Session Information
DMA08 Conference & Exhibition
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From John Q Sample to Juan Q.Sample? Connecting Your Creative With Hispanics
Track
:
CREATIVE STRATEGY
Program Code:
AM08-0577
Date:
Tuesday, October 14, 2008
Time:
2:00 PM to 3:00 PM
EST
Location:
N101
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Description
Brand platform, personality, pillars and promise shouldn't change based on segment. This session demonstrates through real examples from some of the world's leading brands, how relevant, segment-specific insightful, Hispanic creative is derived from the same brand platform as the general market marketing, and the results associated with doing it right.
LEARNER OUTCOMES:
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Go beyond language for evolving brand platforms into relevant messaging to engage Hispanics.
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Learn how to adapt general market messaging to bring Hispanic relevancy to multiple direct channels
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Nuances in messaging/creative execution can mean the difference between embracing and alienating Hispanic audiences
This session is a part of:
Handout Online
