The Independent Hispanic Agency and their thinking by Daisy Exposito-Ulla.

Daisy Exposito-Ulla
d exposito&partners

Daisy Expósito-Ulla helped create the largest advertising and marketing agency in the U.S. Hispanic market. Her departure from The Bravo Group sent shockwaves through the industry, back in November 2004.

By sheer coincidence, her come-back is auspiciously taking place while our publication is conducting this series of interviews on the issue of The Independent Agency.

From the world of a global holding company, (Y&R/WPP), Expósito-Ulla has now moved into independent territory, along with partners Gloria Constanza, John Ross, Mary Miqueli, Fernando Fernandez and Jorge Ulla, who form d exposito & partners.

This is her first interview.

1. What, in your eyes, defines an “Independent Hispanic Agency” these days?

As someone who has just entered this arena, I see an Independent Hispanic agency as one that is “not affiliated with a larger controlling unit.” Therefore, by definition, a 100% owned and managed agency would automatically qualify. Shops which are partially owned by a General Market or global agency can fall under this definition, as well, depending on the amount of influence over operations and management decisions. However, in today’s business environment, if the partial owner is a public company, it is highly unlikely that there will be no control, regardless of the percentage of ownership.

2. What value do you believe an Independent Hispanic Agency brings to its clients?

While I believe independent thinking is possible anywhere, regardless of the type of ownership structure, in a non-independent context it – more often than not – requires a greater effort of persuasion at all levels, often times, with a degree of undesired compromising. Nonetheless, in my previous corporate life, I managed to successfully lead a non-independent entity that somehow behaved as an independent one. Not without a price, though! Therefore, besides the freedom of thinking, the value I see in an independent agency can be related to absolute and total accountability; in other words, “the buck stops here.” Financially, it can mean savings in overhead for clients since the independent agency is not taxed in support of a larger corporate structure. Finally, that fact that the independent is nimbler should translate into enabling new clients – with limited budgets- to enter our market.

3. Why do you believe it is good to be an Independent Hispanic Agency? What advantages do you think we have as indies?

I am attracted to the obvious lessening of the distractions of corporate politics, the waste brought on by bureaucracy, everything that separates us from what should clearly be our mission, which is the total dedication to our clients’ businesses. You are not a slave to Quarterly Earning Reports. The flexibility to respond with agility, to be hands on, to have agency and client intimacy, devoid of middlemen. The freedom to pursue new clients without having to worry about conflicts on your parent company’s existing roster. To provide what is truly right for a client and not necessarily for the sake of alignment. And, of course, the freedom to compensate your most important assets, your people. When you have all this happening, it has to translate into great thinking and great work for clients and a nurturing environment for your people.

4. What is it like to be an Independent Hispanic Agency in these days of holding company consolidation and continued acquisition?

We have only been around a very short while. However, our change in perspective and the new found freedom from the holding company ranks has been welcomed.

5. What do you think is the future of Independent Hispanic Agencies in relationship to the general market, or the market overall?

As the market transforms due to the ever-growing multiculturalism of America, there is an enormous opportunity for specialized agencies to grow market share beyond their core discipline. Independent Hispanic agencies future success in this new world will ultimately be dictated by their product offering. However, Independents are in an enviable position to their counterparts in that entry into this new space will not be competing with parent company sister agencies.

6. What do you think the next generation of Independent Hispanic Agencies look like?

It’s already happening. It’s exciting to see young Latinos embracing new technologies, infusing new ways of communication with vibrant energy. With a new mainstream sprouting comes the New American agency, at the epicenter of fusion, setting trends … re-inventing not only our market but re-inventing America. That’s fascinating!

7. What unique challenges do you feel Independent Hispanic Agencies face in today’s marketplace?

My perception at this point in my new life is that the proliferation of consolidations in the advertising industry, including the marginalization and commoditization of media services, has led to the labeling of many independents as “creative boutiques.” This has the effect of selling the services of shops short and diluting the importance of media as an integral part in the overall marketing and advertising process.

8. Do you believe there are entities or forces who are or are not supporting Independent and Holding Company-Owned agencies equally and fairly?

This might sound cold, but business decisions are not always equal or fair. There are many variables that go into the decision making process. The equality and fairness of any one decision can be open for debate.

9. Do you believe there is a unique sense of responsibility Independent Hispanic Agencies bear (or should bear) insofar as the further development and growth of the Hispanic marketing and advertising industry? If so, please give your views.

I believe that anyone in the business world has a responsibility to the further development and growth of his or her market. Independent Hispanic agencies and entrepreneurs, such as me and my partners, feel a greater sense of responsibility because we work in a market in which we also live. The market is truly our “rice and beans.” Taking this one step further, the development of the media in the Hispanic market has given a voice to Latinos in this country. We’ve helped them understand issues such as the importance of health and education. We have empowered them, not only as consumers, but as individuals… we have shown them how to practice their civic duties … how to fill out a US Census form, the importance of their right to vote … of course we have a tremendous responsibility to our community and the need to improve. As Jack Welch says, “What’s good for society is good for business.”

10. What advice would you give a future Independent Hispanic Agency professional interested in working for an independent?

HELP WANTED

If you are an entrepreneurial spirit who is willing to learn , take on new challenges, is open minded, creative, is passionate about Hispanic marketing and want to keep that “Fuego Latino” alive, then join an independent and make your contributions count.