Siri, Why Don’t You Speak Spanish?

Posted: 16th May 2012 by The Marketing Show in Multicultural

By: Kunur Patel, Laurel Wentz Published: May 16, 2012

Even though Siri was born in California, a state where more than one-third of the population is Hispanic or Latino, Apple’s voice-activated personal assistant doesn’t speak Spanish.  With Siri its major selling point, the iPhone 4S has flown off the shelves, despite running the risk of alienating the U.S. ethnic group most gaga for smartphones: Hispanics, who are more likely than non-Hispanic white adults to own them.

Zooey Deschanel and Siri speak English to each other in an ad.

Even so, some think Apple stumbled in not including a Spanish-language Siri when it launched in October.  “I have several friends who purchased iPhones for family members and then returned them because Siri doesn’t speak Spanish,” said one Hispanic media exec. “At first they thought the phone was broken. Then they said, ‘Siri es una estupida.’ “

And though Siri has starred in Apple’s ads for iPhones in the U.S., she can’t be part of its sell in China because she also doesn’t speak Mandarin — the No. 1 language by volume of speakers.

That doesn’t seem to be hurting iPhone’s popularity there, though. Apple grossed more than $10 billion in Asia-Pacific in the first quarter, second only to the Americas $13 billion. Apple earned $8.8 billion in Europe in the first quarter.  Apple did not respond to a request for comment.

In addition to English, Siri speaks German, Japanese, French and even celebrity. (“Siri, remind me to put the gazpacho on ice.”) Apple has said that additional languages, including Chinese, Korean, Italian and Spanish, are on the way this year.  “Apple has a roadmap and has to get all the bugs out,” said Steven Wolfe Pereira, exec VP at MediaVest and managing director of its multicultural unit, MV42.

Apple has long used software like Siri to make its devices more appealing. For example, iTunes drove rabid demand for iPods. Similarly, iTunes was available in the U.S. first, then Europe and then elsewhere worldwide.

Originally posted on Ad Age Digital  –

By Glenn Llopis.

There is a growing necessity for brand marketers to provide culturally relevant content and messaging that specifically targets US Hispanics.   In fact, Nielsen’s recent study, The Hispanic Market Imperative – clearly states that Hispanics are the largest immigrant group to exhibit significant sustainability of their culture and are not disappearing into the American melting pot.

Now that we have confirmed that cultural sustainability matters to US Hispanics, companies must become more educated about the Latino community not just as consumers – but more importantly, as people and the identity we represent as a diverse community.   They must recognize that Hispanics buy brands that empower their cultural relevancy.“Studies show that embracing American culture does not strip Hispanics of their heritage or render them susceptible only to mainstream marketing influences,” says Armando Azarloza, president of The Axis Agency, a leading national multicultural marketing agency that focuses on the importance of tapping cultural movements. Hispanics in America are growing tired of being the target of new marketing campaigns by brands that are not creating cultural connectivity.  In fact, Latinos are more likely to turn away from brands that are only interested in selling to them, rather than empowering their cultural relevancy.   Hispanics are more inclined to build trustworthy relationships with people and companies that take the time to understand who we are and what we represent morally, ethically and culturally.    The Hispanic market can no longer be viewed as a short-term expense, but rather should be approached as a strategic long-term investment.

The business case for organizations/brands to invest in the Hispanic consumer should no longer be a mystery.   The recent announcement by ABC News that it plans to join forces with Univision News to create a multiplatform news, lifestyle and information programming aimed at U.S. Hispanics – says it all.  If that doesn’t tell you where culturally relevant content is headed – the Nielsen study revealed that if US Hispanics were a standalone country, their market buying power would be one of the top twenty economies in the world.

The bottom line is that brands continue to misunderstand the Hispanic market opportunity. They are taking a traditional/mainstream approach that focuses on selling features/benefits to gender-specific audiences whose purchasing habits have been known for decades.   “The business case is simple, targeting Hispanic audiences with dedicated campaigns around cultural expression multiplies the entry points and opportunities for brands to establish meaningful connections that ultimately translate into sales,” continued Azarloza.

Hispanics represent a new type of consumer who is connected to their own cultural nuances that support the needs of their family, their heritage and customs.   The Hispanic consumer is looking to build loyalty with brands that properly represents their voices and authentic identity; and that empowers their heritage by effectively embedding their cultural characteristics in how a brand speaks to them.

Cultural relevancy is a two-way conversation.  This means marketers must allow the Hispanic consumer to influence how they brand their brands.   “Marketers must sustain a dialogue rather than continue the stale monologues of the past.  When you invite Hispanics to engage they will adopt the brand with their own characteristics and personal value,” commented Azarloza.

“Brands need to find new ways to engage with Hispanics,” says Monica Gil, Senior Vice President of Public Affairs and Government Relations at Nielsen.  “It’s time for companies to understand the behaviors that drive Latinos to connect emotionally with their brands.  Until they do, they are leaving revenue and market growth opportunities on the table.”      Brands must empower the value of Hispanic Heritage in their messaging and communication strategies all year round – not just once a year when it is formally celebrated, September 15th – October 15th.

Brand engagement with Hispanic consumers is about being able to show that your organization believes that their purchasing power and voice matter.  This means that brands must measure ROI with a longer-term objective focused on helping the Hispanic community strengthen its voice across generations.    Hispanics want you to earn the right to become a member of the family.  This is how you build ultimate trust with Hispanic consumers.

“To open this door, brands must identify and hone in on those unique and powerful cultural insights and triggers.  These ultimately will form the foundation of a compelling campaign that will foster consumer desire, loyalty and relevancy and set it apart from its competitors,” says Azarloza.

With a median age of 28 years old, the timing is ripe for organizations/brands to make a firm commitment to the Hispanic consumer.  It’s time to strengthen a consumer segment whose identity in America has been weakened by brands that attempt to force Hispanic loyalty using traditional mainstream marketing tactics rather than earning it by empowering cultural relevancy.

“Corporations need to start feeling comfortable about being uncomfortable,” continued Gil.  “Brands need to start putting the Hispanic demographic shift conversation into action by making a commitment to understand what it all means to their brand(s).  Hispanics have a hunger for consumption, but prefer brands that speak their language and embrace their cultural heritage. Brands need to take more risks by sprinkling “Latinoness” into their mainstream ads (as Volkswagen did here), concludes Gil.

Originally posted in Forbes  –

Univision’s Upfront Pitch: You Want Hispanics? You Need Us

Posted: 14th May 2012 by The Marketing Show in Media

By Steve McClellan, May 11, 2012,

Univision unveiled a multiplatform upfront strategy Friday that includes more than a dozen new prime-time programs across its terrestrial networks in addition to a number of new online series and several other digital initiatives that will make much of Univision’s programming available to viewers on demand on multiple devices.

Randy-Falco-BB1Embracing the theme “Latinos Live Here,” Univision CEO Randy Falco told reporters on a press call that with a 73% share of the Spanish-language TV audience in the U.S., marketers “need to come to us if they want to reach them.”

The new Univision programming announcement followed word that the network had done the first major upfront sales deal this year, inking a deal with Publicis Groupe’s Starcom and sister multicultural shop Tapestry for clients including Kellogg, Mars/Wrigley and Burger King, which are shifting dollars from English to Spanish-language TV.

New prime-time novellas (produced through an exclusive arrangement with Mexican programmer Televisa) include When The Heart Commands, billed as a love story about resentment and revenge. Also on tap is a romantic comedy, For Her, I’m Eva.

The network, which celebrates its 50th anniversary in the fall, also unveiled a new digital network, UVideos, which will offer thousands of hours of Univision programs on demand and that will be accessible via multiple devices including game consoles, smartphones, tablets and Internet-enabled TV. It will feature social media options as well, including TV check-ins and other social streams, and will launch this summer.

“We’re doubling down our effort to meet the overwhelming demand from consumers and advertisers for premium digital content,” said Falco, “and we’ll be offering much more of our popular” programming across multiple platforms.

The network is pitching marketers that its array of assets is the best way to reach the estimated 20% of the average marketer’s target that is Hispanic. Unlike many nets, said Falco, Univision still has 94% live viewership and 68% unduplicated reach, and twice the online traffic of any other network.

The company also has a number of original online content projects in the works including a Web novela from Televisa and two that are being produced by Univision in association with actor/director Kate del Castillo. All three are designed exclusively for air on UVideos. Company officials said that access will have some authentication elements, which were not detailed.

At its upfront presentation Tuesday (May 15), the network will unveil the launch of a series of genre-specific broadband channels that are being developed with outside partners.

Several reality shows will return next season, including a joint Univision-Endemol production, Look Who’s Dancing! 3, as well as the seventh installment of Our Latin Beauty, which is produced in house. Parody and Little Giants, both from Televisa, return for a second season.

The network also said it was expanding its news studios in New York, Miami and Los Angeles in time for its coverage of the presidential election campaign this fall. (Earlier this week it confirmed a cable news channel joint venture with ABC News.)

As for the sales market, David Lawenda, president, advertising sales and marketing for the company, said that several more deals are near completion. He told reporters that the Starcom deal signaled the company’s intention to sell simultaneously with the major broadcast and cable networks. “This is huge,” he said. “Five years ago we were an afterthought.”

Originally posted on Media Daily News -

Advertising directed at the Hispanic community in the United States is moving away from ads in Spanish to focus more on potential consumers who are bilingual but who are preserving cultural elements that distinguish them from other Americans.

Experts from the sector gathering in Miami on Thursday agreed on that central fact at the Annual Conference of the Association of Hispanic Advertising Agencies.

“Hispanic advertising is undergoing a very clear change which is the result of a much more general change: there are more and more Hispanics in the United States but there are fewer and fewer who speak Spanish,” said Gustavo Lauria, a member of the AHAA and president of the Circulo Creativo.

In an interview with Efe, he said that traditionally we have referred to Hispanics as those who spoke Spanish and advertising for Latinos was filled with “cliches, stereotypes, phrases in Spanish and campaigns based only on the language,” but both concepts “are disappearing.”

“Although traditional Hispanic advertising … is no longer so strong, this is a great opportunity, but it has to adapt itself to this new reality,” he said.

Luis Miguel Messianu, the president of the ALMA advertising agency, one of the 10 largest in the country, emphasized that “we’re seeing a resurgence of the pride in people’s origins and roots,” in which “Spanglish” has a larger and larger space.

The ad execs agreed that there are more and more brands that are targeting “multicultural” customers “who speak in English,” and “they are also looking for their advertising to be done by a multicultural agency.”

Why then not create the same advertising for everyone? According to Lauria, although there are second-generation Hispanics who prefer to use English, “they are growing up and handling themselves day to day in a context that has a high Hispanic influence, that makes them consume in another way.”

“The customs, the ways of doing things in life, of acting and all that has to do with culture and roots are very different,” said Lauria, who gave the example that “Hispanics have a very different closeness with their family” than other Americans.

“On the weekend, the ‘gringas’ dress down and the Latinas dress up,” Messianu graphically summarized after having studied the Hispanic market for brands like Neutrogena and Maybelline.

Originally published on May 4, 2012

By .

Add Nielsen to the list of many organizations that have now studied, sliced, and dissected the new Hispanic market. But this study, released earlier in the month, has given us a few new things to think about.

800px-2010-us-census-hispanic-map U.S. Hispanic Population, 2010 Census.


First is the sheer relative size of the market. The U.S. Hispanic market is expected to reach $1.5 trillion in buying power by 2015. Numbers like this have been reported before, but the 2015 number is even more interesting when you look at the relative strength of the market. According to Nielsen, the per capita income of U.S. Hispanics is now higher than it is in any of the so-called emerging BRIC (Brazil, Russia, India, China) nations. Shorthand: if U.S. Hispanics were a nation, it would qualify perhaps as the world’s leading emerging country. If that doesn’t get your attention, I don’t know what will.

But let’s pause a moment before looking at Nielsen’s other key finding: namely, that Hispanics “exhibit distinct product consumption patterns and are not buying in ways that are the same as the total market.” Just a few weeks ago, the Pew Hispanic Center – an organization that has been following the development of the Hispanic market perhaps more closely than anyone else – found that most Hispanics reject the use of the umbrella terms “Hispanic” and “Latino.” According to the study, a “majority (51%) say they most often identify themselves by their family’s country of origin; just 24% say they prefer a pan-ethnic label.” With evidence that Hispanics are not a simple, monolithic tribe, what use do marketers have with generalities about the size of the market, the strength of the market, and – as Nielsen’s note about “distinct product consumption patterns” suggests – the special habits of participants in the market?

The answer lies in the countervailing evidence that marketers have uncovered. Despite the fact that many of us would rather identify according to country of origin, there are in fact things that bind a wide range of different Hispanic cultures in the U.S. I call this effect the “metatribe” – the loose aggregation of different groups that sometimes come together when they are approached the right way, or the wrong way. According to the results of a recent project sponsored by the White House (disclosure: I am an informal advisor to the group), Latinos throughout the U.S. – regardless of their country of origin – are interested in jobs, education, healthcare, immigration reform, and Hispanic heritage. The lesson for marketers here may be, “Don’t get hung up on labels.” Hispanic, Latino…a rose by any other name may smell as sweet. Provided the effort is authentic, Hispanics can be approached as a group.

But what I like about the Nielsen study is that it takes the idea of unity one step further. By saying there are distinct consumption patterns, Nielsen in essence is saying two things: first, because of the sheer size of the market, marketers will absolutely need to adapt to the new patterns:

“In many categories, Hispanics have different consumption growth rates than Non-Hispanics. Beverage sales trends powerful evidence of Hispanic consumers acting as the accelerators for growing categories and the brakes for declining ones. This can be described as the Hispanic Advantage that is found in the projected Compounded Annual Growth Rates (CAGR) from 2010 to 2015 in eight of nine beverage categories, where Hispanic CAGR is equal to, and in many cases higher than the CAGR of non-Hispanics. These projections mirror trends show powerful evidence of Hispanic consumers acting as the accelerators for growing categories and the brakes for declining ones.”

Second – and this is what’s most interesting – the Hispanic market is not showing any signs of acculturating or vanishing into the so-called “melting pot.” That may not be a challenge for marketers who have accepted the realities and dictates of multicultural marketing. But for those who haven’t, it may be a big wake-up call. If Hispanics keep growing at the pace we are expected to grow – one out of three Americans by 2050 will be of Hispanic descent, according to projections by the most recent census – and we keep refusing to “melt,” the U.S. Hispanic market, with all its irregularities, may soon become the new normal, or at least one of the new normals.

Advice to marketers: do not wait. The future is already here.

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By Avi Dan,— Forbes

As ad agency honchos descended on LA Last week for their annual convention, the executives would have benefited from a short ride to Hollywood Boulevard, home of the Kodak Theatre, for a moment of reflection. Just as disregarding the impact of digital technology led to making the Kodak brand irrelevant, general-market agencies are risking becoming irrelevant as well by ignoring the cultural and ethnic diversification of America.

Our society is moving toward becoming truly multicultural. According to the 2010 Census, the so-called minority population, mostly Hispanic, African-American and Asian-American, is rapidly rising and now makes up 35% of the population. It is an unmistakable trend that will make these multicultural groups the majority by mid-century. California, Hawaii, New Mexico, and Texas – as well as the District of Columbia already have so-called minority populations that have exceeded 50%.

While assimilation had once been the ideal of emerging cultures, minorities now seek integration without surrendering their ethnic identities. Society is being reshaped – from a melting pot to a cultural mosaic. Consumer tastes are changing. Food, TV shows, and even the language is adapting to the new society, yet advertising has not.

While some progress has been made without more diversity in general-market agencies, the notion that these agencies can have a relevant insight into various ethnic and cultural groups and engage diverse audiences had not proved itself. General-market agencies lack the insight and the ability to discern nuanced cultural influences.

Worse yet, multicultural agencies are often asked to simply translate irrelevant general-market campaigns for ethnic audiences, as if they were a foreign market, and call the process “adaptation.” This kind of generalization and irrelevancy of ideas is not respectful of the target audience and invariably leads to cheapening the brand equity and fray its relationships with these ethnic consumers.

General-market agencies are not diversified, but the industry is, to some extent. There are hundreds of specialized multicultural shops, and many new ones have opened in the last 5 years. This is a reaction to the inability of general-market agencies to connect with ethnic audiences effectively, and recognition by corporate America that these specialized agencies are filling a void. Until there is more diversity in general-market advertising agencies, there will continue to be a need for African-American, Hispanic and Asian multicultural shops.

Yet, these agencies are not treated fairly and they are not allowed to compete on an even playing field. While in a few categories you can see a multicultural agency landing an Agency Of Record, or lead agency, assignments, it is extremely rare for a multi-cultural shop to be retained as an AOR for general-market assignment. Marketers are seemingly willing to accept the failure of their relationship with a general-market shop every 3 years on average, but are not willing enough to retain an ethnic shop for general-market assignment, even though work created by multicultural agencies targeting ethnic audiences often resonates equally well with general market consumers.

The robust growth rate of so called minority groups shows how brands and agencies can lose relevancy over the next few years if they don’t align themselves with demographic trends better. It is not just the right thing to do. It’s also the smart thing.

Original post –

By Sam Thielman— Adweek Hispanic marketing 2012

Call it the Hispanic TV baby boom. For decades, the biggest player in the game has been Univision, and while that’s not going to change anytime soon, dozens of newcomers—some 100 channels, up from 15 in 2001—are crowding the field.

With new cable channels from Univision, multiple Spanish-language channels via Comcast, plus a planned broadcast network from no less than News Corp., Hispanic TV is marginalized far less than it was even just two years ago. NBCUniversal is pouring money into Telemundo, the No. 2 Spanish-language broadcaster, as well as cable network Mun2.

MundoFox represents a serious investment for News Corp., hoping to shake up the Spanish-language TV landscape much as it did when it launched Fox as a serious rival to the onetime Big Three English-language nets. Meanwhile, ABC-Disney is rumored to have its own Spanish-language news partnership in the works.

And yet, while this is a growth market in which programmers and advertisers alike have dollar signs in their eyes, the Hispanic demos being targeted—desirable because of their growing numbers and large youth population—are not always so easily defined, easily understood or, thus, easy to pin down.

There is also the formidable challenge of competing in a market for years wholly dominated by two players.  As far as the 800-pound gorilla of the category is concerned, Univision—which has finally emerged from its protracted legal snarl with content provider Televisa—was the only major broadcaster to grow audience in the coveted 18-49 demo last season.

The network possesses a couple of attributes advertisers love: viewer loyalty (an astounding 67 percent of Univision viewers watch only that network) and negligible DVR usage among its viewers. Even Comcast CEO Brian Roberts, with dominion over Univision’s direct competitor Telemundo, has pointed out that the breakdown of the Spanish-language TV market is essentially 80 percent Univision and 20 percent Telemundo. (The actual ratio is about 74 percent Univision, down from 79 percent a decade ago.)

Per SNL Kagan, Univision generated $825 million in advertising revenue in 2011, while Telemundo earned $329 million.  Univision is also increasingly tracking ahead of its competition in the mainstream, coming in first on Friday night among 18-to-34-year-olds during February sweeps. It also regularly beats NBC in the 18-49 demo. It’s little wonder, then, there remain persistent rumors the company has an IPO in the works.

Cesar Conde, president of Univision Networks, insists the company views the expansion of the marketplace as nothing but positive, regardless of whether it makes for more competition. “The pie has grown for everyone, which has been a tremendous benefit for Univision but also for our friends and colleagues in the business,” he says.

It’s been about 15 months since the latest data broke from the 2010 U.S. Census and the American Community Survey, which parsed population growth between 2005 and 2009. Both showed that the Hispanic population grew exponentially during that period even as the recession slowed immigration.

The U.S.-born Hispanic population, in other words, is expanding naturally and rapidly.  A result has been that the constellation of Latino TV stars, once largely ignored by English-language networks in the U.S., are getting closer attention.

That more or less pits everyone wanting to reach Hispanics with strong roots abroad against Univision. The vast majority of international telenovela talent works for the Mexican media conglomerate Televisa, which has a first-look deal with Univision that guarantees the network considerable leverage—at least until its stars’ popularity fades, which can be a long time to wait.

The relationship between the two companies hasn’t always been a comfortable one. Televisa sued Univision for breach of contract in 2009, claiming $134 million in unpaid royalties in a bid to end its contract early. The companies eventually settled out of court for an additional $585 million in ad time, and their renewed agreement (through 2025) is more than amicable.

“At this point, we can really unlock value that neither of us had access to before,” Conde says. “In the original agreement, neither of us had access to digital rights. At the risk of stating the obvious, nobody capitalizing on digital rights does nobody any good.”

Conde doesn’t underestimate the value the partnership brings to his company. “This is one of those transactions in which one plus one equals three,” he says.

Meanwhile, Emilio Romano, a media veteran and former Univision board member who was tapped to become president of Telemundo last September, says his network aims to make inroads with talent from other networks by offering them perks to jump to Tele-mundo.

“We can devote time to our actors and actresses and help to build not just their on-screen careers but their singing careers and [more] in the whole 360-degree environment,” Romano says. “We’re finding that that’s very powerful.”

There are other variables that a company as large and far-reaching as NBCU can exploit. For example, Telemundo won the rights to broadcast the 2018 and 2022 World Cup—a coup that didn’t come cheap. The company shelled out a reported $600 million for Spanish-language broadcast rights (Fox paid $400 million for English-language rights).

Compare that to 2005, the last time a World Cup deal was negotiated, when Spanish-language rights went for $325 million and English-language broadcasts sold for $100 million. As programming gets more expensive, expect ad rates to follow.

Spanish-language programming is getting more sophisticated as the size of the market grows. While it’s true that many American Hispanics love novelas, repackaged programming from abroad does not necessarily resonate as much as material produced in the U.S. for American audiences.

With that in mind, Univision’s stateside production company, Univision Studios, has generated U.S.-specific material for the network since it was created in 2009.

“It’s natural over periods of time that communities, people, audiences evolve, and that’s one of the responsibilities for us as a media company to evolve with them,” says Conde.  Consequently, Latino-focused TV production in the U.S. has ramped up and is where advertisers are happiest putting their budgets.

“We’re importing less and making more, and obviously that’s expensive,” says Jose Tillan, general manager and evp of MTV’s Spanish-language sister, Tr3s. “But it also rates the best and it’s what our advertisers want, rather than an imported product from Mexico or Colombia or Venezuela.”

Significantly, the latest Census data showed the U.S. television industry in the U.S. not only that there was an underserved segment of the population—second- and third-generation Hispanics who don’t care so much for repackaged programming from elsewhere in the Americas—but also that they weren’t most effectively leveraging general market content with these audiences.

Romano says Spanish-language broadcasters run the risk of losing an enormous chunk of their bilingual viewership. “When we’re dealing with Hispanics who are Spanish-predominant, the language barrier works in our favor, and they’re watching only Spanish-language media. Second- and third-generation Hispanics can go anywhere in the general market,” he explains.

In short, Spanish-language TV doesn’t tell the entire story of the Hispanic consumer. Second- and third-generation Hispanic Americans watch plenty of English-language television, of course. As that audience grows more acculturated—and likewise, as the American culture and TV programming come more and more to reflect this particular segment of the population—nostalgia for entertainment by way of the rest of the Americas could wane.

Therefore, the explosion of new television networks won’t necessarily look like the invasion of the telenovela.  Director-producer Robert Rodriguez—best known for his feature films El Mariachi, From Dusk Till Dawn and Sin City, and who is launching a male-targeted digital network for Comcast called El Rey (“The King”)—explains: “Things that work for the first generation don’t work the same way for the others.”

Fully developed Hispanic characters, Rodriguez adds, “mean a little something to people who are Latin because they get to go, ‘Oh cool, we’re on television.’ They don’t want to feel like they’re a niche group that has to have their special programming. They want to feel like they’re part of the culture at large.”

Rodriguez—whose network will be in English, even though, he points out, “You’ll see some things that reward you for speaking Spanish”—says he wanted to create generally entertaining content that would overindex with Hispanic consumers, rather than merely pandering. “People think, oh, they’re a niche audience—let’s make ’em niche programming,” he says.  (It bears mentioning that Rodriguez is one of few second-generation Hispanic Americans to have achieved the highest reaches of the television industry in the U.S., let alone run a network.)

Locally produced content also helps pave the way for integrated talent and product placement, both of which attract more ad dollars as viewership becomes more fragmented, and mobile. As partnerships between advertisers and networks become more common and more tight-knit, Hispanic-focused channels are looking to generate still greater revenue from those deals.

“The biggest thing for me going into the upfront is the inequity in market share,” says Lauren Zalaznick, who heads up NBCU’s Entertainment and Digital Networks division, including Telemundo. “You have 16 percent of the population simply defined as Hispanic through the Census, but we command only 4 percent of the ad dollars in advertising—it’s really disproportionately low,” the executive points out.

NBCU’s position is a unique one. While it is not uncommon for a media company to offer product integration in programs and across properties, far fewer are offering integration by demographic across multiple networks.  One of Zalaznick’s key marketing initiatives in recent years has been Hispanics at NBCU, a program that allows advertisers to buy time on shows across the company’s entire media portfolio which attract a larger-than-average Hispanic viewership, as opposed to buying time on a single network. Those campaigns cost more than a standard-issue media buy, but also they tend to overdeliver.

Univision is getting into the business of integrated marketing as well (see Trending Topics, page 12). That promises to up the ante considerably since closer associations with the network’s biggest asset—its exclusive talent pool—will doubtless attract plenty of advertiser attention.  “There’s such a strong connection to this culture as long as you’re able to offer programming they can’t find anywhere else,” Conde says. “This is a very savvy consumer.”

Original post  –

By Stuart Feil — Adweek Hispanic marketing 2012

The common road to acculturation calls for the native-born children of recent immigrants to rebuff the language and traditions of their parents in favor of the culture of the U.S. melting pot. It was the path taken by European immigrants in the early 20th century, and it is the passage now occurring for Hispanic millennials.

The Latino millennial generation is changing the way the market perceives Hispanic Americans. As the first generation that is predominantly native born, it is clearly the most “American” of Hispanic market segments. Yet it has not renounced Hispanic culture. Rather, it has melded it with American youth culture.

This generation embodies what many people see as the new mainstream for Hispanic marketing. They are a generation that embraces English as their primary language, that is less “traditional” in its relationships, and that sees technology and the Internet as a way to embrace the communal aspects of their heritage and get an advantage in the mainstream world.

Who are these Gen Ys? They are the 20- to 29-year-old children of the huge wave of Hispanic immigrants who arrived in the U.S. in the 1980s and 1990s. According to the 2010 U.S. Census, more than 60 percent of this generation—about 10 million people—is U.S. born. Moreover, they are part of the fastest growing segment of the population. Hispanics overall represent one in six Americans; among millennials, Hispanics are one in five. Their influence extends beyond the Hispanic segment and into the American youth mainstream.

“What we’re seeing is that a 24-year-old Hispanic may have more in common with the 24-year-old African American or Asian American than with his 45-year-old uncle,” says Greg Knipp, CEO of Dieste.

Just as importantly, Hispanic millennials are at the head of the Hispanic bébé boom, leading the wave of Hispanic teens, tweens and kids who will likely be even more acculturated. Consider this: While children younger than 18 made up slightly more than 7 percent of the foreign-born Hispanic population in 2010, they accounted for about half of the U.S. born. These under-20s are 18 million strong and growing.

In a recent report on Hispanic millennials, MTV Tr3s underscored how this generation differs from its predecessors. Unlike their immigrant parents who tried to be less visible, Latino millennials want to “stand out and be noticed.” While they may still embrace parts of their culture—especially family, music and food—they have incorporated American open-mindedness, especially in their relationships. Moreover, “They are abandoning class hierarchies and celebrating working class virtues. This group wants to become heroes, healers, rescuers as well as small business owners,” the report notes.

And popular culture is taking note. The recent number-one film Act of Valor features a group of active-duty Navy SEALs. The leader, Ray, is a real-life Mexican-American Navy SEAL from California, who has won numerous awards, including the Silver Star and the Bronze Star with Combat “V” (for valor). Can’t get more heroic than that.