Jorge Ulla of d exposito & Partners: We Must Address the Needs of Our Identity

Jorge Ulla, Partner, Chief Ideation Officer at d expósito & Partners, feels the U.S. Hispanic market and its advertising agencies are still in a constant struggle for the place they well deserve. “It is a struggle because in the last few years a transformation has taken place that, in my opinion, stems from the ad industry in the United States, which, in a protective way, has pushed the concept of the Total Market or General Market. That, of course has taken the focus away from the Hispanic Market and our particular ad industry. It has tried to dilute our message and our offer, and in fact has done so in many cases” he said. According to Ulla, conferences like the Culture Marketing Council: The Voice of Hispanic Marketing (CMC) are vital because they fight against this trend. “We know the Hispanic consumer cannot be influenced either in English or Spanish with commercials in which people and culture are a mix. They must cater to the needs of our identity, of our people, cultural hues, what motivates us, and that can be done in Spanish or in English, but with messages of such relevance they can only have been created by a Hispanic agency in the U.S.”