• ENGAGE:HISPANICS
    You Want Me To Fit WHAT Into 30 Seconds?
    The jury may still be out on whether advertising to Hispanics is more effective in Spanish or by simply including some "brown" faces in general-market spots. As both an audio mixer/creative director and a voiceover talent, I've worked on a broad spectrum of commercials, the effectiveness of which isn't a matter of them simply being in English or in Spanish. It seems that, due to globalization, things are more complex now. We not only have to deal with language issues, but also with the nuances of the expressions and accent from each country of origin.
  • ENGAGE:HISPANICS
    'Sell' In Both Languages To Account For Biases
    Two Harvard professors published an interesting study a while back in the Journal of Experimental Social Psychology on how bilingual people perceive the world, and the role language plays in that perception. It is a fascinating look at how language actually shapes our preferences and the notion that bilinguals can actually have a different set of preferences or biases depending on what language they're asked in. The winning quote of the article was "it's like asking your friend if he likes ice cream in English, and then turning around and asking him again in French and getting a different answer."
  • ENGAGE:HISPANICS
    Why Spanish Will Always Be Critical For Reaching This Demographic Online
    Back in 2011, I wrote a piece outlining "5 Reasons for Using Spanish to Reach Hispanics Online" and thought I would revisit the topic after reading this post that argues that digital marketers should "de-emphasize" the use of Spanish for reaching Hispanics online.
  • ENGAGE:HISPANICS
    How Digital Is Changing This Market
    It's hard to find anyone who doesn't agree that Hispanics are one of the most digitally connected demographic groups in the U.S. We've all seen the data - Hispanics over-index in the adoption of technology, and in the consumption of Web, mobile and social media. I believe all of it. I see it all around me. Hispanics of all stripes - from older recent immigrants to younger acculturated third-plus generation - are embracing digital media as a part of their everyday lives. They are using 3G and 4G smartphones to go online. They are avid Facebook users. They are consuming ...