Fabian Castro


The ANA Multicultural Conference concluded yesterday in the JW Marriott Live hotel in Los Angeles. Perhaps the most characteristic statement about multicultural marketing was when Lauventria Robinson, VP Multicultural Marketing at Coca Cola said that “multicultural is in the fabric of Coca-Cola, former Multicultural Managers are now leading entire brands”. Multicultural marketing now needs to be an essential part of the job description of brand managers.

In similar fashion Marc Strachan, VP of Multicultural Marketing at Diageo North America, said that the function of Multicultural Marketing Director should no longer exist once the integration of the multicultural marketing tasks into Diageo’s brand managers work is complete.  Strachan gave a presentation on Diageo’s Multicultural Marketing Evolution. “I don’t sell booze, I sell lifestyle  accessories”  Strachan also pointed out that brand strategies should be inclusive: “The Master Brand Strategy should be singular, and broad enough to speak to a culturally diverse mainstream.”

I don’t sell booze, I sell lifestyle  accessories.

Hollywood and Multicultural Audiences

Association of National AdvertisersFabian Castro, VP of Multicultural Marketing, Universal Pictures and Rick Ramirez, SVP Targeted Marketing at Warner Brothers  participated in the panel on how Hollywood connects with Multicultural Audiences. “Hollywood hits now have a significant Multicultural and Latino component,” Castro said.

“When we release a movie, the positioning and the messaging is global. We add the nuancing. There is a global roll-out. The Multicultural discussion becomes a part of the overall discussion in the room,” Ramirez said. He added that  “movie marketing at a core is an emotional connection. At the crux we have to understand how to make that connection with the consumer. Beyond that,cultural insights are brought into the nuances.”

“Our world is multicultural, our films are universal, ” Castro added. One out of every 4 movie tickets in the U.S. are sold to Latinos. “We thrive to build a connection , but more importantly engage a multicultural community,” Castro concluded. Particularly important is to reach out to millennials. Here it is paramount to be at the forefront of the Interactive experience. ” We are always out there to see what is on the horizon on the social media platforms. We then use  the attributes of the movie to play into that,” Ramirez pointed out.
Castro and Ramirez said that horror movies are  genres that resonate a lot with multicultural audiences. “Experience the fear of the unknown together. Hispanics want to go to  movies together and experiencing an emotion together,” Castro said. Ramirez added that  Family friendly movies, like “Despicable me” are also great hits among Latinos.

Read the ANA Multicultural -Day 1 Wrap Up: “Lead with ethnic Insights first”

Brightstar invests in YaSabeJUAN CHOUZA sends “fruits” to his clients and prospects. He notes that fruits always come across as a nice and attention grabbing gift. To prove his point, Chouza, a Digital Sales Executive at ImpreMedia in New York, sent Portada’s publisher Marcos Baer a bouquet full of delightful fresh fruits from Edible Arrangements. It’s the Holiday time, the time when people give gifts to family, friends and business partners. Portada’s editorial team thought that it would be timely to do a survey about gifts in the Latin Advertising and Media Industry. So we asked major client, agency and media executives what is the best present they ever received and which one was the most weird or awkward. The results of our survey may take the guess work out of your gift-giving.

FABIAN CASTRO, VP Multicultural Marketing, Universal Pictures
“The nicest present(s) that I’ve received continue to be the Talavera décor items from Puebla Mexico that we get every holiday from Lopez Negrete. So far, I’ve received a tiled pitcher and decorative plate that I keep on my office’s coffee table. It is a clever and beautiful way of sharing Hispanic craftsmanship that one would be proud to display in an office.”
“The weirdest present I’ve received is a package that simply had one pencil with the company’s name on it. No note, no explanation. And the kicker was that the pencil’s tip was broken.”

COURT STROUD, Director of Sales, V-Me Media
“Very early in my career I sent some cupcakes to a prospect who hadn’t been returning my calls. On top of the box, I glued an old sneaker ‘in order to get my foot in the door’. So corny and I took a lot of ribbing from the buyer -But I did get a call and I did get the meeting.”

FELIX PALAU, VP of Marketing, Tecate Equity
“An acoustic guitar from Premios TecateTexas.” “A gift box that was empty. I’m sure who ever packed it made a mistake, but what was weird was figuring out how to say thank you for your… gift.”

GUILLERMO ABUD, VP Digital Director , MV42 MediaVest
“A basket with Mexican tamales with a Mariachi hat.”
“A pen from the competitor of the company who sent the Tamales. I guess it falls in the joke category and not necessary weirdest.”
MIKE FOLEY, Brand Manager U.S. Hispanic and Export, Post Foods
“I am not able to accept presents from vendors. To me, it’s more valuable to have their trust, partnership and thought leadership. That is truly invaluable.”

STEPHANIE DA COSTA, Media Director, Wing
“Trips are always great! A few years ago I got invited to a women’s only spa/golf weekend at Amelia Island. It was in an effort to help women learn to play golf since its common for men to make deals on the course. Not only was being invited to a trip great, but the premise of the trip was really unique.”“I don’t have any weird presents that I ” remember – so I think that’s a good thing! I do remember thinking that my team was sent dog cookies because of the name of the cookie company! It was difficult to convince our team otherwise and actually enjoy the cookies. They were delicious!”

EMMA VÉLEZ LÓPEZ, Director of Advertising U.S. Hispanics, DIRECTV
“Some of the nicest presents I got, was when I received flowers as thank you for a project. I always think that flowers are a simple, yet beautiful gesture. It brightens the office, immediately makes me smile and all my colleagues. And it keeps everyone guessing on what was the special occasion! Love it! “
“Maybe I have blocked my memory from any weird gifts, but I do not recall receiving a very weird present. I have gotten food items that I simply did not like the taste, but those were presents that we I still enjoyed getting.”

“We provide solar flowers as our gift. This is a really compelling gift which is in line with our image of an innovative company.”

STACEY ABREU, Associate Media Director,MindShare
“I received wonderful congratulatory well wishes from the vendor community when I had my son; this meant a lot to me.”

CARMEN TORRES, Media Supervisor, 22Squared
“A Swiss Army laptop bag.” “A napkin with a company logo.”

Will Hispanic Advertising grow in 2013 and if so how?  Portada asked eight major clients and media executives at advertising agencies. Most see strong growth in mobile, digital (particularly online video). Regarding audiences,  there is a strong interest in reaching out to the bilingual/bicultural Hispanic. SoLoM0 (Social, Local and Mobile) is seen as one of the  main trends building up in 2013 and throughout the rest of the decade. The emphasis on digital media should not hide that the main dollars will likely continue to be going towards broadcast media. As Post Food’s  Mike Foley summarizes:”We have a strategic mix of traditional and exploratory media. We will not be walking away from our levels of TV, radio and Branded Integrations with all of the top Hispanic networks”. More insights and details below. (Next week we will be reviewing the main challenges coming up in 2013 as seen by these major executives).

Stacey_Abreu, Associate Media Director, Mindshare
Stacey_Abreu, Associate Media Director, Mindshare

Stacey Abreu, Associate Media Director, MindShare
(together with Yvette DelValle, Associate Media Director Mindshare)
For media types, it is digital and mobile. Both are extremely important contact points, as the Hispanic community over indexes on all digital and mobile activities more than any other segment (e.g. general market, AA). The Hispanic population is also younger vs. the general market making them more inclined to be tech savvy and own a smartphone. When planned and executed correctly, both these channels have proven extremely effective across the spectrum of brand goals/metrics; for awareness campaigns we have seen the strongest CTR and for acquisition we have delivered on positive ROI figures.”

“The audience with the strongest opportunity is the bilingual/bicultural Hispanic. Over the past 10 years this segment has grown immensely, doubling its size and ultimately influencing the marketplace from a media (many English-language properties are now targeting Hispanics) and pop-culture (it is “cool” to be ethnic) perspective. If we don’t continue to enhance our communication plans by connecting with the bilingual/bicultural Hispanic and developing consumer journeys that take into account where and when they are receptive (Digital and Mobile being a key part of this) it will be a lost opportunity in the future.”

Guillermo Abud, VP Digital Director, MV42 Mediavest
Guillermo Abud, VP Digital Director, MV42 Mediavest

Guillermo Abud, VP Digital Director, MV42 Mediavest

“I think the opportunities are mostly around the Social Media, Mobile and Online Video.  Social Media is getting lots of traction since Hispanics are “Social by Design”, Mobile since there is a huge mobile penetration and little has been done in the market and Online Video since supply and demand are increasing considerably. We should also take a closer look in the SoLoMo space… (Social, Local and Mobile) as we approach 2014. 2013 will probably the base for constructing SoLoMo.  When it comes to the audience, many advertisers and agencies are looking at targeting even more at the Hispanic Second and Third Generations where the bilingual Hispanic play a huge role for our clients growth.  We will continue exploring better ways to target Hispanics around their passion points, such as music, entertainment and soccer and for CPG companies, moms are also a focus. ”

Fabian Castro, Multicultural Marketing Director, Universal Pictures
Fabian Castro, Multicultural Marketing Director, Universal Pictures

Fabian Castro, VP Multicultural Marketing, Universal Pictures

” The Hispanic audience continues to be an important target audience for Universal Pictures.  A huge opportunity for us will be mobile and tablet use, since it is fast developing into Hispanic’s preferred source of information for movie content, trailers and show times in both English and Spanish. We will definitely be developing strategies that involve mobile in all levels of moviegoer’s purchasing funnel.”

Stephanie Da Costa, Media Director, Wing
Stephanie Da Costa, Media Director, Wing

Stephanie da Costa, Media Director, Wing
“The main opportunities will be within digital – online/mobile/social to the bicultural segment (in both languages) and themes like parenting and retail will likely grow.”

Mike Foley, Brand Manager and Export, Post Foods
Mike Foley, Brand Manager and Export, Post Foods

Mike Foley, Brand Manager U.S. Hispanic and Export, Post Foods

“We have a strategic mix of traditional and exploratory media. We will not be walking away from our levels of TV, radio and Branded Integrations with all of the top Hispanic networks, but we overlay new media tactics within our traditional media plan to test new methods and understand how those are used by consumers and how they engage with the brand. We will continue with digital in a big way around traditional digital banner/OVU tactics as well as understanding the right way to utilize mobile and continue our success with social via Facebook fan page ‘Pensemos Positivo’, our Twitter handle and even with Instagram.”

“We target our consumer by archetypes and not so much by acculturation levels. It doesn’t matter if she is Spanish dominant or preferred – it matters how she lives her life and how our brands can connect with her in a meaningful away. I strongly feel that is the best way to stay top of mind and brand loyal.”

Felix Palau - VP of Marketing for Tecate, Tecate Light, Bohemia
Felix Palau – VP of Marketing for Tecate, Tecate Light, Bohemia

Felix Palau, VP of Marketing, Tecate Equity

“The main opportunity we have identified for Tecate and Tecate Light in 2013 is creating engaging experiences for consumers. Given that Spanish-dominant and bilingual Hispanics spend a large portion of their day connect to the Internet or mobile phones, we are focusing our plans on creating these experiences at various consumer touch points, whether it be through social media engagement, sponsorships, videos, etc. Additionally, we are taking a more local approach to our marketing plans, which will give us the flexibility to create programs that are truly relevant to the Hispanic consumers in our key markets.”

CarmenTorres, Hispanic Media Supervisor, 22Squared
CarmenTorres, Hispanic Media Supervisor, 22Squared

Carmen Torres, Hispanic Media Supervisor / 22squared

“Hispanics are early adopters of new media and technology. However, many advertisers still struggle with the inclusion of emerging media as part of the media mix to reach the Hispanic community. Hispanics over-index versus the total population in the use of online video and digital, mobile and social media; but advertisers have not yet identified how to use these vehicles to target Hispanics. In 2013, there is a huge opportunity for advertisers to tap into these vehicles to engage with the Hispanic community. Digital technology plays an important role in the lives of Hispanics, as it’s primarily linked to two of their most important pillars: family connections and culture. The Internet makes their lives easier by providing quick access to information, products, and news from their countries of origin. It is key for agencies and advertisers to understand how Hispanics relate to these vehicles so we can provide relevant content and use for this consumer. ”
“Another area of opportunity is sports, as it is considered a key touch point to reach Hispanics. It facilitates interaction with both Hispanic and American culture, especially when the Hispanic population growth is coming from U.S.-born Hispanics who will likely become fans of both traditional Hispanic and traditional American sports. We are also seeing a proliferation of Hispanics playing American sports, like Victor Cruz playing for the New York Giants, which helps Hispanics connect with non-traditional Hispanic sports. For advertisers, sports can be a useful tool for connecting with the more acculturated Hispanic consumers based on their sports preference.”

Emma Velez Lopez, Hispanic Marketing Director, DIRECTV
Emma Velez Lopez, Hispanic Marketing Director, DIRECTV

Emma Velez-Lopez, Director Advertising U.S. Hispanics, DIRECTV

“In 2013 there will be many opportunities to reach the U.S. Hispanic market. You will see more digital media growth and even more testing in mobile. However, you will continue to see the high investments on TV. In particular, when one of your goals is to generate a phone call. Also, next year, there will be more opportunities to address all levels of acculturated USH segments across the board, Men vs Women and the entire family unit. As more data is available on the behavior, technology and media consumption of Hispanics, you will see more marketers fine tune the way to go to market and reach these groups more efficiently. The beauty about the paid TV service, in particular about DIRECTV,  is that you have content and technology to satisfy both the Spanish and English language TV viewing experience.”

2013 Predictions

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