Aldo Quevedo is principal/creative director for LERMA/
A decorated creative, Quevedo has been recognized internationally for his work, including being the first Mexican to win a Cannes Lion and the Grand Award at the New York Festivals. He also was inducted into the American Advertising Federation’s Hall of Achievement®.
- When The Scale Tips, What Side Will You Be On? in
Engage:Hispanics on
04/21/2015
For decades, Hispanic marketers have pled the case for increased Hispanic investment. Together, we trudged through the muck of Hispanic 101, when all brands wanted to do was use Spanish-language
versions of their existing advertising, when Hispanic PR was an afterthought. Digital? Well, that was just a Spanish-language translation of an existing web site.
- Why The Future of Advertising Is Cross-Cultural
by
Jose Villa
(Engage:Hispanics on
02/06/2014)
Thank you for this thoughtful piece, Jose. You raise some excellent points! To that end, AHAA: The Voice of Hispanic Marketing is currently collaborating with various ethnic and general market marketing associations to seek alignment on a Total Market definition and criteria, both from an agency and client perspective. AHAA’s TM Benchmark surveylast Fall sheds light on the confusion perceived in the marketplace. Our preliminary findings reveal there are multiple definitions and a variety of approaches, but a few elements remain true: All agree that a “total market strategy” should be inclusive of White Non-Multicultural, Hispanic, African American, Asian American and LGBT. It needs to be reflective of the multicultural impact on America’s new mainstream culture with cultural cues across multiple ethnicities and diverse talent, while also drawing upon universal truths that can span across segments. We hope to unveil an industry definition for 'total market' with best practices to demonstrate the most effective way of executing it at our annual conference in Miami this April. We hope you will form part of the conversation – your input is extremely valuable to us!
Aldo Quevedo
Chair of AHAA