This article appears in the agency's inaugural
client newsletter m-strategizing.
In recent years, we have spent countless hours researching ways to gain knowledge into the dynamics of the Hispanic lifestyle. Fine-tuning our learnings of their behavior regarding consumption, mores, and shopping habits. We then use qualitative and quantitative research, plus other methods to help us discover the objective insight needed to support our creative platforms.
This methodology works well as long as our communication goals are still based on well-known formulas, procedures and practices along with their traditional media outlets: TV, radio and print – in Spanish, of course. But when we find out that our clients are reallocating their Hispanic advertising budgets to the general market, we begin to worry. How does this affect our commitment, not only with the industry but also with the Latino community? Essentially, what should we expect? Change, change, and more change.
There’s no doubt, that change requires flexibility, but change is also the manifestation of true growth and maturity. We should ask ourselves, how can we use change to our benefit and turn a potential negative into a positive. For starters, we should reach out more to our clients and propose new alternatives. Help them change and measure the brand presence among the Hispanic consumer to an even more transcendental, relevant, personal, memorable level. We should aim to create more grounded and poignant interaction with the consumer.
In order for the transition of change to be fluid and harmonious, our focus should be on more precise and inclusive methods. Using applied efforts and tactics of non-traditional approaches, like grass-roots and high-touch marketing, change will be something that is now welcomed.
Therefore, the task is not only creating Spanish communication, it’s creating an in-culture message that puts us right in the environment of sociological change and cultural adaptations of our consumer. By creating in-culture communication, not only are we being an active part of change, but we are also leading the transformation - an evolution that just makes sense since it’s close to our reality. Being a part of the Hispanic community the future is bringing us opportunities like never before.
Today is the best time to redefine and prove our creative abilities by promoting true flexibility in the use of media budgets and creative measures; resulting in dynamic and memorable communications when they are needed the most and the ones the consumer is least expecting.
The future is defined by change, change in the way Hispanic consumers will interact with your brand, your future awaits.
The Cartel Group known for disruptive compaigns for well-known national Brands, is m strategies’ strategic partner in advertising.

