1+1=3: Changing the Equation with the Booming Hispanic Market is the title of a new book by Dieste, a leading targeted marketing communications company headquartered in Dallas, Texas. The mathematical formula refers to the agency manifesto that includes the following:
I’m Hispanic. I’m American. Does that make me half-Hispanic and half-American? Or does it make me something more? Someone who can fully enjoy everything that I am. Someone who’s not caught in the middle, but rather someone who can tap into the full range of a uniquely rich experience. A person who wants credit for his complete personality and not just what some people want his to be. Hispanic Millennials slide comfortably between two cultures.
Okay, but in the White-dominated world of advertising, 1+1=crumbs. And multicultural marketing experts slide uncomfortably into second-class citizenship or worse.