• ENGAGE:HISPANICS
    Goodbye, Don Francisco; Hello, 'The Root': Cultural Awakening Of U.S. Hispanic America
    Within a matter of 30 days, Univision made two sweeping changes to a cultural institution in the United States; they cancelled one of the longest running shows on television, ""Sabado Gigante," and purchased the largest online website for African-Americans, "The Root."
  • ENGAGE:HISPANICS
    The Bird In The Hand
    I can already hear the movie trailer in my mind "In a world...with limited metrics and people with a passion for Hispanic marketing, the black-hole discussion of acculturation is threatening to take over the conversation, eliminate budgets and destroy the world of Hispanic marketing. Evil clients pressure a Hispanic marketeer for answers: who should I target?! Biculturals?!Ambiculturals?! Unaculturated?! Caught between a rock and a hard place...what's a marketeer to do?"
  • ENGAGE:HISPANICS
    Using Spanish Content To Give Your English Content Marketing More Legs
    If you have any experience marketing to U.S. Hispanics, you are likely familiar with back translation: translating consumer-facing Spanish content into English so that non-Spanish speakers, such as your legal team, can review and approve it. Recently, we have seen a huge spike in Hispanic content marketing - and, along with that, an increase in back translations as more and more Spanish content needs to be approved by English speakers. Chances are that the approval process is the end of the road for that back-translated English content, since it's not typically intended to see the light of day. But it ...
  • ENGAGE:HISPANICS
    Moving Multicultural Out of The Silos
    Corporate America is increasingly undertaking enterprise-level initiatives to move multicultural market considerations from a segment-driven consideration into their core business operations. Market realities are driving this trend: the growth of multicultural populations, their spending power and the projections they will drive a majority of market growth in many industries. A glimpse at the demographic profile of the coveted Millennial population brings this market imperative into focus: Hispanics, African-Americans and Asians make up 41% of all Millennials in the U.S.