Story by John Smith of Media News International

Starcom MediaVest Group (SMG), in collaboration with Telemundo Communications Group, a leading producer of high-quality content for Latinos in the U.S. and audiences around the world, has announced the Beyond Demographics Latino Identity study aimed at providing advertisers with a deeper understanding of Latino consumers in the U.S. The U.S. Latino marketplace—a robust and highly complex community with an estimated population of 45 million and buying power of more than $860 billion—is the nation’s fastest growing segment.

Inspired by SMG’s umbrella “Beyond Demographics” initiative to drive transformational change in the advertising industry’s view and value of multi-cultured consumers, the Latino Identity project launched recently at the Westin Times Square in New York City. The first phase included the assembly of the Beyond Demographics Latino Identity Leadership Consortium—an esteemed group of cultural translators (those who straddle the world between U.S. and Latino identity) charged with initiating the dialogue that builds the framework of the study, due this fall.

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