Admusing … The day NOT a single Hispanic Agency wins a Creative or a Media Planning Award.

There are awards in our Industry created by trade journals and trade organizations designed to highlight creative and media planning prowess in our Industry. To date the majority of the honorees are Hispanic focused agencies. Rightfully so, they are uniquely qualified to win these awards.

Now, can you imagine a scenario in which several general market agencies win the creative awards competition for a variety of Hispanic creative awards, and other mainstream agencies win the majority of the Hispanic media planning awards?

This could happen! In a short while.

How does this look for our Hispanic focused agencies and Industry?

The number of accounts being handled by mainstream ad agencies on a local, regional and national level has increased and demonstrates a new trend in our Industry.

The the Hispanic agency has began to lose its unique differentiating factor as an expert with the “key member” status in generating ROI for advertisers targeting the US Hispanic Consumer.

Some of you might say let the chips fall were they may. While others sit back in disbelief, others just do not care.

Hispanic agencies of today have tried to emulate their mainstream counterparts to the point that, we have become them and they have become us.

A couple of questions come to mind ………

Is targeting the US Hispanic Consumer a mathematical equation, with a transcribed creative product?

Have we given the mainstream shops enough ammunition to eliminate the Hispanic focused agency from the process?

What is the Industry doing to bring back the magic of the art vs. the science of our business?

Or is it that many of our Hispanic focused agency are and were in the game to cash-out and turn the keys to the agency over to the highest bidder?

These questions bring forth issues that will determine the existence of the Hispanic Agency and the Market going forward.

The Association of Hispanic Advertising Agencies should take this point to heart and understand that their future is at stake here. Not to jump on the minority-owned issue, but it’s a key element that brings the “Art” to the mix vs. the science.

To remain silent is to surrender the Industry and the Market that took so much effort to create.

Have any more questions or want to comment, please e-mail us at in**@********ad.com