Awareness Bomb Dropped: “Stop Latino Coating”

Global Miscommunication

Globalization went way too far. Constant media communication does not equal connection. In the rush to sell, thousands of US companies clearly missed the mark. Prejudice and misconception are not new. For US companies interested in the Spanish-speaking market, a Chilean entrepreneur speaks, needs, and feels the same as an Argentinian e-Commerce business woman, seeking to expand her blooming company. And they are quite different. Of course, they hold the same rights. Never theless, their mindset, searches, and goals are not carbon copy. Hence, if a US company intends to promote their products/services in the Hispanic market, they should know better. It is neither enough nor right to apply light and thoughtless “Latino coating” to marketing campaigns. We are not peas in a pot.

Fair Warning

Before targeting your potential clients in such an appealing $3.2 trillion market, you need to respect them. And respect can only spring from knowledge. The HMC and their marketing partners have something to say about this.

Full Steam Ahead

The Hispanic Marketing Council (HMC) has recently launched a major campaign called “Stop Latino Coating”. This organization is making a crystal-clear point. US companies need to invest time and effort in the Latino market, if they want to conquer it (no pun intended). This campaign seeks to give Latino marketing the relevance it deserves. Hispanic countries are joined by language, but even each region’s Spanish is quite different. The US generalization of Latino potential clients is insulting at best. And it went on for too long. They cannot expect Latino companies to be called to action in this scenario. Sellers and suppliers need to know more than their field. They have to be aware of cultural subtleties and nuances. Specialization is key.

Thinkers andDoers

The HMC campaign and proposal was launched during the HMC Annual Meeting on April 11^th in New York. The creative team behind this endeavor is formed by Luis Miguel Messianu from MEL,  Marco Vega and Lucas Panizza from Creyentes and Elias Weinstock from Casanova//McCann.

“As Latinos we have been too generous and submissive, and other segments have won the battle for adopting a more proactive and more aggressive attitude. We felt it was the right time to receive what we deserved. Growth is coming from the Latino market, and this has to be acknowledged”, said Luis Miguel Messianu, founder, president and creative director of MEL, and creative director of the campaign.

Marco Vega, president and Chief Strategy Officer of Creyentes, highlighted the importance of talent and ground-breaking creative proposals offered by marketing agencies such as MEL and Creyentes. “Change is not going to come as it should, if we do not push the entire industry. We need to establish our voice and we are confident in our strength. We have a platform that is far from superficial”, he warns.

“The starting point is: we did not want to ask neither for forgiveness, nor permission. We plainly wanted to show US CMOs the golden opportunity they are missing. And if they let this chance go by, they might just lose their jobs altogether”. 

A Marketing Goal That Feels Close to Home

As a culturally diverse team we, at Bureau Works, celebrate this initiative and their goal at heart. We are changing the world by enhancing our relevance in culture and business. We know which specialized marketing agencies will make a mark in this context. Those with strategic and creative depth to truly and honestly engage the Latino market. Let’s work together to support this initiative and to become partners in genuinely global growth.  

In a reply to a message we sent to the Hispanic Marketing Council, Horacio Gavilan, Executive Director of the HMC shared with us: “This is the beginning of what we expect to be a multi-year campaign.  Our next activation will be during the Cannes Lions International Festival of Creativity 2024. We encourage everyone to join us and socialize #StopLatinoCoating!”.

To contribute to the campaign, visit https://www.stoplatinocoating.com/ and share #STOPLATINOCOATING in all your social media. Spread the good word and become part of the solution.