Pulpo Media Debuts Data Platform for Hispanic Advertisers

Brands' targeting gets more sophisticated

Pulpo Media, an agency that services brands such as Kellogg's, Nike, General Mills, Disney, Best Buy and FedEx, has announced a data platform that is designed to better define Hispanics for marketers.

Called the Hispanic Acculturation Model, it combines 2012 U.S. Census stats with countless survey results to analyze where the people in this demo live, how old they were when they immigrated (if they did), where their parents were born, household language and English proficiency. 

Per the Berkeley, Calif.-based Pulpo Media, they are not easy to reach but too valuable to ignore. Upscale Hispanics, earning $50,000 to $100,000 annually, are the most prominent consumer segment since the baby boomers, a Nielsen study found last week.

Sophisticated data "is critical to developing effective media plans that deliver greater engagement and brand affinity," explained Justin Kuykendall, CEO at Pulpo Media.

And due to the Hispanics' growing influence on the future, crunching marketing numbers around them could be a veritable gold mine. Pulpo's list of clients—which includes Liberty Mutual, AutoZone, Cover Girl, MasterCard and other huge names in addition to the aforementioned brands—suggests that fact is not being lost on corporate America.

For instance, Kellogg's last month rolled out Dias Grandiosos, a digital initiative that focuses on Latina moms.

"We help her find this balance through deliciously nutritious recipes, compelling articles and relatable stories about real Hispanic women and their families with topics that she cares about and that are relevant to our brands," said Christopher Rivera, associate director, multicultural brand marketing, at the packaged-goods giant.