In the last couple of weeks the term’ The Hispanic McKinsey & Company’ was brought to the forefront by an article in Ad Age about how Univision has brought in experts in different brand development categories to help position and promote their business.
Been giving some thought to the effort and I have come to the conclusion that it is not only an effort Univision should be doing.
I believe there should be a report by McKinsey & Company the most reputable business & opportunity consultancy in the world about our Industry.
First, the reputation of McKinsey & Company and the fact that they put out a piece on the US Hispanic Market would create a lot of interest.
Second, the opportunity to expand the knowledge base of key advertisers on the opportunities, challenges and rewards that targeting US Hispanic Consumers offers, is needed and helpful. Analyzing the opportunities available through diverse language and media models to effectively and efficiently reach ALL US Hispanics would help lay out some ground work for future opportunities.
Third, it would the the most reputable study our Industry ever undertaken. Regardless of where the chips fall. We have relied on too many second-tier, but well intentioned studies to defend the status-quo.
Fourth, it will help our ad agencies and media company better understand the opportunities for the next decade. It would help us translate opportunity into growth.
Between all the ad agencies, the media and yes, including us at HispanicAd.com, there would be more than enough to cover the fee.
Maybe this could be an Industry project that the Association of Hispanic Advertising Agencies could use to re-unite or re-invigorate the association and our Industry.
Instead of the media and ad agencies competing for their share of the dollars, we unite together to make it BIGGER !
What do you THINK ?
Gene Bryan - CEO - HispanicAd.com