Picking up on Gladstone's story in Part I of this column, we can now see that as much debate as it incited, it was spot on, but dead wrong at the same time.
When was the last time your well-thought-out brand plan included a live brand experience component? If it was recent, stop reading. This isn't for you. If you can't remember, read on. My big question to you is: why not?
When it comes to being healthy, Hispanics have several things going against them: language and cultural barriers, lack of access to preventive care and lack of health insurance. But there is another, lesser-known barrier that prevents them from living healthier lives: lack of online health information in Spanish.
If there is a concept older than the abuelita in the Spanish language TV spot, it's the argument marketers are not investing enough in Hispanic advertising and media - that they haven't reached the mythical "right spend" figure. Right spend is usually defined as the percentage of a marketer's advertising and marketing budget devoted to reaching U.S. Hispanics. Most of the research and discussion around the right spend issue has been spearheaded by the Association of Hispanic Advertising Agencies, which started publishing annual reports on the right spend in 2002.