Time Warner Cable Case Study

CREATING MARKET DOMINANCE — THE TARGET MULTICULTURAL AOR — 20 YEARS OF SUCCESS — BICULTURAL INSIGHTS — REAL ROI — TRANSCULTURATION™ —

Time Warner Cable

HOW TO BUILD A BRAND, TURN CULTURAL PASSIONS INTO BRAND CAPITAL, AND BREAK RECORDS.

Led Hispanic strategy across segmentation, analytics, CRM, channels, GM and local integration. A Mi Manera / Life My Way brand platform fused storytelling, influencer education + DR, social, community, PR, passion-point experiences, and targeted tactics.

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Spectrum

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Empower people to live to the fullest

RECORD MCM ONLINE SALES | 200M+ VIEWS | 35+ AWARDS | A challenger brand in a highly competitive volatile category with old cable legacy baggage and low brand trust, exacerbated by late entry into streaming and mobile, various mergers, and under-developed among multiculturals, not fully addressed until 2016.

Encourage people to pause and share moments of joy

McDonald's

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Encourage people to pause and share moments of joy

TOP MCM SALES PERFORMANCE | MULTIPLE BEST BET AWARDS | A Multicultural marketing pioneer and category leader in a highly competitive, saturated price-driven category, targeted by competitors and press, the latter on quality and health. Staying #1 across 20 co-ops is hard when Multicultural consumers are heavily targeted with options.

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