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The common denominator in all upfront discussions is finding the most successful formats to attract existing and new audiences while being aware of new offerings that might widen a media platform and a brand’s market and base. Heineken’s senior brand director of marketing Oscar Martinez and GM’s director of diversity marketing and development, Tarshena Armstrong, joined Adweek’s Elevate: Hispanic TV Summit to discuss multicultural media investments, allocating buying and spending in this space and as a result, properly engaging the multicultural audience.
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