Bold Hispanic Marketing Agency’s Post

¡Es la autenticidad, estúpido! Las marcas que visten sus mensajes con ropaje latino pierden credibilidad y clientes. Hacer esto es como poner el carro delante de los caballos. En cambio, más que un "afterthought", la identidad cultural de la audiencia debe guiar el esfuerzo comunicacional desde el inicio, buscando alinear el mensaje con sus necesidades y expectativas. En la comunicación, la superficialidad se paga muy caro...; por eso, si la vas a hacer, hacela bien. #latinocoating #marcomms #authenticity

TIME TO STOP ‘LATINO COATING’ & PRIORITISE HISPANIC MARKET THROUGH AUTHENTIC ENGAGEMENT 🚫 Stop ‘Latino Coating’ or kiss your career goodbye, warns the Hispanic Marketing Council (HMC). It has launched a bold campaign –#STOPLATINOCOATING – urging US marketing & advertising chiefs to prioritise the Hispanic market and engage with the community authentically. With a value of $3.2 trillion, this market deserves more than superficial gestures. 💬 "To us, Latino Coating is a form of cultural appropriation that seeks to capitalise on Latino identity for marketing purposes without genuinely valuing or respecting the culture. It’s akin to whitewashing, greenwashing, or rainbow washing, but it preys on Latino identity, offering a mere illusion of inclusivity by adding Latino elements on the surface. It’s activating during Hispanic Heritage Month and patting yourself on the back,” explained Luis Miguel Messianu, Founder, President and Chief Creative Officer of MEL & creative director of this campaign. 👁️🗨️ "It’s time for CMOs to wake up, treat us as we are: the fifth largest global economy,” adds HMC’s Chair & Zubi's Isabella Sanchez. #FairPlayTalks #StopLatinoCoating #HispanicMarket #Inclusion #AuthenticityMatters #AuthenticEngagement #ChiefMarketingOfficers https://lnkd.in/e4fHqcJk

Celebrating Hispanic Heritage Month: The Importance of Representation in Advertising Representation matters. During Hispanic Heritage Month, it’s crucial to ensure that Hispanic voices are not only heard but also reflected in advertising campaigns. Brands that prioritize representation build stronger connections with their audiences. Representation goes beyond just including diverse faces in advertisements—it’s about giving a platform to the stories, traditions, and values of different communities. Hispanic Heritage Month is a reminder for brands to examine how they are representing Hispanic culture in their campaigns. Representation fosters trust and loyalty, leading to more successful and sustainable marketing efforts . #HispanicHeritageMonth #RepresentationMatters #DiverseAdvertising Source: Adweek: The Importance of Representation in Advertising

Conocimiento del público objetivo: Es fundamental conocer a tu audiencia para crear estrategias efectivas. Investiga sus necesidades, preferencias, comportamientos en línea y canales de comunicación favoritos.

Para no decir que diario, pero muy frecuente me contactan para apoyar en la identificación de profesionales con competencias de estrategia y creatividad, y cada vez se hace mas difícil. La tendencia es brindar soluciones inmediatas, muchas veces sin estrategia, lo que la mayoría de los caso se traduce en esfuerzos que no logran sus objetivos. Les extiendo la invitación a participar en estos eventos, haciendo un alto en sus agendas y retomemos lo mas básico del marketing - LA ESTRATEGIA. #adecc_rd #estrategia

The Hispanic market represents a $1.7 trillion opportunity for businesses, but are you doing enough to engage this growing audience? In honor of Hispanic Heritage Month, we've updated our blog post on how to effectively reach and connect with the Hispanic community through tailored casino marketing strategies. Learn how you can make a lasting impact by celebrating culture, not just marketing. #CasinoMarketing #HispanicHeritageMonth #MarketingStrategy #CustomerEngagement 🔗https://lnkd.in/dauGByBG

Cada mañana, al elegir qué ponernos, estamos tomando una decisión sobre cómo queremos que nos perciba el mundo. Esta misma lógica se aplica al contenido que publicamos y a la experiencia que ofrecemos a nuestros clientes cuando interactúan con nuestras marcas, ya sea en una tienda física o en un entorno digital. La imagen no es solo cuestión de apariencia; es lo que define la confianza y la conexión con nuestro público. Por eso, la estrategia de relaciones públicas es tan crucial. No se trata solo de visibilidad, sino de gestionar la percepción de nuestra marca de manera coherente y alineada con nuestros valores. Al trabajar en conjunto con una estrategia de marketing, las relaciones públicas pueden amplificar el mensaje y asegurarse de que cada punto de contacto con la audiencia transmita una imagen clara, creíble y auténtica. Al final, la clave está en reconocer que todo comunica: lo que vestimos, lo que publicamos, cómo hablamos y cómo hacemos sentir a nuestros clientes. Es tiempo de alinear nuestra imagen con nuestra estrategia de relaciones públicas y marketing para fortalecer nuestro posicionamiento y nuestra marca. #RRPP #RelacionesPúblicas

Earlier this month, Omnicom Media Group's Cross-Cultural Center of Excellence: ELEVATE, and Unido Leadership Network (ULN) hosted a special Audio Day celebration in honor of #HispanicHeritageMonth. We read Nielsen's latest Hispanic Diverse Intelligence Series (DIS) Report—a playbook on Hispanic audiences, sports and media engagement. Here are a few key takeaways: 🌎 65M US Hispanics (19% of the total population), are responsible for nearly three-quarters of recent U.S. population growth. 💰 Hispanics and Latinos have $3.4 Trillion in purchasing power and tremendous influence on both culture and media use. 📻 Tuning in and turning up the volume: Latinos are highly engaged audio consumers, particularly with radio and podcasts (94% reach on Radio.) ⚽️ Changing the playbook on how Americans engage with sports media - U.S.'s recent surge of interest in international soccer, driven largely by Hispanic audiences and fans. Download the full report here: https://bit.ly/3YanNlh

I'm pleased to share that Jose Villa, CEO of Sensis, has been featured in Axios Latino; THE most influential Latine newsletter today; keeping tabs on the stories that most affect U.S. Latino communities. In Astrid Galván's article, José comments on the "Stop Latino Coating" campaign led by the Hispanic Marketing Council, where he serves on the board of directors. The article addresses the issue of "Latino coating," a term for superficial attempts by brands to appeal to Hispanic audiences without genuine understanding or respect for Latino culture. José explains that while brands made real efforts to connect with Latino audiences in the 1990s and early 2000s, there has been a shift since 2015 toward a "total market approach." This approach often results in generalized ads that do not authentically represent Hispanic people. José also highlights a troubling trend: since the 2020 racial reckoning, brands have decreased their marketing investments in the Latino community, redirecting funds to DEI initiatives that focus more on HR and social responsibility than marketing. His insights are crucial for understanding the challenges and opportunities in marketing to Hispanic audiences. Read the full article below: https://lnkd.in/eC9aY5zV #Sensis #HispanicMarketing #DEI #AxiosLatino #StopLatinoCoating

🎯 ¿Cómo tejer una campaña política exitosa? La clave está en conocer a tu audiencia. Cada segmento de votantes tiene sus propias preocupaciones y valores. Asegúrate de que cada mensaje llegue a quienes realmente importan, adaptando tu estrategia para conectar de manera efectiva. 📊 ¿Listo para conectar mejor con tu audiencia? ¡Nosotros te ayudamos a lograrlo! 🔗 Conoce cómo lo hacemos y contáctanos. Visítanos en nuestra página para más información. #Bitácora #MarketingPolítico