Luis Miguel Messianu, Founder-President-Chief Creative Officer of MEL, presented with Marco Vega, Co-founder, President & CSO of Creyentes their campaign #StopLatinoCoating from the Hispanic Marketing Council.

“It is the first time that agencies and leaders of the Hispanic market have met and managed to build a unified and consistent voice,” he said.

He also indicated that it is important to approach this market, as marketing regularly approached in general: understanding the consumer, their culture and their language. 

Messianu highlighted several figures such as that although Hispanics represent 20% of the population, only 5% of marketing investment is allocated to this market. “In ten years, 50% of drinking-age consumers will be Latino. Brands have to start seeing these opportunities and assume them with commitment.” 

Finally, Messianu is proud to participate in Latin US Day and expresses that “it is a feeling that is just beginning. We have a bright future.”

The Hispanic Market Guide can be download here.