As the Hispanic population grows, brands are finding it imperative to target the population in a direct and unique way and on a personal level. They've realized specialist in this key growing demo are needed and Turning to a Hispanic marketing agency is often a key step. This process of choosing a Hispanic marketing agency can seem daunting if your experience is in dealing with and contracting general market agencies what are the things you should look for and consider. You want to look into the agencies track record, are they independent or part of a bigger group/conglomerate, what are their metric sources and research practices like, do they have multi-generational accounts and creatives across different nationalities and are they really run by Hispanics.
Hispanic buying power is expected to reach $1.7 trillion by 2020, a product of the demographic in the U.S, reaching its maturity. There’s no secret that the Latin consumer has evolved into one of U.S. marketers most coveted prizes. But just targeting Hispanics won’t necessarily make them buy your products or services. Understanding the actions that change buying behavior in mass or identifying trends is the art of marketing in its highest form. But Hispanic marketing trends are unpredictable. Instead of forecasting the trends, understanding what’s the driving force behind them is a more reliable barometer.
In the Summer of 2015 when then candidate Trump descended down the escalator in Trump Tower NYC and gave a speech in which he declared immigrants Mexicans specifically to be rapists and murderers there was an immediate shift within the Hispanic Diaspora.
As a Latino American, I've been inherently curious about how corporate American advertising has elected to throw lure into the increasingly more important pond of Hispanic consumers. We've seen agency after agency fumble around in effort to balance being creative while being culturally sensitive and relevant. The work takes a level of skill and the right creative chemistry and diversity. I've made no secret of my adoration of the surprisingly few Hispanic advertising agencies that have managed to pull it off.
I have made it a personal hobby to keep tabs on the movers and shakers in the industry. In 2016, analysts predicted a 14%-17% rise in ad spending, however, many US companies have begun diverting dollars away from targeting Latino consumers for fear of offending Donald Trump's base according to Linda Lane Gonzalez, chairman of the Association of Hispanic Advertising Agencies. Last year around this time, I shared my personal rankings but given how much has changed for Latinos in America following the volatile election last Fall, I thought it would be interesting to see the contrast. Again, in honor of TV Upfront season, in no particular order, my top five Hispanic Advertising Agencies to watch.