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AGENDA

 

From April 27-29, 2020, today’s hottest brands and renowned culture marketing leaders will come together in New York to share their insights, successes, challenges, passions and best practices at the 2020 CMC Annual Summit. From hands-on workshops to seminars led by some of the top brands in the industry, our annual summit is the premier conference in multicultural marketing.
 

The 2020 agenda will be posted until the first quarter of 2020, for now we recommend you review the 2019 agenda so you can get an idea of what you missed in the 2019  Summit.
 

2019 AGENDA

MONDAY, JUNE 10

 

2:30 p.m. - 6:15 p.m.
REGISTRATION DESK HOURS

 

4:00 p.m. – 6:00 p.m.

PRE-SUMMIT IN-DEPTH RESEARCH SESSIONS
Every campaign starts with compelling research and insights. Get the latest numbers, behavior data and cultural insights to provide a solid foundation of knowledge to help you get the most out of the CMC Annual Summit.

 

4:00 p.m. – 4:45 p.m.
MICROCULTURALISM: UNITY IN UNIQUENESS

It’s increasingly clear that societal fragmentation is at least partly driven by fragmentation in personal identity. The acceleration of lifestage fluidity, the rising multiracial population, the expanding gender spectrum, and a plethora of other identity markers intersect uniquely for everyone. The emergence of microculturalism is a major test for businesses seeking to understand,reach, and accurately depict consumers. This presentation is designed to help businesses find growth in a singularlyuncomfortable place: a marketplace without an “average” consumer.

 

Speaker:

Valeria Piaggio, Senior Vice President, Head of Identity & Inclusion Insights, Kantar, Consulting Division

 

4:45 p.m. – 5:15 p.m. HOW MULTICULTURAL AUDIENCES BEHAVE ON TWITTER

Multicultural audiences are extremely active on Twitter, but how do they behave and what motivates them are questions we've begun to answer. Understanding the basics will help to develop content that's relevant for these audiences. This session will uncover the behaviors of multicultural audiences on Twitter and how to craft shareable Tweets that make them feel recognized and respected.
 

Speaker:

Meghann Elrhoul, Head of Global Agency and Multicultural Research, Twitter

 

5:15 p.m. – 5:45 p.m. KEEPING A PULSE ON THE FUTURE

Shifts in consumer mindsets and behaviors are transforming the marketplace and impacting society at rapid pace. Throughdeep analysis GroupM’s Multicultural Analytics division has identified that micro-audiences and communities are often those leading these changes. In their latest “culturePulse report” you’ll learn how identity is evolving and how trends around technology are taking shape.


Speaker:

LaToya Christian, Managing Partner, Marketing Strategy & Analytics, GroupM


6:00 p.m. – 7:00 p.m.
OPENING NETWORKING HAPPY HOUR

It’s time to toast another CMC Annual Summit and we are thrilled to be in Dallas!  Come celebrate with us and raise a glass!
 

Sponsor by: Google


 

TUESDAY, JUNE 11

8:30 a.m. - 9:00 a.m.
CONTINENTAL BREAKFAST


9:00 a.m. - 9:15 a.m.
CONFERENCE WELCOME / OPENING REMARKS


9:15 a.m. - 10:15 a.m.
CMO PERSPECTIVES - BUILDING A PURPOSEFUL, DIVERSITY FORWARD BRAND
Join Shelley to hear about the journey of Fortune 500 company, Ulta Beauty, as they lead the way in becoming a purposeful, diversity forward brand, and how that journey has been one of the keys to successfully driving unprecedented awareness gains and business growth – with 100 store openings per year and a 19% revenue growth over the past four years, impressively bucking trends and transforming the retail and beauty landscape.Join Shelley to hear about the journey of Fortune 500 company, Ulta Beauty, as they lead the way in becoming a purposeful, diversity forward brand, and how that journey has been one of the keys to successfully driving unprecedented awareness gains and business growth – with 100 store openings per year and a 19% revenue growth over the past four years, impressively bucking trends and transforming the retail and beauty landscape.

Speaker: 
Shelley Haus, SVP Brand Marketing, Ulta Beauty

10:15 a.m. - 11:15 a.m.
2020 PRESIDENTIAL ELECTION
With more women in Congress and diversity on Capitol Hill increasing, no one can predict what the 2020 presidential election will bring. A dynamite panel of political strategists will discuss the political environment from a Hispanic perspective and understand how businesses may be impacted.

Moderator:

Chiqui Cartagena, Author and Former Senior Vice President, Political and Advocacy Group

 

Speakers: 

Ernest Bromley, Managing Partner, Pescador Public Strategies, LLC
Ana Navarro, Political Commentator

 

Sponsor by: CNN En Español

 

11:15 a.m. - 11:30 a.m.

COFFEE BREAK
 

11:30 a.m. - 12:15 p.m.

CONSUMER MINDSET & BRAND GROWTH FOR PURPOSE-DRIVEN MARKETERS
Today’s fast-paced digital world makes it hard for brands to stand out. This session covers how brand growth strategies are evolving in a world of shifting attention spans and demand for authenticity. Learn more about 2019 consumer trends based on the culture engine, YouTube. Cecelia will also describe how technology and creative effectively connect purpose-driven brands with audiences in all industries.


Speaker:

Cecelia Wogan-Silva, Director of Creative Agency Development, Google

 

Sponsor by: DLG Research

 

12:15 p.m. - 1:15 p.m.
THE CULTURE-DRIVEN STORYTELLING
In an on-demand world of videos and images, each story matters. Latinx consumers crave content that is authentic but also uniquely reflects native US-Latinx culture. What role do marketers have in celebrating, creating and empowering that culture? The opportunity lies in culturally-driven content that’s both 100% American and 100% Latino.

 

Moderator:

Angela Rodriguez, VP, Strategic Insights, Alma

 

Speakers:

Felix Contreras, host of Alt.Latino, National Public Radio (NPR)

Gil Gastelum, Founder, Cosmica

 

Sponsor by: Nielsen

 

1:15 p.m. - 2:30 p.m.

LUNCHEON
Find out who made the CMC Rising Star Class of 2019! This is the only award of its kind honoring young multicultural

professionals under the age of 35.

 

2:30 p.m. - 2:45 p.m.

MEDIA MEZCLA & CULTURAL PREDISPOSITION: OPTIMIZING THE MEDIA MIX DELIVERS MUCH MORE THAN EFFICIENCIES

Media is often planned in silos, leaving the potential for cross channel synergies untapped. Nielsen knows the importance of reaching the Hispanic consumer, through the right channel, with the right message and frequency. Join us as we share mini case studies on the game changing benefits of using cross-media planning to optimize your reach and engage the multicultural consumer through channels that meet their cultural predispositions.

Speaker:

Monica Narvaez, Vice President, Nielsen Global Media

 

2:45 p.m. - 3:30 p.m.

CAPE AWARDS WINNERS
In partnership with HispanicAd, the Culture Account Planning Excelencia, or CAPE Awards, honor culture marketing account planners. Hear the 2019 winners share a few secrets of their success and how their role is critical to ensure a broad reach of each marketing campaign.

 

3:30 p.m. - 4:15 p.m.

LATINAS: POWER OF TRANSFORMATION
Latinas are the foundation of Hispanic marketing, they are the gatekeepers to the family. They are moms, they are individuals, they are one of the most important consumers in the market, the Latina woman has changed in the last ten years, and advertisers need to adapt their strategies and efforts to reach them effectively.

Moderator:
Salma Gottfried, Principal, Brand Management, Richards/Lerma

 

Speaker:

Marie Quintana, EVP of Marketing and Communications, Tenet Healthcare

 

Sponsor by: H Code

 

4:15 p.m. - 5:00 p.m.
HYPER SEGMENTATION
In an era of hyper segmentation and mass fragmentation, Match Group is innovating by taking segmentation to the core of their business growth. You’ll hear best practices on how brands have been able to find those cultural opportunities to boost their results.


Speaker:

Julia Estacolchic, Director, Affinity Brand Marketing, Match
 

Sponsor by: Adsmovil


5:00 p.m. - 5:45 p.m.

CANNES CONTENDERS (In Partnership with Circulo Creativo)
As the advertising agency gets ready to head to Cannes, hear from top creatives on what it takes to produce an effective campaign which by unique storytelling can connect meaningfully with today’s diverse mainstream audience.

Moderator:

Aldo Quevedo, Principal & Creative Director, Richards/Lerma


Speakers:

Maria Bernal (Maru), VP Creative Director, Lapiz

Ciro Sarmiento, Chief Creative Officer, Dieste

Bob Scarpelli, Former Chairman and Chief Creative Officer, DDB Worldwide

 

Sponsor by: Univision

 

7:15 p.m. - 8:45 p.m.

CMC HALL OF FAME INDUCTION

Sponsored by State Farm, the CMC Hall of Fame honors the men and women whose forward-thinking vision created an
entire industry. Be part of history as Al Aguilar, Tony Dieste, Alex Lopez Negrete, Luis Miguel Messianu and Ingrid Otero-Smart are inducted into the CMC Hall of Fame.

Mistress of Ceremonies:

Gaby Natale, EMMY® Award-winning Media Personality and President, AGANAR Media

 

Sponsor by: State Farm

 

 

WEDNESDAY, JUNE 12

8:30 a.m. - 9:00 a.m.
CONTINENTAL BREAKFAST

 

9:00 a.m. - 10:00 a.m.
CMC MARKETER OF THE YEAR PRESENTATION
Find out who has joined the prestigious short list of elite brands that have received the CMC Marketer of the Year Award, given to companies that demonstrate a top-down commitment to multicultural marketing with significant spending proportional to the opportunity Hispanic marketing efforts provide. Previous winners include Ford, McDonald’s, State Farm, Sprint, Toyota and Walmart.

 

Speaker:

Edna Kane-Williams, SVP of Multicultural Leadership, AARP

 

10:00 a.m. – 10:45 a.m.
REMAINING RELEVANT IN TRANSFORMATIONAL TIMES

Rishad will frame the landscape we are living in and discuss what successful companies and individuals will need to do to thrive in this environment.

 

Speaker:

Rishad Tobaccowala, CGO, Publicis Groupe


10:45 a.m. - 11:45 a.m.
CROSSROADS OF CREATIVITY AND BUSINESS
Some of the most creative minds in the local, regional and international landscape will sit together to discuss latest trends and creative work from top brands worldwide.

Moderator: 
Luis Miguel Messianu, Creative Chairman-CEO, Alma

Speakers:

Hector Fernandez, CEO, VMLY&R
Karin Onsager-Birch, Chief Creative Officer, FCB West
Elias Weinstock, Chief Creative Officer, Casanova//McCann

 

12:00 p.m. - 1:15 p.m.

NETWORKING LUNCHEON

1:15 p.m. - 2:15 p.m.
CULTURE DRIVEN BRANDS
Yes, it’s all about culture. You are sold. Now what? How do you start connecting with this powerful segment? Hear from Advance Auto Parts and Southwest Airlines—brands who have recently embarked on a tremendous journey of culture-driven marketing! You’ll learn how they navigated entry into this market and much more.


Moderator: 
Audrey Ponzio, CEO, APC Collective

Speakers:
Wendy Blume, VP Marketing, Advance Auto Parts

Isaac Muñoz, Senior Business Consultant, Southwest Airlines

 

Sponsor by: Entravision


2:15 p.m. - 3:15 p.m.
AGENCY BUSINESS
When it comes to running a marketing business, there are numerous considerations—from structure and billing to staffing and knowledge sharing. Hear from a panel representing associations (4A’s), independent agencies (PM3) and agencies that are part of a holding company (Anomaly) to hear how their strategies and approach differ.

 

Moderator: 

Jorge A. Plasencia, Co-Founder, Chairman & CEO, Republica Havas

 

Speakers:
Marla Kaplowitz, President & CEO, 4A's

Eduardo Perez, Partner, PM3

Giovanni Villamar, Managing Director, Multicultural Marketing, Anomaly

 

 

CONFERENCE CLOSING