NEW YORK (AdAge.com) -- The U.S. Hispanic market has a lot of bad clients who set a lower standard for Spanish-language work, or talk down to Hispanic consumers, or are simply too nervous to approve cutting-edge creative in a market they don't truly understand.
Not Peter Intermaggio at Comcast, a company that consistently commands more than its share of the very best Hispanic creative, a tradition he is upholding since joining Comcast a year ago.
Mr. Intermaggio, 52, brings the perspective of a whole career on the agency side. Although new to the U.S. Hispanic market, he gained experience with other cultures as a worldwide managing director at Ogilvy & Mather, leading global initiatives for some of the biggest global brands such as IBM and American Express.
"He sets the bar high," says Ken Muench, director of planning and research at Grupo Gallegos, one of the most creative Hispanic shops, and winner of two Gold and one Bronze awards this year for Comcast's Spanish-language CableLatino package.
Mr. Muench says this approvingly.
"Once we make the case for Hispanic, he is as demanding with us as with his general-market agency, Goodby. He puts Hispanic on the same level, both the Hispanic consumer and his Hispanic agency, as the general market, and expects as much."
Mr. Intermaggio says his transition from the agency to the client side has given him "a broader view of how advertising sits in the overall business equation."
Right now Comcast and Grupo are rolling out market-by-market an upgraded Nuevo CableLatino product with more channels and features such as video on demand.
"Great creative stems from understanding the audience and the insights into that audience," Mr. Intermaggio says. "The principles behind great work aren't difficult, whether the audience is Spanish-speaking consumers or sports lovers. The formula for success begins with an insight."