Who Is Gen Z?

While specialists and experts are still discussing the top age of the Generation Z population—some say it starts in the mid 1990s and goes to the present day, while others say from the mid 2000s to the present day—they all agree that this is the most diverse generation in the history of United States. According to a recent article published by Ad Age, GenZ currently looks like this: 55% are Caucasian 24% are Hispanic 14% are African-American 4% are Asian Besides being the most multicultural generation, GenZers are currently the biggest demographic group, representing 25.9% of the U.S. population, meaning…

Mobile Marketing to Hispanic Millennials

Hispanic Millennials feel naked without their phones. That’s what iab found out in an ethnographic study that they conducted. More importantly, Hispanic Millennials are more open to mobile advertising if they’re interested in the content and if they’ve opted in to the advertiser. For more on this finding and more, here’s the topline to this iab report.  

Why Hispanics Are the Stars at the Theaters

  Post CinemaCon 2015, the largest gathering of movie theater owners from around the world, many theater owners were able to not only learn about new technologies and films, but about new opportunities to drive business further, including who their most avid moviegoers were: Hispanics. Growing up in hot and humid Houston, summer was always a time where I yearned to escape the heat. Going to the movies was always high on my list of things to do. Apparently, I share similar behavior with Hispanics all over America. Whether we have the same driver of behavior is another discussion. Hispanics…

How We Learn

  When I’m not working for my clients, I’m working for my students.  For the past 4 years, I’ve been an adjunct professor at CUNY Baruch College in NYC.  As a rookie teacher with no prior experience or training of any kind, I had to create my own syllabus and lesson plans.  I had to fly the plane while building it. But I knew that, based on my own educational experience, I learned best by applying the concepts to real-life examples. It always provided the greatest level of understanding. Little had I known then, but I was applying a proven theory: Benjamin Bloom’s Taxonomy. Bloom’s…

Sobremesa

A culture’s sense of time is based on how that culture views the past, present and future. The United States has a very different sense of time compared to other countries that instead practice more of a “Sobremesa mentality.” While some see time as a holder of endless possibilities, others tend to fear it since time cannot be slowed down, stopped or turned back. Then there are others who adopt the “sobremesa” way of thinking. The word sobremesa literally means “over the table,” but culturally it means the leisure time after we have finished eating but before we get up from the table – it’s…

Getting More Intimate With Women

  “Most women feel more comfortable talking about sex than about money.” This was one of the most important insights we heard during the panel Turning Tough Topics into Trending Topics at the 11th edition of the Marketing to Women – M2W (Chicago, April 2015). The panel led by Diana Littman Paige, EVP of Consumer Lifestyle & Health at our sister agency Marina Maher Communications, had two very distinctive brands–KY from Reckitt Benckiser and Fidelity Investments–discussing how to build “meaningful relationships that educate, foster conversations and turn brands into friends that she wants to introduce to all of her other friends.” According…

The Importance of Hispanic Millennials

  We’ve said it tons of times, but we’ll say it again: you can’t ignore Hispanics in your marketing strategy. And it’s not just us saying it—IAB just published an article on 8 things all marketers should know about U.S. Hispanics. Plus we don’t mind that they quoted our book on the same topic, 1+1=3. As the Millennial Generation moves into the mainstream, so do multiculturals, with a large proportion of them being Hispanic. Here are the key ideas to takeaway from their article: Multiculturals rule the Millennial generation Authenticity is key Culture beats language 23% of U.S. births are…

Mother’s Day in Spanish

  If you still have questions about the relevance of Mother’s Day celebration for U.S. Hispanics, this might be the ultimate answer for you. According to an article published today by Fusion, the term “Madres” was trending yesterday on Twitter and was, at some point, the second most tweeted-about topic in the U.S. “While only about 20 percent of American adults use Twitter at all, the social-media site can still be viewed as a barometer for what our nation is thinking and saying—or, in the case of “Madres,” what language its population is speaking,” says the article signed by John Walker. Well…

Play Ball!

Who knew that the movie “The Sandlot” – celebrating 22 years this month – was way ahead of its time? You see how the main character and the team’s best baseball player, Benny “The Jet” Rodriguez, is Latino. I love that movie. But I had never thought about it in that cultural context. While the 2015 demographic MLB Opening Day breakdown has yet to be released, 2014 provides an illustration of how diverse MLB is: “The Dominican Republic again leads the Major Leagues with 83 players born outside the United States. Venezuela ranks second with 59 players, marking its fourth-highest total…

What Motivates?

“Creating a meaning, in life and in advertising, is what motivates.” – Ciro Sarmiento. Check out the full LatinSpots interview with Executive Creative Director Ciro Sarmiento and Chief Creative Officer Paco Olavarrieta here.