This is a post by Alberto Ferrer that I found to be so much along my lines of thought that I was compelled to post it on my blog. If you are interested in this subject you may read the article I authored: Finding the “right” Hispanic expertise for your company – May 2008
Thank you Alberto!!
In my previous post, I discussed the danger to clients of the mainstream agency’s Hispanic-acquisition practice of “poach the junior talent at Hispanic shops by promoting them beyond their capabilities.” Catchy, isn’t it? The point was that the same individual who a client might not have invited to planning meetings, for example, the next day might be in charge of that very planning.
A related practice exists in the client ranks and it is equally dangerous and even more pervasive in the industry. The practice is that of the Professional Hispanic vs. the Hispanic Professional.
Professional Hispanics have been around for a long time in the Hispanic Marketing world, but are becoming more widespread with the growth in importance and prevalence of Hispanic Marketing in organizations.
Professional Hispanic Defined
Professional Hispanics are folks who are Hispanic and have chosen their ethnicity as their profession. They have no specific expertise in Hispanic Marketing (or even marketing per se, for that matter) but rather ride the ethnicity of their name to define and build their career.
They can come from all walks of life in a client organization and from all levels. However, they are usually from junior levels because (a) the organizations that choose these folks to lead their Hispanic Marketing are usually companies that don’t value Hispanic that much and thus have these positions at relatively low levels in the organization, and (b) these same organizations are not those where Hispanics have reached high positions in the company.
Professional Hispanics usually see the market with very old-fashioned, traditional eyes (what they remember from growing up) rather than seeing it as the vibrant, ever-changing, dynamic, complex space it actually is. They tend to prefer things like street festivals and local radio. This is because they are not really marketers and thus do not continue learning about the market, changing with it, experimenting with it, etc. They continue using their personal experience as a filter, not realizing that their own selves 10 to 15 years ago are not the target.
Hispanic Professional Defined
Hispanic Professionals are [continue on page 2]