• ENGAGE:HISPANICS
    Earn High Marks: Consumer Back-to-School Shopping Insights
    Pack up the flip-flops and deflate the floaties. Kids are heading back to school. And if most of them are like my daughter, it's all about what you wear and how you wear it.
  • ENGAGE:HISPANICS
    Selling-In The Hispanic Shopper Program
    In the shopper marketing business, much revolves around the "sell-in."
  • ENGAGE:HISPANICS
    What Navarro Pharmacy Can Teach CVS
    With an eye on strengthening CVS's position in the Hispanic marketplace, the company recently announced plans to acquire Navarro Discount Pharmacies, the largest Hispanic-owned drugstore chain in the U.S. With over 50 years of experience serving the Hispanic community in South Florida, there's a lot a successful local chain can teach the national giant on marketing to Latinos. This recollection of my first visit to a Navarro drugstore explains much of their success.
  • ENGAGE:HISPANICS
    Marketers Are Still Not Investing Enough In Digital Media
    Every year around this time I am excited to analyze the Advertising Age Hispanic Fact Pack from a digital perspective. Every year I am optimistic that marketers will finally realize that U.S. Hispanics spend most of their time consuming digital media and allocate their marketing budgets accordingly.
  • ENGAGE:HISPANICS
    Two Models for Two Hispanic Markets
    Two of the hottest topics in Hispanic marketing in 2014 have been the "Total Market Approach" and Hispanic Millennials. The emergence of the Total Market Approach in the last couple of years has kicked off a heated debate in the marketing industry around which marketing model makes the most sense.
  • ENGAGE:HISPANICS
    How To Win The Hearts And Minds Of U.S. Latinos And Latinas
    Since I emigrated from Mexico City in 1997, I have lived in the United States. I made the United States my home; I became an American and had my children here. I have found the opportunity I was seeking when I came to this country with a dream. I have been very fortunate to have had terrific educational and career opportunities in the United States. Throughout my life here and more recently through my own podcast, I have come across more and more Latinos and Latinas who are having a tremendous impact on our country in business, technology, culture, education, ...