The MULTICULTURAL Tango.

American’s fast-growing ethnic groups now account for a third of all consumers in the US. At eighty million strong, US Hispanic, African-American and Asian consumers represent a market segment the size of Germany. As advertisers attempt to target and influence these unique customer groups, savvy general market agencies are seeking strategic partnerships with dedicated ethnic agencies to ensure more effective results for the client. Quite simply, dedicated ethnic agencies understand the culture, mindsets, needs and perceptions of our market segments best because we are, in fact, members of the ethnic community.

My agency, ViVA, focuses exclusively on Latin markets. We’ve partnered with numerous general market firms over the years, and have developed insights that can help other agencies, both ethnic and general market, enter into a collaboration that’s successful and mutually satisfying. Here are a few tips for smooth partnering:

For the ethnic agency: Step up and communicate with the client directly. Avoid hiding behind your general market partner. Don’t become an invisible arm or out-of-sight consultant. You’re the one who will develop the concepts and execute the elements. You know your market best and going through the general market agency as an intermediary convolutes the communication. Important nuances of both the clients’ goals as well as the target consumer’s way of thinking can be “lost in translation” if you rely on the general market agency to be the conduit of information. As the expert, you’ll pick up on key points of the client’s objectives that your general market partner may miss.

Don’t assume your general market partner knows the dynamics of your market, even superficially. Take time to educate your partner, beginning with the basic and obvious. The process will establish a true level of comfort about your expertise and can also help forge the strong bond necessary for the two of you to interact as a high-performing team.

Be aware that the general market agency may attempt to slip in ideas that are based on their own assumptions or stereotypes about your target group. If this occurs in front of the client, look for the most diplomatic way to correct the assertion–never make your partner look bad in front of the client. And don’t scoff at the GM agency’s attempts to leverage existing communications and integrated programs. All ethnic groups will be affected by spillover from general market in varying degrees and there are elements that should remain consistent.

Finally, always give your lead agency credit and appreciation for bringing you into the project, and always deliver your best work. Realize that it’s your job to make your partner shine in the eyes of the client. Recently, our work for Uniroyal/Michelin North America, developed in tandem with a general market partner, pushed sales objectives up over 500 percent for the client and earned an EFFIE for the outstanding results.

For the general market agency: My advice is to find an agency with demonstrated expertise in the ethnic segment your client is focusing on. Find the expertise and the chemistry, and then trust in it. Ethnic agencies not only have the intuitive ability to capture cultural nuances with clarity and authenticity, they are rich in marketing talent, skill and the experience needed to develop concepts that easily cross cultural lines. And don’t worry about losing business to ethnic agencies. Working with the right ethnic partner can actually help generate more business for you in the future.

As a general market agency, stick to what you do best. Reading research reports does not make you an expert on the market – rely on your ethnic agency for that expertise.

As in any relationship, both parties must recognize their strengths and weaknesses, then stick to what each does best. Too frequently, GMs and ethnic agencies develop a competitive tension, with each partner worried that the other will make them look inept or might want to elope with the client. Relax. Get to know one another, then learn to offset and complement each other’s competencies. Work to develop a strong relationship and always think, and present, as a team, each with a distinct expertise. Your presentations to the client should be as well coordinated and smooth flowing as a tango. You should appear totally in-synch with each other.

Keep in mind, you and your partner are working hand-in-hand. As in dancing, one partner may lead at times, but it’s the coordinated skill of both that dazzles, and brings success. Then, when it’s time to take a bow, both partners should share the applause. Our policy at ViVA is to always give credit to the lead agency that brought us into the project and the combined efforts both agencies put in as a team, while at the same time taking full credit for our own work.

By Linda Lane Gonzalez, CEO ViVA Partnership, Inc.

Ms. Gonzalez is founder and CEO of ViVA Partnership, Inc., a full service integrated advertising, public relations, marketing communications and event/promotions partner for companies seeking to make an impact in U.S. Hispanic markets. The award-winning multilingual, multicultural professionals at ViVA specialize in strategic planning, branding, advertising, special events, marketing programs, promotions and public relations. ViVA also provides Latin America marketing expertise and is a member of ICOM, a global network of independent agencies representing 52 countries. ViVA clients include Verizon Wireless, Uniroyal, Meow Mix, Entenmann’s, Dexatrim, GMAC Mortgage, Avianca Airlines and Caterpillar among others.