Rethinking How Advertisers Value and Engage with the U.S. Hispanic Market
Ten years ago, Hispanic marketing was seen as a “nice-to-have”; a way for brands to give back through cause marketing. Today, it has completely changed. With Hispanics making up nearly 20% of the U.S. population, Hispanic marketing is a business necessity. We explore this changing landscape and take a look behind the curtain with Kristen Sabina, a Cuban-American who works as a VP at a Hispanic-focused agency called MARCA Miami.
In this episode, Misty sits down with Kristen in the Sweat Studio to get real about why businesses can’t forget about the Hispanic market when strategizing. She reveals that if your business isn’t tapping into this, then another one will, ultimately resulting in you missing out on the Hispanic community’s hearts and wallets. If your projects have been missing the Hispanic perspective, this episode of Marketing Sweats is a must-listen to give you a fresh outlook on your audiences.
“For a long time, Hispanic marketing was seen as something that you do because it’s what’s right, like when a brand wanted to do their cause marketing effort… Now it’s completely changed, even in the 10 years I’ve been at MARCA. The impact of the Hispanic market is powerful when it comes to leading growth in so many different categories.”
Kristen Sabina
About Kristen Sabina
Kristen Sabina is the VP and Director of Planning at MARCA Miami. During her 10 years at the agency, she has worked with clients in CPG, Telcom, Travel, Retail, Finance and QSR with an expertise in the U.S. Hispanic market. She began her career in account management, but soon recognized her passion for bigger strategic thinking around the accounts she managed. Today she leads all research and brand planning across the agency business, helping clients navigate the intricacies of multicultural audiences. During her time leading the planning team, the agency has been recognized with awards such as Culture Account Planning Excellence by Hispanic Ad, Best Hispanic Insight by HMC, Demonstrated Growth by ANA and NY Festival’s Advertising and Marketing Effectiveness award, among others. Kristen lives by the mantra, “they’re people, not consumers.” This, coupled with her outgoing nature and innate curiosity, has her tirelessly uncovering human insights to help tell a story that people will notice. Connect with Kristen on LinkedIn.