Hispanic Market
Ingenium: Bringing to Life the Hispanic Millennial
This report from Ingenium examines the unique segment of Hispanic dominant and bicultural Millennials in an effort to provide marketers with a culturally relevant understanding to aid their future marketing initiatives.
The Color of Change
As multicultural consumers continue to reshape the marketing landscape, how can brands harness the power of direct mail to reach them? A panel of marketers discusses the multicultural market.
UMG Partners with MasterCard Through the Universal Language of Music
Hans Schafer, director, brand partnerships at Universal Music Group, discussed how Universal Music Group (UMG) partnered with MasterCard to create an exclusive musical experience for MasterCard’s Priceless program.
Marketing to Hispanic Consumers: The Path to Growth
This ANA Insight Brief contains valuable information on reaching Hispanic consumers via shopper marketing, how to connect with the bilingual/bicultural Latino, and five ways to invest well in multicultural marketing. Case studies from Hennessy and ANA Multicultural Excellence Award winner The Scotts Company are also included.
Making a Splash
A number of prominent brands were honored at the 12th Annual ANA Multicultural Excellence Awards. Learn how Heineken, XOOM, and Ford successfully connected with multicultural audiences.
Understanding Hispanic Branded Entertainment
To reach Hispanic consumers via branded entertainment, marketers should be sure to take advantage of the influence Hispanic culture is having on English-language TV programming, according to this white paper from iTVX.
How AT&T Employs a 360-Degree Approach to Its Multicultural Marketing
Marketing leaders from AT&T shared how it uses a 360-degree approach to its multicultural marketing programs by employing traditional media, digital, social, and music. Examples of its culturally-relevant, celebrity-driven campaigns were also shared.
Onsite Insight: People en Españo's Monique Manso on Social Media's Impact on Editorial
Monique Manso, publisher of People en Español, discusses how social media turned the publication’s editorial model on its head, at the 2012 ANA Multicultural Marketing & Diversity Conference.
The Hispanic 50-Plus Demo
Lorraine Cortes-Vasquez, EVP for multicultural markets and engagement, AARP, discussed primary research findings which suggest significant opportunities available to multicultural marketers in the 50-plus Hispanic market.
Kellogg: Winning with a Total Market Strategy
Bob Liodice, president and CEO, ANA, interviewed Brad Davidson, president, Kellogg North America, Kellogg Company, about how Kellogg developed a marketing solution to regain share in the U.S. Hispanic market.
Kellogg: Winning with a Total Market Strategy
Bob Liodice, president and CEO, ANA, interviewed Brad Davidson, president, Kellogg North America, Kellogg Company, about how Kellogg developed a marketing solution to regain share in the U.S. Hispanic market.
Multicultural Agency Search
Bill Duggan, group executive vice president, ANA, led a panel discussion with leaders from multicultural agencies representing the Hispanic, African-American, and Asian categories to address the sensitivities of multicultural agency search.
Onsite Insight: People en Españo's Monique Manso on the Print and Digital Consumer
Monique Manso, publisher of People en Español, explains why the publication is targeting both the print and digital consumer, at the 2012 ANA Multicultural Marketing & Diversity Conference.
All Revved Up
ANA Magazine caught up with Kim Brink to learn more about NASCAR’s growth plan. Brink laid out the key elements of the brand’s ambitious five-year industry action plan to reach a whole new generation of fans.
Ortho Home Defense: Marketing to Hispanics
Caro D'Antuono, Account Director, Grupo Gallegos, and Clary Leffel, Marketing Director, Ortho — The Scotts Company, discussed Ortho’s award-winning campaign for for the Ortho Home Defense Max brand.
Ortho Home Defense: Marketing to Hispanics
Caro D'Antuono, Account Director, Grupo Gallegos, and Clary Leffel, Marketing Director, Ortho — The Scotts Company, discussed Ortho’s award-winning campaign for for the Ortho Home Defense Max brand.
OAAA Case Study: Wranglers
Wranglers used out-of-home co-op advertising to reach Hispanic consumers, despite a declining budget.
Hennessy: Targeting the Bicultural Bilingual Latino
Manny Gonzalez, multicultural marketing director, Moet Hennessy USA, discussed how the Hennessy brand is successfully targeting the bilingual, bicultural Latino consumer with digital and experiential marketing through their multi-city “DJ Mixmasters” program.
Yahoo!: Marketing to Hispanics
Yahoo! provides results from a research study undertaken in partnership with Mindshare and Added Value which seeks to help marketers understand the drivers of Hispanic identity and the key considerations for brands when building a Hispanic marketing plan.
Hispanic Works: Five Reasons to Spend and Five Ways to Spend Well
Roberto Orci, chair of the Association of Hispanic Advertising Agencies (AHAA), discussed how marketers can sway any executive reluctant to make Hispanic marketing a business priority. He also shared results of a recent AHAA study that marks the first time that a direct correlation between overall Hispanic ad spending and a company's overall revenue has been found.
