Hispanic Crossover Ad Agency Formed.

As national advertisers vie for the hearts and minds of the 35.3 million Hispanic consumers in the US, California based Crossover Interactive & Advertising, has chosen to focus primarily on the Hispanic “crossover” market: second or third generation Hispanics who speak English, yet retain the traditions and culture of their Latin heritage.

“These mostly bilingual Hispanics have the education, buying power, and cultural sophistication of other highly-desirable demographic groups, yet they still identify with traditional Latin cultural cues”, said Barbara Ruano, founder and president of Crossover Interactive & Advertising, a California-based, minority-owned ad agency.

Ms. Ruano, a second-generation Cuban American raised in LA, continues: “Many Advertisers choose to either create Spanish versions of their general market ads or to create ads portraying stereotypical Hispanics. Neither is correct for the crossover market.”

“So far, the response to our approach has been extremely positive,” Ruano said. “We’ve seen a stronger response from consumers to ads that more closely reflect the crossover lifestyle, versus what the typical agency would do for this market.”