Hernan Tagliani

Heather Fletcher is senior content editor with Target Marketing.

Hernan Tagliani is president and CEO of The Group Advertising (TGA), an award-winning Hispanic advertising agency and PR firm headquartered in Orlando, Fla. He’s the author of “Hispanic Market for Corporate America: How to make your brand culturally relevant.” Reach him at hernan@thegroupads.com. 

The United States is constantly evolving. Minority groups are growing at a fast pace and as a result Hispanics are no longer a sub-segment of the economy. They are emerging as a powerhouse of economic and political influence. Marketing executives reaction to this evolution will affect their company’s bottom line — now and well into the future.

"It takes an aroused man to make a chicken affectionate." Google that phrase and search results show Frank Perdue's slogan, "It takes a strong man to make a tender chicken," went horribly wrong in translation. This is part of the reason marketers may fear communicating with Hispanic consumers—because there are so many ways to get it so, so wrong. But get it right and the returns can be very rewarding. Hispanic consumers respond to direct mail solicitations about 3.5 times more often than do other U.S. consumers.

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