LatinWorks featured in “The New Mad Men“
an episode of America by the Numbers PBS show.
Latinos, with a buying power of $1.2 trillion, are at the heart of this new consumer focus. Click here to watch the full episode and see how LatinWorks is helping clients speak to the multicultural millennial market.
To view current opportunities please click the link below. To be considered for a position, all applicants must complete the application process in its entirety.
LatinWorks offers exceptional benefits and perks, including medical, dental, vision, matching 401k, paid time off, and wellness programs, to name a few. LatinWorks is an equal employment opportunity employer and shall make all employment-related decisions without regard to race, color, national origin, religion, age, sex, disability, military status, genetic information, and/or any other status or condition protected by law, except where a bona fide occupational qualification exists.
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LatinWorks Snickers spot wins
Adweek’s Ad of the Week.
In an effort to reach the U.S. Hispanic market during the peak purchasing season of Halloween and expanding the “You are not you when you are hungry” campaign, LatinWorks and Snickers developed “Twisted” to present the traditional Snickers transformation story to a sometimes overlooked candy consumer, mothers, with a universal humorous truth: kids’ parties can be tough, but being hungry during one of them is downright scary. Well-received by the public, without any promotion or paid support outside of running on Spanish-language TV, “Twisted” became Ad of the Week from AdWeek and was featured as a winning commercial on Fast Company’s creative branch, Co-Create. This publicity is truly a modern multicultural win none of these publications mention language as a barrier in appreciating the work. Sometimes, funny is just funny- in any language.  Read More
LatinWorks tapped to help
Starbucks reach U.S. Hispanics.
LatinWorks was recently awarded the opportunity to expand Starbucks brand success with U.S. Hispanics for the Frappuccino products, for both the ready-to-drink bottle, and café varieties. This represents an exciting expansion of our responsibilities with the PepsiCo brand portfolio and one where we will have the opportunity to lead the first Hispanic marketing initiative for the brand. We will be activating at a regional level, in California and Texas, across multiple media touch points.
Pharmaceutical giant Genentech has tapped LatinWorks to lead creative and strategic duties on their brand Actemra. Actemra is a medicine for rheumatoid arthritis, a growing affliction among minorities. The opportunities and challenges within the market abound and the client needed a partner with recognized creative capabilities and pharmaceutical experience. LatinWorks will leverage their cultural branding expertise to develop an innovative campaign that will be in market in 2015.
led a revolutionary panel at Cannes, where LatinWorks also picked up another Lion.
During the Cannes Lions International Festival of Creativity, Sergio Alcocer led a unique panel discussion during which some of the most-awarded creatives in the world shared, for the first time, their worst work and what they have learned along the way. Sergio was joined on stage by three industry colleagues: Felix del Valle, Creative General Manager of Contrapunto, GugaKetzer, Partner & Chief Creative Officer of Loducca, and Nicolás Pimentel, Innovation Director of Castro Buenos Aires. The panelists proved that even the biggest creative geniuses in the world sometimes fail, but these mistakes play an important role in building a creative career.
named to Advertising Age’s 2014 “Women to Watch” list.
Recently, our very own SVP/Managing Director, Christy Kranik, was named to Ad Age’s “Women to Watch” list. Christy was one of 30 women honored. The list highlighted accomplished women who have made significant contributions to the marketing and advertising fields by breaking boundaries, spearheading innovation and pushing the limits of what is possible. Christy shared, “My goal is really to inspire women to stay on the ad-agency side of the business and show balance can be achieved along with continued success and upward mobility.”
A concert for the deaf? Oh yes, we did.
Holiday Game Book
Back to School
Viva Montejo: The epic Vocho road trip.
LatinWorks was tapped to create a strategic campaign that will introduce the Montejo Mexican beer to the U.S. market.
As the focal point of the campaign, LatinWorks introduced a fleet of “Vochos”- “Vocho” is an affectionate moniker given to the Volkswagen Beetle, and are an iconic vehicle, exclusive to the streets of Mexico City, which to this day, remain the enduring model for taxis. The Vochos were created to capture a unique Mexican cultural experience and transport it into the U.S. market providing the U.S. Latino consumer a way to reconnect with this icon from their home country, in a surprising and sharable way.
From music concert to music festival.
As an avid concertgoer, I can say that the difference between a good show and an awesome performance depends on the conversation between the fans and the stage. The closer you are to your idols, the more personal and intense the show gets. Similarly, a brands ability to deliver compelling messaging and achieve rock-star status depends on the conversation between the consumer and the brand. However, in todays multicultural marketplace, proximity and volume alone no longer guarantee that everyone will hear a brands message.
Given the increasing diversity of the U.S. population, multicultural consumers are transforming the “mainstream” as fast as it is transforming them. Multicultural influences are showing up everywhere, especially in music. You dont have to look hard to find a Mariachi Punk show or an Electro Tropical rave. Todays American society is no longer a one-band show, so the notion of multicultural marketing needs to evolve from the idea of a music concert a linear approach to a music festival a multipronged approach. The essentials of music concerts have remained pretty much the same over the years - typically one or two smaller opening acts latch onto a big headliner, bounding them all with a similar music genre. The idea is to keep the sound consistent, so it plays throughout the fan base.
The traditional approach to Hispanic marketing is similar to this conversation. This approach assumes that Hispanics are moving on a linear path to the mainstream, and as they do, they lose their cultural attachment. In other words, the closer Hispanics get to the main stage, the more they will sound like the headliner the general U.S. population. So marketers end up doing one of two things: either they lump Hispanics with the mainstream and hope the message will resonate with everyone, or they resort to a more “ethnic beat” to tap into cultural identity.
What this approach fails to recognize is that there is no longer one main stage. Instead, what if there are multiple stages, each with its own show and genre? Most importantly, what if the audience was in the middle of it all, listening for what they like, and choosing which shows they want to see and how close they want to get to each one of them? Well, this is what a music festival is all about. And what the present day ethnic market is looking like. Now more than ever, most Hispanics are truly multicultural. They place high value on their own culture, but are equally interested in other cultures. For them, “identity is multifaceted, fluid and situational.”1 They can navigate across different cultural groups, and absorb the cultural elements that work within their preferred lifestyle, while still remaining attached to their cultural identity.
So if the market place is evolving from music concert to music festival, we must consider evolving with it. This doesnt mean multicultural marketing should brush off individual heritage. Merging everything into one block assumes people are tone deaf. However, most people have a fantastic ear for music and enjoy listening for different messages. Lets make sure that our message doesnt get lost in the white noise.
The popular Cine Las Americas campaign goes on to win Gold, Silver & Bronze at this year’s 2011 London International Awards show.
LatinWorks wins 10 Awards
at El Ojo de Iberoamérica 2012
LatinWorks picks up 10 of the highly coveted awards, more than any other global agency competing. Awards include: Best Agency in the Hispanic Market in the USA, Best Creative Director in the Hispanic Market in the USA Sergio Alcocer, and Best Ad in the Hispanic Market in the USA Cine Las Americas.
Riding 100 kilometers for the fight against cancer is awesome. Giving people – whether they’re cancer survivors or supporters of cancer survivors – the chance to express the fight against cancer in an artistic way is even more awesome.
Back to the Future:
what is total market really about?
It’s like “Doc” Brown’s awesome line from the iconic 1985 movie … “where we’re going, we don’t need roads”.
Call me crazy, but I feel a little bit like that when it comes to the on-going dialogue related to cultural marketing in the U.S. because, in my head, there is a lot more to total market than a simple convergence of roads where people are bilingual, marry someone outside their race and celebrate the Chinese new year. These may be transitional behaviors that pre-dispose the individual for a culturally progressive society, but they are not the end game. Instead, the deeper meaning of total market revolves around a significant shift in values. I personally like to think of it in terms of transcultural market, since it helps me visualize the future in the context of innovation, rather than consolidation.
A few weeks ago, I was discussing key trends in the marketplace with one of my colleagues and ended up drawing something up on the white board in my office that other people spontaneously started referring to as the “flux capacitor” whenever they would come visit. I had certainly not intended for my doodle see below to resemble the ingenious time travel device, but I started enjoying the analogy.
The original idea behind this was to visually attempt to explain that the evolution of the American cultural identity is a little more complex than just a merge between multicultural MC and general market GM, which is what most people today associate the notion of total market with. The real shift is really about both, MC and GM, morphing into something new.
A while ago, I came across a definition of culture by Edward Schein that sums it quite nicely: “culture is a pattern of shared basic assumptions learned by a group as it solves its problems of external adaptation and internal integration, which has worked well enough to be considered valid and, therefore, to be taught to new members as the new correct way to perceive, think, and feel in relation to those problems”.
This is a dynamic and fluid process, rather than a one-way road. It’s messy, confusing and it takes time. What’s interesting is that these three spaces co-exist today and some people may be experiencing all of them in their daily routine. Some might associate more strongly with their foreign or multicultural identity, be that Asian, European, African or Latino. Others might be overprotective of whatever they consider to be a pure American or general market identity. But today’s youth hardly lives exclusively in one space - physically, emotionally or digitally, for that matter. What’s even more interesting is that newcomers encounter this complex ecosystem when they arrive to the country, and they might fall anywhere in the non-linear flux, depending on personal circumstances and specific geography.
But, down the road if there is one, the gravitational pull is definitely shifting to the “third space”. Those setting the tone in this space tend to show traits related to cultural detachment – in other words, they feel free to form a new identity that they consider to be most authentic and useful. They are not attached to a particular way of being but more in the mood for breaking out of the mold. The main motivation for this is to adapt and thrive in a global environment that’s increasingly volatile and ambiguous.
Let’s imagine for a moment that we could travel in time, and just like in the movie, go forward thirty years. Do you really think that in 2043 people will be making a big fuss about a kid singing the national anthem dressed as a mariachi or a cereal commercial portraying a multiracial family? I seriously doubt it. By then, such appearances will feel absolutely ubiquitous to most Americans, as they will likely have freed themselves from rigid cultural frameworks, and will be busy solving other “problems of external adaptation and internal integration”.
Long before 2043, actually, ethnic diversity will stop being such a big mystery or controversy. On the contrary, it will be so engrained in society that it will fuel greater openness and innovative thinking. And successful brands will have fully incorporated new ways of engaging with consumers based on a new overarching value system that completely transcends some of today’s paradigms.
In other words, we have barely come out of the drive-way.
So, let’s have a little fun and look at just a few ways in which the American culture could be impacted over the next several years, and how marketers could be inspired to create new brand experiences in a more mature landscape.
There will be no such thing as cultural majority-minority. Shocking, I know. We seem to have a hard time letting go of these terms, don’t we? This is an emerging phenomenon among Latinos in the U.S. already, as they are shedding the minority label and by no means are claiming majority status. The Plus+ Identity study that LatinWorks co-authored with Ethnifacts download at www.latinworks.com provides a glimpse of this mindset - inspired by the “and/both” philosophy as opposed to “either/or”. This is a sign of modern youth’s willingness to adopt inclusion as a key strategy, thus challenging the traditional model of “us vs. them”. This trend does not substitute the need and desire for competition, but rather re-directs the collective consciousness to the pursuit of common goals thru collaboration. It’s important to highlight that the more turmoil there is, the more people will embrace interdependence as a key advantage, rather than a sign of weakness or submission. One immediate consequence for marketers is to tread carefully when it comes to brand narratives centered on individual heroism or corporate authority. Ultimately, purpose will be much more relevant to consumers than power.
Millennials will be dinosaurs. Well, not really. They will have helped create a new world. But it’s actually surprising to see that most of Corporate America continues to focus its attention so intensely on this cohort when Gen Z today’s teens and pre-teens are already on the fast track. This is the first generation that truly grew up with mobile devices being the first screen, and they are natively fluent in social platforms. For a significant portion of teens in the U.S., having most of their social-network friends live a plane journey away is normal. This “native fluency” will result in a more multicultural and globally oriented mindset, so we can expect even more linguistic and cultural borrowings and consistencies across nations and regions. All of this will render the current comparisons between multicultural and “non-multicultural” millennials pretty pointless, won’t it?
Like it or not, the new economy will shake culture even further. Silicon Valley is quickly becoming an influential force in the government, its lobbying spending now on par with that of defense and oil-and-gas sectors. Immigration, amongst many other issues, is a really hot subject for this industry due to the talent gap in high-pay/high-skill jobs ranging in the tens of millions of people. The ultra-high-tech economy will require the reinvention of the education-to-employment system in the long run, but meanwhile the gap will largely have to be filled by foreigners. While some politicians still prefer to associate first generation immigrants with cheap low-skilled labor, they won’t be able to prevent this new economic reality from hitting the mainstream. It is also worth noticing that the leadership and ambition from wealthy innovators in California will likely bring a tsunami of changes to the national corporate mentality and how companies interact with customers.  For example, using real-time data to sharpen brand relevance adaptive marketing will be at the center of the storm. So we should brace ourselves, as the debate around privacy will go on for years.
The meaning of success and effective leadership will be entirely redefined. You can tell something different is going on just by looking at Mark Zuckerberg and Marissa Meyer, and comparing them to the business heroes of the 90’s. Right now, it seems that many sacred institutions are under scrutiny and the world is turning itself upside down … Pope Francis has broken several of the Vatican’s protocols … the Dalai Lama has said that his successor could be a woman … Brazilians are questioning their country’s investments in soccer … and now this: American Express recently released a report claiming that money is not the most important thing in life check out the LifeTwist Study from April 2013.
Strategist John Gerzema, co-author of the book The Athena Doctrine, gathered extensive global data confirming that effective leadership has progressed from command-and-control roughly through the 1980s to empower-and-track the 1990s to mid-2000s to connect-and-nurture today. His research shows that the new competencies for a leader to succeed are empathy, vulnerability, humility, inclusiveness, generosity, balance and patience. When you consider that approximately 1 billion women will be gaining access to the global economy over the next decade or so, it is not so far-fetched to think that men will start acting a little more like women, rather than the other way around.
Where does all of this leave the conversation about total market?
If we really want to talk about total market then lets look at the total picture. This means going beyond the simple cultural cues we’ve become comfortable with and start thinking about how the new economy, the new meaning of success, and the new generations will impact the daily lives of people and the culture that is weaved from them.
So if we find ourselves driving on pavement, it probably means we’re not at the forefront of culture, as total market is really a call to action to take flight and venture into the future.
If we only had a DeLorean …
Christian Filli, SVP Cultural Insight
iMedia Multicultural Agency of the Year
Learn more here:
Ya Se Armó
Handmade Pan Pizza
Everybody loves the llama.
How will agencies
take advantage of the tablet revolution?
New communication platforms place tremendous pressure on ad agencies to figure out how consumers are digesting and disseminating information, and which devices they are using for purchases. While overall this results in innovative, technologically inspired ideas tailored to fit every screen in today’s consumer environment, few such ideas are finding their way into marketing solutions that target Hispanics—a territory mostly controlled by multicultural agencies.
One of the biggest misperceptions about Hispanic consumers—and there are many—is that they are behind the times when it comes to understanding and using digital technology. This miscalculation is reflected in the limited digital information options available to Hispanic consumers, and also in that most major brands in the U.S. consumer electronics industry have failed to fully capture this most obvious of growth opportunities – a 50-million strong consumer population ripe for the picking.
Recent reports from the Pew Research Center and BIGresearch® confirm that Hispanics outpace their general market counterparts in ownership and rate of adoption of mobile communication technology, from smartphones to the latest trend: tablets. In addition, their engagement levels are also higher than non-Hispanic whites for activities including using their devices for navigating the Internet, online shopping and social networking.
Of course, not all marketers in the technology space are out of touch with the opportunity. The telecom industry, which powers many of these devices, is aggressively pursuing these consumers and is helping to fuel technology purchases by Hispanics. The Hispanic media is also actively involved, and is starting to offer consumers more consistent access to programming, promotions and even e-commerce across multiple mobile platforms. But that’s largely the extent of it, because although several corporations have identified the Hispanic market as a strategic imperative, significant digital assets are seldom seen in their marketing mix, as Hispanic marketing investment remains limited.
So how can multicultural agencies take advantage of the tablet revolution? They must persuade clients to approve and support work that expands the creative mix to include new digital platforms. Agencies must embrace consumer advocacy as part of their responsibility, putting pressure on Hispanic media to offer broader digital access. A return to the basics of consumer marketing must be considered agencies need to take the time to redefine Hispanic consumer targets and closely analyze the issues brands face in the Hispanic marketplace. Consumer research should determine the strategic pillars upon which creative solutions are anchored. An understanding of where consumers get their information is essential to properly inform the media planning process, ensuring the right communication channels and the proper creative mix.
Ultimately, multicultural agencies must first convince brands that Hispanic consumers are helping to drive the tablet revolution. There is no doubt that the future of marketing relies heavily on new technology. But what should also be obvious is that the long-term success of the advertising industry depends greatly upon a multicultural mindset. Brands must take advantage of the multicultural consumer revolution.
What makes the perfect mix for a good time?
Plant your project.
3 Piece Gallery
The “3 piece gallery” is an exhibition that happens at the office every 3 months, on 3 different walls, showcasing 3 art pieces created by any LatinWorker.
What is our core mission
as Hispanic consumer advocate.
OK, the Hispanic market has grown to an astonishing figure of 50 million people and their buying power is equivalent in size to the world’s 15th largest economy. Now there are more companies and more marketers paying attention. By now, most companies must have realized that Hispanics are buying stuff and are frenetically seeking to figure out how to persuade them to buy more stuff, or their brand instead of competitors’.
Those who have actually been closer to Hispanic consumers in the past few years, must take the high-level and have the presence of spirit to cut through the clutter, not losing sight of what is truly important. Those who have a seat at the table with the CMO and are charged with representing the Hispanic mindset have a responsibility. That responsibility is to go beyond the notion of just making people buy more beer and more pizza. Of course, that’s what beer and pizza manufacturers want.
But what do consumers want?
In order to answer this question, we have to understand who they are and, most importantly, who they are becoming.
Hispanics are the largest and youngest minority group in the U.S. In fact, never before in the country’s history had a minority ethnic group made up such a large share of national youth. They make up about one-fifth of today’s U.S. youth ages 16 to 25. In certain states, such as Texas, New Mexico and California, the proportion may rise up to one-third and even one-half.
The key thing to consider, though, is not the sheer size of this group. Instead, we must realize that the kinds of adults these young Latinos become will help shape the kind of society America becomes in the 21st century. For any person, this is the life phase in which the choices that are made set the path to one’s adulthood. In the case of Latinos, they also need to navigate between two worlds and deal with significant cultural pressures, and make the best of it.
In other words, young Latinos not only have to deal with the natural intricacies of becoming adults in a global environment that has become increasingly competitive and noisy, but in the process they also have to struggle with the notion of forging a sense of cultural identity.
Research has shown that they are optimistic about their future and place high value on education, hard work and success. On the other hand, they are much more likely than other American youth groups to out of school and to become teenage parents, more likely than Asian and white youths to live in poverty, and they have high levels of exposure to gangs. In addition to that, although two thirds of young Hispanics are native born, they are children and grandchildren of Latin American immigrants who, as a whole, arguably have faced and will continue to face bigger challenges when compared to European immigration waves from the 19th and 20th centuries. This becomes apparent when looking at key economic, social and acculturation indicators analyzed across 1st, 2nd and 3rd generation groups.
Enough statistics. They are great to have but they can numb our sensibility. We need to go beyond. Marketing to young Latinos really consists in marketing to Millennials, only more complex.
Millennials have a whole new mentality in terms of how they see the world, not only brands. Their nature is much more collaborative when compared to Generation X and Boomers. They are not afraid of reaching out for help because their upbringing taught them the importance of social networking and teamwork. They don’t believe in employers, parents or companies talking down to them.
First and foremost, they want others to acknowledge them and see them for who they really are. They want to be invited to participate, collaborate, and play a part in opening new possibilities. They want a respectful, constructive and productive dialog. They want to stay true to themselves. And they want new possibilities to be opened for them, too.
When trying to understand the mindset of young Latinos, one of the main themes to take into consideration during the process of adapting to the new homeland is dealing with choice and change. It’s not only about assimilating a new language and culture while maintaining a strong emphasis on Latin American roots, which in itself is nothing short of a juggling act, but also the fact that this process creates on-going conflicts that arise from living in converging cultures, aiming for self-sufficiency, emotionally depending on family and community, seeking stability and self-improvement. It can make anyone’s head spin, imagine that of a 20-year-old.
The beauty of all this, however, is that the vast array of desires and struggles that are shaping the young Latino mindset creates extremely fertile ground for stories, insights and, subsequently, creative angles for marketers. It’s a wonderful opportunity to de-homogenize communication efforts, discard stereotypes, create meaning and connect with people at a deeper level.
Brands that tend to rely heavily on power and control to get their message across will have to rethink their approach. Brands that genuinely express their values and their passion will thrive. Those that recognize consumers as multi-dimensional human beings will most likely resonate in the marketplace. Those that are honest and transparent will be more likely engage people in an intimate relationship.
Most importantly, those marketing leaders who are able to understand and acknowledge the underlying tensions of the Latino Millennials, and help them in their journey, will have a better chance at building brand value.
Christian Filli, VP, Planning Director at LatinWorks.
Not everything is black or white.
You can run but you can’t hide.
Building the bond
2013 Multicultural Agency of the Year
This is the second straight year in a row and third time in four years that LatinWorks has been given this honor. Were grateful and deeply humbled by this distinction.
Give the gift of inspiration.
Be careful what you say around children.
Cine Las Americas
Turns out the body only needs one cup of water per day.
Stressed relationships don’t always bounce back.
Luchadors inspire more than body slams.
A car ride turns into a smelly situation.