Hispanic marketing agencies will leverage the cultural, language and community expertise to create tailored campaigns that will deliver better ROI.
Tailoring to the huge U.S Hispanic and Latin American population, Hispanic marketing is about taking in consideration this audience’s cultural values, favored languages, community nuances, and traditions to develop marketing strategies that are effective and resonate with those specific consumers.
One of the key elements of Hispanic marketing is dealing with the language difference. Marketers in this niche need to master messaging in both English and Spanish thinking not only about the translation itself, but also what concerns the cultural background.
Trust and credibility are central components of Hispanic marketing. Thus, agencies must be in touch and partner with cultural organizations, community leaders, and festivals so that the audience is convinced by the strategy.
Another element used to position agencies in the sector as credible and trustworthy is engaging with community influencers and celebrities. This collaboration with hispanic musicians, TV personalities, and social media influencers will help agencies be endorsed.
A frequent strategy in Hispanic marketing is changing the product’s name, packaging and even brand imagery to adjust to specific cultural characteristics and social norms such as family traditions, particular holidays, and lifestyle imagery.
The first challenge is to deal with differences in the languages. Besides the obvious differences between English and Spanish, there is also the need of managing variations in Spanish. There are dialects that vary according to the region and consumers may prefer a campaign that is bilingual or, in some cases, including “Spanglish” features.
A second concern is with authenticity. Strategies must be accurate and well-researched to avoid tone-deaf or generic campaigns that will end up alienating recipients. Guaranteeing authenticity is key for building brand loyalty in the community.
There is diversity both generationally and nationality related. Hispanic marketing strategies must be aware of how to develop messaging for the elderly population and for the younger generation. In addition, agencies must be conscious of the different cultural characteristics, values, and celebrations within the different nationalities (e.g. Mexican, Cuban, Colombian) that compose the Hispanic & Latin American community.
Regarding regulation and compliance, there are language requirements and legal disclaimers that agencies must navigate through. Depending on the state, specific regulations exist to oversee Spanish-language advertising, guaranteeing the protection of consumers, language accuracy, and truth in advertising.
On another note, specific guidelines are also present for sectors like healthcare, financial services, and alcohol marketing, which will consequently require customized communication that is adequate to regulations locally and nationally.
The hispanic community is more active than the average in social media and mobile channels which requires that agencies develop strategies catering to these platforms. Not only that, but there is also the growing OTT & Streaming services, which is rapidly evolving in terms of bilingual content, which fosters novel possibilities for targeted advertising and brand-integrated content.
Hispanic marketing agencies will master the adjustment of the creative concepts and imagery in a way that resonates with hispanic cultural traits, humor, traditions, and sentimental triggers that are unique to these consumers. These agencies will also count with the expertise of proficient translators and copywriters, guaranteeing that the translation is not merely literal, but that it actually transmits the intended messaging.
Agencies in this sector will also leverage from local partnerships. They have substantial relationships with Hispanic community leaders and event planners in the sector, besides also having ties with media channels that speak to Latino communities. In addition, they also leverage the engagement and credibility of having established ties with Latino influencers, radio, and TV, that facilitates the connection of brands with the Hispanic audience.
Finally, an advantage of hiring Hispanic-focused marketing agencies is the better ROI drawn from cultural expertise. Agencies in this sector will know the better channel to use (e.g. Univision, Telemundo, Youtube en Español) in order to optimize ad efficiency.
The better ROI also comes through analyzing culturally relevant metrics that are frequently bypassed by other agencies, such as bilingual social engagement, community event participation, and cross-generational referral patterns. Lastly, these agencies are also able to rapidly launch an impactful campaign. With pre-established effective models that engage Hispanic audiences, enabling a faster campaign rollout.
Specialized Sector Agency (Hispanic Marketing)
Headquarters
San Diego, CA
Founded
2001
Company Size
21
Founded in 2001, we are established an industry leader by successfully leveraging the power of innovation and cultural intelligence to accelerate growth for our clients.Captura Group is a certified Minority Business Enterprise & Women Business Enterprise.
Specialized Sector Agency (Hispanic Marketing)
Headquarters
Doral, Florida
Founded
2002
Company Size
34
Hispanic Group was founded in 2002 to address the needs of a minority that was previously underserved: U.S. Hispanics. Our approach is based on thorough investigation and analysis of sociocultural changes, trends, and the everyday reality of Hispanics to gain a deep understanding of their culture. As a minority-owned agency, we are committed to delivering top-quality services and ensuring that we never leave any task unfinished.At Hispanic Group, we work closely with our clients to achieve their set objectives. We strongly believe that effective communication and a committed partnership are key to achieving outstanding results. We strive to become an extension of our clients' teams, understanding their motivations and struggles as if they were our own.With our digital-first approach, we provide innovative brand solutions that reach consumers across their entire conversion funnel. We craft strategies that serve them at every stage of their journey, and we understand the evolution and the importance of multiculturalism and the Latin influence in today’s dynamic market.We are passionate about serving the Hispanic community and are committed to delivering exceptional results for our clients. We pride ourselves on our ability to navigate the complexities of this market and provide our clients with the tools they need to succeed.We hearWe knowWe liveWe loveWe are Latino Culture
Headquarters
Houston, Texas
Founded
2009
Company Size
9
11/11 Media is an advertising agency that provides and implements the best cost-effective methods to reach our client’s target market. Our clients are our focus. Your needs. Your goals. Your success. Everything is possible with our team of professionals!
Specialized Sector Agency (Multicultural-Hispanic Marketing)
Headquarters
Orlando, FL
Founded
2006
Company Size
6
TGA is one of the fastest growing independent multicultural, multidisciplinary advertising and digital agencies in the USA. We consistently generate high-impact results across all platforms and cultures. Plus, we can add a significant new revenue flow with our strong expertise in the growing Hispanic markets.
Founded in 2006, our team is comprised of high-level professionals who bring game-changing expertise from around the world - USA, Europe and Latin America. We make brands culturally relevant.
Specialized Sector Agency (Hispanic Marketing)
Headquarters
Los Angeles, California
Founded
2018
Company Size
1
We are a team of young and invigorated marketing professionals on a mission to educate and connect companies with the increasingly growing U.S Hispanic population. We help companies create a relationship with their existing Spanglish speaking millennial women and tap into new customers with a highly targeted approach. We bring a young and refreshing approach to everything that we do.Our company is grounded in our core values to operate first and foremost from a place of authenticity, reliability, and passion.The Hispanic American population is only growing in size, their spending power increasing, our services will allow companies that want to have a seat at the table as a multinational company obtain and retain that by helping them connect with one of the largest and fastest growing cultural populations, the U.S. Hispanics.We consult and strategize with companies to identify how their company can authentically reach this customer segment. We then assist their team in building a campaign that will reach this audience in familiar and organic ways. - Consumer Insights & Strategy - Campaign Creative & Development - Digital Asset Production - Social Marketing
Headquarters
Austin, Texas
Founded
2018
Company Size
11
We're the leading full-service Hispanic marketing agency for law firms. Our mission is to increase access to legal services among Latino communities, and simultaneously, help lawyers break into the fastest-growing population in the U.S.
Specialized Sector Agency (Hispanic Marketing)
Headquarters
Chicago, IL
Founded
2013
Company Size
5
Spanish+Media is the U.S. Hispanic digital marketing agency for brands looking to scale in the U.S. Hispanic market. Through the seamless connection of cultural relevance and digital marketing, our performance-driven campaigns help brands acquire more U.S. Hispanic customers.
Specialized Sector Agency (Hispanic Marketing)
Headquarters
Los Angeles, CA
Founded
1983
Company Size
43
For more than 30 years, Acento has been a leading independent, full-service integrated marketing communications agency focused on the U.S. Hispanic and total US markets advertising. The agency provides Hispanic advertising and integrated communications services for clients including California Wells Fargo, Century Link, Pollo Campero, Northgate/Gonzalez Markets, TWN Sports, Western Dental, and others.
Specialized Sector Agency (Hispanic Marketing)
Headquarters
Los Angeles, California
Founded
2014
Company Size
53
We are a minority & female owned Hispanic Advertising Agency and have been partnering with our clients for over 30 years. d2H is not only the Industry Thought Leader - we are truly passionate about the US Hispanic market. We continue to set the US standards for Hispanic Direct Response (DR) and our billings have landed us in the Top 50 Direct Response Marketing firms for the last two years. d2H understands the art of crossing over campaigns from the General to the Hispanic Market. Our key to success is transcreation - because it’s not just about translation, it’s so much more than that. We create culturally relevant campaigns that stay true to your English-language success yet still resonate with Hispanic consumers. Capitalizing on our unique blend of experience and expertise, d2H partners with you to create a complete blueprint for the Hispanic Market’s experience with your brand, product or service. We approach each campaign focusing on path to profit - creating a strategy and implementation in partnership with our clients. d2H believes in building brands one sale/ one customer at a time. The proof is in our performance - which we specifically define as a measurable transactional return on your campaign investment (ROI). d2H services break down to three key areas – 1. d2Hispanic Planning: market, budgeting and campaign blueprinting for telemarketing and digital qualification and transaction. 2. d2Hispanic Creative : creative development and production management for all distribution channels.3. d2Hispanic Media: planning and buying for traditional and digital media.
Headquarters
Costa Mesa, California
Founded
1984
Company Size
121
Casanova//McCann is a woman-owned, minority-owned, full-service advertising agency specializing in reaching Hispanic consumers. Based in Southern California with offices around the country, we are one of the top Hispanic agencies in the U.S. We translate culture into business impact by getting to the heart of culture, and we create ideas that move people and brands.
Alario Group is a full service Advertising agency focused in the Hispanic market. Alario's area of main expertise is in local markets (especially Chicago). Alario Group's production house works with both Hispanic and general Market clients. Alario also has the capability, and experience, to produce Polish lenguage projects.
Specialized Sector Agency (Multicultural Marketing)
Headquarters
Burbank, California
Founded
2005
Company Size
23
The Axis Agency is a minority-owned and managed, full-service marketing and communications agency specializing in engaging the new American consumer. We have delivered multicultural marketing solutions for close to two decades.We offer marketing, advertising, and communications across strategy, paid, and earned media, creative, and consumer engagement. Axis puts culture at the core of content-driven, omni-channel marketing campaigns for leading brands looking to engage multicultural markets. As America becomes more diverse and cultures and identities blend traditional marketing and demographic-based targeting have become obsolete. Axis’ omni-cultural approach helps brands, institutions and governments uncover universal insights that allow for the personalization of campaigns across culture, language, and lifestyle. Headquartered in Los Angeles, Axis also has an office in Miami. Axis is a part of the Interpublic Group of Companies (NYSE: IPG) and ranked by Advertising Age as one of the Top 25 Hispanic Advertising Agencies in the U.S. Axis is certified by the National Minority Supplier Development Council as a Minority Business Enterprise (MBE).
Headquarters
Aurora, Colorado
Founded
2019
Company Size
4
We are a 360° local agency: Digital, Inbound and Hispanic that believes in the relationship between strategy and creativity like a motor to make our clients leaders.Tell us about your goals and we will work out solutions to reach your audience regardless of the channel or media.
Specialized Sector Agency (Hispanic Marketing)
Headquarters
Dallas, Texas
Founded
2018
Company Size
11
Vaquero Advertising is one of the best multicultural marketing agencies in Dallas. We have 5 years of experience helping brands expand their presence in the #Hispanic market. ✨Committed to delivering outstanding results, we work with a passion for each of our clients.
Headquarters
san Jose, CA
Founded
2001
Company Size
4
Milagro Marketing us a full service advertising agency open for business in 2002. Historically Hispanic advertising has created communication messages that have been based in stereotypes. Its because of this that Milagro Marketing was born, our team is passionate about creating culturally relevant and socially conscious communications, advertising and creative. We reach, speak to, and embrace Hispanics through marketing communications.Milagro Marketing is where culture and creative intersect to create advertising communication that lets the consumer be introduces to a better understanding our our culture, with all it's color and history, with eyes rooted in the present.I encourage you to consider working with Milagro Marketing when considering reaching out to our rich Hispanic market.