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HISPANIC MARKET OVERVIEW 2019 Powered by HispanicAd.com
From June 10-12, 2019, “today’s hottest brands and renowned culture marketing leaders” agreed to
come together in Dallas to share their insights, successes, challenges, passions and best practices at the
2019 CMC Annual Summit.
It is the second summit from CMC as the Culture Marketing Council, and saw hands-on workshops mesh
with seminars led by some of the top brands in the industry.
On June 10, pre-conference research was the highlight of the day, with Twitter, Kantar Media and GroupM sharing insights to attendees. “This goes back to the premise in which we have built our new conferences about insight, and this really kicks off the conference very well,” Gavilán believes.
While CMC is all about culture, the conference is dedicated to Hispanic market learnings.
“The center of it all is Hispanic and it is something that hasn’t changed, and one of the reasons why people come to our conference,” Gavilán says. This means the first session on June 11 from Ulta SVP/Brand Marketing Shelly Haus will
demonstrate how the beauty retailer is
specifically going after the Latina consumer – something one may not hear at other conferences.
“We really made a concerted effort to bring some new and different voices to the table, and Ulta – using Casanova McCann – has done some incredible work in the U.S. Hispanic market,” Gavilán notes.
For Ulta, growth came from the realization that it would require outreach to African American consumers plus Hispanics.
A mid-morning session on June 11 from Google Director of Creative Agency Development Cecelia Wogan-Silva involved a discussion on 2019 consumer trends pertaining to YouTube. “It is very interesting to see what they are doing internally,” Gavilán says, “with what data they have to help brands and their growth strategies.”
It also demonstrates how technology can be used to help leverage a brand’s understanding of the multicultural marketplace.
Still, the overarching theme of the conference is “culture-driven content,” and Gavilán frets that some brands forget about this.
Nuria Santamaria Wolfe, CEO and co-founder of Encantos Media is getting noticed. Lamenting the lack of culture-driven content in the marketplace, she drove the push toward more culture-driven storytelling.
Gavilán explains, “No one was connecting with younger kids and found an opportunity to create content that is really driven by cultural insights, and she found a niche.”
Wolfe started as a one-person show. “What she has done in terms of what she developed at her company but also as a Latina mother and entrepreneur ... I’m really excited that she will be there to tell her story,” Gavilán says.