• ENGAGE:HISPANICS
    Unlocking Latino Wealth
    We have all heard the statistics of the huge $1.5 trillion Latino buying power but seldom do we hear or talk about Latino wealth creation. In my book, wealth is a more important long-term indicator than buying power as it is a measure of the long-term progress, well-being and freedom of a community. After all, a wealthier Latino community would have even higher levels of buying power.
  • ENGAGE:HISPANICS
    The Debate Over 'Total Market' And Multicultural Marketing
    Last month, a debate broke out online between Jeffrey Bowman of Reframe: The Brand and the Association of Hispanic Advertising Agencies over the relevance of total market vs. multicultural marketing.
  • ENGAGE:HISPANICS
    Shoot And Score With Your World Cup Marketing Strategy
    Clients have started thinking about 2018, even though 2017 only just started. I know it seems crazy, but keep in mind, national retail and promotional partnerships require significant lead time. Meaning, as a marketer, if you want to do a promotion around next year's big soccer tournament, you need to start thinking about it today. Yes, I'm referring to the World Cup. We are about 15 months away from Russia 2018, with soccer qualifiers and lead-up tournaments already in the works.
  • ENGAGE:HISPANICS
    Will Snapchat Kill Spanish-language TV?
    Earlier this month, Snapchat went public in the biggest tech IPO since 2014, raising $3.4 billion to advance its vision to "empower people to express themselves, live in the moment, learn about the world and have fun together."
  • ENGAGE:HISPANICS
    Should Affluent Hispanics Be Considered General Market?
    Multicultural marketing has created a marketing economy based on segmenting the population by ethnicity. While ethnicity segmentation has worked for the past several decades, as I pointed out in an earlier column, that foundation is starting to crack. Our industry is experiencing a paradigm shift. As we attempt to make sense of this existential crisis of marketing models, we should consider how we segment and why.