MERCADEO Versión en español
Linda Lane from AHAA: Hispanic agencies are not fading
Manuela Walfenzao| 6 de junio de 2016
González ejecutará el plan estratégico de la organización para aumentar su liderazgo dentro del mercado
Linda Lane González, Chairwoman of AHAA: The Voice of Hispanic Marketing, communicated the reasons why she does not agree with the conclusions of an article published by MediaPost, which points out that Hispanic advertising agencies are disappearing. Among the reasons MediaPost gives for this is the increasing implementation of Total Market campaigns.”Hispanic agencies are not fading. The article fails to address the broader context of the rapid changes happening within the entire advertising and marketing ecosystem. Do these changes mean more competition for us? Yes. Is this competition anything new? No. Are Hispanic agencies in a better position to tackle these changes? Absolutely!” stated Lane. The figures and the research reveal the contrary, explains Lane. “Companies like Nissan, Toyota, Walmart, Target, Lowes, Verizon, AT&T, McDonalds and many others have strengthened their investment and reached to the Hispanic market. Over the past five years, the top 500 advertisers boosted their spending in Hispanic targeted media by 63 percent” she added. Lane pointed out that not only investment has grown, but that big companies have restructured their business units with talent specialized in the Hispanic sector.”The Total Market definition is often based on wrong assumptions and defined as a one-size-fits-all approach. The real definition endorsed by ANA, AAAF and AHAA says a Total Market campaign should have an overarching campaign that resonates across key target audiences, but it also needs to include segmented approaches that speak to cultural nuances” she concluded.
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