Estás fuera o dentro del negocio? / Out of Business Or in Business?
Alex Duplan | VP, Creative Director of Multicultural
*An English language version of this post follows below

 

Hoy, el 90% del crecimiento de mercado es creado por los hispanos y el AA, así que, o te conectas con ellos o fracasas. Así de fácil. Los números no mienten, no son fake news. Esto es así y así será en los próximos años que vengan, con COVID19 o sin COVID19.

La pregunta es si las agencias, que le deben todo a sus clientes están preparadas? Si entienden de que se trata este asunto. Si tiene las herramientas y el expertise para conectar con estos mercados que mueven el futuro y el éxito o el fracaso en las marcas. Tengo que decir que me siento afortunado de ser parte de una agencia que entiende las necesidades de los clientes. Que entiende y se prepara para darle a nuestros clientes un marketing total. Somos una agencia con un grupo de gente que es experta en en estos mercados para así hacer crecer nuestras marcas porque vemos que este país ya no es el que era hace 10 años, ahora somos mucho más multiculturales, inclusivos y diversos. En Elasticity lo sabemos, como también sabemos que estos mercados son mucho más digitales. Consumen plataformas online casi el doble que cualquier otro mercado. Qué son activos en estás plataformas, se involucran, crean, tienen voz y voto. Que en ocasiones el lenguaje ya no es una barrera como lo era hace 10 años, ahora se comunican en el lenguaje digital que va más allá de las palabras.

Estarán preparadas las otras agencias? Vuelvo a preguntar, porque nosotros si.

El otro día platicaba con un amigo que está en una agencia del mercado general y me preguntaba como veía yo este cambio tan abrupto que está pasando, y como asimilarlo, mi respuesta fue, primero, silencio incómodo por algunos segundos, al final estaba hablando conmigo, un mexicano que lleva en esto 20 años y fui directo, primero no es abrupto, esto está pasando hace bastante tiempo, y después solamente dije la verdad, “tienes que contratar, después tienes que apoyar a los que acabas de contratar y al final promocionar el trabajo”

Los directores de marketing se preguntan porque no llegan a sus metas que se plantearon a principio de cada año, pues aquí está la respuesta, no están apoyando los mercados que están creciendo de forma agigantada, no los toman en cuenta. No tienen la visión y se están quedando rezagados, así de simple.

Le platique el ejemplo de Burger King, el vídeo del time lapse de la hamburguesa echándose a perder por que no tiene preservativos artificiales, idea brillante que no surgió sólo de la agencia de mercado general, surgió de varias agencias que trabajan para Burger King alrededor del mundo, esto se llama marketing total. La idea puede venir de donde sea si conecta con lo que se necesita. Una marca que entiende que el trabajo tiene que ser relevante, multicultural y de donde sea. (Gracias a Fernando Machado CMO de Burger King que tiene esa mentalidad.)

O P&G que constantemente está buscando formas para ser parte del día al día de estos mercados. Hablando con acciones y no sólo con palabras, tomando una posición y no sólo observando. Hablando a esos mercado que son el futuro de crecimiento en las marcas.

Para el 2050 54 de 100 seres humanos en U.S serán multiculturales y el mercado multiculturar tendrá el poder de compra de más de 1.5 trillones de dólares. Hay más de 55.4 millones de hispanos en U.S y aproximadamente el 100% del crecimiento de las marcas vendrá de los mercados multiculturales. No hay mucho más que decir.

Se tiene que evolucionar como mercado. Evolucionar en la forma de pensar. Evolucionar en la forma de comunicar, de trabajar y de relacionarse. Los clientes tienen que saber la realidad, saber que la economía que mueve sus marcas son los mercados multiculturales, qué hay que hablarle a ellos para seguir creciendo, expandiendo. Hay que estar preparados y dispuestos a crear cosas nuevas que integren los mercados multiculturales.

Nosotros ya estamos en esa evolución y queremos seguir en el mercado. No ha sido fácil pero estamos preparados, porque sabemos que ya no es el futuro, es ahora y vale la pena.

 

Out of business Or in business?

Today, where 90% of market growth is fueled by Hispanic and Black communities, you need to either address these communities or go out of business. It’s really that simple: The numbers don’t lie. And this will continue to be true in the coming years, with COVID-19 or without.

The question is whether agencies, that owe everything to their clients, are ready: Do they understand what these communities are about? Do they have the tools and expertise to connect with these markets? I have to say, I feel lucky to be part of an agency that understands the needs of its clients, that understands and prepares to give our clients total marketing solutions, and that invests in employees who are experts in these communities and have seen the USA become a more multicultural nation in the last 10 years.

At Elasticity we’ve seen this shift firsthand, and we’ve also seen that these markets are much more digitally focused. They consume media through online platforms almost twice as much as any other market. They are active on social media, they get involved, create, hone their voice and vote for issues that matter to them.

And in this digital age where language is no longer the impenetrable barrier it was a decade ago, a new digital language has arisen, one these communities speak fluently.

Will the other agencies be prepared? I ask again, because we are.

The other day I was talking with a friend who is in a general market agency, and he was wondering how I felt about this “abrupt” change in audience, and how to assimilate it. My first response was a few seconds of uncomfortable silence. You see, as a Mexican who has been in this business for 20 years, I could see this change hasn’t been abrupt. In fact, it’s been transitioning for quite some time. My answer to him was a universal truth: You have to hire good people from all sorts of backgrounds, support them and promote their work.

Marketing managers wonder why they do not reach the goals that were set at the beginning of each year. It’s often not what they saying, but to whom, because they are not supporting these markets that are growing in a gigantic way. They don’t even take them into account. And it’s this lack of vision that is leaving them lagging behind.

I told him about the Burger King example: The time-lapse video of a Whopper that gets moldy over time — because it isn’t made with artificial preservatives like some of its competitors. It’s a brilliant idea, one that didn’t just come from a general market agency; it formed from the influence of various agencies that work for Burger King around the world. This is total marketing. The idea can come from anywhere, but it needs to connect everywhere. Brands and agencies need to understand that if they wish to stay relevant (Thankfully, Burger King CMO Fernando Machado has that mentality.)

Or you can look at P&G, constantly looking for ways to be part of the daily life of these markets. They pair words with action, taking a position instead of just observing. They speak directly to those markets who represent the future growth of their brand.

By 2050, more than half — 54 out of 100 people — will be classified as multicultural, and this ever-growing market is hitting a buying power of over $1.5 trillion. There’s more than 55.4 million Hispanics in the U.S., and roughly 100% of future growth for most brands will come from this multicultural market. I mean, what more is there to say?

As the market evolves, so too do we. Evolve our way of thinking, evolve our way of communicating, of working and relating. Brands and clients have to wake up to the reality and learn the economy that drives their brands is coming from multicultural market. If they want to expand, these brands need to embrace and integrate these communities into their marketing plans.

The change in audience has not been abrupt, but for clients and agencies who haven’t taken these markets into account, an abrupt response is required. Thankfully, there are some agencies out there who have done the work to be prepared. And we’re willing to help you make that response.

Alex Duplan

Alex is a recognized multicultural marketing thought leader who directs the Elasticity Multicultural practice group from the agency’s Dallas-area offices.

This Mexico City native has built up two decades of experience with leading agencies, such as Ogilvy México (in Mexico City), Dieste (in Dallas) and Richards/Lerma (also in Dallas), and Alex has led integrated multicultural marketing initiatives for brands including Kraft Foods, Pepsi, Levi’s, Pizza Hut, HBO, Hershey’s, Avocados From Mexico, Jose Cuervo, Nissan, Bud Light, Budweiser Chelada, Duracell, Procter & Gamble, Gatorade, Mattel, Dr. Pepper and countless others.

Nominated in 2005 as best creative director in the U.S., his award-winning international work — which has garnered FIAPs, Clios, honors from the New York Festival and accolades from the London International Awards, to name just a few — stems from his breadth of experience across all aspects of multichannel marketing. With experience in developing campaigns that integrate digital strategy and social media, direct mail, activations, promotions, TV broadcast, radio, print and content creation, Alex knows more than just how to translate content to reach a multicultural audience; he knows how to decode it, making sure every nuance is translated well and authentically.

Check out some of Alex’s work here:

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