As the growing U.S. Hispanic audience seeks more representation in the TV space, media companies and marketers are answering the call by embracing emerging technologies and unconventional partnerships to achieve scale.

Join Adweek for the second annual Elevate: Hispanic TV Summit. We're gathering executives and programmers, along with their partners, to share how they are attaining and maintaining cultural relevance and emotional connections.

Featured Speakers

Tarshena Armstrong
Tarshena Armstrong
Director, Diversity Marketing & Development
General Motors

Julissa Calderon
Julissa Calderon
Actress and Producer

Amanda Herald
Amanda Herald
Vice President of Marketing Strategy, Insights and Planning

Luis Izquierdo
Luis Izquierdo
AVP, Brand Strategy

Bilai Joa Silar
Bilai Joa Silar
Senior Vice President, OTT Content
TelevisaUnivision, Inc.

Philip Klint
Philip Klint
NY1 Noticias

Louis Maldonado
Louis Maldonado
Partner, Managing Director
d’expósito & Partners

Oscar Martinez
Oscar Martinez
Senior Brand Director Tecate & Innovation
Heineken USA

Isabel Rafferty Zavala
Isabel Rafferty Zavala
Founder and Chief Executive Officer
Canela Media

Rob Velez
Rob Velez
Vice President, Multicultural Sales

Ray Warren
Ray Warren
Telemundo Deportes

The Agenda at a glance

Opening Remarks

12:00-12:05pm ET

Main Stage

12:05-3:45pm ET

Closing Remarks

3:50-3:55 pm ET

12:00 PM - 12:05 PM
Adweek Opening Remarks
12:05 PM - 12:25 PM
The Streaming Wars: Everything Marketers Should Know to Attract Hispanic Audiences 

Media organizations are rushing to provide streaming options for the growing Hispanic audience. However, the Hispanic market is still a fragmented set of audiences and therefore, faces a lack of representation. How do Hispanic audiences become more intertwined and accounted for within overall streaming audiences and the content that the platforms are delivering? 

Join Isabel Rafferty Zavala, Founder and Chief Executive Officer, Canela Media and Bilai Joa Silar, SVP OTT Content, TelevisaUnivision, Inc. as they discuss the Hispanic streaming space and what it means for brand marketers to expand Spanish-language programming.  

Isabel Rafferty Zavala Bilai Joa Silar Bill Bradley
12:30 PM - 12:50 PM

Session details to be announced. 

Rob Velez
12:55 PM - 1:15 PM
Reframing How Brands Market Hispanic Audiences

From food and music, to television, Hispanic culture has made an immeasurable impact on brands marketing strategies. Companies who are continually positioning themselves in this market have proven to gain popularity nationally, with television significantly expanding programming that targets and reflects the Hispanic culture.

Hear from Luis Izquierdo, AVP of Product Brand Management at AT&T as he discusses the keys to becoming an influential advertiser and marketer for Hispanic audiences, and what strategies companies can implement into their own brand.

Luis Izquierdo Nicole Ortiz
1:20 PM - 1:40 PM
Mastering the Multicultural Market: How to Advertise with Impact

Today’s successful advertising strategies must be multiculturally inclusive and encompass the vast Hispanic market as part of its fundamental strategy. With over 60 million Hispanic consumers in the U.S. - and over 5.4 million in the New York market alone - brands are embracing the diversity, spending power, and relevance that this influential community brings to a brand’s bottom line.

Join Emmy Award-winning journalist (as well as anchor/writer/producer) Philip Klint of Spectrum NY1 Noticias in discussion with Partner & Managing Director at d'exposito & Partners (and Board Chair of New York’s Puerto Rican Day Parade), Louis Maldonado, as they discuss:

  • Strategies to successfully target and reach Hispanic consumers in a multi-screen campaign
  • How ad tech is maximizing ad dollars targeted at Hispanic audiences
  • The important nuances of individual communities within the overall Hispanic market
  • How the New York market helps inform a national advertising strategy
  • The importance of creative in any impactful Hispanic audience-driven campaign


Philip Klint Louis Maldonado
1:45 PM - 2:05 PM
Navigating Community and Representation in TV 

When Julissa Calderon checks something off from her goals list, she is reminded that doors which were once closed to the Latinos in the entertainment industry are finally opening. Most recently starring in Netflix’s Gentefied and the face of Got Milk’s Spanish-language campaign, Calderon remains part of the bigger picture. 

Join the Afro-Latina actress, writer and producer as she dives into the importance of representation in this space, how she navigated it, and the importance of community in all her endeavors. 


Julissa Calderon Colin Daniels
2:10 PM - 2:30 PM
Session details to be announced.
2:35 PM - 2:55 PM
Hispanic Upfronts: Reaching and Attracting Multicultural Audiences 

The common denominator in all upfront discussions is discussing the most successful formats to attract existing and new audiences, while being cognizant of new offerings that might widen a media platform and a brand’s market and base.  

Join Oscar Martinez, Senior Brand Director of Marketing, Heineken and Tarshena Armstrong, Director of Diversity Marketing and Development, General Motors to discuss multicultural media investments, allocating buying and spending in this space and as a result, properly engaging the multicultural audience.  

Oscar Martinez Tarshena Armstrong Luz Corona
3:00 PM - 3:20 PM
Expanding and Promoting Sports to all Audiences 

2022’s Super Bowl Sunday was the first time in history that the big game was televised on a Spanish-language broadcast network in the United States. How will outlets using sports to drive Hispanic audiences keep this momentum and what does this mean for overall brand marketing? 

Join Ray Warren, Telemundo Deportes President, who oversaw the recent coverage of the network’s first Super Bowl telecast, and NFL’s Amanda Herald, Vice President, Marketing Strategy, Insights & Planning on what marketing techniques were used to attract the Hispanic audience to tune in, and how the overall marketing and advertising strategy compares to English-language sports. 

Ray Warren AJ Katz Amanda Herald
3:25 PM - 3:30 PM
Adweek Closing Remarks

The Community