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FOCUS ON US HISPANIC MARKET
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Hispanic
wake-up call The growth of the Hispanic market in the United States is being seen as a game-changing way to boost ROI. Hispanic agencies give their views to Maria Eugenia Gomez of PRODU, Miami
r Gustavo Razzetti, chief strategy and engagement officer, Grupo Gallegos: The 2010 census was a “wake-up call to advertisers”
n Sergio Alcocer, president and chief creative officer at LatinWorks: “We want to know what this growth means, and not just its size”
n Aldo Quevedo, president, Dieste: “Advertisers want more contact with all the Hispanics out there”
f Alejandro Ortiz, creative director , Casanova Pendrill: “Advertisers will have to present new choices to their customers”
R
ESULTS of the 2010 census showed that 50.5 million Hispanics live in the US, 16.3% of the country’s total population. The corresponding demographic study in 2000 showed there were then only 35.5 million Latinos, which means that in 10 years the population has jumped by 46.3%. “The figures obtained by the 2000 census were a wake-up call to advertisers about the growing Hispanic population. But results of the 2010 census now have companies asking themselves what they should be doing in this market,” says Gustavo Razzetti, chief strategy and engagement officer of Grupo Gallegos. The trend is sparking companies’ marketing teams to review their investment levels and the possible ROI of the strategies they currently have in the works. According to Sergio Alcocer, president and chief creative officer at LatinWorks: “The figures provided are undoubtedly TUESDAY, JUNE 21,2011