• The Top 7 Things I've Learned About The Hispanic Market
    In my career, I've had good mentors and been on the receiving end of some eye-opening lessons; what follows is a distillation of that received wisdom.
  • Top 10 Latino Creative Devices
    As we were presenting work to a client a question came up: "Where is the Latino relevance in the execution?" Frequently, when presenting creative work for the Hispanic market, there is tension in trying to show something that is unique to Latinos in the work, and the question of whether or not you really need it.
  • Social Listening Insights On Hispanics' Financial Needs
    Top social conversation drivers include retirement and protecting one's family.
  • What Would Happen If Brands Invested More In Hispanic Digital Media?
    Last month, I attended the Association of Hispanic Advertising's annual conference in Miami and walked away with a wealth of knowledge, inspiration, and overwhelming positivity about Hispanic marketing.
  • Virtual Multicultural Reality
    Winning multicultural consumers may be the key in making virtual reality mainstream.
  • Defining Cross-culturalism
    I've discussed how Corporate America is "moving multicultural out of the silos." Marketplace dynamics are clumsily driving this shift in the form of the total market approach, as brands look to stay relevant and grow in the increasingly minority-majority reality of Millennial and Gen Z populations. There is another factor underpinning the change in multicultural strategies by major marketers: an understanding that culture no longer exists in silos according to ethnicity.
  • Are You Talking To Me?
    As a PR practitioner, I often participate in planning meetings where brands discuss their Hispanic marketing plans and target audience. The group is often comprised of adults 25 - 44 who are bilingual and bicultural, reside in the Sun Belt states, are tech-savvy and earn an average income of $69,000. I can't help but see my picture in that profile. I'm a mid-30s mother and wife, Miami resident, and although I was born in Mexico City, moving to San Diego at the age of 10 helped me acculturate to American lifestyles. Considering I'm the target for many brands, I thought ...
  • The Juices Of Life
    I was visiting my local grocery store, Sun Fresh Markets by Minyards, in Dallas this week. Think of the format as Minyards trying its best to look like the cool kid on the block (Whole Foods), but as hard as it tries, it's still not the real McCoy. They have a nice logo with a sun on it and the word "fresh" in the banner, yet they still sell Sunny Delight.
  • 5 Reasons Brands Should Use Facebook Instant Articles To Engage With U.S. Hispanics
    Last month, Facebook announced that on April 12, they will be "opening up the Instant Articles program to all publishers-of any size, anywhere in the world." Yes, this means that brands can now leverage Facebook Instant Articles to engage with consumers.
  • To Reach The Digital Hispanic Today, You Need A Variety Of Content And Voices
    It surprises me how often clients believe that marketing strategies to the reach the Hispanic consumer should be exclusively in Spanish or distributed on Spanish-language media outlets. They seem to be unaware that more than 60% of growth in the Hispanic market comes from U.S. births, or that 33.2 million Hispanics over the age of five (68%) now speak English proficiently, as verified by Pew Research Center. While many marketers today understand, and are very interested in the opportunity that Hispanics with $1.5 billion in buying power represent, they naively expect a solution that is talla unica (one-size-fits-all).
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