zoom: TARGETING HISPANICS BEYOND ACCULTURATION

Advertising agencies look for the sweet spot between their brand strategy and their consumer needs. But for Hispanic Agencies it’s hard to find the spot when they need to connect the brand strategy with a consumer that hasn’t been taken into consideration when the brand strategy was developed.

Up to now, our role as Hispanic agencies has mainly been to identify our consumer based on cultural insights, and then magnify these cultural traces under the light of the brand strategy. Sometimes, in order to find this connection, we stretched the cultural insight and/or the brand strategy too far, resulting in an artificial and irrelevant communication strategy.

This failure-communication lacking relevance-is increasingly taking place. Some reasons?

To read more CLICK on link below:http://www.hispaniccmo.com

By Rocio Fernandez is the head of Dieste Strategic Planning department