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.
Manuel Delgado – CEO of AGUA Simply put, the American Dream is the only reason why Hispanics are here. The pilgrims came to America as religious refugees, looking for a better place to make their lives. Hispanic immigrants come here as economic refugees, looking for a better place to make a living. We’re here because we can work here. There are as many journeys to the US as there are Hispanics.
by Jose Villa / Sensis Whenever someone first gets involved in Hispanic marketing, they inevitably come across a series of universally accepted “truths” about Hispanic consumers and how to market to them. While some of these truths have faded as the market has evolved over the last 50 years, some continue unchallenged. But as anyone who is deeply involved in marketing to Hispanics today will tell you the market has evolved as quickly as it’s grown. Today’s modern Hispanic marketer understands everything we think we know about Hispanics has to be questioned
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.
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 Joe Zubizarreta / Zubi Advertising – Zubination Having just watched the pilot for Rob Schneider’s new show, Rob, I am totally disgusted by the way CBS has portrayed a Mexican-American family in an attempt to lure Latinos to general market television. The only thing I can think of is that they wanted to use every stereotype in the book to generate non-Hispanic viewership.
‘m still not sure why Ad Age felt compelled to give a voice to hate. I mean, how else do you explain their decision to invite a bona fide prophet of hate to their upcoming “Media Evolved” conference? Glenn Beck may be doing something interesting in media (according to Ad Age) but he’s still a racist.
TV can do a lot of great things for brands but it can also make you impotent–and I can assure you that I did not intend to spell “important.” And that is what one is led to conclude after reading some of the reports coming out of last week’s beer distributors’ convention in Las Vegas.