Alex Duplan de Multicultural
To connect with consumers in these difficult times, advertisers have to be much more creative, much bolder, more realistic and more committed, said Alex Duplan, VP / creative director of Multicultural, Fuerza. “If we managed to get through 2020, nothing can scare us off now” he wrote in an article entitled What’s Next in 2021? In his review of lessons learned in 2020, he offered brands a series of recommendations on how to connect with multicultural Hispanic audiences. “It would be great if clients (brands) and agencies took a more altruistic stance to deal with this new model we are living in, specifically by committing to causes that truly matter to consumers. We can also profit from helping them individually. I would love general market customers and agencies to understand there’s a more than trillion-dollar market waiting to be served out there, and that it can pay off far more than GM,” Duplan wrote. He spoke of the imperative to invest in the Hispanic segment, since it’s one of the demographics with the highest purchasing power. “Hispanics are the most important economic force in the country: our purchasing power is the second largest and we as a market are waiting and wanting to be taken into account. If we can’t see that, then the only thing likely to change in 2021 will be the number on the calendar.” With this in mind, Duplan predicted that 2021 will undoubtedly be an improvement, with much to achieve and many new moments to remember: “We will be happier than before and all the more if we meet these professional challenges. Fuerza is ready to start 2021!”.
