Agency

Since 2001, Arroba de Oro has been coordinating a contest in Latin America to recognize web sites that best contribute to the development of the internet industry in the region. Now, Arroba de Oro (Golden @ Sign) will launch its contest for the first time in the United States to honor companies, organizations and individuals that serve the U.S. Hispanic market via their web sites.

Hispanic advertising agency Latinvox announced the addition of Nelson Garcia to its senior management team as Vice President and Media Director.

Hispanics are the ‘it’ topic at marketing conferences, in the political arena and for government data analysts. The mainstream PR industry has slightly awakened to the relevance of the Latino market with ‘measurement’ seeming to be the busiest buzz word in PR right now. However, here’s the paradox: The National Research Council says “We are in the midst of a Hispanic moment” as they announce findings from their latest survey in Hispanic Business magazine, yet there are many PR practitioners around the nation wondering how to reach out or even if they should bother including Hispanics in their national outreach efforts. By Christine Clavijo-Kish, Managing Partner LatinClips.

The issues facing the advertising industry in Congress, regulatory agencies and states continue to proliferate. For advertising to continue to play a prominent role in the economy (and our culture), we must be both knowledgeable and prepared to educate decision makers about the implications of the issues they address.

The Association of Hispanic Advertising Agencies (AHAA) recognized 16 member Hispanic advertising agencies for their pro bono work valued at more than $12.1 million for more than 25 media campaigns during its semi-annual conference titled “AHAA Knows Latinos: Insights on Media Behavior” in Los Angeles from April 5th-7th, 2006. Campaings available for download.

Due to the fact that much of the discussion about Hispanic culture has referred back to or included family, I chose to study gender relationships and expectations for the purpose of this essay. As a result of the limited scope of this paper, I will discuss three main areas of this topic: first, the importance of family, next gender roles and how they differ for men and women, and finally machismo and marianismo and the ways they determine gender roles and expectations.

Two overarching ideas have permeated the readings for the subject of whether or not, and how, the Spanish language affects the way Hispanics think and behave and how this affects Hispanic marketing strategies. Those ideas are that first, the English and Spanish languages, as well as marketing principles and practices, are continuing to evolve as we have an increasing number of interactions between cultures and as new ideas and studies are conducted and as the acculturation process takes place in America. The second, directly related to the first, is that the notion of language impacting the way people think and behave is extremely complex and controversial and is not a subject easily dissected. One could write a dissertation on this subject but for the scope of this assignment I will discuss an overview of findings regarding marketing to Hispanics in English and/or Spanish, code switching, the Sapir-Whorf hypotheses and what current and future marketers will need to consider to be suc

Language and advertising have a very strong relationship that should be carefully examined by marketing companies in the United States. For most individuals the language they speak shapes who they are and often how others perceive them. The Hispanic language explains many ideas about the culture, attitudes and beliefs. It is beneficial to marketers to understand the Hispanic culture and use their advertising to effectively target this growing segment. By familiarizing themselves and their companies with the Hispanic language, their advertising can reflect the ideals and beliefs of Hispanic individuals, making them feel more comfortable when making purchasing decisions. However, before marketers invest large amounts of time and money into this technique, it is important to determine the effectiveness of advertising in Spanish.

The U.S. Securities and Exchange Commission filed a civil injunctive action in the United States District Court for the Southern District of New York charging six former executives of StarMedia Network, Inc. with securities fraud and two former executives with other securities law violations. StarMedia was an Internet portal directed at Spanish and Portuguese speaking communities in the United States and Latin America. In spite of the problems that existed in the past with the former executives of Starmedia Networks Inc., today the company and Internet portal is a new, dynamic, profitable company with a prominent position in the U.S. Hispanic market and Latin America. This new Starmedia, created in July, 2002 does not have anything to do with the management of the former team that has been charged by the SEC.

The Fifth Third Bancorp selected New York-based Hispanic advertising agency Latinvox as its agency of record for all Hispanic initiatives.

Latinvox will work with Fifth Third Bank’s marketing and executive teams to expand the company’s Hispanic business plan and to develop fully integrated and culturally-relevant marketing campaigns for the Hispanic community.

Some of the proposals in immigration legislation under consideration in the U.S. Congress would distinguish between unauthorized migrants of long standing and those more recently arrived.