The Advertising Industry Is Changing For, With Latinos

The gist of the “Multi y Mono: A Cultural Advertising Battle” panel at South By Southwest Interactive Saturday morning is that ad agencies, marketers and brands themselves are going to have to completely alter the way they perceive of their audiences in order to continue to prosper. This is due largely because of the growth and mainstreaming of Latinos and African-Americans, according to panelists.

“The concept of ‘general market’ needs to be questioned,” said Sergio Alcocer, chief creative officer of Austin-based LatinWorks agency. “The ad industry is going through a very strong transformation, as ‘multicultural’ becomes truly a source of business.”

Alcocer went on to say that, previously, the ad industry considered “diversity” to be hiring a Latino or African-American person to dedicate themselves to the Hispanic or African-American marketing of that agency. Nowadays, the mindset is more important, and minorities need to participate from the very start of messaging to be effective — not just be an afterthought and “Hispanicize” an ad that’s already been created.

This idea of changing content with changing demographics carries over into the ways in which the ad industry has previously conceived of “Hispanic marketing,” and changes to those ideas. For example, he said the “traditional segmentation model” for Latinos was based on language: not acculturated (Spanish speakers), bicultural (some Spanish) and acculturated (no Spanish). However, Alcocer said recent research from his agency shows that language does not necessarily translate into behavior — which has turned this model on its head.

“There are Hispanics who don’t want to acculturate,” he said, noting that there are mainstream Latinos who speak Spanish at home. Thus, it’s incumbent upon brands and agencies to move away from hiring a “Hispanic guy” and move towards incorporate Latinos and Latino marketers into branding from the very beginning.

Another topic of discussion amongst panelists was not only how agencies are tying in the idea of diversity, but how they are recruiting people of color to work for them. It seemed to be that mainstream ad agencies are whiter than in previous years while multicultural agencies were described as being like the “UN.”

Leslie Wingo of Sanders/Wingo said one solution to the pipeline issue of “we just can’t find any good minority talent” is to look outside of the industry to talented people in other fields, such as lawyers or anthropologists. “We need writers, we need people who understand cultures, who speak Spanish, Chinese, who come from different backgrounds,” she said. “It’s about understanding the people that you are trying to communicate with, not at.”

Kelli Coleman is the Executive VP at GlobalHue concurred, noting that the idea is to find people who varied backgrounds who understand cultural nuances. You may not find this waiting for it to come out of the “traditional” pipeline, you may have to get creative about it if you want to find it, which you must if you want to be successful in the future.

Subscribe today!

  • This field is for validation purposes and should be left unchanged.

Must Read

U.S. citizen detained overnight by ICE – they thought he was undocumented

Victor Landa July 6, 2017

By Victor Landa, NewsTaco (1.5 minute read)  This is startling news. Up until last night at a dinner conversation I believed that the idea that an American citizen would be […]

DIECIOCHO Podcast: Texas Rep. Rafael Anchia – Trump, Gerrymandering and Money

NewsTaco June 8, 2017

By Victor Landa, NewsTaco (1 minute read, 34 minute listen)  It’s safe to say that the just-ended Texas legislative session was the most acrimonious in memory. We can talk for […]

Vietnam War veteran fears he could be deported

Victor Landa July 7, 2017

*This Vietnam veteran, born in Mexico, was awarded two Purple Hearts and given U.S. citizenship after his service. He’s misplaced his documents and after paying $345 the government wants more […]

Ted Cruz gets an earful in McAllen for July 4

Victor Landa July 5, 2017

*I’m posting this because it was mostly Latinos, organizing, protesting, making their voices heard. Everyone needs to know that Latinos in deep South Texas are standing up. VL By Patrick […]

The moment Florida cops pull over an Afro-Latina and find she’s the State Attorney

Victor Landa July 13, 2017

By Victor Landa, NewsTaco Patrol cops in  Orlando, Florida, stopped a white sedan recently becasue they ran the tags and didn’t get a return, plus, the tint on the windows […]

Henry Cisneros: Why Can’t Americans See Latinos Are Country’s ‘Saving Grace’?

Victor Landa July 7, 2017

*Good question. I think it’s because we’re not the ones telling our story. We need to fight for our narrative. VL By Suzanne Gamboa, NBC News (1.5 minute read)  SAN […]

A Proposed New Tax, Mainly On Latinos, To Pay For Trump’s Border Wall

NewsTaco May 31, 2017

*This happened yesterday, while the rest of us were mesmerized by the Peckinpahesque implosion of the Trump administration, congress was moving a piece of legislation that would fund the Trumpian […]

Remembering Gus Garcia, Mexican-American Civil Rights Pioneer

Victor Landa July 27, 2017

By Raul A. Reyes, NBC News (7.5 minute read)   In his heyday, Gus Garcia cut a dashing figure in Texas legal and social circles. He was a key member […]