Hispanic Market

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PepsiCo: Marketing to the New Mainstream

Simon Lowden, chief marketing officer, Pepsi Bottling Company, PepsiCo, Inc., Javier Farfan, senior director, cultural branding, PepsiCo, Inc., and Salvador Padron, cultural insights, PepsiCo, Inc., discussed how Pepsi is moving from multicultural marketing to cultural branding to target the new mainstream consumer.

PepsiCo: Marketing to the New Mainstream

Simon Lowden, chief marketing officer, Pepsi Bottling Company, PepsiCo, Inc., Javier Farfan, senior director, cultural branding, PepsiCo, Inc., and Salvador Padron, cultural insights, PepsiCo, Inc., discussed how Pepsi is moving from multicultural marketing to cultural branding to target the new mainstream consumer.

PepsiCo: Marketing to the New Mainstream

Simon Lowden, chief marketing officer, Pepsi Bottling Company, PepsiCo, Inc., Javier Farfan, senior director, cultural branding, PepsiCo, Inc., and Salvador Padron, cultural insights, PepsiCo, Inc., discussed how Pepsi is moving from multicultural marketing to cultural branding to target the new mainstream consumer.

Shopper Marketing: Connecting with Consumers at the Point of Purchase

This ANA Insight Brief explores radical new developments in shopper marketing. Learn about marketing from the other end of the funnel, social commerce, mobile coupons, and Google’s Zero Moment of Truth. Case studies from PepsiCo and Gap are also shared.

nuvoTV: The Bilingual, Bicultural Latino

Craig Geller, SVP of ad sales, nuvoTV, highlighted key research supporting the need to engage the bicultural Latino as a unique and growing demographic.

nuvoTV: The Bilingual, Bicultural Latino

Craig Geller, SVP of ad sales, nuvoTV, highlighted key research supporting the need to engage the bicultural Latino as a unique and growing demographic.

Multicultural Excellence

Learn about winners of awards for multicultural excellence in the Hispanic, Asian, and LGBT categories and what made their campaigns such successes. Brands featured include Scotts Miracle-Gro, the California Department of Public Health’s Tobacco Control Program, and Allstate.

Kraft: The Multicultural Digital Lifestyle: Social, Mobile, Always On

Marla Skiko, EVP, director of digital innovation, SMG Multicultural, discussed the preferences and digital behaviors of U.S. multicultural consumers. Tania Cameron, senior manager CRM-Hispanic segment, Kraft Foods, shared the Comida Kraft case study highlighting U.S. Hispanic digital usage.

Kraft: The Multicultural Digital Lifestyle: Social, Mobile, Always On

Marla Skiko, EVP, director of digital innovation, SMG Multicultural, discussed the preferences and digital behaviors of U.S. multicultural consumers. Tania Cameron, senior manager CRM-Hispanic segment, Kraft Foods, shared the Comida Kraft case study highlighting U.S. Hispanic digital usage.

Kraft: The Multicultural Digital Lifestyle: Social, Mobile, Always On

Marla Skiko, EVP, director of digital innovation, SMG Multicultural, discussed the preferences and digital behaviors of U.S. multicultural consumers. Tania Cameron, senior manager CRM-Hispanic segment, Kraft Foods, shared the Comida Kraft case study highlighting U.S. Hispanic digital usage.

Kraft: The Multicultural Digital Lifestyle: Social, Mobile, Always On

Marla Skiko, EVP, director of digital innovation, SMG Multicultural, discussed the preferences and digital behaviors of U.S. multicultural consumers. Tania Cameron, senior manager CRM-Hispanic segment, Kraft Foods, shared the Comida Kraft case study highlighting U.S. Hispanic digital usage.

MillerCoors: A Commercial Mindset

Alpesh Patel, vice president, multicultural marketing, MillerCoors LLC, discussed how MillerCoors has grown Hispanic and African-American sales and volume share more than two times as fast as overall growth through a commercially minded and insights-driven approach.

P&G: Getting Multicultural Right—From Strategy to Execution

Ida Liz Chacón, senior marketing manager, ethnic center of expertise, The Procter & Gamble Company, and Graciela Eleta, senior vice president, brand solutions, Univision Communications, Inc., presented best practices and case study examples from their six-step roadmap for brand activation in the multicultural space.

P&G: Getting Multicultural Right—From Strategy to Execution

Ida Liz Chacón, senior marketing manager, ethnic center of expertise, The Procter & Gamble Company, and Graciela Eleta, senior vice president, brand solutions, Univision Communications, Inc., presented best practices and case study examples from their six-step roadmap for brand activation in the multicultural space.

Post Honey Bunches of Oats Cereal Leverages Hispanic Marketing to Break Through the Cereal Ceiling

Mike Foley, brand manager, U.S. Hispanics and export, Post Foods, LLC and Steven Wolfe Pereira, executive vice president and managing director, MV42°, discussed the three “pillars of success” that helped Honey Bunches of Oats become the number one ready-to-eat cereal with Hispanic consumers.

Time Warner: Leveraging Diversity as a Key to Business Growth

Lisa Garcia Quiroz, senior vice president, corporate responsibility and chief diversity officer, Time Warner Inc., discussed the company's plans to make diversity a strategic business imperative and capture growth in multicultural markets.

Yahoo!: Ethnicity in the Digital Age

Edwin Wong, director, B-to-B strategic research and insights Yahoo! Inc., presented essential statistics for understanding the changing face of America and establishing best practices in multicultural marketing.

Yahoo!: Ethnicity in the Digital Age

Edwin Wong, director, B-to-B strategic research and insights Yahoo! Inc., presented essential statistics for understanding the changing face of America and establishing best practices in multicultural marketing.

Bob Liodice's Opening Remarks

ANA's Bob Liodice makes his opening remarks at the 2011 Multicultural Marketing & Diversity Conference.

Google: How to Connect with the Digital Latino at the ZMOT

Mark Lopez, head, U.S. Hispanic audience and pan regional U.S. sales, Google, Inc., discussed ways to better drive impact at the Zero Moment of Truth (ZMOT) for the U.S. Hispanic market.

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