The New Generation Latino Consortium, the only organization dedicated to educating and informing the business and entertainment worlds about the importance of the New Generation Latino (NGL) market, has announced the Los Angeles installment of its #TotalMarketTrends14 Conference in partnership with HispanicAd.  Once again NGLC/LA will feature a totally new line-up of speakers along with new dynamic formats and special celebrity guests which have included the likes of George Lopez, John Leguizamo, Rosie Perez, Mario Lopez, Oscar De La Hoya and Soledad O’Brien to name just a few.  The event will take place in Los Angeles on Tuesday, June 3rd at the luxurious SLS Beverly Hills Hotel.


To view a video recap of past NGLC events CLICK HERE!

To view pictures of last year’s LA event CLICK HERE!

Meet Some Of Our Panelists… 

Melissa Giles – Founder/Director, The Soulfrito Collective

Lee Vann – CEO & Founder, Captura Group


Agency Executive Sit-Down

Kicking-off this year’s NGLC #TotalMarketTrends14 event is an impressive line-up of executives from some of the top shops in the U.S. specialized in “Total Market” communications.  Hear from our diverse panel whose backgrounds span from strategy to branded content and beyond, as they discuss the New Generation Latino audience and its impact on the “Total Market.”  The Agency Executive Sit-Down will lay the foundation for the rest of the conference that will be exploring NGL’s influence on the “Total Market” across media, marketing and entertainment.

Romina Bongiovanni – Managing Director, Pinta

Holly McGavock – Head Of Planning, Wing

Ken Muench – Founder & Chief Strategy Officer, Collider Agency

Rudy Lopez Negrete – Head of Music & Content, Lopez Negrete

Jasper Nelissen – VP & GM, Conill Miami

Moderator:  Jeff Valdez – President, Valdez Productions


Celeb Sit-Down

The NGLC is pleased to present a special in-depth conversation with a celebrity guest (to be announced shortly), moderated by ABC Television Group’s, Ricardo Martinez.

Celebrity Guest – To Be Announced Shortly

Moderator:  Ricardo Martinez – Sr. Producer of Creative Production, Disney ABC Television Group Digital Media Studio


Total Market Research

Carlos Santiago – President & Chief Strategist, Santiago Solutions Group


Digital Panel

New media has yielded a younger, savvier and more technically minded audience.  This is particularly true of New Generation Latinos who are the driving force behind Digital media growth across the “Total Market.”  This exciting panel will explore what it takes to be a relevant “Total Market” Latino Digital player featuring some of the most innovative executives in the marketplace.

Natalia Borges – VP of Marketing, Batanga Media

Charlie Echeverry – Founder & President, CEA Group

Laura Gomez – Founder, Digital Playbook

Ben Leff – COO, NGL Media

Maria Lopez-Knowles – CMO, Pulpo Media

Liz Sarachek– CRO, Terra Networks USA

Moderator:  Ken Deutsch – Media Director, Sensis


Music Event Panel

The importance of connecting with NGLs through music events cannot be understated. Advertisers are hugely invested in the space, and constantly looking for new ways to attract this coveted demographic through innovative and organic marketing tactics. Hear from top industry music event executives whose diverse experiences will provide a well-rounded point of view about what has worked best when engaging the highly fragmented NGL audience through music.

Melissa Giles – Founder/Director, The Soulfrito Collective

Angie Martinez Esq. – Executive Producer, MeccaLani/Universal

Kevin “Pills” Montano – President & Founder, Latin Mixx Conference & Awards

Joshua Patrón – Executive Creative Director, CMN

Frank Valencia – Partner, Uno Agency

Moderator:   Becky Arreaga – President / Partner, Mercury Mambo


Total Market Research

Jose Villa – Founder & President, Sensis

Presenting excerpts from the ‘Hispanic Millennial Project’


TV & Video Panel

Hear firsthand insights from top TV and Entertainment executives whose backgrounds span the Latino and General markets.  This panel will explore different strategies utilized to reach and engage “Total Market” Latino video content viewers across platforms. Moderated by Daisy Auger-Dominguez from Disney ABC Television Group, this diverse panel of executives will share their knowledge and strategies of how best to navigate the complex world of TV and Video to crack the code of delivering culturally relevant content to connect beyond Spanish-language.

Juan Alfonso – VP of Drama Development, ABC Studios

Rodrigo Mazón– Director of Content Acquisition, Hulu

Alicia Menendez – Anchor, Alicia Menendez Tonight, Fusion

Christopher Mack – VP, Television Workshop, Warner Bros.

Eric Rovner – Agent, Television Department, WME

Moderator:    Daisy Auger-Dominguez – VP, Talent Acquisition and Organization Workforce Diversity, Disney ABC Television Group


Marketing Panel

As more Fortune 500 companies begin to segment their marketing plans to include New Generation Latinos, important key learnings about how best to target and communicate with the audience are surfacing.  We’ll hear from some of the top advertisers who are actively marketing to NGLs as part of their “Total Market” strategy and what successful tactics they’ve implemented in addition to the hurdles they’ve faced.

Javier Farfan – Head Of Music, Entertainment & Culture, PepsiCo

Gustavo Alvarado – Sr. Marketing Manager, XBox Global Microsoft

Patricia Vasconcelos – Multicultural Marketing Manager, Moet Hennessy USA

Moderator:  Lee Vann – CEO, Captura Group

More Speakers To Be Announced Shortly!


Total Market Research

Stacy Smith – PhD & Associate Professor, USC Annenberg School For Communication & Journalism


Celebrity Sit-Down – Hollywood Latinas:  The Next Generation

Gina Rodriguez – Actor

Genesis Rodriguez – Actor

Moderator:    Ivette Rodriguez – Founder, American Entertainment Marketing


NGLC #TotalMarketTrends14

Tuesday, June 3, 2014

SLS Beverly Hills Hotel – 465 S. La Cienega Blvd., Los Angeles, CA

8:00am – 9:00am                  Registration & Breakfast

9:00am – 9:15am                   Welcome Remarks

9:20am – 10:05am                 Agency Executive Sit-Down

10:10am – 10:55am               Celeb Sit-Down

10:55am – 11:15am               Coffee Break

11:15am – 11:30am               Total Market Research

11:35am – 12:20pm               Digital Panel

12:20pm – 12:30pm               NGL Case Study:  Terra

12:30pm – 1:15pm                  Music Event Panel

1:15pm – 2:05pm                    Luncheon

2:10pm – 2:25pm                    Total Market Research

2:25pm – 3:10pm                    TV & Video Panel

3:10pm – 3:20pm                    NGL Case Study:  Batanga Media

3:20pm – 4:05pm                   Marketing Panel

4:05pm – 4:25pm                    Coffee Break

4:25pm – 4:40pm                    Total Market Research

4:40pm – 5:30pm                    Celeb Sit-Down (Hollywood Latinas:  The New Generation)

5:30pm – 6:30pm                     Cocktail Networking Reception


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