We can do HISPANIC too!

For the past 20 years I’ve helped to create relevance for companies interested in targeting the booming Hispanic market, and I’ve lost countless nights of sleep over these nine words, “They are being reached by your general market media.” Not only have I lost sleep, but more importantly my clients and yours have frequently lost the opportunity to efficiently extend their budgets by spending incremental dollars where they would provide the greatest lift, i.e. targeting new consumers that are dramatically under-delivered by general market media.

So, to all of my colleagues working in Hispanic marketing that have been expressing outrage over the recent trend of non-Hispanic agencies pursuing, and in some cases winning, choice Hispanic assignments, forgive what I’m about to say.