A couple of things I want in the 2016 New Year for the Hispanic Market

Here are a couple of good things that would benefit our Industry in 2016, obviously from my perspective.

▪    A better economy – our country needs it, our people need it and we need it.
   
▪    Univision IPO – growth is good for our industry and it sets our valuation.
   
▪    Elimination of the word Multicultural (and Total Market) – Hispanic represent 95% of the deliverables and the budgets in the bucket and there are not enough similarities between Hispanic, African Americans and Asians to “combo us up”, only procurement wins here – – clients are not perfect and not always right.
 
 ▪    More of the true “Thought Leader” voices amplifying the opportunities in our Industry – too many are calling for the demise of our Industry.
   
▪    A renewed vigor to call “Bullshit” when we see it and not allow neophytes and hucksters to continue eroding the importance, complexity and need to target US Hispanic Consumer in language and culture – this goes in line with the above point, too many of the true Though Leaders are quite, the silence is deafening.

▪    A McKinsey & Company, a well respect strategy consultancy, POV on the importance of the US Hispanic Consumer, the media that serve this highly sought after demographic, effective strategies to reach in language and culture and create true ROI – we need a reputable firm such as this one to help tone down the criticism our Industry endures, explain the complexity and the importance of knowing how to reach US Hispanic Consumers to dispel all the noise being created by self-serving and those procurement enamored pundits.
   
▪    More opportunities for alternative media and channels in the media mix – the media mix needs to expand to include alternative media, depth in channel selection and all platforms (old and new).
 
 ▪    The re-birth of a localized approach to targeting US Hispanic Consumer – how many markets represent the Critical Mass of our Industry and in how many can you gauge true ROI.  
   
▪    More account shifts to create more opportunities in our Industry – we need a shakeup to change things up, offer more opportunities and to explore new approaches to reaching US Hispanic Consumers – – – the clients benefits and we do as well.
   
▪    A better explanation to why language is not more important than culture, when language is the conduit for conscious abstracting from the environment – language is the “Goose that laid the Golden Egg” for our Industry, yet many want to destroy our unique sales feature/benefit in return for a feather on a large ostrich.
   
▪    Would like to see more “H’s”, “Ñ’s” and “Z’s” in the names of top executives in our larger media companies – you know what I mean.
   
▪    Not peace but organized chaos, since we all strive when our backs are up against the wall – peace is not easily attainable because we have differences of culture, language and religion around the world, but in business when there is chaos there is opportunity.

What are yours?

Gene Bryan
CEO
HispanicAd.com
HispanicCMO.com
HispanicMarketReport.com
HispanicHealthcareMarketingReport.com
HispanicTVUpfront Report.com
HispanicMediaSalesInc.com