Monday, August 3, 2009

Taking Hispanic Marketing Beyond Language, Acculturation

NEW YORK (AdAge.com) -- Starcom MediaVest Group is partnering with NBC Universal-owned Telemundo Communications Group on an in-depth Latino-identity study to give marketers more insight into the changing U.S. Hispanic market and help the companies develop relevant content.

The study will go beyond language and acculturation, said Monica Gadsby, CEO of SMG Multicultural, the multicultural media holding company within Starcom MediaVest Group. "It's too easy to put Hispanic in the Spanish box that clients check and move on. In the last five years, the Hispanic market has gotten far too complex. It's impacted by language and levels of acculturation but also passions and interests and lifestyle that shapes a person's identity."

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