Don’t allow this to happen to your marketing messages!!!!
The English is clear enough to lorry drivers – but the Welsh reads “I am not in the office at the moment. Send any work to be translated.”
When officials asked for the Welsh translation of a road sign, they thought the reply was what they needed.
Unfortunately, the e-mail response to Swansea council said in Welsh: “I am not in the office at the moment. Send any work to be translated”.
So that was what went up under the English version which barred lorries from a road near a supermarket.
“When they’re proofing signs, they should really use someone who speaks Welsh,” said journalist Dylan Iorwerth.
Swansea Council became lost in translation when it was looking to halt heavy goods vehicles using a road near an Asda store in the Morriston area.
All official road signs in Wales are bilingual, so the local authority e-mailed its in-house translation service for the Welsh version of: “No entry for heavy goods vehicles. Residential site only”.
The reply duly came back and officials set the wheels in motion to create the large sign in both languages.
The notice went up and all seemed well – until Welsh speakers began pointing out the embarrassing error.
Welsh-language magazine Golwg was promptly sent photographs of the offending sign by a number of its readers.
Managing editor Mr Iorwerth said: “We’ve been running a series of these pictures over the past months.
“They’re circulating among Welsh speakers because, unfortunately, it’s all too common that things are not just badly translated, but are put together by people who have no idea about the language.
“It’s good to see people trying to translate, but they should really ask for expert help.
“Everything these days seems to be written first in English and then translated.
“Ideally, they should be written separately in both languages.”
A council spokeswoman said: “Our attention was drawn to the mistranslation of a sign at the junction of Clase Road and Pant-y-Blawd Road.
Other confusing signs
“We took it down as soon as we were made aware of it and a correct sign will be re-instated as soon as possible.”
The blunder is not the only time Welsh has been translated incorrectly or put in the wrong place:
Cyclists between Cardiff and Penarth in 2006 were left confused by a bilingual road sign telling them they had problems with an “inflamed bladder”.
In the same year, a sign for pedestrians in Cardiff reading ‘Look Right’ in English read ‘Look Left’ in Welsh.
In 2006, a shared-faith school in Wrexham removed a sign which translated Welsh for staff as “wooden stave”.
Football fans at a FA Cup tie between Oldham and Chasetown – two English teams – in 2005 were left scratching their heads after a Welsh-language hoarding was put up along the pitch. It should have gone to a match in Merthyr Tydfil.
People living near an Aberdeenshire building site in 2006 were mystified when a sign apologising for the inconvenience was written in Welsh as well as English.
It’s good to see people trying to translate but they should really ask for expert help
There’s still time to change the road you’re on – Led Zep
The rapid expansion of Hispanics into American suburbs presents sizable opportunities for marketers who understand the rich cultural diversity and purchasing attitudes of this segment, according to the latest Consumer Dynamics study from Acxiom® Corporation.
The study, titled “Getting Into the Market Share Race With the Emerging Hispburbanite Market,” taps into the explosive growth centered in 10 markets.
Emerging U.S. Hispanic Market:
Charlotte, NC
Nashville-Davidson, TN
Raleigh, NC
Memphis, TN
Greensboro, NC
Little Rock, AR
Indianapolis, IN
Birmingham, AL
Minneapolis, MN
Aurora, CO
The study reveals:
Hispanic suburban expansion is projected to continue.
The Hispanic market encompasses four distinct Hispburbanite groups.
Marketers have above average growth opportunities in areas with high concentrations of Hispanics.
Marketers should segment this culturally diverse group for maximum marketing impact.
The study shows Hispburbanites differ from Hispanics living in the main port-of-entry cities of New York, Los Angeles and Miami as they tend to be younger, more acculturated, single and wealthier. They tend to fall into four distinct groups:
Upstarts and Upbringing – Made up of some of the younger Hispanic households, this is the most acculturated of all groups. They primarily speak English away from home and are a mix of singles and recently married couples, some with young children.
Trendy Traditions – A somewhat younger mix, this group is mostly single and childless. Though slightly less acculturated than Upstarts and Upbringing, this group prefers American name brands and brand-name bargains.
Recent Arrivals –The least acculturated of all groups, these households more frequently comprise immigrants who have resided less than 10 years in the United States. They prefer to speak Spanish at home and away, and are primarily single renters with low to middle incomes.
White Picket Fences – A married and single mix of adults with above-average income makes up this group. Often owning their own homes, these households are more comfortable with financial institutions than other groups and are building net worth. This group is primarily English speaking and while they do save, their incomes allow for plentiful shopping, especially for jewelry and business clothing.
Overall, Hispburbanites tend to be mostly second- and third-generation Hispanics with increasing consumer buying power. “This market represents tremendous opportunity for companies across industries,” said the Acxiom’s senior manager for analytic, geospatial and segmentation products. “Segmentation allows marketers to target initiatives that encompass cultural preferences based on the characteristics of the defined consumer groups.
“Intelligent marketing decisions will maximize results, greatly improving return on marketing dollars spent,” he added. “At a time when marketers are under intense scrutiny to produce measurable results, this study provides invaluable consumer insights.”
Source: Acxiom
https://hispanic-marketing.com/wp-content/uploads/2009/07/148-17QualitativeResearch.jpg450600Target Latinohttps://hispanic-marketing.com/wp-content/uploads/2014/09/targetlatino-enfold-logo1.pngTarget Latino2009-07-09 07:24:222018-03-27 05:50:24Emerging U.S. Hispanic Market Brimming with Opportunity
SANTA BARBARA, Calif., June 29 /PRNewswire/ — The June 2009 issue of Hispanic Business magazine features the 27th annual Hispanic Business 500, the benchmark directory of the 500 largest Hispanic-owned companies in the United States.
The annual Hispanic Business 500 directory is widely recognized as the barometer of the U.S. Hispanic economy. Cumulative revenues for the directory totaled $36.15 billion, a slight increase from 2008, which totaled $36.10 billion. A searchable directory of the 2009 Hispanic Business 500 is available now on the magazine’s companion web site, HispanicBusiness.com.
For the third straight year, the HB 500’s top-ranked company was the aptly named Brightstar, a global telecom wholesaler. Though the company posted a dip in revenue of 2.35 percent, it still managed to bring in $3.6 billion.
The surprising bright spot of this year’s list was the financial sector, which posted an impressive 17.2 percent boost in revenues. Pan-American Life Insurance Co. of New Orleans was among the successful businesses in this category, showing an 11 percent gain in revenue over the previous year, as well as a healthy 6 percent profit.
Companies included in the 500 must show at least 51 percent ownership by Hispanic U.S. citizens and must maintain headquarters in one of the 50 states or Washington, D.C. Principals must be U.S. citizens.
For more information, go to http://www.hispanicbusiness.com/rankings/hispanic_companies/
About Hispanic Business Media
For 30 years Hispanic Business Media has been the authoritative source for the latest trends, research and reporting on the growth of the U.S. Hispanic consumer market and the Hispanic enterprise and professional sectors.
Hispanic Business Media properties provide innovative branding and targeted marketing solutions across multiple platforms:
— Award-winning print editorial via Hispanic Business Magazine, which provides readers in the United States and around the world with the most relevant and data-driven news on the U.S. Hispanic economy. — Fresh, real-time online content and interaction via HispanicBusiness.com. The site specializes in b2b daily news, branded content from Hispanic Business magazine, original postings by hb.com writers and some user-generated content. — Hispanic Business Events, which feature and draw the nation’s most affluent and influential Hispanic leaders. Examples include the Hispanic Business magazine EOY Awards for entrepreneurial excellence; the CEO Capital Markets Roundtable; and the Woman of the Year (WOY) Awards. — Unique data reports on the U.S. Hispanic sector developed by HispanTelligence, the research arm of Hispanic Business Media. — Diversity recruiting and development services from HireDiversity.com.
HispanicBusiness magazine, HispanicBusiness.com, Hispanic Business magazine EOY, HireDiversity.com and HispanTelligence are registered trademarks of Hispanic Business Inc. 2008 Hispanic Business Inc. All rights reserved. Hispanic Business Media
Web Site: http://www.hispanicbusiness.com/
https://hispanic-marketing.com/wp-content/uploads/2013/11/rockefeller-quotes-on-business.jpg800600Target Latinohttps://hispanic-marketing.com/wp-content/uploads/2014/09/targetlatino-enfold-logo1.pngTarget Latino2009-07-01 11:23:102018-03-27 06:13:55Hispanic Business Magazine Announces 500 Largest U.S. Hispanic-owned Companies
MillerCoors pledged Friday to increase economic opportunities for Hispanics through an agreement with the Hispanic Association on Corporate Responsibility.
Through the joint agreement, MillerCoors and the Hispanic Association on Corporate Responsibility promise to increase and enhance economic opportunities for Hispanics through increased participation in key corporate initiatives such as leadership and work force development, procurement and supplier diversity, marketing and advertising, and community contributions.
“Growing and leveraging diversity will provide MillerCoors with a competitive advantage that will not only strengthen our business, but also strengthen the Hispanic community,” said Leo Kiely, MillerCoors CEO. “Through this agreement we will be able to use our collective power to achieve an important goal for both our organizations, to have Hispanics participating at greater levels in our business.”
The new five-year agreement is the first since MillerCoors was created in July 2008. Coors was a founding corporate member of HACR and has maintained an agreement since 1986.
“It is gratifying to see that MillerCoors recognizes the growing influence of Latinos in the marketplace, workplace and social mainstream, said HACR president and CEO Carlos Orta.
MillerCoors is a joint venture of Denver-based Molson Coors Brewing Co. and SABMiller PLC that combines the two international beer companies’ U.S. brewing operations.
Source: Denver Business Journal
https://hispanic-marketing.com/wp-content/uploads/2009/10/beer.jpg387800Target Latinohttps://hispanic-marketing.com/wp-content/uploads/2014/09/targetlatino-enfold-logo1.pngTarget Latino2009-07-01 08:42:002018-03-27 06:16:18MillerCoors pact to serve Hispanics
I often receive phone calls from advertising colleagues who are looking to add Latino talent to their teams. The caller might own or work for a Hispanic market agency, or a multicultural agency or a general-market agency. He might be a headhunter hired to work with any of these agency types. In most cases, the request is simply about who I know that is talented, easy to work with and has all the right skill sets. However, in some cases, certain biases rear their ugly heads. I’m asked questions that have no business being asked in this day and age. At a time when jobs are hard to find, it pains me to believe that there are worthy candidates being passed over because of:
It’s more important to be NICE
Skin Color: General-market agencies are often criticized for the lack of diversity within their ranks and, in many cases, they certainly should be. But if truth be told, there are U.S. Hispanic agencies whose staff photos simply do not reflect the diversity of the U.S. Hispanic population as a whole. Black Hispanics have historically found it difficult to find acceptance within some Hispanic circles. The same holds true for the more brown-skinned Mexican-Americans or those who self-define as chicanos. Occasionally, the white, blond, blue-eyed Hispanic will also lose out on a job opportunity because he doesn’t fulfill the agencies expectations of what a Hispanic is, particularly when general-market agencies are trying to hire window dressing to check off a diversity box or create the illusion of having a Hispanic competency in-house.
Social Status: Often U.S.-born Latinos, and particularly those of Mexican descent, are judged based upon their parents’ social status, regardless of what the candidate’s U.S. social reality is. This stems from country-of-origin practices that prioritize a more European-influenced presentation skewing toward lighter hair, lighter eyes, lighter skin and a facial bone structure that does not shout “indigenous” (or doesn’t bear “la mancha de platano” as a friend of mine used to say). I know that there are Latinos in hiring positions that will rule out candidates because they remind them of the maids and cleaning ladies that were a part of their foreign-born reality. I know there are non-Latinos that will do the same based on their U.S.-born frame of reference. While the hiring of foreign-born Latinos from Argentina, Colombia and other South American countries is often discussed in terms of the need for better language skills, there are most definitely other factors, including social status, that in some agencies make a U.S.-born Latino a less desirable hire.
Accents: Of course no one is going to hire someone who can’t make themselves understood to an English-only customer base, unless the role does not require direct client contact. However, there are any number of accented Latinos who not only can make themselves understood, but also can out-think and outperform some of their non-accented co-workers. Nonetheless, over the past six months, I have received at least two calls from general-market colleagues about creative positions they were seeking to fill. And in both cases they were hoping I knew someone who “didn’t have an accent” because they didn’t feel their clients would be comfortable. On the flip side, I’ve seen clients fall head over heels in love with accented Latino creatives, deeming them to be somehow more authentic because of their accent. Sometimes the adoration is warranted because the quality of the work is that good — accent or not. But frankly, I’ve seen really poor work get pitched by heavily accented old-school salesmen and get approved because of the illusion of authenticity and therefore the implied expertise that the accent created. Perhaps worse off than the accented creative is the accented account person, who is often not considered client-worthy regardless of intellect and ability to write, present and handle the requirements of the job.
I have always found the hiring process to be complex. Resumes get screened and, no matter how free of bias one believes themselves to be, perceptions get formed based on names, colleges, who-knows-who in common, and a myriad of other pieces of information. All that before the person ever walks in the door. Then there’s the voice on the answering machine, the grammar in the e-mail and the first impression when they do finally walk in and shake your hand. Even the handshake sends its own message of strength or weakness, confidence or insecurity.
We are none of us perfect. That said, we still owe it to ourselves and each other to work at being fair and impartial. We must leave our prejudices and personal preferences at the door.
I know that every job candidate turned down for a position could cry foul regardless of ethnic or racial background. Maybe it’s age or gender. Maybe it’s the cologne he wears. Who knows? But the fact is that for Latino job candidates trying to deal with the day-to-day realities of the advertising and marketing industries (including the multicultural and U.S. Hispanic advertising agencies), there are subtle and not so subtle forms of discrimination that often go undetected or are rarely acknowledged or discussed. If putting it out there helps one person go from unemployed to employed during these most difficult of times, this blog will have served its purpose.
https://hispanic-marketing.com/wp-content/uploads/2013/11/rockefeller-quotes-on-business.jpg800600Target Latinohttps://hispanic-marketing.com/wp-content/uploads/2014/09/targetlatino-enfold-logo1.pngTarget Latino2009-07-01 11:23:102018-03-27 06:13:55Hispanic Business Magazine Announces 500 Largest U.S. Hispanic-owned Companies
https://hispanic-marketing.com/wp-content/uploads/2009/06/Hispanics-Face-Discrimination-Even-Among-Their-Own.png350700Target Latinohttps://hispanic-marketing.com/wp-content/uploads/2014/09/targetlatino-enfold-logo1.pngTarget Latino2009-06-24 09:22:092018-05-18 19:40:07Hispanics Face Discrimination Even Among Their Own
Source: Rochelle Newman-Carrasco – http://adage.com/bigtent/post?article_id=137503 Hispanics Face Discrimination Even Among Their Own
https://hispanic-marketing.com/wp-content/uploads/2009/06/Hispanics-Face-Discrimination-Even-Among-Their-Own.png350700Target Latinohttps://hispanic-marketing.com/wp-content/uploads/2014/09/targetlatino-enfold-logo1.pngTarget Latino2009-06-24 09:22:092018-05-18 19:40:07Hispanics Face Discrimination Even Among Their Own
Don’t allow this to happen to your marketing messages!!!!
The English is clear enough to lorry drivers – but the Welsh reads “I am not in the office at the moment. Send any work to be translated.”
When officials asked for the Welsh translation of a road sign, they thought the reply was what they needed.
Unfortunately, the e-mail response to Swansea council said in Welsh: “I am not in the office at the moment. Send any work to be translated”.
So that was what went up under the English version which barred lorries from a road near a supermarket.
“When they’re proofing signs, they should really use someone who speaks Welsh,” said journalist Dylan Iorwerth.
Swansea Council became lost in translation when it was looking to halt heavy goods vehicles using a road near an Asda store in the Morriston area.
All official road signs in Wales are bilingual, so the local authority e-mailed its in-house translation service for the Welsh version of: “No entry for heavy goods vehicles. Residential site only”.
The reply duly came back and officials set the wheels in motion to create the large sign in both languages.
The notice went up and all seemed well – until Welsh speakers began pointing out the embarrassing error.
Welsh-language magazine Golwg was promptly sent photographs of the offending sign by a number of its readers.
Managing editor Mr Iorwerth said: “We’ve been running a series of these pictures over the past months.
“They’re circulating among Welsh speakers because, unfortunately, it’s all too common that things are not just badly translated, but are put together by people who have no idea about the language.
“It’s good to see people trying to translate, but they should really ask for expert help.
“Everything these days seems to be written first in English and then translated.
“Ideally, they should be written separately in both languages.”
A council spokeswoman said: “Our attention was drawn to the mistranslation of a sign at the junction of Clase Road and Pant-y-Blawd Road.
Other confusing signs
“We took it down as soon as we were made aware of it and a correct sign will be re-instated as soon as possible.”
The blunder is not the only time Welsh has been translated incorrectly or put in the wrong place:
Cyclists between Cardiff and Penarth in 2006 were left confused by a bilingual road sign telling them they had problems with an “inflamed bladder”.
In the same year, a sign for pedestrians in Cardiff reading ‘Look Right’ in English read ‘Look Left’ in Welsh.
In 2006, a shared-faith school in Wrexham removed a sign which translated Welsh for staff as “wooden stave”.
Football fans at a FA Cup tie between Oldham and Chasetown – two English teams – in 2005 were left scratching their heads after a Welsh-language hoarding was put up along the pitch. It should have gone to a match in Merthyr Tydfil.
People living near an Aberdeenshire building site in 2006 were mystified when a sign apologising for the inconvenience was written in Welsh as well as English.
It’s good to see people trying to translate but they should really ask for expert help
There’s still time to change the road you’re on – Led Zep
The rapid expansion of Hispanics into American suburbs presents sizable opportunities for marketers who understand the rich cultural diversity and purchasing attitudes of this segment, according to the latest Consumer Dynamics study from Acxiom® Corporation.
The study, titled “Getting Into the Market Share Race With the Emerging Hispburbanite Market,” taps into the explosive growth centered in 10 markets.
Emerging U.S. Hispanic Market:
Charlotte, NC
Nashville-Davidson, TN
Raleigh, NC
Memphis, TN
Greensboro, NC
Little Rock, AR
Indianapolis, IN
Birmingham, AL
Minneapolis, MN
Aurora, CO
The study reveals:
Hispanic suburban expansion is projected to continue.
The Hispanic market encompasses four distinct Hispburbanite groups.
Marketers have above average growth opportunities in areas with high concentrations of Hispanics.
Marketers should segment this culturally diverse group for maximum marketing impact.
The study shows Hispburbanites differ from Hispanics living in the main port-of-entry cities of New York, Los Angeles and Miami as they tend to be younger, more acculturated, single and wealthier. They tend to fall into four distinct groups:
Upstarts and Upbringing – Made up of some of the younger Hispanic households, this is the most acculturated of all groups. They primarily speak English away from home and are a mix of singles and recently married couples, some with young children.
Trendy Traditions – A somewhat younger mix, this group is mostly single and childless. Though slightly less acculturated than Upstarts and Upbringing, this group prefers American name brands and brand-name bargains.
Recent Arrivals –The least acculturated of all groups, these households more frequently comprise immigrants who have resided less than 10 years in the United States. They prefer to speak Spanish at home and away, and are primarily single renters with low to middle incomes.
White Picket Fences – A married and single mix of adults with above-average income makes up this group. Often owning their own homes, these households are more comfortable with financial institutions than other groups and are building net worth. This group is primarily English speaking and while they do save, their incomes allow for plentiful shopping, especially for jewelry and business clothing.
Overall, Hispburbanites tend to be mostly second- and third-generation Hispanics with increasing consumer buying power. “This market represents tremendous opportunity for companies across industries,” said the Acxiom’s senior manager for analytic, geospatial and segmentation products. “Segmentation allows marketers to target initiatives that encompass cultural preferences based on the characteristics of the defined consumer groups.
“Intelligent marketing decisions will maximize results, greatly improving return on marketing dollars spent,” he added. “At a time when marketers are under intense scrutiny to produce measurable results, this study provides invaluable consumer insights.”
Source: Acxiom
https://hispanic-marketing.com/wp-content/uploads/2009/07/148-17QualitativeResearch.jpg450600Target Latinohttps://hispanic-marketing.com/wp-content/uploads/2014/09/targetlatino-enfold-logo1.pngTarget Latino2009-07-09 07:24:222018-03-27 05:50:24Emerging U.S. Hispanic Market Brimming with Opportunity
SANTA BARBARA, Calif., June 29 /PRNewswire/ — The June 2009 issue of Hispanic Business magazine features the 27th annual Hispanic Business 500, the benchmark directory of the 500 largest Hispanic-owned companies in the United States.
The annual Hispanic Business 500 directory is widely recognized as the barometer of the U.S. Hispanic economy. Cumulative revenues for the directory totaled $36.15 billion, a slight increase from 2008, which totaled $36.10 billion. A searchable directory of the 2009 Hispanic Business 500 is available now on the magazine’s companion web site, HispanicBusiness.com.
For the third straight year, the HB 500’s top-ranked company was the aptly named Brightstar, a global telecom wholesaler. Though the company posted a dip in revenue of 2.35 percent, it still managed to bring in $3.6 billion.
The surprising bright spot of this year’s list was the financial sector, which posted an impressive 17.2 percent boost in revenues. Pan-American Life Insurance Co. of New Orleans was among the successful businesses in this category, showing an 11 percent gain in revenue over the previous year, as well as a healthy 6 percent profit.
Companies included in the 500 must show at least 51 percent ownership by Hispanic U.S. citizens and must maintain headquarters in one of the 50 states or Washington, D.C. Principals must be U.S. citizens.
For more information, go to http://www.hispanicbusiness.com/rankings/hispanic_companies/
About Hispanic Business Media
For 30 years Hispanic Business Media has been the authoritative source for the latest trends, research and reporting on the growth of the U.S. Hispanic consumer market and the Hispanic enterprise and professional sectors.
Hispanic Business Media properties provide innovative branding and targeted marketing solutions across multiple platforms:
— Award-winning print editorial via Hispanic Business Magazine, which provides readers in the United States and around the world with the most relevant and data-driven news on the U.S. Hispanic economy. — Fresh, real-time online content and interaction via HispanicBusiness.com. The site specializes in b2b daily news, branded content from Hispanic Business magazine, original postings by hb.com writers and some user-generated content. — Hispanic Business Events, which feature and draw the nation’s most affluent and influential Hispanic leaders. Examples include the Hispanic Business magazine EOY Awards for entrepreneurial excellence; the CEO Capital Markets Roundtable; and the Woman of the Year (WOY) Awards. — Unique data reports on the U.S. Hispanic sector developed by HispanTelligence, the research arm of Hispanic Business Media. — Diversity recruiting and development services from HireDiversity.com.
HispanicBusiness magazine, HispanicBusiness.com, Hispanic Business magazine EOY, HireDiversity.com and HispanTelligence are registered trademarks of Hispanic Business Inc. 2008 Hispanic Business Inc. All rights reserved. Hispanic Business Media
Web Site: http://www.hispanicbusiness.com/
https://hispanic-marketing.com/wp-content/uploads/2013/11/rockefeller-quotes-on-business.jpg800600Target Latinohttps://hispanic-marketing.com/wp-content/uploads/2014/09/targetlatino-enfold-logo1.pngTarget Latino2009-07-01 11:23:102018-03-27 06:13:55Hispanic Business Magazine Announces 500 Largest U.S. Hispanic-owned Companies
MillerCoors pledged Friday to increase economic opportunities for Hispanics through an agreement with the Hispanic Association on Corporate Responsibility.
Through the joint agreement, MillerCoors and the Hispanic Association on Corporate Responsibility promise to increase and enhance economic opportunities for Hispanics through increased participation in key corporate initiatives such as leadership and work force development, procurement and supplier diversity, marketing and advertising, and community contributions.
“Growing and leveraging diversity will provide MillerCoors with a competitive advantage that will not only strengthen our business, but also strengthen the Hispanic community,” said Leo Kiely, MillerCoors CEO. “Through this agreement we will be able to use our collective power to achieve an important goal for both our organizations, to have Hispanics participating at greater levels in our business.”
The new five-year agreement is the first since MillerCoors was created in July 2008. Coors was a founding corporate member of HACR and has maintained an agreement since 1986.
“It is gratifying to see that MillerCoors recognizes the growing influence of Latinos in the marketplace, workplace and social mainstream, said HACR president and CEO Carlos Orta.
MillerCoors is a joint venture of Denver-based Molson Coors Brewing Co. and SABMiller PLC that combines the two international beer companies’ U.S. brewing operations.
Source: Denver Business Journal
https://hispanic-marketing.com/wp-content/uploads/2009/10/beer.jpg387800Target Latinohttps://hispanic-marketing.com/wp-content/uploads/2014/09/targetlatino-enfold-logo1.pngTarget Latino2009-07-01 08:42:002018-03-27 06:16:18MillerCoors pact to serve Hispanics
I often receive phone calls from advertising colleagues who are looking to add Latino talent to their teams. The caller might own or work for a Hispanic market agency, or a multicultural agency or a general-market agency. He might be a headhunter hired to work with any of these agency types. In most cases, the request is simply about who I know that is talented, easy to work with and has all the right skill sets. However, in some cases, certain biases rear their ugly heads. I’m asked questions that have no business being asked in this day and age. At a time when jobs are hard to find, it pains me to believe that there are worthy candidates being passed over because of:
It’s more important to be NICE
Skin Color: General-market agencies are often criticized for the lack of diversity within their ranks and, in many cases, they certainly should be. But if truth be told, there are U.S. Hispanic agencies whose staff photos simply do not reflect the diversity of the U.S. Hispanic population as a whole. Black Hispanics have historically found it difficult to find acceptance within some Hispanic circles. The same holds true for the more brown-skinned Mexican-Americans or those who self-define as chicanos. Occasionally, the white, blond, blue-eyed Hispanic will also lose out on a job opportunity because he doesn’t fulfill the agencies expectations of what a Hispanic is, particularly when general-market agencies are trying to hire window dressing to check off a diversity box or create the illusion of having a Hispanic competency in-house.
Social Status: Often U.S.-born Latinos, and particularly those of Mexican descent, are judged based upon their parents’ social status, regardless of what the candidate’s U.S. social reality is. This stems from country-of-origin practices that prioritize a more European-influenced presentation skewing toward lighter hair, lighter eyes, lighter skin and a facial bone structure that does not shout “indigenous” (or doesn’t bear “la mancha de platano” as a friend of mine used to say). I know that there are Latinos in hiring positions that will rule out candidates because they remind them of the maids and cleaning ladies that were a part of their foreign-born reality. I know there are non-Latinos that will do the same based on their U.S.-born frame of reference. While the hiring of foreign-born Latinos from Argentina, Colombia and other South American countries is often discussed in terms of the need for better language skills, there are most definitely other factors, including social status, that in some agencies make a U.S.-born Latino a less desirable hire.
Accents: Of course no one is going to hire someone who can’t make themselves understood to an English-only customer base, unless the role does not require direct client contact. However, there are any number of accented Latinos who not only can make themselves understood, but also can out-think and outperform some of their non-accented co-workers. Nonetheless, over the past six months, I have received at least two calls from general-market colleagues about creative positions they were seeking to fill. And in both cases they were hoping I knew someone who “didn’t have an accent” because they didn’t feel their clients would be comfortable. On the flip side, I’ve seen clients fall head over heels in love with accented Latino creatives, deeming them to be somehow more authentic because of their accent. Sometimes the adoration is warranted because the quality of the work is that good — accent or not. But frankly, I’ve seen really poor work get pitched by heavily accented old-school salesmen and get approved because of the illusion of authenticity and therefore the implied expertise that the accent created. Perhaps worse off than the accented creative is the accented account person, who is often not considered client-worthy regardless of intellect and ability to write, present and handle the requirements of the job.
I have always found the hiring process to be complex. Resumes get screened and, no matter how free of bias one believes themselves to be, perceptions get formed based on names, colleges, who-knows-who in common, and a myriad of other pieces of information. All that before the person ever walks in the door. Then there’s the voice on the answering machine, the grammar in the e-mail and the first impression when they do finally walk in and shake your hand. Even the handshake sends its own message of strength or weakness, confidence or insecurity.
We are none of us perfect. That said, we still owe it to ourselves and each other to work at being fair and impartial. We must leave our prejudices and personal preferences at the door.
I know that every job candidate turned down for a position could cry foul regardless of ethnic or racial background. Maybe it’s age or gender. Maybe it’s the cologne he wears. Who knows? But the fact is that for Latino job candidates trying to deal with the day-to-day realities of the advertising and marketing industries (including the multicultural and U.S. Hispanic advertising agencies), there are subtle and not so subtle forms of discrimination that often go undetected or are rarely acknowledged or discussed. If putting it out there helps one person go from unemployed to employed during these most difficult of times, this blog will have served its purpose.
https://hispanic-marketing.com/wp-content/uploads/2013/11/rockefeller-quotes-on-business.jpg800600Target Latinohttps://hispanic-marketing.com/wp-content/uploads/2014/09/targetlatino-enfold-logo1.pngTarget Latino2009-07-01 11:23:102018-03-27 06:13:55Hispanic Business Magazine Announces 500 Largest U.S. Hispanic-owned Companies
https://hispanic-marketing.com/wp-content/uploads/2009/06/Hispanics-Face-Discrimination-Even-Among-Their-Own.png350700Target Latinohttps://hispanic-marketing.com/wp-content/uploads/2014/09/targetlatino-enfold-logo1.pngTarget Latino2009-06-24 09:22:092018-05-18 19:40:07Hispanics Face Discrimination Even Among Their Own
Source: Rochelle Newman-Carrasco – http://adage.com/bigtent/post?article_id=137503 Hispanics Face Discrimination Even Among Their Own
https://hispanic-marketing.com/wp-content/uploads/2009/06/Hispanics-Face-Discrimination-Even-Among-Their-Own.png350700Target Latinohttps://hispanic-marketing.com/wp-content/uploads/2014/09/targetlatino-enfold-logo1.pngTarget Latino2009-06-24 09:22:092018-05-18 19:40:07Hispanics Face Discrimination Even Among Their Own
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