Despite the jaw-dropping purchasing power Hispanic Americans possess in the U.S. marketplace ($1.5 trillion to be exact), they’re one of the most underserved consumer demographics in the world of marketing and advertising. As a Kansas City marketing professional with Mexican heritage, Segura couldn’t help but notice the lack of ad campaigns targeting Hispanic shoppers and set out to shrink what he calls the “diversity deficit.”
Segura is the founder and owner of Somos Agency, a marketing firm that helps clients communicate effectively with culturally diverse audiences. Well versed in Hispanic demographic research, Segura has helped big local names such as Sprint, Hallmark, Applebee’s and Associated Wholesale Grocers develop successful ad campaigns aimed at Hispanic consumers.
Passionate in his will to educate the ad industry about ethnic markets, Segura created the Hispanic Digital Connections conference and has been a featured speaker at Social Media Club and American Marketing Association meetings. His extraordinary efforts have not gone unnoticed; last year, he was recognized by the Small Business Administration as the 2013 Minority Small Business Champion of the Year for Kansas City.
Arlen Wickstrum – New York Fashion Week might be more than 1,000 miles away, but Kansas City style was still represented at this spring’s shows, where Wickstrum helped high-end hair care company Oribe make models runway-ready. Back home, he beautifies locals at Skyline Downtown Salon, where he is co-owner and creative director.
Rachel Sexton – It only takes one person to make a difference. Lucky for the Junior League of Kansas City, Missouri, Sexton makes a big difference as director of fund development, helping raise money through donations and supporting the committees that run fundraisers, including the annual shopping extravaganza Holiday Mart, which brings in more than $500,000 per year.