For Bravos CCO, Claudio Lima, its a very interesting time for the Hispanic market, because there is at the same time a huge growth in the Hispanic population and also, in the amount of Hispanics that are either totally acculturated, or sometimes dont even consume Hispanic media. “Its a very interesting time for the hispanic market. Because at the same time that you have this huge growth in the Latin population you also see a huge growth in the amount of hispanics that are either totally acculturated and sometimes dont even consume hispanic media. So the biggest challenge for the agencies is to follow this consumer out of the hispanic only channels and properties and start to influence the way brands advertise on general market channels Lima said. Talking to PRODU, Lima explained that “you deal with briefs the way they come. We do believe in integrated solutions and campaigns, that define a single voice and message to the brand. But the media and the consumer is extremely fragmented and we need to also follow that, delivering relevant content to people, independent of what kind of content they like to consume”. “Thats the biggest challenge with millennials. We can all make rules, say millennials are this, millennials are that, but the biggest truth is that millennials are a hard to define generation, its difficult to put them on a big bucket, you need a ton of small buckets, because now they have way more options and are not a big herd of single minded consumers. So although integrated campaigns are still a big tool, you also need to be able to go small and target specific groups with content theyll love”.
