Page 52 - Hispanic Market Guide 2022

Amplifying the voice Elias Weinstock, EVP chief creative officer at Casanova//McCann, said that the most important differentiator of a multicultural agency is its cultural expertise, The capability to understand the specific values and cultural insights that make a campaign connect emotionally with our consumers. Elias Weinstock, EVP Chief Creative Officer, Casanova//McCann Using ad spaces to amplify the multicultural voice is key. In addition, many agencies use their thought leadership platforms to lecture, write by-lined articles in marketing trades and share proprietary research to tout the need for segment-specific multicultural marketing and help brands anticipate shifts and trends when it comes to connecting with these audiences. As the U.S. undergoes a seismic cultural change, modern multicultural marketing must change along with it. As an industry, companies will face new challenges but also great opportunities. Marketers must shift their thinking, deepen their understanding of race and ethnicity and acknowledge their impact on multicultural American subcultures. The better brands understand these cultural nuances, the more they will improve their brand relevance and longevity. Abe García, CCO, Dieste 52 HMC 2022 HISPANIC MARKETING COUNCIL