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SXSW Panel – Multi y Mono: A Cultural Advertising Battle

 

Multi y Mono: A Cultural Advertising Battle

Saturday, March 10th 9:30am
Austin Convention Center Rm 5ABC

Moderator:
Carl Settles Jr. – Media Communications Council

Panelists:
Kelli Coleman – GlobalHue
Sergio Alcocer – LatinWorks
Leslie Wingo – Sanders\Wingo

With ethnic minorities now representing the largest and fastest growing segments of the consumer economy, the very definition of the general market is being challenged. Multi-cultural agency heads such as Translation’s Steve Stoute are eschewing their parent agencies (Mr. Stoute bought back a majority stake in his agency from Interpublic) in order to compete for a larger share of the marketing pie. In his book, The Tanning of America, Mr. Stoute lays out a compelling case for why he and many other multi-cultural agencies may be better suited to influence general market consumers than their largely mono-cultural counterparts.

This panel explores the unprecedented opportunities for minority owned agencies and minority talent to move to the forefront of the advertising landscape. We’ll hear from key executives from GlobalHue, LatinWorks and Sanders\Wingo ad agencies as they lay out their visions for advertising in the 21st Century and the defining role minority media makers are playing in it.

Kelli Coleman, Executive Vice President – GlobalHue

As GlobalHue’s executive VP, Kelli Coleman oversees corporate communications, and is an integral part of senior management. Additionally she is president and CEO of GHV, an independent venture company that seeks opportunities in media, marketing and advertising to create alternative business for GlobalHue clients. Coleman’s leadership within the advertising industry has led to a number of accolades and honors.

In 2010 she received the Women in Business Award from NV Magazine, Black Enterprise Magazine named her one of their “40 Next,” and most recently, Essence Magazine included her in their “Fierce and Fab Under 40” list. In 2008 Coleman was listed in Crain’s Detroit Business top 20 in their 20s; she served as president of the Junior Board for Boys Hope Girls Hope Detroit, a program dedicated to helping at-risk children; and she is a member of the Junior Achievement of Southeastern Michigan Young Professionals.

Sergio Alcocer, President/Chief Creative Officer – LatinWorks

 

“Our objective has never been to do general-market work. It’s to take Hispanic to the mainstream, which is different.”
Sergio Alcocer 

 

Also joining this panel is Sergio Alcocer, President / Chief Creative Office - LatinWorks ad agency. LatinWorks has been  Ad Age’s Multi-Cultural Agency of the Year or on it’s A-list for the last 3 consecutive years. They were also the only Hispanic Agency to be Cannes Lion winners in 2011 with two trophies.
Having invested in proprietary research, LatinWorks has developed a tool they call BrandSteer along with an ideas lab that has enabled them to create approaches that go beyond the typical scope of work.

Leslie Wingo, Senior Vice President – Sanders\Wingo

 

“Now, I think being urban is about maintaining personal truths. It’s not ethnicity that separates the urban market from the general market.”
Leslie Wingo 

 

Sanders\Wingo is an award-winning, independent advertising agency that has represented some of the most recognizable regional and national brands, including Peter Piper Pizza, Petro, Fuddruckers, U.S. Postal Service, State Farm, General Motors and AT&T. Sanders\Wingo has offices in Austin and El Paso, Texas, with satellite locations in New York, Los Angeles, Atlanta and San Francisco.

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