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'
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.
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.