The Vidal Partnership seeks prize for Hispanic market at the IAB MIXX Awards 2012

In the upcoming IAB MIXX Awards 2012, the New York-based Hispanic agency The Vidal Partnership has come through as a finalist with two entries in the Multicultural category – Keep It Legendary for Heineken USA and Ama el Aire (Love the Air) for Johnson & Johnson’s Zyrtec allergy medication.Alberto Ferrer, managing partner, marketing and operations, for The Vidal Partnership, represented the Hispanic market on the event’s jury. The prizes will be awarded during the IAB MIXX 2012 Conference and Expo in New York City this coming Oct. 1-2.These were Ferrer’s words to PRODU about the Hispanic market: “One thing we need is a new way of putting it into context. Let’s not think about it as a “market” per se. Let’s think about it as millions of consumers in the United States who by chance happen to be Hispanics. They’re consumers like any other, with their own particular needs and wants, and it’s up to us as marketing professionals to figure out how best to approach them. We have to stop treating them like second-class consumers who are worth considering only when there are some funds left over in the budget. We have to acknowledge in our dealings with these consumers how much they are worth to the brands, to businesses and to popular culture. We should treat all consumers according to their value to the market and forget their ethnicity.”