Archive → Septiembre, 2011
PepsiCo taps Huemanitas to lead Its Multicultural Retail & Shopper Marketing.
PepsiCo taps Denver-based agency Huemanitas to lead its multicultural retail and shopper marketing efforts. Huemanitas, an independent cultural marketing group, will partner with TracyLocke, PepsiCo’s longtime general market retail and shopper marketing agency of record, to deliver culturally relevant programming across PepsiCo’s beverage portfolio. The partnership enables the beverage giant the capability to create culturally relevant platforms targeting multicultural shoppers at retail.
The alliance between Huemanitas and TracyLocke presents a unique collaboration with Huemanitas providing cultural intelligence, strategy and creative platforms development. “With Huemanitas and TracyLocke together in lock step, we can now close the distance with multicultural shoppers along their path-to-purchase, to fully engage multicultural audiences at retail,” said Javier Farfan, Senior Director of Cultural Branding at PepsiCo.
The move comes on the heels of PepsiCo’s recent announcement that it is shifting Hispanic above-the-line duties from Dieste to Alma DDB and LatinWorks, all Omnicom agencies.
“We’re excited to be selected and partnering alongside TracyLocke to deliver fully integrated, culturally relevant programming for the portfolio” said Marcus Jiménez, Partner & Creative Principal at Huemanitas. “Our role is clear — drive brand adoption and conversion while growing brand equity amongst multicultural
shoppers through the creation of platforms that are rooted in culture and authenticity.”
According to Gail Brooks, Partner and Principal of Insights and Strategy at Huemanitas, the effort will require a disciplined, integrated, and holistic approach to shopper engagement. “Transcreation of general market programming is not enough. Engaging the multicultural consumer at retail requires a hyper-local strategy involving in-depth understanding of culture’s impact on shopper, retailer, and channel dynamics.
It’s not just about taking down national programs, but rather leveraging local market cultural intelligence to build platforms that can be scaled up and across markets as well.”
Prior to forming Huemanitas, Mr. Jiménez & Ms. Brooks were both key contributors in the multicultural below-the-line marketing efforts that made Coors Light a leading brand with Hispanic and African American audiences here in the U.S. Mr. Jiménez served as the Creative Director at Velocidad, the Hispanic division of The Integer Group, an Omnicom company, while Ms. Brooks served as the Strategic Planning Director at Street Source Marketing & Communications.
http://hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=32915
Nestle Launches “Construye El Mejor Nido”
The United States is undergoing the most dramatic demographic shift in over a century. The 2010 Census numbers show there are approximately 50MM people of Hispanic descent living in the United States, which represents 16% of the total U.S. population. To reach these consumers, Nestle USA has launched Construye el Mejor Nido (“Create the Best Nest”), a new communication platform that uses Nestle’s nutrition, health & wellness expertise to help Hispanic consumers nurture a fulfilling family life.
The Construye el Mejor Nido platform includes the following elements:
| Spanish-Language Television: 76% of Hispanic consumers watch Spanish language television. Three emotional television ads were developed to demonstrate how Nestle products fit into Hispanic consumers’ everyday life and help them to nurture their family’s lives. The ads also leverage and reinforce Nestle’s iconography of the “nest” in the Nestle corporate logo which conveys family, trust and well-being to Hispanics. This is the first time that this has been brought to life in the U.S. | ||
| Social Media: Facebook reaches 98% of Hispanic women 35-49 who go online. Facebook.com/ElMejorNido was created so that consumers can engage with the brand and each other, find cultural connection and share recipes and tips. The Facebook page also features contributions from Hispanic bloggers who represent a variety of Latino backgrounds. | ||
| Bilingual Lifestyle Website: 52% of Hispanics are online, and 47% visit Spanish-language sites daily. A new bilingual website, www.ElMejorNido.com, is designed for Hispanic families and features Hispanic bloggers and tips, articles, recipes and videos on food, wellness, culture and parenting. The site provides families with the tools to “create their best nests,” and includes an option for visitors to opt-in to receive ongoing communications that provide nutrition tips, new product introductions, ideas for connecting with their culture and special offers. | ||
| In-Store Marketing: Research indicates that Hispanic consumers shop multiple channels each week, so Construye El Mejor Nido will reach Hispanic shoppers in both independent and mainstream stores through culturally relevant in-store circulars, bilingual door hangers, and recipe booklets. | ||
| Engaging Sampling – Sampling is an important means for consumers to try new products. Nestle is partnering with Hispanic families as part of their real life celebrations via the distribution of “Fiesta Packs” filled with Nestle products, recipes, and party supplies. The packs provide consumers with high value samples, while introducing them to new products. | ||
Construye El Mejor Nido has been well received by consumers, with traffic to the website and Facebook page exceeding expectations. This is in large part due to the credibility and strong equity that the Nestle name has with consumers. This new program marks many firsts for Nestle including:
- 1st integrated multi-brand platform that crosses both consumer & shopper in the U.S.
- 1st time Nestle USA will invest behind the Nestle brand in a corporately branded TV campaign
- 1st time Nestle iconography of the “nest” is leveraged and brought to life in the U.S.
- 1st time Nestle USA will leverage its strong equity and drive associations between the Nestle brand and individual brands
For more information, visit elmejornido.com or Facebook.com/ElMejorNido.
http://www.hispanicprblog.com/hispanic-organization-news/el-mejor-nido.html
New England Patriots Doing Battle with Beer Giant
Posted by Mark J. Miller on September 28, 2011 01:09 PM
The New England Patriots have had a deal with MillerCoors for nearly 10 years and they’ll continue that relationship for another seven — if the company wins the lawsuit it filed against the team on Monday, according to CNBC.
The suit claims that the Patriots went back on a contract that it signed with the beer giant in order to go through with a different contract for the same time period with the archrival of MillerCoors, Anheuser-Busch InBev, CNBC reports.
The deal with MillerCoors (a joint venture of SABMiller and MolsonCoors) was supposedly so far along that not only was it signed, but celebrated “with a dinner by the marketing agent working on behalf of MillerCoors and the Patriots sales team,” according to the report. All MillerCoors would like is for the original deal to be put back into place and to get some extra dough to help out with “costs and goodwill,” CNBC notes.
“We expect to win and when we win we will be a great partner to the Patriots,” said Jackie Woodward, VP of media and marketing services for MillerCoors, according to the site. “We look forward to bringing our marketing muscle and activation prowess to bringing football to fans in New England.”
So fear not, Pats fans — there’s still hope that Tom Brady can once again be Miller Lite’s player of the week.
http://www.brandchannel.com/home/post/2011/09/28/New-England-Patriots-MillerCoors-Suit.aspx
Franchising Explodes in Latam
By Bruno Almeida on September 2, 2011 in Advertising, Economy, Marketing
( This post is also available in: Spanish )
While Latam emerges as the hottest retail market in the world, local and international firms are heavily expanding their brands all over the region. These include Taco Bell, Calvin Klein, Subway, Swarovski, JW Marriott, Chili’s, KFC and more. Among the hot Latin American franchise markets:
Colombia
• 400 franchised outlets by the end of 2010 but should have 500 more by the end of 2012—a 125% increase
• Century 21 plans to launch 8-10 franchises in 2011
• Recent entries include Taco Bell (part of Yum! Brands, which includes Pizza Hut and KFC), which opened its first store in Bogotá in November
• Spanish retail giant Inditex has been in the market since 2007 with its Zara store, following that up with Bershka and Stradavarius stores, which draw younger, trendy shoppers
• JW Marriott opened in Bogotá in 2010, while InterContinental, Meliá and Sheraton all plan to launch hotels in the Cartagena area
Brazil
• Favors local over international franchises: 92% are Brazilian
• The franchise sector grew by 70% between 2005 and 2009, with double-digit growth projected for 2011
• Women driving growth with new purchasing power: beauty treatment stores like Onedera have expanded by 30% in the past 3 years
• Language schools are also taking off due to Brazil hosting the 2014 World Cup and the 2016 Olympics: top firms include Grupo Multi, owner of Wizard, Skill, Alps and Quatrum language school franchises
Peru
• A shopping mall construction boom is fueling the franchise growth
• Food franchises are 80% of the market, with key players including McDonald’s, Burger King, Subway and Dunkin’ Donuts
• One of the fastest-growing franchises is local—Pardo’s Chicken, projected to more than double over the next 4 years from 22 to 50-plus stores
Mexico
• A more mature franchise market, but it still posted 10% growth in 2010
• CKE Restaurants (franchisor of Hardee’s Carl’s Jr. and La Salsa chains) has 128 stores, opening 15-20 per year over the past 5 years
• Mail Boxes Etc. has grown to 52 stores since entering the market in 2004
Argentina
• 500 franchises with 20,000 outlets nationwide, growing 14% annually
• Fastest-growing sectors are restaurants (34%) and clothing (21%)
• Growth likely in Argentina’s interior in cities like Córdoba, Mendoza and Rosario
• New franchises opening include Hollywood Burger, Cala Pizza, Reina Batata and Markus Day Spa for Men
• Subway is opening 3 stores per month in Argentina and is expected to add an additional 20 by the end of 2011, half of them in Mar del Plata, Rosario and Córdoba
• Desarrollos Gastrónomicos, S.A. is targeting Argentina with more KFC, Pizza Hut and Wendy’s outlets in the near term
Maybe ZenithOptimedia’s projected 26% in Latam ad spend in 2011—on top of a 21% growth in 2010—will prove to be conservative.
http://newsletter.usmediaconsulting.com/2011/09/franchising-explodes-in-latam/
Brazilian Creative Renata Florio Joins U.S. Hispanic Shop Wing
U.S. Hispanic shop Wing is breaking with tradition and naming a female, Brazilian creative from Sao Paulo as the agency’s new chief creative officer. Renata Florio, who was most recently executive creative director at Peralta StrawberryFrog in Sao Paulo, moved to the U.S. this week to start her new job at Wing after almost 20 years at some of Brazil’s most creative ad agencies.
Renata FlorioIn the U.S. Hispanic market, creative directors are most often from Mexico or Argentina, and are rarely from Portuguese-speaking Brazil (one exception is Laurence Klinger, EVP and chief creative officer at Leo Burnett’s Hispanic agency Lapiz). And only a handful of creative directors are women.
Ms. Florio, 45, said she started her career as a Portuguese teacher and, finding herself teaching writing to aspiring copywriters, decided to try copywriting herself. She was a copywriter at F/Nazca Saatchi & Saatchi and Almap BBDO, and executive creative director until last year at DM9 DDB — three of Brazil’s most creative ad agencies.
Alain Groenendaal, Wing’s president-CEO, said he worked with a headhunter to review a long list of candidates from the U.S., Latin America, Spain and even London, and kept coming back to Ms. Florio.
“She’s won all the awards [but] she’s a very pragmatic leader,” he said.
Ms. Florio has picked up eight Cannes Lions trophies for her work in Brazil, and has experience working for marketers such as Procter & Gamble — a major Wing client — and Spain’s Telefonica on a regional basis in Latin America as well as in Brazil.
“I called it the United Nations of Telefonica,” Ms. Florio said of a campaign for the Spanish telecom company that required her to manage a creative team from all over Latin America gathered in Brazil, a shoot in Argentina and a production company from Spain.
Her experience is a good fit for Wing, where Mr. Groenendaal said the 60-person agency’s business is about 45% U.S. Hispanic, 20% general market (including general-market work for Goya Foods), and 35% work with Latin America.
Brazilian creatives tend to be less likely to venture out of their own market than Argentines, who come from a relatively small country and have become adept at snagging regional assignments for Latin America and top creative jobs at U.S. Hispanic agencies. By contrast, Brazilians speak a different language, have a huge domestic market, and thrive in a fast-moving highly creative country where the best ads quickly become part of the popular culture. Creatives in Brazil are also extremely well paid, thanks to a uniquely structured local ad industry in which all media specialist agencies are banned and ad agencies handle media as well as creative, on full commission. The healthy profits let agencies invest heavily in the creative product.
As a nation, Brazilians enter more work at the Cannes Lions International Festival of Creativity than any other country except the U.S. Ms. Florio’s Gold Lions include awards for FedEx, Kiss FM radio, Latinstock photos, and a six-page print ad for Cepacol dental floss in which the floss wrestles a huge piece of meat through the crack in the center of a glossy white double page spread.
Mr. Groenendaal joined New York-based Wing three years ago from La Comunidad and has revamped much of the agency, hiring top planner Andrew Speyer last year as head of strategy. Only about 40% of Wing’s business is aligned with parent Grey, and Mr. Groenendaal said he expects revenue to be up by about 20% this year. As well as adding more of a creative face to the agency, Ms. Florio’s past experience includes Brazilian agencies that are relentless pursuers of new business.
Ms. Florio succeeds Gustavo Asman, who is leaving Wing after five years.
Consumer product packaging in plastic going green
The decades-old duel between Coca-Cola and Pepsi has entered new territory. As the soda behemoths spar for world’s top soft drink, the battle isn’t just about what’s in their bottles. It’s about what’s in their plastic.
In 2009, the Coca-Cola Co. said it would sell its Dasani water products in bottles containing up to 30 percent sugarcane-based polyethylene terephthalate plastic, or PET.
It touted the “PlantBottle” as the latest in eco-friendly food packaging.
Then PepsiCo dropped a biobottle bombshell in March, saying it had developed PET containers that were 100 percent petroleum-free.
The beverage industry is not alone in the race to produce the greenest consumer product packaging. The trend has spread across grocery shelves to ketchup bottles, shampoo containers, chip bags and even cell phone accessories.
“There’s a lot of pressure. Everyone’s always followed Pepsi and Coke,” said Ed Glatzer, director for commercial development for IHS, a global consulting firm. “Sustainability is the catch word.”
The most common forms of plastic packaging are crafted from natural gas and crude oil. Plastics account for about 4 percent of the world’s petroleum use, according to the PET Resin Association. The petrochemical industry uses a chemical process to turn petroleum gases and liquids into solid plastics that offer a spectrum of thickness and durability, from plastic bags to milk jugs.
Market will skyrocket
So far, the nascent bioplastics industry has hardly encroached on that petroleum dependency. Less than 1 percent of plastics used nationally come from biological sources like sugarcane and corn, said Melissa Hockstad, vice president of science technology and regulatory affairs for the Society of the Plastics Industry.
But researchers predict the market will skyrocket in the next several years because of technological advancements, new manufacturing plants and increased interest in bioplastic packaging.
Global demand for plant-based plastics is estimated to reach 600,000 metric tons by 2013, a 26-fold jump in five years, according to a 2008 report by the market research firm The Freedonia Group.
“We’re seeing it from the big companies, and we’re seeing the individual consumers have more interest in the products they are buying,” Hockstad said. “Bioplastics will grow at a significant pace.”
Coca-Cola markets its plant-based Dasani water container with a green recycling triangle and PlantBottle label. Heinz ketchup’s biocontainer entices earth-conscious buyers with a label reading, “Guess what my bottle is made of?”
Not all the same
But not all bioplastics are created the same. In 2010, PepsiCo subsidiary Frito-Lay temporarily pulled its corn-based SunChips bag, made of a bioplastic called polylactic acid, or PLA, after consumers complained that it made too much noise.
PLA biodegrades in certain environments, but most facilities that recycle petroleum-based plastics aren’t equipped to handle PLA.
Bio-PET, on the other hand, is recyclable. But it doesn’t biodegrade, so its bottles can become long-lived litter.
PepsiCo’s March announcement shook the plastics industry, because as far as most knew, the technology didn’t exist to produce 100 percent bio-PET bottles. “That press release mystified many people,” said Marifaith Hackett, a specialty chemicals consultant for IHS.
The industry is well versed in producing ethylene glycol, the chemical making up 30 percent of PET’s weight, from biological sources. Producing the other 70 percent, called terephthalic acid, from plants on a commercial scale has remained a mystery. But Pepsi says it has cracked the code.
Pepsi figures it out
“Working with a few partners around the globe, PepsiCo’s Advanced Research team determined the pathway to create both compounds, and thus PET, using 100 percent plant-based renewable sources,” including switch grass, pine bark and corn husks, a spokesman said.
Pepsi says it will pilot its petroleum-free bottle next year, but hasn’t established a date for its full commercialization.
Plant-based PET is attractive to packagers because it is virtually identical to its petroleum version, with no unexpected properties or behaviors, said Jeff Wooster, sustainability leader for Dow Chemical.
Dow has announced that it is building a huge plant in Brazil to produce ethanol from sugarcane, an early step in the creation of bioplastic.
The plant will help address the biggest impediment to growth in the bioplastics industry – the pricey infrastructure it requires, Wooster said.
“You can’t just flip a switch and produce biobased plastics the next day,” he said. “It requires a large capital investment.”
Investment in Brazil
Much of that investment is being made in Brazil, which is on its way to becoming the world’s largest producer of bioplastics, outpacing production facilities in North America, Western Europe and Japan, according to The Freedonia Group.
Even with their booming growth, bioplastics won’t threaten the demand for their petroleum siblings any time soon, Wooster noted. In general, natural gas remains the most efficient, and often the cheapest, way to produce plastic.
“We don’t expect that to go away any time in the near future,” he said. “That’s good news for the natural gas and oil folks.”
http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2011/09/27/BULA1L78PH.DTL&type=business
President Vicente Fox challenges Corporate Leaders to greater commitment to the Hispanic Market.
By Lili Gil, Business Strategist, Media Contributor and Co-Founder XL Alliance
“Instead of building walls, we should be building bridges” was one of the remarks former Mexican President Vicente Fox shared with top corporate leaders when asked about what message should we use to make business see and believe in the importance of the Hispanic market.
While many remember him as the former president of Mexico (2000-2006) during difficult times of drug-violence and immigration back-lash, Vicente Fox has a deeper story of personal progress and inspiration to tell.
Behind the politician and visionary there is a humble man whose dreams were bigger than life and whose family values and cultural pride remain at the core of who he is in life, politics and business.
Fox rose through the ranks at Coca-Cola where he started as a route supervisor, driving a delivery truck, to eventually becoming the President of Coca-Cola. As the President of Coca Cola Mexico, Fox helped Coca-Cola become Mexico’s top-selling soft drink, increasing Coca-Cola’s sales by almost 50%. After his corporate career, he made history in Mexican politics as the first one in 71 years to defeat, with 42 percent of the vote, the then-dominant Institutional Revolutionary Party (PRI). Fox certainly has a unique story that combines struggle, perseverance and achievement; one to inspire Latinos and American corporate leaders alike.
This past August while at the Hispanic Retail 360 Summit, the former president addressed an exclusive group of hundreds of corporate executives and marketers in San Diego, CA as they gathered to share case studies, new trends and opportunities to reach the fastest and largest growing consumer segment in the U.S.; Latinos. Beyond advertising, the conference addressed concerns of retailers and CPG’s alike wanting to win over the Hispanic shopper where it matters most; at the point of sale.
As the keynote speaker, Fox’s authority as former corporate executive combined with his ability to manage the complexities of running a nation, gave him a unique level of authority to challenge a tough audience of 605 leaders including 150 VP and C-level executives. From candid remarks for a new NAFTA vision and his suggestions on ending the border drug violence to tips for renewed corporate leadership, Vicente Fox got down to business. In an exclusive interview produced by XL Alliance, he provided advice that is simple yet deep and insightful, presenting new challenges for executives wanting to truly differentiate in the 21st century.
Q. What kept you motivated as you rose through the ranks of Coca-Cola and then again to be President of Mexico?
A. What nourishes us at home and in school is what inspires us. When we get awareness and learn about the great potential that we all human beings have, we are able to discover our leadership, said Fox. People that don’t do that exercise go through life being mediocre. We need to be aware of what we are capable of first and realize that if you place your dreams really really high, you do have the potential to get to that level..
Q. What purpose should corporations, retailers and brands live up to?
“I think one purpose is very clear among corporations and business leaders: make profits, deliver high return for stockholders, conquer markets, service consumers and create jobs. But in today’s world demands from corporations and leaders are much more than that. We need to understand what people really want at the very end… it’s not just a job or money. People want challenges, happiness and want to be successful. Is not just about providing a service but committing to those customers and communities”, said Fox. This is why as part of some work Fox is doing with the Gallup Organization, corporations are being encouraged to create the role of CCO (Chief Cultural Officer) dedicated to the social commitment mentioned above. “That is exactly what the future is for corporations”, said Fox.
Q. Beyond numbers, what message should we use to make business leaders see and believe in the importance of the US Hispanic Market?
“You have to believe in the Hispanic market”, said Fox. He also shared his disappointment as he said, “this great nation has moved from globalization into speaking the language of isolation. Instead of building walls, we should be building bridges of understanding, trading, exchange… we should even be building bridges of love and compassion so that we can build blocks that are successful, competitive and enable us to accomplish the dream in this 21st century. This was the vision of the founding fathers…”
Vicente Fox currently serves as co-President of the Centrist Democrat International, an international organization of Christian democratic political parties.
Stay current with Hispanic Marketing insights and subscribe to HispanicAd.com . And stay connected to the latest happenings in news and pop culture with a Latino business perspective watching YouTube’s 1st and Only Hispanic Business Channel: Moments to CultuRise with Lili Gil. Contact: Twitter @liligil or visit myculturalintelligence.com .
Domino’s Goes Artisanal with Top Chef Fan Fave Fabio
Continuing on our pizza theme, “Artisanal” is probably not the first word people think of when they think of pizza-delivery king Domino’s.
Whether their line cooks are artisans or not, 51-year-old Domino’s is attempting to push it into a market that would order such pies rather than depending on your basic pepperoni/mushroom/cheese pies.
The Michigan-based company today adds Domino’s Artisan Pizza to its menu, and a Twitter and Facebook promotion is touting its three new pie flavors: Spinach & Feta, Italian Sausage & Pepper Trio, and Tuscan Salami & Roasted Veggie.
“We have never launched anything that showcases our quality ingredients and craftsmanship quite like Artisan Pizza,” said Domino’s Pizza president and CEO Patrick Doyle in a press release. “Consumers really need to see and taste these pizzas to believe them.”
A national TV campaign for the new pizzas started earlier this week; one of them (below) features celebrity chef Fabio Viviani, an Italian-born fan favorite on Bravo’s Top Chef, who responded to a Twitter follower that he’s promoting the Domino’s launch “cause I liked the pizza.”
http://www.brandchannel.com/home/post/2011/09/27/Dominos-Artisan-Pizza.aspx
Ad of the Day: Kmart Sofia Vergara is every woman as she introduces her new fashion line
Sexy, talented, funny, fashionable, multicultural. If you set out to manufacture the perfect spokeswoman for 2011, you couldn’t do much better than Sofia Vergara. She’s the “it” girl on so many levels, it’s hard to think of a woman who even comes close to the Modern Family actress’ broad appeal.
Which is why blue-chip advertisers are flooding to her. She did that Diet Pepsi campaign, the “Got milk?” ad, and has signed with CoverGirl. And now she’s introducing a new fashion line at Kmart—a perfect corporate match for her down-to-earth style. It’s also perfect that Peterson Milla Hooks, the Minneapolis agency that handled Target’s advertising for ages and visually helped to pioneer the cheap chic concept, is now working with Kmart to bring Vergara’s line to life in commercials.
Check out the spot below. It takes the idea that Vergara’s clothing line is for everyone and makes it literal, as she morphs into a range of other women—of all sizes and colors—and then becomes herself again for the pitch at the end. “Hello. I’m Sofia Vergara, and I’m not afraid to work with what I’ve got,” she says in her heavy Spanish accent. (It’s Vergara’s voice throughout, mouthed by the other women as they cycle through.) “I say, if you’ve got this, show this. You’re a woman, so dress like a woman. Be proud. Be sexy. My collection is at Kmart. So, go!” At each transition, the women pull their dresses over their heads to reveal the next woman in the sequence. This shows off a handful of garments nicely—and subtly reinforces the notion that while these are fashions for all kinds of women, they also offer a range of looks to shake up any individual woman’s wardrobe.
“I want women to be able to buy the Kmart clothes and look [at the clothes in] the magazines and say, ‘Aaah, this looks a little bit like the dress that I own for 20 bucks, but of course it’s a $3,000 dress,’” she said at the launch last week.
Timing was everything, as the line launched a day after Modern Family conquered the Emmy Awards (once again). Vergara wore a red, one-shoulder gown by Vera Wang that night. But in the end, she might be known more for her $29 denim jeans.
http://www.adweek.com/advertising-branding?page=3
Univision launches ‘Hispanic 411: Insights to Grow Your Business’ Webinar Series.
Univision Communications Inc. announced that it has launched a new webinar series “Hispanic 411: Insights to Grow Your Business.” Implemented by Univision’s Client Development Group. The Hispanic 411 webinar series will help marketers further develop and execute strategies to win with Hispanic consumers.
The first Hispanic 411 webinar takes place on Wednesday, Sept. 28 at 2 p.m. ET and is open to all brand marketers and agency professionals. The hour-long interactive discussion will showcase insights from recent video ethnographies conducted with bicultural Hispanics in key markets across the U.S. revealing: the keys to understanding acculturation; how emotion and language are inseparable; and why reaching Hispanics “in culture” is critical. To register for the webinar, please click here.
“As we work with marketers and agencies across the country, we often get asked questions like ‘which of my brands has a right to win,’ to ‘which creative execution will drive action,’” said Lisa McCarthy, executive vice president, Client Development Group at Univision Communications. “Through this webinar series, we aim to answer these types of questions on a wider scale and help marketers engage Hispanics. We will feed the industry’s insatiable appetite for actionable information on this powerful consumer group.”
Leading the conversation on acculturation and language on Sept. 28 are Univision’s Graciela Eleta and Liz Sanderson. Eleta is senior vice president of Univision’s Client Development Group. She spent 21 years at Procter & Gamble, most recently as vice president for Multicultural Business Development where she was responsible for developing marketing and retail strategies to reach Hispanic and African-American consumers. Among her professional accolades, she was honored as one of Advertising Age’s 2009 Women to Watch.
Sanderson is a senior director in the Client Development Group leading consumer packaged foods and shopper marketing. She is also a veteran of Procter & Gamble, spending 16 years there honing her skills in brand development and restaging, commercial innovation and go-to-market strategy.
Throughout the coming months, Univision will host additional webinars on topics such as Hispanic creative, the Hispanic patient and the Hispanic sports fan.