Yo soy un güiguaqueador - The Latino Identity Project and the Question of Languages.

“My job as a planner is not to defend Spanish. Instead I seek to understand intimately the Latino consumer’s psyche and build strategies to connect them with my clients. A recent event in a New York court of law typified this line of thinking. A translator of the court system told one of my planners at Winglatino that during a recent trial he realized that language is but one of many components of equal importance for connecting with Latinos living in U.S. We were all ears. After all, this is one of the premises for the Latino Identity Project recently presented by the Association of Hispanic Advertising Agencies (AHAA), a project I have been a part of for the past year. “

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