The American Dream is Alive and Thriving for Talented Latino Creatives.

Recession? Depression? Employment regression?…It’s time for a confession…The “American Dream” has not turned into a nightmare for everyone. For talented Latino Advertising Creatives it should be “dulces sueños” all around.

The opportunities to reach out and be successful are greater than ever before. More and more clients are recognizing the limitless potential of the Hispanic market. Not only because of Latinos’ rapidly growing purchasing power, but, more importantly, because of their profound influence on American culture.

According to the US Census Bureau, as of 2008, Latinos are the nation’s largest ethnic minority (46.9 million) and by July 1, 2050, it is projected 132.8 million Hispanics will live in the U.S. That’s 30% of the U.S population!

The marketer who successfully reaches this massive Latino market in an authentic and trusted way will build themselves a new sales force of an infinite number of brand advocates. And there is no more powerful tool to reach Latinos than through heartfelt referral.

Here’s the key: To reach this complex market most effectively, creative teams must reflect the complex demographics of this market. So the smartest agencies are staffing up with talented Latinos who infuse every campaign and concept with a deep understanding of the Latino culture in the US. And the key is to never assume that what appeals to or motivates one segment of the Latino population will appeal to or motivate all segments.

So the call for insightful Hispanic creatives is growing every day, even in this economic environment. And those Art Directors and Copywriters who can play well in all the disciplines – Branding, Direct Marketing, Digital, Retail, Promotions – are double, triple or quadruple threats.

It’s all about being able to intersect the Latino consumer in the right way at the right time with the right culturally relevant message. And the only way to crack that code is with the right talent.

BY Eduardo Dehesa-Conde
SVP, Group Creative Director, Multicultural, Draftfcb