Hispanics officially surpassed African Americans as the largest minority group in America. Oxymoron aside, it looks like they’re duplicating the feat in the advertising industry too. Multicultural agencies—particularly African American agencies—should take note, because our Hispanic partners are doing lots of things right.
If you want to see a symbol of the success, check out Marketing Y Medios from the publishers of Adweek. This monthly magazine says it all—in plain English. It’s a forum to introduce and debate issues, allowing Hispanic business leaders to publicly build prominence and credibility. Insights and statistical data continue to show the target’s diversity. Case studies and creative highlights present the innovative spirit that seems to define the category. Columnists add personality and attitude. Hell, there’s even a comic strip! Of course, it’s the perfect vehicle for Hispanic advertising agencies to hawk their capabilities via print ads. In short, this magazine really makes a strong case for Hispanic marketing, ultimately inviting future clients to consider the business-building benefits.
Hispanic adfolks are pushing the positives. Even when critiquing potentially offensive or stereotypical efforts, they usually balance things by also saluting the good efforts (in contrast to the African American criticism detailed in the preceding Essay Ten). Plus, they’re staying professional, avoiding the political intimidation and implications that often accompany ethnic initiatives.
If Marketing Y Medios suddenly stopped appearing on newsstands, someone would simply find more ways to get the word out and keep increasing the momentum.
There are lessons to be learned here—for multicultural agencies and mass market agencies too. As the Hispanic population grows, one can only wonder how long it will take before Hispanic advertising agencies gain enough power to assume the majority role.
(For readers who missed the typically harsh and acidic tone, don’t worry—it returns in full force with the next posting.)