BEN, the global market leader in brand integration with 5,000 brand integrations during 2017 valued at over $1 billion, today announced a major expansion of multicultural program opportunities for clients, as well as the hiring of Maria Teresa Hernandez as Vice President of Client Development to lead business development with brands seeking to reach multicultural audiences.
According to Statista , 73% of US Hispanics and 65% of African Americans subscribe to Netflix, and 56% of US Hispanics use their Netflix account at least once per day. As multicultural audiences make the transition to streaming platforms, BEN has enhanced its industry-leading technology platform, allowing brands to identify programming opportunities that over-index with multicultural audiences. With an expansive database of real-time integration opportunities, brands can now search streaming, TV, film, and influencer programming by ethnic demographics and language to execute entertainment integrations with greater audience targeting.
As VP of Client Development, Maria Teresa will be responsible for driving new business efforts with multicultural clients. Prior to BEN, she served as VP of Client Strategy at Orion. She has served on the board of Interpublic Group’s Hispanic Resource Group and currently serves on the National Multicultural Alliance Committee within She Runs It.
“Multicultural consumers are hungry for authentic brand connections providing inclusivity and representation. I look foward to working with brands to build strong, authentic connections with multicultural audiences,” says Hernandez.
BEN has a strong legacy of working with brands in the multicultural space, including recent integrations of Chevy (GM) in Club de Cuervos, Dunkin’ Donuts in Orange is the New Black, Jose Cuervo in Narcos, and Electronic Arts (EA) with its Spanish language influencer campaign for FIFA 18.