“WE CAN DO HISPANIC TOO!”

For the past 20 years I’ve helped to create relevance for companies interested in targeting the booming Hispanic market, and I’ve lost countless nights of sleep over these nine words, “They are being reached by your general market media.”  Not only have I lost sleep, but more importantly my clients and yours have frequently lost the opportunity to efficiently extend their budgets by spending incremental dollars where they would provide the greatest lift, i.e. targeting new consumers that are dramatically under-delivered by general market media.

So, to all of my colleagues working in Hispanic marketing that have been expressing outrage over the recent trend of non-Hispanic agencies pursuing, and in some cases winning, choice Hispanic assignments, forgive what I’m about to say. 

To all of my new colleagues that are now enthusiastically extolling, “We can do Hispanic too!” thank you.  Thank you for finally recognizing the importance of the Hispanic market to your clients’ businesses, after telling them for so many years that “they [Hispanics} are being reached by your general market media.”  You, being the trusted lead agencies, brand stewards, keepers of the strategy, did everything you could to undermine the Hispanic business case and minimize its impact on your general market budgets (lest we forget your fees).  But what else can we expect from an industry that has dragged its feet to the point that your clients are admonishing and screaming for you to lead the digital marketing revolution, to develop seamlessly integrated ideas absent of roster turf wars, and yes even to recognize that the face of America has changed.   

Felicidades!  One out of three ain’t bad, but just because you are going to attempt to do it doesn’t mean you will be successful.   In the interest of helping the companies that will look to benefit from your efforts, here are five critical things you will need to wrap your head around to be successful:

- There’s a difference between talent experienced in the U.S. Hispanic market and talent with only Latin American experience.   

- A Hispanic professional is not the same as a professional Hispanic, especially when one’s your client.

- You will not be able to rely on your initial gut reaction to tell you when your Spanish ad copy is great or just adequate, because creative flair often gets lost in the English translation.

- Be warned; there is a very fine line between insights and stereotypes.   Crossing it can either result in lots of letters to your client, or go completely unnoticed by consumers.

- You will need to become a champion for the Hispanic consumer, his/her traditions, causes and lifestyle, regardless of immigration status or any negative perceptions that you may have. 

That last one is the toughest criteria and the one that matters most.  So, start learning to  understand and respect Hispanic culture; celebrate how it is changing this country and integrate it into your agency culture, or you’ll be just like Havas/Euro RSCG, on their third try in a little over five years.   It’s either third time’s a charm, or third strike you’re out.  Time will tell for them and for you.  And that’s something I won’t be losing any sleep over.

To the companies attracted by promises of cost savings and efficiencies through consolidation of Hispanic into a general market shop, I say caveat emptor because “Lo barato sale caro.”  I hope you don’t need to learn this one the hard way, especially with so many tried and true Hispanic agencies ready to give you a fair return on your investment.