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12:00pm - 1:00pm 60 mins
1:00pm - 1:15pm 15 mins
Welcome & Chair Remarks
1:15pm - 2:00pm 45 mins
Crafting Shareable Tweets for Multicultural Audiences
  • Meghann Elrhoul - Head of Global Agency Research, Twitter

Based on Statistical analyses, we have identified attributes within a Tweet that appeal to users and in turn drive them to want to share. This research walks through the attributes, the stats behind them and how to execute them via real-life examples.

2:00pm - 2:45pm 45 mins
Representation in Advertising: Culture Shapes What We See
  • Joetta Gobell - VP Primary Research, Ad Sales and Strategic Insights, A+E Networks

At A+E we’ve spent over two years exploring the experience of womanhood and how this experience impacts interpretations of advertising. Here, we will share some common themes expressed by women in their experience of womanhood, and common desires for representation in media and advertising. We will also share findings that illustrate how differences in political and cultural contexts lead to nuanced experiences of: gender in daily life, perceptions of creative content, and representations of women therein. This work reminds us that while there are important commonalities to keep in mind when attempting to speak to women as a demographic, representations within ads are decoded through the diverse perspectives of the women who see them—thereby impacting brand perceptions and, likely, consumer behavior.

2:45pm - 3:15pm 30 mins
Networking Break
3:15pm - 4:00pm 45 mins
Super-Serving Generation M: Millennial, Multicultural & Mobile™
  • Reny Díaz - Vice President, Insights and Consumer Development, NBCUniversal Telemundo Enterprises

NBCUniversal Telemundo Enterprises will share how its brands have grown to become a new standard in Hispanic media, in part through new consumer research frameworks aimed to understand shifts in Latinx identity. At the center of the company’s consumer development strategy is MiTelemundo®, the largest and most diverse panel of its kind and the first in its space to be made available as a resource for the broader market research community. Reny Díaz will discuss how his team addressed the “white space” it saw in multicultural research and explain NBCU Telemundo Enterprises’ best practices in engaging multicultural Millennials on their mobile-first terms.

4:00pm - 4:45pm 45 mins
Chair Closing Remarks