• ENGAGE:HISPANICS
    The Obsolete Hispanic Ad Agency
    A MediaPost op-ed by Luciana Gomez ignited a conversation within the Hispanic marketing industry regarding the relevance of Hispanic ad agencies. Gomez's piece opined that Hispanic agencies are experiencing stunted growth for a number of reasons. They are underpaying talent, have low client budgets, they need to work within pre-existing "general market" campaign structures, have an over-emphasis on Spanish TV, and stale insights. These agencies only have control of three of these issues.
  • ENGAGE:HISPANICS
    Narrowing The Gap Between Shopper And Brand Objectives With A Bottom-Up Approach
    An all-too-common challenge for marketers is significant disconnect between objectives (and budget allocation) for generating brand awareness and driving sales. The good news is, marketers who look beyond more traditional campaigns are finding ways to effectively accomplish both - including Amy Colella, VP of marketing communications at The Padilla Group. Seeking crossover appeal for Padilla Foods' El Yucateco hot sauce line, Colella turned to influencer campaigns to drive interest among a diverse U.S. audience.
  • ENGAGE:HISPANICS
    Using Data To Understand Online Behaviors Of U.S. Hispanics
    It's no secret that the advertising business is being revolutionized by data and technology. However, data is not just a matter of gathering information. The real opportunity is how you correlate, integrate, interpret, and most importantly, how you can use this intelligence to deliver relevant content to your desired audience.
  • ENGAGE:HISPANICS
    Cultural Relevance Will Be Key To Connecting With Hispanics Via VR
    Pokemon Go is the fastest mobile game to reach 10 million downloads. It's official: Augmented and virtual reality is the new frontier. Every time I am out and about and see an increasing number of people staggering around with their eyes glued to their phones, I find myself thinking about the marketing opportunities this new technology represents, especially for U.S. Hispanics.
  • ENGAGE:HISPANICS
    3 Reasons Gen Z Will Disrupt Multicultural Marketing Models
    Gen Z is a wholly unique generation and carving their own path as we see on our latest research initiative, We Are Gen Z, a collaboration between our research agency and Sensis. They are the largest, most ethnically diverse generational cohort the U.S. has ever seen. With Gen Z representing 26% of the population at 83 million strong, Gen Z will be reshaping multicultural marketing as we know it.