Page 35 - HISPANIC MARKET OVERVIEW - 2018-complete

2018 HISPANIC MARKET OVERVIEW, presented by López Negrete Communications
ENTREPRENEURIAL SPIRIT
Can an advertising agency play a major role in the content and development of an original series? Yes: ALMA did just this in a partnership with Discovery en Español.
On Sunday, March 25, the 7pm time slot saw the debut of Emprendedores, a new six-part series created in collaboration with the Miami-based multicultural agency.
The series explores family, heritage, hard word ... and heartbreak, as six Hispanic family- owned businesses fight the odds to achieve success in one of the world’s toughest places to find economic success when starting from scratch.
Shot on location in Los Angeles, the inaugural season profiles a family-owned boxing gym, a coffee shop and a scooter sales business. Host, entrepreneur, former news anchor and published author Angelica Atondo worked with each of the business owners and their families to assess their unique situation. The hopeful entrepreneurs are then mentored by brothers Sean and Kenny Salas, two successful Hispanic businessmen and consultants who delve into the family dynamics, their business operations, and provide much-needed
guidance to help put them on the path to profitability.
“Emprendendores tells real-life stories behind the remarkable growth in Latino-owned businesses which have remained double or triple the national average for the past fifteen years,” said David Tardio, Vice President of Ad Sales for Discovery U.S. Hispanic. “With each relatable and emotional story, we uncover the human drama, courage and ultimately, stories of triumph as these families build their businesses. It is this authenticity that our audiences love and with which our advertisers want to align their brands to connect with millions of viewers.”
Not only did ALMA play an active role in getting Emprendedores on
the cable network’s lineup, but sponsor State Farm also plays a highly important role. Specifically, the insurer helped independent business owners achieve success with its SMART TIPS featuring techniques, ideas and motivations via on-air segments and social media.
In addition, series host Atondo will present a Facebook Live event with a successful Hispanic small business owner in Miami that is getting help from a State Farm agent. “At State Farm, we are committed to supporting the entrepreneurs and aspiring small business owners who contribute so much to the American economy and to the fabric of communities across the country,” State Farm Media Director Ed Gold said. The Ram Truck brand is also a sponsor.
HMO