Cross-Cultural Marketing Day 2018

November 30, 2018 • 9 am - 12:30 pm Time Warner Center, NYC

Do you realize your customers come in every color of the rainbow? If you are not addressing every shade of your consumer than you are missing out.  

IAB’s Multicultural Council announces the 2018 Cross-Cultural Marketing Day, an invite-only event for brand and agency industry leaders to learn about the trends happening now in cross-cultural advertising.

#DoYouSeeMe?

TOPICS COVERED

Targeted LGBTQ audience insights and branded case studies Thumbnail
Targeted LGBTQ audience insights and branded case studies
Latest LGBTQ market trends Thumbnail
Latest LGBTQ market trends
Most inspiring brand categories for next gen video creators Thumbnail
Most inspiring brand categories for next gen video creators
How your identity can inspire others Thumbnail
How your identity can inspire others
Short form video tip & tricks Thumbnail
Short form video tip & tricks
The power of the multicultural vote and what it means for brands Thumbnail
The power of the multicultural vote and what it means for brands
Impacting audiences with audio content Thumbnail
Impacting audiences with audio content
How listening makes a difference with multicultural audiences/segments Thumbnail
How listening makes a difference with multicultural audiences/segments

SPEAKERS

Diego Antista Diego Antista Head of Multicultural Agencies
Google

Diego Antista, Head of Multicultural Agencies, Google

Diego Antista

As the head of Multicultural Agencies for over 3 years, Diego is the main point of contact for media agencies and clients at Google and helps activate Multicultural engagement opportunities across key focused accounts. Prior to joining the US Multicultural team, he worked in Google Latin America for 7 years and launched agency teams in Argentina, Mexico, Chile, and Peru to name a few.

Diego has worked on implementing digital strategies at AOL and Clarin. Additionally he is IAB NY Multicultural co-chair. He has applied this combination of practical on digital business and communication to a variety of consultancies for major corporations, start ups and agencies.

His professional career includes writing for internet advertising magazines and blogs, newspapers, as well as a considerable career as speaker in many events. He is active in a variety of civic and cultural organizations.

Dr. Jake Beniflah Jake Beniflah Co-Founder and Editor, Journal of Cultural Marketing Strategy
Executive Director, Center for Multicultural Science

Jake Beniflah, Co-Founder and Editor, Journal of Cultural Marketing Strategy, Executive Director, Center for Multicultural Science

Dr. Jake Beniflah
Gary Coichy Gary Coichy Founder
Pod Digital Media

Gary Coichy, Founder, Pod Digital Media

Gary Coichy
Greg DeLacy 1 Greg DeLacy Head of Client Services
ThinkNow

Greg DeLacy, Head of Client Services, ThinkNow

Greg DeLacy 1
Ebony Ebony YouTube Creator of Team2Moms

Ebony , YouTube Creator of Team2Moms,

Ebony
Stacy Graham Vice President, Digital Operations & Audience Development
BET

Stacy Graham, Vice President, Digital Operations & Audience Development, BET

Tiyale Hayes 1 Tiyale Hayes Senior Vice President, Head of Consumer Insights
BET

Tiyale Hayes, Senior Vice President, Head of Consumer Insights, BET

Tiyale Hayes 1

Tiyale Hayes is the Senior Vice President, Strategic Insights & Research, for BET Networks, a division of Viacom. For over a decade, Tiyale Hayes has worked on some of the world’s biggest and best brands. A 1998 graduate of Hampton University, armed with a Marketing Degree, Tiyale started his career in sales at Johnson & Johnson. After learning the fundamentals of how consumers shop in store, he attended business school and earned an MBA in Marketing from Purdue University.

After a serendipitous moment, he began a career in Consumer Insights and Global Innovation at Procter & Gamble. In his time at P&G he was helped create insights that led to business winning ideas for brands like Folgers, Pringles, Crest, Gillette and Old Spice. He also worked on the creation of new brand strategies for a number of these brand.

He left P&G to head to back to Johnson & Johnson, where he led global insight development for a number of brands, including Tylenol, Motrin and Listerine and a number of Rx to OTC Switch initiatives. He traveled the world learning from consumers about what motivates them and how to create products that meet their needs.

In 2016, he was tapped to head the insights group for BET where he leads a team developing insights for the BET brand and new show development.

He is a frequent speaker at both private and industry conferences, speaking to creating consumer centric strategies, culture transformation using fandom, and how to create value for African Americans, Millennials, and LGBTQ populations.

Tiyale is the President of the North Jersey Chapter of the National Hampton University Alumni Association, a member of Alpha Phi Alpha Fraternity Inc., National Black MBA Association, and the Board Member of the nonprofit Live Out Loud.

Juan Carlos López Juan Carlos López US Political Director & Anchor
CNN en Español

Juan Carlos López , US Political Director & Anchor, CNN en Español

Juan Carlos López

Juan Carlos López is a US Political Director & Anchor for CNN en Español in Washington D.C.

López has collaborated as a reporter for CNN since 1993. He anchors Directo USA, a daily show that airs from 5-6pm ET from Monday to Friday. Directo USA covers the headlines generating the most interest in the U.S., with in-depth interviews and analysis on how they will affect viewers throughout the Americas. In addition, López anchors Choque de Opiniones, a weekend show that airs every Sunday at 9am ET. This show is based on dynamic discussions with VIP weekly guests that are both informative and interesting and it is broadcast from Washington, D.C.

Since joining CNN en Español full time in 2000, López has covered important stories including the September 11h terrorist attacks in New York, the Elian González custody dispute between Cuba and the United States, the FBI’s eviction of protesters from the U.S. weapons depot on the island of Vieques in Puerto Rico and the United Nation’s Millennium Summit. He also reported from George W. Bush’s campaign headquarters in Austin, Texas during the night of the historical 2000 U.S. presidential elections and covered the controversial and prolonged vote recount from Florida. He has covered stories of international relevance such as the elections of the United States, the aftermath of the Haiti earthquake in January of 2010, and previously, he covered meetings of the United Nations Organization prior to the war in Iraq, and also reported from Kuwait during the war. Moreover, he has covered California’s Gubernatorial election, Hurricane Isabel from North Carolina and the FTAA Summit in Miami. López has also visited Colombia where he covered President George W. Bush’s visit to the country in 2006, and the visit of President Barack Obama to Latin America as part of the White House travel pool.

In addition, López has landed outstanding interviews in Washington D.C. with President Barack Obama, President George W. Bush, President Bill Clinton, Secretary of State Hillary Clinton, Secretary of State Condoleeza Rice, Senator Mel Martínez, Senator John McCain, former Secretary of Homeland Defense, Michael Chertoff, Senator Christopher Dodd, and former Secretary of Commerce Carlos Gutierrez, among others. Most recently, López covered the Democratic and Republican National Conventions from Denver, Colorado and St. Paul, Missouri, and the presidential inauguration from Washington D.C. López recently interviewed Venezuela’s President Hugo Chávez, First Lady Michelle Obama, former First Lady Laura Bush, the ex US Secretary of State, Colin Powell, director Oliver Stone, the deposed President of Honduras Manuel Zelaya, interim President Roberto Micheletti, and current President Porfirio Lobo, among others.

López leads CNN en Español’s on-air political coverage with Voto Latino, a show that covers the road to the general U.S. Presidential elections.

Also, Juan Carlos Lopez, was part of the panelist on the first Democratic Presidential Debate in October 2015, on the way to the 2016 Primaries Elections.

Before joining the network, López freelanced for CNN en Español and CNN International, reporting on a variety of events from Colombia. In addition, he participated in CNN’s International Professional Program and has served as a contributor for the program CNN World Report.

Previously, López worked as a news anchor and reporter for Noticiero de las 7 in Bogotá, Colombia, covering stories such as the Armenia earthquake and the massive kidnapping of civilians by leftist rebels in Cali, Colombia. He also served as a reporter for WLTV Channel 23 in Miami, Florida where he was nominated for an Emmy.

A native of Bogotá, Colombia, López has a Bachelor of Arts in Journalism from the Universidad Javeriana in Bogotá, Colombia. He also completed studies at Gabriel García Marquez’s Fundación Nuevo Periodismo Iberoamericano in Cartagena, Colombia and the Poynter Institute in St. Petersburg, Florida. He is fluent in Spanish and English.

Joe Pilla 1 Joe Pilla Director, Data & Automation
IAB Data Center for Excellence

Joe Pilla, Director, Data & Automation, IAB Data Center for Excellence

Joe Pilla 1

Joe Pilla joined the IAB in Summer of 2018 as Director, Data & Automation within the Data Center for Excellence. In his role, Joe works closely with Orchid Richardson, VP, Managing Director on a variety of projects related to data transparency, attribution modeling and the changing consumer experience.

Joe brings a wealth of diverse media experience to the IAB from his accomplished career in advertising research and consumer insights. Previously, Joe was Vice President, Social Insights at Zenith Media where he led the Social Intelligence practice providing clients with data analysis related to their brand environment, online conversation and campaign performance. Joe spearheaded several agency thought leadership initiatives covering a wide spectrum of topics including brand integrations, the rise of Influencer Marketing, shifts in consumer behavior, and the relationship between televised tent pole events and Social Media channels.

Prior to Zenith, Joe was the Associate Director of Media & Consumer Insights at Mindshare where he led the adoption of The Loop, the agency’s global operating system linking real-time multimedia insights to real-time actions. Naturally curious, Joe excelled at developing the annual US Consumer Trends presenting the agency perspective to clients nationwide. Before making a move to the agency world, Joe honed his storytelling expertise at Condè Nast, Meredith Corporation and Reader’s Digest where he mastered syndicated research bringing the magazine consumer to life.

Joe earned a Bachelor’s of Science in Marketing from Rutgers University. He lives in Long Island City with his husband Kevin Davis, AIA. Joe sits on the board of SuperCommunityLIC, a local organization celebrating the local community while finding ways to give back. In his spare time, Joe produces his YouTube Channel “Pop Culture Monger” dedicated to the latest entertainment news with the tagline nonsense to follow.

Orchid Richardson 1 Orchid Richardson Vice President and Managing Director
IAB Data Center of Excellence

Orchid Richardson, Vice President and Managing Director, IAB Data Center of Excellence

Orchid Richardson 1

Orchid Richardson serves as the newly appointed Vice President and Managing Director, Data Center of Excellence. She is charged with driving the Center’s mission to define boundaries, reduce friction, and increase value along the data supply chain, for consumers, marketers, and the ecosystem that supports them.

Before joining the IAB Data Center, Orchid was General Manager of Publisher & Media Solutions for 33Across, Inc. where she was responsible for leading the global business strategy & development for both the company’s growth and the growth of their publisher partners. Her successes include leading the development and integration of the 33Across Real Platform with over 250 demand partner, developing a product suite that was the catalyst for the company’s pivot into programmatic and launching the Real Platform in 12 countries located in EMEA, LATAM and North America.

Orchid also served as Head of Digital Operations for Hearst Magazines Digital Media. There, she was responsible for architecting the Hearst Audience Exchange that represented the consolidation of Hearst’s audience data for multiple Hearst corporate units including Magazines, Newspaper, Entertainment, and Broadcast on to one platform for strategic company-wide initiatives.

Before Hearst, Orchid was Senior Director of Advertising Operations & Strategy for BET Networks within the Digital Group. Orchid has also served in management roles at other leading digital companies including Everyday Health, Singer Direct (an Omnicom Media Group Company) and Multimedia Solutions.

Orchid is actively involved in the advertising community, having held leadership roles in key industry trade organizations. Additionally, she is an active member of Alpha Kappa Alpha Sorority, Inc., the Metro-Manhattan (NY) Chapter of the Links, Incorporated and the Westchester Chapter of Jack & Jill of America. Orchid also serves as a board member and fundraising chair of the Ujamaa Community Development Corporation which has built over $100 million in affordable housing in Westchester County, New York.

She is an alumna of Spelman College and New York University’s Stern School of Business where she holds a degree in Business Administration & International Business.

A citizen of the world having visited over 30 countries, Orchid is based in New York where she lives with her husband, Eugene Uzamere, Esq. and their children, Owen, Addison, Ivie, Eki, and Nosa.

Rob Rodriquez 1 Bob Rodriguez CEO
Natcom Global

Bob Rodriguez, CEO, Natcom Global

Rob Rodriquez 1

Bob is a 30-year seasoned expert in entrepreneurial business leadership in the fields of marketing and multi-media content for large platforms such as broadcast television stations, internet sites, telecom companies and other digital organizations throughout the world. Bob brings a wealth of knowledge and expertise in content related to health, tourism, technology, e-commerce and social media for the new challenges and opportunities of modern times. He has managed complex acquisitions and workforce integrations in the U.S. and the Caribbean, as well as international regions such as Asia, Latin America and Europe.

Currently, Bob is the CEO of Natcom and leads the company’s overall strategic direction including its multi-media platforms that include digital, content creation, distribution, ad sales and global initiatives. In addition to his overall responsibilities, Bob is also responsible for acquisitions and international expansions that include establishing operations for Natcom in Asia, Europe, Latin America and the Caribbean.

Prior to Natcom, Bob was the CEO of NPN Media, a company he and other investors acquired from NBC Universal. NPN produces and distributes fact-based news related segments to broadcast stations, as well as digital outlets in the U.S. NPN became part of Natcom in 2014.

Before NPN, Bob co-founded and was CEO of National Communication LTD (NCL) where he successfully attained an Inc.500 ranking twice (fastest growing privately held companies in America).

NCL is a diversified marketing communications agency that has developed hundreds of marketing and media initiatives for global companies such as Citibank, Burger King and Chevron, to name a few.

In addition to the private sector, NCL provides, or has provided, strategic consultancy services to governments including the United States, regional government agencies in Spain and the government of the Islands of the Bahamas. Some of NCL’s work with the U.S. Federal Government includes micro economic development research and implementation initiatives providing different federal agencies with best practices and recommendations for contracting to small and disadvantaged businesses.

In 1995 NCL produced the award-winning world record program, “Around the World in a Day” using an Air France Concorde to break the world aviation speed record which currently still stands.

Bob is the vice chairman of The Miami Symphony Orchestra, and has served as the chairman of the city of Miami’s adhoc budget committee, and also as an executive committee member of the Greater Miami Chamber of Commerce.

Bob received his Master’s degree in ALS from the University of Miami and his undergraduate degree with honors from Barry University. In 1993, Bob was a featured case study at Harvard Business School. Bob was inducted into the Hall of Fame for Advertising and Marketing at America’s largest college, Miami Dade College.

María Santana 1 María Santana Anchor and Correspondent
CNN En Español

María Santana, Anchor and Correspondent, CNN En Español

María Santana 1

Maria Santana is a New York based anchor and correspondent for CNN En Español and frequent contributor to all CNN networks and platforms, including CNN, CNN International, HLN and CNN.com.

Maria is a versatile, bilingual, multi-platform journalist who handles a wide range of topics, from breaking news, politics and finance to sports and entertainment. Most recently, she has reported about the devastating impact of Hurricane Sandy to the northeast, the Sandy Hook Elementary School shooting, the Boston Marathon bombings and the Cleveland, Ohio kidnappings.

Maria is a two-time News and Documentary Emmy nominee, most recently as a correspondent for CNN En Español’s Directo USA nominated for Outstanding Newscast in Spanish. In 2014, she was nominated for her coverage of the Election of Pope Francis for the network.

Santana is also known for featuring cultural events in the NYC metro area which highlight the best of the Latino community. In 2013, Maria was selected as one of Lifestyle Magazine’s “Latino Media Influencers”of the year, and The Manhattan Times and Bronx Free Press presented her with their “Woman of Distinction” award.

Before joining CNN, Maria was a correspondent for Mega TV, a Spanish Broadcasting Systems network, and a producer and editor at Telemundo WNJU-TV where she started her journalism career.

Born in the Dominican Republic, Maria is a graduate of Wesleyan University with a major in Psychology.

Brendan Snyder Brendan Snyder Multicultural Consultant, LGBTQ Specialist
Google

Brendan Snyder, Multicultural Consultant, LGBTQ Specialist, Google

Brendan Snyder

Agenda

9:30 am - 9:35 am

Opening Remarks

9:35 am - 10:05 am

Big Data Has A Big Diversity Problem

 

 

10:05 am - 10:30 am

LGBTQ: YouTube Moments that Matter

Research, Fire side chat; Insights, trends and content areas inspiring a new wave of Creators/Influencers to share and connect via identity.

Sponsored By: Google 2
10:30 am - 11:05 am

Black Men Revealed

 

 

Sponsored By: BET
11:05 am - 11:20 am

Networking Break

11:20 am - 11:25 am

Welcome Back

11:25 am - 11:40 am

Tips, Tricks and Timeliness in Speaking to the Multicultural Audience in Video

Sponsored By: Natcom
11:40 am - 11:55 am

The Power of the Podcast Within the Multi-Cultural Segments

Discussion of how podcast content resonates with different audiences.

Sponsored By: Pod Digital Media
11:55 am - 12:25 pm

The Value of the Hispanic, Multicultural Voter

Sponsored By:

PHOTOS

VENUE

Time Warner Center | The Columbus Room
10 Columbus Circle
New York, NY 10019