The U.S. Hispanic market is very challenging, and brands should know how to talk to this “chameleonic and heterogeneous” target, but what was true six months ago might not be any longer, explained Pablo Sabouret, Account Supervisor at LAPIZ. “Hispanics understand and interact in both English and Spanish, have strong regional differences and backgrounds, and insights are rarely total market” he told PRODU. Sabouret – experienced in international markets- said that the European advertising market is a very mature and established one, where very few brands dare to stand out from their industry standard, and when this happens, its usually done in a bold, artistic way that makes some waves in the business and sets new trends. “I can personally see a much bigger flexibility in the U.S. market, where experimentation and prototyping is key: brands try new things all the time and see what happens when people react to it. Consumers are much more receptive to new approaches and welcome change more easily. This is especially true with young brands that are still looking for a niche success that expands their reach into wider targets.” Regarding his work at LAPIZ, he said it has been an amazingly rich experience. “With same human-centered approach I was used to back in France, LAPIZ acts quite independently within the larger network: we define our rules and objectives and draw our own paths to success.”
