SAMA Member Forum

WELCOME REMARKS

Gene Bryan

Chief Revenue Officer, Spanish Broadcasting System AIRE Radio Networks/ La musica, SBS Entertianment and MEGA TV

TÊTE-À-TÊTE: EVOLVING THE AGENCY PLAYBOOK

This panel convenes heads of agencies to discuss how the agency model is evolving to meet the demands of today’s marketplace; shifting client expectations, the growing role of AI, brand safety, and culturally intelligent strategy. This session will examine the forces reshaping how agencies lead, advise, and deliver impact in order to build more effective partnerships, future-ready teams, and marketing solutions that drive relevance and growth.

Luis Miguel Messianu

Founder, Chief Creative Officer MEL

NEXT GEN MARKETING EXECS: REWRITING THE RULES ON CULTURE, INCLUSIVE MARKETING, TRUST, AI, AND WHAT’S NEXT

As the next generation of marketers, consumers and cultural influencers, continue to shape the marketplace, younger audiences are bringing a new level of expectation regarding how brands show up. This session will spotlight leading voices as they share their perspectives on the future of inclusive marketing, AI in advertising, what true authenticity looks like to them, and how brands can build trust with an audience who demands that culture, identity, and values be embedded within brand identities and messaging.

Moderator: Dyamond Gordon

Director of Marketing & Communications - SAMA DMI-Consulting

THE CURRENT STATE OF THE MULTICULTURAL MARKETING FUNCTION

This report provides a comprehensive, marketer-focused narrative of the ANA’s benchmarking study on the state of the multicultural marketing function. Drawing directly from survey findings, it walks readers through how organizations structure, resource, and perceive multicultural marketing today, highlighting eight key findings that reveal current practices, pressures, and opportunities. The report is designed to give senior marketers a clear, linear understanding of where the industry stands and why multicultural marketing remains a critical, evolving component of modern marketing organizations.

Elliot Lum

EVP, Growth and Community ANA

THE BLACK CONSUMER KALEIDOSCOPE: CULTURAL NUANCE GUIDING BRAND GROWTH

This session will explore the many dimensions of Black identity, including cultural heritage, generational influence, regional experience, passion points, and diaspora connections across Caribbean, African, Afro-Latin, and African American communities. Through a sharper understanding of these nuances, our panel of experts will use their own business experience to demonstrate how cultural precision has helped brands better engage Black consumers, strengthen loyalty, and unlock meaningful business growth.

Moderator: Dibrie Guerrero

Growth Marketing Architect

INCLUSIVE BINGO LOTERIA

Join us for a game designed to bring everyone together through play, conversation, and shared discovery under the banner of #SeeALL. Blending together Bingo with the visual spirit of Lotería, the experience aims to create a fun and approachable way to engage with each other while reflecting on the many ways culture shapes connection.

All SAMA Attendees

BEYOND MAGIC: INSIDE DISNEY’S MOST CULTURALLY EFFECTIVE BRAND WIN

Join us as we celebrate Disney’s recognition as 2025’s Most Culturally Effective Brand and ANA SAMA Icon Award honoree. This conversation unpacks the five‑year journey to embed relevance across segments, drive cultural and gender effectiveness, and motivate teams through change. Hear candid reflections on what it really takes to make culture core to strategy, not a side campaign.

Moderator: Lisette Arsuaga

Co-Founder SeeALL Marketing Alliance & Co-CEO of DMI-Consulting & Partner UrVETTED

DIMENSIONS OF HEALTH: HOW DESIGNING FOR THE MARGINS INCREASES ACCESS FOR ALL

Health is never one-size-fits-all. From neurodiversity and aging to race, culture, trust, and access, the realities people bring into healthcare systems, workplaces, and wellness conversations shape how they engage, what they believe, and whether they feel understood. In a conversation that impacts every living human, leaders across marketing strategy, advocacy, media, and community engagement will explore how designing with historically overlooked audiences in mind can unlock stronger outcomes for everyone. The discussion will examine how inclusive thinking can strengthen communications, deepen trust, expand reach, and create more effective connections across both personal and professional health experiences.

Nathan Friedman

Co-President & Chief Marketing Officer Understood.org

THINK LOCALLY, EXECUTE NATIONALLY: WINNING THE HISPANIC CONSUMER

In markets like Miami, Los Angeles, Houston, and Chicago — the Hispanic consumer is the mainstream. Yet most national campaigns still treat these audiences as a niche overlay. Nielsen's Audio Today 2026 confirms what winning brands know: 93% of Hispanic adults tune in to AM/FM monthly, listeners are 76% more likely to purchase after hearing an ad, and 38% act on something heard on radio. This session unpacks what it takes to win: what it means for brand planning when Latinos are the mainstream; how AM/FM personalities — more trusted than digital influencers — pair with social extension for near-100% reach among Hispanic adults 18–49; why Urban and Hurban formats cross over into the broader youth market; how experiential activation moves traffic instantly; why host-voiced bilingual creative outperforms translated national spots; and what local-first strategies actually look like when they scale nationally.

Moderator: Carolina Patino

Executive VP Aire Radio Networks / La Musica / Spanish Broadcasting System

CLOSING REMARKS

Jennifer Woods

Vice President of Growth and Development SAMA

LATIN MOVES

¡Vamos a bailar! We invite you to step into the energy, rhythm, and flavor of dance through a joyful lesson guided by expert instructors.

Salvajee

Director of Marketing & Instructor

WELCOME REMARKS

Carlos Santiago

EVP Inclusive Marketing Practice ANA

WINNING AT THE SHELF AND BEYOND: HOW SPORTS, RETAIL, AND CULTURE DRIVE MULTICULTURAL SHOPPER GROWTH

Multicultural shoppers drive disproportionate growth, yet many brands and sports properties still fail to connect with them where purchase decisions happen most: inside neighborhood, Hispanic‑forward retail environments. This session explores how the Mexican National Soccer Team’s MexTour “Somos Locales” platform and El Jefe Energy are leveraging sports partnerships, Hispanic grocers, and retail media to drive ticket sales, product distribution, and shopper conversion where fans already shop and watch. Panelists will unpack the biggest effectiveness gaps they’ve faced—from traffic‑building investment and retail media performance, to data attribution challenges, cultural relevance at retail, and year‑round engagement—and how they are closing them across in‑store, retail media, and omnichannel touchpoints. Attendees will learn how sports, retail, and culture can scale as a multicultural shopper growth engine.

Glory Alcantara

Director of Multicultural Marketing General Mills

ALL OF ME: HOW GEN Z'S FULL IDENTITY IS UNLOCKING BRAND GROWTH LIKE NEVER BEFORE

Gen Z shows up whole—race, culture, gender, orientation, languages, abilities, all at once—and they expect brands to do the same. Nearly 1 in 4 Gen Z identifies as LGBTQ+, 2 in 4 as Allies, and intersectional ads deliver a 47-point lift in purchase intent over ads with limited diversity. Authentic, year-round representation drives 63% favorability, 52% higher brand consideration, and a 28% lift in trust. Latination and other leading Gen Z and LGBTQ+ experts will share how brands that joyfully embrace all of Gen Z's identity are breaking through—and how yours can too.

Paz Beatty

Senior Director of Member Experience ANA SeeALL Marketing Alliance