For three days, June 4-6, today’s hottest brands and renowned culture marketing leaders will come together in Los Angeles to share their insights, successes, challenges, passions and best practices at the 2018 CMC Annual Conference. From hands-on workshops to seminars led by some of the top brands in the industry, our annual conference is the premier conference in multicultural marketing.
MONDAY, JUNE 4
11:00 a.m. - 6:00 p.m.
1:00 p.m. - 1:15 p.m.
1:15 p.m. - 2:00 p.m.
Opening Keynote Speaker
Rick Gomez, Executive Vice President and Chief Marketing Officer, Target
2:00 p.m. - 3:00 p.m.
Hispanic Brand in the Trump Era
Whether it’s rhetoric, the attempted repeal of DACA, or building a wall as an immigration strategy, Trump and his proposed policies have influenced the fabric of society not only in increased political activism but also in the way we communicate (Twitter wars, anyone?).
Adrian Carrasquillo, White House Reporter, Buzzfeed
Maria Elena Salinas, Journalist, news anchor and author
3:00 p.m. - 3:15 p.m.
3:15 p.m. - 4:15 p.m.
Client Roundtable: Hottest Trends in Marketing Today
Join our panel of senior-level client executives as they discuss the most pressing topics facing brands today, the hottest marketing trends and key strategies they’re employing to extend their reach and connect meaningfully with the diverse American mainstream. Representing different key sectors of the American economy, from telecommunications and foodservice to consumer products, each will explore the unique intersection between their company profile and the community of stakeholders in the Hispanic community that they serve.
Marisa Solis, VP/General Manager - Hispanic, Pepsi Beverages
Alex Tokatlian, Program Leader, Hispanic Marketing & Advertising, Domino’s Pizza
Jose Velez Silva, Vice President, Multicultural Communications, Comcast
4:15 p.m. - 5:15 p.m.
Influence of Influencers
The term influencer has become one of the industry’s most over-used buzzwords. But what do influencers really do, and what tangible value do they bring? This panel of experts representing brands, agencies and social media mavens will ask the tough questions about an industry in flux, and provide the tools to assess whether an influencer strategy is right for your brand.
Mike Valdes-Fauli, President & CEO, Pinta
Gaby Natale, President, AGANAR Media
Marla Skiko, EVP, Precision and Multicultural, Starcom
5:15 p.m. - 6:15 p.m.
Multicultural Structure – The Good, The Bad and The Ugly
As mainstream America continues to evolve, brands and marketing organizations have experimented with different structures – from separate departments to integrated teams and everything in between. How do top organizations of today structure themselves for multicultural marketing success? You’ll hear from a panel of clients on what has worked for them, what were some failures along the way, and what the future holds for new models of structural collaboration.
Ida Chacon, Vice President of Custom Solutions, Collage Group (formerly Latinum)
6:30 p.m. - 7:30 p.m.
Happy Hour Reception
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TUESDAY, JUNE 5
8:30 a.m. - 5:00 p.m.
8:30 a.m. - 9:00 a.m.
9:00 a.m. - 10:00 a.m.
10:00 a.m. - 10:45 a.m.
Fireside Chat with Danny Trejo: Hispanic Representation On Screens
The #Oscarssowhite movement raised awareness of the lack of African-American representation among actors, but for Latinos, we are still limited to a few Mexican directors. How do we increase the Hispanic presence in front of and behind the camera? Join our panelists of creative talent agents and actors to discuss the issue and how entertainment marketing and diverse representation go hand in hand.
Ingrid Otero-Smart, President & CEO, Casanova//McCann
Danny Trejo, actor
10:45 a.m. - 11:00 a.m.
11:00 a.m. - 12:00 p.m.
The Pasión For Sports: How Hispanics are Driving the Future of Sports Marketing
Hispanics exude passion, and there’s nothing we get more passionate about than deportes. With record ratings, revenue and merchandise sales coming from the Latin market, no sports enterprise can afford to ignore this demographic. Hear firsthand from experts across professional leagues, teams and media networks how Latinos are playing an increasingly-critical role.
Antonio Briceño, Managing Director, beIN SPORTS
Marissa Fernandez, Marketing Director, NFL
12:15 p.m. - 1:30 p.m.
1:30 p.m. - 2:15 p.m.
The Total Market Debacle
We can’t have a multicultural marketing conference without talking about the elephant in the room…Total Market. While many in the marketing industry got tripped up over terminology and some brands erroneously executed one-half of a true Total Market strategy by cutting budgets by creating one-size-fits-all campaigns.
David Morse, Principal, President & CEO, New American Dimensions
2:15 p.m. - 3:00 p.m.
The Future of Advertising Agencies
PJ Pereira, founder of the award-winning agency Pereira O’Dell, believes that creatives should think like marketers but behave like entertainers, a term he has coined “branducer.” In this session, Pereira shares how this philosophy has been key to his team’s success, as well as his predictions on the future of advertising agencies and the three types of agency structures: the Uber model, the holdings model and the content-oriented model. Whether you are a creative or not, this can’t-miss session has lessons that can be applied to the entire marketing spectrum.
P.J. Pereira, Founder and Creative Chairman, Pereira & O’Dell
3:00 p.m. - 4:00 p.m.
Culture is the New Mainstream
As demographics rapidly shift, many brands recognize the value of having the multicultural marketing agency take the lead in mainstream or “general market” executions. Hear from a panel of clients and their agencies who are knocking this model out of the park – what was the sell-in process, how does the collaboration work, what obstacles & opportunities have arisen and what are the key takeaways from these relationships?
Catherine Bension, CEO, SRI
4:00 p.m. - 5:00 p.m.
Hispanic Audience & Measurement Deep Dive
As our society becomes more complex, research and measurement have struggled to keep pace – from the limitations of language on research to the way we are able to measure viewership and readership. In this deep dive, we’ll explore if brands can reach Hispanics via English media only, the role of language & culture on measurement, the value of Spanish-language executions across multiple generations, and much more!
Gonzalo del Fa, President, GroupM Multicultural
5:00 p.m. - 5:45 p.m.
Digital Lives Study: A World of Digital “Everything” through a Cultural Lens
Join us for a CMC Cultural Insights study that looks at two transformative & disruptive forces: digitalization & demography… all through a cultural lens. Digital inhabits every area of our lives today, reforming how we buy things and redefine content creation, curation, delivery & consumption across entertainment, news, marketing and everyday human interaction. Today, online shoppers make 51 percent of their purchases online with Millennials outpacing that figure. With culture playing a larger role in the American mainstream, this study uncovers how digital is used to gather or provide information, socialize, consume or create entertainment, maximize utility while applying a cultural lens to ascertain areas of similarity, cultural uniqueness or areas of cultural fusion. Join CMC Research Director Nancy Tellet and a panel of digital clients that will discuss and debate the results.
Nancy Tellet, Founder, Brand & Consumer Navigator, PureClarity LLC
7:30 p.m. - 9:00 p.m.
Since 1999, the CMC has honored those that have made significant contributions to the U.S. Hispanic advertising and marketing industry. In an awards networking reception, the CMC will honor the 2018 inductees into the CMC Hall Fame, which recognizes a select group of visionaries, leaders and luminaries who have made significant contributions to the development and advancement of the Hispanic advertising and marketing field. In addition, we will recognize the future leaders of tomorrow with the Rising Star Award, the only award honoring outstanding Hispanic marketing professionals ages 35 and under. Come in your business attire – no need to glam up if you don’t want to – but bring your business cards and celebratory spirit!
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WEDNESDAY, JUNE 6
8:30 a.m. - 11:00 a.m.
8:30 a.m. - 9:00 a.m.
9:00 a.m. - 9:45 a.m.
Marketer of the Year Award Presentation
The CMC will honor the 2018 Marketer of the Year – this company will join a prestigious short list of elite brands that have received the award, including Ford, McDonald’s, State Farm, Toyota, and Walmart. Immediately following the award ceremony, you’ll learn the back story of how this brand became a major driving force in connecting with Hispanic consumers and built a long-lasting legacy of support and inclusivity.
9:45 a.m. - 10:30 a.m.
Corporate America and The State of Latino Representation
The state of Latino representation at Corporate America, who’s doing great, what are the barriers and what is the relationship between proper representation and business success.
Liliana Gil Valletta, CEO, CIEN+
Luke Visconti, CEO, DiversityInc
10:30 a.m. - 10:45 a.m.
10:45 a.m. - 11:45 a.m.
Marketing at The Speed of People
Technology has impacted consumer behavior. This session will focus on the neuroscience behind brand disruptors. How are these brands able to be so agile and explosive in their growth, challenging the marketplace? How are their campaigns so different and why are they so effective? This presentation will discuss this phenomenon and instruct marketers how to introduce experimentation and prototyping into your strategies.
11:45 a.m. - 12:45 p.m.
HAPE Awards Winners
The CMC will honor Hispanic account planners with the HAPE Awards through our partnership with HispanicAd.com. You’ll hear our winners share a few secrets of their success and how their role is critical to ensure a broad reach of each marketing campaign.
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