Total Market Pendulum – To be or not to be Total Market

Let’s face it, the Total Market strategy does not work, especially for performance marketers and retail.

On paper, the Total Market approach looks good and sounds better in the boardroom

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$1 + $1 = $3 Hispanic Marketing ROI

A “dolar” is a “dollar” no matter what we call it.Except, for some reason, when it comes to budgeting for Hispanic.Even though Hispanics over-index on the usage of many categories, and even though they demonstrate…

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Authentic or Not

So, yet another article about authenticity in Spanish-language advertising. You may wonder – what more is there to say that has not already been said? You may well be right. However – and overcoming all my cynical misgivings…

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The Culture War and What We Must Do About It

In today’s hyper-partisan and bi-polar cable environment there is a culture war flaming the fans of division in our society.  At the center of all this are the Hispanic Immigrant…

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The Unifying Power of Spanish

How Important is Spanish Today Among U.S. Hispanics?

Depending upon who one listens to, Spanish is the most common unifier amongst U.S. Hispanics…

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Success in the U.S. Hispanic Market

Which comes first for success in the Hispanic market – corporate diversity or marketing enculturation? I’ll get to the latter in a moment. Diversity is a worthy and necessary cause to be sure. Its benefits…

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(Re)Introducing the Hispanic “Viejennial”

As an independent Hispanic advertising agency we have been asking ourselves an existential question for much of the last decade – why does our trade seem to be abandoning the US Hispanic “Viejennials?”…

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