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Hispanic Market agencies will all be gone within 5 years, if any of them last that long. It was a robust industry for some years but is dying because few people inside those agencies truly care about issues that Latinxs in America faced in the past, or face now.
The bulk of the decisions in Hispanic Market agencies are made by foreign talent on visas who have only recently started living on American soil and who mostly want to prove to General Market agencies that they can do the very same work as anyone in the General Market. They don’t care about the Hispanic Market, they care about getting their next gig in the General Market, and it shows.
The Hispanic Market agencies will die off, and be replaced by what’s quickly replacing them now... General Market agencies that just cast some brown people in their existing ads and sometimes add some Spanish VO or a reggaetón song over the top and call it a day.
Can I be a bad Puerto Rican? I’m not sure what the present of it is
By the way, why will it be a tragedy when the Hispanic Market agencies disappear? Because the General Market agencies, left to their own devices, hurt Latinxs. Remember that it was an Ogilvy exec who coined the term “Total Market” and set out to convince brands that multicultural agencies weren’t necessary, that General Market agencies could handle all that work themselves, and that brands should (and did) shift money from Hispanic agencies and teams and workers to mostly white General Market ones.
That’s the very same Ogilvy that’s in the news today for accepting millions of dollars from the Border Patrol to create publicity videos explaining why Latinx activists are wrong, and detention centers are a gosh darn great place for kids to be held in cages.
https://twitter.com/raicestexas/status/1146646538472398848?s=21
@President1 Honest question: How do you think “caring about the Hispanic Market” would change the fate of that part of the industry? I mean all agencies, both GM and Hispanic react to what their clients are asking for. Hispanic Market budgets are getting cut all around the board. The cause of it, I don’t think is because the agencies don’t care for the Hispanic Market. It’s more because the clients and brands themselves don’t think it’s worth their money (regardless of whether that’s right or wrong, that’s what they seem to think).
And this point exactly has been going on for decades
More resources should go toward Hispanic Market marketing/advertising considering the buying power of Hispanics/Latinxs
I think it’s going to go the way of assimilation. More than half my agency is Latinx and get both sides of the coin but consume less and less “Hispanic” media. I’ve also seen less and less foreign talent that understands the American Hispanic market because it’s in reality just General Market with an understanding of Hispanic culture in the U.S. I still gravitate and appreciate any marketing that has me as a hispanic in mind, however that has less to do with my ethnicity and more to do with my lifestyle as an acculturated Latinx. This generation of Hispanics will still watch shows in Spanish, listen to music in Spanish and speak Spanish but they also do that all in English. The market may still be there over the next generation but I don’t think the demand will be as strong due to Gen X Hispanics living in a dominant English speaking environment.
I think the ad industry will need to adapt to the Hispanic markets needs. It may end up being less larger campaigns and more event or product specific projects (which is what I tend to work on.) That could either turn into smaller budgets year round or one big budget production per year. Perhaps GM agencies will have a Hispanic/multicultural department? I just don’t see hispanic agencies growing unless we begin to work on general market in addition to Hispanic. I can’t predict the future but I would guess bilingual/bicultural agencies will also pick up the slack