Podcast #24 - Cultural Evolution Panel

The constant push and pull between their traditional Hispanic and aspirational American values is what makes Latinos culturally unique. The need to strike a balance between their two cultures and identities and the desire to "crack" the American code is at the core of what differentiates Latinos from the mainstream.

Podcast #23 - ROI Panel

CFOs use the elusive marketing ROI to measure contributions made by CMOs. Yet, measuring the impact of marketing on sales is difficult. Attempting to measure Hispanic Marketing ROI poses additional challenges, such as isolating cause and effect; measuring the impact of investments in general media vs. Hispanic-centric media; and accurately accounting for purchases of bicultural-bilingual Hispanics in low-to-medium density Hispanic trade areas. Our panelists explored effective measurement techniques for side-by-side comparisons of Hispanic vs. Non-Hispanic Marketing ROI and discussed which metrics are needed to define and track short-term and long-term ROI between segments.

Podcast #22 - Social Media

There’s an amazing convergence happening between the growth of the U.S. Hispanic population and the growth of digital media. Hispanics increasingly use the Internet to keep in touch with family and friends on social networks, write product reviews, compare prices and shop online. Are your client's brands ready? In this session, we learned some of the key issues your agency will need to understand in order to successfully market to Hispanic consumers on social/digital platforms, including shopping behavior, social networks, translation, localization and mobile platforms.

Podcast #21 - Fireside Chat with Mark Addicks, CMO, General Mills

In this session, we heard from a best-in-class CMO who has launched and driven the cultural evolution of General Mills. Mark Addicks shared some of the barriers he overcame while launching multicultural programs and the challenges he foresees as brands strive to cross over from the general market.

Podcast #20 - How Doing Good is Good For Your Brand

Studies show that Hispanic consumers place heavy importance on a brand’s social responsible behavior when making a purchasing decision but that the majority of these consumers feel that there are few brands out there with those behavior traits. In other words, there’s a huge opportunity that we have yet to seize. In this Q&A session, Juanes discussed his first-hand experience as both a philanthropist and a successful artist. We learned why and how he got involved, how his priorities affect his business decisions and available opportunities, and what his learnings have been in this arena.

Podcast #18 - Immigration Debate - The Mindset & Economic Toll

The 2000 Census brought forth the beginning of a new century fueled by a Hispanic boom. Even the behemoths of our time like Wal-Mart and Bank of America led the charge in developing aggressive Hispanic strategies delivering healthy growth. Now, we face headlines suggesting a Hispanic bust with the anti-immigrant movement across 22 states, which is creating an environment where Latinos are beginning to question the ability to achieve their American dream. Our panel of distinguished guests explored the economic impact associated with the national immigration debate.

Podcast #19 - Census Discussion with César Melgoza, Geoscape

This session focused on what we can expect from Census 2010 results.

Podcast #17 - A Conversation with Recording Superstar, Pitbull, and Ruben Leyva

It is through the success and experience of others that we can learn how to overcome the daily challenges we all face, as we fight for our rightful place within our industry and organizations. It is said that art imitates life, so there is likely no better place to start than with organizations, institutions and those executives and artists already engaged in the process of thinking critically about culture and how we relate to one another as people.
Music and entertainment are at the vanguard of this movement!