Marketers of the Year

“Three out of five are not yet 40. There is a banker, an airline executive, a car salesman, an online maverick and a beverage expert. They come from all over, but they all have one thing in common: They are Marketing y Medios’ first Marketers of the Year. Their ways of working couldn’t be more different. One is a Harvard MBA who spends large portions of business trips asking Hispanic waiters or taxi drivers about their Internet use. Another spends his frequent-flier miles conducting Q&As with farmworkers as well as ethnic members of the cocktail culture. A couple have Mexican wives and work and live with one foot in and the other well outside of what many consider to be the U.S. Hispanic reality. Perhaps that is why they are so uniquely aware of the traits that define their consumer: ambitious, struggling, unbanked, emotional, difficult to reach, and yes, extremely profitable … if handled with care.”

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