Rethinking the Hispanic market

A call for reflexivity in advertising practice

Authored by: Christopher A. Chávez

The Routledge Companion to Ethnic Marketing

Print publication date:  June  2015
Online publication date:  June  2015

Print ISBN: 9780415643634
eBook ISBN: 9780203080092
Adobe ISBN: 9781136164224


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About ten years ago I worked as an advertising executive at a reputable, creative agency in San Francisco. At the time, my client was an automotive manufacturer who had recently ‘discovered’ the Hispanic 1 market and was eager to reap the benefits of targeted advertising. In an effort to keep those advertising dollars from leaving the agency, the principals at this agency had convinced their client that they could manage such a campaign by setting up an ad-hoc Hispanic team. As the only account manager at my agency who was Latino, I was of course recruited to lead the effort.

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