From AdAge.com…
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Multicultural Agency of the Year: Conill
Connecting Cultures via Feelings That Resonate
By Laurel Wentz
NEW YORK (AdAge.com) -- When Toyota’s Jim Farley told his Hispanic agency Conill that he liked their concept for a Camry spot so much that he would run it in the Super Bowl, the agency team was stunned.
“They couldn’t believe it,” says Mr. Farley, group VP-marketing for the Toyota Division of Toyota Motor Sales USA.
Exceptional results
Conill combined exceptional results in 2006 for its clients, an estimated 20% growth in revenue for the Publicis Groupe agency, and creative kudos as one of the biggest winners of Advertising Age’s Hispanic Creative Advertising Awards and the Hispanic winner of the Association of National Advertisers' Multicultural Excellence Awards.
After Conill did the first Hispanic spot to ever air on the Super Bowl, featuring a father and son who compare their Camry Hybrid to their own bilingual family, Hispanic Camry registrations grew 32%. Although American football might not seem like the best place to reach a group better known for a passion for futbol, it fits right into a process Conill calls interacculturation. (And, in fact, 25% of Hispanics over 18 do watch the Super Bowl.)
‘Interacculturation’
According to Conill, interacculturation is all about the immigrant culture becoming more like the host culture as the host culture adapts to become more like the immigrant culture. VP-Creative Director Pablo Buffagni says he sees this in his own life in Los Angeles, where the mayor is Mexican-American, the music scene features artists such as Shakira and tortillas outsell bread. The agency also looks for ideas that transcend culture to connect with people of multiple backgrounds and ethnicity.
“American culture has a huge influence on Latins and how they act,” says Cynthia McFarlane, Conill’s managing director. “Conversely, Latins are having a huge influence on mainstream culture as well.”
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