Multicultural Marketing & Diversity

NETWORKING BREAKFAST (9:00 – 9:45AM)
WELCOME AND INTRODUCTIONS (9:45 – 10:00AM)


I. SPRINT'S GREATEST HITS (10:00-11:00 AM)
Sprint had a brand consideration problem among Latinos after significantly reducing its investment in the Hispanic market for several years. Sprint is no longer silent as a result of CEO Marcelo Claure's commitment with winning Hispanics back. In this session, Manuel Campos, Director of Multicultural Brand & Advertising - Sprint, will share insights and lessons learned in developing this successful campaign that led to being a finalist in the 2017 ANA Multicultural Excellence Awards.

Speaker:
Manuel Campos, Director of Multicultural Brand & Advertising – Sprint


II. DIAGEO'S BUCHANAN'S PRODUCES SIGNFICANT RESULTS (11:00AM-12:00PM)
Buchanan's, a luxury spirits brand with incredible equity in Latin America, saw its core drinker grow older and its culture relevance waning. In 2016, they refocused marketing efforts on contemporizing the brand to regain relevance and cultural status. In this session, Tara King, Senior Brand Manager, Buchanan's, will share insights behind their successful "Es Nuestro Momento" campaign which won on multiple levels; producing significant results as well as being a Grand Prize winner in the 2017 ANA Multicultural Excellence Awards.

Speaker:
Tara King, Senior Brand Manager, Buchanan's


LUNCH (12:00-1:00PM)


III. COMCAST COMMITTED TO CONNECTING AUTHENTICALLY (1:00-2:00PM)
Comcast services a broad range of consumers and they have demonstrated clear and unprecedented commitment to communicate with their customers in the same way they talk and live their lives. Join Jose E Velez Silva, Vice President Multicultural Marketing Communications at Comcast as he shares how the brand has activated winning campaigns that speak the "language" of each multicultural consumer segment in an authentic and meaningful way.

Speaker:
Jose E Velez Silva, Vice President Multicultural Marketing Communications - Comcast


IV. MEMBER ROUNDTABLE DISCUSSION (2:00-2:30PM)
In this session, ANA Multicultural Marketing & Diversity Committee members will have an opportunity to network and discuss key issues in multicultural marketing.

Facilitators:
Gilbert Dávila – ANA Multicultural Marketing & Diversity Committee Chair