MERCADEO Versión en español

Dionne Colvin from Toyota: We created a collaborative system so all our campaigns had in their heart the multicultural audience

Manuela Walfenzao| 9 de octubre de 2016

Dionne Colvin, directora de Mercadeo, Estrategia y Desempeño de Toyota

Michael Kelly, Social Media Manager at Plantronics hosted the panel Optimizing multicultural investment with Dionne Colvin, Marketing, Strategy and Performance Director at Toyota, and Angelique Vega, Media Director at Kaiser Permanente. During the first day of the conference they talked about their strategies as multicultural advertisers. Vega said that it’s important to have a holistic view of all communications. “In Kaiser we began with three general spots and one for the Hispanic market. Now the Latino agency with our general agency have merged under Judy Hernandez’s leadership and both work together. We have the most diverse team I know. I believe that our creativity mirrors the importance we give to Latinos and to the multicultural audience.” Toyota is a brand that for years has been addressed to multicultural buyers, Colvin said. “We stopped to see the future purchase of cars and we noticed that the future was in the multicultural audience and decided to change strategy. We created a collaborative system so all our campaigns had in their heart the multicultural audience. We developed a totally new structure so all media and channels would be integrated and the change was monumental.” The discussion ended talking about programmatic marketing. Toyota implemented it two years ago and now is indispensable for its great launchings and they always include the multicultural segment. Kaiser Permanente uses programmatic to build its Spanish audience and for them is crucial to collect that data. 50% of their digital buying is programmatic.

Diario de Hoy

viernes, 27 de septiembre de 2024

Image

Paula Feged de Festival ElDorado: La creatividad colombiana es un producto de exportación tan fuerte como el café y las flores

Image
LATAM

• Mariana Cavalli de American Express: Buscamos conectar tanto con individuos como con empresas sdfsdf sdfdsfds sdfsdfds sdfdsf

• Nace GRANDE, una plataforma de formación innovadora para futuros publicitarios en Venezuela

• Rocknrolla.23 retrata el legado de Grupo AG con Andy García como actor principal

• Comenzó la décima edición de SMARTFILMS con más de 1.200 cortometrajes hechos con celulares

Image
MULTICULTURAL

• Equativ expande su división de retail media con la adquisición de Kamino Retail

• IAB Tech Lab presenta PAIR una nueva herramienta para la publicidad digital más segura y privada

• César Sabroso de A+E: Producir Huellas para celebrar 70 años de VW en México es ejemplo de unir esfuerzos con marcas para causar mayor impacto

Image
LATAM
Image
Image
Image
Image
Image
MULTICULTURAL
Image
Image
Logo IAB Tech
Image
PRODU
Resumen de privacidad

Esta web utiliza cookies para que podamos ofrecerte la mejor experiencia de usuario posible. La información de las cookies se almacena en tu navegador y realiza funciones tales como reconocerte cuando vuelves a nuestra web o ayudar a nuestro equipo a comprender qué secciones de la web encuentras más interesantes y útiles.