The previous post on Subway launching a creative review to possibly find a new White advertising agency warrants another bite. Specifically, the Advertising Age report stated the following:
The chain is also prioritizing Hispanic-market expertise “not as a translation function but as a cultural capability,” alongside in-house or partner-led production capabilities for social, creator and limited-time offer content.
The statement demands interpretation.
For starters, define “prioritizing.” Which spot in the Subway food chain is designated for Hispanic consumers—that is, how important is marketing to Hispanics vs Whites?
Next, given the alleged goals of going beyond a translation function and seeking cultural capability, will Hispanic-market experts have a seat at the table—or will they be taking fast-food orders from the White advertising agency?
Finally, will Hispanic marketing restitution involve cash—or crumbs?
1 comment:
A Hispanic agency will have a place at the table during the Subway pitch, but as soon as the AOR is named they'll be shoved aside. The scam always works like this:
A holding company owns a "multicultural" agency under its umbrella, and they look like they are autonomous, but it's on paper only. They are specifically there to be at the table during AOR pitches and show their Hispanic market expertise, present creative and insight, and help seal the deal.
Then after everything is awarded, the holding company gobbles up all the big budget and big creative work. That Hispanic agency is only allowed to do shadow work, churning out translations of what the white agency decides to do. Any meaningful work the Hispanic shadow team tries to create, will be redistributed to the white team and their white partners to actually execute, especially if there's any kind of serious budget.
Then the Hispanic shadow agency turns their attention to imaginary busywork, creating spec work and PSA's for non profits with the sole intention of winning awards. They do that so the Hispanic team hired to work on the new AOR account doesn't get antsy, because they aren't allowed to play with the white agency's ball. They legit get shut out of the account, except to get tossed crumbs and translations every once and a while.
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