“I am a Salvadorian at home and an American at work.” This is how Trisha Ranes, Senior Marketing Manager-Latino, H&R Block synthesized the life and media consumption habits of many bilingual Hispanicsat the session “The Unending Quest:The latest on how national brands should reach out to local multicultural audiences”, the panel that kickstarted the second day of #Portada15 in New York City’s Yotel.
As Ranes, photo, put it. “It is crucial to look closely at the media habits of bilingual consumers.” Stephen Paez, VP Director, Multicultural, Spark SMG added that he tries to merge media placement (choice of media and creative) with demographic data. The challenge, Paez noted, is to have campaigns with enough scale. Laura Fernandez, Head of Sales East Region, MaxPoint claimed that her company facilitates to engage with Hispanic audiences, and the different worlds they live in, in a programmatic way. Fernandez noted that in programmatic hyper-local targeting “in Culture and In-Language can coexist. They are complements.”
The panel was moderated by Ana Crandell, Group Account Director, OMD Latino.
#Portada16 will take place on Sept. 21 and 22, 2016.