Creating in Spanish vs. Translating to Spanish

In Standard by Victory Group0 Comments


It’s not easy when it comes to developing marketing campaigns that will run on Hispanic and English markets. More and more companies are switching from American agencies to Hispanic agencies to get the message right. Target, Miller, Heineken and McDonalds all switched creative agencies this past year looking for better results.

So many times we hear clients say, “Let’s translate it and be done with it”.  But is really that simple?

Here are some numbers to consider from a recent study:

  • 2/3 of Hispanic immigrants say that they think in Spanish.
  • 80% of third-generation Hispanics say they think in English.
  • 2/3 of the native born Hispanics responded that they think of themselves as typical Americans,
  • 2/3 of foreign born Hispanics said that they were “very different” from typical Americans.

So, how do you reach them on an emotional level and get their attention?

The answer could be as simple as starting the creative process by focusing on our audience’s native culture, values and language.

When I hear an advertisement in Spanish, it makes me feel like they respect my heritage and want my attention.

As you know, Hispanic values play a prominent role in advertising, precisely because they are the most durable aspects of Hispanic identity. There is a common culture bond between hard work, the value of the Spanish language and at the top of the list, love of family.

While U.S. Hispanic media spending doesn’t fully reflect the country’s population of more than 50 million Latinos, it does continue to grow faster than general market media every year, posting 4.6% growth in 2011.

Bottom line…having a multicultural staff makes a huge difference for a creative team; they understand their clients, the audience… and it’s in their DNA!!

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