Tuesday, March 10th, 2015

HUNTINGTON BEACH, CA -- (Marketwired) -- Grupo Gallegos, a creatively-driven, independent agency, and its client Comcast have been selected to participate in the Advertising Research Foundations' Re:Think 2015 conference. The submission, titled "Porque Puedo/Because I Can: Leveraging the Power of Biculturalism To Create Engaging Messages for the Latino Market," was one of four selected from over 200 submissions. 

The conference is titled "Re:Think: Where Leaders Ignite Growth" and will feature industry leaders from brand marketing, advertising agencies and media firms, with the goal of sharing best practices around how and when to measure performance. Featured panelists include Unilever, Havas Media, Twitter, Google, and others. Other panelists include brands like AT&T, Qantas Airways, Wells Fargo and agencies like BBDO, Starcom MediaVest, and MediaLink. 

The "Porque Puedo/Because I Can" submission will be discussed along with the other three winning submissions on the second day of the conference, which is dedicated to advertising and titled "Re:Think Advertising: Insight to Impact." The panel discussion participants will include:


  • Kate Sirkin, EVP, Global Research Director of Starcom MediaVest Group and ARF Board Member as moderator of the panel; 
  • Silvina Cendra, Planning Director for the Comcast business, will represent Grupo Gallegos; 
  • José E. Vélez-Silva, Senior Director of Multicultural Marketing Communication at Comcast; and, 
  • Adriana Waterston, SVP of Marketing & Business Development at Horowitz Research.

"It's an honor to be selected to participate in the Re:Think 2015 conference and to speak about a campaign we're truly proud of," said José E. Vélez-Silva, Senior Director of Multicultural Marketing Communication at Comcast. "The success of the 'Because I Can' campaign highlights the important role that research plays in guiding marketing plans in our organization/at Comcast."

The "Porque Puedo/Because I Can" submission highlights the months-long research plan to uncover the true feeling of being a Bicultural Hispanic. The resulting insights provoked Comcast to take a "people first" approach to marketing, shining the spotlight on what their products mean to people instead of simply highlighting features and attributes. 

"Marketing is all about content and context. It requires a certain level of discipline for a client to effectively understand the context in which their potential customers are experiencing their products and life in general," shared José Pablo Rodriguez, Group Account Director at Grupo Gallegos. 

The conference will take place on March 16-18th in New York, with the advertising focus taking place on March 17th. More information on the conference can be found at https://www.etouches.com/ehome/89073

About Grupo Gallegos:
Founded in 2001 by CEO John Gallegos, Grupo Gallegos is a full-service independent creative advertising agency dedicated to growing clients' businesses. Known for award-winning creative, Grupo Gallegos takes a total-market approach and currently leads the Hispanic market with campaigns for ComcastThe Clorox CompanyCalifornia Milk Processor Board (Got Milk?), JCPenneyWonderful PistachiosValvolineCarnival Cruise Lines and Foster Farms, to name a few. For more information, please visit us at www.grupogallegos.com.



David Bray
dbray Media


Think 2015 Conference


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