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
2:30 p.m. - 6:15 p.m.
REGISTRATION DESK HOURS
4:00 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.
4:00 p.m. – 4:45 p.m.
MICROCULTURALISM: UNITY IN UNIQUENESS
Multicultural audiences are extremely active on Twitter, but how do they behave and what motivates them
are questions we've begun to answer. Understanding the basics will help to develop content that's relevant
for these audiences. This session will uncover the behaviors of multicultural audiences on Twitter and how
to craft shareable Tweets that make them feel recognized and respected.
Valeria Piaggio, Senior Vice President, Head of Identity & Inclusion Insights, Kantar, Consulting Division
4:45 p.m. – 5:15 p.m.
HOW MULTICULTURAL AUDIENCES BEHAVE ON TWITTER
Multicultural audiences are extremely active on Twitter, but how do they behave and what motivates them are
questions we've begun to answer. Understanding the basics will help to develop content that's relevant for these audiences.
This session will uncover the behaviors of multicultural audiences on Twitter and how to craft shareable Tweets that make
them feel recognized and respected.
Meghann Elrhoul, Head of Global Agency and Multicultural Research, Twitter
5:15 p.m. – 5:45 p.m.
KEEPING A PULSE ON THE FUTURE
Shifts in consumer mindsets and behaviors are transforming the marketplace and impacting society at rapid pace.
Through deep analysis GroupM’s Multicultural Analytics division has identified that micro-audiences and communities
are often those leading these changes. In their latest “culturePulse report” you’ll learn how identity is evolving and how
trends around technology are taking shape.
LaToya Christian, Managing Partner, Marketing Strategy & Analytics, GroupM
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.
CMO PERSPECTIVES - BUILDING A PURPOSEFUL, DIVERSITY FORWARD BRAND
Join Shelley to hear about the journey of Fortune 500 company, Ulta Beauty, as they lead the way in becoming a
purposeful, diversity forward brand, and how that journey has been one of the keys to successfully driving
unprecedented awareness gains and business growth – with 100 store openings per year and a 19% revenue growth over
the past four years, impressively bucking trends and transforming the retail and beauty landscape.
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 will discuss the political environment from
a Hispanic perspective and understand how businesses may be impacted.
Chiqui Cartagena, Author and Former Senior Vice President, Political and Advocacy Group
Ernest Bromley, Managing Partner, Pescador Public Strategies, LLC
Ana Navarro, Political Commentator
Sponsor by: CNN En Español
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
Sponsor by: DLG Research
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, National Public Radio (NPR)
Gil Gastelum, Founder, Cosmica
Sponsor by: Nielsen
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. - 2:45 p.m.
MEDIA MEZCLA & CULTURAL PREDISPOSITION: OPTIMIZING THE MEDIA MIX DELIVERS MUCH
MORE THAN EFFICIENCIES
Media is often planned in silos, leaving the potential for cross channel synergies untapped. Nielsen knows the
importance of reaching the Hispanic consumer, through the right channel, with the right message and frequency.
Join us as we share mini case studies on the game changing benefits of using cross-media planning to optimize
your reach and engage the multicultural consumer through channels that meet their cultural predispositions.
Monica Narvaez, Vice President, Nielsen Global Media
2:45 p.m. - 3:30 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.
3:30 p.m. - 4:15 p.m.
LATINAS: 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, the Latina woman
has changed in the last ten years, and advertisers need to adapt their strategies and efforts to reach them effectively.
Salma Gottfried, Principal, Brand Management, Richards/Lerma
Marie Quintana, EVP of Marketing and Communications, Tenet Healthcare
Sponsor by: H Code
4:15 p.m. - 5:00 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, Affinity Brand Marketing, Match
Sponsor by: Adsmovil
5:00 p.m. - 5:45 p.m.
CANNES CONTENDERS (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
Maria Bernal (Maru), VP Creative Director, Lapiz
Ciro Sarmiento, Chief Creative Officer, Dieste
Bob Scarpelli, Former Chairman and Chief Creative Officer, DDB Worldwide
Sponsor by: Univision
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.
Sponsor by: State Farm
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.
Edna Kane-Williams, SVP of Multicultural Leadership, AARP
10:00 a.m. – 10:45 a.m.
REMAINING RELEVANT IN TRANFORMATIONAL TIMES
Rishad will frame the landscape we are living in and discuss what successful companies and individuals will need
to do to thrive in this environment.
Rishad Tobaccowala, CGO, Publicis Groupe
10:45 a.m. - 11:45 a.m.
CROSSROADS OF CREATIVITY AND BUSINESS
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 Officer, FCB West
Elias Weinstock, Chief Creative Officer, Casanova//McCann
Sponsor by: Entravision
12:00 p.m. - 1:15 p.m.
1:15 p.m. - 2:15 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, Advance 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.
Audrey Ponzio, CEO, APC Collective
Federico Valiente, Sr. Director of Marketing, Pollo Campero
Wendy Blume, VP Marketing, Advance Auto Parts
Isaac Muñoz, Senior Business Consultant, Southwest Airlines
2:15 p.m. - 3:15 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.
Jorge A. Plasencia, Co-Founder, Chairman & CEO, Republica Havas
Marla Kaplowitz, President & CEO, 4A's
Eduardo Perez, Partner, PM3
Frankie Rodriguez, Partner & CEO, Anomaly