CTAM Innovation Showcase 2024

Adriana Waterston is Executive Vice President of Insights and Strategy for Horowitz Research, which in 2023 became a division of M/A/R/C Research. Adriana has overseen Horowitz’s multicultural practice for over 20 years, providing research and insights to inform their clients’ programming, distribution, marketing, advertising, branding, and positioning strategies to reach and resonate with America’s Hispanic/Latinx, Black, Asian, Gen Z, LGBTQIA+, and international audiences, among other diverse segments. Her work has spanned the United States as well as the Caribbean, LATAM, and Europe. She has served clients in multiple industries, including media and entertainment, telecom and technology, travel and hospitality, beauty and personal care, CPG, retail, toys, education, and not-for-profit.

Adriana is a pioneer in the multicultural space for the cable industry. Over the years, she has spoken at countless conferences both within and outside of the cable industry, including the Hispanic TV Conference, the NAMIC Conference, the Stream TV Show, the Media Insights and Engagement Conference, CTAM Think, ARF’s AUDIENCExSCIENCE, Quirk’s, the Corporate Researchers’ Conference, and more. For 17 years, Adriana ran Horowitz’s Cultural Insights Forum, the first-ever cable industry event focused on research and strategy to reach diverse audiences. She is frequently quoted in the press as an industry expert and has also received many industry accolades. Adriana is among the honorees for a 2024 Wonder Woman NYC Award for outstanding women in the media and entertainment industry. She was named one of the “Most Influential Minorities in Cable” by Cablefax Magazine, has won two CTAM TAMIs, received the Agency Executive Award for Research & Measurement for multicultural marketing, and in 2023, Horowitz was honored with the Rafael Eli Award for Corporate Pioneer in Hispanic TV at the Hispanic TV summit, thanks to Adriana’s dedication to the industry.