TV has transformed from a conventional experience to an all time, all access opportunity for the modern viewer and advertiser. The Hispanic community, which makes up over 60 million citizens in the U.S., has been one of the fastest-growing consumers in the space. 

Join Adweek for our first annual Elevate: Hispanic TV where we welcome TV stars, networks and advertisers to discuss engaging the Hispanic audience, data trends and advertising opportunities.

Featured Speakers

Sandra Alfaro
Executive Vice President, Managing Partner

Ricardo Aspiazu
Director, Creative Marketing

Elizabeth Campbell
Senior Director of Marketing, Cultural Engagement Strategy

José Díaz-Balart
Anchor, “Noticias Telemundo” and “NBC Nightly News Saturday”

Gonzalo Del Fa
President of Multicultural

Marina Filippelli
Chief Executive Officer

Jackie Gagne
Senior Vice President, Multicultural Marketing

Carla Kelly
Senior Vice President, Client Partnerships, Hispanic Multicultural - Advertising Sales and Partnerships

Philip Klint
Anchor and Producer

Rafael Urbina Quintero
General Manager and Executive Vice President of AVOD Streaming, Univision Communications Inc., and Chief Executive Officer, VIX

Scott Reich
Senior Vice President of Programming

Michael Roca
Managing Director, Multicultural

Romina Rosado
Executive Vice President, Entertainment and Content Strategy

Roberto Ruiz
Executive Vice President, Research, Insights and Analytics

J. Walker Smith
Chief Knowledge Officer

Dana Sparber
Vice President of Insights and Positioning

David Tardio
Vice President, Integrated Ad Sales and Marketing

Robert Velez
Director of Multicultural Ad Sales

Adriana Waterston
Senior Vice President of Insights and Strategy

+ more to be announced shortly!

Agenda Overview

12:00 PM — 12:05 PM ET

Adweek Opening Remarks

Welcoming remarks and a look at the event.


Danny Wright, Chief Brand Officer, Adweek

Danny W




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.


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.


Roberto Ruiz, Executive Vice President of Research, Insights and Analytics, Univision
J Walker Smith, Chief Knowledge Officer, Kantar Consulting

RobertoJ Walker




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.


Marina Filippelli, Chief Executive Officer, Orci
Michael Roca, Managing Director, Multicultural, PHD
Ricardo Aspiazu, Director, Creative Marketing, Verizon
Nicole Ortiz, Senior Editor, Adweek

Marina FMichael RRicardo AMichael R




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.


Robert Velez, Director of Multicultural Ad Sales, Vevo
Elizabeth Campbell, Senior Director of Marketing, Cultural Engagement Strategy, McDonald's

Robert VElizabeth C




1:45 PM — 2:05 PM ET

HBO Max Pa’lante: Creating a Streaming Community for Latinx Viewers

HBO Max’s newly launched Pa’lante initiative will work to spotlight Latin and Latin American voices and creators through original content partnerships. After a decade of developing campaigns to strategically engage multicultural audiences, viewers demanded offerings more aligned with their identities from WarnerMedia. Jackie Gagne, Senior Vice President of Multicultural Marketing at HBO Max sits down with Adweek to discuss how the audience-first campaigns are set to expand their imprint across social channels while strategically delivering culturally relevant programming to the Latinx community.


Jackie Gagne, Senior Vice President, Multicultural Marketing, HBO Max
Jason Lynch, TV Editor, Adweek

Jackie GJason L




2:10 PM — 2:30 PM ET

The Importance of the Hispanic TV Market in Advertising & Why New York Matters

Marketing to Hispanic audiences is more than a multicultural opportunity; it’s a business imperative. With over 60+ million Hispanic consumers in the US, this significant market is one of the fastest growing consumer segments in the country. Hispanic inclusion in every marketing strategy is a must. Join Emmy Award-winning journalist, Philip Klint, of Spectrum NY1 Noticias and Sandra Alfaro, EVP/Managing Partner of Horizon’s 305 Worldwide in a fireside chat to discuss why the Hispanic market is so important in advertising, marketing and TV media as well as why New York is an important market when considering Hispanic populations.


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.



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

Scott RRominaRafaKelsey S




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.


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

Carla KDana S




3:25 PM — 3:35 PM ET

Towards a Nuanced and Sophisticated Understanding of U.S Hispanic Audiences

For way too long, the Hispanic market has been treated as monolithic; when in fact it is an audience that is incredibly diverse, heterogeneous, and often underestimated. A more nuanced approach to advertising messaging, planning and content development is critical in order to succeed in reaching and resonating with this burgeoning audience. Join thought leaders Adriana Waterston and David Tardio in an exploration of five key themes to keep in mind as you seek to connect with U.S. Hispanic audiences in today’s media ecosystem: Elevation, Diversity, Sophistication, Curation, and Relevancy.


David Tardio, Vice President, Integrated Ad Sales and Marketing, Discovery
Adriana Waterston, Senior Vice President of Insights and Strategy, Horowitz Research

David TAdriana




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.


Gonzalo Del Fa, President of Multicultural, GroupM
Luz Corona, Community Content Manager, Adweek

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3:55 PM — 4:00 PM ET

Adweek Closing Remarks

Thank you for joining us!


Danny Wright, Chief Brand Officer, Adweek

Danny W




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