Agency

Plenty has been written during the past few years—much of it during the past few months—about the future of Hispanic marketing and Hispanic agencies overall. And this is understandable. The Hispanic market is valued at $1 trillion, and everyone—especially general market agencies which have seen their core business shrinking—seems to want a piece of the pie. But amidst the debate it also seems that the larger question is being ignored: Whether agencies of any kind still matter. By Roberto Ramos – Co-Founder, President & CEO, the vox collective

Available at HispanicCMO.com

The Association of National Advertisers today announced the finalists for the 2010 Multicultural Excellence Awards. Currently in its 10th year, the awards recognize ANA member companies and other marketers for their outstanding work in producing multicultural advertising campaigns that ran between June 2009 and June 2010.

Imagine walking into a huge department store. Where do you start? There are items everywhere and the experience can be overwhelming. Now imagine you are in a brand new country, walking into another huge department. This experience can be even more overwhelming. These are things marketers need to take into account when trying to reach out to the Hispanic market. Quinten Ershock – Student – Center for Hispanic Marketing Communication / Florida State University

As an emerging market in the United States, Hispanic consumers are an important segment for companies to account for to remain competitive in today’s economy. To best target this segment marketers must understand how Hispanics reach purchasing decisions. Examining cultural trends will reveal that Hispanics are a highly collectivist demographic with a strong sense of community among family and friends. By Juan Gonzalez – Student – Center for Hispanic Marketing Communication / Florida State University

The relationship between Hispanic identity and consumer behavior is very interesting. Because of the diversity within the Hispanic market, there is not one cookie-cutter approach that the marketer can always refer to when planning a marketing campaign. Instead, the marketer must do his or her due diligence in researching cultural preference, including appropriate reference or belongingness groups, for a particular brand or product (Korzenny and Korzenny, 2005.) By Deborah Roberts – Student – Center for Hispanic Marketing Communication / Florida State University.

“Me, a name, I call myself,” is a lyric from The Sound of Music’s “Do, Re, Mi”-but it is also a concept and a construct that individuals regularly deal with, both consciously and subconsciously. How does one describe themselves? By Nicolette Alex-Sands – Student – Center for Hispanic Marketing Communication /Florida State University.

Cultural identity plays a major role in marketing specifically to the Hispanic population within the United States. It is important for marketers to understand the unique aspects of the Hispanic culture and how it is displayed in the everyday life of a Hispanic-American individual. What does the term “Hispanic” imply about this rising demographic and how can a deeper understanding of the term improve the bottom line of business? These are questions that can be answered by reaching out to the Hispanic community.By Courtney Guler – Student – Center for Hispanic Marketing Communication /Florida State University

“Maybe we’re coming at it from all the wrong ways.”

Have you ever uttered that sentence, or one like it? Have you ever had the nerve to completely deconstruct what you’re doing — and admit that you might be doing it wrong? It takes nerve and courage. It’s hard for someone to debunk their own internal mythology, the set of “tried and true” guidelines that have driven lives and careers to date, in order to start over — but that scenario is on the agenda for many right now.

A packed house confirmed one more time that Colombian pop-star Shakira has transcended to a new level of relevancy, influence and global appeal! So much that even Colombian President Juan Manuel Santos, along with the former president of Chile, Michelle Bachele and Queen Rania of Jordan took time from the UN General Assembly meetings to support this Latina sensation… we even spotted actor Jim Carrey as one more fan in the audience chanting for “Shakira, Shakira!” By Liliana Gil, Managing Partner & Chief Cultural Offices, AG-XL Alliance.

Available at HispanicCMO.com

Local advertising spending is holding up better in 2010 than previously expected, according to estimates from BIA/Kelsey. The firm, which initially predicted a nearly 1% drop in overall local ad spending this year, forecast growth of 2.1% to $133.3 billion by year-end.

Next week is Advertising Week in New York, a week-long extravaganza that covers every aspect of the media, marketing and advertising worlds. In its program guide, the organizers say they put together a program to help us all “stay a step ahead of shifts and evolutions – before they become revolutions.” And yet this year, when the Census is expected to reveal a huge demographic shift from the graying and the browning of America, the Advertising community continues to just give lip service to what is no doubt a multicultural revolution upon us. By Chiqui Cartagena is the SVP of Multicultural Marketing at Story Worldwide.

CLICK above on El Blog

This month, bicultural Hispanics in Los Angeles and Miami will see bilingual Chase advertising directed to them within their favorite English language programs. The 30-second “Traductor” (“Translator”) TV spot announces Chase’s new effort to provide bank statements in Spanish for their U.S. Hispanic clientele.