When I started working in the Hispanic / multicultural market I had a feeling of déjà vu. The challenge seemed very similar to that of digital marketing when it was getting started in LATAM. A lot of time spent on justifying the opportunity rather than discussing ideas. I remember when pitching digital business; many clients [...]
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Being an afterthought? Not included in early strategic discussions? Budgets not aligned with the size of the opportunity? If you work in a Hispanic agency this might sound familiar, but I’m actually talking about the scenario that Digital shops were facing a decade ago. From a business perspective, digital shops were fighting to be included [...]
Read MoreThe Hispanic market is no longer in diapers. Now it’s facing the most fascinating yet challenging stage of its lifecycle: Adolescence. Struggling to balance the body (or size) of an adult with some habits and mindset typical of a child. From being totally dependent and protected; it’s now proud of being bigger, acting on its [...]
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