Another Puerto Rican opinion.

Maybe the average Hispanic agency has moved a little slower than some clients and media outlets might want regarding a shift from a traditional Spanish only marketing model, but progress is occurring for inclusion of multi-facetted linguistic and cultural marketing models that represent the entire cross section of Hispanics in the USA. Even though Hispanic agencies need to continue to grow their expertise, their contact point models and their research capabilities. They are still the experts on reaching Hispanic Adults 18-49, Hispanic Women 18-49 and Hispanic Men 18-49. Core demos with buying power, along with the growing Hispanic 12-17 segment.

You have understated the extent and sophistication of our collective capabilities as “Hispanic shops.” I know that our agency is not alone in moving beyond our clients’ perceptions of segmentation, which often stops at language, gender and age groups. I know because I pitch against them. This expanding segment of agencies who understand that this market is as multifaceted as the so-called “general market” are successfully selling the concept that there are no monoliths in our culture, or any other.

Mr. Bentz perceives himself to be something that doesn’t exist, either from a cultural or a marketing perspective. Since the 1800’s, target marketers have been proving that there is no such thing as an “average American.” And neither is there, nor should there be, an “average Latino.” His opinion piece actually tries to make that point, but fails in that he falls into the “box” in which he accuses us of living.

This gentleman’s perspective may be shaped by ignorance of the thought leadership many Hispanic agencies are bringing to clients in more And he may have had to develop creative based on flawed strategy. Nonetheless, his own effort to rail against stereotypes rests on a major stereotype, contained in his description of his former experience:

“It’s all cool to address us Latinos in our own language and it’s OK to make the images livelier with bright colors and big bold letters. I’m fine with bringing the family and the hot music to help connect. While this is the first instinctive approach to make sure everyone is on board with what must be in target, I dare to challenge those who think we Latinos live in that exclusive traditional box.”

Veiled as it may be, it is nonetheless an affront to many of us out here, developing groundbreaking, targeted, data-driven strategies and creative, not to mention the clients who relish our thought leadership. It turns out that Hispanic agencies, just like markets we serve, don’t constitute a monolith.

By Beatriz Mallory
CEO & Chief Strategist
Hispanic America