Abe García from Dieste: Brands seeking to reach Hispanic Millennials must change their advertising models

“Creatively serious” – that’s how Dieste Creative Director Abe García defines his ad agency in the Hispanic multicultural market. “Now more than ever, Hispanic creatives are under terrific stress to create insightful campaigns,” he said. “Not only do they have to connect with our consumers, but their campaigns must also make synergies with the general market.” Because of this duality, he feels Hispanic creativity is not being taken seriously by US brands. “To be more efficient, too many Hispanic agencies work on the translation, adaptation or transcreation of general market campaigns. And in so doing they put brands at risk by not being culturally relevant,” he said. Brands seeking to reach increasingly younger consumer groups, specifically in the Hispanic market, will have to change their advertising models. “Those who do it successfully open a new way of thinking that is seriously creative, with real, relevant perspectives that are right on target to get results,” Garcia added.