Page 45 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
Manuel Campos ● Director - Multicultural Brand & Advertising, Sprint
Manuel Campos leads Multicultural Brand and Advertising at Sprint. He joined Sprint in 2015 and is responsible for leading partner agencies, Alma and m8, to develop “breakthrough and relevant creative for the Latinx consumer.”
Manuel fills this position after Sprint Executive Chairman Marcelo Claure acknowledged the need to address the Hispanic segment to contribute to Sprint’s turnaround. He reports to Director of Multicultural Marketing
Alberto Lorente and has a direct line to CMO Roger Sole-Rafols for Hispanic creative.
In 2016, Manuel led the Hispanic agency review awarding Alma (creative, strategic planning) and m8 (social, digital, search) as agency partners.
Prior to Sprint, he spent 10 years as Account Director at Conill Advertising, leading the Hispanic account for T-Mobile USA, which is merging with Sprint.
What are some of the ways you and your team embed Multicultural/Hispanic efforts into the fabric of your organization, in order to ensure that the segment is prioritized accordingly?
When Marcelo Claure was appointed CEO, he recognized that winning with multicultural would be essential for business growth. Marcelo started by putting together a truly diverse leadership team including Hispanics at the highest levels: CMO, COO, Chief Legal Officer. Sprint also established a multicultural business unit, invested in talent, agency partners and, importantly, invested in the segment as a business with its own dedicated budget, products and services, and marketing and advertising.
A key success factor with how the Latinx segment has contributed to Sprint’s business is how we are structured in the organization. If you reference AIMM’s Organization Structure playbook, you can say that we have a “Dedicated/Segment-Specific Structure” in that we are a business unit with dedicated budgets for marketing, inclusive of media, production and agency fees. This approach includes a team of Latinx experts with autonomy to develop our own marketing and creative approach to the segment.
It seems that there’s no question that the Hispanic consumer is vital for Sprint.
In today’s business world, targeting the Hispanic segment is no longer an option, it’s an imperative for business growth; it’s a marketplace reality.
Our service and device offerings directly address the needs of a segment that over-indexes in tech, cell usage, use of social, connectivity and family size. We invest in the ability to measure the segment, which allows us to be held accountable for our efforts by calculating ROI while at the same time help provide rationale to our recommendations.