This docu-series explores Latino identity in America and abroad. It takes you through the historical and social consequences of colonization and the complexities of identity among Latinos. Latinos as well as any African-descended people to anyone looking to learn more about the complexities of Latino identification. Read the rest of this entry »
‘Negro: A Docu-Series on Latino Identity.’
November 23, 2011
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Posted by HispanicPro
Inside P&G’s “Orgullosa” Movement to Celebrate Latinas
November 21, 2011
By Lili Gil, Media Contributor & Managing Partner, XL Alliance
November 21, 2011- Ever wondered what makes Latinas so unique and memorable? With a majority bicultural-bilingual audience of women in the U.S., Latinas today display a unique fabric of traditional and conservative values combined with the spice of beauty and fearless attitude that make them stand out from the pack. This is why they are proud and no longer afraid to visibly share who they are and what they stand for in life, they are “Orgullosas”. Read the rest of this entry »
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Silo Blowing.
November 17, 2011
By David R. Morse – President and CEO / New American Dimensions, LLC.
Blowing up multicultural silos seems to be the esprit du temps, or at least the theme of the last ANA Multicultural Marketing and Diversity Conference. Leverage your common multicultural insights across different consumer groups. Realize economies of scale. Develop marketing communications that appeal to multiple multicultural segments at the same time. Reflect in your organization the new mainstream and the demise of the so-called “general market.” Read the rest of this entry »
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US Hispanics more Receptive to Ads
November 10, 2011
Marketers know that it is smart to target US Hispanics. The nation’s fastest-growing minority group, Hispanics wielded over $1.02 trillion dollars in purchasing power in 2010, and will spend $1.48 trillion in 2015, according to data from the Selig Center for Economic Growth at the University of Georgia’s Terry College of Business. Read the rest of this entry »
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Structure, Planning Yield Strong ROI For P&G
November 9, 2011
Speaking Tuesday at the ANA Multicultural Marketing & Diversity Conference in Miami Beach, Procter & Gamble Co. senior marketing manager Ida Chacón and Univision Communications senior vice president of brand solutions Graciela Eleta shared multiple cases studies that demonstrated the effectiveness of research, organizational structure and strategic planning when engaging Latino consumers through marketing opportunities. Read the rest of this entry »
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Wal-Mart On Multicultural Dollars: Destroy The Silo
November 9, 2011
Companies that seek to build relationship with Hispanic, Asian and African-American consumers should take their multicultural budget out of a silo and push it out to all of the company’s business units. That’s what Walmart Stores has done and what its senior vice president of brand marketing and advertising, Tony Rogers, advised. Speaking Tuesday at the ANA Multicultural Marketing & Diversity Conference in Miami Beach, Rogers believes such actions will force behaviors throughout all of a company’s divisions to change for the better, with all on the same page with respect to understanding the multicultural consumer. Read the rest of this entry »
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Relevancy at its Best: Vitamin brand Bedoyecta Not Afraid of Day of the Dead
November 1, 2011
By Lili Gil, Managing Partner XL & Media Contributor
Almost with precise foresight, Valeant Pharmaceutical’s vitamin B brand Bedoyecta got ahead of AdAge and its Halloween piece on the Day of the Dead (Día de los Muertos) as a prime opportunity for marketers. While marketers may shy away from the holiday due to its scary name or lack of understanding Bedoyecta launched a Day of the Dead focused program on Halloween. For Bedoyecta, the festival presents a key differentiation to connect at a unique level of relevancy standing out from popular Halloween, fall and other pre-thanksgiving themes that make October and November a cluttered communication season. Read the rest of this entry »
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Creative That Wins.
October 29, 2011
By: Kathy Whitlock, Vice President of Agency Development at Univision Communications Inc.
On October 26, Univision and Millward Brown presented a webinar in the “Hispanic 411: Insights to Grow Your Business” series that showcased creative that works. Led by myself and David Burgos, vice president at Millward Brown and co-author of “Marketing to the New Majority: Strategies for a Diverse World,” the goal of the interactive session was to help marketers and agency professionals develop creative that engages Hispanics. Read the rest of this entry »
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Hispanic 411 Webinar: Creative that Works
October 18, 2011
By: Lisa McCarthy, Executive Vice President of Client Development Group at Univision Communications Inc.
Whether you’re a client-side marketer or agency professional developing your Hispanic strategy, the question always comes up: “What creative will work hardest to engage my Hispanic consumer?” Read the rest of this entry »
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Multicultural Is the Wave of the Future.
September 17, 2011
By Stephen Palacios – Cheskin
At the fictional Sterling Cooper ad agency in “Mad Men,” Pete Campbell urges a client to “take a look at the Negro market.” In the TV show the year is 1961. It’s a reminder that the push to understand and target consumers on the basis of their ethnic identity goes back decades. Read the rest of this entry »
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Multicultural Advertising, a new concept for The Hispanic Market?
July 28, 2011
Before we can talk about multiple instances of it, we need to define what “culture is.” From the latin word colere, meaning “to cultivate,” the term has seen many different incarnations throughout time. Alfred Kroeber and Clyde Kluckhohln compiled 164 definitions of “culture” in 1952 in Culture: A Critical Review of Concepts and Definitions. Read the rest of this entry »
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Where Do We Go From Here?
July 27, 2011
Last week I wrote a blog for Ad Age exploring the implications of the Pew Hispanic Center’s announcement that the growth in the U.S. Hispanic population will be — and has been for the last ten years — mostly driven by those born in the United States. They are what David Chitel calls “Next Generation Latinos.” It is they and their children who will generate the exponential growth that we all talk about. Read the rest of this entry »
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50% of Latinos between the ages of 14-34 seek Bilingual/Bicultural content.
June 22, 2011
Tr3s: MTV, Música y Más unveils research findings from The Maximo Report, a new study co-sponsored by Tr3s, and conducted by Motivo Insights, LLC and the New Generation Latino Consortium (NGLC) that uncovers key insights into the growing young, bicultural Latino. The report is the first-of-its-kind conducted with this demographic, combining both quantitative and qualitative methodologies with 14-34 year old Latinos, both U.S. and foreign-borns that have lived in the U.S. for 15 years or more. Key findings will be unveiled in the coming weeks to reveal the role of media, entertainment, digital media and marketing & advertising in their US Latino lives. Additional areas explored in the research include the content this group consumes as well as language preferences based on their acculturation. Read the rest of this entry »
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Golden age of the digitally empowered consumer.
June 15, 2011
It’s the golden age of the empowered consumer, with the demand for digital experiences increasing and becoming the norm, according to the latest Global Entertainment & Media Outlook 2011-2015 from PwC. In many markets the Entertainment & Media (E&M) industry emerging from the recession has been profoundly changed as the ongoing consumer migration to digital has accelerated due largely to the device revolution. Read the rest of this entry »
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ANA Welcomes Entries for 11th Annual Multicultural Excellence Awards
June 11, 2011
The ANA (Association of National Advertisers) is now accepting entries for its 11th annual Multicultural Excellence Awards. The awards recognize marketers and their agencies for their work in producing superior multicultural advertising and marketing campaigns. Read the rest of this entry »
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Five Reasons for Using Spanish to Reach Hispanics Online.
June 9, 2011
by Lee Vann / Captura group
The release of the 2010 Census has re-ignited the debate about which language is best for reaching US Hispanics. With US born Hispanics now outnumbering foreign born Hispanics, the voices of proponents of using English are growing louder. Where do I stand in this debate, well it’s quite simple: Figure out the language preference of your target audience and use that language, be it English or Spanish. Read the rest of this entry »
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Leading the Future of Electronics in the Multicultural Marketplace.
June 9, 2011
By Felipe Korzenny, Ph.D.
Our Spring 2011 national online multicultural consumer data shows that Latinos and other emerging minorities are not only leading in online presence with blogs and websites, but also in their use of gadgets that reflect the future of communications. Read the rest of this entry »
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Coca-Cola turns a traffic jam into an outdoor cinema.
June 4, 2011
As infrastructure gets overtaxed, traffic jams are an increasingly anxiety-inducing feature of modern urban life. Recently, Coca-Cola set about to “transform long faces into happy faces” for drivers in standstill traffic in Bogotá, Colombia. The street became an outdoor cinema, with a big screen set up roadside (drivers could tune in to the soundtrack on their car radios) and workers dressed as old-fashioned cinema attendants delivering popcorn and Cokes to cars. Coca-Cola has made these types of fun surprises a habit in its “Happiness” campaign, most recently with the “happiness machine on wheels” delivery truck, handing out free beverages in poor neighborhoods. Read the rest of this entry »
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Posted by HispanicPro
2010 Census shows Nation’s Hispanic Population grew 4X faster than U.S. Population
May 27, 2011
The U.S. Census Bureau released a 2010 Census brief on the nation’s Hispanic population, which shows the Hispanic population increased by 15.2 million between 2000 and 2010 and accounted for more than half of the total U.S. population increase of 27.3 million. Between 2000 and 2010, the Hispanic population grew by 43 percent, or four times the nation’s 9.7 percent growth rate. Read the rest of this entry »
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U.S. Hispanic Country of Origin Counts for Nation – - Top 30 Metropolitan Areas.
May 26, 2011
Hispanics of Mexican, Puerto Rican, and Cuban origin or descent remain the nation’s three largest Hispanic country-of-origin groups, according to the 2010 U.S. Census. However, while the relative position of these three groups has remained unchanged since 2000, the next four Hispanic sub-groups grew faster during the decade. Read the rest of this entry »
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