HispanicTrending

August 6, 2013
by Erik Sass

It’s common for mainstream advertising agencies to launch specialized shops targeting the Hispanic market, but it’s not every day you see it work the other way round. That’s what’s happening in Los Angeles, where Orci, a Hispanic ad agency founded in 1986, officially announced the launch of COR, a new agency targeting the “new general market” — meaning the U.S. as it moves into an increasingly multicultural midcentury.
 
COR was created by Andrew Orci in partnership with Rich Colby, previously of Colby & Partners, with Andrew serving as CEO and Colby serving as president and creative director. Previously, Orci worked with clients including Honda, Pepsi-Cola, and Disney, while Colby’s client roster has included Disney, Suzuki, and California Avocados.

Their new agency has been operating under the radar for about a year, with clients including Cox Cable, Georgia-Pacific, and Sutter Home Winery.
 
Orci explained the rationale behind a multicultural, general market ad agency: “The population of the United States is undergoing a dramatic change. The minority is quickly becoming the majority. Hispanics alone accounted for more than half our nation’s growth the last 10 years. The trend is not only expected to continue, but to accelerate, which has created a ‘new general market,’ thus necessitating a new kind of agency.”
 
COR’s approach to the “new general market” include a proprietary account planning tool, “Total Market Mining,” that helps advertisers identify the similarities and differences between various consumer market segments, allowing them to allocate marketing dollars most efficiently.

Colby stated: “By studying the cultural similarities, as well as the differences of a target, we get to the core of what makes all consumers buy.” He added: “COR was founded to make sure nothing is left on the table. No one is left out. No one is unintentionally ignored or uninvited.”

The ethnic and cultural makeup of the American population is changing, with Hispanics playing an ever-larger role. According to the U.S. Census Bureau, the country’s Hispanic population will increase from around 50 million today to 60 million by the end of the decade, reaching 133 million by 2050. In proportional terms, that represents an increase from around 15% of the population today to 18% in 2020 and 30% in 2050.
 
Of course, Hispanics are just one ethnic group among many. The country’s current African-American population of 45 million is expected to increase to 65.7 million by 2050, growing from 14% of the U.S. population to 15%.
 
Also per the U.S. Census Bureau, there were around 18.9 million Americans of Asian heritage at the end of 2012, a 2.9% increase over the end of 2011. That’s a faster growth rate than the general population, reflecting increased Asian immigration. The proportion of Asian-Americans in the U.S. population has increased from 4.3% in 2000 to 6% in 2012, and is expected to reach 9% by 2050.
 
Overall, the U.S. Census Bureau forecasts that minorities will make up 54% of the U.S. population by 2050.

Source: MediaPost

June 26, 2012
Giovanni Rodriguez

It's a story that got a lot of attention last week, but not so much from the Latin-American marketing community. And it's too bad, because Latin-American marketers have a lot to add to this topic.

The story, reported here and many other venues: Asians are now the fastest-growing group of immigrants, overtaking Latinos. The numbers come from a recent Pew study and they've earned decent coverage in the mainstream press. But there are at least three things that Latino-American marketers can add to the conversation that might otherwise fail to rise to more interesting climes:

The Asian influx is a complex thing. My co-columnist Gustavo Razzetti and I have written about the complexity of the Latino "metatribe" many times. Latinos are not a single monolithic tribe; we are many. The same is true for Asians; perhaps even more so. Whereas Latinos are bound at least by ties to a single language, the Asians counted in the Pew study come from radically different cultures separated by different languages. What do Chinese, Filipino, Indian, Vietnamese, Korean, and Japanese Americans have in common? It's a question that marketers will need to ask. In the meantime, the missteps that marketers have made with a culture that's less complex – Latinos – can be instructive.

The tech-savvy immigrant? Latin-American marketers – especially those who have come of age in the last generation – might also have something to say about technology. As we have reported here, Latinos are often ranked at the top or near the top of studies on digital, social, and mobile technology adoption. The numbers for various Asian-American groups are just as impressive. Beyond the obvious nudge that marketers ought to be looking at digital channels, there is also the imperative that they start looking at the sociological factors underlying this phenomenon. In a series of blog posts for Forbes, I looked at the potential for social networking tools to enable Latino diasporas to give back to people in their homelands. In a more recent post, I wrote about the launch of a new Silicon Valley company called Interesante that has a diaspora-savvy business model: it enables exiles from Latino countries to shop from vendors back home. Latino marketers who have been following trends like this might have something interesting to say to their Asian marketing brethren.

X marks the spot. Then there's the risk that comes from being number one. The wealth of the Latin American market is just the bright side of a big conversation. There's a dark side, too; for with all the attention comes resentment and scorn. As The LA Times' Gregory Rodriguez noted in a column this weekend, Asian-Americans may become the latest in a series of targets where Latinos were only the last in the succession:

    "It's official! A new study by the Pew Research Center proves the old trope true: Asians are the new Jews. All those essentially positive stereotypes you've heard about — the hard work and the Tiger Moms — have made Asian Americans the highest-income, best-educated and fastest-growing racial group in the United States. Not only that, in the last few years, Asians have overtaken Latinos as the largest group of new immigrants to the U.S.

    This is all good news — both for Asian Americans and the United States — but the Jewish comparison has a dark side. Once the cheering over this study, titled 'The Rise of Asian America,' has subsided, we might remember it as the dawn of a new era of anti-Asian bias."

Indeed. And one thing that Latino marketers might share – just as Jewish marketers (admen, Mad Men, and other professionals of old) taught the world, there's a lot you can do with the powers of persuasion. Latinos may not have the income or education that Asians have attained, but Latino marketers have come a long way in helping their own to take power and advance themselves despite and because of their status as targets. Time to start sharing that hard-earned wisdom. Already Asians have been targeted, for many years. But there's nothing better to advance a cause than the celebrity of being "number one."

Source: ClickZ

Nascar is planning to launch an agency review as it seeks a shop that can help increase its fan base among youth and multicultural audiences, Ad Age has learned.

The review follows the arrival last fall of Kim Brink, Nascar's managing director-brand, consumer and series marketing, who had spent time at Cadillac.

Read more at Advertising Age.

By Ron Claiborne and Lauren Vance

June 26, 2011

Twenty years ago, there was the “Gerber Baby” and it was a white child.

Today’s Gerber commercials, on the other hand, feature not one baby, but dozens of faces from all different races.

Yartezy Sanchez, born June 15 in New York City, has become part of the “Gerber Baby” evolution.

New census figures suggest children such as Yaretzy and the other Gerber babies could reflect the face of America’s future: For the first time ever, non-white Americans, Latino, African-American, and Asian American outnumber white children.

“The idea where we had a white, middle-class population that we talked about in the 1950s and 1960s, that’s disappearing,” said William Frey, a demographer with the Brookings Institute.

The new generation is still in the cradle, but as the infants grow up America will start to look very different.

Already, the trend lines are becoming clearer: Older Americans are whiter. Younger Americans are more non-white.

Most of the change is being driven by a surging Latino population with a much higher birth rate than any other ethnic group. It is further bolstered by legal immigration.

In fact, according to the Census Bureau, more than half of the growth in the U.S. population between 2000 and 2010 was because of growth in the Hispanic population. Between 2000 and 2010 the Hispanic population grew by 43 percent while the non-Hispanic population grew only 5 percent.

Latinos have already passed African Americans as America’s largest minority. Latino Americans now number close to 50 million people compared to 38 million African Americans.

Whites remain a majority. About 223 million people in the United States reported they are white, which accounts for 72 percent of all people living in the United States.

A March 2011 study in the American Academy of Child and Adolescent Psychiatry journal about multiracial children pointed out that two million American children have parents of different races, making them one of the fastest growing segments in America.

The implications of this evolving America are poised to touch everything from politics, where Hispanic voters wield increasing power, to education.

“We need to focus on making sure that we can adjust and adapt our educational systems for people who speak different languages at home than they do outside,” Frey said.

Within the ranks of non-white Americans, there also are some notable changes. Among African Americans, there is an alarming increase in the percentage of children growing up in single-parent households.

According to data from the Association of American Medical Colleges, 2009 started a surge of minority enrollment, particularly with Hispanics, in medical schools.

Sometime before baby Yaretzy turns 40 — right now demographers see it happening around 2042 — she likely will be part of a new non-white majority in America.

Yaretzy’s mom, Tanya Avila, simply wants the same as any parent for her newborn — “that she have everything that she want, and a good life.”

Source: ABC News