Q. There’s also a consolidation trend among media agencies, the idea of hiring one agency to handle all audiences. How are you handling that?
We are lucky to have client partners that value the expertise of a Hispanic market agency. While you have volume negotiations as part of an all-audience consolidated buy, you don’t get the customized, Hispanic insight- driven results. Multilingual media negotiations don’t necessarily afford efficiencies as many times these media companies operate separately. The true benefit is in customizing the messaging to fit the all-market approach, as we have been able to do for some of our clients where we’ve parlayed our Hispanic market work to include all market.
Q. How do big companies approach Hispanic marketing? Do they have smaller budgets, or use more events? What is their rationale?
As the market has evolved to new heights, so has the media. Based on a client partners’ target audience, overall goals and budget, we are able to customize a cost-efficient, results-oriented integrated plan that may range from network television and grand-scale PR programs to localized print efforts and hyper-targeted digital overlays. It’s really about being focused and effective regardless of size.
Q. You recently were named HispanicAd.com Executive of the Year. Is that more important to you than other awards? Why?
This particular award is very special to me personally. Not only does it put me alongside previous winners whom I respect and admire, but it coincides with our agency’s 10 years of service to Hispanic marketing. To be recognized at this important time when Hispanics are truly impacting pop culture is such an honor for me.
Q. Your Miami offices are all white and cream, with only a few splashes of color mostly from orchids. What’s the idea? How do you make that friendly versus sterile? Do the New York offices look the same? And... how do you keep it clean?
That’s a great point, but we see the white and neutral environment as a blank canvas for idea generation. Our ‘creatives’ are ultimately responsible for campaign development but ideas come across all departments and disciplines. We thrive to maintain creativity in everything we do. Although our cosmetics may seem neutral, we bring a lot of color and spice to our work.
Q. With offices in two cities, and on different floors of the same building, how do you create and maintain a company culture? What is that culture?
Transparency is key to our corporate culture in all our offices, from the workstation set-up to the common areas and to the executive offices where the door is always open. The latest technology is a great asset in keeping us connected and integrated too!
We also encourage an environment of fun that also builds team interaction. One of our favorites is PL@RK, Play At Work. The associate led program offers activities outside of the normal work schedule such as: sports game viewing parties, happy hours, movie Fridays and even exercise programs.
Q. What’s the best advice you ever got?
When I was 20, someone I admired told me, “Always stay true to yourself.” These simple words are what have always kept me on my path.