Detailed Agenda

Register Before Sept. 1st & Stay at the Mandarin for only $149 a night Day One: Wednesday, October 28, 2009
9:00 am to 8:00 pm		Registration
		Registration opens at the fifth floor near the ballrooms. Participants receive a welcome show-bag with a binder containing the presentation slides and other valuable materials
9:00 am to 10:00 am		Breakfast for workshop attendees
10:00 am to 12:00 pm	BIO	Pre-Conference Workshop:
		Introduction to the Geoscape® Intelligence System (GIS)
		Find out what hundreds of companies have discovered--deep multicultural consumer, business and media data, analysis and visualization tools via a user-friendly web browser platform. Navigate through a plethora of insights that lead to specific actions. Recommended for non-subscribers to the GIS, however existing subscribers may see it as a "refresher course". This workshop is free to Summit participants, however space is limited so advanced registration is required.
		Presenter: Ana Eberhard, Vice Presidnt, Client Solutions; Geoscape. Hong Kong Room
12:00 to 1:00 pm		Lunch for Workshop Participants
1:00 to 4:00 pm	BIO	Pre-Conference Workshop:
		Advanced uses of the Geoscape® Intelligence System (GIS)
		This session picks up where the introduction leaves off and is open to current subscribers and attendees of the introduction workshop. Learn how to address specific challenges within Retail, Direct and Media within industry-specific applications in insurance, telecommunications and consumer packaged goods. This workshop is free to Summit participants, however space is limited to advanced registration is required.
		Presenter: David Mesas, GIS Sales Unit Leader; Geoscape. Hong Kong Room
4:00 to 4:45 pm	BIO	Pre-Conference Workshop: Mediamark Research & Intelligence (MRI) Mediamark Research and Intelligence is a unique and multi-dimensional information resource covering hundreds of products and media platforms. Find out how to harness the power of MRI through ubiquitous point and click internet access. Jeanine Taylor, Vice President, Data Partnerships; Mediamark Research & Intelligence Hong Kong Room
6:00 to 8:00 pm		Welcome Reception
		Arrive early into Miami so that you can get settled into your room, register to the conference and enjoy an informal evening reception where you can meet new and old friends and colleagues. The reception, hors d'oeuvres and live entertainment begin at 6:00 p.m.

Day Two: Thursday, October 29, 2009
7:30 to 8:30 am		Continental Breakfast
		Wake up, smell the café then prime your system for the day's activities.
8:30 to 9:30 am	BIO	The Multicultural Market Landscape: 2010/2015
		The business and socioeconomic landscape is evolving rapidly. It is important to look at both the big picture with national and metropolitan area views and equally important to know that your resources are deployed accurately at a micro-neighborhood level to execute advertising, retail and direct marketing initiatives. This session will feature an overview of Geoscape's own American Marketscape DataStream™: 2009 Series which provides unprecedented depth of coverage and accuracy for multicultural markets. The basic methodological framework will be illustrated along with a visual summary of key facts and figures--covering historical and upcoming population, housing and lifestyle characteristics. A full-color document containing a graphical and tabular summary and interpretation of these data will be distributed at the conference--this will prove valuable as a reference tool for ongoing planning and execution of marketing, media and distribution endeavors.
		Presenter and Moderator for Day Two: César M Melgoza, Managing Partner & CEO; Geoscape.
9:30 to 10:15 am	BIO	Latinos in the New Economy: Como han cambiado las cosas
		Highly acclaimed for her TV production works for and stellar career in media, Nely will provide her point of view on the development of Latino culture in the U.S. and her vision for what we should expect over the coming years.
		Last Year's Presenter: Nely Galan, President & CEO - Galan Entertainment; TV Celebrity; Former President of Entertainment - Telemundo; Acclaimed Author This Year's Presenter: TBA
10:15 to 10:30 am		Coffee Break
10:30 to 11:15 am	BIO	African America and Beyond: Black and Urban Cultural Influence
		Understand how African Americans have not only grown and prospered as a market but how American culture has been transformed by the influence in music, art, fashion, sports and business. Find out how the "Urban" market segment transcends nationalities into a common lifestyle that can serve as a channel for marketers.
		Presenter: Bob McNeil, President & CEO; IMAGES USA.
11:15 to 12:00 pm	BIO	Asian Americans: Rich Diversity within a Cultural Segment
		Asian Americans form nearly 5% of the population with about 14 million people. The diversity of this population and their above average buying power require that marketers understand how to segment and target Asians of various countries of origin and levels of acculturation. See effective examples of in-language advertising, targeting various Asian segments.
		Last Year's Presenter: Julia Huang, CEO: interTrend Inc. and President: Asian American Advertising Federation (3AF)
12:00 to 1:00 pm		Lunch
		Relax and enjoy a nice meal while networking with people facing similar challenges.
1:00 to 1:45 pm	BIO	The Advantage of Inclusion
		A diverse corporation can open itself to new and growing opportunities. Learn how to engineer the company to capitalize on multicultural growth while serving diverse cultures more effectively.
		Presenter: Dr. Janet B. Reid, CEO; Global Lead Management Consulting.
1:45 to 2:30 pm		Case Study: Telecommunications
		In this era of de-regulation and hyper-competition, telecommunications marketers must utilize a wide variety of market intelligence techniques, data and resources to understand how to operate effectively. Targeting Spanish dominant, relatively unacculturated Hispanics holds great promise for a maturing industry which continues to provide innovative services to consumers and businesses. Find out how Qwest Communications has become a leading provider of telephony and media to acculturating Hispanics.
		Presenter: Cruz Flores, Multi-cultural Mktg Consumer and Small Bus. Mkts.; Qwest Communications.
2:30 to 2:45 pm		Refreshment Break
2:45 to 3:30 pm	BIO	Case Study: Consumer Packaged Goods
		Packaged food products providers require both a clear understanding of their consumers as well as their palates and shopping preferences. As a packaged snack products company, Wrigley has tremendous market share within the U.S. and has recognized the opportunity to leverage these brands among less-acculturated Hispanics living in the U.S. Learn how Wrigley is innovating by serving up its products on shelves frequented by Hispanics.
		Presenter: Juan Carlos Davila, Sr. Director, Multicultural Marketing; Wm. Wrigley Jr. Company.
3:30 to 4:15 pm	BIO BIO	Case Study: Insurance
		This case study will show how American Family Insurance is striking a coveted balance between being culturally relevant with its Hispanic marketing and remaining cohesive with its general market campaigns. Learn how the company is carving out a distinctive voice in one of the most competitive categories in the industry by focusing on intrinsic human insights, developing a strong brand platform and maximizing its impact with 360 integration. Finally, you will see how American Family's focus on core marketing and branding principles is also leading to even greater efficiencies and reach via "reverse transculturation" -- the emerging trend of adapting Hispanic campaigns to be relevant to the general market.
		Presenters: Lisa Bacus, VP of Marketing; American Family Insurance and Jennifer L. Woods, Executive Vice President; The San Jose Group.
4:15 to 5:00 pm	BIO	Case Study: The African American and Urban Consumer Psyche
		How Moet Hennessy sensed lifestyles into mass appeal brands in premium segments. Noel will illustrate how the African American consumers penchant for high end products help transform brands from sleepers to big winners.
		Presenter: Noel Hankin, Sr. VP Multicultural Relations; Moet Hennessy USA
5:00 to 6:00 pm		Yoga Break
		Rejuvenate your mind, body and spirit with a Yoga session led by a Certified Yoga Instructor. Hong Kong Room
6:00 to 9:00 pm		Reception followed by Dinner & Live Entertainment
		Relax, network and enjoy a fine meal with friends and colleagues from diverse industries and backgrounds. The Multicultural spice will be added to the evening's entertainment as well as the best entertainment in Miami is at the summit this night so don't miss it!

Day Three: Friday, October 30, 2009
7:30 to 8:30 am		Continental Breakfast
		Wake up and smell the café and prime your system for the day's activities.
8:30 to 9:00 am	BIO	TransFirmation™: Convert Market Intelligence into Intelligent Marketing then to Business Advantage
		David will illustrate how to build a winning platform through the use of strategic planning, innovative analytics and intelligent marketing then tie that into long-term corporate goals that truly pay-off.
		Presenter and Moderator for Day Three: David Perez, Managing Partner: Geoscape.
9:00 to 9:45 am		Case Study: Utilities
	BIO	In a de-regulated Texas utilities market, effectively targeting Hispanic and other ethnic groups can mean the difference between winning and losing market share. Learn how First Choice Power has deployed state of the art database analytics and marketing to move the needle in Texas.
		Presenter: Andres Reyes, Strategic Alliances and Hispanic Marketing; First Choice Power
9:45 to 10:30 am		Leveraging Business Savvy Across Industries and Companies via a Hispanic Centric Professional Network
		Latino business initatives are complex and require a wide range of skills and talents. Find out how to gain velocity by exchanging critical information amoung peers in major companies.
		Presenter: David Wellisch, Co-Founder & CEO; Latinum Networks.
10:30 to 10:45 am		Coffee Break
10:45 to 12:15 pm	BIO VICTOR PARADA'S BIO BIO	Strategic Media Planning: Optimizing the Media Mix for Target Segments
		The media options are rich, varied and increasingly attractive. Learn about the options available to communicate with segments across the spectrum of audiences. Understand how to determine which of these options best fuel your campaigns in order to achieve branding and demand generation objectives. Find out about the latest tools, data and technologies that enable rapid assembly award-winning action plans.
		Presenters: Jacqueline Hernandez, COO; Telemundo Victor Parada, Vice President, Advertising Sales; Discovery Networks Latin America / U.S. Hispanic Group Karissa Price, Ph. D., Vice President, Growth Initiatives; Lexicon Marketing Corporation
12:15 to 1:15 pm		Lunch
		Relax and enjoy a nice meal while networking with people facing similar challenges.
1:15 to 3:00 pm		Industry Roundtables
		Discuss success and challenges with colleagues by Industry.

3:00 to 4:30 pm		Closing Reception & Happy Hour {Raffle}
		Debrief with the presenters and with your new friends and colleagues while enjoying the weather, refreshing beverages and hors d'oeuvres. Don't miss the closing reception/after party! Ballroom Salon 1

		Blue Chip Sponsor
		Multicultural Summit Produced and Hosted by Geoscape. www.multiculturalmarketingsummit.com