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 Webinars

JANUARY 17TH
2:00 PM ET

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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

Webinars on Demand

2022

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.

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.