5:30 p.m. on a Tuesday. Most people are counting down the minutes to go home. For new-biz execs like me, it's more like the middle of the day. I sit in the new-biz war room at Grey advertising during one of the biggest pitches of the year. I'm joined by a crew that only a couple years prior would have been atypical. In a room adorned with photographs of advertising legends like Larry Valenstein and Arthur Fatt are executives whose backgrounds and ethnicities are very different than the legends that came before them.
This week, I join hundreds of bloggers, marketing agency executives and brand managers in Miami at the third annual Hispnicize social media conference.
Did you hear about Nestle's recent launch of Construye el Mejor Nido ("Create the Best Nest"), a new communications platform to reach the U.S. Hispanic market? Maybe you've seen or visited Unilever's Vive Mejor (Live Better) program, a similar cross-platform effort to engage Hispanics around various Unilever brands. If you haven't noticed, there has been a growing trend over the last five years among consumer goods companies to launch Hispanic multi-brand programs.