We Know HispanicMarketing

PACO began as a Hispanic-focused agency, and while we’ve expanded our focus to inclusive marketing as a whole we’ve certainly not forgotten that foundation. Between that cultural DNA and our tested and proven approach, we’re uniquely positioned to help you reach out to this vital and growing market. With that in mind, it’s helpful to cover some basics.

“Hispanic” and “Latino”

¿Es Lo Mismo, No?

Well…kind of. “Hispanic” refers to folks with a Spanish-speaking heritage, while “Latino” refers to folks with heritage in Latin America. There’s a lot of overlap, but it’s not complete – after all, Spain is in Europe and Brazilians don’t speak Spanish.

No matter which term we’re using, it’s important to remember that we’re talking about a group of people made up of myriad cultures and origins, from L.A. to Nueva York to Miami and from Puerto Rico to Tierra del Fuego. Getting the nuances right is the key to avoiding stereotypes and other cultural pitfalls. With that said, we do see some trends that are pretty broadly applicable to Hispanics of all stripes.

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We’ve Got a Wide Array of Capabilities

In addition to fully-integrated marketing campaigns, we offer a range of specialized Hispanic marketing services, including:

Spanish Language Copywriting and Translation

Hispanic Creative Adaptation

Hispanic Market Primary Research

Hispanic Audience 101 Presentations

Making the Case for Hispanic Marketing

Shared Cultural Trends

Reverse-Assimilation Hispanic Marketing

As the numbers, economic, and political clout of Hispanic Americans has grown, they’ve exerted a pull on the broader culture. Just think about tacos. Over the last couple of decades, tacos have become a part of the mainstream American diet – joining such items as ramen, bagels, pizza, and hot dogs as the latest in a line of ethnic staples that changed how we define quintessentially “American” food.

Fluid Identity

We like to refer to bicultural Hispanics as “200 Percenters” – they’re 100% American and 100% Hispanic, comfortable in both identities. While they might emphasize one aspect over another depending upon context, they reject the notion that they need to cast the Hispanic aside to become American. And when we’re talking about Afro-Latinos, we add 100% Black into the mix.

Retro-Acculturation Hispanic Marketing

Those 200 and 300 Percenters tend to share something else, particularly when they’re young: a desire to explore the cultural heritage of their ancestors. This helps explain the enduring popularity of lotería and quincenieras, among Mexican-Americans, regardless of how many generations their families have lived in the United States. Those are just two examples, but they help demonstrate the strong commitment younger Hispanics have to preserving their own culture even as they grow up immersed in the American mainstream.

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