Page 31 - HISPANIC MARKET OVERVIEW - 2018-complete

2018 HISPANIC MARKET OVERVIEW, presented by López Negrete Communications
Acosta declined to offer details on how the company’s Hispanic networks will integrate Wells Fargo into its programming, noting that it was “a little too early to disclose.” But, she said the bank put its focus on “high impact and high-reach media properties including Spanish-language TV.”
Radio and digital are also within that “high impact and high-reach” rubric — something that has been a welcomed consistency to Wells Fargo’s media efforts in the Latino community.
“Our commitment to the Hispanic segment and to Hispanic media has always been strong and continues to grow,” Acosta said. “Radio, display, social – all are integral to be both relevant and customer-centric.”
Acosta also believes the nearly identical English-language and Spanish-language TV spots are a nod to the high level of cross-pollination among today’s Hispanic media consumers.
“We do know that Hispanics navigate through both English-language and Spanish-language segments,” she notes. “Yet, Spanish-language TV is still a big part of our plans.”
The current spot is one of many Wells Fargo will be rolling out throughout the year, Acosta says. All will share with the consumer the broad message that “communicates the journey from the past to the future.”
Once that is done, different sets of messages will be introduced. Again, the same themes will be ever-present in both Spanish and English. This is evermore important thanks to the navigation between both languages that is quickly redefining the habits of Latino media consumers. Digital advertising solutions are perhaps most impacted by this evolution.
“We understand that Hispanics are navigating between languages, and our research continues to indicate that Hispanics and the general market are both spending a significant amount of time on their screens,” Acosta says. “As such, we are increase our investment in display, social and online video.”
When all is said and done, what will Wells Fargo’s achievement marks be for this effort?
“The overall takeaway is that we want to signal that it is a ‘new day’ at Wells Fargo,” Acosta says. “By doing that, it will help us advance our journey of rebuilding trust.”
Acosta is confident that Wells Fargo is hitting all cylinders in reaching this goal. It was one of the reasons why she joined the bank in 2016.
“Why did I join?” she answers. “It is because of the commitment and leadership as a financial services institution Wells Fargo has always taken — including with the Asian segment, the African American segment and including the LGBTQ segment. The commitment to these consumer groups and the vision of diversity and inclusion is what attracted me to Wells Fargo Bank and is what keeps me here happy and engaged.”