Burson Latino, our U.S. Hispanic practice, is dedicated to staying on top of the latest Latino trends and developments. For this reason, we were proud to not only have attended the Seventh-Annual Hispanicize conference in Miami in early April but also to have participated through speaking opportunities and content creation via our Burson-Marsteller Miami office’s StudioB Live production crew.
Hispanicize is the largest gathering for Latino trendsetters in marketing, digital content creation, journalism, entertainment and tech entrepreneurship. The annual conference brings together the fastest-rising stars in the Hispanic market for remarkable conversations about current affairs and the future of communicating with the Latino audience. Successful Latino influencers, such as Joanna Hausmann of Flama fame, attended alongside established Latino icons, including MSNBC’s Jose Diaz Balart and actress Rosario Dawson.
Jorge Ortega, Managing Director of Burson-Marsteller’s Miami office and Leader for the Burson Latino practice, moderated a panel with executives from The Walt Disney Company on the topic of how Disney is transforming Hispanics from a targeted segment into its core audience. WPP board member, Sol Trujillo, gave a keynote address on the power of Latinos and how they have become the new American mainstream. Additionally, Gabriel Andriollo, a digital strategist with Burson-Marsteller moderated a panel alongside Latino digital influencers on how Latin American influencers have integrated into the U.S. Hispanic market.
Throughout all of these discussions, certain themes surfaced for communicating with the U.S. Hispanic audience. Most apparent of all was the importance of digital engagement with Latinos. Regardless of, or perhaps representative of, Hispanicize being an event where every attendee makes his or her living through social platforms through one way or another, digital media reigns for marketers hoping to connect effectively with Latinos. Hispanics not only over-index for spending time online, but also for smartphone use and online purchasing. Using digital platforms to reach Hispanics is imperative for marketers.
Additionally, presenters constantly repeated the view that Hispanics may no longer be classified as a niche market. Latinos have become the new mainstream in America. Due to the enormous spending power and population growth of the U.S. Hispanic market, speakers argued that Latinos have now increased in importance to the point that they have overtaken the previously considered mainstream of Anglo-America. Marketers should take note when determining the depth and breadth of Hispanic communications plans and strategies.
For this reason, the significance of Latinos in politics, from the upcoming presidential election and their views of renewed Cuban relations, was also a prominent topic at Hispanicize. Cuba, a particularly relevant subject for Miami’s Cuban-American population, has emerged as a new frontier in Hispanic communications. Companies looking to Cuba for future opportunities will need strong communications strategies both abroad in Cuba and at home with a complex, potentially unreceptive Latino audience. At Burson-Marsteller, we are prepared to support our clients with experienced professionals from our Cuba Specialty Team and Burson Latino practice.
Wish you had been able to attend Hispanicize? Our StudioB Live crew created daily recaps of the week-long event, in partnership with Hispanicize. Take a look at them here for a snapshot of the week’s festivities.
Burson Latino continues to stay on top of emerging Hispanic trends and sentiments to best connect our clients with the dynamic Latino audience. We are proud to include our Burson Latino practice among our capabilities at Burson-Marsteller, and look forward to continuing to help our clients succeed in in the U.S. Hispanic market.