09 de junio de 2017
The annual conference of the Association of Hispanic Advertising Agencies (AHAA), starts today recognizing the need for understanding Multiculturalism in 2017, the situation of the U.S. Hispanic market under the Trump administration and development through digital platforms. On Monday 12th there will be a full schedule of sessions, panels and presentations that include the brightest minds in marketing.
Today the conferences of Álvaro Luque, CEO at Avocados from Mexico, and Laura Desmond, who served for 8 years as CEO at Starcom Mediavest will take place. Luque will talk about how he built a brand in a category that didn't have one and its huge impact on the Super Bowl, while Desmond will share what she has learned leading the media plan and purchase environment, with special attention to the dynamics of the Hispanic market.
There will also be two TED-style talks. One with Luis Balaguer, Co-Founder at Raze and CEO at LatinWe, together with Andrew Herrera, CEO at Remezcla, in which they will offer their perspectives on content and culture in a hyper-digital age. Another one with Katie Manderfield, Director of Content Strategy at T Brand Studio -brand marketing unit of The New York Times- on their vision and strategies and how to create content and experiences that shape audiences' opinion.
Additionally, There will be a panel titled State of Hispanic/Multicultural Advertising, that includes Javier Delgado-Granados, Group Director, Multicultural at Coca-Cola; Kevin McLaughlin, Marketing SVP at T-Mobile & MetroPCS; and Beatriz Rojas, Senior Multicultural Marketing Director at Kaiser Permanente. And Miguel Cervantes, lead star of Hamilton -theater play produced in Chicago-, will share his experience as a Latino actor in non-Latino roles.