MERCADEO Versión en español
Roberto Garcia of AT&T: Were out to create emotional ties with Hispanic consumers
1 de noviembre de 2012
García: Las agencias son un gran socio que representa una llave de comunicación
Roberto Garcia, executive director of Hispanic marketing for AT&T, made an appearance at the 2012 ANA (Association of National Advertisers) Multicultural Marketing & Diversity Conference, where he spoke of how AT&T takes a 360º view in its multicultural marketing.AT&T has been a brand characterized by strong emotional ties with its consumers through campaigns that feature Latino celebrities promoting the companys products.Garcia said that among Hispanic consumers, 60 percent of women and 54 percent of men prefer companies that use celebrities in their ad campaigns. Hispanic consumers tend to be more influenced to buy if the advertising is culturally relevant and includes celebrities, he said.AT&T campaigns are present in traditional media, online and mobile, through music and with culturally relevant messages. Bravo and Dieste are the Hispanic agencies charged with creating winning ad strategies for the brands Latino segment.Were out to create an emotional connection with consumers. Agencies are great partners that provide us with the key to communication, that understand the clients message and get it straight to the consumer, Garcia said. As a final point, the executive said that the campaign most recently developed with William Levy for its U-verse product increased call volume by 51 percent. The spots featuring amusing situations were not only creative but they really worked.
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