Hispanic radio can sell groceries, cell phones, cars, and furniture, but can it sell itself? The radio industry as a whole often complains that agencies are out of touch — that ad execs in New York or L.A. don’t “get” radio’s impact on real consumers.
Is this true, or does radio fail to make the most important first sale, selling itself to the agency? What do agencies and their buyers want to hear about your station, your digital, and your listeners? Hispanic radio delivers a young, connected, and growing population. How can you leverage this into successful, long-term client relationships?
At the Hispanic Radio Conference, top advertising executives will offer their insight in a panel discussion: View From the Top: Hispanic Advertising Agency Forecast. They have answers to your questions on how to woo, win, and keep agencies and clients. This could help set your revenue expectations for this year and next.
Jason Bailey is the founder and CEO of Sun Broadcast Group, Inc., a national radio sales and syndication company, recently named one of the fastest-growing companies in America by Inc. Magazine. Bailey has been at the forefront of innovation in the national radio space for more than 20 years and has championed new products designed to reshape how radio is programmed, measured, bought, and consumed. The most notable is the recently launched Shazam for Radio, a first-of-its-kind platform allowing broadcasters to create live, interactive mobile content directly from their terrestrial radio broadcasts.
Ana Crandell is group account director for OMD Multicultural. Born and raised in Bolivia, she moved to the United States at the age of 16. She started her advertising career at Lopez Negrete Communications, a full-service U.S. Hispanic agency in Houston. While there, Crandell played an integral role in winning the Walmart U.S. Hispanic business. She then moved to Miami to join the media department of Alma DDB, where she managed the U.S. Hispanic efforts for a broad roster of clients including McDonald’s, State Farm, and Royal Caribbean Cruise Lines. Crandell played an integral role in the creation of OMD Multicultural, launched in 2004. As the Midwest and East regional lead, she has increased the region’s multicultural acumen by infusing a “total market” approach into the overall practice, and developed proprietary studies such as “#miComunidad” — designed to better understand the role social media plays within U.S. Hispanic’s shopping, buying, and post-retail experience.
Isabella Sánchez is Zubi Advertising’s vice president of media integration. She has over 20 years of Hispanic media experience with many of the largest advertisers in the U.S. Hispanic market. At Zubi, she oversees all integrated media for American Airlines, Chase, Ford Motor Co., California Ford Dealers Association, Olive Garden, and Sunny Delight. Before Zubi, Sánchez was VP and managing director of Tapestry, a division of Starcom MediaVest Group. Previously, she served as vice president and director of media services for the Bravo Group, part of the WPP family. Sánchez currently serves as chairperson of the Association of Hispanic Advertising Agencies Media Committee. In 2003, she was honored as the AHAA and HispanicAd.com Media Planning Executive of the Year.