Deidre Smalls-Landau, EVP directora de Negocios de Identity Mediabrands
Deidre Smalls-Landau, EVP and Business Director at Identity Mediabrands told PRODU that to reach their audiences, U.S. Hispanic agencies have to get out of the language conversation and get into the inside conversation. “We have to be able to solve and to create work that speaks to all parts of what you believe and love about your culture, and language is just one of them, it’s not the only solution.” According to Smalls-Landau, being part of IPG puts the agency in a great position, to access data, intelligence, insights, and different ways to think about how to reach an audience in different ways, in order to build a plan that speaks to an audience that’s heavily bicultural. “We have products called ‘cultural modelling’ where we look at the imperfection of the American culture and the ethnic culture. We created a custom study that we used in order to add more granularity around better understanding the consumers.” Despite the growth of the U.S. Hispanic market -she said-, they are still being positioned as the Hispanic solution and not “the solution”. “So there is a difference when you say: what’s your business problem, come up with a solution and you open up the conversation into not just solve a solution for and specific target market and say: give me the Hispanic Idea. No. What about: give me the idea. And the idea could be born from a strong Hispanic insight, which can have rippling effects for all markets.”
