All Inclusive: “Infusing Hispanic Nuances” with Elsa Gonzalez
ALTERED.LA is fighting for more equal representation and an all-inclusive general market. Over the course of 20 years in the biz, Marcos Cline, ALTERED.LA founder and EP, has seen the power of Latin audiences grow exponentially and is passionate about ensuring this market is authentically and creatively catered to. Representing top-notch award-winning directors, ALTERED.LA believes it's important for Hispanic representation in front of and behind the camera and is advocating for clients to pursue this demographic as part of growing their business.
For this new LBB series, ALTERED.LA will be speaking to representatives from the biggest agencies in the industry to see what they too are doing to advocate for more authentic bicultural storytelling, how this will grant the next generation of Hispanic talent a foot in the door and why this will result in greater Latin representation within the General US Market overall.
In today’s edition we hear from Elsa Gonzalez, VP of strategy at The Marketing Arm (TMA), who tells us about audience affinity in connection to cultural impact, learning from junior multicultural talent and the importance of reaching out to Hispanic communities for insight.
LBB> In your opinion, what are the key factors driving the increased focus on the Hispanic market within the general US market?
Elsa> Business, first and foremost. There’s an increased awareness of opportunity with the audience across clients. We see fewer instances where we need to educate on the ‘why’ of this audience; and the big question is around ‘how,’ a key gap we help them address.
Secondly, there’s an increased focus on gen z. As clients think about the future of their business, they’re coming to terms with the intersectionality around their audiences, with half of them being multicultural. It’s an exciting opportunity - the new Hispanic generation - US born, bilingual (in their own way) and more connected to culture than ever before. A generation that demands their other dimensions be acknowledged, not just their Latinidad.
LBB> What opportunities do you see for brands and agencies in better engaging with the Hispanic demographic?
Elsa> It starts with learning about the different dimensions of the audience first, then upon deeper education, finding the right opportunities. Understanding the role of Hispanic culture in their service or product is also key to building an authentic relationship.
Asking, testing and not assuming. Hispanic culture is rich and not homogeneous, therefore it needs a high level of cultural intelligence around nuances. Ask experts, do research and do not rely on biases when making decisions.
LBB> Have there been any specific initiatives or policies The Marketing Arm has implemented to promote Hispanic and bicultural storytelling in your campaigns?
Elsa> At TMA, audience affinity in connection to cultural impact has always been at the core. By having a deeper understanding of people at different points of their journeys, we know when and where we can flex cultural touchpoints.
When it comes to Hispanics, we know the majority is important, but so is keeping an eye out for new tension and stories that describe the modern Hispanic experience and what’s not prominent yet. While Hispanic-specific work is important, we also are actively considering how to reach them across campaigns, by infusing Hispanic nuances across all our work.
LBB> What advice would you give to young Hispanic talent looking to break into the industry?
Elsa> Reach out early and set up informal coffee chats – virtual works great, too. In my experience, there’s a lack of outreach in many Hispanic communities from the ad industry, so doing a bit of research and contacting people you want to learn more about shows initiative.
Also, experience doesn’t have to mean big clients and budgets. Work with local businesses and create a case study of the process and results. Many of us have a leg up, having grown up in entrepreneurial communities, so leverage that to your advantage. Those skills are transferable and highly desirable. Bonus points if you have your own!
LBB> And finally, how do you stay inspired and motivated to push for more inclusive representation in the industry?
Elsa> My inspiration and responsibility starts with our people, our audiences; who and what’s driving them, their tensions and aspirations. I like to keep an open mind, staying up to date on the latest research but also looking for up-and-coming voices – whether that’s authors, chefs or musicians… staying close to culture is key for me.
On the talent side, I like to mentor and learn from more junior multicultural talent. Their goals and challenges might be different from mine, but there’s plenty to learn from each other. I find their values and goals to be energising so I make it my mission to help them navigate this space as best as I can.
