#hispanicadvertising

[thespecialistworksus]

Cascarones. #internationaladvertising #thespecialistworksus #itransactmedia #hispanicadvertising #cascarones

[thespecialistworksus]

Takis! No need to say more. #takis #hispanicadvertising #thespecialistworksus #itransactmedia

[elementol2]

AHAA elects Marco Lopéz to Board of Directors

It's another exciting day for Elemento L2! 

Recently, Elemento L2's EVP of client services and co-founder, Marco Lopéz, was elected to AHAA's Board of Directors. As a board member, Marco will work closely with AHHA's governing bodies and Executive Director Horacio Gavilan to support the organization's advocacy initiatives and thought leadership strategies designed to increase corporate investment in Hispanic and multicultural marketing. 

Way to go Marco! Check out the AHAA's formal announcement here.

[alifeexploring]

Latinas Living La Vida Rica

A report from Nielsen recently called upscale Latinos, “the most influential segment since the baby boomers,” controlling $4 out of every $10 spent by Hispanics. According to the study, Hispanics are helping shape the landscape of America’s economy and have become a game changer for marketers. Latina women are at the forefront of this new wave of power; the percentage of Latinas earning more than $50,000 has grown more than 200 percent over the last 10 years. Such statistics, and the realization that this group is largely being ignored, inspired Journalist Alida Valdes to create a media destination specifically for upscale Latinas. RICA magazine, scheduled to launch November 15th, will cover lifestyle content: from fashion and beauty to books and celebrities. RICA will target the fast-growing demo of sophisticated Latina women who are very much interested in reading about these topics. Valdes says the magazine will avoid being overly ethnocentric. According to her, a mistake with ethnic websites is that they assume the Latina only wants to read about people like her. Instead, the magazine will cover content usually seen in magazines such as Town and Country or Uptown, but through a Hispanic and luxury lens. While publications like People en Español and Latina have been successful in targeting a broader Hispanic audience, publishers agree that not much attention has been paid to the luxury Latina consumer, going so far as to say the upscale Latina has been underserved and maybe even ignored. Why are we sharing this? Valdes’ initiative to create a new category in publishing points to the fact that Latinas are growing as a powerful consumer, ready to be taken seriously. Now is the chance for advertisers to target this demo and court her with luxury brands. However, as Adweek mentions, while advertisers want niche, they also want scale. Whether RICA can attract enough upscale Latina readers to warrant advertisers’ attention, only time will tell. Link to Article: http://www.adweek.com/news/press/rica-new-online-lifestyle-magazine-targeting-wealthy-latinas-153092

[alifeexploring]

“Retro-Acculturation” defines younger Latino generations

These days more 2nd, 3rd, and 4th generation Latinos are seeking out their families’ cultural roots, language and traditions and creating a unique identity of their own; a process known as “retro-acculturation.” Instead of feeling the need to assimilate, younger Latinos are rediscovering their identities.  For some it means taking Spanish lessons and for others, like Santiago, it means learning how to play the quijada (a musical instrument made from a donkey jaw). Santiago, 36, was born in Los Angeles to Mexican parents. As a native English speaker, he grew up playing hip-hop and heavy metal. On a recent trip to his parents’ native town of Oaxaca, Mexico, he discovered a woman playing a quijada and decided to get one for himself. Now he leads a band in Oakland that plays an Afro-Colombian style called “cumbia,” where he plays the quijada.

According to Guy Garcia, president of the research group Ethnifacts, Latinos across the board are “embracing a kind of dualistic identity, an identity that is contextual, that’s much more fluid, not this or that, but this and that.” Some call this phenomena “ambicultural,” or living in both worlds. Stories like Santiago’s point to a pattern that has been true throughout the America's history: as diverse groups join the mainstream, they change it. Why are we sharing this? This trend underscores the fact that cultural relevance does not disappear with generations born within the US, in fact, it can actually become stronger as they rediscover their heritage. Travel brands can leverage this trend by reaching consumers through special offers to Mexico or by highlighting travel destinations, like Oaxaca, that allow Latino youth to rediscover their Hispanic ancestry and roots.

Link to Article: http://www.npr.org/blogs/codeswitch/2013/04/28/179277601/for-some-young-latinos-donkey-jaws-and-latino-roots