Qué se viene en 2021? / What's next in 2021? 
Alex Duplan | VP, Creative Director of Multicultural
*An English language version of this post follows below

 

Se fue el 2020 y con él se fueron muchas cosas. Se fueron las visitas a los familiares, se fueron los besos a los amigos, los abrazos, las visitas a restaurantes, el cine, los conciertos, ir de compras etc. Todo gracias al COVID19. En el fondo celebro como nunca que un año se haya ido, se haya terminado. El 2020 ha terminado y yo lo celebro como niño con juguete nuevo. Además también termino el mandato nefasto y hostil del peor presidente en la historía de este país. Muchos cambios, movimientos de las nuevas generaciones reclamando igualdad para todos los grupos y apoyando causas que van por el cambio. Definitivamente un año duro, complejo. Un año que abrió los ojos en muchos aspectos. Un año que se fue y que da la pausa para un nuevo año con más luz, más solidaridad, más creatividad y más igualdad. Con todo esto, cada año que viene pensamos en deseos, en cosas que quisiéramos que pasaran, le llamamos los propósitos de Año Nuevo, y aquí van los míos, lo que creo y lo que deseo.

  1. Me gustaría que los clientes (marcas) y agencias dejaran de adaptar lo que producen en GM par el mercado Hispano. Es terrible ver una mala adaptación. Un esfuerzo tristemente fallido de conectar con un consumidor completamente diferente.
  2. Quisiera que los clientes (marcas) y agencias hicieran un mayor esfuerzo para entender y conectar con esta nueva America multicultural, con tanta diversidad 100% America 100% Multicultural.
  3. Sería fantástico que los clientes (marcas) y agencias adoptaran una posición más altruista a este nuevo modelo en el que estamos viviendo. Asociarse y comprometerse con causas que le importan a los consumidores. También se puede generar ganancias ayudando.
  4. Me encantaría que los clientes y las agencias de GM entendieran que hay un mercado de más de un trillón de dólares esperando ser entendido, elocuente y participativo y que puede redituar mucho más que GM
  5. Quiero que los clientes entiendan que para conectar en esta época hay que ser mucho más creativo, mucho más audaz, mucho más real y mucho más comprometido. Si logramos salir del 2020 ya nada nos puede espantar.

Hay mucho por hacer como cada año, pero si después de lo que hemos vivido en el 2020, no abrimos los ojos para ver la realidad, ver que los Hispanos son la fuerza económica más importante del país, que nuestra fuerza de compra es la segunda más grande del país y que este mercado está ahí, esperando, deseando ser tomado en cuenta, si no logramos ver esto, entonces no importa que se haya ido nada. El 2021 sin duda será mejor, con muchas cosas por cumplir y muchos momentos nuevos que recordar. Estaremos más felices que el pasado y más si logramos estos retos profesionales. En Fuerza estamos listos para empezar el 2021 con estos 5 propósitos en mente todos los días esperamos que ustedes también. Abrazo a todos.

What’s next in 2021?

2020 is gone and many things have gone with it. Visits to relatives, kisses to friends, hugs, going out to eat, movies, concerts, shopping, etc. All thanks to COVID-19. Deep down, a part of me celebrated the fact a year is gone. 2020 is over, and I feel like a child with a new toy. In addition, the nefarious and hostile mandate of the worst president in the history of this country also ended. New generations are demanding equality for all groups and supporting causes that fight for change. After this tough, complex, eye-opening year, I hope we can look to more solidarity, more creativity and more equality in 2021.

One of the traditions of any new year is New Year’s resolutions: wishes, hopes or goals we hope come to pass in this next 365-day period. Below, I’ve listed a few of mine.

  1. I would like both brands and agencies to stop adapting what they produce for the general market for the Hispanic market. Trying to connect with a completely different consumer with the same work is fundamentally flawed. These attempts rarely work, and bad ones can be disastrous.
  2. I would like both brands and agencies to make a greater effort to understand and connect with this new multicultural America filled with so much diversity, not just cater to the same majority groups.
  3. It would be great if brands and agencies adopted a more altruistic position to this new model in which we are living. Partnering and committing to causes that matter to consumers.
  4. Knowing companies in this day and age are driven by profits, I would love for general market brands and agencies to realize the trillion-dollar opportunity sitting in their laps. That understanding and participating in multicultural marketing can pay huge dividends if someone is brave enough to ditch the status quo.
  5. I want clients to understand that to connect in this age, you have to be much more creative, much bolder, much more real and much more engaged. We managed to get out of 2020, so nothing can scare us away now.

Like every year, there is much more work to be done. But if after what we have lived through in 2020, we do not open our eyes to see the reality – to see that Hispanics are the most important economic force in the country, that our purchasing force is the second largest in the country and that this market is there, waiting and wanting to be taken into account – if we can’t see this, then the only thing changing in 2021 is the number on the calendar.

I believe 2021 will undoubtedly be better, with many things to accomplish and many new moments to remember. We will be happier than in the past and more if we achieve these professional challenges. At Fuerza we are ready to start 2021 with these five resolutions in mind every day. We hope you will too. Hug everyone.

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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