Multicultural Agencies Explain How Brands Can Build Credibility With Hispanic American Audiences

Execs from Orci, The Community and Alma on how they work with clients

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Leaders of multicultural agencies stress that Hispanic Heritage Month should serve as an opportunity to reevaluate the brand’s long-term relationship with its Hispanic American audience. Instead, the first mistake brands often make is thinking about HHM with a single campaign to check off a box and claim they’ve marketed to Hispanic Americans.

Execs from The Community, Alma DDB and Orci, three multicultural agencies that work with clients like Verizon, McDonald’s and Honda, highlighted how brands need to develop a deep understanding of the Latino experience in America in order to gain credibility in their communities.

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