Advertising to the U.S. Latinx Community
What’s Working and What Still Needs Work.
Ad Age spoke to eight multicultural agencies to see how the Hispanic advertising landscape has changed over the years
“We’ve seen a very specific move in the multicultural agency’s role from distributing the core marketing message in relevant ways; to active participation in the origination of the core messaging strategies,” Matt Ryan, CEO of consultancy Roth Ryan Hayes said. “Several leading marketers are asking their lead agencies to both deliver multiculturalism at their core and to work collaboratively with their specialist partners.”