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Lizette Williams

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People change positions, get promoted or move to other companies. Portada is here to tell you about it.

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McDonald’s has appointed Lizette Williams to the newly-created role of head of cultural engagement in the US.

 

 

 

 

 

Media iQ has named Nicola Young as Vice President of Marketing EMEA. She joins having previously held the Director of Media position at Estée Lauder Companies (UK&I) and prior to this, she was Group Director of Marketing at Global Radio.

 

 

 

 

 

Juan Varela is now business development and project manager at El Observador Uruguay. His main role consists of designing and implementing a new freemium business model and premium product for the digital subscription.

 

 

 

 

David Sanchez is the new Digital Strategy Director at Kinitros. His main role will be to lead strategy for several CPG clients including Flexi, Salsas Castillo and others. He had previously worked as General Manager and Account Director at Captura Group since 2011.

 

 

 

 

 

The Hispanic Public Relations Association (HPRA), a non-profit organization for Hispanic PR & Marketing, has announced a new executive board to be led by diverse leaders representing corporate, agency, consultants, and media entities.

 

 

 

 

Veronica Potes, NBCUniversal, has been voted president of the 2018 HPRA Executive Board. Potes has been a part of the organization for more than a decade.

 

 

 

 

Rosemary Ravinal, Univision Communications Inc., will serve as president-elect at HPRA for 2018.

 

 

 

 

 

PebblePost, the inventor of Programmatic Direct Mail®, has announced the addition of veteran media salesperson Rich Flynn as VP Sales, Automotive. Flynn has extensive experience in the automotive space through previous positions at AOL and Sports Illustrated.

 

 

 

 

RedPeg Marketing, a nationally recognized brand experience agency whose clients include Accenture, GEICO, Square Enix, TD Bank, Francis Ford Coppola Winery and more, has announced the appointment of Fredda Hurwitz as the company’s new CMO.

 

 

 

 

The Chicago Fire Soccer Club announced the promotion of general manager Nelson Rodríguez to serve as president. He is a deeply experienced leader on both the technical and business sides of the sport.

 

 

 

 

 

Apart from Nelson Rodriguez’s appointment, the Chicago Fire Soccer Club announced the addition of long-time sports and entertainment executive, John Urban, to serve as the club’s new chief operating officer.

 

 

 

 

Kimberly Clark just introduced a new marketing program which according to Lizette Williams, Senior Brand Manager  Huggies Multicultural Brand Strategy at Kimberly-Clark, is the first time the CPG giant is doing a large-scale total marketing campaign that leads with multicultural (Hispanic) insights.

Williams is excited about the new FUN song marketing platform that was launched last week. She notes that  Huggies, Kimberly Clark’s disposable diaper, has been “the lead horse in the race.”  “From a scale perspective, this is the  first time we are doing a Total Market campaign and leading with multicultural insights.”

Lizette WilliamsWilliams is happy to say that several Kimberly Clark brands invest in Hispanic marketing , leading with the  Huggies brand. ” We have been industry leaders in terms of pursuing a total market strategy and are actively including multicultural consumers throughout the whole marketing process. This is reflective of the consumers we are reaching out to  today:  40% of Millennials are multicultural, that is why pursuing a  Total Marketing strategy makes a lot of sense. The FUN program has an ethnic component at the very core. These are Latina family insights but these insights are not exclusive to that segment.” Williams adds that music, the main element of the FUN platform, is a unifier across cultures. Another crucial element of the program is the fact that it is bilingual so it can reach both the general market as well as the 60% of Hispanic Millennials who are bilingual.

Just like everyone should be a Multicultural Marketer, everyone should be a Digital Marketer.

Digital is similar to Multicultural

Williams points out that Kimberly Clark CMO, Clive Sirkin continues to push his organization to think about marketing in a digital world. “We do this through fully integrated marketing programs,” Williams claims. The multicultural marketer cites an interesting parallelism between the way Multicultural pervades the marketing world and the way Digital marketing does: “Everyone should be a Multicultural Marketer. It is very similar from a digital perspective, Everyone should be a Digital Marketer.”

Williams describes Celebrate FUN as a marketing platform that motivates families to move closer together. The Latina mom is at the core of the effort. With a bilingual activation, heavy digital and social components, and music as the platform and universal unifier across cultures. The centerpiece is the FUN Song web app where consumers can customize their own “Family Unity song” and both share socially and download as a ringtone.  California consumers will receive coupons for participating Kimberly-Clark products including  (Huggies,Kleenex, Scott and Pull-Ups.). These coupons will escalate in value as their song is shared with others across social media channels.

The PR effort is mostly done around Grammy-nominated singer/songwriter and mother Christina Milian. In California, who participate in the program wil have the chance to win a live recording session with Christina Milian. A national expansion of the program may happen in 2015, based in the current initiatives results.  Kimberly is also partnering with Latina bloggers that are influencers in their communities.

More than 800 marketing, advertising and media executives are gathering in Los Angeles for the Multicultural Marketing & Diversity Conference organized by the Association of National Advertisers (ANA). To include ethnic insights into overall (total) marketing strategies is crucial, many marketers noted. Pepsico’s Carlos Saavedra presented Pepsi’s cultural fluency marketing approach.

An overarching theme of Day 1 of the ANA Multicultural Conference taking place yesterday and today in Los Angeles, is that (multi)cultural relevant insights need to lead Corporate America’s marketing strategies.  “Our creative begins with a culturally relevant insight”, noted presenter Marlena Peleo-Lazar, Chief Creative Officer of McDonald’s Corporation. Peleo-Lazar highlighted the importance of integrating the main four elements of a marketing plan: Insights, Plan, Creative and Media.

Association of National Advertisers“You can not think about growing the US $2 billion Huggies business without leading with ethnic insights first,” said Lizette Williams, Senior Brand Manager, Kimberley-Clark Corporation. Williams, an AfroLatina, claimed that she has found success in implementing a total market strategy with strong multicultural elements by having CMO level support and elevating the conversation. Elevating the conversation means to transition from a silo-marketing situation in which marketing dollars are fought for, to discussing an overall total market company strategy. Williams added that a strong collaboration between multicultural and general market agencies is a strong prerequisite for a succesful total market strategy.

Jori Hartwig, CMO, Amway North America, noted that 54% of Amway U.S. based members are Hispanics. She stressed that direct sales, which Amway relies on, are not based on a door to door model anymore but a virtual communication network. Hartwig expects that more than half of Amway’s growth over the next decade will come from the Multicultural space.

The former Multicultural team is now the Culture and Music team.

 

Pepsi calls for a cross cultural mindset

Carlos Saavedra, director of Multicultural Marketing at Pepsi, gave a presentation about Pepsico’s Cross Cultural Marketing journey.
“By 2042 there will be a majority of minorities (Hispanics, African-Americans, Asians etc.) in the U.S. Minorities now account for USv$3.2 trillion dollars in spending power,” Saavedra noted. That is why  “brands must rethink the way they connect with consumers. Traditional multicultural marketing is not sustainable in the long-term. Ethnic culture is a part of how consumers identify themselves. A more dynamic cross cultural mindset is called for. It is called Cultural Fluency.”

Cultural Fluency means to market at intersection of interests (e.g. Fashion, Sports etc), rather than to one group in particular. “It is about being inclusive about the entire texture of multicultural consumers.” Pepsi transitioned from having a multicultural team to have multicultural marketing objectives be included in each brand’s goals. “The former Multicultural team  is now the Culture and Music team,” Saavedra said. “Brand managers are accountable to connect with the multicultural consumer. They need to know the multicultural consumer as well as general market consumers.”

Saavedra claimed that  Hispanic focused executions are not necessarily wrong.  But he said that by taking a cross cultural approach , Pepsi discovered that the NFL is attractive to Hispanics. Before, by having an only Hispanic approach, Hispanic campaigns only revolved around soccer,
Critical to the success of Pepsi’s Cultural Fluency project are the “Need to invest to build cross cultural insights and execution infrastructure as well as razor-sharp regional execution.”

 

Lizette Williams, Senior Brand Manager, Multicultural Strategy at Kimberley Clark, Monique Manso, Publisher, People en español, Martha de la Torre, CEO  of El Clasificado and Sylwia Makarewicz-Liszka, Mobile and Digital Planner at Starcom MediaVest Group, are the latest additions to the speaker roster of our 7th Annual Hispanic Advertising and Media Conference in NYC on September 26, 2013.

7th Annual Hispanic Advertising and Media ConferencePortada’s Flagship Annual Conference can be attended in combination with Portada’s Hispanic Sports Marketing Forum which takes place in the same venue on the day before (Sept. 25). Twitter #Portada13.
Early Bird expire this Friday!. Make sure to get  your tickets at the special early bird rate!

 

Other major Thought Leaders speaking at the Event: 

Cristina Morales, Senior Director-Segment Management, TiAA-CREF
John Alvarado, Senior Director of Brand Marketing, Crown Imports
• Larry Bruck, SVP Marketing at Kelloggs
Adrian Adriano, VP Multicultural Marketing, Comcast
Xavier Turpin, Director of Multicultural Marketing, Dunkin’ Brands Inc.
Joel Kliksberg, Director, Strategy & Business Development at Fusion, the ABC and Univision Joint Venture
Franklin Rios, President, Luminar
Jorge Rincon, COO, Adsmovil Corp
Rebecca Hawkins, Associate Media Director, 4D
Elvia Alaniz, Director of Marketing, American Modern Insurance Group

Main Topics they will explore!

  • Is Corporate America Latin ready?
  • English-dominant Hispanics: Can they be efficiently reached via in-culture media?
  • The State of the Art-Hispanic Media ROI Measurement Tools: What has been learned?
  • Retailers 2014: The emerging power of “ethnic supermarkets and retailers”
  • Trends in Digital Media: Online Video Advertising, Social Buying, Targeting
  • Print Advertising Strategies: How and why print and digital convergence works
  • CMO’s will discuss their Hispanic KPI’s
  • Speed Networking
  • Consumer Product Goods: Why and how CPG marketers should focus on the Hispanic consumer
  • How can national advertisers best reach local audiences?

Join us at PORTADA Mexico!