Lili Estefan, Raúl De Molina, Karla Sustaita and César Conde
During the 14th Annual Hispanic TV Summit celebrated on Thursday in New York, the event began with the talk “How Total Market Strategy Is Attracting New Agencies to Hispanic TV & Video”, moderated by Mark Robichaux, Editorial director of Broadcasting & Cable and Multichannel News, and participants Scott Hagedorn, CEO, and José Bello, senior director, Total Market of Omnicom’s new agency Hearts & Science.
Hagedorn and Bello emphasized that with the same campaign it is possible to reach total market effectively, by making small adjustments for it to be relevant for each segment. They mentioned cases of advertisers like Coca-Cola, McDonald and State Farm, that have done it successfully.
Hagedorn said he feels that consumers’ relation with their mobile phones and apps are going to disable many advertisers and their 30-second commercials in the digital space. Bello said they don’ t use data, but instead “squeeze them to turn them into marketing intelligence that generates a brief”.
Other morning sessions were “Sustaining Growth of Hispanic TV & Video Advertising”, “Programming for Diverse Hispanic Audience Segments”, and “Celebrating a Legacy”.
During lunch, the Award for Executive Leadership in Hispanic Television & Video was granted for the first time, to César Conde, Chairman at NBCUniversal International Group and NBCUniversal Telemundo Enterprises. Also, the Corporate Leadership in Hispanic Television & Video was given to DIRECTV, Karla Sustaita from AT&T, and the Outstanding Achievement in Hispanic Television was given to Lili Estefan and Raúl De Molina de Univisión.
