Thursday, October 13, 2011

The Horchata Effect

The problem with General Market Agencies trying to develop a Hispanic practice or a department, is not in the general market people that they hire to support the Hispanic “dude” (or dudette) who will be the face and share insights, the problem they face is when they encounter the Horchata Effect at the moment of brainstorming.

It happened to me. This is how it goes:

“Hey Hispanic professional, who knows a lot about Hispanic Marketing, we have a client who wants to do Hispanic marketing and since our revenues are shrinking and our people are not reflecting the multicultural landscape that we live on, we would like you to join our team to “lead” our Hispanic Group”….

This is when the first moment of truth, should scare you to take the job…

“by the way you will be reporting to the white dude (dudette), who Habla Espanol… (kind of akward laugh inserted here), she went to school in Barcelona for a semester in Highschool and is dating one of the VP’s a Univision (of course we all know all the VP’s at Univision are anglos, but at least it gives our fictional leader at the GM agency street cred)”

So, at this point you finally think you’ll make change and unleash all your great culturally-attuned-not-based-on-stereotypes-awesome ideas… and boom!

Here is your team:

Planner, Creative & Account Persons, all gringitos (cool looking, but still not connected what-so-ever to the culture).

Your first brainstorm goes like this: (of course, assuming you all did the research and found a great insight to develop ideas)

“what about if we start with Agua de Horchata”….

“What is Jooorchada”?

After an hour and a half of explaining that you need to put rice in water, to then cinnamon, etc… and the entire process and history of the Horchata… you come to the conclusion that of course you need creatives that get the culture, that you need a planner that will not look into stereotypes, that the account person will actually let you have direct contact with the client and that you will not be able to do good work until you join a truly Hispanic Agency…

And that my friends… is the Horchata Effect….

Friday, September 16, 2011

Hoy como Mexico... celebro mi INDEPENDENCIA!

Wednesday, August 31, 2011

El nuevo twitter del alcalde Bloomberg desde el punto latino... :o) el bloombito!/elbloombito
Que dia... y todavia no termina!

Sunday, August 14, 2011

Here is a little video showing the hard work of my co-workers to make Plaza Coca-Cola happen:

Friday, August 12, 2011

Let's google+! Here are some invites: Join! :o) creo que si le va a poner en la maiz a feis.

Tuesday, August 2, 2011

Cada 30 segundos un Latino en EU cumple 18 años. How to latinize linkedin Latism

Tuesday, July 19, 2011

Interesting Article... I think there are some good soundbites (winks) to discuss..#Latism

Monday, July 11, 2011

Monday, July 4, 2011

Today is 4th of July! To celebrate: Mexico vs Chile en univision

Wednesday, June 22, 2011

I guess experientialmarketing delivers... just got the ROI on a program we did: $35MM in sales as a result! :o) When there is Chemistry there is Chemeistry!
Hmmmm... I'm I at the Greyhound... oh no! I am at the Cincinnati Airport, now delayed 3 hours!
I find the hands of ceelo @thevoice freakishly small

Sunday, June 5, 2011

Para empezar copaoro con musica: golfonia

Thursday, June 2, 2011

My yahoo and comcast emails got hacked. Sorry for the spam!

Tuesday, April 12, 2011

Monday, March 21, 2011

A quick guide on how to manage your company's facebook page

Wednesday, March 16, 2011

Telenovela La Reina Del Sur breaking barriers! newlatino

Tuesday, March 8, 2011

The first solar energy project by a great friend of mine solartoday

Saturday, March 5, 2011

Es por esto que cualquier marca que se adjunte al chicharito será recompensada con buen PR

Wednesday, March 2, 2011

A great article on the best artist-singer of Latin-America cerati

Tuesday, March 1, 2011

It’s Time to Play ‘Sheen, Beck, or Qaddafi?’
Here is the link for the Hero program:
Amigos de Chicago:
Here is the nomination form. Send a photo of the hero you’re nominating and PAW! you get a chance to drive a new car for a week!

Monday, February 28, 2011

Friday, February 25, 2011

Chicago friends! Nominate a local hero to receive a Chevrolet, Buick, GMC or Cadillac vehicle loan!

Thursday, February 24, 2011

Otro muy buen concierto ayer. Esta vez: Julieta Venegas. Jack Daniels sponsored. Good vibe

Wednesday, February 23, 2011

Work in collaboration with SCPF MasCommunications y por supesto the dream team of Ivan Lopez, viviana rincon y el senor Moya:
Finally! Aqui va lo que paso en plazacocacola en atlanta durnate el partido de laseleccion

Monday, February 21, 2011

A few days late... but check this report on latinosonline from pewhispanic

Sunday, February 20, 2011

Check out the Hispanic Team from Relay (PBJS) in action as we prepared for the game in Atlanta... stuck in STL for 4 days!
Bosniano en el partido de Mexico en ATL resulto ser de Chicago!
A little about the program we just launched: Plaza Coca-Cola:

Friday, February 18, 2011

Pew Hispanic reports statistical Portraits of the Hispanic and Foreign-Born Populations in the U.S

Thursday, January 27, 2011

Bueno, ya una cosa menos en la lista... faltan como 29... pero ahi vamos