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Juan Aceves

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Articles by Juan All articles by Juan

  • 'Cultural Relevancy'? in Engage:Hispanics on 01/27/2014

    Whenever the topic of reaching Hispanic consumers is brought up, we are constantly reminded of the importance of cultural relevancy, even though I've written extensibly about the subject. But exactly what does it mean? And how does a brand empower cultural relevancy as part of their strategy? According to an article in "Forbes," "Hispanics are more inclined to build trustworthy relationships with people and companies that take the time to understand who we are and what we represent morally, ethically and culturally."

  • A Look Back At Our Wake in Engage:Hispanics on 12/26/2013

    When I begun my career, "Hispanic" was not even a common term. As a matter of fact, it wasn't a nice one. Or at least, many of us didn't feel a connection to it. Back then, it was "Latino advertising" (not that I ever felt very Latino either) and Latino advertising was in Spanish. Just as most of the "Hispanic/Latino" population at that time was watching TV and listening to radio (the two mainstream, mass media outlets at the time), in Spanish.

  • The Issue Of Defining A 'Target' in Engage:Hispanics on 11/29/2013

    It seems like an increasingly segmented classification of Hispanics is more than ever the holy grail of marketing efforts. At least that's what the many statistics compiled by a rapidly growing number of specialized firms in acquiring data seem to point to. And how could that not be the case when the numbers continue to attest the incredible force behind such a large group of people?

  • Observations On Generation Z in Engage:Hispanics on 10/31/2013

    When I ask my son what nationality he thinks he is, his answer is interesting: "Mexican," he says, though he was born in New York at the turn of this century. When I ask him what defines him as Mexican, the answer gets a bit nebulous and includes words like "soul" and "food...." What language does he prefer? English, but he's perfectly comfortable speaking in Spanish. When I ask him if he feels American, the answer is: "I guess?!" When prodded even further, all I get is an irritated, "I'm human, okay? Why is my nationality so important to people like you?"

  • What To Do At A Wedding in Engage:Hispanics on 09/26/2013

    Imagine Saturday night in Williamsburg, Brooklyn: All the restaurants, shops, and bustling life. For those who are not familiar with the area, Williamsburg is a very hip melting pot of cultures, nationalities and socioeconomic strata in an ex-industrial Brooklyn, N.Y., setting. In the heart of it all, on the iconic North 6th Street, a wedding party walked into an Italian osteria for a dinner reception, following the ceremony that took place in a friend's apartment a few blocks away.

  • Spanish, The Divine Language in Engage:Hispanics on 08/22/2013

    The latest research suggests that even though more Hispanics than ever before are getting their news in English, use of the Spanish language is hardly on the decline: According to the Pew Research Center, a record 37.6 million persons aged five and up speak Spanish in the home. In fact, Spanish is the most spoken non-English language in the U.S.-including in 2.8 million non-Hispanic households!

  • You Want Me To Fit WHAT Into 30 Seconds? in Engage:Hispanics on 06/27/2013

    The jury may still be out on whether advertising to Hispanics is more effective in Spanish or by simply including some "brown" faces in general-market spots. As both an audio mixer/creative director and a voiceover talent, I've worked on a broad spectrum of commercials, the effectiveness of which isn't a matter of them simply being in English or in Spanish. It seems that, due to globalization, things are more complex now. We not only have to deal with language issues, but also with the nuances of the expressions and accent from each country of origin.

  • Jump Or Climb Out A Window? ... Depends On The Translation in Engage:Hispanics on 01/24/2013

    I recently read a book by Jonas Jonasson, translated from Swedish into Spanish. It was the most outlandish and humorous literature I could remember-a story full of colorful and fantastic episodes. Although intriguing, the novel was a bit difficult to understand at first. As a Mexican and native Spanish speaker, the words were easy to decipher, but not the humor-for the novel was translated-not in Mexico-but in Barcelona. Although Spanish is my native language, as a Mexican, my syntax, expressions and colloquialisms are quite different from those of Spaniards.

  • Building Brand Loyalty: It's Not Just About ROI  in Engage:Hispanics on 10/25/2012

    I recently returned from visiting my father in Mexico City, the place where I was born and lived for most of my life. As it happens often during these trips, I quickly became aware of how different Mexico is from the U.S., and it's not because I can't find my favorite products at the local stores or watch my favorite TV shows while I'm there. I can.

  • 'I Am Yasuni': An Example of Multicultural Understanding in Targeting a Market When the Coin Lands On Its Tail  in Engage:Hispanics on 05/24/2012

    Brands, advertising agencies, the government, political candidates and anyone else seeking widespread support in this nation must unravel the seeming mysteries of communicating with and understanding the Hispanic community. Forums like this one, as well as many other columns, conferences and symposiums, all attest to his need, which is recognized by most (if not all) major marketers.

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