Part III: Are We Witnessing The End Of The Hispanic Advertising Agency, As We Know It?
It used to be that advertising to the Hispanic segment of the population was simple.
When a client wanted to advertise to Hispanics, it hired (for the most part) a Hispanic advertising agency. The agency produced spots that were done in Spanish and broadcasted in one of the few Spanish media outlets.
Hispanics are becoming the largest minority group in 191 metropolitan areas, a fact that has the potential to shift the balance of power in the House of Representatives due to ethnic voting in states in the redistricting process.
No wonder we are becoming so sought-after. But are we really being courted the right way?
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