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?
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