Lane: El crecimiento actual de las categorías proviene del mercado multicultural
Linda Lane González, President at Viva Partnership and AHAA’s Chairman, shared with PRODU that not AHAA nor ANA are looking at enough clients or brands. “We see much of the same, I think that clients are seeking for efficiency, and by talking to Hispanics through general market adapting only language, they are losing it. That’s why they don’t attend to AHAA, because attending means to take the Hispanic market seriously.” For Lane, the industry is looking at an enormous change and “they only have to wait a couple of years for clients to feel very unhappy with general-market agencies that have ignored that shift” she explained. “Total market has been used in general-market agencies without true insights, only adding some people of color, a little language and that is not enough. Brands know it’s not authentic, and the most important is that also consumers know.” The current growth of categories -she said- come from multicultural market, and mostly from Hispanics. “One day those brands will wake up and realize they have less share of the market, less loyalty and it’s a great mistake. Not only in the name of brands, but of general-market agencies that have barely some representation in those events, because they rather think we don’t exist, but here we are. We can’t wait for 2044 when the majority of them will be minority.”
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