J. Walter Thompson Company Hosts Advertising Week Panel Tackling the Misrepresentation of the Latino Market

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Panelists include veterans and experts in radio, entertainment and advertising.

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The panel, named after the label CNN recently ascribed to the powerful political mobilization of the Latino community, tasks panelists with expanding existing conversations about Latinos in media.

On Tuesday, September 29 at 4:00pm on the TimesCenter stage, J. Walter Thompson Company will host “Latino Spring,” a provocative and honest conversation about the misrepresentation of American Latinos in media.

Moderating the panel is Frances Negrón-Muntaner, award-winning filmmaker, producer, director, author of "The Latino Media Gap" and Columbia University’s Director of the Center for the Study of Ethnicity and Race, and the Media and Idea Lab. Joining Negrón-Muntaner is a group of esteemed panelists from across the advertising, television and radio industries, who will offer attendees a 360-degree perspective on the issue:

  • Lynda Lopez – WCBS 880 Newsradio Anchor and Emmy award-winning news anchor and reporter
  • Roberto Marques – North America EVP and President of Mondelēz International
  • Gustavo Martinez – Worldwide Chairman and CEO, J. Walter Thompson Company
  • Jeff Valdez – President, Valdez Productions, pioneer of Latino programming in English on American television and one of Ad Age’s “Top 50 Marketers in America"

The panel, named after the label CNN recently ascribed to the powerful political mobilization of the Latino community, tasks panelists with expanding existing conversations about Latinos in media. Panelists will discuss the decades-old stereotypes of Latinos perpetuated by the media, and assess how the media, brands and consumers play a part in shifting or rigidifying these misrepresentations.

In 2013, the Hispanic population in the U.S. surpassed 54 million, and by 2060, the group is projected to make up approximately 28.6% of the U.S. population. According to The Nielsen Company’s “The Multicultural Edge: Rising Super Consumer,” Latinos will hold $1.7 trillion in purchasing power by 2019, and currently have 56.5 years of effective buying power, edging out all other racial and ethnic groups by at least 19.8 years.

Despite the obvious power of this burgeoning demographic, Latinos continue to struggle against limited representation in media. “The Latino Media Gap,” a study by the panel’s moderator Negrón-Muntaner found that Latinos continue to be portrayed primarily as criminals, law enforcers and cheap labor, and the rate of media participation of Latinos both behind and in front of the camera has remained virtually stagnant and disproportionately low.

The panel comes on the heels of the recent media firestorm caused by the anti-Mexican and anti-Latino comments made during the U.S. presidential race.

J. Walter Thompson Company Presents: Latino Spring
Location: TimesCenter Stage
Date: Tuesday, September 29, 2015
Time: 4:00 pm – 4:45 pm
Link: http://bit.ly/1MsWtlk

ABOUT J. WALTER THOMPSON COMPANY
J. Walter Thompson Company was founded in 1864 and has been making pioneering solutions that build enduring brands and business for more than 150 years. Today under the leadership of Global CEO Gustavo Martinez, the company has evolved to include several global networks including J. Walter Thompson Worldwide, Mirum and Colloquial.

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Erin Johnson
J. Walter Thompson Company
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