We believe there should be only one reason for companies to engage in Hispanic marketing: to grow business. Hispanics are dream customers: they are sophisticated shoppers, they consume heavily across all categories (even out-indexing the general market in some) and can be extremely brand-loyal. Their income level is rising and a growing number are participating in areas previously thought of as non-relevant, such as financial planning and investing.
 

Additionally there's less clutter because fewer companies target this market and media outlets are well defined. After the 2000 census, many marketers saw an opportunity that has been there all along. There has been a sudden rush to get to market, just to plant a stake in the ground. But, as is the case with every marketing opportunity, just doing it is not enough...
 

It has to be done right. We believe that a brand does not have to change its core values to reach Hispanics. They live in the same country and have the same needs, aspirations and dreams as your other consumers.

What we will do is craft a strategy that uses Hispanic insights to communicate those core values. Hispanics come from many different countries, and there are marked differences among them.
 

At the same time, there are many things that unite them beyond a common language. We believe that, while regional differences must be taken into account, there is a way to reach all Hispanics at once. Because truly effective creative advertising is rooted in unique consumer insights, it is our firm belief that original Hispanic creative executions are always more effective than adapting work originally intended for the general market. Hispanic communications nowadays have to be as sophisticated and effective as those targeting the general market.