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.
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