September 9, 2024 • 12 mins
He began his career in May 1995 as a Retail Merchandising Manager for Target in the Rio Grande Valley and would later manage all consumer bi-national and regional promotional and event marketing activities for Tecate, Dos Equis, Sol, Bohemia and Cerveza Carta Blanca. That led to positions across the Hispanic advertising and marketing industry on both the agency and client level, with positions at The Clorox Company and, most recently, at Procter & Gamble Co., where he served as Senior Brand Manager for North America in the Multicultural Media unit. Now, he’s joining HRN – Hispanic Media Networks – as Chief Cultural Officer.
To learn more about his shift to HRN, we’re pleased to welcome Lupe de Los Santos to the inFOCUS Podcast, presented by dot.fm.
To learn more about his shift to HRN, we’re pleased to welcome Lupe de Los Santos to the inFOCUS Podcast, presented by dot.fm.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:04):
This is the RBR TVBR in Focus podcast. Here's your host,
Radio and Television Business Report Editor in Chief Adam R. Jacobsen.
Speaker 2 (00:15):
Well, Hello, b and Viniedls and welcome to the podcast,
which is presented by dot fm streaming social podcaster Broadcast.
Get a dot fm domain name by heading over to
get dot fm today. While he began his career in
May nineteen ninety five as a retail merchandising manager for
Targets in the Rio Grande Valley and would later manage
all consumer by national and regional promotional and event marketing
(00:39):
activities for Decate, Dosequis Sol Bohemia and Servesa Cartablanca. That
led to positions across the Hispanic advertising and marketing industry
on both the agency and client level, with positions at
the Clorox Company and most recently Act Procter and Gamble Company,
where he served as Senior brand Manager for North America
(01:00):
in the Multicultural Media Unit. Now he's joining HRN Hispanic
Media Networks as Chief Cultural Officer. To learn more about
his shift to HRN, we're pleased to welcome Lupe de
los Santos to the in Focused podcast. It is so
great to be speaking with you again and here at
RBR and TVBR for the first time.
Speaker 1 (01:20):
Thank you, Adam. I'm super excited to be on here
as well. Thank you well.
Speaker 2 (01:24):
In your new role, Lupe, you've been tasked with helping
to grow the HRN brand, particularly among advertisers and their agencies.
You're also going to review HRN Spanish language music and
spoken word offerings and quote present strategic solutions that build
on a program's existing success. We're curious what led you
(01:44):
to take this position after many years working at high
profile advertisers and that successful multicultural marketing shops like Evedeal
Partnership and Walton Isaacson.
Speaker 1 (01:54):
A great question. So, I've always been bullish when it
comes to Spanish language radio my entire career, and it's
always been the most impactful that I've experienced. And I
just felt that right now hrn's trajectory in that space
is obviously amazing that I'm looking forward to build on
all the great momentum they've have out there in the market.
Speaker 2 (02:14):
Can you describe a little bit about some of the
content that HRN has today that sticks out to you.
Speaker 1 (02:20):
Well, I mean the big one is obviously Fernando Fioti
with the soccer platform obviously the legend in that space,
and you know, being able with the World Cup coming
in twenty twenty six is going to be a huge
opportunity to tap into that passion, that excitement that pretty
much you know as a host here in the US
is going to be everybody's going to be talking about it.
(02:42):
So that's like an immediate opportunity. I see amongst, of
course a few other talent properties, but Fernando Fioti makes
all the sense in the world right now. I'm really
excited about that.
Speaker 2 (02:53):
We understand you'll also be helping HRN position preset talent
for the US Hispanic audience.
Speaker 1 (02:58):
Now.
Speaker 2 (02:59):
Years ago this was the task of g l R
and I had numerous chats with Luigi Beliitzi around the
brand's value in the US. I'm wondering how you see
Prisa and the Hispanic market today compared to its early
years with group of Latino de Radio, and just a curiosity,
will though Squadenta Vinci Palace be getting any play here.
(03:20):
I know the brand from growing up in Spain and
it is across Latin America over the years. I've always wondered,
you know, what sort of presence Low's Quodenta will ever
have in the US. What what can you share if anything?
Speaker 1 (03:32):
Well, you know what, I can't go into too much
eto because I'm literally just starting to peek underneath the
head of all the amazing offerings of what's going to
be coming to the market, So I would prefer not
to go too much in there. But honestly, everything is open,
everything is available, including the Quadenta. But I think they're
right now. The multicultural space in this country is booming,
(03:53):
it's growing, The Latino community is booming, it's growing, and
so there's just not enough content out are good quality content,
and there's nobody better than Pisa to help us identify
what what's to come. So I'm excited to learn more
about what they got coming real soon as well. And
by the way, I love the fact that you you
experienced them, you know, first hand, over and stained out
(04:14):
and beautiful whatever.
Speaker 2 (04:17):
A long long time ago before. That's an American rollout
of that brand to make I love it.
Speaker 1 (04:23):
And that's awesome.
Speaker 2 (04:25):
Yeah, when when you look at radio and you look
at audio and you know, we love the fact that
you're excited about it. What is it in particular about
audio and the US Hispanic market that stands out. Is
it the content? Is the connectability? Is there something that
we haven't seen that you have?
Speaker 1 (04:47):
Yeah? So so honestly, look, here's what's amazing about Spanishung's
radio or audio in general, is that it starts, it
always starts with the talent, right, it starts with these DJs.
They were the original influencers and right now influencer marketing
is super important, obviously because of the digital grade, but
they are the originators and they're the ones who develop
(05:08):
these amazing relationships with their audiences in those communities. So
what's interesting is a lot of us look at when
it comes to marketing and advertising, they look at it
from a national scale and then if they can, they
activate locally. But you can think about it, Spanashemic's radio
actually develops locally that provides national reach. So it's a
very unique proposition for brands and advertisers to take advantage
(05:31):
of it. And when you look at it, the power
of Phanashemics Radio that exists, it is just I mean
it again, tapping into these original influencers and they're still
just powerful today and they ever have been.
Speaker 2 (05:43):
I want to ask you a little bit also about
experiential marketing because it is at the heart of a
lot of the work you've done in the past and
what we've seen in the US Hispanic market, and it
really ties in with a lot of what we've seen
on the radio side as well when it comes to
more marketing activations. So wondering how that ties into the
ROI that radio can bring an advertising client today from your.
Speaker 1 (06:06):
Vantage point, Yeah, so I mentioned influencers right, the original influencer.
So there's a lot of opportunity there from everything from
appearances to endorsements to a lot of really untapped potential
with the just the actual DJ talent was one thing,
but then their connectivity to the retail space. If you
think about it, most of these retailers, especially spending grocers, bodegas,
(06:30):
et cetera, you know, rely on Spanish songs radio to
drive traffic to their stores. And you know what better
places than do sampling and bring the talent and create
cool experiences for the brands and advertisers that are on
spanishlangage radio. So tap it into all those opportunities. It's
still it's still you know, something that can be done better.
(06:50):
I feel can be done better, and I'm looking forward
to to exploring that further with HR.
Speaker 2 (06:55):
One year ago, through my work associated with hispanicad dot com,
you were named twenty twenty three Hispanic Thought Leader. Thanks
a large part too, PNG Brands, Pampers, Old Spice, Secret
and Swiffer. What from that experience can you say about
the power of audio advertising as champion by former colleague
John Fix and above him, Mark Pritchard.
Speaker 1 (07:18):
Yeah, so, John obviously don't pick is the amazing needs
a legend in the radio sector in general, specific e
Spanish language radio. And he was one of the first
people I connected with when when I joined Procter and Gamble,
and was an amazing person to you know, to pick
his brain a little bit about what he thought on
what's going on with radio and he felt it was
(07:38):
a huge opportunity. So he had been championing it for
a while with Procter and Gamble and basically what happened.
I mean, you know what most of brands and suppliers
out there look for is reach and scale, reach and scale,
reach and scale right and trying to find efficiencies and
then on top of that that incremental audience that they're
not currently reaching in other mediums and other platforms, and
(08:00):
so when we started, when I started there at P ANDNG,
it was it was an untapped platform. Media's put that way.
And now that I moved over, let's just say there's
quite a few brands, if not most of the brands
are fuck during gamble, at least the big brands are
now tapping into the power of radio, specifically Spanish language radio,
(08:23):
which is really exciting, and they've been doing having a
lot of fun, like, you know, everything from understanding the
accents you know that exist, like somebody in New York
from the Domainican Republic and Puerto Rico is going to
be a little different than the accents down in Miami,
right in Florida versus the ones in Texas and California.
So like they're literally, you know, doing a great job.
There's a lot of marketers and a lot of brands
(08:44):
that are doing a mazing job in that space. So
really understanding those nuances is awesome, and so that helped
a little bit.
Speaker 2 (08:49):
I think, do you have any closing thoughts on radio?
And you're part of the world, And again, it's continued
importance in an age when local digital is just capturing
so much attention and quite frankly marketing budgets.
Speaker 1 (09:03):
Yeah, no, you're right. I mean, I think the challenge
or what we're looking to do, and this is something
I've been I've learned from some of my peers on
the brand marketing side in the past, is like, look,
if you want to be a leader in any category,
in any medium, in any space, stop trying to fight
for you know, with your peers and competitors for that
same small little slice of pie. Instead, grow the category,
(09:26):
grow the platform for everybody to win. So that's the
way to do it. So instead of starting to take
away share from anybody else, how do we figure out
how to grow that entire share? Grow the pie, They'll say,
to build it. That's really what I'm excited. I want
to make sure that you know your audience understands that
that's what HRN is looking to do. We're looking to
build the entire category, the entire platform so that everybody
(09:47):
can win because it is an amazing platform and amazing
medium that I think has so much potential. So super
excited to be throwing in HRN and getting to work
on that.
Speaker 2 (09:58):
And as loupe hinted, r N, which is a Gen
Media Partners company, syndicates such programs as The Soccer Republic
with Fernando Fiore et Pata with Anna Maria Conseco, Los
Cordenta Usa, Minutos sent That de Hano Nation and dj
extreme HRN is led by President Clark Logan. What struck
(10:21):
you about Clark in particular and deciding to work with
him anything, Well.
Speaker 1 (10:26):
I mean lots of things actually. Well, obviously from is
that you know in the past that is basically a
legend in the industry. But Clark specifically, I mean he
reached out because he sees the opportunity and when we
started talking and collaborating, we just had so many things
that our vision of where this platform for Spenial language
ready could grow. We were so aligned. So being able
to partner something with a similar vision and passion obviously
(10:49):
it's super exciting.
Speaker 2 (10:50):
And where are you going to be based.
Speaker 1 (10:52):
I'm gonna be a sin dal now right, Yeah?
Speaker 2 (10:54):
Okay, Well, next time we are in Lower Greenville having
a cup of coffee at La La Land, we'll take
a break from La La Land and we'll go into
Latino Land. And I would love to have it.
Speaker 1 (11:05):
I love it. I love that so much, Adam, Yes,
I would love that. Yeah, no, and I want to
hear a bit more about your experiences back in the day.
It's beating with Viza for sure.
Speaker 2 (11:15):
Looking forward to that and maybe we'll hit the record
button and we'll do a follow up podcast, but for
now we're at a time. Loupe de los Santos, it
was so great to have you here on the in
Focused podcast.
Speaker 1 (11:26):
No, thank you, Adam, it was great to be on.
Can't wait to have our next conversation when you have
more great names to share.
Speaker 2 (11:32):
Well, thank you, and with that we thank you the
listener for tuning into this Radio and Television Business Report
and Focus podcast. It was sponsored by dot fm, streaming
social podcast broadcast to get a dot fm domain name
by heading over to get dot fm. Today from the
global headquarters of Streamline Publishing in Boca Raton, Florida, I
am Adam mar Jacobson on behalf of the team at
(11:53):
Radio Ink and the Radio and Television Business Report. Have
a great day. We'll see you next time.
This is the RBR TVBR in Focus podcast. Here's your host,
Radio and Television Business Report Editor in Chief Adam R. Jacobsen.
Speaker 2 (00:15):
Well, Hello, b and Viniedls and welcome to the podcast,
which is presented by dot fm streaming social podcaster Broadcast.
Get a dot fm domain name by heading over to
get dot fm today. While he began his career in
May nineteen ninety five as a retail merchandising manager for
Targets in the Rio Grande Valley and would later manage
all consumer by national and regional promotional and event marketing
(00:39):
activities for Decate, Dosequis Sol Bohemia and Servesa Cartablanca. That
led to positions across the Hispanic advertising and marketing industry
on both the agency and client level, with positions at
the Clorox Company and most recently Act Procter and Gamble Company,
where he served as Senior brand Manager for North America
(01:00):
in the Multicultural Media Unit. Now he's joining HRN Hispanic
Media Networks as Chief Cultural Officer. To learn more about
his shift to HRN, we're pleased to welcome Lupe de
los Santos to the in Focused podcast. It is so
great to be speaking with you again and here at
RBR and TVBR for the first time.
Speaker 1 (01:20):
Thank you, Adam. I'm super excited to be on here
as well. Thank you well.
Speaker 2 (01:24):
In your new role, Lupe, you've been tasked with helping
to grow the HRN brand, particularly among advertisers and their agencies.
You're also going to review HRN Spanish language music and
spoken word offerings and quote present strategic solutions that build
on a program's existing success. We're curious what led you
(01:44):
to take this position after many years working at high
profile advertisers and that successful multicultural marketing shops like Evedeal
Partnership and Walton Isaacson.
Speaker 1 (01:54):
A great question. So, I've always been bullish when it
comes to Spanish language radio my entire career, and it's
always been the most impactful that I've experienced. And I
just felt that right now hrn's trajectory in that space
is obviously amazing that I'm looking forward to build on
all the great momentum they've have out there in the market.
Speaker 2 (02:14):
Can you describe a little bit about some of the
content that HRN has today that sticks out to you.
Speaker 1 (02:20):
Well, I mean the big one is obviously Fernando Fioti
with the soccer platform obviously the legend in that space,
and you know, being able with the World Cup coming
in twenty twenty six is going to be a huge
opportunity to tap into that passion, that excitement that pretty
much you know as a host here in the US
is going to be everybody's going to be talking about it.
(02:42):
So that's like an immediate opportunity. I see amongst, of
course a few other talent properties, but Fernando Fioti makes
all the sense in the world right now. I'm really
excited about that.
Speaker 2 (02:53):
We understand you'll also be helping HRN position preset talent
for the US Hispanic audience.
Speaker 1 (02:58):
Now.
Speaker 2 (02:59):
Years ago this was the task of g l R
and I had numerous chats with Luigi Beliitzi around the
brand's value in the US. I'm wondering how you see
Prisa and the Hispanic market today compared to its early
years with group of Latino de Radio, and just a curiosity,
will though Squadenta Vinci Palace be getting any play here.
(03:20):
I know the brand from growing up in Spain and
it is across Latin America over the years. I've always wondered,
you know, what sort of presence Low's Quodenta will ever
have in the US. What what can you share if anything?
Speaker 1 (03:32):
Well, you know what, I can't go into too much
eto because I'm literally just starting to peek underneath the
head of all the amazing offerings of what's going to
be coming to the market, So I would prefer not
to go too much in there. But honestly, everything is open,
everything is available, including the Quadenta. But I think they're
right now. The multicultural space in this country is booming,
(03:53):
it's growing, The Latino community is booming, it's growing, and
so there's just not enough content out are good quality content,
and there's nobody better than Pisa to help us identify
what what's to come. So I'm excited to learn more
about what they got coming real soon as well. And
by the way, I love the fact that you you
experienced them, you know, first hand, over and stained out
(04:14):
and beautiful whatever.
Speaker 2 (04:17):
A long long time ago before. That's an American rollout
of that brand to make I love it.
Speaker 1 (04:23):
And that's awesome.
Speaker 2 (04:25):
Yeah, when when you look at radio and you look
at audio and you know, we love the fact that
you're excited about it. What is it in particular about
audio and the US Hispanic market that stands out. Is
it the content? Is the connectability? Is there something that
we haven't seen that you have?
Speaker 1 (04:47):
Yeah? So so honestly, look, here's what's amazing about Spanishung's
radio or audio in general, is that it starts, it
always starts with the talent, right, it starts with these DJs.
They were the original influencers and right now influencer marketing
is super important, obviously because of the digital grade, but
they are the originators and they're the ones who develop
(05:08):
these amazing relationships with their audiences in those communities. So
what's interesting is a lot of us look at when
it comes to marketing and advertising, they look at it
from a national scale and then if they can, they
activate locally. But you can think about it, Spanashemic's radio
actually develops locally that provides national reach. So it's a
very unique proposition for brands and advertisers to take advantage
(05:31):
of it. And when you look at it, the power
of Phanashemics Radio that exists, it is just I mean
it again, tapping into these original influencers and they're still
just powerful today and they ever have been.
Speaker 2 (05:43):
I want to ask you a little bit also about
experiential marketing because it is at the heart of a
lot of the work you've done in the past and
what we've seen in the US Hispanic market, and it
really ties in with a lot of what we've seen
on the radio side as well when it comes to
more marketing activations. So wondering how that ties into the
ROI that radio can bring an advertising client today from your.
Speaker 1 (06:06):
Vantage point, Yeah, so I mentioned influencers right, the original influencer.
So there's a lot of opportunity there from everything from
appearances to endorsements to a lot of really untapped potential
with the just the actual DJ talent was one thing,
but then their connectivity to the retail space. If you
think about it, most of these retailers, especially spending grocers, bodegas,
(06:30):
et cetera, you know, rely on Spanish songs radio to
drive traffic to their stores. And you know what better
places than do sampling and bring the talent and create
cool experiences for the brands and advertisers that are on
spanishlangage radio. So tap it into all those opportunities. It's
still it's still you know, something that can be done better.
(06:50):
I feel can be done better, and I'm looking forward
to to exploring that further with HR.
Speaker 2 (06:55):
One year ago, through my work associated with hispanicad dot com,
you were named twenty twenty three Hispanic Thought Leader. Thanks
a large part too, PNG Brands, Pampers, Old Spice, Secret
and Swiffer. What from that experience can you say about
the power of audio advertising as champion by former colleague
John Fix and above him, Mark Pritchard.
Speaker 1 (07:18):
Yeah, so, John obviously don't pick is the amazing needs
a legend in the radio sector in general, specific e
Spanish language radio. And he was one of the first
people I connected with when when I joined Procter and Gamble,
and was an amazing person to you know, to pick
his brain a little bit about what he thought on
what's going on with radio and he felt it was
(07:38):
a huge opportunity. So he had been championing it for
a while with Procter and Gamble and basically what happened.
I mean, you know what most of brands and suppliers
out there look for is reach and scale, reach and scale,
reach and scale right and trying to find efficiencies and
then on top of that that incremental audience that they're
not currently reaching in other mediums and other platforms, and
(08:00):
so when we started, when I started there at P ANDNG,
it was it was an untapped platform. Media's put that way.
And now that I moved over, let's just say there's
quite a few brands, if not most of the brands
are fuck during gamble, at least the big brands are
now tapping into the power of radio, specifically Spanish language radio,
(08:23):
which is really exciting, and they've been doing having a
lot of fun, like, you know, everything from understanding the
accents you know that exist, like somebody in New York
from the Domainican Republic and Puerto Rico is going to
be a little different than the accents down in Miami,
right in Florida versus the ones in Texas and California.
So like they're literally, you know, doing a great job.
There's a lot of marketers and a lot of brands
(08:44):
that are doing a mazing job in that space. So
really understanding those nuances is awesome, and so that helped
a little bit.
Speaker 2 (08:49):
I think, do you have any closing thoughts on radio?
And you're part of the world, And again, it's continued
importance in an age when local digital is just capturing
so much attention and quite frankly marketing budgets.
Speaker 1 (09:03):
Yeah, no, you're right. I mean, I think the challenge
or what we're looking to do, and this is something
I've been I've learned from some of my peers on
the brand marketing side in the past, is like, look,
if you want to be a leader in any category,
in any medium, in any space, stop trying to fight
for you know, with your peers and competitors for that
same small little slice of pie. Instead, grow the category,
(09:26):
grow the platform for everybody to win. So that's the
way to do it. So instead of starting to take
away share from anybody else, how do we figure out
how to grow that entire share? Grow the pie, They'll say,
to build it. That's really what I'm excited. I want
to make sure that you know your audience understands that
that's what HRN is looking to do. We're looking to
build the entire category, the entire platform so that everybody
(09:47):
can win because it is an amazing platform and amazing
medium that I think has so much potential. So super
excited to be throwing in HRN and getting to work
on that.
Speaker 2 (09:58):
And as loupe hinted, r N, which is a Gen
Media Partners company, syndicates such programs as The Soccer Republic
with Fernando Fiore et Pata with Anna Maria Conseco, Los
Cordenta Usa, Minutos sent That de Hano Nation and dj
extreme HRN is led by President Clark Logan. What struck
(10:21):
you about Clark in particular and deciding to work with
him anything, Well.
Speaker 1 (10:26):
I mean lots of things actually. Well, obviously from is
that you know in the past that is basically a
legend in the industry. But Clark specifically, I mean he
reached out because he sees the opportunity and when we
started talking and collaborating, we just had so many things
that our vision of where this platform for Spenial language
ready could grow. We were so aligned. So being able
to partner something with a similar vision and passion obviously
(10:49):
it's super exciting.
Speaker 2 (10:50):
And where are you going to be based.
Speaker 1 (10:52):
I'm gonna be a sin dal now right, Yeah?
Speaker 2 (10:54):
Okay, Well, next time we are in Lower Greenville having
a cup of coffee at La La Land, we'll take
a break from La La Land and we'll go into
Latino Land. And I would love to have it.
Speaker 1 (11:05):
I love it. I love that so much, Adam, Yes,
I would love that. Yeah, no, and I want to
hear a bit more about your experiences back in the day.
It's beating with Viza for sure.
Speaker 2 (11:15):
Looking forward to that and maybe we'll hit the record
button and we'll do a follow up podcast, but for
now we're at a time. Loupe de los Santos, it
was so great to have you here on the in
Focused podcast.
Speaker 1 (11:26):
No, thank you, Adam, it was great to be on.
Can't wait to have our next conversation when you have
more great names to share.
Speaker 2 (11:32):
Well, thank you, and with that we thank you the
listener for tuning into this Radio and Television Business Report
and Focus podcast. It was sponsored by dot fm, streaming
social podcast broadcast to get a dot fm domain name
by heading over to get dot fm. Today from the
global headquarters of Streamline Publishing in Boca Raton, Florida, I
am Adam mar Jacobson on behalf of the team at
(11:53):
Radio Ink and the Radio and Television Business Report. Have
a great day. We'll see you next time.
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