MASS Hispanic is the first Multicultural agency ever to place in The Hub Top 20 list for shopper marketing excellence. Initiated and created by Hoyt & Company and The Hub Magazine in 2008, the study allows brand marketers and retailers to evaluate working relationships with agencies based on 13 criteria, and in turn, agencies also evaluate brand marketers and retailers on the same criteria. MASS Hispanic is the only Multicultural agency ever awarded the honor of making the Top 20.
The Hub Magazine, in collaboration with the University of Tennessee, utilized a series of performance areas to rank agencies. Key account management knowledge, vision, integration across departments, understanding shopper motivations, clearest strategy and objectives, and retailer relationship strength were among those that received the most voting attention. The Top 20 list is designed to let agencies evaluate brand marketers with whom they have productive working relationships and vice versa. It also honors those firms that have taken the long-term strategic view of shopper marketing and, as such, have invested in capabilities the industry feels are essential to solid, collaborative shopper-marketing success.
“MASS Hispanic has been successful in enhancing the Hispanic consumer experience because of our partnership with clients such as Clorox, Kimberly-Clark, Nestlé and Unilever, without whom this honor wouldn’t be possible,” said Maria Madruga, president of MASS Hispanic. “This recognition by The Hub is a true compliment to the creativity and strategic mindset of our team in using key shopper insights to develop creative messaging that results in compelling retail experiences.