3. Me Llamo…

8 Oct

“…Politicians need to forget their obsession with the immigration issue, remember that Latinos are important swing voters and advertise in Spanish, according to an Advertising Week panel called “Will Latinos Elect Our Next President?” -Laurel Wentz, http://www.adage.com

I consider myself a bicultural American; my mother is Mexican and my father is Danish. I’ve discussed troubling immigration concerns in detail with my extended family, some of which still remain permanent residents without citizenship. Ad Age is spot on; the ‘immigration’ ship has sailed. However, the idea to campaign (for anything, really) in Spanish is held up as a revolutionary concept. Politics aside, brands should be embracing this practice more often.

The Spanish language is quickly gaining a more influential presence in the United States. Not only do we have no official language, but it is also becoming more and more common for immigrants to make little effort toward learning fluent English. The Hispanic population makes up more than 16% of the U.S. population, according to the U.S. Census Bureau. That’s plenty big enough to swing a vote. That’s plenty big. And the number is only growing. Spanish enrollment beats all other elective languages in U.S. public schools by a long shot.

Mexican, Carlos Slim, remains Forbes’ most wealthy billionaire with a net worth exceeding $70 billion. Large corporations, in conjunction with small businesses, rely on the ability to communicate across all levels of the organization. Sometimes, it is a necessity to simply speak Spanish. Below are a few brands who’ve already mastered this skill:

Miller Lite

Goya Foods

Finally, agencies are starting to put together multicultural specialization efforts, such as Havas, that will continue to provide services to better reach the Hispanic market in the US.


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