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Guest Speaker

Joe Kutchera

Joe KutcheraLationo Link

All attendees of HABLA will receive a copy of Latino Link

Joe Kutchera is the author of Latino Link: Building brands online with Hispanic communities and content and a leading digital marketing advisor and speaker on reaching multicultural, Hispanic, and Latin American audiences online.

Joe has been featured as a thought-leader on Advertising Age, BBC Mundo, CNN en español, CNNExpansion, Fox News, and the Milwaukee Journal Sentinel. During his nine-year tenure at Time Warner, Joe built the web properties for Warner Bros. Online,, CNNMoney, and CNNExpansion.

During his last two years at the company, Joe started the digital ad sales team for Grupo Editorial Expansion in Mexico City (acquired by Time Inc. in 2005), launching the web sites for CNNExpansion, Quien, and Chilango.

In 2008, Joe moved to ContextWeb where he launched its Spanish-language ad network for U.S. Hispanics and opened its Mexico City office as its Director of Spanish-Language Markets.

You can read Joe’s columns about best practices for reaching Latinos online on MediaPost and Portada. In addition, Joe often speaks in Mexico, Spain and the U.S. about how to develop localized content for Spanish-speakers online. Joe has a BA from Macalester College and an MBA from Fordham University. Joe has served as a board member for the Interactive Advertising Bureau (IAB) Mexico and as a member of the Hispanic Committee for the IAB in the U.S.


Previous HABLA Guest Speakers

2010 – Cristina Benitez

For over two decades, Cristina Benitez developed a wide range of branding and marketing programs that targeted the growing Latino population in the United States. In 1998, she founded Lazos Latinos, a specialty Hispanic, strategic branding and advertising company based in Chicago. Formerly senior vice president of ethnic marketing at DraftWorldwide, Ms. Benitez directed Hispanic direct marketing campaigns for Sprint, AARP, PacifiCare, HFC and Miracle-Ear. While at Draft, she spearheaded Dimensión Draft, the agency’s nationally recognized study on Hispanics and direct marketing. This research was the first of its kind to examine direct opportunities targeting Hispanic consumers.

In 2005, Lazos Latinos added “Latinization” to help Fortune 500 companies understand and develop their Hispanic employees. Cristina’s expertise across all aspects of advertising, her passion for Latino leadership development and her culturally diverse background as a bilingual native of Florida make her an invaluable and highly successful motivational speaker. In 2007 Paramount Market Publishing released her first book, Latinization…How Latino Culture is Transforming the U.S., which was their best selling book of the year. In July 2010 Ms. Benitez was named Director of Latino Studies at DePaul University where she teaches Hispanic marketing. She is also a frequent speaker at national conferences on “Trends in the U.S. Hispanic Market”, “The Latinization of the United States”, and “Harnessing Latino Influence for Employee Development.”

2009 – Felipe Korzenny

Dr. Korzenny joined Florida State University in the Fall of 2003. Until then he was Principal and Co-Founder of Cheskin. At Florida State University he founded and directs the first Center for Hispanic Marketing Communication in the United States. Before merging his company with Cheskin in 1999 he was President and CEO of Hispanic & Asian Marketing Communication Research, the company he founded in 1984 to assist Fortune 500 companies in understanding and communicating effectively with the Hispanic and Asian markets in the US and abroad. Now at FSU he continues to conduct research and consults with major US corporations on how to best establish consumer relationships with US Hispanics.

Dr. Korzenny holds an M.A. and a Ph.D. from Michigan State University in Communication Research, where he was also a faculty member, and later was member of the faculty of San Francisco State University. He has published six books and almost a hundred research publications dealing with communication and culture. His latest book, written with Betty Ann Korzenny, is entitled Hispanic Marketing: A Cultural Perspective was published by Butterworth Heinemann/Elsevier September 2005. His is an Outstanding and also a Distinguished Alumni of Michigan State University. He is the first recipient of the Hill Library HispanSource 2005 Award for Outstanding Achievement in Hispanic Marketing Research.

2008 – Jose Cancela

Jose Cancela began his media career as a sales trainee at the Univision affiliate in Miami, WLTV/Channel 23, in 1979. Since then he has spent the last 25 plus years dedicated to helping define the US Hispanic Marketplace. They include running his first TV station in Phoenix at the age of 27; managing the station groups for both Univision and Telemundo; launching a start-up National Hispanic Radio Network; running for Mayor of Miami-Dade County; and even authoring his first book titled “The Power of Business en Español, Seven Fundamental Keys to Unlocking the Potential of the Spanish Language Hispanic Market" (HarperCollins/Rayo).

Today he heads Hispanic USA Inc., a full-service Hispanic marketing consulting firm whose client roster includes ING, Group 1 Auto, ABC Radio en Español, ESPN Deportes Radio, and U. S. Century Bank. He is considered one of the most successful Hispanic Media Executives in the country and has appeared on CNBC, CNN, CBS Nightly News and The Today Show. He also writes regularly about the growing Latino influence in both trade and non-trade publications.



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