MERCADEO Versión en español
Hector Muñoz of Church’s Chicken: The Business Model Of Exclusively Hispanic Agencies Is Changing
Manuela Walfenzao| 4 de mayo de 2018
Hector Muñoz ChurchChicken
The CMO of the fast-food chain Church’s Chicken, Hector Muñoz, said during Hispanicize 2018 that today’s brands face a very challenging scenario. “Part of the information Richard Edelman shared in his presentation proves that today’s Hispanic community trusts brands less than ever” he said. “It is our duty as brand promoters to be sensitive to the needs of Latino consumers and the way we communicate with them in order to establish a close relationship.”Church’s Chicken employs J. Walter Thompson as its general market agency and its multicultural arm to handle its campaigns for the Hispanic and African-American markets. “I think the business model of exclusively Hispanic agencies is evolving. It’s a very different model from what it was 10 years ago. I see a great fusion of the different agency categories and the growing influence of their cultural diversity. The Hispanic side is influencing the entire U.S. mainstream, making the term total market a truly valid concept, taking into account the opportunities in which ethnically targeted communications are necessary” added Muñoz. He said that in this scenario, personalized communications with consumers will be more important than ever. “Hispanicize is a great event to strengthen what we believe in, listen to marvelous speakers, obtain great insights and get to know the thought leaders of the Hispanic community” he concluded.
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