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#Portada16: Are Multicultural Media Buying Agencies Necessary?

One of the key highlights of the many sessions of #Portada16, co-produced with MediaPost last week, was the panel "Do Multicultural Media Buying Agencies have a Reason to Exist? The panelists argued passionately on a topic that is at the very crux of Multicultural Marketing and Media.

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One of the key highlights of the many sessions of #Portada16, co-produced with MediaPost last week, was the panel “Do Multicultural Media Buying Agencies have a Reason to Exist? The panelists  argued passionately on a topic that is at the very crux of Multicultural Marketing and Media. The session was moderated by Zachary Rosenberg, president, Milner Butcher Media Group and the panelists were   Mebrulin Francisco, Senior Partner, Director of Marketing Analytics, GroupM, Alejandro Solorio, Hispanic Marketing Director, Comcast, Gloria Constanza, Partner Chief Contact Strategist, d’exposito & Partners, Alexander Traverzo, Multicultural Marketing Manager & Strategist at Hola and Lucia Ballas Trainor, EVP of Ad Sales, Hemisphere TV.

 

Panelists and Zach Rosenberg, moderator.
Panelists and Zach Rosenberg, moderator.

Despite the session taking place after lunch, the audience was extremely engaged by the topic and the panelists.  Panelists did not agree on many points (particularly d’exposito’s Gloria Constanza and GroupM’s Mebrulin Francisco were involved in relatively heated argument).  Lisa Torres, president Multicultural at Publicis Media, participated in a related session.  Below are key excerpts on what the panelists had to say:

Gloria Constanza, Partner Chief Contact Strategist, d’exposito & Partners

Lucia Ballas Trainor, EVP of Ad Sales, Hemisphere TV

Mebrulin Francisco, Senior Partner, Director of Marketing Analytics, GroupM

Alejandro Solorio, Hispanic Marketing Director, Comcast

Alexander Traverzo, Multicultural Marketing Manager & Strategist at Hola

Lisa Torres, President Multicultural, Publicis Media

Lisa Torres, President Multicultural, Publicis Media

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