LINKAGE: KFC, Total Market and Hispennial Expansion

A recap of major news on the marketing and media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinskas.

kfcKFC: Something in the Bucket for Everyone

A new TV campaign from the fast-chicken restaurateur makes visually explicit the notion that Hispanics are far from homogenous – even if family dinners are important to most. The KFC spot aims to deliver a one-size-does-not-fit-all message, according to Restaurant News. It's extra-smart to acknowledge that even within a single family there may exist many different cultures and even ethnicities. The campaign is by Creative Alliance, the agency of record for KFC's Hispanic network.

Total Market, Holistic or Multiculti: Success Stories from the Broadcasting & Cable/Multichannel News Hispanic TV Summit

Multichannel News provided a deep dive into the discussions and presentations at the Summit. Presenters remain divided about the need for multicultural agencies or agency desks, as well as whether the total market approach works. But there were plenty of success stories, from the NBA's efforts to attract Hispanics to Sony's use of Facebook to test creative and languages used to reach this audience.

No One Size for All Hispennials

This whole millennial thing has gotten out of hand. To hear some marketers tell it, they're all the same: free-spending, constantly texting, socially progressive -- and they looove those brands. As part of Advertising Week's "Debunking the Millennial Myth" program, two execs from national marketing firm Pinta, Mike Valdes-Fauli and Joe Gutierrez, told the audience that Hispennials are more like Hispanics than millennials.

"Hispanic millennials also openly embrace pop culture and yet understand that associating with Hispanic roots is important, particularly when addressing one's country of origin. Sixty-seven percent want to stand out and be recognized as Latino," according to the Latin Post's writeup.


Susan Kuchinskas @susankuchinskas

Susan has been covering digital media since they were invented. She began her career as a design writer and then became a senior reporter for Adweek, covering the launches of Google, Amazon, Overture and DoubleClick, among many others. She was a senior writer covering marketing for Business 2.0, and then helped found M-Business, a magazine about the mobile industry that, in 2001, was way before its time. Since 1993, she's reported on the internet, digital culture, technology and science. Her work has appeared in Mediapost, ClickZ and other digital publications, and she consults on content strategy for technology and financial clients from a home office in the San Francisco Bay Area.
Susan reside en la Bahía de San Francisco, muy cerca de Silicon Valley y ha cubierto los medios digitales desde que se inventaron. Empezó su carrera como reportera de diseño y luego ocupó la posición de reportera senior de Adweek, cubriendo los lanzamientos de Google, Amazon, Overture y Doubleclick, entre muchos otros. También fue reportera de mercadotecnia en la revista Business 2.0 y luego ayudó a fundar la revista M Business, una publicación sobre el Mercado del móvil que se lanzo antes de que llegara el auge de ese vehículo. Desde 1993 ha reporteado sobre Internet, cultura digital, tecnología y ciencia. Su trabajo ha aparecido en Mediapost, ClickZ y otras publicaciones digitales.

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