12:00 PM — 12:05 PM ET
Adweek Opening Remarks
Welcoming remarks and a look at the event.
Featuring:
Danny Wright, Chief Brand Officer, Adweek
12:05 PM — 12:25 PM ET
In Conversation with José Díaz-Balart
Over the last 32 years, Emmy award-winning bilingual news anchor Jose Diaz Balart has served as a familiar face for Hispanic and American audiences. Currently leading two weekly programs: Noticias Telemundo and NBC Nightly Saturday News, Diaz Balart has reported on major political events and movements. Join Adweek as we sit down with the Diaz Balart to discuss the nuances of speaking with two audiences.
Featuring:
José Díaz-Balart, Anchor, “Noticias Telemundo” and “NBC Nightly News Saturday”, Telemundo
A.J. Katz, Senior Editor, TVNewser, Adweek
12:30 PM — 12:50 PM ET
The Inclusivity Imperative: Why Hispanics are the Fastest Path to Your Brand’s Growth
Join us for an insightful discussion with Univision’s EVP of Research, Insights and Analytics, Roberto Ruiz, and Kantar’s Chief Knowledge Officer, J. Walker Smith, as they shed light on what Smith has termed “the inclusivity imperative” and how any brand looking to grow must include U.S. Hispanics in their marketing strategies.
Featuring:
Roberto Ruiz, Executive Vice President of Research, Insights and Analytics, Univision
J Walker Smith, Chief Knowledge Officer, Kantar Consulting
12:55 PM — 1:15 PM ET
Properly Engaging Hispanic Consumers
It’s important for marketers to understand that hispanic consumers cannot be lumped into one category - like any other target base, communication strategies must be personalized. Join this discussion to learn how to properly reach, engage and build loyalty with this often misunderstood demographic.
Featuring:
Marina Filippelli, Chief Executive Officer, Orci
Michael Roca, Managing Director, Multicultural, PHD
Ricardo Aspiazu, Director, Creative Marketing, Verizon
Nicole Ortiz, Senior Editor, Adweek
1:20 PM — 1:40 PM ET
How To Reach Hispanic American Audiences Authentically With Music Videos
Hispanic American audiences are faced with endless choices when it comes to content, yet music videos continue to reach audiences larger than the traditional endemic networks. Whether tuning into the Vevo Latino channel or finding their favorite Regional Mexican band on VOD, Vevo offers the Hispanic American viewer endless ways to interact with the most coveted content in the living room. Join us to learn more about how brands can harness the power of music videos to reach the Hispanic American consumer within the most culturally relevant environment.
Featuring:
Robert Velez, Director of Multicultural Ad Sales, Vevo
Elizabeth Campbell, Senior Director of Marketing, Cultural Engagement Strategy, McDonald's
1:45 PM — 2:05 PM ET
HBO Max
Session details to be announced.
Featuring:
Jackie Gagne, Senior Vice President, Multicultural Marketing, HBO Max
Jason Lynch, TV Editor, Adweek
2:10 PM — 2:30 PM ET
NY Interconnect
Session details to be announced.
Featuring:
Sandra Alfaro, Executive Vice President, Managing Partner, 305 Worldwide Horizon Media
Philip Klint, Anchor and Producer, NY1 Noticias
2:35 PM — 2:55 PM ET
Amplifying Messaging by Targeting Specific Demographics
Seismic changes in the TV and streaming industries have brought about major innovation - allowing for an unparalleled opportunity to reach certain demographics at specific touch points. Leaders in the space have had to reconsider ad formats and how to amplify messaging. Join Adweek as we hear from three major streaming platforms on how they’re streaming directly to the Hispanic audience and plans for growth in 2021.
Featuring:
Scott Reich, Senior Vice President of Programming, Pluto TV
Romina Rosado, Executive Vice President, Entertainment and Content Strategy, NBCUniversal Telemundo Enterprises
Rafael Urbina Quintero, General Manager and Executive Vice President of AVOD Streaming, Univision Communications Inc., and Chief Executive Officer, VIX
Kelsey Sutton, Streaming Editor, Adweek
3:00 PM — 3:20 PM ET
The Purchasing Power of 200%ers®
NBCUniversal Telemundo Enterprises established the term 200%ers® to describe the unique population that is 100% American AND 100% Hispanic. 200%ers® are bilingual, share values from both cultures, and flawlessly navigate both worlds. In this session, we’ll explore the purchase behaviors of 200%ers® and showcase what makes them such a valuable consumer for brands.
Featuring:
Carla Kelly, Senior Vice President, Client Partnerships, Hispanic Multicultural - Advertising Sales & Partnerships, NBC Universal Telemundo
Dana Sparber, Vice President of Insights and Positioning, NBC Universal Telemundo
3:25 PM — 3:35 PM ET
Discovery
Session details to be announced.
Featuring:
David Tarido, Vice President, Integrated Ad Sales and Marketing, Discovery
Adriana Waterston, Senior Vice President of Insights and Strategy, Horowitz Research
3:35 PM — 3:55 PM ET
Unpacking Multicultural Audiences with GroupM
As the President of GroupM Multicultural, Gonzalo Del Fa plays a key role in all aspects of the multicultural media and marketing efforts initiated by all of GroupM agencies and clients. Join Adweek as we sit with Del Fa to discuss representation in the Hispanic marketing space, and the importance of in-culture content across television and video platforms to provide clients with relevant views on multicultural audiences.
Featuring:
Gonzalo Del Fa, President of Multicultural, GroupM
Luz Corona, Community Content Manager, Adweek
3:55 PM — 4:00 PM ET
Adweek Closing Remarks
Thank you for joining us!
Featuring:
Danny Wright, Chief Brand Officer, Adweek
