LatinWorks featured in “The New Mad Men“
an episode of America by the Numbers PBS show.
Latinos, with a buying power of $1.2 trillion, are at the heart of this new consumer focus. Click here to watch the full episode and see how LatinWorks is helping clients speak to the multicultural millennial market.
To view current opportunities please click the link below. To be considered for a position, all applicants must complete the application process in its entirety.
LatinWorks offers exceptional benefits and perks, including medical, dental, vision, matching 401k, paid time off, and wellness programs, to name a few. LatinWorks is an equal employment opportunity employer and shall make all employment-related decisions without regard to race, color, national origin, religion, age, sex, disability, military status, genetic information, and/or any other status or condition protected by law, except where a bona fide occupational qualification exists.
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LatinWorks Snickers spot wins
Adweek’s Ad of the Week.
In an effort to reach the U.S. Hispanic market during the peak purchasing season of Halloween and expanding the “You are not you when you are hungry” campaign, LatinWorks and Snickers developed “Twisted” to present the traditional Snickers transformation story to a sometimes overlooked candy consumer, mothers, with a universal humorous truth: kids’ parties can be tough, but being hungry during one of them is downright scary. Well-received by the public, without any promotion or paid support outside of running on Spanish-language TV, “Twisted” became Ad of the Week from AdWeek and was featured as a winning commercial on Fast Company’s creative branch, Co-Create. This publicity is truly a modern multicultural win none of these publications mention language as a barrier in appreciating the work. Sometimes, funny is just funny- in any language.  Read More
LatinWorks tapped to help
Starbucks reach U.S. Hispanics.
LatinWorks was recently awarded the opportunity to expand Starbucks brand success with U.S. Hispanics for the Frappuccino products, for both the ready-to-drink bottle, and café varieties. This represents an exciting expansion of our responsibilities with the PepsiCo brand portfolio and one where we will have the opportunity to lead the first Hispanic marketing initiative for the brand. We will be activating at a regional level, in California and Texas, across multiple media touch points.
Pharmaceutical giant Genentech has tapped LatinWorks to lead creative and strategic duties on their brand Actemra. Actemra is a medicine for rheumatoid arthritis, a growing affliction among minorities. The opportunities and challenges within the market abound and the client needed a partner with recognized creative capabilities and pharmaceutical experience. LatinWorks will leverage their cultural branding expertise to develop an innovative campaign that will be in market in 2015.
led a revolutionary panel at Cannes, where LatinWorks also picked up another Lion.
During the Cannes Lions International Festival of Creativity, Sergio Alcocer led a unique panel discussion during which some of the most-awarded creatives in the world shared, for the first time, their worst work and what they have learned along the way. Sergio was joined on stage by three industry colleagues: Felix del Valle, Creative General Manager of Contrapunto, GugaKetzer, Partner & Chief Creative Officer of Loducca, and Nicolás Pimentel, Innovation Director of Castro Buenos Aires. The panelists proved that even the biggest creative geniuses in the world sometimes fail, but these mistakes play an important role in building a creative career.
named to Advertising Age’s 2014 “Women to Watch” list.
Recently, our very own SVP/Managing Director, Christy Kranik, was named to Ad Age’s “Women to Watch” list. Christy was one of 30 women honored. The list highlighted accomplished women who have made significant contributions to the marketing and advertising fields by breaking boundaries, spearheading innovation and pushing the limits of what is possible. Christy shared, “My goal is really to inspire women to stay on the ad-agency side of the business and show balance can be achieved along with continued success and upward mobility.”
A concert for the deaf? Oh yes, we did.
Holiday Game Book
Back to School
Viva Montejo: The epic Vocho road trip.
LatinWorks was tapped to create a strategic campaign that will introduce the Montejo Mexican beer to the U.S. market.
As the focal point of the campaign, LatinWorks introduced a fleet of “Vochos”- “Vocho” is an affectionate moniker given to the Volkswagen Beetle, and are an iconic vehicle, exclusive to the streets of Mexico City, which to this day, remain the enduring model for taxis. The Vochos were created to capture a unique Mexican cultural experience and transport it into the U.S. market providing the U.S. Latino consumer a way to reconnect with this icon from their home country, in a surprising and sharable way.
Take some time before you take the plunge.
Cine Las Americas
Man’s best friend deserves a seat.
Our job is to put the right tools in your hands.
LatinWorks creates "Head-turning" spot
Building the bond
What you need for the job.
Handmade Pan Pizza
Only U.S. Hispanic Agency
to Take Home a Cannes Lion
LatinWorks wins Silver for its Starburst Llama commercial.
A car ride turns into a smelly situation.
behind brand loyalty among Hispanics.
The subject of brand loyalty among Hispanics keeps coming up in conversations and articles, but I have found it to be usually addressed in a superficial way. I have been intrigued by this seemingly controversial subject as I’ve heard a diversity of things like “Hispanics are more passionate” or “Hispanics are genetically different”, but have not yet heard a convincing argument that explains what really goes on, so I’d figure I would come up with my own hypothesis.
ARE HISPANICS MORE LOYAL TO BRANDS?
Hispanics are unlikely to have a different loyalty gene which automatically leads to stronger brand loyalty. However, it is possible that they are in fact, more loyal to certain brands and/or categories, especially at certain stages of their acculturation process. The reason for this is not genetic and has little to do with how passionate Latinos are, but is rather based on how the human brain works.
Now, I’m not an expert in neuroscience, but working in marketing for so many years has forced me to understand a little bit about human behavior, so I dare to venture into this territory every once in a while.
THE SIMPLE SCIENCE BEHIND LOYALTY
Let me start by highlighting something obvious: loyalty is directly related to change. In fact, it is practically synonymous with “avoiding change”. As much as human beings are designed to evolve, they are also designed to cultivate homeostasis – a natural movement away from change. Just like our body temperature needs to be kept in check in order for our whole system to work properly, our mind also needs equilibrium and stability. This is really very useful to us as part of our defense mechanism, since it allows us to instantly trigger internal alarms when something is out of place. In other words, it helps us detect perceived errors or dangers in our surroundings or inside our own bodies.
It is quite fascinating, actually. We tend to get excited when we work solutions on our own and those solutions bring about change, especially if the change is perceived as positive. However, we tend to strongly reject change when we are told to do or are imposed something that is different from what we’re used to. We resist it, even if logic indicates that it should produce a positive outcome in our lives. Some may call it mere stubbornness, but it’s our survival mechanism in action.
Although we like to associate the subject of loyalty with touchy-feely-love-and-affection, the truth is that a huge part of it is just deeply related to how our brains are wired. Our instinct is controlled by the oldest part of our brain, thelimbic system, which is where our fear circuitry resides and is largely meant to protect us from danger. Thus, any change that makes us feel uncomfortable can be seen as a threat, causing us to instinctively adopt a defensive behavior.
WORKING MEMORY VS. CORE MEMORY
The interesting thing is that a part of the limbic system also acts as a deep memory center. When we see a new product on a supermarket shelf and rationally compare its benefits to a product we already use, our working memory in the prefrontal cortex takes the new information and matches it against the old. On the other hand, it is near the core of our brain where neural circuits of long-standing habits are formed and held. This area is invoked by familiar routine, like putting an often-purchased product into the shopping cart without consciously paying attention. This part of the brain requires less energy to function than the working memory does, so it doesn’t come as a surprise that we tend to prefer sticking to old behaviors. It saves energy.
TOO MUCH TO HANDLE
So why is this all important when it comes to the relationship that Hispanics have with brands?
I believe that foreigners who have come to live in the US not just Hispanics take a long time to actually feel completely comfortable in the environment. While their courage and resilience are highly evident, they still have fears, even after being in the country for a long time. Adaptation is not easy and individual circumstances can make it even harder. It’s not only the language, but the entire system. While they are willing to undergo a lot of changes, the process becomes energy draining for the mind and it is not surprising that they start clinging to the things they feel more comfortable with. This becomes even more dramatic if we take into consideration that the limbic system acts as a center of emotional memory – in other words, it connects emotions with experiences and stores them together. Some people may have these connections very deeply engrained from even before they moved, making change yet more difficult.
I was impressed by a recent study among Hispanic mothers that showed how brand loyalty tends to fade significantly as the degree of acculturation evolves. This made total sense to me. The more comfortable the person starts to feel with all the new stuff that’s around and starts pushing that knowledge towards the core memory, the easier it is for her/him to start adopting new things. The individual is just freeing space in the working memory and is able to deal with novelty more easily. It also becomes easier to let go of emotions that are attached with previous experiences. In fact, 2nd or 3rd generation Hispanics may not even have those memories anymore to interfere with adopting new behaviors.
Loyalty is stronger with the less acculturated because they require a certain amount of stability which they can find in brands while going through an enormous amount of change. It’s part of a defense mechanism that is activated to give the brain some relief.  There is simple comfort associated with the sure things we all know and love from home or experience.  Since the acculturated are usually different people from the unacculturated, we should be able to conclude that the lesser loyalty by acculturated occurs because despite all the change they experience as members of the US society, it is still less change than that experienced by a person new to this country/society/language.
HUMANS AFTER ALL
In summary, the increased ability to embrace change can make Hispanics adopt new products and brands. It has been scientifically proven that people’s brains can design new neural wiring patterns based on new input it just requires good insights and some repetition. We need to always remember that Hispanics are humans. We need to understand them as such and combine that basic understanding with the complexities that come into play when they are challenged with so many changes in their lives.
Christian Filli, VP, Planning Director at LatinWorks.
The popular Cine Las Americas campaign goes on to win Gold, Silver & Bronze at this year’s 2011 London International Awards show.
Sometimes inspiration just flies through you.
3 Piece Gallery
The “3 piece gallery” is an exhibition that happens at the office every 3 months, on 3 different walls, showcasing 3 art pieces created by any LatinWorker.
LatinWorks wins 10 Awards
at El Ojo de Iberoamérica 2012
LatinWorks picks up 10 of the highly coveted awards, more than any other global agency competing. Awards include: Best Agency in the Hispanic Market in the USA, Best Creative Director in the Hispanic Market in the USA Sergio Alcocer, and Best Ad in the Hispanic Market in the USA Cine Las Americas.
Be careful what you say around children.
Jamba Juice Taps LatinWorks
for its total-market agency.
How will agencies
take advantage of the tablet revolution?
New communication platforms place tremendous pressure on ad agencies to figure out how consumers are digesting and disseminating information, and which devices they are using for purchases. While overall this results in innovative, technologically inspired ideas tailored to fit every screen in today’s consumer environment, few such ideas are finding their way into marketing solutions that target Hispanics—a territory mostly controlled by multicultural agencies.
One of the biggest misperceptions about Hispanic consumers—and there are many—is that they are behind the times when it comes to understanding and using digital technology. This miscalculation is reflected in the limited digital information options available to Hispanic consumers, and also in that most major brands in the U.S. consumer electronics industry have failed to fully capture this most obvious of growth opportunities – a 50-million strong consumer population ripe for the picking.
Recent reports from the Pew Research Center and BIGresearch® confirm that Hispanics outpace their general market counterparts in ownership and rate of adoption of mobile communication technology, from smartphones to the latest trend: tablets. In addition, their engagement levels are also higher than non-Hispanic whites for activities including using their devices for navigating the Internet, online shopping and social networking.
Of course, not all marketers in the technology space are out of touch with the opportunity. The telecom industry, which powers many of these devices, is aggressively pursuing these consumers and is helping to fuel technology purchases by Hispanics. The Hispanic media is also actively involved, and is starting to offer consumers more consistent access to programming, promotions and even e-commerce across multiple mobile platforms. But that’s largely the extent of it, because although several corporations have identified the Hispanic market as a strategic imperative, significant digital assets are seldom seen in their marketing mix, as Hispanic marketing investment remains limited.
So how can multicultural agencies take advantage of the tablet revolution? They must persuade clients to approve and support work that expands the creative mix to include new digital platforms. Agencies must embrace consumer advocacy as part of their responsibility, putting pressure on Hispanic media to offer broader digital access. A return to the basics of consumer marketing must be considered agencies need to take the time to redefine Hispanic consumer targets and closely analyze the issues brands face in the Hispanic marketplace. Consumer research should determine the strategic pillars upon which creative solutions are anchored. An understanding of where consumers get their information is essential to properly inform the media planning process, ensuring the right communication channels and the proper creative mix.
Ultimately, multicultural agencies must first convince brands that Hispanic consumers are helping to drive the tablet revolution. There is no doubt that the future of marketing relies heavily on new technology. But what should also be obvious is that the long-term success of the advertising industry depends greatly upon a multicultural mindset. Brands must take advantage of the multicultural consumer revolution.
LatinWorks rebrands girls
in December issue of Fast Company.
Fast Company asked LatinWorks and 9 other top creative shops from around the world to create a mock campaign that rebrands girls. LatinWorks’ aim was to break false generalizations about women by pushing facts that paint a favorable picture of the sex.
Help comes from where you least expect it.
Back to the Future:
what is total market really about?
It’s like “Doc” Brown’s awesome line from the iconic 1985 movie … “where we’re going, we don’t need roads”.
Call me crazy, but I feel a little bit like that when it comes to the on-going dialogue related to cultural marketing in the U.S. because, in my head, there is a lot more to total market than a simple convergence of roads where people are bilingual, marry someone outside their race and celebrate the Chinese new year. These may be transitional behaviors that pre-dispose the individual for a culturally progressive society, but they are not the end game. Instead, the deeper meaning of total market revolves around a significant shift in values. I personally like to think of it in terms of transcultural market, since it helps me visualize the future in the context of innovation, rather than consolidation.
A few weeks ago, I was discussing key trends in the marketplace with one of my colleagues and ended up drawing something up on the white board in my office that other people spontaneously started referring to as the “flux capacitor” whenever they would come visit. I had certainly not intended for my doodle see below to resemble the ingenious time travel device, but I started enjoying the analogy.
The original idea behind this was to visually attempt to explain that the evolution of the American cultural identity is a little more complex than just a merge between multicultural MC and general market GM, which is what most people today associate the notion of total market with. The real shift is really about both, MC and GM, morphing into something new.
A while ago, I came across a definition of culture by Edward Schein that sums it quite nicely: “culture is a pattern of shared basic assumptions learned by a group as it solves its problems of external adaptation and internal integration, which has worked well enough to be considered valid and, therefore, to be taught to new members as the new correct way to perceive, think, and feel in relation to those problems”.
This is a dynamic and fluid process, rather than a one-way road. It’s messy, confusing and it takes time. What’s interesting is that these three spaces co-exist today and some people may be experiencing all of them in their daily routine. Some might associate more strongly with their foreign or multicultural identity, be that Asian, European, African or Latino. Others might be overprotective of whatever they consider to be a pure American or general market identity. But today’s youth hardly lives exclusively in one space - physically, emotionally or digitally, for that matter. What’s even more interesting is that newcomers encounter this complex ecosystem when they arrive to the country, and they might fall anywhere in the non-linear flux, depending on personal circumstances and specific geography.
But, down the road if there is one, the gravitational pull is definitely shifting to the “third space”. Those setting the tone in this space tend to show traits related to cultural detachment – in other words, they feel free to form a new identity that they consider to be most authentic and useful. They are not attached to a particular way of being but more in the mood for breaking out of the mold. The main motivation for this is to adapt and thrive in a global environment that’s increasingly volatile and ambiguous.
Let’s imagine for a moment that we could travel in time, and just like in the movie, go forward thirty years. Do you really think that in 2043 people will be making a big fuss about a kid singing the national anthem dressed as a mariachi or a cereal commercial portraying a multiracial family? I seriously doubt it. By then, such appearances will feel absolutely ubiquitous to most Americans, as they will likely have freed themselves from rigid cultural frameworks, and will be busy solving other “problems of external adaptation and internal integration”.
Long before 2043, actually, ethnic diversity will stop being such a big mystery or controversy. On the contrary, it will be so engrained in society that it will fuel greater openness and innovative thinking. And successful brands will have fully incorporated new ways of engaging with consumers based on a new overarching value system that completely transcends some of today’s paradigms.
In other words, we have barely come out of the drive-way.
So, let’s have a little fun and look at just a few ways in which the American culture could be impacted over the next several years, and how marketers could be inspired to create new brand experiences in a more mature landscape.
There will be no such thing as cultural majority-minority. Shocking, I know. We seem to have a hard time letting go of these terms, don’t we? This is an emerging phenomenon among Latinos in the U.S. already, as they are shedding the minority label and by no means are claiming majority status. The Plus+ Identity study that LatinWorks co-authored with Ethnifacts download at www.latinworks.com provides a glimpse of this mindset - inspired by the “and/both” philosophy as opposed to “either/or”. This is a sign of modern youth’s willingness to adopt inclusion as a key strategy, thus challenging the traditional model of “us vs. them”. This trend does not substitute the need and desire for competition, but rather re-directs the collective consciousness to the pursuit of common goals thru collaboration. It’s important to highlight that the more turmoil there is, the more people will embrace interdependence as a key advantage, rather than a sign of weakness or submission. One immediate consequence for marketers is to tread carefully when it comes to brand narratives centered on individual heroism or corporate authority. Ultimately, purpose will be much more relevant to consumers than power.
Millennials will be dinosaurs. Well, not really. They will have helped create a new world. But it’s actually surprising to see that most of Corporate America continues to focus its attention so intensely on this cohort when Gen Z today’s teens and pre-teens are already on the fast track. This is the first generation that truly grew up with mobile devices being the first screen, and they are natively fluent in social platforms. For a significant portion of teens in the U.S., having most of their social-network friends live a plane journey away is normal. This “native fluency” will result in a more multicultural and globally oriented mindset, so we can expect even more linguistic and cultural borrowings and consistencies across nations and regions. All of this will render the current comparisons between multicultural and “non-multicultural” millennials pretty pointless, won’t it?
Like it or not, the new economy will shake culture even further. Silicon Valley is quickly becoming an influential force in the government, its lobbying spending now on par with that of defense and oil-and-gas sectors. Immigration, amongst many other issues, is a really hot subject for this industry due to the talent gap in high-pay/high-skill jobs ranging in the tens of millions of people. The ultra-high-tech economy will require the reinvention of the education-to-employment system in the long run, but meanwhile the gap will largely have to be filled by foreigners. While some politicians still prefer to associate first generation immigrants with cheap low-skilled labor, they won’t be able to prevent this new economic reality from hitting the mainstream. It is also worth noticing that the leadership and ambition from wealthy innovators in California will likely bring a tsunami of changes to the national corporate mentality and how companies interact with customers.  For example, using real-time data to sharpen brand relevance adaptive marketing will be at the center of the storm. So we should brace ourselves, as the debate around privacy will go on for years.
The meaning of success and effective leadership will be entirely redefined. You can tell something different is going on just by looking at Mark Zuckerberg and Marissa Meyer, and comparing them to the business heroes of the 90’s. Right now, it seems that many sacred institutions are under scrutiny and the world is turning itself upside down … Pope Francis has broken several of the Vatican’s protocols … the Dalai Lama has said that his successor could be a woman … Brazilians are questioning their country’s investments in soccer … and now this: American Express recently released a report claiming that money is not the most important thing in life check out the LifeTwist Study from April 2013.
Strategist John Gerzema, co-author of the book The Athena Doctrine, gathered extensive global data confirming that effective leadership has progressed from command-and-control roughly through the 1980s to empower-and-track the 1990s to mid-2000s to connect-and-nurture today. His research shows that the new competencies for a leader to succeed are empathy, vulnerability, humility, inclusiveness, generosity, balance and patience. When you consider that approximately 1 billion women will be gaining access to the global economy over the next decade or so, it is not so far-fetched to think that men will start acting a little more like women, rather than the other way around.
Where does all of this leave the conversation about total market?
If we really want to talk about total market then lets look at the total picture. This means going beyond the simple cultural cues we’ve become comfortable with and start thinking about how the new economy, the new meaning of success, and the new generations will impact the daily lives of people and the culture that is weaved from them.
So if we find ourselves driving on pavement, it probably means we’re not at the forefront of culture, as total market is really a call to action to take flight and venture into the future.
If we only had a DeLorean …
Christian Filli, SVP Cultural Insight
The 360 thousand-dollar question
There are many buzz words in marketing these days that are overused and even prostituted. One such term is a three digit expression that has its genesis in the increased complexity of connecting with consumers in the era of fragmentation and choice: "360." The term 360 has become synonymous with synergy, integration and going beyond traditional media to surround consumers. As clients and agencies pursued growth and incremental budgets, 360 has somehow morphed into rationale for doing more and investing more. Surrounding the consumer has taken priority over meaningfully connecting and actively engaging with the consumer.
Much is said about the content and channel choices consumers are empowered with but have we considered that Marketers too are empowered with greater choice? Long ago, marketers only had a handful of mediums at their disposal so it was necessary to activate all of them. But in todays evolved communications landscape we as marketers are also empowered with choice. In our endeavor to effectively and efficiently impact consumer perceptions and behaviors, we now have many different touch points at our disposal. It is therefore of equal importance to decide which channels to activate and which not to activate. Increased consumer choice drives a need for increased sophistication in how to engage with the intent to persuade. Persuasion is not achieved by simple repetition alone. Repetition can be become overwhelming, annoying and can lead to disengagement. Persuasion is about consistently engaging at the right time, at the right place with the right message.
We cannot continue to develop plans for a 21st century consumer marketplace with 20th century models. We must refocus on the primary responsibility of marketing communications and do so with a 21st century state of mind.
What is the primary responsibility of marketing communications? Marketing communications professionals are in the business of persuasion. Marketers must effectively and efficiently impact consumer perceptions and behaviors in favor of the brands they champion. Here are three imperatives in order to meet this responsibility in the 21st century world of hyper connectivity and choice:
1 Remembering that the objective is to persuade not surround.
360 for the sake of 360 has the same effect on the consumer as the repeated question "are we there yet?" does on parents. Brands must try to stop yelling "ready for me yet?" to consumers and instead consider when and where are the most opportune times to connect and influence a consumer. Beyond considering what media the target consumes, brands must consider when the consumer plans for/or thinks about the need for the product or service, and where the target is at that moment. Suppose your brand is a breakfast cereal and your target is moms. Instead of simply considering the media consumption habits of moms, the brand should consider what time of day moms plan breakfast solutions and where they are when they are in that deliberation. Refining the touch point mix to truly persuade the target will expand the communications mix beyond the traditional while focusing the mix solely on the most opportune vehicles.
2 Seeking connection not just intersection with the target.
People can be intersected in many places, but to truly connect with them brands must seek to create meaningful experiences at meaningful moments. Connecting on a deeper level requires understanding not just the basic media consumption habits but truly identifying the lifestyle and activities of the target. Understanding the culture and lifestyle of the target empowers brands to identify optimal points of activation. Following the example of moms and cereal, considering the lifestyle activities of moms can uncover many valuable activation opportunities beyond the traditional. Suppose segmentation exercises uncover that your particular segment of moms live a very active lifestyle and are particularly avid runners. This hypothetical insight opens up a world of activation possibilities for the cereal brand. The brand can now create content and/or activation platforms to motivate the mom anywhere from providing on package or online running tips, to creating marathons for moms or cross merchandising with running equipment. In fact, this cereal brand could go a layer deeper to identify which specific lifestyle activities moms share with kids and uncover even greater white spaces for brand activation.
3 Considering that choice is not just about options but also about sacrifice.
Integrated communications plans should be about activating a brand across all relevant touch points, not all available touch points. The 21st century has afforded marketers many opportunities for meaningful brand experiences. Many in the industry speak of maintaining conversation or dialogue with consumers. Well, surrounding the consumer with 360 for the sake of 360 will only result in multiple instances of interruption. In a "conversation" the worst sin one can commit is that of consistently interrupting. Therefore dear brands: dont interrupt. Instead, as with any conversation, carefully the most opportune moments to share your perspective and most importantly, seize those moments by being clear and compelling.
In short, a 21st century communications plan is not just a 360 degree plan. A 21st century communications plan employs a 360 degree understanding of the consumer mindset, lifestyle and shopping behavior to drive efficient persuasion.
Victor Paredes, Vice President Group Director.
Brings home two Lions
This year’s exciting work for Cine Las Americas got us a Gold Lion, while our efforts towards ActiveLife not only brought us successful results for the client but a Bronze Lion.
From music concert to music festival.
As an avid concertgoer, I can say that the difference between a good show and an awesome performance depends on the conversation between the fans and the stage. The closer you are to your idols, the more personal and intense the show gets. Similarly, a brands ability to deliver compelling messaging and achieve rock-star status depends on the conversation between the consumer and the brand. However, in todays multicultural marketplace, proximity and volume alone no longer guarantee that everyone will hear a brands message.
Given the increasing diversity of the U.S. population, multicultural consumers are transforming the “mainstream” as fast as it is transforming them. Multicultural influences are showing up everywhere, especially in music. You dont have to look hard to find a Mariachi Punk show or an Electro Tropical rave. Todays American society is no longer a one-band show, so the notion of multicultural marketing needs to evolve from the idea of a music concert a linear approach to a music festival a multipronged approach. The essentials of music concerts have remained pretty much the same over the years - typically one or two smaller opening acts latch onto a big headliner, bounding them all with a similar music genre. The idea is to keep the sound consistent, so it plays throughout the fan base.
The traditional approach to Hispanic marketing is similar to this conversation. This approach assumes that Hispanics are moving on a linear path to the mainstream, and as they do, they lose their cultural attachment. In other words, the closer Hispanics get to the main stage, the more they will sound like the headliner the general U.S. population. So marketers end up doing one of two things: either they lump Hispanics with the mainstream and hope the message will resonate with everyone, or they resort to a more “ethnic beat” to tap into cultural identity.
What this approach fails to recognize is that there is no longer one main stage. Instead, what if there are multiple stages, each with its own show and genre? Most importantly, what if the audience was in the middle of it all, listening for what they like, and choosing which shows they want to see and how close they want to get to each one of them? Well, this is what a music festival is all about. And what the present day ethnic market is looking like. Now more than ever, most Hispanics are truly multicultural. They place high value on their own culture, but are equally interested in other cultures. For them, “identity is multifaceted, fluid and situational.”1 They can navigate across different cultural groups, and absorb the cultural elements that work within their preferred lifestyle, while still remaining attached to their cultural identity.
So if the market place is evolving from music concert to music festival, we must consider evolving with it. This doesnt mean multicultural marketing should brush off individual heritage. Merging everything into one block assumes people are tone deaf. However, most people have a fantastic ear for music and enjoy listening for different messages. Lets make sure that our message doesnt get lost in the white noise.
Give the gift of inspiration.
Creepers can get crept out too.
and the Future of Latino Culture
Joint Study by LatinWorks and EthniFacts Def
LatinWorks, the country’s most globally recognized multicultural creative agency, and EthniFacts, a next generation consumer research consultancy and insights provider, have joined forces to field a deeper investigation of U.S. Latino Culture and shed new light into what the future may hold for marketers. The report is the result of an extensive national survey of US Latinos and is entitled The PLUS+ Identity – Shifting Paradigms and the Future of Latino Culture in the US.
The Plus+ Identity offers and supports a fresh paradigm that captures today’s ecosystem in which cultural parity and transculturation are becoming a natural alternative to assimilation, thus replacing the obsolete notion in which Latinos move uni-directionally away from a culture niche into a melting pot.
The study seeks to answer a major marketing issue of today, whether it still makes sense to have a general market and a multicultural strategy.  Much current conversation has centered on multicultural influence, maintaining a separation between Latinos and Non-Latinos.  Even in the context of the “total market” hypothesis, researchers and advertisers continue to base their point of view on the “us-VERSUS-them” model.  Does this approach make sense when the population of some of the biggest U.S. cities is over 51 - in some cases over 70 - multicultural?  We think not and this report presents evidence to support that hypothesis.
Many Latinos are developing the PLUS+ Identity, embracing a bigger, more inclusive definition of Latino and American identity and gaining increased confidence in what their Latino essence brings to themselves and others.  The definition of PLUS+ Identity is not about influencing others. Instead, it is a new destination that exists and will become increasingly attractive, ultimately drawing people from all ethnicities and demographic traits together into a new social consciousness.
To learn more, click here.
What is our core mission
as Hispanic consumer advocate.
OK, the Hispanic market has grown to an astonishing figure of 50 million people and their buying power is equivalent in size to the world’s 15th largest economy. Now there are more companies and more marketers paying attention. By now, most companies must have realized that Hispanics are buying stuff and are frenetically seeking to figure out how to persuade them to buy more stuff, or their brand instead of competitors’.
Those who have actually been closer to Hispanic consumers in the past few years, must take the high-level and have the presence of spirit to cut through the clutter, not losing sight of what is truly important. Those who have a seat at the table with the CMO and are charged with representing the Hispanic mindset have a responsibility. That responsibility is to go beyond the notion of just making people buy more beer and more pizza. Of course, that’s what beer and pizza manufacturers want.
But what do consumers want?
In order to answer this question, we have to understand who they are and, most importantly, who they are becoming.
Hispanics are the largest and youngest minority group in the U.S. In fact, never before in the country’s history had a minority ethnic group made up such a large share of national youth. They make up about one-fifth of today’s U.S. youth ages 16 to 25. In certain states, such as Texas, New Mexico and California, the proportion may rise up to one-third and even one-half.
The key thing to consider, though, is not the sheer size of this group. Instead, we must realize that the kinds of adults these young Latinos become will help shape the kind of society America becomes in the 21st century. For any person, this is the life phase in which the choices that are made set the path to one’s adulthood. In the case of Latinos, they also need to navigate between two worlds and deal with significant cultural pressures, and make the best of it.
In other words, young Latinos not only have to deal with the natural intricacies of becoming adults in a global environment that has become increasingly competitive and noisy, but in the process they also have to struggle with the notion of forging a sense of cultural identity.
Research has shown that they are optimistic about their future and place high value on education, hard work and success. On the other hand, they are much more likely than other American youth groups to out of school and to become teenage parents, more likely than Asian and white youths to live in poverty, and they have high levels of exposure to gangs. In addition to that, although two thirds of young Hispanics are native born, they are children and grandchildren of Latin American immigrants who, as a whole, arguably have faced and will continue to face bigger challenges when compared to European immigration waves from the 19th and 20th centuries. This becomes apparent when looking at key economic, social and acculturation indicators analyzed across 1st, 2nd and 3rd generation groups.
Enough statistics. They are great to have but they can numb our sensibility. We need to go beyond. Marketing to young Latinos really consists in marketing to Millennials, only more complex.
Millennials have a whole new mentality in terms of how they see the world, not only brands. Their nature is much more collaborative when compared to Generation X and Boomers. They are not afraid of reaching out for help because their upbringing taught them the importance of social networking and teamwork. They don’t believe in employers, parents or companies talking down to them.
First and foremost, they want others to acknowledge them and see them for who they really are. They want to be invited to participate, collaborate, and play a part in opening new possibilities. They want a respectful, constructive and productive dialog. They want to stay true to themselves. And they want new possibilities to be opened for them, too.
When trying to understand the mindset of young Latinos, one of the main themes to take into consideration during the process of adapting to the new homeland is dealing with choice and change. It’s not only about assimilating a new language and culture while maintaining a strong emphasis on Latin American roots, which in itself is nothing short of a juggling act, but also the fact that this process creates on-going conflicts that arise from living in converging cultures, aiming for self-sufficiency, emotionally depending on family and community, seeking stability and self-improvement. It can make anyone’s head spin, imagine that of a 20-year-old.
The beauty of all this, however, is that the vast array of desires and struggles that are shaping the young Latino mindset creates extremely fertile ground for stories, insights and, subsequently, creative angles for marketers. It’s a wonderful opportunity to de-homogenize communication efforts, discard stereotypes, create meaning and connect with people at a deeper level.
Brands that tend to rely heavily on power and control to get their message across will have to rethink their approach. Brands that genuinely express their values and their passion will thrive. Those that recognize consumers as multi-dimensional human beings will most likely resonate in the marketplace. Those that are honest and transparent will be more likely engage people in an intimate relationship.
Most importantly, those marketing leaders who are able to understand and acknowledge the underlying tensions of the Latino Millennials, and help them in their journey, will have a better chance at building brand value.
Christian Filli, VP, Planning Director at LatinWorks.
Its landed. And its bigger than before.