Page 43 - Hispanic Market Guide 2022

The 2022 version of the Annual Hispanic Creativity report is an editorial project shared by Circulo Creativo USA, PRODU and the Hispanic Marketing Council (HMC), which for the second straight year explores the dynamic work of multicultural agencies and their creative output. The following report is based on contributions from alma with its campaign “Better With” for Pepsi; d expósito & Partners with Hispanic Influencer Engagement for NYC Health + Hospitals; BBQ Agency with Hy Cite for Royal Prestige; Casanova//McCann with Jasmin and Christian for Mucinex; Dieste with Deja Tu Huella (Leave Your Mark) for Cheetos; and We Believers with Plastic Fishing Tournament for Corona beer. There is a two-way work in progress to educate brands about the cultural changes going on and the existence of new audiences. Nothing is static. It’s a fact. A cultural revolution is underway in the United States, whose demographic changes are shifting toward a multicultural majority faster than expected, according to figures from the 2020 Census and ratified by the Hispanic Marketing Council (HMC). Brands who make continuous efforts to connect with the multicultural market are seeing results that demonstrate the economic power of Hispanics. In addition, these are brands that promote cultural diversity in the talent they recruit and partner with segment marketing experts that boast cultural expertise, innovative thinking and creativity in their DNA to deliver bottom-line results. Simple ideas, collaborative effort, effective storytelling and calls to action are all creative elements found in the multicultural campaigns highlighted this report. One thing is for sure, our society is ever-changing, and much of these changes are being led by multicultural consumers who continue to push the boundaries of expectations. It’s critical for clients to understand this, to acknowledge and respect the impact these consumers have on society and on corporate bottom lines. Abe García, CCO, Dieste HMC 2022 HISPANIC MARKETING COUNCIL 43