U.S. Hispanic Market Needs to Find Its Voice From: adage.com

One of my biggest gripes about the market is that it seems like we’re always talking to ourselves. By we, I mean U.S. Hispanic ad agencies. Every Hispanic industry event it seems like we’re preaching to the choir. We need an advocate that spreads the word down the client halls and throughout corporate America.

But that’s just part of it. In my opinion, the true lack of voice in the market has to do with the work. Over the last few years, the Hispanic market has improved creatively. We are finally no longer just a blip on the screen at major award festivals. Latino agencies are consistently having a presence at Cannes, Clio and FIAP.

Yet with all this success, we have yet to create our own voice for the U.S. Hispanic market. Today, the voice of the U.S. Hispanic market is what I call borrowed interest. There is some great work, but the best spots tend to be very South American.”*

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