MERCADEO Versión en español

Will Pierce of Casanova//McCann: 2020 U.S. Census should make more marketers trust investing in the Hispanic opportunity

Liz Unamo| 15 de septiembre de 2021

Will Pierce de Casanova//McCann

For Will Pierce, EVP and chief strategy officer of Casanova//McCann, results of the 2020 U.S. Census denote one thing only: it’s time for brands to put their money where the opportunity is. “Separating out general market and Hispanic market budgets often forces Hispanics to fall by the wayside as budgets get cut. A ‘total market’ approach tends to whitewash insights and strategies, leaving Latinos and other segments out. More brands should be leading their primary marketing budgets with multicultural insights and strategies, while continuing to carve out separate budgets for unique growth segments like the Spanish-dominant Hispanic consumer. It’s no longer a matter of “either/or,” but an opportunity of ‘and,’” Pierce said. If a brand wishes to reach the emerging multicultural segment, it must do its homework, Pierce added. “Without conducting proper research and partnering with insightful agencies, you could end up doing work that is overdone, outdated, or worse, stereotypical – which can actually work against you. If you truly want to engage with where the population growth is headed, then you need to be on the leading edge of insights that reflect today’s modern Latinos.” The Hispanic boom is the new reality on the map of the United States of America, with the latest U.S. Census figures validating the warning that Hispanic experts have been making for years: “If you want to continue growing your brand and driving sales, you must put Latinos at the forefront. These new numbers should give more marketers the confidence to invest in the Hispanic opportunity and to represent these consumers faithfully, with pride and respect. The brands who step up and step in first will be the first to win big, leaving everyone else scrambling to catch up.”

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.