Executives at MRM, an arm of Interpublic Group of Cos.' McCann Worldgroup, said insight about second-generation U.S. Hispanics is needed at a time when they comprise almost a quarter of the 44 million U.S. Hispanic population.
Second-generation Hispanic consumers, who are increasingly bilingual and internet savvy, need different marketing approaches than first-generation Hispanics, said Maria Lopez-Knowles, senior VP, MRM Worldwide, and a member of the panel.
"You can't reach the second generation the same way you reached the first, which is through Spanish media," Ms. Lopez-Knowles.
Alongside their own buying power, second-generation Hispanics are important because they influence their parents' brand decisions, she said.
"[Second-generation Hispanics] are translating the language and culture [for their parents]," said Ms. Lopez-Knowles.
Other members of the panel -- whose members are a mix of marketers and MRM clients -- include Lorena Sandoval Denny, VP-Hispanic advertising, Washington Mutual; Luisa Acosta-Franco, assistant VP-emerging markets, Farmers Insurance; James Ortiz, executive marketing director, U.S. Army Recruiting; José Piñero, director-diversity and multicultural marketing, Microsoft; Todd A. Thompson, VP-marketing and research development, office products worldwide, Avery Dennison; and Chris Velasco, director-branded entertainment, MSN.
The panel met in September and plans to meet bi-annually and conduct quarterly discussions over the phone.
"MRM is dedicated to delivering supremely targeted, relevant and compelling consumer messages on behalf of our clients. We believe the American-Hispanic panel is a necessary, insightful asset that will help us learn more about this rapidly expanding segment and optimize our program offerings," MRM Worldwide CEO Reuben Hendell said in a statement.