Page 15 - HSMR2017-2

2017 Hispanic Social Marketing Report
want to have a nice conversation, rather than you being annoying and asking me to buy your thing. It should be conversational.”
HMO ● AGENCIES
‘SOCIAL WAS MADE FOR HISPANICS’
As the head of Los Angeles-based Hispanic-focused shop Castells & Asociados, founder and President/CEO Liz Castells-Heard has three decades of experience powering her vision of effective social marketing for her clients.
On a seasonably overcast spring day in Midtown Manhattan, Castells-Heard was busily preparing for the opening of a New York office for her firm.
The office will be focused on its full-spectrum Hispanic market efforts for Charter Communications’ Spectrum MVPD brand.
multicultural efforts.
The Charter account is steeped in Direct Response TV activities, and Castells-Heard says the campaign is doing well. More than two dozen full-time positions are being filled in the new office, walking distance from Grand Central Terminal, and the effort includes “social snippets.”
That shouldn’t be surprising for close observers of Charter Communications. It’s present VP/Multicultural Marketing is Marisol Martinez, who was the head of multicultural at the former Time Warner Cable before the entity now a part of Charter dissolved its
And, Castells & Asociados began its work in social marketing with Time Warner Cable, some nine years ago.
“Even in 2008 and 2009 with Time Warner Cable we were doing mobile buy flows, webisodes, engaging across platforms, and linking products to passions,” Castells-Heard recalls. “It was breakthrough then. Now it’s just business as usual.”
Since those first footsteps into social marketing, Castells & Asociados has offered clients a variety of social marketing opportunities, at varying levels that best suit the client’s needs.
“We’ve kept on doing social with our clients, and we’ve had to sell them on the idea through the years, showing how social is an important step in the purchase process among Hispanics,” she says.