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HISPANIC MARKET OVERVIEW 2019 Powered by HispanicAd.com
LATINA LEADERS, AND SHOPPING GATEKEEPERS
We don’t want men to be talking about women. We want to give them the voice.
This is a refrain shared by many in multicultural marketing today, and it’s why a CMC conference discussion on the Latina as the decision-maker on big home purchase and spending is on the agenda.
“Women are the gatekeeper and we wanted to make sure that came through crystal-clear in our conference,” Gavilán says.
This was also planned for a session in which Richards/Lerma Brand Management Principal Salma Gottfried moderated a panel featuring Tenet Healthcare EVP/Marketing and Communications Marie Quintana.
For Gavilán, Tenet is ahead of the curve on outreach to Latinos.
A CMC closing session will focus on the changing state of the agency business, with 4A’s President/CEO
Marla Kaplowitz joined by PM3 partner Eduardo Perez and Anomaly CEO Frankie Rodriguez. Meanwhile, Gavilán says the industry is now past the point where the CMC conference will have
sessions dedicated to digital strategy; it will be weaved into the overall agenda.
Also of interest: the segmentation and “how nimble” Match is in making shifts on outreach to multicultural groups is the subject of one CMC session.
Finally, a 2020 Presidential Election session moderated by industry veteran Chiqui Cartagena will be joined by Hispanic agency pioneer Ernest Bromley and political commentator Ana Navarro. Political power of the Latino electorate will be discussed – along with political dollars and how to make political creative resonate with potential voters.
Bromley has taken the latter topic and has run with it, using his years running a San Antonio-based agency to help candidates best reach voters – and get them to commit to voting for that candidate.
The CMC conference will also see a Hall of Fame induction ceremony, sponsored by State Farm. This year, Al Aguilar, Tony Dieste, Alex Lopez Negrete, Luis Miguel Messianu and Ingrid Otero-Smart — contemporary legends of Hispanic marketing and advertising — are to be inducted into the CMC Hall of Fame.
Says Gavilán, “There wouldn’t be a Hispanic market if it wasn’t for those five individuals, in their own special way. And it reminds us how we got to where we are today, and that the Hispanic market didn’t start just 10 years ago.”
Then, there is the official naming of the 2019 CMC Marketer of the Year: AARP.
“For the last few years we’ve been looking and recognizing brands that have made a long-term commitment to our space,” Gavilán says. “If you look at what AARP has done in the multicultural space, and specifically Hispanic, in the last 10 years, I don’t think a lot of people have seen their work, and how they understand this space. They’ve done an incredible. It is also a way for us to recognize a brand that has been doing it right for several years.”
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