Hispanics Buy Brands that Empower Their Cultural Relevancy

A Forbes article reinforces what we've been saying for some time: Hispanics are more inclined to build trustworthy relationships with people and companies that take the time to understand who we are and what we represent morally, ethically and culturally.   This is important because Hispanics are the largest immigrant group to exhibit significant sustainability of their culture and are not disappearing into the American melting pot.  

The article goes on to say that the Hispanic market can no longer be viewed as a short-term expense, but rather should be approached as a strategic long-term investment.  Cultural relevance is key.  However, cultural relevancy is a two-way conversation. This means marketers must allow the Hispanic consumer to influence how they brand their brands.

ABC and Univision team on news platform

ABC News and Univision News have formed an alliance to create the first English-language channel for English-dominant and bilingual Hispanics in the U.S.

The project, which is in the early stages of development, will include a 24-hour news network as well as integrated digital and social media platforms.

It will be Content will feature news on issues - including the economy, jobs, health care, immigration, education, politics – as well as entertainment, lifestyle interests and culture relevant to U.S. Latinos.

AHAA expands beyond Hispanic Advertising

AHAA (Association of Hispanic Advertising Agencies) is seeking to expand beyond just serving advertising agencies in the U.S. Hispanic market by changing its name and expanding its board members.

Now calling itself AHAA: The Voice of Hispanic Marketing, the industry association is trying to rid itself of the impression it only serves advertisers.  In addition to the name change, AHAA announced its new board members, which includes Rosana Fisk, the first Latina to serve as CEO of the Public Relations Society of America.