Keywords:
Hispanicity, Hispanic Marketing, Hispanic, Marketing, Advertising, Hispanic Advertising, Ethnic Marketing, Ethnic, Multicultural, Multi-Cultural, Multicultural Marketing, Branding, Image, Campaigns, P.R., Public Relations, Advertencia, Evan Gordon, Marketing to Hispanics, A Tri-Generational Approach to Hispanic Marketing, Hispanic Marketing not Spanish Marketing, Promotions, Internet Advertising, bilingual, creative, translations, business, negocios, media, consulting, search optimization, text messaging, radio, tv, print, outdoor, new media.

What: Research based, common sense driven, creatively customized.
Hispanicity is a full-service advertising and promotions creative shop that focuses on a tri-generational approach to Hispanic marketing. Our specialty is research. We completely analyze the target audience -- their age, income level, language of preference, most effective media, etc., Then we use common sense to plan and buy media based on the client's overall goals. Media can include both traditional platforms like TV, radio, outdoor and print, and non-traditional platforms like web design, internet ads and text messaging.

Then our creatives customize and deliver culturally relevant campaigns that resonate with the client's target audience on their individual level of Hispanicity. Oh, and by tri-generational we mean the three generations of Hispanics that fall into the categories of: foreign-born Spanish speakers; U.S.-raised bilingual speakers; and U.S.-born English speakers. But you can learn more about that by going to the "Why We Do It" page.

Who: Hispanicity is under the leadership and direction of Evan Gordon.
When Evan Gordon was born in Topeka, Kansas, he was not known as, "El Gringo Favorito." He was "Marvin and Pearl's third boy." What else would you expect? That would soon change, for Evan would become enamored with the medium of radio, and spin discs as "Cosmic Evan." Well, psychedelic rock was still big back then. Over the next 20 years Evan would further immerse himself in the field of radio as well as other diverse media from newspapers and magazines to billboards and TV. And while he held job titles in sales and management, it was in the realm of research that Evan became known as an expert. Unfortunately, no real cool nickname came with that reputation. But then Evan entered the world of Spanish radio and TV, and it would be during the next seven years as he worked with the top Hispanic agencies in the market, that Evan would finally earn a national reputation as "El Gringo Favorito." Marvin and Pearl would have it no other way.

Evan's past client list includes: American Airlines, AT&T Wireless, Burger King, Corona, General Motors, JC Penney, McDonald's, Procter & Gamble, Sears, Tecate, Verizon Wireless, Washington Mutual and Western Union.

Why: Why has Hispanicity opened shop? Because everyone else is doing it wrong.
Everyone else markets to the U.S. Hispanic community by just using traditional Spanish-language media. That's great if your goal is to ignore 60% of the Hispanic market. You know, the ones who are younger, have greater affluence and better educations than their foreign-born parents. The two generations of Hispanics who prefer English and non-traditional media, and are tired of watching novelas with Tia Rosa. Let's face it, after watching 254 novelas, you know somebody's going to get married, have an affair or go to jail.

That's why at Hispanicity, we focus on Tres Generaciones -- all three generations of Hispanics living in the U.S. We understand the complexities of the Hispanic community and the need to reach each segment in a culturally relevant way. We market to Hispanics based on their dominant language, media preference and level of acculturation as Hispanics. In other words, Hispanicity targets consumers based on their Hispanicity. To learn more about the man behind the plan go to the "Who We Are" page.*