With cord cutting increasingly looming over the industry, Comcast’s Multicultural Marketing Communications team targeted one at-risk segment known as “bicultural Hispanics.” This group, whose tastes straddle multiple cultures beyond traditional Latino preferences, prompted José Vélez-Silva, Comcast’s Executive Director of Multicultural Marketing Communications, to rally his team to adopt a “people first” approach to marketing, shining the spotlight on what their products mean to people instead of simply highlighting features and attributes. The resulting advertising campaign, “Because I Can”, drove positive brand associations, differentiation and likelihood to call among Biculturals. In 2014, the campaign helped increase brand consideration among Bicultural and Total Hispanic audiences by 11% and increased Hispanic Bicultural non-subscriber consideration +6 points over Non-Hispanic. Hispanic subscribers grew by 5.5% YOY, a growth 5 times higher than for Non-Hispanics. Since then, the “people first” approach has become the standard for all brand and subscriber based advertising communications for XFINITY.

The Daily


NFL Explores Selling Stake in Media Biz

The NFL has hired Goldman Sachs to explore options for its media businesses, including NFL Network and NFL RedZone . The league informed team owners Wednesday, with the WSJ the first to report the news. “As

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