MERCADEO

Nydia Sahagun From Wells Fargo: If U.S. Multicultural Consumers Were A Country, It Would Be The World’s 4th Largest Economy

Liz Unamo| 8 de noviembre de 2017

Nydia Sahagun, VP Sénior de Mercadeo por Segmentos de Wells Fargo

Nydia Sahagun, Senior VP of Marketing by Segments at Wells Fargo and founding member of the National Advertisers’ Alliance for Inclusive & Multicultural Marketing (AIMM), attended the annual ANA Multicultural & Diversity Conference to present the group’s project, Case for Change, which she led together with Manoj Raghunandanan, VP of Global Brand Management at Johnson & Johnson. “Marketing as a discipline has not changed, but the world around us has” said Sahagun, noting the importance of focusing on the consumer. “Products and services must include culture in their branding in order to connect with their targets. I see that as the core of sustainable relevance.” Sahagun said that AIMM is committed to reversing the lack of interest that has become increasingly evident. “In recent years we’ve seen slow growth. Brand investment is not following the pace of opportunity. Among the Top 500 companies, 57 percent spend less than 1 percent of their budgets on Hispanic media.” She also highlighted the power of the multicultural market. “Multicultural consumers’ spending is stable and has prevented the collapse of some industries. If this segment were a country, it would be the world’s fourth largest economy” she said. On the down side, she spoke of brands that have failed and why. “Our brands face a unique challenge and what has been done in recent years doesn’t spur sufficient growth.”

Diario de Hoy

jueves, 7 de noviembre de 2024

Image

Pedro el escamoso: más escamoso que nunca de Caracol Televisión y Disney+ será la primera serie 100% colombiana en llegar al primetime de Univisión

Pedro El Escamoso Protagonistas
Image
UNO

Cantando 2024 arrancó por América TV de Argentina con 20,5% de share

Chiquis Sin Filtro stands out as the #1 show on ViX in the U.S.

El hormiguero arranca su temporada 19 por Antena 3 Internacional

El señor de los cielos 9 llegará a México y LatAm por ViX el 20 de septiembre

PERSONAJE DE LA SEMANA

Conductor Mario Kreutzberger Don Francisco

Premios PRODU Don Francisco
Image
UNO
Image
Image
Image
Image