Page 6 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
Further, consumers who perceive ads as culturally relevant, compared to those who do not, are:
• 1.5x more likely to learn more about the brand
• 2.8x more likely to recommend the brand to others
• 2.6x more likely to find the brand relevant to them
• 3x more likely to find the ad relevant to them
• 2.7x more likely to purchase a brand for the first time
• 50% more likely to repurchase a brand they have bought in the past
“The utilization of CIIM provides marketers and the industry with a powerful measurement tool that will enhance culturally relevant creative to engineer incremental brand and business growth,” said ANA CEO Bob Liodice.
NBCUniversal President of Advertising Sales and Partnerships Laura Molen added, "While we hear from marketers in every industry that reaching diverse and multicultural audiences is critical, we partnered with AIMM to create CIIM to show the broader media and advertising community what we already experienced to be true: culturally-relevant creative and environment drive real brand
results."
Laura Molen
Insights from CIIM also fuel the launch of #SeeALL, a movement “that will course-correct the issue of representation and illuminate growth opportunities for brands within multicultural segments,” said Gilbert Dávila, co-Founder of AIMM and Co-President of DMI Consulting.
Together, Lisette Arsuaga, co-founder of AIMM and Co-President of DMI Consulting says, “CIIMTM and #SeeALL will prove not only that culture matters, but that cultural relevance and inclusivity are good for both society and for business.”
"Inclusion and authentic cultural representation are the right thing for our country; the right thing for our businesses and the right thing for the marketing community," said Michael Lacorazza, AIMM’s Founding Chair and the Head of Integrated Marketing at Wells Fargo.
In 2020, the study will provide learnings on how culture impacts ROI. CIIM will serve as an actionable tool in guiding marketers, advertisers and the entertainment industry on how to best reflect, understand and respect all consumers in order to drive profit and growth.
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