Culture Summer 2011 Issue


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The 2010 Census & the Rise of Multicultural.

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Culture Summer 2011 Issue

  1. 1. CULTURE SUM M ER 2011The 2010 Census& the Rise ofMulticultural
  2. 2. Welcome Bienvenidos Only a few years ago, I spent a great deal of time talking to people about the new realities in the U.S. consumer market. Some of it was based on my own perception and thinking about what was happening in the U.S. Hispanic market. Then there were two major Spanish-language television networks, a handful of local radio stations, just a few dailies and a limited number of online sites catering to Hispanic consumers. Many marketers weren’t yet convinced of the opportunity. We heard such things as “we can reach Hispanics through general market media” and my favorite “Hispanics aren’t spending.” That was 1999. Today, with the 2010 Census out, marketers have been forced to rethink their strategy toward the new realities shaping the U.S. consumer market. What’s driving this long-awaited shift? The sheer numbers, of course. Multicultural groups are not only the fastest growing segment of the market, but they are quickly creating a multiculturally-influenced general market. The size of the U.S. Hispanic market alone grew by nearly 50% since 2000 to more than 50 million people, or nearly 16% of the total population. The Census data also reflects how minorities continue growing, now comprising 35% of the total U.S. population. The new estimates reveal a country of larger and younger minorities, with Hispanics having the greatest growth rate due to their higher birth rates. Hispanics represented more than half of the total growth in the U.S. population since the last Census and the larger portion of this increase, two-thirds, was to births, not immigration, which has actually fallen off to some degree in recent years. For the moment, non-Hispanic whites number approximately 200 million, but are 14% less than their percentage in 2000, when the country’s white non-Hispanic population was calculated to be 195 million. This signals a major transformation. One that we have not seen since the post-World War II Baby Boom. The country is taking on an ever more diverse character and even more so when one takes into account that Americans are defining themselves more and more as belonging to different cultural groups. The question we need to ask is... will this transformation finally end our fascination with thinking about the total market in segments? Only when we honestly look at the new realities of the market, will we truly grasp the vast marketing and business opportunities that exist. Armando Azarloza President Axis2
  3. 3. What’s Inside 4 6 8Growing Trends: Culture Movement Move Over,Census Highlights Marketing Baby BoomersDemographic Shifts 12 14 16Why Our Role as Bilingual & Bicultural Reaching MexicansMulticultural What it Means for Brands in The U.S.—Marketers Matters The Facts Behind it10 20 21 22Case Study: Media News — Can’t-Miss Digital The InfamousKraft Foods May 2011 Upfronts Conferences Question #7 3
  4. 4. Growing Trends: Census Highlights Demographic Shifts Future growth in the digital population will come from minority audiences. The overall growth of the online population in the U.S. is While the census has consistently projected strong growth stagnating, and most future growth will come from increases in minority populations through 2050, the new figures for in minority audiences including Hispanics, Blacks, seniors all races may change more than projected. The census’ and children. open-ended questions on racial and ethnic background — including a write-in answer for filers who did not feel their Hispanics are the fastest-growing segment of the U.S. background could be explained by a single check-box population, and eMarketer expects the Hispanic online answer — caused much confusion and comment. It is population to grow by nearly 10 million people between still unclear how respondents identified themselves and 2010 and 2014. Next year, eMarketer forecasts their families. 32.2 million Hispanics, or 62.9% of the U.S. Hispanic population, will be online. The results of the 2010 census could push those estimates up even further.4
  5. 5. The Black internet user population is somewhat smaller butalso on the rise. eMarketer forecasts nearly 26 million Blackswill go online at least monthly in 2011, for a penetration rate U.S. Hispanic Internet Users and Penetration,of 66.9%. By 2014, 72.3% of Blacks will be online. 2009-2014 (millions and % Hispanic population)Marketers who are beginning to up their budgets as they 39.2 36.8 (70.0%)put the recession behind them will do well to remember that 34.3 (67.6%) 32.2 (65.0%)minority groups are only increasing in importance online. 29.6 (62.9%)Advertisers must remember they make up an ever-greater 27.2 (59.5%) (56.5%)portion of the audience of all media, but spending onSpanish-language and African-American media is alsoa must. According to research from the Association ofNational Advertisers, more than half of U.S. marketers willbe increasing multicultural spending on both traditional andnewer media.According to research 2009 2010 2011 2012 2013 2014from the Association Note: can be of any race Source: eMarketer, March 2010of National Advertisers, 114300 www.eMarketer.commore than half of U.S.marketers will be increasing Change in Marketing Spending on Allmulticultural spending Multicultural Media vs. Newer Media Platforms According to U.S. Marketers, 2010on both traditional and % of respondentsnewer media. Spending less Spending less 13% 9%“These audiences appreciate genuine efforts by marketersto understand them and communicate messages thatresonate, which means more than including a Spending Spendingdemographically diverse cast in a mainstream television Spending more Spending more same 56% same 56%commercial or high gloss magazine ad,” said Lisa E. 31% 35%Phillips, senior analyst at eMarketer. “Brands that ignorethe multicultural audience will find themselves ignored bya powerful segment of the population.” All Multicultural media Newer media Note: n=54; change vs. 2009; *company websites, email marketing, mobile, online ads, online games, online video, paid search, RSS, SEO and social media (blogs, ©2010 eMarketer Inc. All rights location-based services, podcasting, Twitter, webinars, wikis, virtual worlds) reserved. Source: Association of National Advertisers (ANA) survey provided to eMarketer, Nov 22, 2010 122174 5
  6. 6. Culture Movement Marketing What is it and why is it the most effective marketing communications approach for your brand? Culture Movement Marketing is about identifying and aligning brands with ideas that are generating new movements in culture. These ideas and the movements they spawn are powerful because they appeal to people on a personal level. They captivate and make them want to belong, and more importantly, they motivate people to want to share the cultural movement with others — think urban car culture, fusion cuisine, hip hop/reggaeton, among many others. The strength of cultural movement marketing is that it starts and ends with what consumers like and are most compelled by in their daily lives. It’s not about creating campaigns that seek to influence short-term changes in purchase behaviors, rather it’s about aligning brands longer-term with large movements that consumers already espouse or want to belong to. At Axis, that’s exactly what we do. We help identify key cultural movements on the rise with multicultural consumers; we then uncover groundbreaking insights that help us create big ideas and communications strategies to organically link our client’s brands to these cultural movements. It’s that simple; we focus on movements that inspire multicultural consumers, and we find creative ways to help make a brand an authentic part of that movement so that it can profit from as many aspects of it over time. The strength of Culture Movement Marketing is that it starts and ends with what consumers like and are most compelled by in their daily lives.6
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  8. 8. Media News: Move Over, Upfronts 2011 Baby Boomers The top similarities between these two cultural movements are religion, use of technology (tech savvy), popularity among sports, movie-going and food. However, the Baby Boomers differ from multicultural consumers because they are much older, the majority are white males, have smaller average household sizes, are more educated, are less brand loyal and not nearly as receptive to ads. A multicultural movement is transforming America in many ways. Not since the birth of the Baby Boomer generation have we seen such a profound and dramatic shift in the demographics of the country. With the end of post-war baby boom, we are seeing far reaching changes in society and the marketplace. In food choices — salsa outsells ketchup, tortillas are preferred over white bread, and the list goes on. Multicultural groups are also fusing foods together to create a new and modern cuisine such as Korean BBQ & Mexican tacos, and Chinese and Cuban dishes (Chino Latino). Entertainment is leveraging multicultural celebrities like never before; just watch Jennifer Lopez and Christina Aguilera judging on American Idol and The Voice. Athletes like Kobe Bryant, Alex Rodriguez and Matt Kemp are the authority for all. And music has become universal, appealing to all cultures; just ask the fans of Ricky Martin, Rihanna, Neyo and Pitbull. This impact is moving the economy. For years, brands have been adjusting their marketing to speak to the Baby Boomers. Today, however, they are re-evaluating8
  9. 9. their strategies in order to compete in the new America.The assumptions of the past are giving way to thetransformational reality that is taking place. Marketershave to recognize the rise in multicultural consumers,particularly Hispanics and the emergence of millennialsas the next generation, with significant influence in themarketplace. The right way for brands to engage withmulticultural audiences is to understand their culture. It’simportant that they feel connected to a brand’s message.Now more than ever, a brand has to know what’s relevantto the target consumer in order to create relatable adsand messages, and represent the target in all its marketing The right way forefforts. An essential part of the strategy is to get behindmovements and concerns that mean something to brands to engage withconsumers and address the issues of lifestyle, cultureand language. Get involved in the multicultural community multicultural audiences isand they’ll get involved with your brand. to understand their culture.To reach the multicultural audience, a brand’s marketingand communications must be delivered through increasedtargeted media, leveraging the unique Americanmulticultural experience. This means acknowledgingAmerican culture while at the same time preserving theaudience’s culture and traditions of origin. This allows fortargeting of specific cultures in diverse communities. 9
  10. 10. Media News: UpfrontsKraft’s Comida 2011 Share Your Latin Flavor In May 2011, Axis led efforts to increase awareness of Comida Kraft, Kraft Foods’ Hispanic recipe platform that includes a website, magazine, e-mail newsletter and mobile site all designed to help U.S. Hispanic moms find simple and delicious food solutions.10
  11. 11. Case Study: Kraft Foods Comida Kraft’s Share Your Latin Flavor has already doubled the benchmark set at the beginning of the program.The 2011 program added a celebrityelement by launching a partnership withChef Alfredo Oropeza, focusing on providingrecipes that unite Kraft’s simple and easyapproach with Latin flair and traditions. Axisled the launch that first targeted influencersvia a blogger event at Kraft Kitchens inGlenview, Illinois, sharing the Comida Kraftmission and offering a master class withChef Oropeza over two exciting days. Inaddition, a traditional media launch wascomplemented by a satellite media tourthat demonstrated the Chef preparingthree of the recipes from the 60-recipe,6-month program.Fifteen Univision or Azteca Americatelevision stations from across the nation,tuned in to watch the Chef invite viewersto Comida Kraft. Ten radio affiliates,including CNN en Español, also interviewedthe Chef. To date, the team has garnerednearly 5 million impressions, alreadydoubling the benchmarks set at thebeginning of the program. 11
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  13. 13. Why Our Role as Multicultural Marketers MattersAt one point or another, we have all pondered why our job as multicultural marketersis important and to find the answer we don’t have to look very far. The proliferation oftechnology has brought the global community even closer and in many ways has spurredthe interest of cultural norms and trends characteristic of multicultural audiences.In recent years, according to the U.S. Census, the growth Companies such as Unirush, marketers of the Prepaid Visaof multicultural populations is outpacing that of Whites. RushCard, understand how important it is to communicateThe Hispanic community leads that growth and has now to multicultural consumers. Philanthropist and entrepreneursurpassed African-Americans as the largest multicultural Russell Simmons co-founded RushCard introducing ancommunity. Though the two groups represent two different innovative financial tool designed to give underservedcultures, together they embody the largest and most and unbanked communities access to traditional financialpowerful minorities in the country. When we look around, services. For the past 5 years, RushCard and Axis havewe observe the influence that multicultural audiences worked together to develop effective PR strategies andexert in nearly every aspect of American life including media campaigns that resonate with the card’s largelyfood, politics, music fashion and entertainment, which is African-American audience. Most recently RushCard andsomething, companies and general market consumers Axis worked together to create an online community forum,cannot overlook., that connects users of alternative banking products, giving them a platform to share relevantWhile there are similarities that unify both the African news, tips and financial resources.American and Hispanic consumer markets, there are alsodifferences. Education, employment and media continue Beyond sheer population growth and cultural influence,to be areas where these groups are markedly different. marketing inclusively to the largest minority groups inFor example, the U.S. Census shows that more African- America is the only way to move our global communityAmericans have received a high school diploma, yet toward a more inclusive future. Today’s communicator mustHispanic families are earning more and have more disposal understand the unifying trends and the key differencesincome. Additionally, the Hispanic media landscape is between multicultural audiences to effectively help clientssubstantially larger than the African-American media speak to them in a way that matters most.landscape, as Spanish-language television programminghas seen tremendous growth in recent years.The influence that multicultural audiences exert in nearlyevery aspect of American life is something companies andgeneral market consumers cannot overlook. 13
  14. 14. Media News: Bilingual & Bicultural Upfronts 2011 for Brands What it Means Language is a tremendously powerful component of our cultural construct, one that alongside other key cultural markers plays a crucial role in defining our collective identity. So it’s no surprise that when it comes to communicating to These preferences clearly paint a picture of bilingual, the U.S. Hispanic market, many brands still hold on to the bicultural U.S. Hispanics that are consuming media in belief that by virtue of simply being in Spanish, a campaign both languages, and broadcasters have certainly picked will automatically resonate with the U.S. Hispanic audience up on this. The Máximo Report recently revealed that and achieve the intended communications goals. nearly 50% of New Generation Latinos (a term commonly used to define young, first generation Hispanics) seek more But what is really going on among the U.S. Hispanic market bilingual/bicultural programming and over 30% look for in terms of language preference when consuming media? ‘mainstream’ English-only content. Hispanics hunger for more bilingual, bicultural programming, specifically content The latest U.S. Census data showed beyond a shadow where “they are the star,” “their lives, entertainment interests of a doubt that U.S. Hispanics are a consumer force to and issues are authentically represented,” and “their be reckoned with: more than 50 million strong and with American and Latino sides meet.” a spending power estimated at $1.2 trillion for 2011. Undoubtedly a figure every brand should clearly have We are currently witnessing the birth and evolution of a new top-of-mind. What’s not yet too clear for many brands is bilingual television format taking hold. New (and relatively how to invest their media buying and marketing dollars to new) channels like MTV Tr3s, Mun2 and NuVo cater to the effectively reach U.S. Hispanics. Are brands missing their bilingual, bicultural Hispanic and they do so in both English mark with Spanish-only campaigns? and Spanish. Is this indicative of the demise of the “old guard” all-Spanish Univision and Telemundo networks? To answer this we need to examine current media Not in the least, these networks continue to increase their consumption preferences. According to research firm ratings with spectacular results, often displacing general Mintel International’s 2011 Hispanic Media Consumption market networks, particularly in the novelas and sports report, 75% of Hispanics regularly watch English-language segments. In the third quarter of 2010 Univision had the television programs. At the same time, 61% of Hispanics second highest age 18-34 ratings of all broadcast networks. regularly watch Spanish-language television. Consumption of print and online media is more segmented (reflective of So what does this means for brands? For brands with the differences between Hispanics who speak the language vision and a deep understanding of the U.S. Hispanic versus read the language); and, according to a recent culture, the U.S. Hispanic media consumption patterns we Ipsos U.S. Hispanic Omnibus Study, Hispanics’ radio are witnessing today translate into a wealth of opportunity. preferences are almost evenly split, with 49% listening to As marketers continue their journey to understand the English radio and 45% listening to Spanish language radio. market they must deepen their knowledge on how Hispanics express their “Latinicity” beyond language, and understand their unique habits and interests.14
  15. 15. Nearly50%of New Generation Latinos seek morebilingual/bicultural programming. 15
  16. 16. According to the 2010 U.S. Census, there are almost 32 Million Mexican-origin Hispanics in the U.S. that account for 10.3% of the entire U.S. population.16
  17. 17. Reaching Mexicans in theU.S.—The Facts Behind itMarketing to Mexicans who live in the U.S. is not easy, especially if you havethe mindset of a Mexican company whose operations have not crossed thenorthern border. There are significant differences between the ways brandstarget Mexicans who reside here (U.S.), as opposed to the strategies that areused to target Mexicans who live in their native country.MOTIVATIONS develop an effective targeted campaign, it is imperativeAccording to the 2010 U.S. Census, there are almost 32 for companies to consider the age of the audience. Yet,million Mexican-origin Hispanics in the U.S. that account companies should always keep in mind that in addition tofor 10.3% of the entire U.S. population and 65.5% of the the language, cultural relevance plays a major role.U.S. Hispanic market. The main reason Mexicans immigrateto the U.S. can be described with two words: American On the contrary, according to Mexico’s Secretary ofDream. Even though, immigrants arrive here with the desire Public Education, in Mexico only two out of 100 peopleof attaining financial security, only 23% of Hispanics feel speak English.that they have already achieved the American Dream, asreported in the 2010 MetLife Study of the American Dream. MEDIAThe economic downturn has also had an impact in Mexico A survey by the National Opinion Research Center inand, thus, job security is also a priority. However, Mexican 2010, found that Hispanics are heavy users of electronicimmigrants are more strongly motivated by employment media and light users of print media. Moreover, theneeds, compared to those who live in Mexico, since their Simmons study shows that 87% of Mexican Hispanicsmain goal is to succeed in this nation and secure a better spent some time watching TV each week and 77%life for their families. listening to the radio. In contrast, newspaper and magazine usage numbers are significantly lower,LANGUAGE accounting for 51% and 57%, respectively.The different acculturation and language levels of MexicanHispanics in the U.S. represent an important challenge A similar trend is seen in Mexico, however, numbers fromfor marketers. The 2011 Simmons study shows that 19% a 2009 eMarketer report show that there were moreof Mexican Hispanics prefer to speak only English, 23% people in Mexico who used TV (98.2%) and a smallerprefer only Spanish and 55% prefer to speak both with proportion of people (58.4%) who listened to the radio.predominance either for English or Spanish. Since using In terms of print media, there were fewer people who readthe right language is one of the key factors needed to newspapers (33.2%) and magazines (36.4%) in Mexico. 17
  18. 18. The 2010 Latinos and Digital Technology study by Pew Hispanic Center reports that 69% of U.S. Hispanics are Internet users with at-home broadband access. There is also a big difference between paid TV viewership in Mexico have broadband access. By comparing these numbers among Mexican Hispanics and Mexicans. numbers, you can assume that there are more chances for According to Simmons, 57% of Mexican Hispanics are brands in the U.S. to reach a larger portion of the audience cable subscribers and 42% are Satellite subscribers, which of Mexican Americans through online strategies, than for means that they are also exposed to a great variety of brands in Mexico to reach Mexican consumers. Hispanic and non-Hispanic channels and advertisements. In contrast, in Mexico, only 11% of the households are cable Social networks are also widely used among Hispanics in subscribers meaning they are largely watching programming the U.S., particularly Facebook, which accounts for 13.5 from one of the two leading Mexican TV networks. million U.S. Hispanics users that represent a 70% online penetration. Latino Facebook users in the U.S. grew There are 13.5 million 167% and Twitter only 22% in the past year, as reported by comScore. U.S. Hispanics on MOBILE MARKETING Facebook, a growth of The 2011 Simmons study reports that 87% of U.S. 167% in the past year. Mexicans own a cell phone and that 14% use their phone to access the Internet. According to Nielsen, smartphone penetration among U.S. Hispanics is high and 45% of ONLINE MARKETING Hispanic mobile users have a smartphone. Moreover, According to the latest Simmons study, in the U.S., 59% 56% of Hispanics who recently bought cell phones of Mexican-origin Hispanics are online users with Internet chose smartphones. access at home. In Mexico, there are 40.4 million Internet users that accounts for only 35.5% of the population, as In Mexico there are 59.1 million (52%) mobile phone users, reported by eMarketer. Moreover, only 31.2% of households according to eMarketer. A study developed by IAB Mexico18
  19. 19. and Televisa Interactive found that the use of smartphones 20,000 organizations but only 6,000 are authorized to issueincreased from 10% to 14%, and the smartphone users tax-deductible receipts and, therefore, can give donations.who use it to connect to the Internet increased from 7% to However, in April 2010 a study developed by Letsheal.org14%. Even though mobile phone penetration is high, the revealed that in the 16 highest-ranked countries in termsuse of more advanced smartphones in Mexico is still lagging of GDP, including Mexico, consumers prefer brands thatcompared to use of smartphones among U.S. Hispanics. implement strategies of social responsibility.NON-TRADITIONAL ADVERTISING AND MARKETINGAccording to the SFN World Digital Media Trends report, Companies shouldn’tin 2012 traditional advertising and marketing in the U.S.will decrease from 41% to 32% and from 46% to 42%, ignore that one third of U.S.respectively. On the contrary, the share of alternative, Hispanics almost alwaysinteractive channels will increase from 13% to 27%.Experiential and guerrilla marketing, for instance, have choose brands if they comebecome important components of Hispanic marketingcampaigns. Mexican-origin Hispanics are now exposed from companies that supportto non-traditional marketing programs that include word causes they believe in.of mouth tactics, pop up events, concerts, flash mobs,urban video projections, giant 3D items and interactivemobile billboards. Due to the slowly growing domestic market in Mexico, many companies have reached market saturation and are lookingYet these trends are not seen in Mexico, where massive at expanding into the United States. The increasing spendingadvertising has been king. It’s interesting to note that in power of Mexican-origin Hispanics makes them an appealing2009, traditional advertising in Mexico accounted for 50% target and, obviously, more Mexican companies are eager toof the total share, a percentage that is even higher than get a piece of this huge $616 billion pie.the share this category accounted for in the U.S. in 2002! According to the latest statistics from the U.S. DepartmentCORPORATE SOCIAL RESPONSIBILITY PROGRAMS of Commerce, new investment in the U.S. by MexicanAlmost three-fourths of organizations report engaging in companies increased from $3.6 billion in 2005 to almostsustainable workplace or business practices, according $8 billion in 2008. Mexican companies like Lala, Bimbo,to a study conducted by the Society for Human Resource Gruma, Corona, Cemex and Famsa have successfullyManagement (SHRM.) Another recent study conducted entered the U.S. market by inspiring trust among Mexican-by Weber Shandwick in partnership with KRC Research, Americans and making them feel at home. In the future,revealed that the main reason U.S. corporations undertake we can expect more Mexican companies to follow thisin these activities is to have an impact on critical issues. trend and take full advantage of their brand recognitionMoreover, companies shouldn’t ignore that one third of among Mexican immigrants and move into the U.S. ThisU.S. Hispanics almost always choose brands if they strength, along with the development of targeted marketingcome from companies that support causes they believe campaigns based on culture, language and lifestyle,in, according to results from the Yankelovich MONITOR represents invaluable opportunities for newcomers.Multicultural Study 2010.Although CSR is a key component in U.S. companies’strategic plans, in Mexico this is not the case. Accordingto CEMEFI, the organization that promotes philanthropyand corporate social responsibility in Mexico, there are 19
  20. 20. Media News: Media News: Upfronts 2011 Upfronts 2011 Recently, broadcast networks unveiled their upcoming 2011-2012 programming. What’s the biggest news coming from the Hispanic upfronts? Univision’s launch of three new networks — 24/7, TLNovelas and Univision Deportes. OTHER PROGRAMMING HIGHLIGHTS: U.S.-based dramas are the new programming trend and includes Telefutura’s MIA and La Mariposa, Telemundo’s Fisico o Quimica and Mun2’s RPM2 Telenovelas that will very soon be getting record audience ratings include Univision’s Dos Hogares and Talisman and Telemundo’s Amor de Película and Una Maid en Manhattan New series to watch include Galavision’s Kdabra and Telefutura’s El Capo and La Mariposa Reality shows to catch include Univision’s Sí Se Puede, Galavision’s Prime Gourmet — El Reto, Mun2’s El Mas Ching*n and Tr3s’ Quiero Mi Baby Nights will be more fun with Telefutura’s Noche de Perros and Telemundo’s two-hour variety show with Cristina Saralegui (the Hispanic Oprah) In sports, Telemundo announced a partnership with the NFL and will air the Summer Olympics and Fox Sports will continue to air its new original shows — Crónica, Crónica + and Sin Códigos Awards season got more exciting with Univision’s Premios Univision and Telemundo’s multi-year agreement to air the Billboard Latin Music Awards and the new Premios Billboard de la Música Regional Mexicana The biggest news in the Hispanic upfront? Univision’s launch of three new networks — 24/7, TLNovelas and Univision Deportes.20
  21. 21. Search and Social Woot! HawaiiCan’t-Miss September 26-29, 2011 Kauai Marriott ResortSocial Media Kauai, Hawaii The Search and Social Hawaii Conference& Digital brings together highly recognized industry experts to debate and provide in-depth discussions on search marketing and socialConferences media marketing. The conference offers great network opportunities and strategies to compete with the ever-changing industry. Media Summit Pop! TechSeptember 14, 2011 October 19-22, 2011Harrisburg University of Science Camden Opera Houseand Technology Camden, MEHarrisburg, PA Pop!Tech is one of the world’s bestThe 2011 Social Media Summit presents leadership conferences offering great networkrespectable specialists in politics, parenting, opportunities, demos of advanced technologies,entrepreneurship, training and education, the best artistic performances, and innovativeworld affairs, and the local news to accurately ideas. Attendees learn about current issues,examine the impact of social networks beyond trends and technologies that impact the futuremarketing and brand building. Every year, the of businesses, economy, society and world.summit is attended by parents, journalists, poptech.orgcorporate leaders, advocates, non-profit groups,military personnel, HR directors and managers, Social Media World Forum –business owners, and college students. North November 1-2, 2011 The Jacob K. Javits ConventionDigital Hollywood Fall Center of New YorkOctober 17-20, 2011 New York, NYThe Ritz Carlton The Social Media World Forum is one of theMarina del Rey, CA leading key events in its field. The forum providesDigital Hollywood is one of the nation’s engaging workshops and social media debatespremier entertainment and technology by respectable industry experts. Public relationsconferences. Over 15,000 top executives specialists, marketers, corporate leaders andin the film, television, music, home video, others attend the forum to learn about the latestcable, telecommunications and computer tools, technologies, platforms, and emergingindustries attend each year. trends within social media 21
  22. 22. Month Day Year of birthome, orre elsemost NOTE: Please answer BOTH Questions 7 and 8.— 7. Is Person 1 Spanish/Hispanic/Latino? Mark the "No" box if not Spanish /Hispanic /Latino. No, not Spanish / Hispanic / Latino Yes, Puerto Rican a Yes, Mexican, Mexican Am., Chicano Yes, Cuban and Yes, other Spanish / Hispanic / Latino — Print group. 8. What is Person 1’s race? Mark one or more races to indicate what this person considers himself/herself to be. eachmobilepeople TheWhite African Am., or Negro Infamous Question #7 Black, his American Indian or Alaska “You are not Spanish/Hispanic/Latino! Native -No, Print name of in Argentina but our culture tribe. — I wasn’t! I was born enrolled or principale is no You have Ukrainian, Polish, Romanian doesn’t have anything to do with the Latin culture! staying and Swedish blood pumping through -Really? -Oh, come on, Sebastián. You can’t be serious.n 1. your veins! And let’s not forget that I will never, ever consider myself Latino. You know why? Because whenever you write that you are Latino, a red you are half Jewish,” light goes off in people’s minds and they immediatelylow. Asian Indian Japanese Martín scoffed at Sebastián one cold and rainy night while Native Hawaiian start thinking that you’re Mexican. -I can’t believe you are saying that in this day and Chinese Korean they were having dinner at an overhyped, overpriced Tapas bar in Los Angeles. Guamanian or Chamorro age people still lump all Latinos together and assume we are all Mexicans. Filipino Vietnamese “You are Argentine, and as far as I know, the fact that you were born in Argentina does not make you Latino. Samoan -I can’t believe you consider yourself Latino. -Oh, yes. And I quite like being part of the fastest Other Asian — Print race. Look at your skin, for heaven’s sake. You are white. You are Caucasian! Why on Earth would you tell the government you Other Pacific Islander — Print race. growing minority in America. -Why? Why do you like it? are Latino? ” Martín added. MI -Question number 7. -Because I like who I am. I like my background, my culture and my values. And I’m certainly captivated by this -Was that the number of the question on the exciting, multicultural movement. That’s the truth. And let’s Census Form? be honest. The only thing “Caucasian” you have going is -I’m sorry to ask you this, but do you know what your infatuation with Vodka, or as a real Caucasian would Caucasian means? Some other race — Print race. -Of course! White people. All the white people here say it, “Wodka.” -So, you’re saying that I’m Latino? in the U.S. call themselves Caucasian, don’t they? -Yes. Loud and clear. -That is not technically correct. The term Caucasian -Wow. Let me think about that and I’ll get back to you. only applies to someone originating from the Caucasus -Take your time, man. region – Russia, Armenia, Georgia or Azerbaijan are Caucasian countries. I was not born there, nor do I It took Martín ten months to talk to his half-brother again. But have any blood ties with them. I was born in Argentina, the night of their reunion, Sebastián heard Martín tell some If more people live here, continue with Person 2. a Latin American country, and I was raised in Latino Culture. So were you!!!! hot Armenian girls that were sitting across their table, that both he and Sebastián were the new Latin lovers in town. 22
  23. 23. CONTACTArmando AzarlozaPresidentAxis8687 Melrose Ave., 9th Fl.Los Angeles, CA 23
  24. 24. Los Angeles New York Miami Chicago Dallas Austin www.theaxisagency.com24