Connecting National Campaigns to Multicultural Consumers using Hyperlocal Advertising Strategies

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The New Multicultural: Hyperlocal Digital Strategies for National Advertisers

APRIL 23, 2015
2:00 pm ET, 11:00 am PT

OVERVIEW:

Digital advertising has moved from a nice-to-have to an essential part of every multicultural marketer’s communication strategy. But as multicultural consumers become more digitally minded and media budgets shift to mobile, display, and video advertising, marketers find themselves asking the same question: how can I leverage digital strategies in a meaningful way for my consumers without sacrificing precision and efficiency?

In this panel discussion, we explore how marketers who now rely on traditional publishers’ digital channels can also take advantage of an often overlooked approach—hyperlocal digital advertising—to reach a complex and nuanced multicultural audience across the nation.

Attendees will:

• Assess the challenges multicultural marketers must overcome to reach digitally minded audiences
• Explore how hyperlocal digital advertising reaches multicultural consumers in neighborhoods across the country
• Discover how multicultural marketers are currently using hyperlocal digital advertising and measuring success

 

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DISCUSSION TOPICS:

• Assess the challenges multicultural marketers must overcome to reach digitally minded audiences
• Explore how hyperlocal digital advertising reaches multicultural consumers in neighborhoods across the country
• Discover how multicultural marketers are currently using hyperlocal digital advertising and measuring success

 

TARGET AUDIENCE:

The target audience is primarily marketing and business executives looking to leverage hyperlocal digital advertising to reach a complex and nuanced multicultural audience across the nation.
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SPEAKER BIOS:

Gonzalo del Fa, President at GroupM Multicultural

As president of GroupM Multicultural, Gonzalo plays a key role in all aspects of the multicultural media and marketing efforts initiated by GroupM agencies Maxus, MEC, Mediacom, and Mindshare. The goal of the division is to provide clients with a truly relevant, informative and trustworthy point of view of multicultural markets and audiences across the US, resulting in tailored communications strategies based on in-depth knowledge of consumers.

Under Gonzalo’s leadership, GroupM Multicultural handles $500 million in billings from clients such as AT&T, Unilever, VW, ConAgra, Colgate, Ikea, Subway, Church & Dwight, Campbell’s, Abbott, Marriott, Kimberly Clark, Scotts and many others.
He first joined the GroupM family in 2003 as Managing Director of MEC Argentina. During his three-year tenure there he helped the business grow and developed a reputation for creative media thinking and activation. In 2006, he moved to New York to launch MEC Bravo, the Hispanic division of MEC. At the end of 2007 he launched Mediacom MultiCultural, and in 2009 he was instrumental in combining the four agencies’ multicultural efforts under the GroupM banner.

Prior to joining GroupM, Gonzalo worked for Editorial Televisa as publisher of its New York office. Previously, he was the Marketing and Sales Manager of Hachette Filipacchi Agea, the largest multimedia conglomerate of Argentina. Gonzalo started his professional career at American Express Argentina, rising to the position of Marketing and Sales Manager after five years in the company.

In his spare time, Gonzalo loves playing drums in his hard rock band.

 

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Susan Lee, VP, Corporate Development at MaxPoint

After four years as a member of the ad sales leadership team at Univision, where Susan successfully launched the first national television Hispanic Advanced Advertising Initiative, Susan joined MaxPoint as the VP of corporate development. Prior to Univision, she developed and launched the mtvU co-branded credit card and loyalty program for Viacom/MTV Networks. Susan also held business development positions at The Walt Disney Company and AOL and was a financial analyst in the Financial Sponsors Group of Morgan Stanley investment bank. Susan has a BA in economics from New York University and an MBA from Harvard Business School.

 

 

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Register

https://attendee.gotowebinar.com/register/2928109781811885570
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