Catalyzing Change in Media: The Power of the Hispanic Audience

The Hispanic audience represents nearly 20% of the US population, yet many marketers still treat it as an afterthought. In this course, Donna Speciale, the former president of advertising sales and marketing at TelevisaUnivision, shares how she transformed an ad sales organization to change that: breaking down barriers, educating marketers on Hispanic culture and viewership, and building the business case for leaning in.

Drawing on her experience across English- and Spanish-language media, Donna covers what marketers need to understand about Hispanic viewership dynamics, unconscious bias, and the value of cross-platform strategy. She also explores mentorship, executive presence, and what it takes to drive change when the industry resists it.

Learning objectives
Examine the economic and cultural influence of Hispanic consumers in shaping modern media.
Identify viewership trends and explain why representation drives long-term growth.
Apply strategies to challenge legacy mindsets and embrace innovation in media.
Formulate an approach to inclusive, forward-thinking leadership grounded in courage and resilience.
Identify the roots of unconscious bias and differentiate strategies to address it effectively.
Explore how to construct inclusive teams, mentorship pathways, and culturally relevant media narratives.