Hispanic Millenials causing big trouble for Hispanic Ad Agencies

This is the campaign. You tell me who the target is.

A bunch of spots and long form vignettes centered around one young woman,  Rosa Salazar. The story is this: she is extremely social. Very connected to friends and family. Spends a lot of time on social networks and chatting with La Familia. The product: a phone created by Microsoft to handle your social life.

Clearly a campaign targeting Hispanics, right? I mean "Rosa Salazar?" Jane Smith, she's not! It's not even an ambiguous name like Christina. And as far as "Hispanic Insight"...social, connected to family and friends. Loves sharing her life experience. It has it all.

But here's the rub: it ain't a Hispanic campaign. At least not in the Traditional-Hispanic-Agency way of thinking.

It's in English and it was created by agency215, a gen market shop. They're a pretty cool little spin off from McCann and responsible for some nice work for Xbox. And by all measures, the Kin is simply targeting millennials.

And this little case study, I think,  clearly crystallizes the problem Hispanic (and AA) agencies have today--although many have not realized it.

General market shops that are going after Millenials, have no choice but to go after young Latinos. It's not even about "stealing" Hispanic business, as some specialty shops claim. It's about effectively reaching a whole generation. You CANNOT target Millenials without focusing on Hispanics and African Americans.

And so where does that leave Hispanic shops?

Many are just kicking back, relying on Univision's audience to keep the Hispanic Business. But as my previous post suggests, that audience is becoming a smaller piece of the pie. Marketers, I'd guess, are going to be lured by the dramatically growing #'s of young 2nd generation Latinos. They represent a big source of business. They have money. They are focused on brands and love consuming. And they're the future. I would even argue that if you win with them, you win with Millennials.

See the campaign here, or see the spot below ..then ask yourself "Do Hispanic Millennialls and their influence over a whole generation spell trouble for Hispanic shops? Or...could they maybe be an opportunity?"