From June 10-12, today’s hottest brands and renowned culture marketing leaders will come together in Dallas to share their insights, successes, challenges, passions and best practices at the 2019 CMC Annual Summit. 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 10
3:00 p.m. – 6:00 p.m.
PRE-SUMMIT IN-DEPTH RESEARCH SESSIONS
Every campaign starts with compelling research and insights. Get the latest numbers, behavior data and cultural
insights to provide a solid foundation of knowledge to help you get the most out of the CMC Annual Summit.
6:00 p.m. – 7:00 p.m.
OPENING NETWORKING HAPPY HOUR
It’s time to toast another CMC Annual Summit and we are thrilled to be in Dallas! Come celebrate with us and raise a
TUESDAY, JUNE 11
8:30 a.m. - 9:00 a.m.
9:00 a.m. - 9:15 a.m.
CONFERENCE WELCOME / OPENING REMARKS
9:15 a.m. - 10:15 a.m.
Our annual summits are known for providing birds-eye views from C-suite leaders of brands that are innovating and
inspiring in the marketing world. Find out how Ulta is incorporating culture-driven strategies into its brand
marketing to focus on diversity in beauty to grow its membership base and market share in the beauty category.
Shelley Haus, SVP Brand Marketing, ULTA
10:15 a.m. - 11:15 a.m.
2020 PRESIDENTIAL ELECTION
With more women in Congress and diversity on Capitol Hill increasing, no one can predict what the 2020 presidential
election will bring. A dynamite panel of political strategists and journalists will discuss the political environment from
a Hispanic perspective and understand how businesses may be impacted.
Ana Navarro, Conservative Commentator
11:15 a.m. - 11:30 a.m.
11:30 a.m. - 12:15 p.m.
CONSUMER MINDSET & BRAND GROWTH FOR PURPOSE-DRIVEN MARKETERS
Today’s fast-paced digital world makes it hard for brands to stand out. This session covers how brand growth
strategies are evolving in a world of shifting attention spans and demand for authenticity. Learn more about 2019
consumer trends based on the culture engine, YouTube. Cecelia will also describe how technology and creative
effectively connect purpose-driven brands with audiences in all industries.
Cecelia Wogan-Silva, Director of Creative Agency Development, Google
12:15 p.m. - 1:15 p.m.
THE CULTURE-DRIVEN STORYTELLING
In an on-demand world of videos and images, your story matters. How do you connect your brand or service with
the multicultural mainstream in an authentic, culturally fluent way? It’s all about culture-driven content that is
100% American and 100% Latino.
Angela Rodriguez, VP, Strategic Insights, Alma
Felix Contreras, host of Alt.Latino, NPR
Gil Gastelum, Founder, Cosmica
Nuria Santamaria Wolfe, Canticos
1:15 p.m. - 2:30 p.m.
Find out who made the CMC Rising Star Class of 2019! This is the only award of its kind honoring young
multicultural professionals under the age of 35.
2:30 p.m. - 3:15 p.m.
CAPE AWARDS WINNERS
In partnership with HispanicAd, the Culture Account Planning Excelencia, or CAPE Awards, honor culture
marketing account planners. Hear the 2019 winners share a few secrets of their success and how their role is
critical to ensure a broad reach of each marketing campaign.
3:15 p.m. - 4:00 p.m.
LATINA WOMEN: POWER OF TRANSFORMATION
Latinas are the foundation of Hispanic marketing, they are the gatekeepers to the family. They are moms, they
are individuals, they are one of the most important consumers in the market. But it’s also true that Latino women
have changed in the last ten years, and advertisers need to adapt their strategies and efforts to reach them effectively.
Two of the categories that have this important target are healthcare and beauty.In this session we will be able to learn
insights and strategies from our experts when it comes with winning their hearts.
Claudia Romo Edelman, Founder, We are all Human
Marie Quintana, SVP Marketing & Communications, Tenet Healthcare
4:00 p.m. - 4:45 p.m.
In an era of hyper segmentation and mass fragmentation, Match Group is innovating by taking segmentation to the core
of their business growth. You’ll hear best practices on how brands have been able to find those cultural opportunities to
boost their results.
Julia Estacolchic, Director, Brand Marketing & Affinity, Match.com
4:45 p.m. - 5:30 p.m.
ROAD TO CANNES (In Partnership with Circulo Creativo)
As the advertising agency gets ready to head to Cannes, hear from top creatives on what it takes to produce an effective
campaign which by unique storytelling can connect meaningfully with today’s diverse mainstream audience.
Aldo Quevedo, Principal & Creative Director, Richards/Lerma
Ciro Sarmiento, Chief Creative Officer, Dieste
7:15 p.m. - 8:45 p.m.
CMC HALL OF FAME INDUCTION
Sponsored by State Farm, the CMC Hall of Fame honors the men and women whose forward-thinking vision created an
entire industry. Be part of history as Al Aguilar, Tony Dieste, Alex Lopez Negrete, Luis Miguel Messianu and Ingrid
Otero-Smart are inducted into the CMC Hall of Fame.
WEDNESDAY, JUNE 12
8:30 a.m. - 9:00 a.m.
9:00 a.m. - 10:00 a.m.
CMC MARKETER OF THE YEAR PRESENTATION
Find out who has joined the prestigious short list of elite brands that have received the CMC Marketer of the Year Award,
given to companies that demonstrate a top-down commitment to multicultural marketing with significant spending
proportional to the opportunity Hispanic marketing efforts provide. Previous winners include Ford, McDonald’s,
State Farm, Sprint, Toyota and Walmart.
10:00 a.m. – 10:45 a.m.
STORYTELLING IN A MULTICULTURAL WORLD
In today’s environment of rapid and frequent change, creative storytelling can inspire people to think differently in a
multicultural world. Learn about the power of multiculturalism from one of the top chief growth officers in our industry.
Rishad Tobaccowala, CGO, Publicis Groupe
10:45 a.m. - 11:00 a.m.
11:00 a.m. - 12:00 p.m.
Some of the most creative minds in the local, regional and international landscape will sit together to discuss latest trends
and creative work from top brands worldwide.
Luis Miguel Messianu, Creative Chairman-CEO, Alma
Hector Fernandez, CEO, VMLY&R
Karin Onsager-Birch, Chief Creative Director, FCB West
Elias Weinstock, Creative Director, Casanova//McCann
12:00 p.m. - 1:15 p.m.
1:30 p.m. - 2:30 p.m.
CULTURE DRIVEN BRANDS
Yes, it’s all about culture. You are sold. Now what? How do you start connecting with this powerful segment? Hear from
Pollo Campero, Advanced Auto Parts and Southwest Airlines—brands who have recently embarked on a tremendous
journey of culture-driven marketing! You’ll learn how they navigated entry into this market and much more.
Federico Valiente, Sr. Director of Marketing, Pollo Campero
Wendy Blume, VP of Advertising, Advance Auto Parts
Isaac Muñoz, Director Insights, Southwest Airlines
2:30 p.m. - 3:30 p.m.
When it comes to running a marketing business, there are numerous considerations—from structure and billing to
staffing and knowledge sharing. Hear from a panel representing associations (4A’s), independent agencies (PM3)
and agencies that are part of a holding company (Anomaly) to hear how their strategies and approach differ.
Marla Kaplowitz, President & CEO, 4A's
Eduardo Perez, Partner, PM3
Frankie Rodriguez, Partner & CEO, Anomaly