According to Knowledge Networks, with the acquisition of GRA Cada CabezaSM online panel and team of expert researchers, Knowledge Networks has elevated its long-standing commitment to Hispanic consumer research, becoming the leading force for understanding how to capture $1 trillion in U.S. buying power among Spanish-speaking Americans.” Garcia Research team of 15 will continue to work out of its Burbank, CA office. “GRA shares our focus and our passion for making insights actionable for clients of all types, and Cada Cabeza provides an excellent complement to KnowledgePanel Latino,’ stated Simon Kooyman, CEO of Knowledge Networks. Knowledge Networks is backed by Oak Investment Partners, Alloy Ventures, Meritech Capital Partners and Maveron.

Trend
It is interesting to see how in less than two weeks two independent Hispanic research firms have integrated, in one form or another, with general market firms. In addition, Translation Planning the multicultural agency launched by Marketing mogul Steve Stoute, is currently negotiating a buyback from parent Interpublic Group of Cos.  Translation is moving away form its identity as a multicultural agency and seeks to rival bigger general market firms.
Many clients are looking at the market in a more integrated way and are looking for research and advertising agencies that provide excellent Hispanic capabilities together with other multicultural and general market skills.
As Martin Cerda told us in an exclusive interview with him, the U.S. Hispanic marketing and advertising industry is “moving quickly from a siloed, less integrated approach to a holistic and more synergistic view of the marketplace where Latinos are better recognized for influencing, shaping, and changing the entire U.S. consumer landscape.”

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