Latino Culture Takes Center Stage as Brands Work to Appeal to Growing Market

April 08, 2013 | by Sheila Shayon


“The Hispanic community is rapidly becoming the most influential voice in pop culture, business, and politics; their trendsetting impact will make or break the success of those seeking to gain brand popularity, market share and / or win the next election,” Forbes reports. 

And nothing demonstrates the cultural prowess of the demographic like the upcoming TV upfronts, broadcasters' annual dog-and-pony show where networks tout their upcoming lineups to advertisers. Both Univision—the No. 1 Hispanic network—and Telemundo, coming off its highest-rated January in network history, will hold upfronts on May 14. Univision’s newly rebranded UniMas, formerly TeleFutura and Galavision will also hold their upfronts that day, while Hispanic broadcaster Azteca has slated its presentation for May 13.

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Latinos Locked Out of Fortune 1000 Boardrooms

March 28, 2013 | by Charles Garcia


Latinos are the fastest growing purchasing bloc in the United States.

The Selig Center for Economic Growth estimates that the Latino community is projected to flex its purchasing muscle to the tune of $1.5 trillion dollars by 2015, up from $1.2 trillion today. To give you an idea, if you compare the U.S. Latino purchasing of $1.5 trillion a year against worldwide gross domestic product figures you’ll realize that if Latinos were separate nation they would be the 13th largest in the world.

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Edelman Appoints Sonia Sroka EVP and Group Head, Multicultural Marketing

November 8, 2012, New York, NY — Edelman today announced that Sonia Sroka has joined the firm as executive vice president and group head, in the New York office.
Leading a team of 15 specialists, Sroka will provide expert counsel to clients across the Edelman portfolio to reach diverse multinational and multilingual audiences. Additionally, Sroka will participate in Edelman’s US Multicultural and Diversity Task Force. 
“As the so-called 'general market' becomes more and more culturally diverse, our goal is to make multicultural marketing a more integral part of our communications and consumer engagement strategies," said Adrienne Hayes, general manager of consumer brand marketing, New York. "Sonia has the perfect mix of expertise, passion and vision to help us propel this practice into the future. It's no longer a nice to have for brands, it's a must have." 
Clients represented by the Edelman multicultural marketing team in New York include: Unilever, American Heart Association, Kimberly-Clark, AstraZeneca and Darden Restaurants. 
Recently named one of PR Week's "40 Under 40: Rising Stars", Sroka was recognized as a high-achieving marketing communications executive and trailblazer of diversity and inclusion in the field. In her previous role as a Senior Vice President at Porter Novelli, she established the multicultural marketing group with an emphasis on the burgeoning Hispanic market. During her time at PN she managed global brands such as Procter & Gamble’s Gillette and Crest as well as Sony PlayStation, Hewlett Packard, Bayer, Microsoft and McDonald’s. She served as chairperson of Porter’s National Diversity Council and last year, the TORCH program which she helped to conceive and manage, won the “Diversity Distinction in PR Awards” from the Council of PR Firms and PRWeek. She also served two terms as the national chair of the PRSA’s Diversity Committee and sat on Omnicom’s Diversity Development Advisory Committee. 
Sroka was also named to Profiles in Diversity Journal’s 2013 Women Worth Watching list, celebrated as a successful female executive who demonstrates outstanding achievements and leadership in her career. She was awarded the “2012 Multicultural Leadership Award of the Tri-State Area” by the Tri-State Diversity Council for demonstrating leadership excellence, sustaining a record of accomplishments, retaining commendable reputation and exhibiting a commitment to the highest ethical standards and professional excellence. Earlier in 2012, Sroka was named a CSR Professional of the Year by PR News, and a 2011 LATINA Corporate Executive of the Year by LATINA Style magazine, for excellence in corporate leadership, mentorship and dedication to working with the community. 
"I am very excited to join the Edelman family for its innovative nature and rigorous focus on identifying the next economic growth opportunity for clients,” said Sroka. "The potential for brands to expand their offerings to the multicultural market is great. I look forward to working with our clients to help them engage these communities at the strategic level in order to establish loyalty and lifelong relationships.” 
Sroka graduated from California Polytechnic University with a Bachelor of Science in Communications. 
About Edelman
Edelman is the world’s largest public relations firm, with 66 offices and more than 4,500 employees worldwide, as well as affiliates in more than 30 cities. Edelman was named Advertising Age’s top-ranked PR firm of the decade in 2009 and one of its “A-List Agencies” in both 2010 and 2011; Adweek’s “2011 PR Agency of the Year;” PRWeek’s “2011 Large PR Agency of the Year;” and The Holmes Report’s “2011 Global Agency of the Year” and its 2011 “North American Large Agency of the Year.” Edelman owns specialty firms Edelman Berland (research), Blue (advertising), A&R Edelman (technology), BioScience Communications (medical communications), and agencies Edelman Significa (Brazil), and Pegasus (China). Visit http://www.edelman.com for more information.

SOURCE: Edelman

Winning with Hispanics: How to market cars to a growing yet underserved community

The US Hispanic market presents many opportunities yet it remains underserved by the automotive industry and its brands. Many government programs such as the recent ‘Cash for Clunkers’ underperformed with the Hispanic community because of bad marketing, language barriers and a simple disconnection with Hispanic culture. This underperformance has prompted many within the auto industry to question what is being done to make sure that car dealerships and auto brands don’t make the same mistakes with the fastest growing minority group in America.

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Focus your Mobile Payments business plan on the most lucrative areas and ensure it is in line with Latin America's latest developments

In conjunction with Mobile Payments Latin America (Dec 5-6, Miami), M for Mobile have released the latest most comprehensive White paper on Mobile Payments in Latin America. The White paper offers you expert insight into the most lucrative areas on mobile payments in Latin America in order to make sure your business plan is on trend and ahead of the game.

Due to the rapid uptake and developments within mobile payments sector, the biggest and most forward-thinking companies are capitalizing on the industry's critical growth phase.  Through a bespoke survey conducted on just under 100 senior level Latin American industry experts, the exclusive 14 page White paper covers the main areas including Regulation, by assessing legal clarity and the rules for your organization.  It discusses security and how to create trust and confidence for the consumer, as well as value-proposition and the commercial value of establishing common goals when marketing your product.  Interoperability is also analysed and the technical advances to overcome this, as well as mass adoption and the operational strategy when building successful relationships throughout the ecosystem.

You will also gain insight into which mobile payment technologies you should adopt (SMS, Direct Carrier Billing, Cloud-Based, EMV chip, NFC, Bluetooth) and insight in to the competing technologies you are up against, time frames for mass adoption and Case Studies on mobile payment initiatives to knowledge from and use in your organization’s strategy.

Click here to view the 14 page exclusive white paper on Mobile Payments Latin America: http://bit.ly/PTySMJ

Time Warner Cable signs La Comunidad to lead Hispanic marketing efforts

Sept 25, 2012 | by Steve DonohueTime Warner Cable (NYSE: TWC) said Tuesday that it signed Miami-based ad agency La Comunidad to help it target Hispanic subscribers through TV, print, radio, direct mail and out-of-home ad campaigns. 

The nation's second largest cable MSO has increased efforts to reach Hispanic subscribers in several of its key markets, including Southern California, New York and Florida. Next week, it will launch a Spanish-language regional sports network in Southern California called Time Warner Cable Deportes. It has also developed multiplatform programming for Hispanic subscribers, adding 37 Spanish-language channels last fall to an app it has built for Apple's (Nasdaq: AAPL) iPad.

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Coffee Drinking Habits of Hispanic-Americans Unveiled In Original Market Research from NCA

New York (September 20, 2012) - In original research published today, the National Coffee Association finds that Hispanic-Americans drink significantly more coffee than their non-Hispanic neighbors.

The report, Ethnicity and Coffee, reveals that 74% of Hispanic-Americans drink coffee daily, twelve percentage points ahead of other Americans. The Hispanic-American coffee edge is also evident in less frequent consumption, among all age groups, and among those who identify as dominantly Spanish speaking.

"As the Hispanic-American population grows, it's essential for the coffee industry to meet their needs by understanding how they buy, prepare and drink coffee," said Robert F. Nelson, NCA president & CEO. "NCA's Ethnicity Report takes a deep dive into the distinctive tastes, preferences and behaviors that make Hispanic-Americans a powerful force in growing the coffee category in the U.S."

Daily Consumption

The coffee edge among Hispanic-Americans was also evident in less frequent consumption behaviors. Past-week consumption came in at 80% versus 72% for non-Hispanic-Americans and past-year at 84% versus 77%.

Also, Hispanic-Americans appear to drink more premium coffee types than non-Hispanic-Americans. Forty-six percent say they drink gourmet coffee beverages daily versus 29% of non-Hispanics and, for daily espresso consumption, 32% versus 11%.

The higher levels of Hispanic-American consumption also extend across age groups. Of those 18-24 years of age, 57% said they drink coffee daily versus 48% for non-Hispanic-Americans. Daily consumption among other age groups for Hispanic-Americans versus non-Hispanics were: 74% versus 60% among 25-39 year olds; 78% versus 63% for those 40-59; and 87% versus 70% for the 60+ group.

Acculturation

Within the Hispanic-American segment, acculturation distinctions came with their own set of behavioral differences. The overall higher daily consumption levels were further elevated among the sub-group who identified as Spanish-speaking versus bilingual or English-dominant. Among the Spanish-speaking sub-group, 80% said they drink coffee daily, compared with 77% of the bilingual group and 63% of those identifying as English-dominant.

Acculturation also plays a role in preferences for gourmet coffee sub-types. Espresso-based beverages were consumed at least once per week by 57% of the Spanish-dominant group, compared with 55% for the bilinguals and 35% for the English-dominant. Cappuccino came in, respectively, at 38%, 34% and 16%, and espresso at 38%, 31% and 16%.

Additional Data

Beyond these numbers, the NCA Ethnicity Report contains significantly more information on the segment's preferences and behaviors. Additional data include measures such as share of cups, cups per day, consumption frequency, additive usage, age when first drinking coffee, place and method of preparation, and awareness and use of single-cup systems. These data are further cross-analyzed by many factors, most notably differences based on acculturation, country of heritage, age, consumption frequency, and gourmet, traditional and coffee sub-type preferences.

Methodology

To achieve an accurate profile of this large and complex population, NCA engaged a highly specialized methodology. First, a panel was selected to ensure that the Hispanic-American and non-Hispanic-American research sample matched the U.S. population distribution on the basis of age, gender and region. The survey was offered in English and Spanish to eliminate any language barriers. Proportional segments were also established within the Hispanic-American sample for home language, which were also set to mirror the Hispanic-American population distribution. Using home language as a proxy for acculturation enabled distinguishing consumption behaviors within the fully acculturated, partially acculturated and non-acculturated Hispanic-American population.

About the National Coffee Association

The National Coffee Association of U.S.A, Inc. (NCA), established in 1911, is the leading trade organization for the coffee industry in the United States. NCA is the only trade association that serves all segments of the U.S. coffee industry, including traditional and specialty companies. A majority of NCA membership, which accounts for over 90% of U.S. coffee commerce, is comprised of small and mid-sized companies and includes growers, roasters, retailers, importer/exporters, wholesaler/suppliers and allied industry businesses. NCA offers a wide array of services, focusing on market and scientific research, domestic and international government relations, issues management and public relations, and education. The NCA's core purpose is to champion the well-being of the U.S. coffee industry within the context of the world coffee community. Visit www.ncausa.org.

SOURCE: National Coffee Association

Kellogg Company Honored as One of the "Best Companies for Diversity Practices" in 2012 by Hispanic Business

BATTLE CREEK, Mich., Sept. 11, 2012 /PRNewswire via COMTEX/ -- Kellogg Company has once again been named among the "Best Companies for Diversity Practices" in 2012 by Hispanic Business magazine. The recognition reflects the company's ongoing commitment to modeling and embracing diversity and inclusion.

"Kellogg has a very involved and engaged employee resource group for Latinos that plays an important role in shaping our marketing to consumers as well as our recruiting and retention efforts," said John Bryant, Kellogg President and Chief Executive Officer. "We continue to promote the growth of all of our employee resource groups, which are a tremendous asset to our employees and our business."

Kellogg and other companies identified as among the "Best" by Hispanic Business were evaluated on how embedded diversity is in their board leadership and personnel; recruitment, retention and promotion; marketing and community outreach; and supplier diversity.

"We are incredibly proud and honored to once again be recognized by Hispanic Business, but we're also mindful that we must continue to earn these accolades every day across our business and within our teams," said Mark King, chief diversity officer for Kellogg Company. "We have great momentum and have made significant strides in nurturing a richly diverse and inclusive culture, but there's always more to do on this journey."

Hispanic Business started publishing its "Best of" list in 2005, and Kellogg has been on the list every year since. For more information, visit www.hispanicbusiness.com .

About Kellogg Company
 Driven to enrich and delight the world through foods and brands that matter, Kellogg Company K +0.32% is the world's leading producer of cereal, second largest producer of cookies and crackers and - through the May 2012 acquisition of the iconic Pringles® business - the world's second largest savory snacks company. In addition, Kellogg is a leading producer of frozen foods. Every day, our well-loved brands - produced in 18 countries and marketed in more than 180 countries - nourish families so they can flourish and thrive. With 2011 sales of more than $13 billion, these brands include Cheez-It®, Coco Pops®, Corn Flakes®, Eggo®, Frosted Flakes®, Kashi®, Keebler®, Kellogg's®, Mini-Wheats®, Pop-Tarts®, Pringles®, Rice Krispies®, Special K®, and many more. To learn more about Kellogg Company, including our corporate responsibility initiatives and rich heritage, please visit www.kelloggcompany.com .

SOURCE: Kellogg Company

Small-Business Launches Highest Among Latinos

Sept 11, 2012 | by Rosa Ramirez

Enterprises launched by Hispanics represent the fastest-growing segment among U.S. small businesses, rising to about 3 million, the U.S. Hispanic Chamber of Commerce says, giving Hispanic policymakers, activists, and corporate executives converging this week in Washington much to discuss.

From 2002 to 2007, for instance, the number of Hispanic-owned companies grew by nearly 44 percent to 2.3 million, and that growth is continuing, as more companies and initiatives, such as the forthcoming ABC-Univision joint venture aimed at English-speaking Latinos, seek to reach the burgeoning Hispanic market.

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U.S. Hispanic Business Owners: Cut Back Now, Grow Later

CHICAGO, Sept. 10, 2012 /PRNewswire/ -- Nine out of 10 Hispanic business owners are optimistic about their prospects over the next two years but concerns about the U.S. economy have led the majority to focus on conserving cash and managing expenses more carefully.

Results of the first-ever PNC Hispanic Business Owners Outlook, which sought business insights from America's largest and fastest-growing ethnic group, also found that most of these owners often employ family members, but not their family's financial resources, in their operations.

"Hispanic business owners are taking a conservative approach to managing their business as they hunker down in the current economy," said Jesus Munoz, vice president of Business Banking. "Small businesses are sensitive to economic cycles so it is important for them to manage productivity, expenses and cash flow through the inevitable up and down cycles."

PNC Bank announced these findings as part of Hispanic Heritage Month celebration (Sept. 15 - Oct. 15) across the markets it serves.

Other key findings of the survey include:

Short-Term Worries, Long-Term Optimism

Concerns about U.S. and local economies: Hispanic business owners say their business is meeting or exceeding their expectations for sales and financial performance (69 percent), despite a significant number expressing pessimism about the national economy (31 percent) or local economy (23 percent).
Sky's the Limit: More than three in four (77 percent) hope to grow their business over the next two years.

Where's the Growth?

Save More, Spend Less: Seven of 10 (71 percent) "definitely" or "probably" will conserve cash in the next six months, and 59 percent say they plan to reduce capital spending.

Cutting Back: More than two-thirds (68 percent) will reduce or eliminate expenses in the business while 15 percent intend to reduce staffing.
Avoiding Risk: Fewer than one in four (24 percent) plan to take out a new loan or line of credit, while 62 percent will trim debt.

Family is Key to Success

Family Affair: the majority of Hispanic Business owners have their family involved in business operations (60 percent), and nearly half (45 percent) intend to keep the business in the family when they retire.

Moral Support: When starting their businesses, owners considered encouragement from friends and family (46 percent) as important as having a strong group of customers (45 percent).

My Own Two Cents: Nearly three in 10 (28 percent) use personal savings or personal credit cards as their primary funding sources for their business. Only four percent rely on family money.

Following a Dream: "Passion for the business" (48 percent) is the top driver for staying in business followed by "personal satisfaction from the business" (33 percent). Financial success ranks third (29 percent), followed by obligation to family (28 percent).

Hispanic Owners are Highly Acculturated

Much like other ethnic groups, Hispanic business owners are increasingly acculturated to the U.S. way of life, especially as it pertains to success. Among other findings, the study revealed that:

Most are U.S.-born: More than half of Hispanic business owners (55 percent) were born in the U.S., and for those business owners born outside the U.S., they have lived in the country for an average of 35.4 years.

English is Important: Most Hispanic owners are seeking to hire English-speaking employees, with 85 percent saying speaking English is important, compared to only about one-third (36 percent) who feel it is important to speak Spanish.

Politically Astute: Hispanic business owners have concerns over key public policy issues, with the majority saying they expect a negative impact on their business in the next year from taxes (60 percent) and the federal deficit (52 percent), followed by four in 10 focused on healthcare changes (42 percent).

PNC's Munoz, who has worked extensively with Hispanic business owners over two decades, cites the advantages of acculturation and the importance of business education.

"For Hispanic business owners, adapting to the U.S. business climate is an important first step toward success," Munoz said. "However, it is often the education and insight gained from banks and other business partners that enable an owner to continue making the right decisions to help grow their business going forward."

An online media kit containing national and regional survey results is available on PNC's website atwww.pnc.com/pncpresskits.

PNC Bank, National Association, is a member of The PNC Financial Services Group, Inc. (NYSE: PNC). PNC (www.pnc.com) is one of the nation's largest diversified financial services organizations providing retail and business banking; residential mortgage banking; specialized services for corporations and government entities, including corporate banking, real estate finance and asset-based lending; wealth management and asset management. Follow @PNCNews on Twitter for breaking news, updates and announcements from PNC.

Methodology

Artemis Strategy Group conducted a telephone survey among 523 Hispanic or Latino business owners or senior decision makers of Hispanic-owned small and middle-market businesses (annual revenue $100K to less than $10 million) from May 18 to June 12, 2012. The survey was offered in both Spanish and English. The national results are based on 402 qualifying interviews conducted across the continental U.S. Sample was drawn from Dun & Bradstreet files to include a representative sampling of businesses by region and industry. Public administration, governmental agencies, schools, hospitals and non-classified establishments were excluded. Due to rounding and don't know/refused responses, percentages may not add to 100 percent. The margin of error for a sample of 402 respondents is plus or minus 4.9 percent at the 95 percent confidence level.

SOURCE: PNC Bank