data and cultural insights and how this award-winning campaign impacted Latino communities across the U.S.

CHECK OUT THE REPLAYS

2022 HMC Annual Summit

Spring

The 2020 Census made it crystal clear that the time to act is now. Companies who aren’t engaging Hispanics with targeted efforts are at risk of being left behind. At the same time, brands and their agencies are dealing with the complex challenges of finding premium supply, achieving scale, and doing all of that in a culturally-relevant way.  Join this C-suite panel as they discuss the challenges and opportunities they face in activating Hispanic audiences for critical business growth.

Panelists:

  • Kirk McDonald, CEO, GroupM
  • Dave Penski, CEO, Publicis Media
  • Doug Rozen, CEO, dentsu Media 
  • Ralph Pardo, CEO, Omnicom Media Group

Moderator: Donna Speciale, President of Advertising Sales & Marketing, TelevisaUnivision, Inc.

Latinos’ growing appetite for streaming video content is driving a proliferation of paid and ad-supported platforms. In September 2021 alone, Hispanics spent 20 BILLION minutes watching subscription and non-linear Video On Demand content. How are key players in the content acquisition and distribution industries programming to meet the demand of those seeking in-language content? Join this session featuring leaders of key streaming platforms as they discuss what’s next for Latino content and audiences.

Speakers:

  • Isabel Rafferty Zavala, Founder & CEO, Canela Media
  • Romina Rosado, EVP & GM, Hispanic Streaming, NBCUniversal Telemundo Enterprises
  • René Santaella, EVP, Digital & Streaming Media, Estrella Media, Inc.
  • Rafael Urbina, GM/EVP of AVOD Streaming, TelevisaUnivision, Inc., and Chief Executive Officer, VIX

Moderator: Stacie M. de Armas, SVP Diverse Intelligence & Initiatives, Nielsen

Upcoming Webinar

AUGUST 6
2:00 PM ET

Winning Creative Ingenuity Gold: BeautifulBeast/Colon Cancer Coalition Campaign

On the heels of the wildly viral “Mission to Uranus” campaign, the account planning team at BeautifulBeast delivered another home run in an effort to combat the stigma of colon cancer screening. The gist? Invite Latinos to “talk sh!t” to save lives.The team hired announcers, whose first language wasn’t English, asked them to read different words that sound like “sh!t” and then bleeped them out to avoid censorship. This tongue-in-cheek campaign was deeply rooted in modern Hispanic culture, turning an old stereotype into a disruptive, bold move to get the message on air–and earned BeautifulBeast a Strategic Excellence Gold in Creative Ingenuity. This is one webinar you won’t want to miss!

Upcoming Webinar

AUGUST 13
2:00 PM ET

Zubi Hits Double Gold Golazos: Shopper &/or Experiential Impact and Media Connections & Content Strategy Impact

In this webinar, you will learn about two soccer-inspired campaigns for Ford that earned Zubi two Golds in the Strategic Excellence Awards. Ford wanted to grow brand affection and consideration for its latest vehicles and services within Latino families. Enter Zubi, who developed a comprehensive grassroots campaign and a soccer lifestyle experience to enhance brand relevance and trust. The campaign featured a “¡Qué Golazo!” communications platform, soccer tournaments in nine markets with appearances by Hispanic soccer legends, grant contests for high schoolers, and an innovative Access U mentorship program supporting student-athletes and parents in navigating the challenges of college life.

In addition, Zubi developed the “Qué Golazo de Cambio” ad campaign based on a Hispanic insight of the importance of being able to watch or attend soccer moments. They created a contest and provided an opportunity for Latinos to switch places with a female soccer freestyler so that they could watch a soccer match, while the freestyler substituted them in their daily commitment that would otherwise keep them from watching the match. The result was golden! Register today for this webinar jam-packed with insights and creativity.

Webinars on Demand

2024

Account planners at Casanova//McCann uncovered a compelling cultural insight: children were often the translators for their parents for important milestones–from healthcare decisions to sensitive financial information. They took this insight and created an emotional campaign for U.S. Bank, who had just launched an initiative aimed at providing Spanish-speaking customers with comprehensive Spanish-language resources to financial services… so kids can focus on just being kids. Learn how the client/agency relationship cemented “Found in Translation” as a campaign that not only earned Casanova//McCann a Best of Show and Grand Prix but also connected authentically with Latinos.

Speakers:

  • Karla Acevedo, EVP/Chief Operations and Client Officer, Casanova//McCann
  • Ramiro Padilla Klein, Vice President, Hispanic Segment Lead, US Bank
  • Will Pierce, EVP/Chief Strategy Officer, Casanova//McCann
  • Carlos Tornell, VP Creative Director, Casanova//McCann

Moderated by: HMC Education Chair Victor Paredes.

Do you know which ads rank highest among Hispanic consumers and why? Watch this recording as we unveil award-winning ads for this segment and walk away with new strategies to drive brand love through your campaigns. The session will benefit consumer insights, marketing, and brand management teams! 

Speakers:

  • Elizandra Granillo, Analyst of Cultural Insights, Collage Group
  • Victor Paredes, Vice President of Cultural Strategy, Collage Group
  • Sophie Williams, Analyst of Cultural Strategy, Collage Group

 

If you have any questions about this report, now or in the future, feel free to contact Collage Group here

Marketers, prepare for the next giant cross-cultural explosion in pop culture: corridos! Discover how more and more consumers are incorporating corridos and música regional mexicana into their regular listening habits and how brands can tap into this growing trend. Yendy Rojo, Sr. Brand Strategist at Orci and Jannet Torres, VP of Custom Research at ThinkNow shared the details of a new custom research study created to understand the growing popularity of Regional Mexican/Corridos among both Hispanics and Non-Hispanics alike.

Speakers:

  • Yendy Rojo, Sr. Brand Strategist, Orci
  • Jannet Torres, VP of Custom Research, ThinkNow

Moderated by: Marina Filippelli, CEO, Orci

IT’S TIME: What Matters to the Multicultural Majority in Their Purchase Journey
Twenty years ago, Latina moms were the gatekeepers of what brands were brought into the household. In today’s highly e-commerce world, teens have the power of the purse. In this webinar, HMC Research Chair Nancy Tellet outlines the values and shopping habits of this young, multicultural segment. You’ll learn where teens align with adults and where they differ, what propels them to buy a brand and what causes brand break-ups, and how social media factors into the awareness-to-purchase journey.

Presenter:

  • HMC Research Chair Nancy Tellet

Moderated by: Linda Lane Gonzalez, President and CEO of Viva Multicultural and past chair of HMC board of directors.

In this insightful webinar, a distinguished panel of accomplished Latina media executives and creators generously shared their journeys, shedding light on the challenges and triumphs of navigating Madison Avenue Ad Agencies and Hollywood as multicultural creators. The discussion intricately covered the myriad obstacles faced and offered valuable insights into the role advertisers can play in supporting and promoting diversity and inclusion within the industry.
As they delved into the rich tapestry of Latina narratives, it is crucial to recognize that closing the gender pay gap is an integral aspect of fostering a more inclusive and representative media landscape. Watch for an enlightening session that actively explores avenues to address and rectify gender pay disparities, contributing to a fairer and more equitable industry.

Speakers:

  • Meiling Macias-Toro, award-winning advertising media executive
  • Julia Carias-Linares, award-winning TV & film producer, actress, interior designer, and businesswoman
  • Kiki Melendez, award-winning director, writer, and comedienne

Moderated by: Amanda Sarabia, film producer.

Did you know that most multicultural teens already invest their money, and how financial influencers have grown to be a trusted source of wealth building and retirement strategies for Gen Zers and Millennials? When it comes to financial stability, academic success and the declining middle class are top of mind with Gen Z, Millennials and a portion of Gen Xers.  You’ll learn the latest insights about finances, entrepreneurship, workplace attitudes, and even what Gen Zers and Millennials think about corporate America’s DEI efforts.

• ‘Work hard’ culture and what is fueling it.
• Where people want to work & what we study to get there.
• Workplace 2023 vs. workplace 2014.
• The current state of workplace racism.
• What teens, adults, non-Hispanic whites and multicultural segments want in a financial advisor (& don’t want).

Presenter:

  • HMC Research Chair Nancy Tellet

Moderated by: Linda Lane Gonzalez, President and CEO of Viva Multicultural and past chair of HMC board of directors.

Multicultural Americans spend an enormous amount of time and attention in the digital media space. Hispanic Americans especially are super users: they spend their time across many platforms, social media and otherwise, especially those that support Hispanics and allow them to stay connected to family and friends.

Cross-platform marketing and advertising is the standard for 2024: do you understand how and where your target segments are using media, why they’re going there, and how to authentically engage them across channels?

Collage Group shared how to leverage media insights for brand impact and growth among Hispanic consumers.

In this webinar, they shared how you can learn from, support, and engage the Hispanic segment through culturally sound insights on usage and preferences across channels—social, video, and audio media—and how to best optimize your campaigns for these platforms.

Presenters:

  • Victor Paredes, Executive Director of Cultural Strategy at Collage Group
  • Jack Mackinnon, Senior Director of Cultural Insights at Collage Group

 

Looking for research on the media habits of today’s highly multicultural world? Ready to discover what is driving them and reveal the implications for brands as they plan and execute 2024 marketing activities & ad buys? Learn about this and more! A powerful webinar focused on 13- to 49-year-old mostly Gen Z and Millennial segments from HMC’s latest study, IT’S TIME: The Growing Power of the Multicultural Majority.

We dived into data from the past year including media ‘basics’; from the devices we use, how we’re spending our media time, and the ways we discover & watch TV and Movie content. Plus, information on the most used apps for long and short-form video content & social media. Hint: some things old are new again.

Explore insights including:
• How young Gen Zs are navigating life in the public spotlight of a digital world where a misstep can impact their future; yet also harness it for their own purposes.
• Marketing and advertising practices that can leverage the power of culture to build trust and drive purchase consideration.
• An overview of today’s ‘everything, everywhere, all at once’ global media world.
• A primer on the Metaverse: why most people don’t really know what it is even if they are routinely in it, cultural practices, and its influence on the brands its users try & buy.

Discover who fared best with A-F grades given by survey respondents who judged TV content providers on diversity and representation!

Presenter:

  • HMC Research Chair Nancy Tellet

Moderated by: Linda Lane Gonzalez, President and CEO of Viva Multicultural and past chair of HMC board of directors.

2023

Emily Bazelon wrote in the New York Times Magazine, “Being white in America has long been treated, at least by white people, as…the default identity, the cultural wallpaper.” Watch this webinar for a deep dive into identity, race and culture across primarily 13-49 Gen Z and Millennial segments from HMC’s latest study, IT’S TIME: The Growing Power of the Multicultural Majority. In this webinar, we covered:
• Multiculturalism’s impact on how white Americans see themselves
• How the term “people of color” is more than just an identity
• How Latinos, Blacks, Asians, and whites view America
• Political power wielded by Gen Z adults
• Gen Z’s trust, mental health, cultural comfort & discomfort zones

Presenter:

  • HMC Research Chair Nancy Tellet

Moderated by: Linda Lane Gonzalez, President and CEO of Viva Multicultural and past chair of HMC board of directors.

The increase in diverse content creators is a positive sign of a multicultural tipping point—and HMC was delighted to bring together two up-and-coming authors for a fireside chat with our Education Chair Victor Paredes. Alma CEO Isaac Mizrahi, no stranger to HMC or the marketing world, has released his first book Hispanic Market Power, which dives into the various forces at play in the Hispanic market, from cultural identity to trends and business opportunities. Jo Franco, CEO of JoClub, a journaling company fostering clarity, connection & community, is the author of Fluentish, a travel & leisure book designed for language learners of all levels who want to build a multilingual life. They provided their unique perspectives on the value of cultural fluency to their businesses—Isaac from his decades in working with top brands and fostering a culture of diverse creativity, and Jo from her role as an intersectional content creator who has launched an online global journaling community and puts a global filter on everything she develops because, as she puts it, “the world is too connected to ignore it.”

Speakers:

Moderated by: HMC Education Chair Victor Paredes.

Explore the profound influence of positive role models in shaping young minds, fostering identity, empowerment, and cultural appreciation. Through insightful discussions and real-world examples, we uncovered how inclusive representation creates an inspiring and inclusive space for Latinx children, sparking aspirations and a sense of belonging.

Speakers:

  • Luisa Beguiristaín, Editorial Assistant, Roaring Brook Press, Macmillan Children’s Publishing Group
  • Candelario Cervantes, National Senior Managing Director of Community Accountability & Partnerships, Teach For America
  • Paulina Hernandez, Director of Recruitment, Teach For America

Moderated by: Claudia Romo Edelman, Founder & CEO, We Are All Human Foundation

In 2020, Cheetos rekindled its relationship with Latino Superfans by launching the Deja Tu Huella initiative in collaboration with Bad Bunny, which celebrated the Latino experience and recognized the impact Latinos have on U.S. culture. As Cheetos entered the second year of the campaign, it needed to maintain its momentum—the award-winning team at Dieste partnered once again with Bad Bunny and focused the brand strategy around celebrating and uplifting Latinos across the country who are transforming and bettering their communities. From a spot during the Billboard Music Awards to the launch of the Deja Tu Huella Fund through a TikTok Hashtag Challenge and Remezcla partnership, this campaign had the “magic touch!” The result? Dieste won a Silver in the 2023 HMC Strategic Excellence Awards in the Best Hispanic Cultural Insight category. Watch this webinar and learn all about this campaign, how it tapped into Gen Z Latinos’ obsession with Flamin’ Hot and elevated the Cheetos brand to new heights in American pop culture.

Speakers:

  • Melody Macaluso, Former Marketing Director, Cheetos
  • Marialejandra Urbina, CSO, Dieste

Moderated by: HMC Education Chair Victor Paredes.

Did you miss the second webinar devoted to the winning agencies of the 2023 HMC Strategic Excellence Awards? In this webinar, HMC Education Chair Victor Paredes sat down with the account planning teams of BeautifulBeast, who won Gold for Mainstream Impact with Amazon Music’s “Here’s to the Game Changers,” and Lopez Negrete Communications, who won Gold for Content Creator & Consumer Engagement Strategy with Walmart for their “Holiday House” campaign. You’ll learn all the behind-the-scenes insights that made these two campaigns stand out above the rest.

Speakers:

  • Salma Gottfried, Chief Brand Officer, BeautifulBeast
  • Aldo Quevedo, CEO, BeautifulBeast
  • Fernando Osuna, Chief Creative Officer, Lopez Negrete Communications
  • Cecilia Alanis, Digital Associate Creative Director, Lopez Negrete Communications
  • Patrick Lopez Negrete, Director of Brand Strategy, Lopez Negrete Communications

Moderated by: HMC Education Chair Victor Paredes.

With so many video and streaming options for Latinos, DishLATINO had to break through the clutter with a powerful campaign. With a memorable commercial aptly named Iconos, that featured state-of-the-art deepfake video technology to bring together Latino TV icons Eugenio Derbez with the late El Chavo, MARCA Miami won a Silver for the Best Hispanic Cultural Insight in the 2023 HMC Strategic Excellence Awards. Watch this webinar to learn about the challenges, opportunities and insights that went into this creative campaign, as well as the client perspective!

Speakers:

  • Kristen Sabina, VP, Strategy & Planning, MARCA Miami
  • Nicole Preston, General Manager, DishLATINO
  • Alfredo Rodriguez, Vice President, DishLATINO

Moderated by: HMC Education Chair Victor Paredes.

Influencer marketing has exploded over the past couple decades with today’s value surpassing $11 billion at a compounded aggregated growth rate (CAGR) of 33.4% from 2022 to 2030. That growth far outpaces the Global Movie Theatre market which is growing at a CAGR of only 4.50% from 2022 to 2028. For anyone paying attention, the shift of consumer eyeballs is easy to track.
Tapping into this powerhouse can yield significant returns for brands. That is, when it is done right. Choosing the right influencer takes many factors that include target audience, goals, reason for partnership and so on. Influencers range from nano to micro to macro to mega and each brings with them, a loyal following and potential bottom-line results for your product. According to Nielsen, Hispanic consumers are more socially connected than any other group, which means their role as influencers in various markets is strong.

Speaker:

  • Josue Rodriguez, Director of Social Media, fluent360

Moderated by: HMC Education Chair Victor Paredes.

As a global leader in premium spirits, Beam Suntory is committed to creating the next breakthrough in cultural responsiveness and Tequila is one way they are doing so. This is driven by the belief that Tequila cannot be appreciated without understanding the depth of experiences by the people of Mexico who produce Tequila and that greater cultural connections through the stories told about Tequila are within reach.
Beam Suntory is passionate about ensuring the stories told about Tequila pay homage to Mexico and its people, support the entire ecosystem of people who work to deliver a high-quality product, and give consumers the voice to tell their own, personal stories about what Tequila means to them.
Join Rashidi Hodari, head of Beam Suntory’s Tequila Brand House, Ivan Hidalgo, VP of North America Marketing and Susan Gibbons, Senior Marketing Director, to learn how Beam Suntory is expanding the narrative on Tequila by creating a community of belonging that diverse consumers want to join and help shape.

Speakers:

  • Rashidi Hodari, Managing Director, Tequila Brand House, Beam Suntory
  • Ivan Hidalgo, VP of North America Marketing, Beam Suntory

Moderated by: HMC Education Chair Victor Paredes.

It’s not just about winning trophies. It’s about why agencies and clients should win, how to make the smartest case for awards, and the impact of recognizing your team’s creativity. This webinar is packed with insights from award-winning leaders who share their secrets for building great work and brands, plus practical exercises for standing out when you want to win. Awards are a way to showcase your creative work and build credibility with the industry. Through awards, agencies can gain exposure, climb in rankings, increase employee retention, and drive more business leads.

Panelists:

  • Fernando Machado, Chief Marketing Officer, Activision Blizzard
  • Angela Rodríguez, SVP/Head of Strategy, Alma
  • Gustavo Lauría, Co-Founder/Chief Creative Officer, We Believer

Moderated by: Luis Miguel Messianu, Chairman & Founder at Alma and DDB McDonald’s Global Chief Creative Officer

Latinos face an epidemic of invisibility in the film industry in front of and behind the camera. Filmmaker Amanda Sarabia has a story she had to tell. Her documentary Vidalito is an opportunity to showcase how unrelenting we are in chasing our dreams. Don’t miss this webinar recording! If you want to help, support or participate in her documentary journey please email Amanda Sarabi at amanda.sarabia@gmail.com,

Speakers:

  • Amanda Sarabia, filmmaker, producer and educator 
  • Vidal Lopez, professional race car driver
  • Vikram Choudhary, Prosthetics & Orthotics Specialist

From the metaverse and TikTok to augmented reality and influencers, the pace of change across new mediums in media is heating up… but while the opportunities in new media abound, so do the risks and dead ends. In this webinar, Collage Group provided insights & analysis to help you navigate and succeed across new and emerging media channels. They deep dive into topics such as: influencers, the metaverse, openness to novel marketing in the media sphere, common challenges to success in 21st century media performance, advertising strategies for authentic Hispanic engagement and more. If you want media strategies to help your brands stand out from the competition, you won’t want to miss this webinar recording!

Speakers:

  • Jack Mackinnon, Senior Director, Cultural Insights, Collage Group
  • Victor Paredes, Executive Director of Cultural Strategy, Collage Group

2022

The HMC Annual Summit is the premier Hispanic marketing conference featuring dynamic and interactive sessions with notable newsmakers, C-suite leaders and top trendsetters. Engaging the multicultural American mainstream and diversifying content has never been more critical. During its 2022 Annual Summit, the HMC has gathered the CEOs and CMOs of major holding companies, brands and streaming platforms for a series of sessions, providing marketers with the right knowledge base to maximize the Hispanic opportunity.

Nielsen & SBS shared a breaking new report on the amplified value of investing in Hispanic-owned and targeted media showcasing unparalleled ROI.

Speakers:

  • Stacie de Armas, SVP Diverse Intelligence & Initiatives, Nielsen
  • Albert Rodriguez, President, Chief Operating Officer, SBS

Moderated by: HMC Education Chair Victor Paredes.

The Hispanic population in the US is increasing and the purchasing power of this diverse group is doubling every 10 years. Their impact is seen and enjoyed across our culture, from the foods we eat, the music we listen to and many times to the vocabulary we use. Hispanic/Latinos are our family, friends, coworkers, and neighbors.
With such a significant presence in our daily lives, how is it that this group is still underrepresented and often misrepresented in advertising?
In this webinar with Lab42, learn more about what Hispanic consumers think about this issue and what is the impact of this misrepresentation on brands.

Speakers:

  • Rachel Hunger, Research Manager at Lab42 Research
  • Athos Maimarides, Managing Partner, Research at Lab42 Research

Moderated by: HMC Education Chair Victor Paredes.

U.S. Hispanics are shifting the flavor of American entertainment culture–from Encanto’s Academy Award win for Best Animated feature & Ariana DeBose’s Best Supporting Actor Oscar win to Bad Bunny’s history-making Artist of the Year win at this year’s VMAs. Latinos are voracious consumers of entertainment and media with nearly 45% of Latinos’ total TV viewing in July 2022 attributed to streaming platforms. And, representation matters: 42% of the most streamed programs have Latino presence in front and behind the camera. In this webinar with Nielsen, find out what’s driving this shift to streaming for Hispanic audiences, the factors impacting cultural watchability and the importance of both on- and off-screen inclusion of talent and themes.

Speaker:

  • Stacie de Armas, SVP Diverse Intelligence & Initiatives, Nielsen

Moderated by: HMC Education Chair Victor Paredes.

McDonald’s is shining the light on Latino storytellers in front of and behind the camera with an innovative, multi-year program called Spotlight Dorado that features a national film competition and mentorship program. In this webinar, you’ll hear from both agency and client teams as to what key insights served as the cornerstone for this campaign, what challenges and opportunities they faced, and how McDonald’s was able to effectively and creatively engage the Latino community. The finalist filmmakers competing for the top prize also joined the webinar as they preview parts of their movies, and discuss how Spotlight Dorado is impacting the Latino creators’ community.

Speaker:

  • Cristina Alfaro, Manager of Cultural & Community Communications, McDonald’s
  • Mauricio Cadena, Group Strategic Planning Director, Alma
  • Jazmin Aguilar, Director, Kid Ugly
  • Jesus Celaya, Director, Lucha Noir

Moderated by: Manny Ruiz, Co-Founder/Producer, Nuestro Stories.

For the final webinar of our Strategic Excellence Awards series, we sat down with Senior Strategist Sara Pollei of Anomaly as she discussed the insights behind the MELĒ campaign, which won a Gold in the Best Impact on Innovation category. Tasked with driving awareness of a new skincare brand designed for melanin-rich skin, Anomaly contended with a history of brands not acknowledging Black or Brown skin, even in the skincare aisle. By leveraging insights from real people, dermatology experts and beauty influencers, this award-winning agency created an innovative and effective campaign. Joined by Judge Daniella Linkus, Business Director & Multicultural Business Lead, Anomaly.

Speaker:

  • Sara Pollei, Senior Strategist, Anomaly

Moderated by: HMC Education Chair Victor Paredes.

In this installment of the Strategic Excellence Awards series, we sat down with two award-winning account planning teams: alma for their Intuit-Quickbooks campaign that earned them a Silver in the Best Hispanic Cultural Insight category and Captura Group for their work with Kellogg’s Pop Tarts, which won Silver in the Impact on Innovation category. You’ll hear from both agency and client teams as to what key insights served as the cornerstone for their campaigns, what challenges & opportunities they faced, and how Intuit-Quickbooks and Kellogg’s were able to effectively and creatively engage the Latino community. Joined by Judge Jennifer Pollack, VP, Integrated Strategy, Dentsu McGarryBowen.

Speakers:

  • Sandra Auren, Director of Insights & Strategy, Captura Group
  • Javier Martin, Global Brand Development Director, Intuit Inc.
  • Jorge Becerra, Strategic Planning Director, alma
  • David Greci, Senior Brand Manager, Pop-Tarts, The Kellogg Company

Moderated by: HMC Education Chair Victor Paredes. 

Where is Hispanic Culture in Marketing in 2022? New Cultural Inclusion Accelerator TM research reveals that Hispanic consumers, hold brands to higher expectations of authentic cultural portrayals. Brands that don’t adapt to new expectations will generate lower ROI. In this webinar, you’ll learn more about Hispanic expectations, which sub-segments drive changes, the importance of in-language advertising and media placement, and how DEI efforts continue to reinforce trust. You’ll also get a deep dive into the latest insights into how brands are perceived through their ads, which cultural attributes drive superior relevance, and which ads rank Best-In-Culture among Hispanic Spanish, Bilinguals, and English.

Sponsored by: Estrella Media

Speakers:

Moderated by: HMC Education Chair Victor Paredes. 

Today, having diverse voices in film has never been more important, both behind and in front of the camera. Moviegoers are craving authentic and relatable stories–stories that are moving, stories they can see themselves in, stories that realistically showcase the struggles and triumphs of their communities. With a history of underrepresenting marginalized identities or perpetuating stereotypes, the film industry must evolve if they want to attract a wider range of moviegoing audiences–and that means developing a pipeline of diverse storytellers and providing them with more access to get their work produced across different types of platforms. In this webinar, we have invited a panel of Latino filmmakers to share their stories, their perspectives on what it takes to “make it” as a multicultural creator in Hollywood, the many obstacles they face, and what advertisers can do to help.

Speakers:

  • Elaine Del Valle, Puerto Rican-American filmmaker
  • Miguel Ferrer, award-winning filmmaker, director and producer
  • Candy Ibarra, Mexican-American award-winning producer and actor
  • Amanda Sarabia, Mexican-American documentary producer and educator

Moderated by: HMC Education Chair Victor Paredes. 

Watch this second Strategic Excellence Award session, where the award-winning team at Zubi presented their Lincoln case study that earned them a Gold for Best Hispanic Cultural Insight! You’ll hear about the challenges, opportunities and insights, as well as the client perspective from Anna Bonfiglio, head of marketing & communications at Lincoln!

Presented by:

Henry Gomez, Vice President Strategy, Zubi

Moderated by: HMC Education Chair Victor Paredes. 

The Internet has had the power to launch unknowns into national stardom over viral dances on TikTok or cancel well-known stars and influencers. In this webinar, you’ll learn how well-established social media influencers found their niche among Hispanic content creators, what challenges and obstacles minority content creators face when entering the online space, and the key to maintaining success.

Panelists:

  • Ana Gomez, blogger and influencer
  • Martha Pardo, Influencer and Founder of G4E
  • Natasha Pongonis, CEO and Partner, O.Y.E. Business Intelligence
  • Ariadne Bencomo, Marketing Analyst, O.Y.E. Business Intelligence

Moderated by: HMC Education Chair Victor Paredes. 

Are you winning your new business pursuits as often as you should? If you’re not, do you really know why? Hosted by The Artemis Partnership and HMC, “Why Buyers Don’t Buy” will help you find answers to these very questions, provide you with an understanding of how buying decisions are really made, and give you tips on re-redirecting pre-RFP activities for better results 

Moderated by: Victor Paredes, HMC Education Chair and Executive Director of Account Planning, Lopez Negrete Communications, Inc.

Speakers:

  • Bob Wiesner, Founder and Managing Partner, The Americas – The Artemis Partnership
  • Jackie Bird, Senior Advisor, The Americas – The Artemis Partnership

Moderated by: HMC Education Chair Victor Paredes.

2021

If recent elections have told us anything, it’s how unpredictable they can be. If we are on a clear pathway to a multicultural majority, what will happen in the mid-term elections and what role will Hispanics play in 2022? Watch this webinar as our panel of experts get out their crystal balls and look at what candidates need to do to win the Latino vote. 

Panelists: 

  • Dr. Laird Bergad, Professor and founding Director of the CUNY Center for Latin American, Caribbean, and Latino Studies at City University of New York and Lehman College
  • Al Cardenas, Republican strategist and CNN/CNN en Español political commentator
  • María Cardona, Democratic strategist and CNN/CNN en Español political commentator

Moderated by:  Juan Carlos Lopez, U.S. Political Director/Anchor, CNN en Español   

A global pandemic, mass unemployment, and racial injustice have had an outsized effect on the Hispanic community. Many brands, nonprofits and grassroots organizations are using unique strategies to reach, engage and motivate action on these issues within the Hispanic community. You’ll learn what successful strategies have helped move the needle on topics like the COVID vaccine, mental health and more.

Panelists:

  • Maria Cardona, Principal at Dewey Square Group/Latinovations
  • Dr. Regina Miranda, Professor of Psychology at Hunter College
  • Dr. Elena V. Rios, MD, MSPH, FACP, President & CEO, National Hispanic Medical Association

Moderated by:  Deb Leiter, SVP, Campaign Development, The Ad Council.

Census 2020 has underscored the economic impact Hispanics have across categories and for marketers’ bottom line. This session provides a deep dive into the many components of Hispanic identity, including the role culture plays in shaping who they are, what matters to them, how they want to be seen, why this consumer is so important, and how to best connect and engage with them. 

Speakers:

  • Dana Sparber, NBCUniversal VP of Insights & Measurement  
  • Carla Kelly, NBCUniversal SVP of Client Advocacy

Moderated by: HMC Education Chair Victor Paredes. 

In a time when consumers are demanding transparency, cultural fluency and for brands to simply do the right thing, social responsibility has never been more important for brands looking to connect with Latino communities. In this webinar, you’ll hear case studies on how to amplify social responsibility messaging through creative problem-solving, collaboration, and a lot of imagination to address disparities in the Hispanic community magnified by COVID-19. 

Speakers:

  • Rafael Serrano, Co-Creative Lead/Writer and Founder of No Seas Wey
  • Matt Reyes, Co-Creative Lead and Founder of No Seas Wey
  • Ana Suarez, Social Media Lead and Founder of No Seas Wey
  • Alejandro Ramirez, Co-Creative Lead/Art Director and Founder of No Seas Wey

Moderated by: HMC Education Chair Victor Paredes. 

We frequently advise our brands that the stories we tell matter… but what happens when you use the power of our stories to increase Latino political power? Hear how a non-profit media start-up engaged more than one million Latinos across the United States and encouraged local and national civic participation by delivering culturally relevant news, history and in-culture content. 

Speakers:

  • Liz Alarcón, Founder and Executive Director, Pulso
  • Elvin Noriega, Experimenter, Pulso
  • Lisann Ramos, Content Editor, Pulso

Moderated by: HMC Education Chair Victor Paredes. 

When it comes to building campaigns and gathering insights, marketing strategies have to be rooted in data. With 2022 planning in full swing, marketers can access the new version of the Census Business Builder for free–click here for a free demo of the Census Business Builder to plus up your 2022 Planning. 

Speaker:
Bárbara Zamora-Appel, Program Analyst – Data User and Respondent Outreach/Economic Management Division, U.S. Census Bureau

As brands expand their multicultural marketing to include increased investments in minority-owned entities, content creators are a critical piece. In this webinar, learn the rules of engagement, and how to maintain communication and expectations between creators, agencies and brands. 

Speakers:

  • Doralys Britto, lifestyle & beauty blogger, including a YouTube channel focused on lifestyle, beauty and content that empowers women.
  • Jo Franco, travel host/expert and content creator in several languages, including English, French, Spanish, Portuguese, and Italian, and two YouTube channels DamonAndJo and JoFranco, amassing over 1.3 million subscribers.
  • Penny Tovar, lifestyle creator who puts a comedic twist on everyday life by overtly speaking her racing thoughts and trying new things on her YouTube channel.

Moderated by: HMC Education Chair Victor Paredes.

This 2021 Strategic Excellence Award webinar spotlights additional successful campaigns that resonated with their target audiences and delivered for their clients because they were rooted in insights and backed by solid planning. 

Panelists: 

  • The winning teams of Alma, d expósito & Partners, and  Culture ONE World 
  •  Judges Jennifer Woods, managing director-VP insights & strategy, Captura Group and Claudia Oddo, audience marketing, Pandora.  

Moderated by: HMC Education Chair Victor Paredes. 

Original creative grounded in cultural insights is the cornerstone of today’s advertising campaigns and engagement plans, especially as demographics rapidly shift to a multicultural majority–with Hispanics as the largest segment. The Strategic Excellence Award webinar spotlights the campaigns from the following winners: 

Panelists: 

  • Teams from Alma and Dieste, along with their clients 
  • Judges Maurice Cooper, senior VP, Guest and Brand Experience marketing at Target and Roberto Hernández, director social & digital strategy, Dieste, Inc.  

Moderated by: HMC Education Chair Victor Paredes. 

Today, the U.S. Hispanic GDP is growing 72% faster than the nation’s economy overall, and in 2019 alone Black buying power was $1.4T according to the Selig Center for Economic Growth. Hispanic and Black consumers represent a significant revenue growth opportunity, and brands need to pay attention to the shifting expectations and purchase intentions within these audiences. In this webinar, you’ll hear insights from the 3rd annual Hispanic Digital Fact Pack & B Code’s first Black Digital Fact Pack.  

Speakers:

  • Danielle Hester, Product Marketing Manager, B Code
  • Francisco González-Cos, Audience Insights Analyst, H Code Intelligence Center

Moderated by: HMC Education Chair Victor Paredes

Pew Reports that 1 in 4 Latinas self-identify as Afro-Latinas. Matters of race and identity are incredibly interconnected. Our struggles and the culture we create in America is increasingly intersectional—from a shared struggle with segregation, hate crimes, colorism and erasure to the rich cultural creations in music, entertainment and sports. Watch this rich conversation with three Afro Latina leaders sharing their experiences from three different perspectives. 

Speakers:

  • Joanna Franco – Entrepreneur, Writer and Founder of Shut Up Go travel blog
  • Lori Montenegro – Head of Telemundo Noticias and Bureau Chief for Telemundo DC Office
  • Lizette Williams – Head of Global Vertical Solutions Marketing, Facebook

Moderated by: HMC Education Chair Victor Paredes

Are you, as a business or as an employee, prepared for a long-term remote workplace? As Marketing, Advertising, & PR agencies consider this reality, questions arise that impact not only business owners, but the employees themselves. Learn how to navigate tax and compliance laws, recruitment, workers compensation costs, employee work/life balance, and more 

Speaker:
Kristin Russum, Director, Human Capital Services, TriNet, Inc.

Moderated by: HMC Education Chair Victor Paredes

After nearly a year of pandemic social distancing, media companies have had to get creative in providing consumers with compelling content and interactive platforms. Learn how Don Francisco is returning to all screens with a new virtual talk show and how CNN en Español is augmenting its international news coverage with a new podcast featuring analysis and interviews with today’s top newsmakers by celebrated journalist José Levy.  

Speakers:

  • Jose Levy, Chief International Correspondent & Chief Correspondent in the Middle East for CNN en Español
  • Mario Kreutzberger, better known as “Don Francisco”

Moderated by: Cynthia Hudson, senior vice president and managing director of CNN en Español and Hispanic strategy for CNN/U.S. 

An advanced cultural literacy course including a deep dive into the “Cultural Closets” of Black & Hispanic Gen Z’s & their parents to discover what they are keeping, throwing out & adding, including elements crucial to cultural literacy, the value of “cultural comfort,” trust circles and stressors 

Presented by:

HMC Research Chair  Nancy Tellet. 

2020

Content is culture! Learn how multicultural Gen Zers stack up when it comes to tech obsession and content at their fingertips. What are they watching, and who’s getting it right? With SVOD, YouTube and social media featuring increasingly diverse & global content, how is that impacting our cultural perspective? 
 
Presented by:

HMC Research ChairNancy Tellet.

What are the cultural “fails” that make Gen Zers (ages 13 to 17) and their parents (ages 25 to 49) break up with a brand? We’ll show you some examples of what NOT to do, who notices these gaffes and what calculated cultural risks paid off. You’ll also learn the ins and outs of brand relevance, brand discovery, price points and other values meaningful to these segments.  

Presented by:

HMC Research Chair Nancy Tellet. 

Moderated by: HMC Education Chair  Victor Paredes 

What do candidates need to do to win votes? Will Hispanics decide vote in key battleground states? What role will Census and voter registration campaigns have? With COVID-19, Black Lives Matter, immigration, voter suppression and the intersectional struggles Hispanics share with other groups, this expert panel provides their insights and predictions for the 2020 Elections. 

Speakers: 

  • Fernando del Rincon, Host of “Conclusiones,” CNN en Español 
  • Juan Carlos Lopez, Senior Political Director and Anchor of DirectoUSA/Choque de Opiniones, CNN en Español 
  • Lori Montenegro, Head of Telemundo Noticias and Bureau Chief for Telemundo Washington DC Office 
  • Janet Rodriguez, White House Correspondent, Univision Network 

Moderated by: HMC Education Chair Victor Paredes. 

In addition to a pandemic, social justice movements and an election, 2020 marked the first time a generation–the 17-and-under segment–became a multicultural majority. HMC conducted quantitative and qualitative research among Gen Z (ages 13 to 17) and their parents (ages 25 to 49) to see how they view themselves, the world around them, and socio-political issues. Hear the results of this landmark study—spoiler alert: everything is culture! 

Presented by:

HMC Research Chair  Nancy Tellet. 

Moderated by: HMC Education Chair  Victor Paredes.