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Thursday, April 3 • 9:00am - 10:15am
The Total Market Debate: Where Are We and Where Is this Approach Headed (Presented by República)

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Nearly three years after Walmart eliminated its multicultural marketing team in order to embrace a new, "Total Market" approach that called for all employees to treat multicultural marketing as a company-wide business priority, the debate about this approach rages and evolves.  Today some research shows that more than 50 percent of all advertisers use some form of the Total Market strategy and those figures are bound to increase.

Join this session as a group of top Hispanic brands and a Hispanic agency discuss the impact this Total Market approach is having on the industry, what some of the early lessons are, the hybrid forms this strategy is taking at different companies and what the future holds for this approach.

In this session you will learn:

  • How the Total Market approach is evolving at the brand and agency levels of the multicultural marketing industry
  • How different marketers are interpreting the Total Market approach 
  • The impact Total Market is having on agencies and media companies and how they themselves are adjusting to this growing market reality

avatar for Cynthia Corzo

Cynthia Corzo

Editor, Hispanic Market Weekly
For more than 20 years Cynthia has worked at several of the top news organizations in the Miami market – El Nuevo Herald and The Miami Herald. And Hispanic Market Weekly is the industry leader in covering the U.S. Hispanic market across the marketing, media and research industries... Read More →

avatar for Alba Adamo

Alba Adamo

Group Director. Hispanic Marketing, The Coca-Cola company
Alba Castillo Adamo is Group Director, Hispanic Marketing, for The Coca-Cola Company’s North America Group. In her role, she leads a Hispanic American focused marketing team and is responsible for setting the direction and developing an integrated go-to-market strategy for the Company’s... Read More →
avatar for Lisette Hoyo

Lisette Hoyo

Executive Vice President, Strategy and Client Services, República
Lisette Hoyo is Executive Vice President, Strategy and Client Services for República. A proven marketing executive and thought leader with more than 25 years of experience helping clients succeed in both the general and U.S. Hispanic markets, Lisette Hoyo leads República’s strategic... Read More →
avatar for Nydia Sahagun

Nydia Sahagun

Sr. Manager, Storewide Marketing/Multicultural, Target
Nydia J. Sahagún, with a career spanning more than 13 years, currently leads the multicultural marketing efforts at Fortune 50 Corporation, Target. As group manager, multicultural brand marketing, Nydia oversees the development of Target’s strategy to grow share and affinity with... Read More →
avatar for Xavier Turpin

Xavier Turpin

Director of Multicultural Marketing, Dunkin Donuts
Xavier Turpin is currently Director of Multicultural Marketing at Dunkin’ Brands Inc. In less than six months, he has noticeably impacted the company’s multicultural efforts by increasing the company’s commitment to and focus on targeting the various multicultural groups... Read More →

Thursday April 3, 2014 9:00am - 10:15am PDT

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