Business

By Enrique Turegano / Al Punto I saw an ad on Univision for an SUV…nice ad. But the VO caught me off guard. It was the poem by Antonio Machado and famous song by Juan Manuel Serrat, “Caminante No Hay Camino”. Great song, great poem…but I wonder how much it connects with US Hispanics….mostly US Mexicans. Do they even know it? Is it important to them? Does it connect emotionally like it does for Spaniards and some South Americans? Probably NOT. Here’s my guess:

1) The creative in charge is from Spain.
2) The creative in charge is a JM Serrat fan.

Thoughts?

   Over the last couple of years, we have been critical of an industry event called AdColor that was once associated with the ANA Multicultural Conference.  Lately they have had the need to go solo on their event, since they seem to be more and more African American Ad Industry focused and definitively represent the lack of inclusion in the ad industry. ADColor has taken advantage of the Extreme Guilt that Madison Avenue and the US Mainstream Ad Industry have in not hiring more minorities to work in advertising.

I just attended a panel discussion between Lorraine Cortes-Vazquez, SVP of Multicultural Markets at AARP, and Nancy Tellet, SVP at Viacom, Scott Willoth —S VP Methods & Analytics, Scarborough Research and moderated by Leo Olper, who sits on the AHAA board member and is a partner at d exposito & Partners, LLC.  The panel discussed key findings of a study recently conducted by AHAA, which bucks much of the conventional wisdom that is commonplace in Hispanic marketing.  For that reason, I was compelled to cover key highlights in this post.

This past week, we spent considerable time at the Hispanicize event in Miami Beach. The Hispanicize team needs to be commended for their ability to bring together Hispanic female bloggers from their owned and operated blogger network Latina Mom Bloggers.  The ladies were flown in and put up for a couple of days in fabulous Miami Beach for an all expenses paid soiree to create and demonstrate critical mass to entice advertisers.

Sofia Vergara is probably the most recognizable Hispanic actress working in English-language television. She is one of the stars of “Modern Family,” among the highest-rated scripted shows on network television, and she has parlayed her celebrity into commercials for brands like Pepsi and Cover Girl.

The question is not whether Ethnic Consumers that are lumped for diversity purposes into the MULTICULTURAL BUCKET offer opportunities for marketers.  We all know the answer to that question. The question is whether there is a need or a purpose for having one agency that implements all aspects of a campaign that can then be called a MULTICULTURAL approach.

By Gonzalo López Martí / Atkins López Martí, LLC You started your own business. Welcome to the party. Face the music. And dance. You are on your own now. No more whining. No more excuses. No more finger pointing. You only have yourself to blame. Some assorted pieces of advice.

In 1996, AHAA was founded to grow our marketplace and promote our member agencies. Today Hispanic marketing is more important, more challenging and more nuanced. Gene Bryan –

As I read the news regrading how the Department of Education in New York City is banning 50 words from the standardized performance tests for students in the city, I could not stop thinking why this should not apply to our advertising Industry.

Last month I attended one of the best parties in L.A.  No, I’m not talking about the Oscars.  I’m talking about the Brisk Bodega-Star Wars Cantina party, presented by Brisk Tea. Now ostensibly the party was intended to present and offer party-goers samples of Brisk Tea.  But by partnering up with LucasFilm, Brisk was able to offer another element of intrigue at its party: an exhibition of art conceived by emerging, young artists, and based on the iconic characters from the “Star Wars” film.
 

By Jose Villa / Sensis We hear the term “multicultural” a lot. Marketers, academics, and industry leaders love to talk about multicultural groups and the growth of America’s multicultural population — the various minority groups, including Hispanic, African-American, Asian, and “other” (Middle Eastern, European, South Asian, etc.) that are rapidly expanding in size and influence.

By Xavier Mantilla | Director of Sales – RedMas In the last 24 months we have seen a shift in the way brands and general market media agencies have come together to work with Hispanic media companies in order to reach these valued consumers. However there are huge shifts in behavior that most of us that work in the media space are yet to face. For a long time we always used terms like “targeted content” to mean Spanish language media (planning and buying), however, when we spend upwards of 90% of our budgets on Spanish language only