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Wednesday, March 18 • 9:00am - 9:50am
Total Market is Not the Only Way: Rediscovering the Segmented Approach

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The advertising industry has been debating the pros and cons of the Total Market Approach for the better part of 3 years. Come hear from a leading brand marketer and leaders of two of the largest Hispanic agencies discuss the value of tried and true Hispanic segmented marketing. This session will include a presentation from McDonald’s on how they continue to take a segmented and focused approach to the Hispanic consumer. You will also hear from two executives from Alma and Lopez Negrete who will share how two of the leading Hispanic ad agencies in the country continue to focus on the Hispanic consumer segment amidst all the buzz about the Total Market Approach.

avatar for Jose Villa

Jose Villa

CEO, Sensis Agency
Jose is the founder and President of Sensis, an integrated cross-cultural advertising agency. Jose founded Sensis as a Web development firm in 1998 as one of the first agencies focused on the multicultural digital market. He has since grown Sensis into a unique full-service ad agency... Read More →

avatar for Julio Arrieta

Julio Arrieta

Managing Director, Lopez Negrete
A computer scientist by education, Julio Arrieta is a brand strategist by trade and a man with a passion for upcoming trends and groundswell consumer behavior. Whether in fashion, music or technology, you’ll find Julio at the cutting edge between today and tomorrow, gathering first-hand... Read More →
avatar for Paty Diaz

Paty Diaz

Director U.S. Hispanic Marketing, McDonald’s
avatar for Luis Miguel Messianu

Luis Miguel Messianu

Founder, President and Chief Creative Officer, Alma
Luis Miguel Messianu is the Founder, President and Chief Creative Officer of Alma, currently the sixth largest Hispanic advertising agency in the United States and Ad Age’s Multicultural Agency of the Year two years in a row. In a 35-year career, Messianu has played an influential... Read More →

Wednesday March 18, 2015 9:00am - 9:50am EDT

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