Opinion: Cutting and Culture

“The Hispanic market is an attractive one, as it is currently one of the strongest emerging advertising markets,” muses Luis Ribeiro.

 

Vice President of Beast Latin, the latin-focussed division of editorial house Beast, Ribeiro is keenly aware of the growing purchasing power of the United States’ Hispanic demographic.

The Census Bureau recently reported that within the Hispanic population had grown by 43 per cent in the last decade. As it stands this demographic accounts for 50 million Americans – or one in six – and it looks like a trend that is only set to grow. It is estimated that by 2050, one third of the US population will identify themselves as Hispanic.

 

It’s a phenomenon that agencies are already adapting to – according to the AHAA (the association of Hispanic advertising agencies), the Hispanic advertising industry is growing four times faster than any other sector and is now worth around $5 billion. As brands attempt to key into this growing market, independent agencies and specially-dedicated networked sub-divisions have prospered too.

 

However, understanding the diverse Hispanic cultures in the United States is not something that only affects agencies and marketing departments, rather it affects all stages of the advertising process. This summer Beast launched Beast Latin in order to proactively engage this growing sector.

 

According to Ribeiro, in order to create a piece of work that engages with a particular sector of the population, editors must have an understanding of cultural nuances. “It’s not just a case of hiring an editor who speaks Spanish,” he explains.

 

Editor Bernardo Revilla agrees that there is something of a je ne sais quoi that marks out work with a real understanding of the market. “The difference would be the sensibility and background of the ideas, humour... not so much a difference of style but a different point of view,” he says.

 

There is also a balance to be struck – the race to cash in on this increasingly lucrative market can lead to a tendency to view the US Latin market as a homogenous bloc, undermining the rich differences that exist within the population. Indeed a recent survey by Conill Advertising indicated that only a third of Hispanic and non-Hispanic respondents felt that the diversity of Hispanic culture in the US was extremely or very well represented.

 

Indeed the AHAA is particularly concerned about the tendency to create one-size-fits-all advertising, and advocates an approach that emphasises cultural conversation rather than cynical one-way ‘targeting’.

 

 “Trying to be all things, to all consumers, not only waters down the communication but also waters down the results,” said Jessica Pantanini, AHAA chair and COO of Bromley Communications in a statement from the AHAA in 2010.  “The population is definitely more multicultural but that only reinforces the need for customized, one-to-one communication.  It’s more impactful than mass marketing as evidenced by the obvious success of digital and social interactive media.  The growing diversity of the country requires even more insight and understanding of the cultural and ethnic nuances and differences that drive behaviour and purchase, that connect with consumers in a unique way.”

 

Ignorance of subtle cultural differences can be catastrophic – resulting in work which is both insulting and exploitative. This is something that editor Agustin Reixach knows all too well, after his Puerto Rican heritage saved one campaign.  “Our knowledge of the culture can help and sometimes we have to voice concerns that might make things harder for the process  I was cutting a campaign for the Puerto Rico market.  It depicted a type of Puerto Rican festivity that is very much a part of that culture.  A big part of those festivities is the type of music they play (Plena).  The creative, who was Hispanic but not from Puerto Rico, suggested we add a Samba beat to the soundtrack.  I had to raise the point that doing that would greatly offend the Puerto Rican audience.  It would be akin to creating a piece about New Orleans and Mardi Gras and using Celtic music.  So, even though I forced a last minute change, I think my insight proved invaluable in flagging an element that could have hurt the entire campaign.”

 

That being said, there is also an argument that the Hispanic population in the States has a certain set of shared values and experiences – however it takes insight to know which cultural touchpoints are shared between communities.

 

“The US is a melting pot for Latin cultures that are all very varied in their traditions, but there is a shared set of values as immigrant cultures.  So for US Hispanic advertising, it's about finding what we all have in common as Latinos and focusing on that,” explains editor Kevin Garcia.

 

Revilla concurs. “We have more things in common than we realize. We share a sense of humour, a background, certain values, a similar approach to life... at any moment two Latinos, no matter where they are from, can easily find common ground.” 

 

The business case extends beyond creating cultural-attuned content; Hispanic-owned companies are also booming. Between 2002 and 2007, the number of Hispanic-owned businesses in the US increased by 43.6 per cent, to 2.3 million, which is an impressive figure considering the national average growth rate was 18 per cent. “Loyalty, explains Ribeiro, is particularly important to these clients.”

 

Garcia agrees. “Strong relationships are a fundamental part of the job.  If we can all collaborate on a great project and have fun whilst understanding where each other is coming from, it is natural that we will work to improve each iteration and push for the most interesting final result.”

 

While much of the conversation revolves around general cultural flavour, the task of editing work for the Spanish-speaking market also presents unique technical challenges for editors. “The worst part is that we tend to use more words to say something than if we were to say it in English. That can be a challenge sometimes when it comes to fitting the voice overs, but we also tend to speak pretty fast, so I guess that compensates for it,” says Bernardo.

 

However, these technical issues are more than recompensed for by an increased sense of freedom. “Hispanic ads are less under a microscope, Hispanic agencies are able to take more risks. There is a lot more room for creativity and pushing the envelope with a wide range of styles.  The comedy can be a little edgier, the style can be sexier, and they can reflect more cultural lifestyles,” says Garcia.

 

For now, Beast Latin is concentrating on consolidating and growing its three US offices, in California, Texas and New York (three of the five states with the largest Hispanic communities; the other two are Florida and Illinois). However, as the Latin market outside of the US looks set to prosper in the coming years, the experience sets Beast Latin in good stead for expansion in South and Central America in the future.

 

“South and Central American markets provide an exciting opportunity,” muses Garcia. “As a first generation American, I’m hopeful that I will be able to connect with my roots and look at things through that perspective.  There are some really big markets where we hope to get involved and bring our talents to them without the filter of having to bring the work to the US. In places like Brazil, Argentina, and Colombia for example, the talent pool is so vibrant and I look forward to working with a broad range of directors and creatives.”