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HMC Webinar

 

The HMC Webinar Series present high-caliber content from top industry thought leaders, cutting-edge research, and educational panels. Not only do members get first and unlimited access to HMC’s groundbreaking research, but HMC Webinar Series features dynamic and interactive one-hour sessions with notable news-makers, C-suite leaders and top trendsetters in the industry.
 

Presented by: 

 

 


Upcoming Webinars:

 

Engaging Digitally with Powerful Multicultural Consumer Groups

An Inside Look at Hispanic & Black Consumers in the Digital Space

Wednesday, June 23, 2021 at 2:00 p.m. EDT


Presented by:   
 

The key to great marketing is understanding your data and audience. Today, the U.S. Hispanic GDP is growing 72% faster than the nation’s economy overall and in 2019 alone Black buying power was $1.4T according to the Selig Center for Economic Growth. It is clear that engaging with Hispanic and Black consumers represents a significant revenue growth opportunity, and brands need to pay attention to the shifting expectations and purchase intentions within these audiences.

 

There is an overwhelming opportunity for the marketing and advertising industry to truly examine, invest, and engage with the Hispanic and Black audience in authentic ways through the digital channels they love.

 

Speakers will share insights from the 3rd annual Hispanic Digital Fact Pack & B Code’s first Black Digital Fact Pack. Each provides a baseline for the behavior and attitudes of the Black or Hispanic audiences online and is designed to guide brands and agencies strategically.

 

Moderator: CMC Education Chair Victor Paredes, VP of creative content strategy at UWG
 

Speakers:

Danielle Hester, Product Marketing Manager, B Code

Francisco González-Cos, Audience Insights Analyst, H Code Intelligence Center

 


 


Webinar Session 1: An Inside Look at Award-Winning Campaigns from the Strategic Excellence Award

Thursday, July 15th at 2:00pm EDT
 

Original creative grounded in cultural insights is the cornerstone of today’s advertising campaigns and engagement plans, especially as demographics rapidly shift to a multicultural majority--with Hispanics as the largest segment. The Strategic Excellence Award Winners webinar spotlights successful campaigns that have resonated with their target audiences and delivered for their clients because they were rooted in insights and backed by solid planning. An in-depth discussion with Alma and Dieste, gold and silver winners and judges Maurice Cooper, senior VP, Guest and Brand Experience marketing at Target and Jennifer Woods, managing director-VP insights & strategy, Captura Group.


 


Webinar Session 2: An Inside Look at Award-Winning Campaigns from the Strategic Excellence Award

Tuesday, July 27th at 2:00pm EDT
 

Original creative grounded in cultural insights is the cornerstone of today’s advertising campaigns and engagement plans, especially as demographics rapidly shift to a multicultural majority--with Hispanics as the largest segment. The Strategic Excellence Award Winners webinar spotlights successful campaigns that have resonated with their target audiences and delivered for their clients because they were rooted in insights and backed by solid planning. An in-depth discussion with  Alma, d expósito & Partners, and Culture ONE World, gold and silver winners and judges Roberto Hernández, director social & digital strategy, Dieste, Inc. and Claudia Oddo, audience marketing, Pandora.


 

 


CMC Webinars On Demand:


The Intersectional Afro-Latina Experience Webinar

March 9, 2021

 

Pew Reports that 1 in 4 Latinas self-identify as afro descendant. Matters of race and identity are incredibly interconnected. Our struggles and the culture we create in America is increasingly intersectional. As Black History month comes to a close, we reflected on the importance of exploring the little-known history and cultural impact of Afro-Latino culture. From a shared struggle with segregation, hate crimes, colorism and erasure; to the rich cultural creations in music, entertainment and sports. Watch this rich conversation with three Afro Latina leaders sharing their experiences from three different perspectives.
 

Speakers:
Joanna Franco - Entrepreneur, Writer and Founder of Shut Up Go travel blog
Lori Montenegro - Head of Telemundo Noticias and Bureau Chief for Telemundo DC Office
Lizette Williams - Head of Global Vertical Solutions Marketing, Facebook

 

Moderated by: CMC Education Chair Victor Paredes, VP of creative content strategy at UWG
 

 

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Navigating a Remote Workforce | The Impact on Businesses and Employees

March 4, 2021

 

Are you, as a business or as an employee, prepared for a long-term remote workplace? As Marketing, Advertising, & PR agencies consider this reality, questions arise that impact not only business owners, but the employees themselves.

We discussed how to navigate tax and compliance laws, recruitment, workers compensation costs, employee work/life balance, and more. If you are an executive, HR professional or an employee you want to watch this webinar.
 

Conversation Highlights:

  • Is your business equipped to handle this change long term?
  • Which positions and job titles should be transitioned to remote and which shouldn’t?
  • How does a remote workplace impact compensation packages for employees (i.e. salary reductions to offset travel to/from office)?
  • What cost impact should be anticipated?
  • How does multi-state recruitment impact talent acquisition?
  • What are the challenges and/or opportunities associated with building strong and cultures as it applies to remote environments?
     

Moderated by: CMC Education Chair Victor Paredes, VP of creative content strategy at UWG


Speaker: Kristin Russum, Director, Human Capital Services, TriNet, Inc.
 

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New Ways of Connecting with Audiences in a Post-Covid World

February 12, 2021
 

After nearly a year of pandemic social distancing, media companies have had to get creative in providing consumers with compelling content and interactive platforms. After a career spanning 60 years, Don Francisco is returning to all screens with a new virtual talk show for a limited interactive series that marries video content, social media and digital engagement, where viewers become co-creators of content alongside Don Francisco. In addition, CNN en Español is augmenting its international news coverage with the launch of a podcast featuring analysis and interviews with today’s top newsmakers by celebrated journalist and longtime Chief International Correspondent José Levy. Learn how studios are adapting to 100% virtual production while engaging an international audience; what reporting strategies are needed to tell stories in an age of misinformation; what technologies are emerging that blur the lines between talent and fan; and how media networks have leveraged social distancing to develop engaging multi-platform content, giving advertisers a chance for an even more personal relationship with consumers.

Moderated by: Cynthia Hudson, senior vice president and managing director of CNN en Español and Hispanic strategy for CNN/U.S


Speakers:

Jose Levy, Chief International Correspondent & Chief Correspondent in the Middle East for CNN en Español

Mario Kreutzberger, better known as "Don Francisco"

 

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"Welcome to The Evolution!” An Advanced Culture Deep Dive

January 26, 2021

An advanced cultural literacy course including a deep dive into the “Cultural Closets” of Black & Hispanic Gen Z’s & their parents to discover what they are keeping, throwing out & adding in…including 1 element CRUCIAL to cultural literacy + the Multicultural reality of our daily lives [or not] including:
  • How comfortable we say we are with all types of people (race/ethnicity/LGBTQ+, rich people and more)
  • Who is least comfortable when they are the only 1 of their racial/ethnic segment when in certain situations
  • The importance of “cultural comfort” & how it exhibits itself in real life
  • Who & what we trust and distrust; family members, other personal relationships, our doctors, our schools, our institutions, & our politicians; Whose trust circles are most narrow & whose are most wide?
  • A look at how stressed Gen Zers are, what is causing this stress and how Black & Hispanics react differently to it than Non-Hispanic White Zers

Presented by:
CMC Research Chair Nancy Tellet, founder, brand & consumer navigator at PureClarity LLC
 

 

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Media, Technology & the Escalating Power of Culture in Content

December 15th, 2020
 

How do multicultural Gen Zers stack up when it comes to tech obsession and content at their fingertips? What are they watching, and who's getting it right? After all content is culture. With SVOD, YouTube and social media featuring increasingly diverse & global content, how is that impacting our cultural perspective? 
 

Which platforms are cutting through the clutter and how can brands use them to leverage their products and services? Watch this webinar if you are looking to beef up your multicultural literacy and connect with diverse teens and under 50 adults!

 

Presented by:
CMC Research Chair Nancy Tellet, founder, brand & consumer navigator at PureClarity LLC
 

 

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Avoid Brand Break-Ups with Gen Zers and their Parents 

November 12th, 2020


What are the  cultural "fails" that make Gen Zers (ages 13 to 17) and their parents (ages 25 to 49) break up with a brand? We'll show you some examples of what NOT to do, who notices these gaffes and what calculated cultural risks paid off. You'll also learn the ins and outs of brand relevance, brand discovery, price points and other values meaningful to these segments. Don't be culturally illiterate--this webinar is a must watch!


Moderated by: 
CMC Education Chair Victor Paredes, VP of creative content strategy at UWG  

 

Presented by:
CMC Research Chair Nancy Tellet, founder, brand & consumer navigator at PureClarity LLC

 

VIEW RECORDING (ZOOM)
 


Countdown to Decision 2020: How Will Hispanics Influence the Vote & Direction of Our Nation

October 15th, 2020

 

With the 2020 election coming soon, what does each candidate need to do to win votes? Will Hispanics become the deciding vote in key battleground states? What role will census and voter registration campaigns have? With hot buttons including COVID, Black Lives Matter, immigration, voter suppression and the intersectional struggles Hispanics share with other groups, this expert panel covered it all and provided their insights and predictions.

Moderated by: CMC Education Chair Victor Paredes, VP of creative content strategy at UWG  
 

Speakers:
•    Fernando del Rincon, Host of "Conclusiones," CNN en Español
•    Juan Carlos Lopez, Senior Political Director and Anchor of DirectoUSA/Choque de Opiniones, CNN en Español

•    Lori Montenegro, Head of Telemundo Noticias and Bureau Chief for Telemundo Washington DC Office
•    Janet Rodriguez, White House Correspondent, Univision Network

 

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The Cultural Intersection of Politics, Issues & Movements -- What Marketers Need to Know

October 13th, 2020
 

Between a pandemic, a social justice movement and an election, 2020 is a critical year. From a social and demographic standpoint, 2020 marks the first time a generation--ages 0 to 17--is a multicultural majority. As part of CMC's landmark study, "Multicultural Majority: Are We Ready or Not?" we conducted quantitative and qualitative research among Gen Z (ages 13 to 17) and their parents (ages 25 to 49) to see how they view themselves, the world around them, and, particularly timely, political & social issues. Spoiler alert -- everything is culture!
If you missed this eye-opening webinar that is the first in a series covering the current and future clout of this game-changing generation click on the link below to view.


Moderated by:
CMC Education Chair Victor Paredes, VP of creative content strategy at UWG
 

Presented by:
CMC Research Chair Nancy Tellet, founder, brand & consumer navigator at PureClarity LLC


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Highlighting Ideas that Work Award Winning Campaigns Fueled by Planning and Cultural Insights

July 14th, 2020

 

Cultural Insights and Planning are the bridge between complex consumer data and creative in any successful campaign.  This CAPE Award webinar spotlights two successful campaigns that have resonated with their target audiences and delivered for their clients because they were rooted in insights and backed by solid planning.
 

Joined the teams from LERMA/ and MediaCom as they showcased their award-winning campaigns that were fueled by cultural insights.

Link to the video PRXPR click here

 

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An Inside Look at Award-Winning Campaigns from CAPE Awards 

July 8th, 2020
 

With culture in a state of volatility, uncertainty, and change – multicultural insights are more imperative than ever.  

An in-depth discussion with Alma and Urias Communications, gold and silver winners of the 2020 CMC Culture Account Planning Excelencia (CAPE) Awards.

This webinar took an in-depth look at the art of planning and the cultural insights behind these award-winning campaigns.

These two winning teams shared the secrets of their success and how their role was critical to ensuring the success and reach of each marketing campaign. The CAPE judges also discussed why those entries were worthy of recognition.

 

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CNNE Townhall The Pandemic, Politics & Protest: The Impact on the Hispanic Community

June 24th, 2020

Our country was facing some unique challenges: the COVID-19 pandemic, an election year in a polarized environment and a reckoning in race relations. CNN en Español health contributor Dr. Elmer Huerta, Juan Carlos Lopez,  U.S. Political Director and Anchor of DirectoUSA/Choque de Opiniones along with journalist Gustavo Valdes Correspondent at CNN as they joined CMC for an unprecedent townhall discussion on how our community was affected and what to expect in the next few months.

Moderated by: Cynthia Hudson, senior vice president and managing director of CNN en Español and Hispanic strategy for CNN/U.S. 

 

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Agility in Content Creation Trends

June 17th, 2020 

 

The recent stay at home and social distancing restrictions have led to a greater demand for creating original content faster. Research suggests that multicultural consumers are spending up to five more hours on social media than in the past. In addition, Nielsen data suggests that multicultural consumers are spending up to three more hours per day with audio and video content across different platforms.  In this webinar, we explored innovations in agility, scalability, and creativity in content creation and influencer marketing in a future that is reset by multiculturalism, Covid-19, and our country’s ongoing struggle with racism. Moderator Cristy Clavijo-Kish joined by a diverse group of marketers and creators from YouTube Black, BSM Media,Talento Unlimited and other platforms.

 

Panelists:
Maria Bailey, Founder & CEO- BSM Media, author & expert "Marketing to Moms".
Anabelle Blum, Spanish-language TV host, content creator and fashion entrepreneur.
Joanna Franco, Entrepreneur, founder and writer, shutupandgo.travel
 

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Nestlé CMO On Multicultural Marketing in the New Normal

May 18th, 2020
 

We live in a time where brands are being forced to step up and rethink their approach and their appeal not just because of COVID-19 but also to reach an entirely new multicultural audience in a culturally competent way.

Nestlé USA is ahead of other brands because it has invested the time and creativity necessary to become a frontrunner in the Hispanic market across its multiple brand portfolios and for this CMC named Nestlé USA as its 2020 Marketer of the Year.

Alicia Enciso, CMO for Nestlé USA and Ingrid Otero-Smart, president/CEO of Casanova/McCann talked about the culture marketing strategies for today and tomorrow. 

The wide-ranging webinar discussion covered: 

• How Nestlé USA prioritized outreach to multicultural audiences in a way that is inclusive and has had a positive impact on the community and the growing majority and how this will continue in our new reality;
• Brand activations for a diverse portfolio of iconic brands including Abuelita, Coffee-mate, Outshine, Hot Pockets, Nescafé Clásico, NIDO, Nesquik;

• Nestlé’s 360 approach to culture marketing extends beyond brand-specific efforts and into their corporate offices;

• Changes ahead in response to new market realities.

 

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What Big Data And AI Reveals About The Impact Of Covid-19 On Diverse Communities

April 30th, 2020

In today's "new reality" we needed to better understand our customers, workforce, and our communities. Culturintel’s AI-powered tech mined over 100 million open-sourced and unsolicited digital discussions (happening everywhere beyond social media) to understand how people were organically related and expressing the impact of COVID on their everyday lives. Lili Gil Valletta, CEO of CulturIntel and Cien+, shared what the CulturIntel COVID-19 People IMPACTmeter analysis revealed about the economic, psychological, and emotional impact among Hispanics, bringing real-time and agile insights.
In the webinar, it was covered:
• What was the impact by gender and age groups?
• What it meant for our business, our employees, our communities, our consumers?

Moderated by: 
Victor Paredes, CMC Education Committee Chair and VP Creative & Content Strategy of Uniworld Group, Inc.

Speaker:
Lili Gil Valletta Co-Founder and CEO, CULTURINTEL & CIEN+

 

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DOWNLOAD PRESENTATION (PDF)

DOWNLOAD INFOGRAPHIC (PDF)

 


Creativity & Purpose Post COVID-19 Webinar

April 20th, 2020

Purpose-driven campaigns, creative expressions, and the creative industry as a whole have the unlimited potential to inspire action and progress towards advancing a better world. In this webinar we learned from leading creative Luis Miguel Messianu some best practices and the role of creativity as a force for good, particularly during this global pandemic.

Moderated by: 
Victor Paredes, CMC Education Committee Chair and VP Creative & Content Strategy of Uniworld Group, Inc.

Speaker:
Luis Miguel Messianu, Creative Chairman and Chief Executive Officer of Alma

 

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Understanding Cultural Intersections - A  Business Imperative Now!

January 30th, 2020
 

The fast paced cultural evolution of today’s America calls for marketers and business organizations to design their strategies and content for a new mainstream where understanding the interconnections of race, class, gender, age and culture is a business imperative. 
 

This panel explored this dynamic diversity and the strategic and cultural implications. With 2020 the first year where the under 18 population is predominantly multicultural and when people of two or more races will be the fastest growing population group for the next 40 years. We explored what to expect in the new decade and best practices for succeeding in an ever changing multicultural America in 2020 and beyond.

 

Moderated by:
Victor Paredes, CMC Education Committee Chair and  VP Creative & Content Strategy of Uniworld Group, Inc.

 

Panelists:

Karina Dobarro, SVP Managing Director of Horizon Media
Claudia Oddo, Audience Marketing of Pandora
Telly Wong, SVP & Chief Content Officer of IW Group

 

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Cross-Platform Measurement in the Evolving Landscape (Members Only)