Hispanic Creatives Just Want to Be Revered for Creative Ability

I just graduated and entered the Hispanic Advertising industry. I have been thinking about the same thing. The difference is that I am a planner. Feeling more connected to the Hispanic culture does make the work and inspiration easier and more emotional.
I am also an immigrant (not even 1st generation) however acculturated. Being a creative for the Hispanic market shouldn't harm your career, although soem agencies may see lack of general market as a lack of experience while others a benefit of your broad talent.
Good Luck! - Cyn Apfelbaum

It is unfortunate that a general decline in cultural literacy in North America, together with complete global economic hegemony has produced a situation in which the English speaking culture has appropriated the imagery and text which comprise the ubiquitous audio visual matrix in which we all swim. This is a necessary historical convenience.

Those of us who manufacture that matrix should not confuse the lingua franca of the economic empire, with actual people or a homogenous national or cultural identity. A closer examination would reveal that such a perception is patently incorrect.

Case in point: The art deco graphics that gave Vanity Fair and Vogue their unique character in the 1930's, 1940's and 1950's, forever establishing those brands, were done by Eduardo García Benito.

Balenciaga and Carolina Herrera were Spanish (Basque) and Venezuelan, respectively.

Picasso and Dalí ruled art throughout most of the 20th century and the novel as an art form was rescued by Gabriel García Marques, Camilo José Cela, Julio Cortázar and Paolo Coehlo, to name but a few.

The cinema was shocked by Dalí and Luis Buñuel in the 1920's and 1930's, and cinema today features Guillermo del Toro, Alejandro González Iñárritu, Penelope Cruz, Javier Bardém, Pedro Almodovar, just to begin the list.

Santiago Calatrava and Rafael Moneo are two of the world's leading architects at the moment and the great modernist architect Oscar Neimeyer was actually Brazilian, even though his name is German.

Keep in mind: "Those who cannot remember the past, are doomed to repeat it".

This often misquoted line comes from the "American" philosopher George Santayana. Except his real name is Jorge Agustín Nicolás Ruiz de Santayana y Borrás and he was born in Madrid.

Think about this while you have a Dos X or sip a Mojito.

Hi Jeanette,

I don't think somebody has to be limited to ethnicity. Geography & life experiences make a difference.

I'm a white guy (European ancestry) in Wisconsin. There are some Hispanics here, who haven't lived in warm climates.

In Texas, there are white people who never touched anything more than 1 inch of snow, which melted soon after.

If a client wanted sales copy written for winter related products, I think I could write more meaningful copy for any ethnic groups (including Hispanics) in WI than anybody who hasn't dealt with snow on a regular basis.

Though I've been in tropical & subtropical areas, I've never been in TX. A Hispanic creative in TX knows more about weather related issues in TX than I do. Compared to me, a Hispanic in TX could probably write sales copy for a hot weather or hurricane related product that's more relevant to whites in TX.

If it were a case of translating sales copy into a specific dialect of Spanish, a Hispanic in TX could probably translate better for Hispanics in WI than I could. But a white person who's been living in Mexico for 50 years may do a better translation for Mexicans than a Hispanic who has never been in Mexico.

In general, I agree "the distinction between a creative and a Hispanic creative was laughable." I'm not comfortable trying to distinguish against or in favor of anybody based on ethnicity.

Whether it's in show business or life in general, labeling & type casting are problems. I can understand "I am left wondering whether or not pursuing the world of Hispanic marketing would be a death sentence to my career." If that's the case, potential clients would lose your insights & talents. It'd be their problem & would probably be self-inflicted.

Its effect on you would be unjustified, but you may want to consider this: Would you want to work with or for somebody who discounts you & your work on such a shallow basis?

There are apt to be others who are wise enough to realize & recognize what you offer no matter which career path you choose.

In "Good To Great", Jim Collins advises people & firms to choose work based on what they can do the best, what they feel passionate about & what they can profitably do. Best, passion & profit are 3 circles, where they overlap is where you should focus your energy & talent.

When you reach your level of greatness, stretch yourself some more & you'll reach higher greatness.

You've gained experience, knowledge & wisdom. You can use them as liberating forces or as cages. Based on what you've written, I think you know how to use them. What you need now is to find your confidence inside.

Dennis S. Vogel Two Rivers WI independent contractor marketing consultant

First, I want to thank you all for responding to my post. I respect all of your opinions and think that it is interesting to get the perspectives from three different people, in three very different areas.

Cyn: Thank you and best of luck to you also.

Sagarzazu: Your knowledge regarding Latino designers is definitely applaudable, and I agree with the quote you used in that "Those who cannot remember the past, are doomed to repeat it". I am certain that most of the aforementioned people at one point or another experienced the brunt of adversity based on their ethnicities, as the entered a predominately American/English speaking market. While somebody in my position should be aware of this, as I already was, you must also have the propensity to pave your own way heeding the obstacles, but not allowing it to overcome you. The qualms I have related to entering the field of Hispanic marketing are based on the fact that many a Hispanic creative has been relegated to this field merely because that is where they have worked. I want to have the flexibility to move in and out of multicultural marketing with relative ease so that I am revered for my talent, not just the insights I can provide about my culture/people.

Last but not least Mr. Vogel: I agree with you also in that people should not be limited to ethnicity, but the harsh reality is that this sometimes ends up being the scenario. Geography and life experience definitely should make a difference, and sometimes do which is why Hispanic people speak English, Spanish and Spanglish. I never let people's perceptions of me define who I am, and plan on superseding anyone and everyone's expectations of me across cultural lines. The matter is less about me finding my confidence inside, more than it is about making people feel confident about me as a creative.

Great article. I believe that it doesn't matter what type of Creative you are. Whether one is a Creatve that strictly focuses on the Hispanic market or on any other market. As already well stated, "A Creative is a Creative is a Creative". So, would I switch from being a Creative that focuses on the Hispanic market to one that doesn't, my answer is "Hell NO". Where's the pride?