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An interview with Beatriz Acevedo
Beatriz Acevedo is the co-founder and President of mitú, a leading social media company that develops empirically based, culturally relevant content, connecting with more than 90 million consumers per month in the USA. This interview with Beatriz Acevedo reveals mitú’s approach in targeting bilingual consumers based on a bidimensional identity scale, which drives engagement in social media. Contrary to popular belief, mitú’s culturally-driven approach does not alienate non-Hispanics or non-multicultural consumers, suggesting that cultural insights resonate across consumers. This finding has significant marketing implications for brands in a country that is increasingly multicultural.
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Beatriz Acevedo is a three-time Emmy Award-winning producer and digital media pioneer with more than 20 years’ experience creating content for major television networks from the Food Network to Discovery to USA Network. Since launching in 2012, mitú has become the fastest-growing Latino-focused social media platform in the USA. mitú is the only Latino channel on Snapchat’s Discover platform, works with content platforms including Spotify, YouTube Red, and Paramount TV, and brand partners including Honda, Toyota, Pizza Hut, State Farm and many others. Investors include Upfront Ventures, WPP, AwesomenessTV and Verizon Ventures.
Jake Beniflah is the executive director of the Center for Multicultural Science, the first non-partisan, non-profit US think tank dedicated to bridging the gap between academia and corporations in multicultural marketing. He has spent 25 years working with leading marketing organisations to drive return on investment for Hispanic and mainstream consumers in senior-level positions in the advertising industry. His areas of expertise include consumer insights, cognition and brand strategy. Dr Beniflah is also the founding editor of this journal. He received his doctorate in business administration from Golden Gate University in 2010.