Agency philosophy and its impact on planning and buying in the US Hispanic Market.
February 19, 2008
Yes, it one of those again from me, but we have to get it our there to help elevate the discussion.
After having spent most of my career selling Hispanic media to clients and agencies, I hear more and more from season Spanish-Language media professionals the reoccurring sales obstacle their encounter at Hispanic agencies.
Clients and agencies have entrusted the planning & buying of Hispanic media to planners and buyers that do not consume the media, spend time with the media and do not visit the key US Hispanic Markets where the media serve the US Hispanic Consumer, (this approach is so unsophisticated I might add, maybe the agency folks are too cheap to educate their planning and buying teams with local knowledge. It is like me saying I know Italy, since I frequently have dinner in the Little Italy section in New York).
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