OC AD AGENCY OPENS WINDOW ON "SPANGLISH" MARKET
FOR IMMEDIATE RELEASE
OC AD AGENCY OPENS WINDOW ON "SPANGLISH" MARKET
Costa Mesa, CA, September 10, 2003 As national advertisers vie for the hearts and minds of the 38.5 million Hispanic consumers in the US, one ad agency, Spanglish Advertising, a Spanglish Communications, LLC company (www.spanglishads.com) , has chosen to focus primarily on the Hispanic "crossover" market: second or third generation Hispanics who speak English, yet retain the traditions and culture of their Latin heritage.
"These mostly bilingual Hispanics have the education, buying power, and cultural sophistication of other highly-desirable demographic groups, yet they still identify with traditional Latin cultural cues", said Barbara Ruano, founder and president of Spanglish Advertising, a California-based agency.
Ms. Ruano, a second-generation Cuban American, continues: "Many Advertisers choose to either create Spanish versions of their general market ads or to create ads portraying stereotypical Hispanics. Neither is correct for the crossover market."
"So far, the response to our approach has been extremely positive," Ruano said. We’ve seen a stronger response from consumers to ads that more closely reflect the crossover lifestyle, versus what the typical agency would do for this market"
Spanglish Advertising also provides Clients with both general market expertise and pure Spanish-language campaign experience, in all media, including broadcast advertising, print, DRTV and other direct response vehicles. "We recognize that a brand strategy must remain consistent regardless of the language or ethnicity of the target audience. We call this Cross-cultural Branding – our unique approach to the challenge of reaching today’s diversified population," said Ruano.
Spanglish serves its clients with a variety of services, including interactive media, content development, music and general advertising services and assists General Market agencies with their Client's Hispanic efforts. In addition, the agency recently launched the national direct mail program "MiCasita", which allows advertisers to reach Hispanic new mover households. (www.micasitamail.com)
Ruano says that Spanglish is building its business with "large-agency experience and resources combined with small agency client service and responsiveness." For more information contact Geoffrey Fiala, Managing Director at 714-549-2464 or gfiala@spanglishads.com.
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