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More than 40% of the U.S. are diverse, non-white Americans. When you consider Americans who are married to, living with and/or living within multicultural communities, it is clear the new mainstream America is multicultural.
But many in the industry have not kept pace with the changing demographics, creating an opportunity gap. The shift of the ad audience for the multicultural demographic has far outpaced the demographic shift of the ad industry.
IAB 2017 Cross-Cultural Day will be filled with a wide spectrum of interesting insights including actionable reports of what is working in the marketplace right now, the evolution of research and new client-based case studies.
If you would like to sign up for the waiting list, click here. To attend the event you must be registered.
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.
Allison Allen is VP of Diversity, Inclusion & Talent Management at Oath.
In this role, she leads global efforts across Oath’s 50+ media and technology brands to build strong talent and organizational philosophies and culture. Allison also partners and works collaboratively across all levels of Oath’s brands to guide the company’s diversity and inclusion strategy, focusing on creating innovative approaches that result in an all-inclusive and diverse work environment. Her goal at Oath is to enhance the internal and external brand of the company from both the people and process perspective, as well as maintaining an exceptionally high bar for diverse talent. Prior to Oath, Allison was Vice President, Talent & Organizational Development for AOL Inc., where she created a series of new learning programs, technical end products and organizational/project models. Before AOL, she headed up the Global Organizational Development Practice at Bloomberg LP and was Vice President in Global Talent and Leadership at Deustche Bank, where she worked with clients around a broad range of issues (e.g., strategy execution, leadership pipeline building, talent identification, change management and human capital systems). Allison began her career at Johnson & Higgins (now part of Marsh & McLennan Companies Inc.) where she focused on designing and implementing courses on insurance brokerage systems. Earlier in her career, Allison was a Manager of Learning & Organizational Development with Cushman & Wakefield, Inc. Allison completed her degree from New York University and is currently researching Masters programs focusing on Industrial Organizational Psychology & Human Resources Management.
As Head of Campaign Development for the Ad Council, Heidi works with federal government agencies, leading nonprofits and advertising industry partners to guide the strategic and creative development of all programs based in the Ad Council’s New York City office.
Heidi oversees the development of over 25 public service programs including initiatives for UNCF, Autism Speaks, Feeding America, Goodwill, the American Heart Association and the Ad Council’s iconic Love Has No Labels campaign. She serves as a longstanding industry judge for Effie GoodWorks and AICP Creative Awards for Public Service.
Heidi joined the Ad Council in 2000 after spending 10 years in the ad industry at Grey and Wells, Rich, Greene. She is a graduate of Union College and has a Certificate in Corporate Social Responsibility from Harvard Business School.
David brings a true depth and breadth to the strategic thinking and solutions Spark Foundry produces. Equal parts left and right brained, he crafts integrated marketing solutions geared towards ROI-driven results. His sharp business expertise and a strong propensity towards innovation and creativity alike, has allowed David to manage some of the worlds’ largest brands to, including Intel, Microsoft, Purina, Mastercard, Heineken MasterCard to Heineken through informed cutting-edge work.
David started his career in media in working across multiple categories including: CPG, technology, consumer electronics, enterprise, and financial services. As Senior Vice President, Group Digital Director, he is currently responsible for all facets of digital strategy, investment, and activation for Comcast. He is based in NY.
Anna Bager, Senior Vice President and General Manager, Mobile and Video, brings together two of the digital media and marketing industries’ most significant growth platforms under her leadership. The IAB Mobile Marketing Center of Excellence, an independently funded and staffed unit inside the IAB, charged with driving the growth of the mobile marketing, advertising and media marketplace. The Digital Video Center focuses on tying together various IAB video activities – including Advanced TV, Digital Video, and the Digital Content Newfronts – providing a one-stop shop for thought leadership, innovation, research, and guidance for the burgeoning digital video industry.
Prior to joining the IAB Bager was heading business intelligence at Ericsson Multimedia and head of research at Ericsson’s Business Consulting unit. Earlier, she was Research and Consulting Manager for IDC EMEA. Business Insider named Anna to the Most Important Women in Mobile Advertising in 2012, 2013 and 2014. And one of the 2014 top women in media by Folio Mag.
Mario X. Carrasco is Co-Founder and Principal of ThinkNow Research, an award-winning culturally-integrated market research agency based in Burbank, CA. The agency integrates Hispanic, African-American, and Asian insights into custom market research for companies and government agencies looking to thrive in a changing demographic environment.
Under his co-leadership, ThinkNow Research has successfully launched several innovative market research initiatives, such as DigaYGane.com, one of the largest and most representative Hispanic online panels in the industry as well as the first Minority Business Owner (B2B) Panel in the U.S.
During his six-year tenure at ThinkNow, Carrasco’s expert knowledge of multicultural consumers and his passion for unveiling the story behind the numbers, is evident in his contributions to the Hispanic Millennial Project and We Are GenZ studies. Carrasco is a regular contributor to trusted publications such as eMarketer, Quirk’s Magazine, Online MR Magazine, and MediaPost.
He is a sought-after speaker, presenting at several association events, including those held by the National Tourism Association and Market Research Association, as well as industry events such as the Google Multicultural Marketing Forum, Vision Critical, and Hispanicize LA.
As the Director of GroupM’s Multicultural Marketing Analytics unit, Mebrulin Francisco (Meb) leads a highly specialized team dedicated to unearthing consumer insights and measuring the impact of multicultural investments. The objective of this unit is to provide clients with relevant, comprehensive and trustworthy perspectives of multicultural audiences across the US while delivering best in class solutions to address key business challenges.
Using a data agnostic approach to insights and innovative data mining techniques, Meb strives to bring research and analytics to the forefront of the discussion. Her mission is to inspire, inform, reinvent and push the boundaries on how data can be used to drive business results. These efforts are yielding significant results. In the last two years, major brands have signed on as multicultural clients including Purina, Target and Bayer.
In the past 11 years, Meb has worked with major U.S. marketers across a broad range of products and services targeting millennial consumers including: Anheuser-Busch InBev, Colgate, MARS, Citi, Netflix, Diageo, Focus Features, USA network and Syfy network. She holds a Masters of Science degree in Integrated Marketing from New York University with a specialization in Marketing Analytics. She has led various industry panels in which she contributed her viewpoint on the future of the Hispanic market and has spoken in industry conferences on the importance of leveraging data and analytics in multicultural marketing.
She has been nominated for the 2015 ARF Game Changer Award that recognizes change agents who have led their department or organizations to new heights. And in 2016, she was featured on LinkedIn’s 2016 Next Wave Marketing list because of her work in marketing analytics. The goal of LinkedIn’s Next Wave list is to surface people who are destined to be the leaders of tomorrow, those likely to one day lead or build large companies or launch major movements.
Meb is lives in Mamaroneck with her husband and dog Zoey. She’s also mean salsa and merengue dancer.
Joetta Gobell is VP Primary Research and Strategic Insights at A+E Networks, where she leads custom research projects to support partnerships with marketers. With a background in qualitative market research and a Ph.D. in Cognitive Science, she brings her curiosity about how humans perceive and make sense of the world to a range of research solutions including advertising effectiveness and cultural insights exploration. Using a variety of methodologies, she and her team seek to explore relevant cultural insights and tell stories that reflect the complexity of audiences and consumers and identify implications for media.
Megan Hauck serves as the Director of the IAB Education Foundation. The Foundation is dedicated to increasing diversity in the digital marketing and media industry. Through its iDiverse initiative, the Foundation helps underrepresented constituencies into the industry by providing education, certification, and job skills training.
Additionally, the Foundation is committed to increasing diversity within organizations, paying specific attention to leadership/executive involvement and inclusionary practices, with emphasis on retention and recruitment, through the work of their Diversity and Inclusion Task Force.
Prior to her current role, Megan spent five years with NBC Learn, a division of NBC News, helping to bring NBC News and its digital properties to schools and universities across the country.
Matthew has worked in Hispanic media for over 16 years and has experience in Network TV, Local TV, and Digital/Online properties. Previously, he worked for Univision O&O stations in Houston and Chicago as well as the Univision National Sales rep firm and Univision Interactive Media. In 2014, Matthew joined Yahoo U.S. Hispanic (based in Miami) to lead the sales effort.
Originally from Texas, he studied in Mérida, Yucatán, MX and completed a B.A. in Spanish/English from Ohio University. Matthew is also a proud father to twins, Patrick and Julia.
Eric John, Senior Director, Mobile, works with media companies, publishers, and marketers to help grow their mobile business through industry standards, research, and buyer/seller best practices. He brings nearly 15 years of technology marketing and partnership development to this position.
Prior to joining IAB, Eric led digital strategy and initiatives for the Association of Magazine Media (MPA) where he helped launch their cross-platform Magazine Media 360° reports. Prior to MPA, he served as head of Digital Services at the Alliance for Audited Media, delivering certified publisher metrics and platform audits to IAB and MRC standards. In addition, he has held senior management and product marketing positions with Nokia, Yahoo, and DoubleClick.
At The Weather Company since 2014, Kuist supported all facets of the revenue arm of the business across sales, sales strategy, ad product development, design, content creation, data science, and senior leadership. While there, he leveraged a variety of resources, from traditional research methodologies, to modern analytics technology, to advanced data science techniques.
Previous to The Weather Company, Kuist was Senior Director in the Strategic Insights and Research group at Viacom Media Networks. In that role, he was charged with designing and executing measurement strategies on Viacom Media Networks’ digital properties on mobile devices and platforms (including apps). He also helped design and test methodologies for synthesizing metrics across data sets in cross-platform measurement for TV, digital, mobile, and apps. In addition, Kuist worked on developing and executing testing protocols for new measurement products and methodologies. His earlier experiences at Viacom also included serving as Director of Digital Ad Sales Research, where he supported the key accounts and digital marketing innovation groups.
Kuist holds a master’s degree in international relations from the University of Kent at Canterbury. He received his bachelor’s degree in international relations and political science from the University of Wisconsin-Madison.
Christian Martinez is Head of US Multicultural Sales at Facebook; an effort which brings to market digital and social marketing scale to the US multicultural marketer. He joined the company in June 2013 to lead the companies sales initiatives focused on the US Hispanic market, and has since then expanded the offering to include broader multicultural solutions. Prior to Facebook, Christian spent 13 years at Univision Communications where he was VP of Network TV and Interactive Sales for the South East and South West regions. In that role he was responsible for leading the only integrated sales office in the country, in which he oversaw a team of network TV and digital sellers focused on providing clients a fully integrated, cross-platform approach. Christian, has led traditional, digital, programmatic, mobile and eCommerce efforts in the USH space. Christian is a graduate of the University of Florida and resides with his wife and two children in Miami.
Martin Perelmuter has 10 years of experience in the digital industry, having worked in the continuously evolving programmatic environment throughout his career. A native of Argentina and currently Martin has dedicated himself to the LATAM and USH region’s digital evolvement. He has a BA in Marketing from the Florida International University and has lived in Miami, FL for the past 17 years. He oversees the audience business and programmatic demand for pan regional Latin America and the US Hispanic market For the past 2 years, he has been responsible for the evolvement of Yahoo’s US Hispanic affinity targeting.
Nelson Pinero has worked across General Market and Multicultural accounts for over 20 years. His began as an Assistant Media Planner at DMB&B (Mediavest) working on Burger King, Coca-Cola, TheStreet.com and GT Interactive. After 3 years he moved onto Dentsu Communications Agency where he served as Senior Media Planner/Supervisor on the Canon, JAL, Takasago, and Businessweek accounts. Here he learned how to drive the clients message across multiple cultures (Japanese, Chinese, Korean, Russian etc) utilizing various niche media tactics. In 2002 he decided to deepen his exposure to the Multicultural advertising market by joining the Bravo Group where he worked as Supervisor on Sears, Mazda, Wyeth, USPS among others.
In 2003,Nelson moved to Mindshare were he served multiple roles over his 9 years at this agency including Senior Media Supervisor on th 1st local digital team targeting total market audiences and head of the Multicultural team focusing on Hispanic and African American markets for Sprint, Boost, Virgin and Assurance Wireless. He also actively participated in new business pitches and additional projects for CVS, Nestle, and Unilever.
He joined MEC in 2014 to work in Vilma’s team developing strategies and executing media solutions for IKEA, KFC,, Marriott among others.
In 2016 he was appointed to Multicultural Digital Director at GroupM where he assists the digital investment group determine approach to multicultural in the marketplace and developing strategies and best practices for the agencies within the GroupM roster.
He spends his free time traveling occasionally to the Caribbean to see his family, riding his bicycle through the mean city streets during spring, summer and fall, playing guitar and writing music whenever he gets a chance.
Kelsey Price joined Google in 2011 and is currently a Sales Lead on the US Multicultural Ad Sales Team. She is responsible for helping leading Fortune 500 advertisers reach the US Multicultural audience on Google platforms. Kelsey oversees a team that covers Auto, Telecom, Tech, Finance and Insurance clients and works across all product types (search, display, video) to support innovative digital solutions in the multicultural space.
Prior to Google, Ms. Price worked as a consultant at McKinsey and Company, where she counseled leading companies in the US and Latin America on business strategy, performance management, and new market entry. Ms. Price was also a Fulbright Scholar to Spain, where she lived and worked for a year with the Fundación Marcelino Botín and the Spanish Ministry of Education.
Ms. Price holds a Bachelor’s Degree with honors in Latin American Cultures and a minor in Biology from Barnard College of Columbia University. She also earned an MBA from Wharton. She is based in New York City.
Francesca Pujals is a Sales Development Manager on Google’s US Agency team. She is a strategic change agent who uses simple & insightful storytelling to drive impact for Fortune 100 companies looking to engage Multicultural audiences on Google. With a core focus on the Multicultural space, she creates, ideates and strategizes ways in which brands can effectively connect with Hispanics, African Americans, Asians and LGBT audiences across digital platforms.
Prior to her current role, Francesca was a Senior Manager on the Strategy and Insights team at Univision Communications. She earned her Bachelor’s degree from the University of Pennsylvania majoring in Communications at the Annenberg School of Communications and minoring in Consumer Psychology at Wharton School of Business.
Luis Romero serves as Senior Vice President, Digital Sales, NBCU Telemundo Enterprises, NBCUniversal. In this role, Romero has strategic oversight of the company’s digital properties including Telemundo and UNIVERSO, as well as NBCU Telemundo Enterprises’ presence on mobile, VOD and NBCUniversal’s digital partners BuzzFeed, Snapchat and Vox Media.
Romero and team are currently focused on proving the value of the expanded digital audience of the Telemundo brand, reaching valuable audiences in the English and Spanish languages across all platforms. He reports to Laura Molen, Executive Vice President, Advertising Sales, Lifestyle and NBCU Telemundo Enterprises Group, NBCUniversal.
Prior to joining NBCUniversal in 2006, Romero served as one of the first employees working on Univision’s digital offering as Vice President of Sales (2000-2005). Previously, Romero was a Vice President at Katz Media Group, where he was responsible for leading the Northeast Sales team generating revenue for Hispanic radio stations in the region.
Romero began his career at The Bravo Group, a leading Hispanic media agency, where he focused on media strategies for a broad array of Fortune 500 clients.
A graduate of St. John’s University, Romero lives in New York.
Latha Sarathy is currently the VP of Multiplatform Insights & Development at NBCU Telemundo Enterprises. She has spear-headed measurement and analytics for all non-linear platforms, cross-platform measurement and oversees insights on the Hispanic digital and social consumer. .
Since establishing the digital & social media research department at Telemundo 5 years ago, her role has expanded to include informing strategy for the Digital division in terms of growing the company’s multiplatform audience and expanding monetization opportunities.
Other responsibilities include partnering with various teams including network programming, media partnerships, consumer marketing and digital sales to inform and optimize all multiplatform initiatives within the company. She has also been instrumental in developing ad effectiveness benchmarks and campaign analytics for all digital sales initiatives.
Prior to joining the NBCU Hispanic Group, Latha was at Interactive One/Radio One Digital, where she served as Vice President, Audience Insights & Analytics. From 2007-2008, she was Director, Research and Analytics for CBS Television Stations Digital Media Group. Earlier in her career, Sarathy held various research leadership roles as Director, Advertising Research for Univision Online, Corporate Research Director for Disney Magazine Publishing Group as well as Research Director for Wenner Media.
She has also served as an adjunct lecturer in Web Analytics at Baruch College in New York and is a long-standing member of the IAB Multicultural Council.
As Multicultural Marketing Leader, North America for Kimberly-Clark Corporation, Lizette Williams is responsible for driving the Company’s business objectives to win diverse audiences across the brands that encompass the $6 billion North America business, including Scott®, U by Kotex®, and Huggies®, supporting Kimberly-Clark’s vision to lead the world in essentials for a better life.
Recognized as a leader in the field of marketing, Lizette is a brand marketer with vast experience leading top brands. Prior to her role at Kimberly-Clark, Lizette spent five years at PepsiCo in a variety of traditional marketing roles ranging from leading innovation for the billion dollar Quaker Oatmeal and Snack Bars businesses to running base business strategy for Quaker Chewy Granola Bars and leading channel customer strategy, with relationship responsibilities for Sam’s Club, Walmart, Costco, BJ’s and Target.
At Kimberly-Clark, Lizette went from managing a single brand’s multicultural marketing initiatives (Huggies®) to seven brands across the North America portfolio. Kimberly-Clark has grown to be one of the top companies in the field, with multiple Association of National Advertisers’ Multicultural Excellence Awards, including its highest multicultural marketing honor, the 2015 Best-in-Show Award.
An industry pioneer, Lizette has provided expertise as a speaker at several conferences, including SXSW and the Advertising Research Foundation Re: Think Conference. She was the Co-Host of the 2015 Association of National Advertisers Multicultural Marketing & Diversity Conference, the nation’s largest multicultural marketing conference. Lizette’s prominence as a transformative strategist has helped reinvigorate traditional marketing by integrating, and often leading with, cultural considerations via breakthrough brand programs including Huggies®, Kleenex® and Scott® Bath Tissue. She is one of the foremost-awarded marketing executives in the field and was recently announced as a 2017 inductee into the American Advertising Federation’s Advertising Hall of Achievement. She has been listed in Crain’s Chicago Business “40 under 40,” Advertising Age’s “Women to Watch,” and Black Enterprise “Top Women Executives in Advertising and Marketing.”
Lizette is a born and raised New Yorker (and proud “Afro-Latina”) and is currently based in Chicago. She serves as Vice President of the Chicago Advertising Federation and chairs the Diversity Committee and also serves on the iHeartMedia Local Advisory Board. Lizette has a passion for serving young people and women and as a result, has a countless number of mentees across the country. She spends her free time inspiring college students and has keynoted events at Northwestern University and Lincoln University as well as guest lectured classes at several other universities.
Lizette received her MBA from the Kellogg School of Management at Northwestern University. She received her BA in Economics/ Political Science through a joint program with Columbia University in New York City and the London School of Economics.
As the U.S. population grows increasingly diverse and multicultural, culturally relevant marketing is no longer about the future, it is mainstream marketing today. Brands who embrace African American, Asian American and U.S. Hispanic populations’ buying power and unique product behaviors, are better poised to outperform in today’s competitive environment. And digital platforms offer marketers an potent opportunity to connect to multicultural consumers and communicate to them effectively and relevantly.
Facebook’s Christian Martinez, sits down with Lizette Williams, Kimberly-Clark, to discuss what it takes to create step change within an organization and share best practices for how marketers can do the same.
An open discussion with agencies on how they are helping shape the marketplace. How are they approaching our current demographic evolution.
As the U.S. grows into a more diverse nation, publishers and marketers must tailor their content and messaging to attract audiences who increasingly expect their favorite brands to know who they are and anticipate their needs. In this panel discussion, we’ll explore how media companies are organizing for success and counseling clients on how best to connect with consumers, who in the very near future will represent the new majority.
Sponsored by BET and Lotame
The IAB Education Foundation will discuss lessons learned through their iDiverse initiative, which aims to increase the diversity of the talent pipeline by providing digital marketing and media training to job candidates underrepresented in the industry. How do we bolster the pipeline, and furthermore, how do we improve current diversity and inclusion practices to retain diverse employees?
Representation in Advertising: Culture Shapes What We See
At A+E we’ve spent two years exploring the experience of womanhood and how this experience impacts interpretations of advertising. Here, we will share how differences in politics and cultural context lead to very different experiences of gender in daily life and to different perceptions of creative content.
This work reminds us that ads are decoded through the diverse perspectives of the women who see them—thereby impacting brand perceptions and, likely, consumer behavior.
How to Put Salsa on French Fries: Developing Your Hispanic Video Strategy
The Hispanic premium video consumer is different than the general market video consumer, allowing for a great opportunity for brands and marketers to expand their valuable audience. Hear from NBCU Telemundo Enterprises’ SVP of Digital Advertising Sales, Luis Romero, on where the company think their clients can grow their consumer base by reaching bilingual and English-dominant Hispanics in the United States.
Inclusion & Acceptance in Advertising: Love Has No Labels
Heidi Arthur, Head of Campaign Development for The Ad Council, will be joining for the fireside chat. We’ll discuss their latest campaign “Love Has No Labels,” and how they bring concepts to life.
3rd Generation Hispanics: How can we make the brand connection?
With the growing phenomenon of acculturation, advertisers and marketers are trying to find new ways to engage with this new generation of U.S. Hispanics (USH) as well as future generations. 3rd generation USH have a unique attitude towards cultural identity, it is crucial for advertisers to understand what defines their cultural connection and know this generation’s point of pride and challenges. With this study, we took a deep look into the 3rd generation of Hispanics in the US: who are they, what is relevant to them, and how to make the brand connection in a meaningful way.
As Marketing Technology (MarTech) adoption becomes ubiquitous across agencies and brands, representation of multicultural consumers becomes critical as we rely more and more on these tools to inform our marketing strategies. We assume that multicultural consumer data is being captured in the data because it is big data, but are they? In this session, we explore the sources of data that MarTech relies on and how to ensure multicultural consumers are being represented from an analytics perspective
The same trends that are driving video audiences are playing out multicultural with some nuances. This session will explore trends that marketers need to know.
What I heard. What I learned. What I’m going to do with it.
Founded in 2004, Facebook’s mission is to give people the power to share and make the world more open and connected. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.
Google is a global technology leader focused on improving the ways people connect with information. Google’s innovations in web search and advertising have made its website a top internet property and its brand one of the most recognized in the world. Google’s video community, YouTube, enables more than a billion people to discover, watch and share originally created videos. YouTube provides a forum for people to connect, inform and inspire others across the globe and acts as a distribution platform for original content creators and advertisers large and small.
Oath, a subsidiary of Verizon, is a values-led company committed to building brands people love. We reach one billion people around the world with a dynamic house of media and technology brands. A global leader in digital and mobile, Oath is shaping the future of media.
Telemundo is a world-class media company leading the industry in the production and distribution of high-quality Spanish-language content across its multiplatform portfolio to U.S. Hispanics and audiences around the world. The network features original scripted dramas from Telemundo Studios – the #1 producer of Spanish-language primetime content – as well as non-scripted productions, theatrical motion pictures, specials, news and first-class sports events. The network reaches 94% of U.S. Hispanic viewers in 210 markets through its 16 owned stations and 55 broadcast affiliates. Telemundo also owns WKAQ, a local television station serving Puerto Rico. Telemundo is part of NBCUniversal Telemundo Enterprises, a division of NBCUniversal, one of the world’s leading media and entertainment companies. NBCUniversal is a subsidiary of Comcast Corporation.
Lotame is the DMP for Maximum Audience Impact—helping publishers, marketers and agencies maximize the way they collect, unify, protect, and activate audience data. Leveraging the industry’s most robust audience management engine, they’re able to intelligently monetize data, create premium properties, target more efficiently, and drive higher campaign performance and revenue. We’re dedicated to constant innovation, and helping our clients take full advantage of big data. Together, we’re doing things that others haven’t thought of yet. To learn more, visit lotame.com.
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