Bilingual advertising is crucial in effectively reaching Hispanic audiences across the U.S. The Hispanic community is incredibly diverse, not only in terms of culture but also language. As marketers, understanding and embracing this diversity—primarily through bilingual or Spanglish campaigns—allows for a deeper connection with the target audience. By acknowledging the linguistic nuances within the Hispanic population, brands can create meaningful and culturally resonant ads that speak to both Spanish and English speakers.
In this interview, Guillermo Pérez, Chief Creative Officer at Digo Hispanic Media, shares insights on the power of Spanglish, bilingual marketing and advertising, the use of Dynamic Creative Optimization (DCO) in Hispanic marketing, and the impact of AI in tailoring ad campaigns. We address language and cultural sensitivity in advertising strategies targeting the Hispanic community through his expertise.
The Importance of Spanglish in Bilingual Advertising
When asked about using Spanglish to target bilingual Hispanics, Guillermo Pérez emphasized that language is a constantly evolving entity. “Language is constantly evolving. We all know this,” he stated before elaborating on how quickly and significantly it changes. According to him, Spanglish represents one of the more fascinating linguistic phenomena, even suggesting that it could be considered a language in its own right. He continued, “Spanglish is the mixing of two ways we think and feel and express ourselves.” For many bilingual Hispanics, specific ideas and expressions resonate better in Spanglish than in either English or Spanish alone.
Guillermo Pérez shared an example from a university campaign where Spanglish played a central role. “We did a university campaign a couple of years back… to our reckoning, the first higher education campaign in Spanglish,” he mentioned. He explained that the value of Spanglish lies not only in the words themselves but in how they are constructed and chosen to convey meaning. “Spanglish is an acknowledgment that my language has adopted another, implementing its words and concepts as a better vehicle to express an idea.”
Moreover, he pointed out that the integration of English into Spanish has been happening for decades across Latin America. “We have ‘Spanglish’ in every sort of communication… from pedestrian everyday things like ‘Compra tu combo,’ ‘Aprovecha el Happy Hour,’ to loftier forms with words like ‘Startup,’ ‘Work,’ and ‘Transformation’ filling a void.”
Dynamic Creative Optimization (DCO) for Hispanic Audiences
On Dynamic Creative Optimization (DCO), Guillermo Pérez explained how crucial it is to have a flexible approach to advertising when targeting the Hispanic population. “Being able to create multiple versions of ads from the same baseline idea or template, according to intelligence, analytics, and most importantly audience, is fundamental in big programmatic campaigns,” he noted. DCO allows brands to tailor their creative assets to the specific needs and preferences of diverse audiences, optimizing engagement.
However, Guillermo Pérez stressed that a company like Digo Hispanic Media, which is deeply rooted in the Latino community, naturally incorporates diversity into its campaigns. “In our specific case as Digo Hispanic Media, being true Latino and incredibly diverse, we perform this naturally in meaningful ways for brands,” he said. This personalized approach ensures that ads resonate culturally and emotionally with Hispanic audiences.
“We have ‘Spanglish’ in every sort of communication… from pedestrian everyday things like ‘Compra tu combo,’ ‘Aprovecha el Happy Hour,’ to loftier forms with words like ‘Startup,’ ‘Work,’ and ‘Transformation’ filling a void.”
Bilingual Advertising: The Role of AI in Optimizing Creative for Hispanic Segments
When it comes to AI and its role in optimizing advertising for Hispanic audiences, Guillermo Pérez acknowledged that tools like Chat GPT have become increasingly helpful. “Chat GPT is a great tool for grunt work. I find it also terribly fun,” he shared. While AI can assist in gathering linguistic data and terms, Guillermo Pérez emphasized that genuine authenticity in advertising still requires human creativity and cultural understanding. “The authenticity, of course, always comes from giving context. And the impact, from creativity.”
He also pointed out that while AI might help generate different versions of ads tailored to specific subgroups within the Hispanic community—such as Honduran Americans or Mexican Americans—it’s crucial to remember that language is just one aspect of cultural identity. “Language is an extension of humanity. Focusing on just language itself is pretty archeological in approach. Knowing the people, behavior, value system, and worldview makes language come alive.”
Final Thoughts on Language and Culture in Hispanic Marketing
In wrapping up the interview, Guillermo Pérez reminded marketers that language is only a piece of the puzzle regarding effective Hispanic advertising. “Remember this especially when engaging with Latinos: knowing the people and their culture is key to making language come alive,” he said. For brands looking to connect with Hispanic audiences, understanding linguistic diversity—whether through Spanish, English, or Spanglish—is essential, but so is a deeper appreciation of the cultural context in which these languages exist.
By embracing the fluidity of language and culture, brands can create more impactful and authentic campaigns that truly resonate with the Hispanic community.
“Language is an extension of humanity. Focusing on just language itself is pretty archeological in approach. Knowing the people, behavior, value system, and worldview makes language really come alive.”
Check out: Digo’s Leadership on the Unique Benefits for Brands of Owned and Operated Media and Bilingual Marketing Allows Hyundai to Talk to Each Segment
