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Marketers finally seem to understand that the key to marketing to Hispanic audiences, like any large consumer segment, depends on understanding cultural nuances. One-size-fits-all strategies don’t work.
“We thought we could reach all Hispanics via our general market plans, but in the shadow of 2020, many marketers realize we are not truly connected with the Hispanic market,” Michael Roca, managing director of multicultural at PHD Media, said at Adweek’s Elevate: Hispanic TV summit in conversation with Adweek senior story editor Nicole Ortiz.
“Hispanics
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