Pablo Carpintero
For Pablo Carpintero, CEO and Creative Director at Pablo Carpintero & Associates the U.S. Hispanic market is a reality for brands regardless the political context, due to the creative quality it has achieved in recent years. “The Hispanic market is an outcome, and brands will have to talk in a different way” he noted. For him there is whole new conversation about the term acculturated. This term is being questioned after considering that mainstream culture is constantly being segmented, and media has a lot to do with that. “Today the message must prevail over all media, in this sense languages are read not as a media but as an instrument of it. If the brand speaks in English, you only lose the grandmother, but if you speak in Spanish, you lose the granddaughter. Brands need to clear out in some way the game with the family in order to have all the group.” With five years in the market, Carpinteros’ creative boutique does works with a U.S. Hispanic and Latin American approach. “We’ve worked a lot with retail, communication media and entertainment” he concluded.
