David Chitel de NGL Collective
David Chitel, CEO & founder of NGL Collective, paraphrased John Leguizamo in a LinkedIn article by listing the lessons Latinx marketing learned in 2020 with the words: “The U.S. might not realize it yet, but Latino prototypes are being created right now” and one day this will be understood and respected. The lessons he listed for Latino marketers included 1.) Goodbye to Total Market; 2.) D&I (Diversity & Inclusion) and Latinx marketing are not the same thing; 3.) Multicultural and Latinx marketing are not the same thing either; 4.) Culture is king, queen and everything else; 5.) Be different, adopt a 300 percent Latinx approach; 6.) Digital is growing, but even though linear is decreasing, it is still necessary to do both; 7.) Choose IA and DID instead of just going the way the cookie crumbles: seek human experts; 8.) The roadmap of Latino music is real; 9.) Find ways to unite as Latinx to make the most of our collective power, strength, and influence as an industry; and 10.) Embrace the virtual way. As for the second point, he mentioned Isaac Mizrahi, co-president and COO of alma, who in a Forbes article stressed the importance of not combining D&I multicultural marketing as a single entity, because “D&I can compete with, or even worse, replace existing multicultural marketing programs, at least from the point of view of resource allocation.” Chitel added that “when using the term multicultural, it is important to avoid inadvertently mixing all its segments together as if they were just one.”
