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LEXUS: ONE COMMUNICATION STRATEGY WITH MULTIPLE TARGET CONSUMERS
One of the challenges of creating a multicultural marketing campaign is to maintain brand identity and still be culturally relevant at the same time. In this session, discover how Lexus faced the challenge of delivering a consistent message across all targets for a critical new product launch, while ensuring cultural relevance to diverse consumer groups. Lexus will also share how they developed a unique strategy and campaign implementation to target this top luxury brand to the Hispanic, African American and LGBT segments.
Steve Jett
National Marketing Communications Manager
Lexus Division - Toyota Motor Sales
Aaron Walton
Co-founder
Walton | Isaacson
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DISNEY DESTINATIONS: "VOTA POR" VILLAINOUS FUN WITH DISNEYLAND
Hispanic insights leads the way for the Disneyland Resort Marketing Strategy team! This session will showcase how they approach multicultural marketing in a very diverse marketplace. They will share a recent Halloween case study that makes the business case for diversity and demonstrates how this unique marketing approach delivered the message to all audiences in a highly engaging and entertaining way.
Sheldon Duncan
Manager, Marketing Strategy
Disney Destinations
Cheryl Spence
Disneyland Resort Reginal Marketing Strategy
Disney Destinations
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TREASURY WINE ESTATES: WINE & THE HISPANIC MARKET
Although beer and tequila get plenty of advertising dollars, the wine category has largely ignored the Hispanic segment except for a few holiday advertisements or translations of general-market campaigns. According to a recent study, since 2005 wine consumption among Hispanics has grown by 35% which is three times the rate of the general market and Hispanics account for 50% of growth in the wine category versus the general market. Treasury Wine Estates will take you through the Beringer brand's unique marketing strategy to leverage this surge in Hispanic wine drinkers through a targeted and culturally inclusive multi-platform marketing campaign that includes television advertising, TV vignettes, and experiential components with local chefs as well as in store promotions. You will also hear about the key learnings from the campaign that Beringer is using to elevate the Hispanic effort to the next level.
Peter Willmert
Director, Marketing, Beringer Vineyards
Treasury Wine Estates
Elizabeth Barrutia
Founder & President
BARÚ Advertising
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CHANGING THE GAME: MULTICULTURAL MOVIE MARKETING
Rick Ramirez
Senior Vice President
Warner Brothers Pictures
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TOYOTA Y TELEMUNDO: AN ONGOING RELATIONSHIP ENGAGING CONSUMERS AND CELEBRATING HISPANIC PRIDE
Toyota and Telemundo partner together to engage Hispanics through the content they love: NOVELAS. Product integration has expanded to Toyota owning a leadership position in the novela space where the Hispanic community gathers together. We'll share the program currently on-air that builds on the success of Toyota's "Somos Muchos"/ "We Are Many" campaign. Encouraging Hispanics to express pride in their country of origin, Toyota and Telemundo are engaging Hispanic viewers to start a conversation and build a sense of community while showcasing the Toyota brand. The campaign features never-been-done-before audience participation, where fans not only express their pride, but see it woven into their favorite novela on air, Los Herederos Del Monte.
Pablo Buffagni
Senior Vice President, Chief Creative Officer
Conill
Dionne Colvin
National Marketing Media Manager
Toyota
Deborah Contreras
Network Account Executive
Telemundo
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UNIVERSAL MUSIC GROUP: WHAT DOES YOUR BRAND SOUND LIKE?
Music is the one thing that speaks to people from all cultures and is the underlying key element in creating a brand identity. In this session, Universal Music Group, which is the largest record company in the world will share key learnings on how to create the right music strategy for your brand to achieve awareness, brand recognition and recall and ultimately brand loyalty. You will learn how to create the right music strategy as well as the tools necessary to execute a successful music program specific to Hispanic, African American, Asian and General Market segments.
Gustavo Lopez
President
Universal Music Group
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