Alive and Weaving

Tony Ruiz

Argues that a brand will not succeed in appealing to the 40 million Hispanic market in the U.S. unless it understand and connects fully with their culture, both in choice of media and the idioms used to present the message.

Alive and Weaving

Tony RuizThe Vidal Partnership

So much is written and said regarding the 40 or so million U.S. Hispanic consumers. The more attention this market receives, the more sophisticated, complex or downright scary we can make it. The simple bottom line on this market is this — it's a valuable consumer whose everyday life is made of two worlds and if your brand is only alive in one of those worlds you won't be success ful.

Hispanics, born here or there, are very much part of this Country's mainstream culture. We want to successfully participate and we...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands