Hispanic Fact Pack 2009
As Lines Continue to Blur, Some of Today's Top Hispanic Shops Aren'...
NEW YORK (AdAge.com) -- Agencies are trampling the traditional boundaries between general-market and multicultural accounts to win business in a tough economy. Enough, in fact, that seven of the shops in Ad Age's ranking of the top 50 U.S. Hispanic agencies this year aren't primarily Latino shops.
The changes are coming swiftly enough that four of the seven agencies this year are new to the ranking, which appears in Ad Age's sixth-annual Hispanic Fact Pack, published today. Five non-Hispanic agencies that appeared on last year's list have dropped off.
NEW YORK (AdAge.com) -- Agencies are trampling the traditional boundaries between general-market and multicultural accounts to win business in a tough economy. Enough, in fact, that seven of the shops in Ad Age's ranking of the top 50 U.S. Hispanic agencies this year aren't primarily Latino shops.
The changes are coming swiftly enough that four of the seven agencies this year are new to the ranking, which appears in Ad Age's sixth-annual Hispanic Fact Pack, published today. Five non-Hispanic agencies that appeared on last year's list have dropped off.
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HispFP2009.pdf, 2.7 MB
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Replies to This Discussion
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Permalink Reply by czerc1 on -
Non-Hispanic shops at the top? Seems to me that talent recruited from outside the U.S. will have to "Americanize" their creative angles sooner than expected to effectively reach English-dominant Hispanics. I'm just sayin'
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Permalink Reply by Matt Reyes on -
Agreed. I've been saying this for a while now. For some odd reason, English-dominant Hispanics have been ignored in Hispanic (and general market) marketing.
The best work I've seen is coming from Dr Pepper and McDonald's
czerc1 said:Non-Hispanic shops at the top? Seems to me that talent recruited from outside the U.S. will have to "Americanize" their creative angles sooner than expected to effectively reach English-dominant Hispanics. I'm just sayin'
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Permalink Reply by czerc1 on
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Based on what I've heard from some clients, they believe that General Market efforts will "reach and connect" with English-dominant Hispanics automatically simply because of the language. For some product categories, I can see this happening. In others, the message must go beyond the language and resonate culturally either in images or tone or even choice of medium.
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Permalink Reply by Matt Reyes on
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Or, by even just including them in GM ads. It doesn't even have to be en español. This article gave me a view into the future:
http://www.newgeography.com/content/00137-millennials-key-post-ethn...
czerc1 said:Based on what I've heard from some clients, they believe that General Market efforts will "reach and connect" with English-dominant Hispanics automatically simply because of the language. For some product categories, I can see this happening. In others, the message must go beyond the language and resonate culturally either in images or tone or even choice of medium.
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Permalink Reply by Synbad on -
General Market will never reach 100% of English Speaking Latinos because they don't show "US" in the commercials. Gringos & Latinos watch the same television shows and the same commercials yet Latinos aren't represented in these shows or commercials.
Advertisers & Corporate America need to open their eyes and make "General Market" more diverse and not "White" only.
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Permalink Reply by Matt Reyes on
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Did you see the PBS documentary Brown is the New Green (documentary with @GeorgeLopez)? He made the same argument about Hispanic media creating a "cultural other" when, in fact, we are more integrated than what TV shows.
I spoke with the Director Phillip Rodriguez on a panel when he came to Austin.
We need to make sure we all are active on Twitter so that we show a communal force and integration!
Synbad said:General Market will never reach 100% of English Speaking Latinos because they don't show "US" in the commercials. Gringos & Latinos watch the same television shows and the same commercials yet Latinos aren't represented in these shows or commercials.
Advertisers & Corporate America need to open their eyes and make "General Market" more diverse and not "White" only.
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