Latino Artists Discuss Creative Process Creative Minds Agree Cultural Insight is Key to Reaching Target
McLEAN, Va., September 21, 2006 – “Creators,” artists of innovative US Hispanic advertising, imaginative Latino comic strip and cartoon characters, and illustrative paintings gathered in Miami for the 21st semiannual conference of the Association of Hispanic Advertising Agencies this week. Although the mediums differ, the creative process and strategic focus are amazingly similar according to panelists in a discussion today.
Hector Cantu and Carlos Castellanos, co-creators of Baldo; David “LEBO” LeBatard, artist; and Carlo Olivares of Cartoon Network’s "El Hijo del Santo," shared their unique perspectives on developing meaningful, creative entertainment that is universally appealing but resonates with Latinos: their core target audience.
The subtle nuances and idiosyncrasies of Latino character are captured in the art of each creator, panelists agreed, not unlike US Hispanic advertising. “It’s about Latino attitude and a cultural frame of reference that brings the characters to life,” said Castellanos. “We want our comic strip to represent Latinos and speak to them through gentle humor that has nothing to do with language. It’s reflective of Latino relationships, family, experiences and the unique identity of US Latinos.” Baldo is a Universal Press Syndicate strip appearing in newspapers across the country.
Tapping into cultural insights and getting to the heart of Latino character in order to create more effective advertising was the focus of the AHAA semiannual conference this week. On Wednesday, Carl Kravetz, chairman of AHAA and chairman/chief strategic officer of cruz/kravetz:IDEAS, presented to US Hispanic advertising professionals a new model for reaching Latino consumers and creating meaningful bonds. The Latino Cultural Identity model is anticipated to transform the way marketers “speak” to Latinos.
“Understanding why US Latinos behave as they do rather than simply how they behave allows advertisers to connect their products and services with consumers on a much deeper level,” says Kravetz. “Intuitively many marketers recognize the qualities and characteristics of US Latinos but it is the interconnectedness of those core values and the influence of external factors that is the true Latino identity. Language and acculturation are contextual and do not define Latinos.”
For more information about AHAA’s Latino Cultural Identity Project, visit www.ahaa.org to view the presentation. To learn more about AHAA, the conference and to schedule interviews, please contact Elinor Kinnier, 703-296-5573 or ekinnier@cmgresults.com.
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About AHAA:
The Association of Hispanic Advertising Agencies (AHAA) is the national organization of firms that specialize in marketing to the nation’s 42 million Hispanic consumers, the most rapidly growing segment of the American population. AHAA promotes the strength of the Hispanic marketing and advertising industry to the private and public sectors. AHAA agencies offer a unique blend of cultural understanding, market intelligence, proven experience and professionalism that deliver Hispanic market success for clients. AHAA agencies help organizations gain market share, increase revenue and grow profits by building the bridges and delivering the messages to reach America’s Hispanic consumers – an audience with estimated buying power of nearly $900 billion. Visit www.ahaa.org for more information.
