MERCADEO Versión en español
Laura Hernández-Romine From GM: We Have Brought To The Organization The Celebration Of Culture And Our Roots
Manuela Walfenzao| 3 de abril de 2017
Yvette Peña, Laura Hernández, Nzinga Shaw y Jonathan Guerin
Manny Ruiz was the Chairman of the panel, together with Laura Hernández Romine, Director Global Media, Brand Entertainment and Diversity Marketing Manager at General Motors; Yvette Peña, VP for Multicultural Leadership and Strategy for the Hispanic Audience at AARP; Nzinga Shaw, Senior VP, Community, Inclusion and Diversity at Atlanta Hawks; and Jonathan Guerin, Senior Public Relations Manager at United Airlines. Ruiz started the conversation pointing out that it is an interesting moment in the U.S., “although there are troubled waters, what do you think brands can do to navigate them?.”Hernández-Romine explained they continue to make their multicultural efforts. “We have brought to the organization the celebration of culture, of our roots, and we will not drift away from this focus, despite the political crossroads. We are building the credibility of each brand and seeing which relate to multicultural group. My goal is that we don’t have to do this anymore. I have been through this for 20 years, I don’t want to ever hear again that this is Hispanics’ year. It must be part of the marketing DNA. Diversity must be something systemic for brands.”“In the aim to empower people, we work near them to ensure that multicultural is key in everything we do” explained Peña.Guerin spoke about the new type of leadership in United Airlines, that unites its workforce even more. He mentioned they are expanding the way they communicate with the Hispanic audience, like the influencers program.According to Shaw, the strategy has been to be a very vocal and open organization regarding the discussion of multicultural problems. “We have free clinics for emerging communities and half of the members of our board are members from diverse communities: Hispanic, Afro-Americans.”
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