If recent elections have told us anything, it's how unpredictable they can be. Old assumptions of how certain ethnic and age groups will vote might no longer hold true. If we are on a clear pathway to a multicultural majority, what will happen in the mid-term elections and what role will Hispanics play in 2022? Watch this webinar as our panel of experts get out their crystal balls and look at what candidates need to do to win the Latino vote.
Moderated by: Juan Carlos Lopez, U.S. Political Director/Anchor, CNN en Español
Deconstructing Diversity Study
October 26th, 2021
‘Deconstructing Diversity Today’ explored NBCUniversal’s commitment to valuable multicultural consumers and present a deep dive into the many components of Hispanic identity. In order to more deeply understand what diversity means today, the research looks at the role culture plays in shaping who they are, what matters to them, how they want to be seen, why this consumer is so important, and how to best connect and engage with them.
The U.S. Census Bureau results have been unveiled and there is no denying the economic impact Hispanics have across categories and for marketers’ bottom line. Come With Us to unlock the buying power and aspirations of 62 million Hispanics. Moderated by: Victor Paredes, HMC Education Chair and Executive Director of Account Planning, Lopez Negrete Communications, Inc.
Dana Sparber, NBCUniversal VP of Insights & Measurement
Carla Kelly, NBCUniversal SVP of Client Advocacy
No Seas Wey: A Case Study in the Intersection of Social Responsibility and Hispanic Marketing
October 5th, 2021
In a time when consumers are demanding transparency, cultural fluency and for brands to simply do the right thing, social responsibility has never been more important for brands looking to organically support and authentically connect with Latino communities. The brainchild of four advertising professionals, No Seas Wey (NSW) is a social responsibility platform addressing the social disparities of the Hispanic community. In this on demand webinar, you'll learn how NSW used creative problem-solving, collaboration, and a lot of imagination to address disparities in the Hispanic community magnified by the COVID-19 pandemic using murals across various cities in Texas. If your brands are seeking to amplify social responsibility messages, watch this webinar! Moderated by: Victor Paredes, HMC Education Chair and Executive Director of Account Planning, Lopez Negrete Communications, Inc.
Rafael Serrano, Co-Creative Lead/Writer and Founder of No Seas Wey
Matt Reyes, Co-Creative Lead and Founder of No Seas Wey
Ana Suarez, Social Media Lead and Founder of No Seas Wey
Alejandro Ramirez, Co-Creative Lead/Art Director and Founder of No Seas Wey
Latinos on the Pulse of Civic Engagement Webinar
September 21st, 2021
We frequently advise our brands that the stories we tell matter... but what happens when you use the power of our stories to increase Latino political power? Pulso, a non-profit media start-up, is doing just that by building trusted digital relationships and engaging with more than one million Latinos across the United States. You'll hear how Pulso has grown its audience across six different platforms, delivering culturally relevant news, history and in-culture content while encouraging civic participation locally and nationally. Moderated by: Victor Paredes, HMC Education Chair and Executive Director of Account Planning, Lopez Negrete Communications, Inc.
Liz Alarcón, Founder and Executive Director, Pulso
Elvin Noriega, Experimenter, Pulso
Lisann Ramos, Content Editor, Pulso
Your business by the numbers: Accessing the Census Business Builder and Other Tools
August 24th, 2021
When it comes to building campaigns and gathering insights, marketing strategies have to be rooted in data. With 2022 planning in full swing, marketers can access the new version of the Census Business Builder for free--and we'll show you how. In the webinar, you'll learn how to access census data, compile critical information about various markets, and for the first time, analyze groupings of up to 10 industries, and generate custom maps and reports. This upgraded resource also allows you to access metropolitan- and micropolitan-level data from the American Community Survey (ACS), Nonemployer Statistics, County Business Patterns and the economic census, as well as updated vintage years for other datasets. Watch this free demo of the Census Business Builder to plus up your 2022 Planning. Moderator: Victor Paredes, HMC Education Chair and Executive Director of Account Planning, Lopez Negrete Communications, Inc..
Bárbara Zamora-Appel, Program Analyst - Data User and Respondent Outreach/Economic Management Division, U.S. Census Bureau
Latinx Content Creators: Voices That Must Be Heard & How Brands Can Leverage Authentic Storytelling
August 10th, 2021
As sweeping demographics change America's cultural palate, consumers are demanding more authentic and compelling content from diverse perspectives and experiences. As brands expand their multicultural marketing to include increased investments in minority-owned entities, content creators are a critical piece. In this webinar, we featured a panel of Latinx content creators who talked about trends in their space, best practices when collaborating with agencies and brands, and, most importantly, the difference between tokenism and inclusion. If you are working with a brand who is rethinking their marketing mix, wants to grow in the Hispanic marketing space, and values DEI, this webinar cannot be missed. Moderator: HMC Education Chair Victor Paredes.
• Doralys Britto, lifestyle & beauty blogger, including a YouTube channel focused on lifestyle, beauty and content that empowers women.
• Jo Franco, travel host/expert and content creator in several languages, including English, French, Spanish, Portuguese, and Italian, and two YouTube channels DamonAndJo and JoFranco, amassing over 1.3 million subscribers.
• Penny Tovar, lifestyle creator who puts a comedic twist on everyday life by overtly speaking her racing thoughts and trying new things on her YouTube channel--a registered nurse by trade, education and perseverance are core values to her stories.
An Inside Look at Award-Winning Campaigns from the Strategic Excellence Award - Part 2
July 27th, 2021
The second session of the Strategic Excellence Award winners webinar spotlights additional 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. 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.
An in-depth discussion with the winning teams of Alma, d expósito & Partners, and Culture ONE World along with judges Jennifer Woods, managing director-VP insights & strategy, Captura Group and Claudia Oddo, audience marketing, Pandora. Moderated by: HMC Education Chair Victor Paredes, VP of creative content strategy at UWG.
An Inside Look at Award-Winning Campaigns from the Strategic Excellence Award - Part 1
July 15th, 2021
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, and their clients along with judges Maurice Cooper, senior VP, Guest and Brand Experience marketing at Target and Roberto Hernández, director social & digital strategy, Dieste, Inc. Moderated by: HMC Education Chair Victor Paredes, VP of creative content strategy at UWG.
Engaging Digitally with Powerful Multicultural Consumer Groups
An Inside Look at Hispanic & Black Consumers in the Digital Space
June 23, 2021
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 shared 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.
Moderated by: HMC Education Chair Victor Paredes, VP of creative content strategy at UWG
Danielle Hester, Product Marketing Manager, B Code
Francisco González-Cos, Audience Insights Analyst, H Code Intelligence Center
Interested in viewing the digital fact packs? Click on the links below:
H Code Hispanic Digital Fact Pack
B Code Black Digital Fact Pack
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.
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
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.
- 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.
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
Jose Levy, Chief International Correspondent & Chief Correspondent in the Middle East for CNN en Español
Mario Kreutzberger, better known as "Don Francisco"
VIEW RECORDING (ZOOM)
"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
CMC Research Chair Nancy Tellet, founder, brand & consumer navigator at PureClarity LLC
VIEW RECORDING (ZOOM)