As the Hispanic market evolves, the strategies to target them are becoming more complex. Agencies must evolve to deal with these complexities. This means getting away from old school mentalities and striving to incorporate new and innovative ways of thinking. Hiring young top-tier talent at the entry level can help begin to evolve agencies in order to meet the needs of marketers entering the complex Hispanic market. Marketers need to work with agency partners with smart people in order to crack the Hispanic market.» 0 Comments
Navigating the maze of one's identity is always tricky. Adding ethnicity to the layout brings even more twists, turns and blind alleys. The result is a course that can seem impossible to complete.» 0 Comments
Each month, nearly 11 million U.S. Hispanics go online to meet their banking needs,according to comScore. Although it seems like a big number, it represents only 32% of all Hispanics online. As the economy improves, banks can expect more Hispanics to educate themselves on financial matters and visit bank websites. But are the banks doing enough to proactively engage Hispanics online? It's a question I set out to answer by looking at the three largest U.S. banks and their Hispanic online strategies. What I found was that, although Bank of America, Chase and Wells Fargo have large numbers of Hispanic ...» 1 Comments
Talk of the Hispanic market going mainstream is nothing new. The old Chevy Nova and "vuela en cuero" stories about the nuances of the Hispanic market have been replaced by the ubiquitous "salsa outsells ketchup" statistic, a testament to a momentous demographic shift that has been slowly, but steadily, remaking the U.S. since the 1970s. Every year, we see more data points and examples of the Hispanic market becoming the general market.» 1 Comments
Brands, advertising agencies, the government, political candidates and anyone else seeking widespread support in this nation must unravel the seeming mysteries of communicating with and understanding the Hispanic community. Forums like this one, as well as many other columns, conferences and symposiums, all attest to his need, which is recognized by most (if not all) major marketers.» 0 Comments
During a recent trip to Los Angeles, two colleagues and I dined at a Spanish restaurant awarded by Los Angeles Times as one of the top "Most Memorable Dining Experiences." After a rough start with our designated waiter, Raul, a Latino waiter who had been watching us, came to our rescue. He was determined to make sure we felt welcome and that we would enjoy their creative approach to Spanish cuisine. Even more than the food, it was Raul's attentive and personal approach that really made the experience memorable for us. It made me think about how we as consumers ...» 1 Comments
In launching a Spanish language version of its website, CVS is attempting something that only Best Buy has been able to pull off -- successfully launching and supporting a robust Spanish language e-commerce site in the long run.» 1 Comments
In April I had the opportunity to attend, speak at, and sponsor the third annual Hispanicize 2012 conference. The event has quickly grown into a premier conference for the new Hispanic social world - the intersection of business and Hispanic media, advertising, film, culture and social media. I have had the unique vantage point of having been intimately involved in the conference since its inception in Dallas back in April 2010 (originally billed the Hispanic PR and Social Media conference). 2012 was a real coming of age for the conference, with more than 700 attendees, 43 major brand sponsors, and ...» 0 Comments
5:30 p.m. on a Tuesday. Most people are counting down the minutes to go home. For new-biz execs like me, it's more like the middle of the day. I sit in the new-biz war room at Grey advertising during one of the biggest pitches of the year. I'm joined by a crew that only a couple years prior would have been atypical. In a room adorned with photographs of advertising legends like Larry Valenstein and Arthur Fatt are executives whose backgrounds and ethnicities are very different than the legends that came before them.» 5 Comments
