Hispanicize 2013 has ended

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Marketing/PR [clear filter]
Tuesday, April 9

11:00am PDT

Hispanic Media Relations Evolves: Best Practices on What Remains the Same and What's Changed in 2013 (sponsored by Getty Images)

Our annual update on Hispanic media relations will help you learn what's in and what's out in the evolving landscape of Hispanic media relations.  Join us for a session that will feature key media relations insights from three completely different points of view.


In this session you will learn:

-        Key facts and figures about Hispanic media including traditional, broadcast and online

-        Top trends in Hispanic media and how it impacts the way PR practitioners work in 2013

-        Best practices on hosting Hispanic press events

-        Who some of the top Hispanic media today are – some folks you’ll recognize and others you won’t

-        The cultural nuances of working with the Hispanic press

-        Corporate best practices for Hispanic media relations




- Pilar Portela, Media Relations Supervisor, Business Wire


-Maribel Ferrer, Media Relations and Community Engagement Vice President for JPMorgan Chase, Southeast U.S. and U.S. Hispanic

-Sonia Diaz, Balsera Communications

-Monica Taher, Getty Images

Tuesday April 9, 2013 11:00am - 11:50am PDT
Mona Lisa

2:00pm PDT

Gringo Latinos: How Hispanic Culture & Flavors are Steadily Transforming 'American' Lifestyles & Tastes

The thing about Gringo Latinos – non- Latinos who love our culture, food and language almost as much if not more than we do – is that once you know one you almost feel like you know all of them because they are consistent in their passion for all things Latinos.  Heck, you might argue that some of our Gringo Latinos –and there are legions of them - are more Latino than many Latinos.  So who are they, what are they doing in our culture and how are they a snapshot of what the growing melting pot of "Latino" and "American culture" may look like?  These and many other questions are the topic of a fun and funky look at the Gringos who love our culture so much you wouldn't know they WEREN'T Latinos



Cynthia Corzo, Hispanic Market Weekly



Amanda Taylor, Las Gringas Blog

Matt Wallaert, Behavioral Scientist, Bing

Paul Curtis, Musician, Hola Hi

Alex Demas, Advertising and Media Professional, Pulpo Media

Tuesday April 9, 2013 2:00pm - 2:50pm PDT

3:00pm PDT

4:00pm PDT

CASE STUDY: State Farm Fan Pass
Tuesday April 9, 2013 4:00pm - 5:00pm PDT
Wednesday, April 10

11:00am PDT

1:05pm PDT

Hispanic Market Trends 2013: Top Marketers Take an In-Depth Look at the Cultural and Marketing Shifts (1 hr., 20 min.)

In the midst of an ever growing digital revolution, the Hispanic and multicultural marketing world is in massive flux.  At a time when major TV networks are being launched, social media is exploding and bicultural marketing is finally taking off, what are major Hispanic brand marketers to do?

Don't guess?  Join us for a special Hispanicize 2013 that will help you understand how senior Hispanic and multicultural brand executives are tackling these and other pressing questions of the Hispanic market industry.

In this session you will learn:
What are the top cultural trends Hispanic marketers are most paying attention to?
Who are the Latino trend setters brands most admire in music, film and culture?
Which social media strategies and tactics show the most and the least potential with brands
What are the potential marketing implications of changes in the immigration policies
What do brands REALLY think about the major realignments going on at the major Hispanic TV networks?
How are brands aligning their digital strategies with their non digital platforms

Maribel Ferrer, Media Relations and Community Engagement Vice President, Media Relations and Community Engagement Vice President

Mike Foley, Marketing Strategist, Post Foods, LLC
Nydia Shagun, Sr. Manager, Multicultural – Brand Marketing, Target
Jason Riveiro, Multicultural Marketing, The Sherwin Williams Company
Jenina Nuñez, Manager of External Communications, McDonalds

Wednesday April 10, 2013 1:05pm - 2:25pm PDT
Ocean Tower 2 Ballroom B

2:30pm PDT

3:30pm PDT

Thursday, April 11

9:00am PDT

12:30pm PDT

15 Minutes of Genius: Marketers' Edition (1 hr., 20 min.)

Natalie Boden, President, Boden PR
Michele Ruiz, President, Ruiz Strategies
Mauricio Samayoa, Director of Social Business, Newlink Group
Jose Villa, President, Sensis Agency
Sergio Alcocer, CEO, LatinWorks

Thursday April 11, 2013 12:30pm - 1:50pm PDT
Ocean Tower 2 Ballroom B

2:00pm PDT

Hispanic Mobile Marketing: The Third Screen is Here!

There is no question the mobile revolution is here and defining not only how we live our daily lives but also how we buy and sell products and services.For years we have known US HIspanic consumers are far more wired and advanced in the use of mobile technologies - the pace at which we consume media and information is growing exponentially and brands want to reach our community in every possible way - successfully.
But not everyone is doing it right or deploying technologies effectively with messages that resonate to create trusted brand connections.In this session we explore:

  • New technologies and platforms that can be leveraged by all brands
  • Educational (and fun) case studies: the good, the bad and the ugly of mobile marketing. 
  • And our expert panel will take your questions and share their experiences. 

Monica Vila, OnlineMom Media
Ed Sosa, DBB
Leo Marquez, Verizon Wireless

Thursday April 11, 2013 2:00pm - 2:50pm PDT
Ocean Tower 2 Ballroom C

3:00pm PDT

Micro-Segmentation: How a 90-year-old beer brand from Cuba positions itself in a niche market thirsty for a craft ale

Join Bacardi USA's HATUEY brand manager Anler Morejon as he shares the case study showcasing how Cuba's legendary beer captured the hearts and quenched the thirst Cuban-Americans, other Hispanics and craft beer lovers have for this US-brewed Cuban style ale. In addition to his innovative marketing strategy presentation, Anler will have surprises during his pre-happy hour presentation. Hint:  Must be 21 or older to attend.



Anler Morejon, Business Development Manager, Bacardi USA

Thursday April 11, 2013 3:00pm - 3:50pm PDT
Ocean Tower 2 Ballroom B

4:00pm PDT

How to Plan and Execute a Great Latino Blogger Event

How do you attract the most influential bloggers to your event?    What’s in it for the blogger?


In this session you will learn:


How to create a killer invitation blogger invitation list

How to come up with a great hashtag for your event




- Mama Contemporanea (NEW YORK)

- Jose Resendez (Fleishman)


Thursday April 11, 2013 4:00pm - 5:00pm PDT
Ocean Tower 2 Ballroom B
Friday, April 12

10:00am PDT

got IMC? The Evolving Role of Integrated Marketing Communications

Understanding how to develop and implement effective integrated marketing communications (IMC) programs in a changing environment, particularly with the emergence of new technologies, is an important challenge faced by companies in all industries.


While you may be familiar with Salma Hayek donning the milk mustache for the Hispanic “got milk?” campaign presented by Proyecto Desayuno 2012 to remind U.S. Hispanics of the importance of starting their day with a nutritious breakfast that includes milk, you may not know the extent of the integratedmarketing support behind the award-winning campaign.


Learn how to make your own integrated marketing program more effective. Don’t miss this opportunity to hear from the Milk Processor Education Program (MilkPEP) and MGSCOMM, a full-service communications company, about how the role of IMC is evolving, particularly with the growth of online and social media. Learn IMC best practices and how the Proyecto Desayuno campaign was kept top of mind. Learn how to measure the effectiveness of an IMC program and if it’s working.


Friday April 12, 2013 10:00am - 10:50am PDT
Ocean Tower 2 Ballroom B

1:05pm PDT

A Year of Quantum Changes at the Hispanic TV Networks




Jorge Ortega, Managing Partner & Co-Founder, Newlink America, Newlink Group


Monica Talan, Executive vice president of Corporate Communications and Public Relations, Univision Communications Inc 

Friday April 12, 2013 1:05pm - 2:00pm PDT
Ocean Tower 2 Ballroom B

2:40pm PDT

MASECA EVOLUTION Evolving to the taste of the new Latina


Maseca, considered a traditional and iconic brand, developed a comprehensive communication strategy that continues to fulfill the needs of the new consumer. This evolution successfully expanded the brands footprint, enhancing Maseca’s bond with the bicultural Latina.

An exciting and relevant part of the strategy is the Digital platform. By means of this strategy, Maseca continues to take important steps forward by creating connections with the New Latina. Maseca is considered an innovative brand with young families that have a strong sense of tradition.


- This panel will focus on how Maseca’s communication strategy has converted the brand into an ally of the bicultural Latina.

- How to build and manage a New Latina community online

- Proper use of online and offline strategies to achieve consistent connections with New Latinas

- How to attract and engage a more acculturated consumer with a traditional product using both emotional and practical touch points.

-  Using communications pillars that are focused on the New Latina as guiding principles in the commucations efforts



-ALVARO LUQUE, Vice President of Marketing, Gruma Corporation.


Friday April 12, 2013 2:40pm - 3:30pm PDT
Ocean Tower 2 Ballroom C

3:40pm PDT

Saturday, April 13

10:30am PDT

1:15pm PDT

3:15pm PDT

El Buen Pitch
Saturday April 13, 2013 3:15pm - 4:05pm PDT
Mona Lisa