David Rodríguez From Ford: The U.S. Hispanic Community Is The Inspiration For Our New Marketing Generation

Ford won the 2017 Advertiser of the Year Award. During the third day of the Next Generation Anual Conference, held in Chicago on Wednesday, June 14th, Ford’s Multicultural Marketing Director, David Rodríguez, received the award. In a conversation with Isaac Mizrahi, he presented all the work they have developed for the Hispanic community and reaffirmed his commitment and passion for this group.“The U.S. Hispanic community is the inspiration for our new marketing generation. Hispanic growth in our business inspires us each day” expressed Rodríguez. “Our goal has always been to be focused on a singular idea: Desire to driveway. We know we must win over the hearts and minds of these consumers with very appealing information in order for them to chose our products and drive them proudly.”The executive highlighted that for them it is critical to anticipate the wishes of the Latino consumer. “They guide the path, which is why we must share their passion. We are seeking to approach them on their own terms, using the language and spaces they use. This is a space of constant learning and a daily quest.”He explained that data plays a key role in their efforts. “The data that is available in the Hispanic industry is increasingly stronger. We use it as a guide, but we remain honest to our mission and that is how we have developed great trust and deep understanding of the audience.”“There is no doubt that this brand has done great work in our community” concluded Mizrahi.