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Hispanic CMO, presented by López Negrete Communications 2015 Edition
HISPANIC CMO FIRSTTHOUGHTTM
REINVENTION: HISPANIC MARKETING FOR 2020
“Total market” approaches continue to reshape the client/agency relationship. But, the full build-out of digital and social capabilities and a 360-degree millennial action plan has become essential for industry survival.
By Adam R Jacobson
You’ve likely heard about “an old Chinese proverb” that states, “May you live in interesting times.”
This phrase has often been used to set a tone of gloom and doom, or as an ode of warning to what’s yet to come after experiencing a set of unfortunate events.
Yet there’s no such Chinese expression.
According to a blog on The New York Times website created in 2008, the closest phrase ever uttered in Mandarin is “I’d rather be a dog in peaceful times than live as a human in turbulent times.”
For the marketer targeting U.S. Hispanic, when has there ever been “peaceful times”? In the view of Gilbert Dávila, president and CEO of Los Angeles-based Dávila Multicultural Insights and chair of the ANA’s multicultural marketing and diversity committee,
today’s CMOs are expertly skilled to chart perhaps the roughest seas seen
yet for clients and agencies who wish to capture one of the most
lucrative—yet ever-more complex—consumer groups.
“The talent in the executive ranks of corporate America that is overseeing
and leading Hispanic and multicultural outreach are the leaders and
creators of programs that really help connect companies to Latino
consumers,” he says. “These top thought leaders are constantly educating
and constantly fighting for the budget ... or perhaps ‘the right level of
investment.’ Hispanic marketers are constantly putting the business case together for targeted efforts with multicultural insights, as these can be growth engines for major corporations. These people are the key individuals tasked with connecting Hispanic consumers to brands that are important to them—and the brands that seek to become important with them.”
TOTAL MARKET REMAINS THE TOP TOPIC FOR MARKETERS
Keeping abreast of the challenges and changes that the U.S. Hispanic advertising and marketing community has, for the most part, embraced over the last several years has aided many top Thought Leaders in achieving ROI success with their brands.
Of the three topics that have risen to the top in 2015, none is perhaps more discussed than the “Total Market.” Total Market was defined in 2014 by ahaa: The Voice of Hispanic Marketing, the Association of National Advertisers (ANA), and the Asian American Advertising Foundation as “a marketing approach followed by corporations with their trusted internal and external partners, which proactively integrates diverse segment considerations.” This is done from inception, the
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