Agency

In our Industry, we have over the years been confronted with new market realities, changing business models and client expectations.

Now we are confronted with a diminishing role for US Hispanic focused ad agencies independents and multinationals alike, with losses to mainstream agencies that show a they have “some” type of US Hispanic Market capabilities. The losses are HUGE in dollars, credibility, sustainability and detrimental to our professionals. This has been going on for a long time now with no organized and/or strategic efforts to thwart the systematic “de-evolution” of our Industry.

Where are the War Parties and “los gritos de guerra”?

By Gene Bryan /CEO – HispanicAd.com

Multiple AHAA member agencies participated in the recent Hispanic-specialized agency search and review process conducted by The Home Depot, the world’s largest home improvement specialty retailer. The Hispanic advertising agencies – many small businesses – invested significant time, resources and funds only to realize the process may have been disregarded in the final selection.

By an overwhelming margin, technology experts and stakeholders participating in a survey fielded by the Pew Research Center’s Internet & American Life Project and Elon University’s Imagining the Internet Center believe that innovative forms of online cooperation could result in more efficient and responsive for-profit firms, non-profit organizations, and government agencies by the year 2020. DOWNLOAD REPORT HERE.

The Pew Hispanic Center recently updated its statistical profiles of Hispanics and foreign-born people in the U.S. The profiles are derived from the Census Bureau’s 2008 American Community Survey (ACS), the most recent available.

Since 2003, actor Dennis Haysbert has delivered his trademark baritone, reassuring messages such as “That’s Allstate’s Stand” and “Are you in Good Hands®?” throughout commercials created by Allstate. Now, he is making his Spanish-speaking debut in several new Spanish-language television commercials that emphasize the importance of having the best protection and assure viewers that “Con Allstate, estas en buenas manos.” (“With Allstate, you’re in Good Hands.”)

The ANA (Association of National Advertisers) and a broad coalition of advertising and media companies and associations have urged the Federal Communications Commission (FCC) to recognize and protect the key economic foundation that advertising provides to media and our nation’s citizens.

We at HispanicAd.com, HispanicCMO.com and ADnotas.com are in solidarity with the US Hispanic advertising executives in a time of reflection about the recent occurrences where we are losing valuable ground in our own Industry. An executive from the Richards Group posts on HispanicAd.com El Blog a warning to US Hispanic Ad Agencies about the Richards/Lerma win. We submit to our reader that they read our blog posts and articles to better understand the challenges in the future of our Industry and how they can help defend and contribute to the growth. Read El Blog – CLICK above.

Competing fair and square is the American way. Right?

Now, anybody knows that in a game of Three-Card Monte your odds are not good at winning. So, you avoid the game and the loss.

Let me set the board up for the card game. Card One – the Client, Card Two – the US Hispanic Advertising agencies in the review and Card Three – A Mainstream Shop with mainstream ad responsibilities for the client, no bona fide or proven US Hispanic focused unit and a lust for the US Hispanic ad dollar responsibilities.