Page 32 - HMO 2019-edit

HISPANIC MARKET OVERVIEW 2019 Powered by HispanicAd.com
“But even solid multicultural marketing ‘reputation companies’ do not approach this market as a value-
https://twitter.com/SpectrumLatino/status/1123270896674693121
At Spectrum, she says, there is leadership that does
the metrics upfront — and this includes injecting multicultural marketing in all research and tracking.
This illustrates how Spectrum is going beyond the arguably trending diversity and inclusion efforts in the human resources department and in other departments across a company.
“They leverage diversity to analyze, strategize and identify the extent the multimedia segments are high value prospects and customers to develop business, marketing, and products and offer
strategies that maximize performance against these targets.”
Spectrum’s team then works with third-party expert partners to optimize the Hispanic, Asian-American and Asian customer journeys, sales and ROI. “We help them identify the different values, attitudes, category or purchase habits for Hispanic and African American, and then assess which warrant different or aligned approaches, advertising being one of the considerations. We do English-cultural work for Hispanics and African American, which run in the “general market.”
Perhaps the most important point is that the responsibility for sales growth and ownership of the P&L is by the same central multicultural business unit, which works collaboratively with all the cross-functional teams to make it happen.
As far as Castells-Heard is concerned, whether that is a multicultural business unit or broader business unit with the support of multicultural marketing experts deeply fluent in the different high value targets, it does not matter — so long as long as there is the P&L accountability among the parties.
building proposition and default to poor planning and integration into the system (whether efforts aligned or not) and sub-par funding,” Castells-Heard aments.
Nevertheless, Castells-Heard remains optimistic. “I do believe new models for culture marketing will continue to emerge,” she says. This requires an evolution of total market agencies “to actually place the proper emphasis and focus on Hispanic and multicultural consumers – understanding and leveraging how they are changing and influencing a new mainstream and placing the majority bicultural Hispanics into the proper perspective.”
THE FULL SPECTRUM OF MARKETING
One of Infusion by Castells’ biggest clients is Charter Communications’ Spectrum franchise.
Castells-heard spoke of her agency’s relationship with the New York-based MVPD, which is branching into mobile in a way that very much includes Hispanic outreach, as seen with this new campaign: