Sandra Rojas

Good article by my colleague Michael Roca for ADWEEK. Unfortunately, most advertisers can't distinguish between reaching the Hispanic consumer and connecting with the Hispanic consumer. That's why they seem satisfied when most of their media efforts reach Hispanics via spillover media buys targeted non-Hispanics, the famous (and failed) "total market" approach. Reorienting its media KPIs around Hispanic media plans is a great starting point for each client. This involves dissecting the GRPs, Reach, and Frequency to Hispanics, distinguishing between spillover from general market media efforts that come with a generic message and intentional targeting with culturally relevant messages. By doing so, agencies can tap into the immense potential of the Hispanic market.

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⭐️ VEGAN MARKETERS: Marcio Pacheco Ⓥ 🌱 ⭐️ Marcio is the founder and principal at MCP Media Services. In this week’s blog, he shares: 👉🏼 how he got into marketing and what kind of marketing he does now 👉🏼 the work that fires him up 👉🏼 his best marketing win 👉🏼 who he thinks is crushing in marketing Learn more about Marcio ➡️ https://lnkd.in/guJzFRcC _______________________________________________ #VeganContent #VeganWriter #VeganBlogger #VeganMarketing #VeganMarketer #VeganMarketers #SocialMediaAds #NonProfitMarketing #MusicMarketing

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From the Beaches of Cancun to Boardrooms Worldwide: The Power of Creative Disruption At The Commitment Summit in Cancun this week, I had the privilege of working one-on-one with three visionary business owners. Each came with a unique challenge, and each left with a game-changing ad concept. Here's a glimpse into the creative process: 1. Revolutionizing Call Centers: Challenge: Showcase an app's superiority over traditional call centers. Solution: A stark visual contrast between a dark, outdated boiler room and a sleek, efficient app interface. Watch for this at the Level Up summit in October! 2. Elevating Automotive Accessories: Challenge: Make car seat replacements exciting. Solution: An attention-grabbing concept featuring a sheik and a camel, transforming a mundane product into a luxury adventure. 3. Demystifying SEO: Challenge: Make SEO services tangible and intriguing. Solution: A massive white room with an elephant in the corner - a visual metaphor that'll stop viewers in their tracks. These sessions exemplify the power of creative thinking in business. It's not just about the product or service; it's about how you present it to the world. This is the essence of what we do in the BAM (Branding, Advertising, and Marketing) community. Every week, members get: • 90-minute live sessions covering branding, advertising, and marketing • Real-time Q&A and problem-solving • Direct access to me and my 4 decades of advertising experience In today's crowded market, standing out isn't just an advantage - it's a necessity. Whether you're a startup or an established brand, the right creative strategy can be the difference between blending in and breaking through. Interested in elevating your brand's presence? Visit www.bamismyjam.com to learn more and see if BAM is the right fit for your business goals. Let's turn your business challenges into creative opportunities. #CreativeMarketing #BrandStrategy #BusinessInnovation #BAMCommunity

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Guillermo Pérez, Chief Creative Officer at digo:, has a lot to say about the right creative to reach the heterogeneous Hispanic population. In this Portada interview, he delves deep into creative optimization and the use of AI in Hispanic advertising. Thanks Nikarin Vidal, Augusto Romano, Hernan Zungri, and Marcos Sosa Vivanco. #BilingualMarketing #HispanicMarketing #Advertising #Marketing #DigitalMarketing #SocialMediaMarketing #ContentMarketing

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Even as an in-house marketer, I can't help but feel like a founder. Why? A year ago, I joined Alianza to build new capabilities for the marketing team focused on brand-to-demand. We quickly logged some wins including the launch of the Altitude executive summit that will return in February 2025 to address the biggest challenges facing telecom. Since then, we’ve been busy growing our team capabilities and tools, as well as building momentum in new channels - from comms to events and digital. While I’m supported by a talented and fun team of employees and agencies and have regular access to our executives, I often still feel lonely on my own entrepreneurial journey within our fast-paced venture startup. Finding peer connections and sparking brainstorming conversations can be tough when the to-do list is on a continuous loop. As we start Q4 and look to wrap up the year with momentum heading into 2025, I’m reminded of 3 things: ⭐Relationships, creativity, and learning matter. To turn these insights into reality, I’m increasing my time with trusted connections and learning from other industries. I’m also planning to participate in peer leadership and marketing circles. Got a group you love, share the info! We’re also kicking off a guest speaker series during our regular meetings to gain expert insights. I'm looking forward to all that’s ahead! Have you ever felt lonely in your organization? What are you doing individually and as a team to stay connected and inspired? #Alianza #Marketing #Telecommunications

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Hello SMB marketers! If you are not leveraging experiential marketing, you could be missing some tremendous opportunity for profitable growth! ✅47% of consumers make purchase decisions based on sampling or product demonstrations at live events. (Source: Adelante Live, Top 5 Things Consumers Say About Live Events, 2023) ✅76% of consumers are more likely to recommend a brand after attending one of its events.. (Source: ZipDo, Experiential Marketing Statistics, 7/26/2024) In a world saturated with digital noise, the real-world interactions provided by experiential marketing stand out! For example... 💡Sephora regularly hosts beauty workshops and provides samples, increasing customer engagement and loyalty. 💡Red Bull is known for hosting extreme sports events, aligning with their brand identity and fostering a community of passionate fans. 💡Nike frequently uses pop-up shops to showcase new product lines and provide immersive, interactive experiences​ Now, how can you successfully leverage experiential marketing for your SMB? 🌟Collaborate with complementary local businesses: This allows you to share costs and resources while reaching a broader audience. Co-hosting events or pop-up experiences can reduce financial burdens and expand customer exposure. 🌟Start Small: Instead of large-scale events, focus on smaller, intimate experiences like workshops, in-store demos, or community gatherings. These micro-events create personal connections without requiring a significant budget. 🌟Leverage Social Media: Social media allows you to extend the reach of your in-person events. Encourage participants to post on social platforms using event-specific hashtags, or share live updates to involve a larger audience. 🌟Lean into your local community by creating experiences that reflect your business's connection to the area. Hosting events tied to local culture or social causes can attract attendees without high production costs. So, I have to ask you... ❓Have you tried hosting any events for your business? What was the outcome? ❓What challenges do you think SMBs face when planning experiential marketing campaigns? __________________ Let’s keep the conversation going! 👉 Follow my profile for more insights on SMB marketing strategies. 🔔 Turn on notifications so you never miss new tips and industry updates. 🤝 Connect with me directly—I’d love to hear about your experiences! #MarketingTips #ExperientialMarketing #SMBs #BrandLoyalty #EventMarketing #PopUpShops #CustomerEngagement #MarketingStrategies

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Today, I learned about the "𝗟𝗮𝘁𝗶𝗻𝗼 𝗖𝗼𝗮𝘁𝗶𝗻𝗴" term the Hispanic Marketing Council introduced. This term describes the shallow marketing approach that layers Latin elements on products, campaigns, or media to seem diverse without genuinely respecting Latin culture. Reflecting on this, I connected it to my personal experience and the progressive movements in Latin America happening right now. Where despite regional advancements, many in the U.S. still view Latin communities as inferior based on harmful stereotypes. This undervalues the dynamism and skills of modern Latin professionals, seen as "cheap labor" rather than skilled contributors, a misconception that overlooks Latin America's global economic potential. As a Latin American professional, navigating contradictions is common: balancing innovation with tradition and being seen as visionaries locally but exploited internationally. For example, Mexico struggles to value its rich culture globally without falling into 𝗴𝗲𝗻𝘁𝗿𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻 and 𝘁𝗼𝘂𝗿𝗶𝘀𝘁𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻. So, recognizing the strengths of Latin professionals and seeing Latin America as a vibrant cultural and economic force is crucial. The "Stop Latino Coating" campaign urges U.S. CMOs to rethink their portrayal of Hispanics in advertising. The campaign aims for authentic, respectful representations rather than perpetuating stereotypes. According to the campaign creators, optimal change requires pushing the entire industry forward. So, dear CMOs, advertisers, and managers, there are some reflections to help dismantle these barriers: 💡 𝗣𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻 𝗼𝗳 𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰 𝗗𝗶𝘃𝗲𝗿𝘀𝗶𝘁𝘆: Foster real and respectful representations of Latin cultures, avoiding superficial commercialization. 💡𝗘𝗱𝘂𝗰𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀: Increase understanding of Latin America’s rich cultural heritage and Latins' significant global contributions. 💡W𝗮𝗴𝗲 𝗘𝗾𝘂𝗶𝘁𝘆: Assess employees based on skills and experience, not background or language. 💡𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗕𝗿𝗶𝗱𝗴𝗲𝘀: Promote stronger collaborations between professionals in Latin America and the U.S. to break stereotypes and foster respect. These efforts can enhance the status of Latin professionals, properly celebrate our culture, and contribute to a more inclusive and equitable global community. This video premiered with the hashtag #HMC2024 at the Hispanic Marketing Council Annual Summit. You can join the movement & learn more at https://lnkd.in/emhKcXWZ

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We’ve had a dedicated #Creator practice for nearly a decade. Exciting to see the industry catch up! TelevisaUnivision is committed to empowering Hispanic creators, bringing them into our biggest cultural events and programming— from Copa America to Premios Juventud. Check out this interview with Asi Creator lead, James Heath, to learn more about our latest creator marketing integrations! #creatoreconomy #hispanicmarketing

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T - a few hours!! If you are in Mexico City today and want to feast on fascinating "food for thought" beyond the excellent Mexican "food for taste buds & tummy," come join us at Advertising Week LATAM at the Papalote Museum. Among many industry peers presenting topics ranging from 'Humanizing the Internet', 'Media Quality as a success factor', to 'Deep Audience Connections', I will be presenting 'Fueling Innovation: AI's role in Creativity & Beyond'. Living in the Silicon Valley, not a day passes without hearing "AI" at least 50 times. Let's talk about how it can be channeled to help consumers, communities and companies. 👨‍🚀 🚀 See you at #AWLATAM24!

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The event in Barcelona last week was fantastic, bringing together leading publishers to share and generate powerful insights. Key takeaways from #Digiday include: - Site traffic is down for publishers. - Google Discover has become an important traffic source. - Programmatic dollars have yet to come in for Q4, and some direct dollars may have been moved up by major events like the Olympics and Euro 2024 or are also being held up. - Advertisers’ ultra-conservative keyword blocking continues to be an issue for publishers. - Technology could solve the brand-safety bludgeoning, but so could more direct communications between publishers and agencies. #publishers, #pubtech #sustainability #digitalads

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Simple but powerful words of wisdom for the RPA Hispanic Inclusive Intelligence Team!

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At #AWNY - #Contextual needs to apply to creative, too - especially with Spanish language content - such as with TelevisaUnivision. It’s the “art and the science”, per Brian Lin “Straight up reach and frequency doesn’t scale for my, e.g. “sneaker heads” audience. I need a mix of mass and targeted so we’re looking at site, traffic — a blending of old contextual with new ways to reach my target. … I’m buying things I’ve never bought a before. I’m buying buckets that look like mass.” - Nick Fairbairn Chime Per David Porter - We can look across all our Warner Bros. Discovery Ad Sales platforms to move away from demos and dayparts to deliver just what marketers want. Eg: we can look at all the scenes of people at an ice cream shop and can ID thousands of those moments and place, say, Ben & Jerry’s on all those. #AWNewYork24

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From Latino food and music to business leaders and sports stars, the Hispanic community plays a pivotal role in U.S. society. A recent report by Nielsen & Stacie M. de Armas highlights how Hispanic audiences are reshaping the dynamics of sports and sports media in the country. #HispanicCommunity #SportsMedia #NielsenInsights #ANAMulti #hispanicinsights #multiculturalinsights #futbol #latino #latinocomotu

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Edison Research’s Q3 2024 “Share Of Ear” Reveals AM/FM Radio is The Dominant Ad-Supported Audio Platform Across All Demographics; Plus Podcasts Hit Major Milestone Among Hispanics * Among major demographics, AM/FM radio is the dominant ad-supported audio platform. Podcasts have significant shares among younger age groups. * Among African Americans, AM/FM radio is particularly strong. Podcast shares are not as strong as the general market. * Among Hispanics, podcast shares are stunningly strong. Among 18-34 Hispanics, podcasts are now the number one ad-supported audio platform. * In the car, AM/FM is the “queen of the road” with an 86% share. Even among 18-34s, AM/FM radio has an 82% share of ad-supported audio. * 13% of all AM/FM radio listening occurs via streaming, steady over the last three years. On the smart speaker, AM/FM radio dominates with a 50% share of ad-supported listening. * Sadly for advertisers, 73% of Spotify’s audience is unavailable to place advertising. While Spotify’s ad-free subscription audience soars, it’s ad-supported shares stagnate at a two share. The link below contains the executive summary, explainer video, and deck.

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At Lost + Found we are always looking for innovative ways to support our clients, which includes offering influencer marketing services. To highlight this portion of our business, our team created a lighthearted parody video that showcases our creative approach to engaging with influencers and driving brand awareness. Take a look at the video, and feel free to reach out should you wish to discuss more. #InfluencerMarketing #Marketing #BrandStrategy

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It's voting season now through August 18th for #sxsw panel picker and we have the most important study of the year on Latino Youth!! Latino Donor Collaborative, Ana Valdez, Chris Carbone of Kantar Futures Group and Kantar MONITOR need your vote to help us get #LatinoYouth2030 on the #sxsw program. My favorite Ana Valdez quote sets the tone for this work…"If Latino parents created the 5th largest economy in the world, just imagine what their children will do.” Beyond framing the enormous opportunity, this study gets under the skin of young Latinos to understand who they are and lays out how brand owners need to think about winning with this cohort. Our study combines Kantar quantitative data, qualitative interviews, expert interviews, and cultural analysis to provide an enlightening, future-forward perspective on Latino youth. It’s rare to have such in-depth research available for public consumption, and thanks to the LDC and our incredible sponsors, we have significant findings to bring to SXSW 2025. Kara Sundby Elsa Irby .Carmen Bohoyo Valeria Piaggio Don Abraham Peter Rose Gonzalo Perez Jennifer James Casey Ferrell

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Social media properties have different profiles in terms of their audiences and technical capabilities. In this article, Latin music expert Leslie Arredondo-Cordero explains how brands can best use different TikTok Instagram, YouTube, WhatsApp, and other social media to align and amplify their messaging around Latin music. Portada #LatinMusic #MusicMarketing #BrandMarketing #DigitalMarketing #SocialMediaMarketing #CrossCulturalMarketing

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As you read Roberto Ruiz’s comments here... DO NOT miss the nuance. With all the buzz about #AI and tech, there's a critical conversation emerging around maintaining the “human element”. As everyone throws around #bigdata, don't forget the “#human element” is crucial to data science too! At Nielsen, we blend our 200K+ real human panel insights with big data to breathe life into big data. This is so important, especially when representing #diverse communities like #Hispanics. Our method does more than count numbers; it understands stories. This is how we bring the human element to #datascience and big data. #HumanizeBigData #apple

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