The Growth of Hispanic Influence

Over the past few years, we have grown accustomed to hearing about the power of the Hispanic vote here in the States.  Politicians are seen and heard talking about paths to citizenship and other subjects to rally votes. With media outlets paying the same close attention to the strength and power of the Hispanic vote, it is easy to understand the reaction and coverage of statements made by Donald Trump when he officially announced that he was joining the race for President of the United States. The interesting effect is the support for Hispanics by those outside of the political…

Marketing to Hispanics with YouTube

By: Audrey Bell and Michael Devine, Brand Leadership With the constant technological advances of today’s world, it is especially difficult for brands to stay connected with consumers. This is why the majority of brands have created YouTube channels to show certain TV spots in addition to airing them on television. In fact, a new video is uploaded to YouTube by a brand every 18.5 minutes. This large influx of branded video content is being well received by consumers, with the monthly viewings of these videos from the top 100 brands on Youtube up 55 percent from last year. With its…

Marketing to Hispanics in the Auto Industry

By: Mary Guiterrez & Marissa Lopez Within the past few years, it’s been said the Hispanic-American population is supposed to grow indefinitely. According to Orlando Business Journal, the Hispanic population will increase by “1 million per year between 2015 and 2020.” More Hispanics means more sales among different industries. One industry that should be paying attention to this growth is the automotive industry. HIS Automotive Polk market says that, “Hispanics currently represent more than $44 billion dollars in new vehicles sales.” More often than not, Hispanic households tend to be larger than non-Hispanic households, and some still have Hispanic millennials…

Why Your Brand Can’t Take Vacations From Reaching Out To The Hispanic Consumer

Summer time and kids out of school are synonymous with family vacations. And a new study shows that U.S. Hispanics (USH) are spending more money overall than non-Hispanics when enjoying a break from work with their families. The research recently presented at the National Tour Association’s (NTA) Travel Exchange conference shows that USH spend around $2,400 on a vacation trip, 20% more than non-Hispanics. This difference is even higher, 30%, when comparing average spending per vacation by affluent Hispanics and affluent non-Hispanics. “Vacations for the U.S Hispanic and Latino consumers mean going out on a trip with the whole family,…

Cannes: Creatively Helping Brands Become Famous & Useful to the World

After one hectic week in the French Riviera – all the ceremonies, talks, networking and screenings – what matters most is what we can take home during the following 12 months. The winning work can teach us many things and lead the way as inspiring examples for creative excellence. But this creative excellence doesn’t rely only on the creative department. It takes strong, trustful relationships with clients, briefs with fresh approaches that frame down unique tensions and spark genius, and understanding – as a team – that the best added value we can offer as an idea factory is helping…

The Highly Influential Latina Mother

By: Audrey Bell, Brand Leadership In the scheme of the general market, it might be easy for advertisers to simply group all Hispanics in the same category. But let’s keep dividing a little further to separate the all-important Latina segment. According to Nielsen’s 2013 Latina Power Shift study, the percentage of Latinas in the total US female population is growing quickly and expected to comprise 30% of the total female population by the year 2060. While the purchasing power of Hispanics is estimated to be around $1.5 trillion, Latinas make around 86% of these purchase decisions. The reason these women…

Running Industry: Make Millennials (and Minorities) Dash to You

By: Rubén Terrazas, Copy Editor/Translator Running, as a sport and as an industry, seems to be indifferent to every demographic trend of the last decade. While it seems that everyone else in this country is aware that Millennials already surpassed Baby Boomers as far as total population goes and that as a group they are the most ethnically diverse since generations began to be grouped as such, running is an overwhelmingly white and middle-aged sport. In their bi-annual national surveys, Running USA, a non-profit focused on growing running as a sport both athletically and financially, pegs white participation in the sport at 90% in 2011…

Creators & Makers: Agencies as Product Producers

“If I were a client…” Agency peeps, let’s be honest. We’ve all uttered this phrase before. Sometimes in the spirit of collaboration, sometimes out of sheer frustration. It’s a phrase that is often succeeded by one or more versions of the following questions: “Why can’t they see what I see?” “Has their bureaucracy made them batty?” “Can it really be that hard?” Well, judging from the conversations at Cannes, more & more agencies are looking to answer these questions for themselves. They’re starting to become clients. Not full-time clients, but rather everyday ad people producing products within the walls of…

Cannes Lions Are Found in the Jungle and Not in the Zoo

I’ve never been to the jungle, but I’ve been told by those who have that you really haven’t seen a lion until you’ve seen one in the jungle. No surprise there. After all, the jungle is a lion’s natural habitat. Its natural context. And now advertisers are trying to find more natural contexts to reach people with their messaging. Where people really live their lives. With carefully considered placements that are more engaging and stimulating. Sweet spots where & when people can be most impacted to think and act differently. The Media Lions at Cannes are designed to reward exactly such efforts. And the…