McCann's MRM Worldwide Partners With MSN Latino
- by Gavin O'Malley @mp_gavin, January 9, 2008
With the partnership, MSN Latino becomes the first organization to tap into the agency's new practice specifically designed to target this consumer demographic.
MRM Worldwide--the global, digital and direct-marketing arm of McCann Worldgroup--is tailor-made for the task of targeting second-generation Hispanics, according to Maria Lopez-Knowles, a senior vice president and group account director at MRM who is leading the new practice.
"A key to this market is that we're more open to direct marketing, whether by mail or email," said, Lopez-Knowles, herself a U.S.-based second-generation Hispanic.
Another key initial finding is the importance of one-to-one marketing, and cultural relevance in effectively influencing this group's brand preferences.
The growing influence of this demographic is clear. According to the 2000 U.S. Census, U.S.-born Hispanics will comprise about 70% of the total U.S. Hispanic population by 2020, by which time Hispanics will make up over 35% of the total U.S. population.
Yet, to date no brand client developed a successful strategy for reaching this demographic, according to Lopez-Knowles.
"There's been some headway with the younger generation, but not with older demographics," she said.
In support of the new discipline, MRM Worldwide and MSN conducted quantitative research along with qualitative on both the first-generation Hispanic population in the United States, and the children of those immigrants--the second-generation.
The result it that with MRM's help, MSN Latino will provide advertisers with multiple creative and analytics packages to optimize their campaign performance.
Added Lopez-Knowles: "Behavioral targeting, geo-targeting, contextual targeting and registration-based targeting are some of the ways that marketers can now minimize waste and augment efficiency when reaching this audience."
