Latinum Network


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

Felipe Esparza is “un Buen Fit” for Honda Fit

Esparza for Honda Fit Photo: iSpot.com
Esparza for Honda Fit
Photo: iSpot.com

Combine two of the most desirable and least-understood consumer segments – Hispanics and Millennials – and you get Hispennials, a target market everyone wants to hit. Honda has a big Latino campaign for its little 2015 Fit, using the bulky comedian Felipe Esparza  (photo) hype its many features to Hispennials. The TV spot, via Honda’s Hispanic agency Orcí, includes digital, experiential and social media components, according to Mediapost, based on the hashtag #UnBuenFit. Andrew Orcí, the agency’s CEO, says it’s the first fully integrated, bilingual campaign that Honda has done.

Latinas Lead Hispanic PR Push
Havas PR launched a multicultural practice that will focus on gaining earned media and social buzz within the Hispanic community. Havas Conexiones is led by by five Latinas with Argentinean, Cuban, El Salvadoran, Mexican and Puerto Rican backgrounds, stationed in Hispanic hot spots around the country, including New York, California and Texas. Havas Conexiones has released a report called Mi Casa en Los Estados Unidos: Millennials of the Border States. Among the findings is that 61 percent of the Hispennials surveyed said speaking Spanish was an important part of their lives.

Is “White” a Useless Demographic?
The New York Times followed up its June article on identity fragmentation among Hispanics trying to answer census questions with another piece that discusses the complexities of Hispanic racial and ethnic identity and points out that Hispanics aren’t alone in grappling with this conundrum: Many Arab-Americans don’t consider themselves white. What the NYT makes clear is that the concept of white as a race seems to be defined merely by the absence of any stronger ethnic identity. It concludes by quoting Kenneth Prewitt, a professor of public affairs at Columbia University and the author of “What Is Your Race? The Census and Our Flawed Efforts to Classify Americans,” who seems to think that race is an outmoded concept altogether.

Latinum Network Adds CPG Expertise
The brand advisory service appointed Graciela Eleta as senior strategic advisor. Eleta, formerly SVP of Univision Communications’ Strategy & Insights Team, also gained experience in consumer packaged goods, retail, over-the-counter health products and beverages when she served as vice president of Procter & Gamble’s Multicultural Division. Latinum Network is a member-based brand advisory network that provides proprietary research, a bilingual consumer community and a mobile platform.

First Original Spanish Netflix Production
NetflixNetflix will spice up its existing menu of Spanish-language content with what is likely the first original Spanish series produced by an over-the-top video service. According to Variety, the still-unnamed, 13-episode series produced by Alazraki Entertainment centers around a family feud among a family that owns a soccer club. The show will be shot in Mexico with a Latin American cast. The series is a smart move for Netflix as it continues its international expansion, but it will compete for eyeballs with ad-sponsored video and TV programming.

Join us at PORTADA Mexico!

logo2Dallas-based Daisy Brand is not new in the business of buying Hispanic media. In fact, the family-owned dairy producer has been buying Hispanic television for quite some time. The difference now, says Craig Ziemkiewicz, senior brand manager at Daisy Brand, is that they now know what their TV buy actually delivers. “We are now able to track Hispanic buyers who watch general market TV, so we capture the viewing habits in a more holistic and complete way,” says Ziemkiewicz, who worked in tandem with the Latinum Network to better understand why the Daisy Brand was underserved with the Hispanic consumer and how to change that.

Latinum, says Ziemkiewicz, provided Daisy Brand with research, insights and best practices derived from its network of companies and that, in turn, helped the dairy producer identify strengths and weaknesses of its marketing strategy and understand how it would benefit from a total market approach. “That level of accurately tracking TV spillover watching is not possible with a traditional approach,” Ziemkiewicz explains.

Latinum's Michael Klein
Latinum’s Michael Klein

“Companies used to have a general-market strategy, then, in isolation, an ethnic one. That is expensive and ineffective,” adds Michael Klein (left), co-founder and managing partner of Latinum Network, which last month launched Latinum Total Market, a business solution that aims to help brands tap into “the power of multicultural consumers” through an integrated approach.

Using a total approach only makes more sense when looking at the numbers behind the so-called multicultural market, which represents over 50% of the total market and is becoming the greatest growth opportunity for brands. What’s more, multicultural consumers represent over 70% of total spending increases in the U.S. over the past 10 years. “We need a strategy to market to a multicultural nation, rather than just a Hispanic one or an African-American one,” says Klein.

Among the brands already embracing this approach, says Klein, are several blue chip marketers, including P&G, General Mills and McDonald’s, but also smaller players like the NBA, which he says has been very progressive in its approach to cater to the bicultural, bilingual Latino, using an add featuring an English-speaking Latino on mainstream television, for example, to capture the non-Spanish dominant Latino basketball fan.

While Latinum does not analyze before-versus-after data, Klein says clients are reporting “great ROI response,”  from embracing a total market approach. Does this means ethnic agencies will soon be a thing of the past? “Not at all,” he says. “Brands need to look at the overall market, but then develop a brand strategy that looks at the whole complexity of the market.”

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