crossculturalism

Much like a physical nerve, a video like this is s...

2012-02-19T19:26:50.389-08:00

Much like a physical nerve, a video like this is stimulus that is either welcomed or rejected by a body. I think respect is the anesthesia that would block all the pain from the pinched nerve that is xenophobia.

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chiropractor Doncaster pinched nerve

It's probably targeting just the right audienc...

2011-12-26T01:22:00.144-08:00

It's probably targeting just the right audience. There needs to be proper sensitivity though.

Would recommend Howard Zinn and the Zinn Education...

2011-09-19T11:01:10.185-07:00

Would recommend Howard Zinn and the Zinn Education project to your wife. Perhaps she already knows of course.

Agree Anonymous2. The "dissapointment" i...

2011-09-17T13:04:08.202-07:00

Agree Anonymous2. The "dissapointment" in the article is directed at the traditional Multicultural advertiser who benefits from a separate group of people. Fortunately, there are many agencies, television stations and marketers who are changing their approach. Reason to hope.

What I find unfortunate is the tone of disappointm...

2011-09-17T12:48:07.466-07:00

What I find unfortunate is the tone of disappointment in this article. As with all ethnicities that come to America, they do assimilate. I believe Angela Merkel made the point that the experiment of multiculturalism was an utter failure. You can not have a culture within a culture as it will create permanent 2nd and 3rd class citizens.

A very famous man once said, "If you are friendly only to your friends, how are you different from anyone else? Even the heathen do that. But you are to be perfect, even as your Father in heaven is perfect." I'm certain God doesn't see us as skin color...why should we?

Anonymous2.

If NO Hispanic ad agencies had been called to the ...

2011-08-22T08:25:12.445-07:00

If NO Hispanic ad agencies had been called to the pitch... I could see your point. If GSD&M battled it out AND won... your point is absolutely wrong and it was a deserved win.

If, I assume, Hispanic agencies WERE called, perhaps they just were not able to step up to the plate? Or could not prove the value that they brought to the brand? Or their understanding of the real Hispanic market (vs. some idealized version)?

The knife cuts both ways. I think Hispanic agencies should go after general market accounts and win. By the same token, general market accounts should also go after Hispanic accounts.

That's what capitalism is all about

VERY nice point. The only point I'd make is ...

2011-08-18T21:29:08.467-07:00

VERY nice point.

The only point I'd make is that as a new generation comes of comic-book age and they're faced with 2 spidermans...which do they choose? Remember, they never knew Peter Parker.

It's an interesting thought to think about, although I agree with your main premise that the substance may not actually be there and the changes may be pandering.

Still...I'm glad to see it.

Hi Ken! Interesting post, thank you. I agree with...

2011-08-18T19:50:20.016-07:00

Hi Ken!

Interesting post, thank you. I agree with your basic premise regarding the tide-change that is beginning, it's an awesome time we live in.

However, I think your Spiderman example falls flat when you state "...listening to 90% black artists, seeing a black president, consuming anything but American food...and then think of Peter Parker. Slight disconnect?"

Ummm...no, no disconnect at all! Because Peter Parker has always been white! If you're a black kid and follow Spiderman (or Superman, or Indiana Jones, or Luke Skywalker, etc.), well then you like them for what they are, and making them more like "you" is probably besides the point. In fact I think the opposite applies, this smells like a cash-grab/PR stunt, and I bet the savvy youth of today can probably tell.

To summarize, I agree that the tide is changing towards a more accurate and interesting reflection of our world, and the young designers and artists will make this a certainty as they leave their mark in the next years. But examples such as the Spiderman one, I see them as 99% glitz (and financially driven), and 1% substance.

Hi Ken, I am a fellow Chicagoan working the Hispan...

2011-07-27T21:04:42.537-07:00

Hi Ken, I am a fellow Chicagoan working the Hispanic media industry. Would love to meet you one day. Let me give you my perspective. When I saw this clip I got the impression that Univision is desperately trying to have it both ways.

They want to maintain their "Spanish is all" positioning and create a perception that Univision is popular with NGL's as well. That is simply untrue.

The Golden Age of Spanish TV is coming to a long, slow new reality and Univision is just trying to create a new image for itself, one that goes against everything they have stood for.

In short, makes them sound like snake-oil salesman.

Raul Chavarria

You're on Craig. And thanks! I'll keep fol...

2011-07-08T04:29:47.954-07:00

You're on Craig. And thanks! I'll keep following you, you keep inspiring us all.

2011-07-08T04:28:46.393-07:00

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Hey Craig! You're right on all points, althoug...

2011-07-08T04:27:45.459-07:00

Hey Craig! You're right on all points, although for some reason I felt this one was ripe for a cool, young Hispanic shop to target white buyers. Let's see what GSDM brings to the table. They're a good shop. See if they can channel their latino side.

It seems Jarritos isn't interested in their ex...

2011-07-07T21:52:59.314-07:00

It seems Jarritos isn't interested in their existing base. They want the GM dollars, market and young Caucasian buyers. Not that there is anything wrong with that. Money is money, but what a lost opp to remain authentic and form a more genuine long term appreciative new base. But maybe GSDM can deliver that?

Congrats on the new gig! Let's change the worl...

2011-07-07T21:43:17.640-07:00

Congrats on the new gig! Let's change the world!!!

Completely agree Jaime. I think that's the key...

2011-05-03T06:45:45.376-07:00

Completely agree Jaime. I think that's the key point.

The implications to marketers go way beyond simply Advertising in Spanish. Clearly, if the definition of American is changing, then I'm guessing the definition of "General Market" changes right along with it.

Advertising in Spanish is key...but frankly, unless you change your general market too, you're probably missing the whole point.

Thanks for the great catch.

Sure, more Hispanics. We have to advertise in Span...

2011-05-03T06:42:56.664-07:00

Sure, more Hispanics. We have to advertise in Spanish. Got it, but doesn't it seem like the change is bigger than that? Or rather, that the implications from the change go beyond simply advertising in Spanish?

Ken, you said, "But only if you do it careful...

2011-04-26T06:20:37.073-07:00

Ken, you said, "But only if you do it carefully, with the right product, right pricing and right expectations," which is something that has been on my mind for many years. Until now, there was little info online or anywhere else that would encourage me to do what I've spent half my life doing; but I did it anyway. Now, I hope to find that my efforts and vision are about to pay off, not only for me but for those to whom I wish to market the fruit of all my labor. My website and my name should be enough for locating and identifying me, and by May this year, I hope to launch a literary work called Tierra del Oro. The first historical novel of this multi-book saga will be "Forty Grains of Black Powder." Tierra del Oro is a dramatic adventure based on a fictional family, set in Mexico in the 19th and 20th centuries, with an accurately researched historical base. I hope to market this work to EVERYONE, but am most interested in getting feedback from the Latino community.

Hi, first time blogger. Thank you all for the insi...

2011-03-03T14:02:09.287-08:00

Hi, first time blogger. Thank you all for the insightful opinions.
Ken, great info. I appreciate how you made lemonade out of lemons. Your spin on what to focus despite the #'s and facts, Fabuloso!! I hope to read more of your opinions.
Ivonne - I totally identified with you and how well you explained every point. Thank you for your perspective.

Sure John. It's actually Simmons NHCS 2009 (fa...

2011-02-26T13:09:00.730-08:00

Sure John. It's actually Simmons NHCS 2009 (fall, I think). Be well!

Ken, I realize this post is almost a year old, bu...

2011-02-25T09:56:54.150-08:00

Ken,

I realize this post is almost a year old, but do you happen to recall your source for those stats in your comment above? Thanks.

Agreed on all points jojo. Totally relevant in the...

2011-02-18T05:47:18.771-08:00

Agreed on all points jojo. Totally relevant in the most crosscultural of ways. And of course, perfect for Detroit. I know a lot people thought he was shoehorned into the spot...but whatever, it works.

what better cross-cultural icon than Eminem. Even ...

2011-02-17T13:28:00.700-08:00

what better cross-cultural icon than Eminem. Even though I can't really stand him, I have to applaud the fact that for this spot, he is very, very relevant. He is white, but he is a white person who is not of the "old-white school". He's the embodiment of multiculturalist influence. And the fact that he's from Detroit, well... that's a no brainer.

Hi Ken, I live in Buenos Aires, Argentina, and I l...

2010-12-07T06:59:28.917-08:00

Hi Ken, I live in Buenos Aires, Argentina, and I love your approach! Is there any chance to receive or view anyway your presentation at adweek? I leave you my email federico(AT)nsbla.com.

Very best, Fede

Hola Benedicto del Campo. Entiendo tu frustración,...

2010-12-05T11:14:09.228-08:00

Hola Benedicto del Campo. Entiendo tu frustración, la cual percibo claramente a través de tu post, sin embargo estoy en desacuerdo con la perspectiva que presentas respecto a lo que es ser "realmente Hispano".
Como cada quien tiene derecho a tener y a expresar su propia opinión, respeto la tuya y solo te voy a dar el ejemplo real que tengo mas a la mano en este momento "YO"; y de ahí tu sacaras tus propias conclusiones.
Nací, crecí y viví en Venezuela, hasta los 32 años cuando emigre a los Estados Unidos (eso fue hace 9 años), con un solo idioma en mi haber, "español". Aprendí a hablar y a escribir en ingles estando en este país, por lo tanto me siento obviamente mucho más cómoda hablando y escribiendo español.

A ver...basándonos en mis características demográficas: "first generation Hispanic", "Spanish preffered Hispanic", "newly arrived"... listo! - la publicidad Hispana tradicional me mete en mi cajita de "Hispanic audience" asumiendo que llegan a mi a través de Univision o Telemundo verdad? Pues NO. Hay otra cara de esa moneda y es esta:

- Mi nombre es Ivonne Kinser... (ya que mencionaste lo de los nombres). Y por cierto, no tengo una gota de sangre Americana en mis venas. Como diríamos en mi país, soy “Venezolana de pura cepa”.
- No solo leo este y todos los otros blogs sobre temas que me interesan "en ingles"... SIEMPRE, sino que escribo mi propio blog de "Hispanic Marketing"… “en ingles”.
- No veo JAMAS televisión en Español. Simplemente el contenido no me satisface y encuentro mas entretenido (para mi gusto) el contenido de los canales en ingles...Aunque se quien es Guillermo Capetillo (creo que lo llamaste "Andrés" en tu post, pero su nombre es "Guillermo"... A menos que estés hablando de su hermano Eduardo que también es actor... pero en fin, y para so salirnos del tema sigamos...
- Leo revistas y libros en Ingles SIEMPRE, a menos de que lo que quiera leer no este disponible en ingles lo cual no es muy probable.
-Hablo todos los días con mi familia “en español” y a mis hijo les hablo SIEMPRE en español.
- Hago mi compra de mercado en el supermercado Hispano porque es en donde consigo los ingredientes para cocinar mis platos Latinos…en my casa se come MUY Latino y hasta a mis hijos nacidos aquí en los Estados Unidos les encanta mi comida.

Creo que ya pinte un retrato bastante claro de "mi" como consumidora y ahora te pregunto:
If one of you clients would want to reach me, what outlets would you include in your media recommendation?
In which language would you recommend your clients to talk to me?

I would love to hear your answer. Maybe we have it all wrong and you have a much better approach that could help all of us Hispanic advertisers to be more effective when reaching "Spanish Preferred Hispanics”...like me...

2010-12-05T11:09:01.910-08:00

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