If any of you in the industry have ever tried to make the crossover from Hispanic marketing to the general market you’ll know that it’s not very easy. Many general market agencies see Hispanic marketing and agencies as a nuisance often having to compete for budgets, production money and creative control.
Often, you hear Clients telling their general market agencies they should plan and implement diversity in their agencies so that it may be reflected in their work product (strategy & creative) - as standard operating procedure. For years, the ad world has ignored these requests. This, in turn, has made Hispanic agency growth prolific, but integration far from reality.
Well, it seems things are-a-changing. Adweek has just announced the Diversity in Advertising Career Day - an event that stands to change that all, starting in NYC (the U.S. capital of advertising).
Welcome to the next phase of integrated advertising and marketing…we hope. This is great for students entering the workforce that usually face cultural stereotyping. I hope this movement makes agencies realize the wealth diversity brings with it and in turn make transitioning career tracks a reality. For this to happen, the ad world will need to change its mindset on color vs. culture before we see success.
- Miamiadguy
Comments
I totally am with you on this. I currently am a jr. planner at a Hispanic agency here in Miami and much much later down the line considered the possibility of switching to the general market. If this article is an indicator of the current view the industry has of the Hispanic Market then I think much much later is getting even further away. There is still lots of work to be done! And I am talking about the perception the industry has of the HCM. I know the Hispanic Market is fresh, practically untapped and is radically changing as I write this but that’s the best part! It isn’t this thing that everyone knows everything about (or knows that by a simple clicks of the mouse they will have an answer) and eventually you create this bubble of information and only draw from there. This market is about watching trends, talking to people (and reading them) and making hypothesis of what is to come. Hopefully, all of us together little by little can continue to turn this around (let’s not forget how far we’ve come so far.)
that is a nice thought, but just remember Adweek is also the magazine which launched Marketing y Medios with “bombo y platillo” in 2004 only to practically kill it two years later.
we can only hope they mean well this time…
Worse than killing it is making it an online publication they don’t even update. In fact, they even dumped their RSS Feed which is why they are no longer in my blogroll. Imagine that.
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