Negocios Now

www.negociosnow.com Dicembre 2008 Pag. 11 Agosto 2015 11 NegociosNow NegociosNow El Especial is behind the times and probably will die. How does your agency distinguish its expertise in reaching Hispanics in the state of Texas? We understand this consumer better than anybody else, and I think that's also one of the biggest challenges we face. Because our consumer is the new darling of everybody, you have a lot of gene - ral market agencies that are not specialists. They do not necessa- rily understand the nuances and the particularities of the consu- mer, nor the nuances and the particularities of the media that reach our consumer. Some agen- cies think that if they hire one or two or a half-dozen Latinos that it makes them qualified to lead marketers into successfully rea- ching this consumer. So we have to make sure we convey the depth of our experience and the depth of our expertise. What changes do you foresee in the short term for marketing to the Hispanic community? First, like I said, print has to evolve and have a digital compo- nent of itself. Second, all agencies, Hispanic and otherwise, have to make sure they deliver 360-degree ecosystems and 360-degree plat- forms to their clients that inclu- de digital, social, mobile, and, of course, mass media. But Hispa- nic marketing agencies also must become truly fearless about deli- vering measurable results for our clients. In the '90s and around the turn of the century, doing His- panic or even African-American or Asian – multicultural marke- ting, as it's called – was kind of a 'nice-to-have'. It was something corporations felt they needed to do. We've moved beyond that. The onus is on us to make sure we demonstrate the value of what Negrete Touts Texas, Timing of USHCC Convention Archivo Negocios Now The Hispanic population reached a new high of 55.4 million in 2014 (17.4% of the total U.S. population), an increase of 1.2 million (2.1%) from the year before we bring to the table for mar- keters. The next thing, and it's not really new, is that we have to consider Latinos who consu- me English-language media. My business card never said 'Spanish- language advertising'; it always said 'Hispanic marketing agency'. It's my responsibility to make sure my agency delivers the comple - te promise of what this market can represent to our clients, not just the promise of the Spanish- language side. Agencies have to be able to swim on both sides, to deliver work that is in-language and in-culture. I t is fitting that Houston will host this year's U.S. Hispa- nic Chamber of Commerce Annual National Convention. "Many people say Hous- ton looks like what America will look like in 10 years; it is a very, very Latino city," says Alex Lopez Negrete, co-founder and president/CEO of Houston- based advertising and commu - nications agency Lopez Negrete Communications Inc., who is serving as the event's Hispanic Business Enterprise Chair and Co-Chair of the Host Commit- tee. "Hispanic business enterpri- ses are the fastest-growing busi- nesses in America, so you can't talk American business without talking Hispanic business." The 2015 USHCC Annual National Convention is set for Sept. 20-22 at the Hilton Ameri - cas in Houston. The 36th annual event is the country's largest networking venue for Hispanic businesses and Fortune 1000 corporations interested in the Hispanic market. "Houston is one of the most diverse cities in America today and home to a great number of global companies," Negrete says. "So you can't talk diversity in America without touching on Houston." Not only is Houston demo - graphically diverse – its business profile is expansive, and many of its enterprises are among the largest of their kind in the world. "Houston is a very interesting city in that it is wildly entrepre - neurial," Negrete says. "It is a city that has put man on the moon. It is a city that has the lar- gest medical center in the world (Texas Medical Center). It has incredible roots in the petroche- mical industry. So it's a city that goes from deep inside the Earth all the way to the moon. And it's home to the largest Hispa- nic Chamber of Commerce in America." Why should business leaders – Hispanic or not – make plans to attend? LO ATENDEMOS EN CUALQUIER PARTE DE LA CIUDAD! LLÁMENOS HOY PARA UNA CITA! 773-777-1922 LOS MEJORES PAQUETES DE SEGURO... AL PRECIO MÁS BAJO • Hacemos negocio con más de 20 compañías de seguros! • Ofrecemos muchos especiales de seguros! • Mejor cobertura con más de 25% de descuento • 20 años de experiencia Ofrecemos • Seguros para negocios • Compensación para empleados • Seguro comercial para autos • "Liability" profesional y general

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