The Independent Hispanic Agency and their thinking by Manny Vidal.

Manny Vidal, CEO – The Vidal Partnership

1. What, in your eyes, defines an “Independent Hispanic Agency” these days?

Whether Hispanic or not, an independent agency is one that maintains “controlling interest” of its Ideas, Culture, Values and Philosophies, is free to live (or die) by its beliefs and is bound only by the limits of the imagination of its leadership.

2. What value do you believe an Independent Hispanic Agency brings to its clients?

“A unique value”. We put The Power of the Ideas first, we don’t run the company purely by the financials. I believe that if you “do great work, clients will come and grow, and fortune will follow”. TVP’s track record has proven that financial results always seem to follow. A “best-in- class” Hispanic independent will bring business-building marketing solutions to an advertiser and, as a bonus, the client also gets credit for contributing to multicultural diversity.

3. Why do you believe it is good to be an Independent Hispanic Agency? What advantages do you think we have as indies?

Independents have been particularly recognized in recent years by the advertising industry for delivering a higher level of creativity, strategic thinking and service, and this is also true of established Hispanic shops that have committed to and invested in “stepping up” their game.
Our primary advantage is that we truly live and breathe the Hispanic market. It’s in our DNA; a culturally rich 24/7/365 experience. Our insight into the US Hispanic mindset is not measured by the number of years in the business, but rather it has been accumulated over a lifetime.

4. What is it like to be an Independent Hispanic Agency in these days of holding company consolidation and continued acquisition?

I don’t see it any differently than 5 or even 10 years ago. There will always be a place for those agencies on a mission to discover visionary ideas that will unleash their clients’ full potential, for them to get to where they want to be in the Hispanic market faster than they thought possible.

5. What do you think is the future of Independent Hispanic Agencies in relationship to the general market, or the market overall?

I think you first have to consider what is the future make-up of the general market and our industry overall. Independent Hispanic agencies most certainly have to be prepared to grow and evolve with changes in the marketing communications industry as a whole. The truly successful independent Hispanic agencies will stand out beyond the Hispanic market.

6. What do you think the next generation of Independent Hispanic Agencies look like?

I think they will look and think a lot like today’s generation but will be much more digital marketing oriented. Creativity will still be key, however technology will play an important role in shaping and delivering the communications message.

7. What unique challenges do you feel Independent Hispanic Agencies face in today’s marketplace?

We face several challenges:

-Finding and retaining the right talent is a big issue. We seek people that have the right experience and credentials but that are also a fit within our culture. It takes time but it’s great when you see that sparkle in their eyes and you know you found them. The Hispanic agencies, AHAA and the trade media are doing a great job of promoting the industry which in turn helps with recruiting. But, unfortunately, after we find the right employees, invest in their visas, relocation and training, the general market agencies, clients and media outlets try to recruit them from us.

-We need to gain a seat at the C-Suite table, reserved for: bankers, lawyers, consultants, board of directors and general market agencies. We need to earn it everyday. It’s very hard and we are not there yet with all of our clients.

– I will like to see the day when independent Hispanic agencies are not judged on our last ad, when we are judged on the contribution we make to the success of our clients’ companies, the contribution we make to their employees, shareholders and customers.

8. Do you believe there are entities or forces who are or are not supporting Independent and Holding Company-Owned agencies equally and fairly?

Sure, of course, there’s a little of both. Who said life is fair. You have to make the best of any situation. Praise your supporters and pick your fights with detractors, just have the will and determination to see them through.

9. Do you believe there is a unique sense of responsibility Independent Hispanic Agencies bear (or should bear) insofar as the further development and growth of the Hispanic marketing and advertising industry? If so, please give your views.

Absolutely, it is our responsibility to develop our market, so why not the industry? If we don’t impose that responsibility on ourselves then we risk becoming complacent and eventually irrelevant. But don’t get me wrong, I’m not talking about marching down the street carrying a banner, I’m talking about innovation, accountability, delivering results and providing a valuable service to clients. The future of the Hispanic industry is the responsibility of everyone and anyone that makes a living off of this market place, including: the media, clients, agencies, employees …

10. What advice would you give a future Independent Hispanic Agency professional interested in working for an independent?

Select an agency where your brain and talent have the freedom to live and always thrive. Go for it!