It’s pretty impossible these days for anyone with media jobs in online advertising agencies to ignore the growing influence of Hispanic consumers. Business development managers who want to tap into this expanding audience might do well to take note of a new development from the specialist agency JeffreyGroup, which is launching a spin-off shop called Pinta to augment its existing emphasis on Spanish-speaking consumers.
The art of cross-cultural marketing
The new shop will operate out of offices in New York, Los Angeles and Miami (where, like its parent JeffreyGroup, it’ll be headquartered). Any business development manager who feels a blend of puzzlement and intrigue over its chosen name will get an “Aha!” moment as soon as they realize it’s the Spanish word for “paint” and is intended to metaphorically evoke “the art of cross-cultural marketing.”
Upon its launch, it will have 20 employees who between them will work with a veritable A‑list of brand names, including Johnnie Walker, Facebook, 21st Century Fox’s “Fox Hispanic Media”, Diageo, Toronto-Dominion Bank’s subdivision TD Bank and T‑Mobile US.
The senior VP of marketing, brand and advertising at T‑Mobile US, Peter DeLuca, said, “The Hispanic market for T‑Mobile is extremely important.”
His company launched a “concentrated effort to the Hispanic community” eight years ago chiefly because T‑Mobile could see that Hispanics “were among the earliest to adopt smartphones.” Even though they’re still consuming a big range of English-language communications and they’re one part of T‑Mobile’s broader audience, DeLuca say his company needs to communicate with them in Spanish, the language they’re most comfortable with, too.
A unified voice
JeffreyGroup’s founder, chairman and CEO, Jeffrey Sharlach said that his agency had been thinking about forming a new shop like Pinta for some time.
As savvy business development managers will be aware, the success of online advertising sales today increasingly rests on the cross-cultural or “total market” approach – crafting ads that carry appeal for a demographically diverse general audience instead of directing particular ads at particular audiences like African Americans or Hispanics. “The multicultural customer is the new mainstream”, as Toyota Motor Sales USA recently put it.
Pinta’s president and CEO Mike Valdés-Fauli says there will “no longer be one message for Anglos and one message for Hispanics” but “one unified voice and coherent strategy” instead.
We think this shop has got wings.