HISPANIC SHOPS TARGET TOP MARKETERS

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Hispanic ad agencies plan to take their case to the top ranks of marketers, trying to convince them that those agencies-rather than general-market shops-are the best way to reach the growing Hispanic population.

"We need to target the CEOs and leading executives," said Horacio Gomes, president-chief creative officer, HeadQuarters Advertising, a $17 million Hispanic shop based in San Francisco. Mr. Gomes hosted the 33-member Association of Hispanic Advertising Agencies' recent semiannual meeting.

TOP-LEVEL INVOLVEMENT

Some Hispanic agency executives complained that too many senior corporate executives rely on subordinates to guide marketing initiatives. "Oftentimes, you go to a midlevel manager who's not interested in the [Hispanic] market," Mr. Gomes said.

AHAA is creating a strategic communications plan to be presented at its meeting in February. The campaign likely will include newsletters, print advertising and face-to-face meetings designed to target executives who can decide to steer dollars toward the Hispanic market, said Aida Levitan, exec VP, Sanchez & Levitan, Coral Gables, Fla.

The new push will expand on an ad created for AHAA by La Agencia de Orci, Los

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