Posted by Elena del Valle on December 10, 2007
Cristina Benitez, author, Latinization
Photo: Cristina Benitez
A podcast featuring an interview with Cristina Benitez, author, Latinization: How Latino Culture is Transforming the U.S., is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, she discusses her book with Elena del Valle, host of the HispanicMPR.com podcast.
Cristina is the founder of Lazos Latinos, a Chicago branding and advertising company specializing in Hispanic markets. Prior to founding her company in 1998, she was senior vice president, Ethnic Marketing, DraftWorldwide. Before that she was vice president at FOVA, Grey Advertising’s Hispanic marketing group. Her experience includes teaching secondary and college students Spanish for eight years. She is a board member of the Gateway Foundation, The Chicago Public Library, and The Hispanic Alliance for Career Enhancement and Luna Negra Dance.
In her recently released 128-page book, Latinization: How Latino Culture is Transforming the U.S. Cristina, a second generation Latina, relied on 20 years of Hispanic marketing experience and the input of 20 leaders.
Click here to purchase Latinization
In the book, she also included quotes and the insights of 14 men and six women in the arts and sciences, many from the Chicago area, in her efforts to define the influence of Hispanics on American culture. The leaders Cristina consulted include Hispanics and non Hispanics; entrepreneurs, authors, artists, performers, managers and the first woman to walk in space.
To listen to the interview, scroll down until you see the “Podcast” on the right hand side, then select “HMPR Cristina Benitez” click on the play button below or download it to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the December 2007 section of the podcast archive.
“Beyond the 30 Second Spot” audio recording
Listen to a 105-minute discussion
Panelists Ivan Cevallos, Hunter Heller, Kitty Kolding and Cynthia Nelson
Our panel of national experts discuss
• Challenges of measuring the impact of the 30-second ad spot
• Innovative tools are useful to reach Latinos
• Changes in marketing to Hispanics
• On which market segment are the changes most relevant
• Effects of technology and time shift on consumer behavior
• Role of multi-screens
• Getting started
• Tips for marketing professionals