Courageous Clients Take Marketing Risks

“Recognizing the optimism and progressive thinking in Hispanic households, these marketers trusted their Latino agencies’ insights and creativity to get a strong message across and build bridges to a local community.

Leticia Dibildox
Marketing Director-fabric and Home Care
U.S. Hispanic Market and Puerto Rico
Procter & Gamble Co.

Leticia Dibildox and the Procter & Gamble Co. Hispanic agency, Conill, undertook a four-week U.S. research tour called Project Immersion, including “closet interviews” at home to talk with women about what the garments in their wardrobes meant to them. “

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