ENGLISH

Comcast: Total Market is not one-size-fits-all

Miryana Márquez| June 14, 2018

Panel CMC

According to José Vélez-Silva, Multicultural Communications VP at Comcast, Total Market is not one-size-fits-all, and he highlighted that if it is seen that way, “we are going to have to go back to the 90s when we had to justify the existence of the Hispanic market”.

Vélez-Silva took part in a roundtable on the latest marketing trends the first day of the annual CMC conference. It was chaired by Isaac Mizrahi, co-president, and CEO of Alma, and with the participation of Marissa Solis, VP/General Manager for the Hispanic Market at PepsiCo, and Alex Tokatlian, Program Leader, Hispanic Marketing and Advertising at Domino’s Pizza.

“I think the industry’s mistake has been that we have substituted the word ‘general’ for ‘total’, and we are at a moment in which we need to show culture’s breath in our advertising,” said Vélez-Silva. He highlighted that the premise of Total Market “is lovely”, in the sense that a network of different cultures working jointly to raise the brand and communicate a unified brand message is created.

For Solis, Total Market can be seen as something the organization is doing for efficiency, “but now it is about incremental growth”. She said that what is important is not the language but the context, when it comes to marketing to the Hispanic market, how this is used and when it is used. “The power is there, in how we understand that and then bring it to the forefront and the center for the entire company. What I am most excited about is that when you see Hispanic from PepsiCo, it is going to be at the front and the center. It is not going to be a Hispanic campaign, it is not going to be a general market campaign,” she emphasized.

Diario de Hoy

miércoles, 9 de octubre 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