Page 55 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
Are there any particular marketing trends you envision in the next three to five years as it relates to connecting and engaging Hispanic consumers?
We have already moved away from broadcast and are focusing our efforts in more grass roots and digital/social communications, as we look to get ahead of trends.
We know this audience is highly digitally engaged and loves to share, and this will only increase as we move into the next three to five years. As with other markets, the question becomes how do we connect with them 1:1 at scale in meaningful ways?
What role does culture play in your overall and Multicultural communications plans?
Culture is at the core of our plans. Being Hispanic is not about a language, it's about a culture - and connecting with them via culture is what is most critical. Language certainly will play a role for some, but if you are not connecting with your audience in a meaningful way from a cultural perspective, your communication will fall flat - or worse.
Is there a recent campaign or messaging from your company that you are particularly proud of?
I am particularly proud of last year's "You can always count on milk" campaign as it was after we had just consolidated our agencies with Gallegos United (and ROX United for PR), and for the first time launched a cohesive, coordinated "total
California" campaign designed to reach consumers in this state with a message rooted in Multicultural insights.
This campaign had elements that were in English, Spanish and even Asian languages, with the goal of reaching and resonating with all Californians. We have seen positive results from this effort and have been building upon it in 2019.
What brand outside of your is making a strong connection with Hispanic consumers?
Comcast does a really good job of making authentic contact with Hispanics.
How are you evolving your traditional media messaging along with your digital efforts?
While we have moved away from TV, we have maintained some traditional media efforts that get closer to the consumer, such as signage in ethnic supermarkets. The majority of our efforts have shifted to digital and social media, which has allowed us to work with influencers as well as help ensure positive messages about milk are out there in an environment that is increasingly anti-dairy, with a lot of misinformation being spread.
Do you have a favorite superhero?
Aside from my wife (being the mother of three requires superhero powers), I find the story and character of Wonder Woman very inspiring.
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