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SXSW Panel – Multi y Mono: A Cultural Advertising Model

Multi y Mono: A Cultural Advertising Model

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

Moderator:
Carl Settles Jr. – Media Communications Council

Panelists:
Steve Stoute – Translation, LLC
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 Mr. Stoute and key executives from 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.

Steve Stoute, Chief Executive Officer – Translation LLC

Steve Stoute is CEO of Translation LLC and author of the seminal book The Tanning of America – How Hip Hop Created a Culture that Rewrote the Rules of the New Economy.

A former music executive at Interscope Geffen A&M Records, Mr. Stoute has worked with artists from Eminem to Mary J Blige. More recently, Mr. Stoute has been applying his discerning sense of culture to brands such as McDonald’s, Microsoft and Coca-Cola in the form the ad agency Translation LLC. Translation was ranked No 2 in Ad Age’s A List Issue: 10 Standout Shops.

 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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