Beatriz Rojas From Kaiser Permanente: We Have A Well-Integrated Model With Agencies Of The Hispanic And General Markets

Javier Delgado-Granados, Director of Multicultural Marketing at Coca-Cola; Kevin McLaughlin, SVP, Marketing at T-Mobile & MetroPCS, and Beatriz Rojas, Director, Multicultural Marketing at Kaiser Permanente, participated in a roundtable about strategies for the Hispanic market, hosted by Isaac Mizrahi from ALMA. “Kaiser Permanente was born from diversity and focus in removing the barriers between the health system and immigrants. Hispanics are among the largest groups. The business is very strong, we saw great growth last year” Rojas explained. “We began from scratch to really understand the new needs of this evolving market. We had to build a marketing campaign more educational than promotional. The agency was a key partner to research and understand where we should go. We have a well-integrated model with agencies of the Hispanic and general markets.” For McLaughlin “the best insights’ agencies are the multicultural agencies, so we gathered all the multicultural team for the MetroPCS account. With T-Mobile, we decided to address the total market because this is a brand that works out more globally” he said. Delgado-Granados highlighted that Coca-Cola is looking for a middle point between the multicultural and Hispanic market. “We’re always looking for opportunities, because we’ve practiced the multicultural in the past 25 years. This is a great portion of consumers and we’ve been doing very well” he said.