MERCADEO Versión en español

Tanya De Poli of Founders speaks of the need to dig deeper to find real racial insights

Liz Unamo| 29 de septiembre de 2021

Tanya De Poli de Founders

New data from the 2020 U. S. Census confirms an already obvious panorama: the boom in Hispanic population growth. “What a pain it is to think we must still await the results of a census for brands to really focus on what they should have concentrated on years ago, which is the subject of diversity, immigration and so forth,” said Tanya De Poli, Founder & COO of Founders. She advises brands to be honest in their approach to Hispanic consumers. “We have to address this target, but not with creativity adapted from global campaigns created for other targets and other cultures. I see a lot of ads that are nothing but translations, or else they use strategies like featuring a Reggaeton celebrity and that’s it. ‘Oh boy,’ they might as well say, ‘now I can consider myself Hispanic-market friendly!’ I think we have to dig deeper than that to find real racial insights. What are the problems that concern and move Hispanics in the USA today? What are their motivations? There’s no doubt in my mind that we must ditch all the old cliches.”As to whether brands will undergo real changes based on results of the 2020 Census, De Poli said that changes will come because current events will force them to. “We’re bound to see a lot more investment by big brands eager to communicate with this target. We’ll also see more Hispanic celebrities featured in big worldwide campaigns and a wider racial diversity in the talent cast for the next commercials to be filmed.

Diario de Hoy

viernes, 27 de septiembre de 2024

Image

Paula Feged de Festival ElDorado: La creatividad colombiana es un producto de exportación tan fuerte como el café y las flores

Image
LATAM

• Mariana Cavalli de American Express: Buscamos conectar tanto con individuos como con empresas

• Nace GRANDE, una plataforma de formación innovadora para futuros publicitarios en Venezuela

• Rocknrolla.23 retrata el legado de Grupo AG con Andy García como actor principal

• Comenzó la décima edición de SMARTFILMS con más de 1.200 cortometrajes hechos con celulares

Image
MULTICULTURAL

• Equativ expande su división de retail media con la adquisición de Kamino Retail

• IAB Tech Lab presenta PAIR una nueva herramienta para la publicidad digital más segura y privada

• César Sabroso de A+E: Producir Huellas para celebrar 70 años de VW en México es ejemplo de unir esfuerzos con marcas para causar mayor impacto

Image
LATAM
Image
Image
Image
Image
Image
MULTICULTURAL
Image
Image
Logo IAB Tech
Image
PRODU
Resumen de privacidad

Esta web utiliza cookies para que podamos ofrecerte la mejor experiencia de usuario posible. La información de las cookies se almacena en tu navegador y realiza funciones tales como reconocerte cuando vuelves a nuestra web o ayudar a nuestro equipo a comprender qué secciones de la web encuentras más interesantes y útiles.