Luis Caballero from Cox Communications: As diversity grows in the US, multicultural becomes the norm

In the panel, “Audiences that you cannot ignore”, Luis Caballero, executive director Marketing and Hispanic Strategy at Cox Communications said that for the company, access is the key to understand the audience. “We try to follow what that consumer does with the access we offer”. He pointed out that one of the main contents that Hispanic users download are sports and certain movies. Caballero added that it continues to be relevant to address users in their language and bilingual is the language of the web. He added that the more channels the audience has, the more contents he wants to see, that it is important to repackage and be flexible.”We are including English and Spanish in our commercials. We want to let the audience know that we have diversity”, he said. José Vélez-Silva, executive director of Multicultural Marketing at Comcast Cable, said they launched a bicultural initiative titled Because I can which was inserted into Anglo saxon programs such as The Voice and Undateable by NBC, “because hispanics are not a silo”. Caballero reinforced this idea by saying: “We must stop focusing on segments and shift our focus towards audiences. I think that as the tapestry of this country becomes more diverse, multicultural consequently becomes the norm”.The panel was also integrated by Serena Petrecca, International Sales and Marketing manager at Mediaset Italy, who attended the event for the first time and Burke Berendes, partner of Condista.