Gustavo Lauria of The Vidal Partnership: A good idea for the Hispanic market has to be good for the general market as well

Gustavo Lauria, managing partner and CCO of The Vidal Partnership in New York, told PRODU that the Hispanic market is an incredibly important platform for launching campaigns into other markets.“Many people say that general market advertising is being absorbed into the Hispanic market, but for me it’s just the opposite – we have a great opportunity to do work that goes beyond our segment and uses the Hispanic market as a platform for creating projects that can expand into the general market,” Lauria said.The creative said that the agency is telling its team non-stop that they have to think of ideas based on a commitment to this market, that the first thing is to create projects relevant to consumers in the Latino segment, but that at the same time they have to be based on human truths that will function in any other market.“For me it’s vital that a great idea for the Hispanic market must eventually be able to go beyond it and reach other markets, because this is the great opportunity we have, expanding our influence into other areas,” Lauria said.About the new strategies developed in the agency since he started there, the creative said that what they are doing now is very much what they planned to do before beginning this new process. “The message is how to transform an agency that is very strong on client service and strategy into an agency that is really creative,” he said.