Creativity Is My Culture – Why I Didn’t Open a ‘Hispanic’ Shop – Gary Bentz

“In my professional career I have done a pretty good job at carving a niche for myself as a creative director in the so called Hispanic ad industry. As such, Ive brought my “Latino-ness” to the party. Ive brought insights to the Latin culture to help client partners be relevant to this segment of the population. And Ive enjoyed every minute of it. Ive had the honor of working with clients such Miller, Pepsi, Gatorade, Burger King, Verizon and General Motors, to name a few. With these clients, Ive had the opportunity to work with some of the best talent in the commercial world. It has helped me validate my position and my creative talent my portfolio is proof of that. It has also taught me something about culture.

Its all cool to address us Latinos in our own language and its OK to make the images livelier with bright colors and big bold letters. Im fine with bringing the family and the hot music to help connect. While this is the first instinctive approach to make sure everyone is on board with what must be in target, I dare to challenge those who think we Latinos live in that exclusive traditional box. “

Comments are closed.