Wednesday, September 23, 2009

Hispanic Creatives Just Want to Be Revered for Creative Ability

by Jeanette Guardiola

A good idea is a good idea, is it not? So does this mean a good idea in English is also a good idea in Spanish? And what about Spanglish?

As a creative and second-generation American, I have had the unique advantage of having a personal connection with the Hispanic market. I represent a group of people less visible in the media but ever present in the streets of New York and other U.S cities. The subject of this post is a sensitive one and a topic that I have heard people discuss in their cubicles, but not outside of them.

Marketing to American Latinos is more than merely translating an ad and adding a more Latino-looking figure. It begins with the understanding that Latinos are multilateral and can be spoken to in English, Spanish or Spanglish. I saw many examples of this in the time that I spent working as a creative in a Hispanic advertising agency in New York. There I met Asians, redheads, Venezuelans, Cubans, Puerto Ricans and more who joined together and spoke an amalgamated language of different accents, all with the same fervor and passion for the industry.

The fervor that these people have displayed for their work has also in a sense trapped them. I know firsthand that there is this concern among creatives that they will be pigeonholed into Hispanic advertising if they dabble in it long enough. More than one creative director has "warned" me of this.

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