Does going beyond Hispanic somehow make us less Hispanic?

I recently attended a meeting of the Association of Hispanic Advertising Agencies (AHAA) in Florida. In many ways, it was like Old Home Week, a reunion of sorts with people I have known in the industry for more years than I will admit publicly. (You’ll understand someday.) Many of us can attribute at least a few of our grey hairs and facial lines to the battles we won and lost as we pushed past barriers and brought the Hispanic market from total anonymity to the marketing juggernaut it is today. It was a team effort and worked as the best team efforts always work: as a collection of driven and creatively-minded people who had (and still have) a deep-rooted passion for a meaningful purpose, not just for the money. For most of us, the money has affirmed our success, but it has not driven it. All Hispanic agencies, collectively and individually, pushed toward the same goal of having the economic power of the Latino community proportionately recognized in the marketing budgets of Corporate America.

Laura Marella
Vice Chairman
Global Hue

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