Sandra Alfaro from Wing: Multiculturality is deeply impacting the US

During the opening talk of the 16th Annual Hispanic TV Summit (16th Annual Hispanic Television Summit), Sandra Alfaro, general director of Wing, Grey New York, highlighted that multiculturality is deeply impacting this country.

Alfaro, who had a conversation with Court Stroud, general director of The Cledor Group, added that technology is an accelerator of these changes.

She mentioned that the theater play Hamilton is one of the events that has had more cultural impact these days.

The suggestions she made to the audience were: Incorporate culture from the beginning of a campaign, and for that, she showed the example of the American Express commercial with Lin-Manuel Miranda; treat your target with the depth and respect it deserves and to illustrate this, she presented a Target commercial; use insights to connect with the audience, and she placed the McDonald´s ad from the agency ALMA.

Additionally, she highlighted that “’who’ matters as much as ‘how’” and gave the example of the campaign made by her agency, titled Vets Fight Hate, that was on the Cannes shortlist. Lastly, she told the attendees that they must think beyond the ad. As an example, she showed the ad created by Wing for Barnes & Nobles on The Cookbook You Can Cook.