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Opening General Session
Keynote: The Evolution of Audience – Leveraging Fragmentation and Diversity to Differentiate Your Brand

SPEAKERS

Jessica Rodriguez
Kathy Baird
26 Apr 2017
9:00 am - 9:50 am
The Stage

SESSION DESCRIPTION

The Evolution of Audience – Leveraging Fragmentation and Diversity to Differentiate Your Brand

A Fireside Chat with Jessica Rodriguez, moderated by Kathy Baird

Are you ready to take your audience beyond preference to passion? Delivering on the passion points of a community means knowing what they care about most and the many different ways they come in and out of the brand. For Univision, deep understanding of the complexities of its diverse and growing audience has powered organizational transformation and extraordinary brand success.

Jessica Rodriguez, Executive Vice President and Chief Marketing Officer at Univision Communications Inc., will explain her organization’s pivot to deliver on passion points and broaden their offerings. In this fireside chat moderated by Ogilvy’s Managing Director of Content and Social Kathy Baird, Jessica will discuss how the brand embraces and leverages fragmentation. And she’ll reveal the role Univision influencers play in building authentic advantage.