Luciana Gomez

Articles by Luciana All articles by Luciana

• Leadership In A Tough Time in Marketing Insider on 04/01/2020
  

  A pep talk on how to navigate the changes. For example, It's OK to show vulnerability.

• Why Hispanic Agencies Are Fading in MAD on 05/26/2016
  

  Hispanics represent the fastest growing population segment in the country, a huge and growing buying power, with an undeniable over-indexing of numbers in multiple categories. The power and magnitude of this group makes success in any field requiring consumer support virtually impossible if not engaged appropriately. Yet, while the need to market to Hispanics increases the appeal for Hispanic marketing agencies is declining.

Comments by Luciana All comments by Luciana

• Why Hispanic Agencies Are Fading by Luciana Gomez (MAD on 05/26/2016)
  

  Thanks for your feedback, Anna. Yes. For a long time, it was thought that what defined this market was language. If you speak Spanish, you can do Hispanic work. It takes time to truly understand this segment and the approach needs to be unique.

• Why Hispanic Agencies Are Fading by Luciana Gomez (MAD on 05/26/2016)
  

  Very true, Oscar. I agree. Specialized talent is still under-estimated, whether they are an independent Hispanic agency or part of a group. This needs to change. Thanks for your feedback.

• Why Hispanic Agencies Are Fading by Luciana Gomez (MAD on 05/26/2016)
  

  Dirty secrets indeed. I am confident we can change this though. It is entirely up to us. Thanks for your feedback, Tony.

• Why Hispanic Agencies Are Fading by Luciana Gomez (MAD on 05/26/2016)
  

  Thank you, Stu. You are right. Measurement has always been a hurdle for the progress of this market. Years ago, we did not have proper data to track our efforts. Now that we do, the blurred lines between segments that you point out make it difficult to attribute success to specific initiatives. Maybe it is time we rethink the way we see the market and focus on collaboration toward the same common goal vs. fighting for shrinking budgets.

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