RESEARCH STUDY: THE HISPANIC INFLUENCE ON AMERICAN CULTURE -- A quantitative look into Hispanic influence on a changing American marketplace.
November 27, 2012
LOS ANGELES, Calif., November 27, 2012 /PRNewswire/ -- As Hispanic culture permeates mainstream America, a new research study by Conill reveals where the effect is most concentrated and which groups are most receptive to its influence.
“The Hispanic Influence on American Culture” details how people across all demographics see the country changing as a result of the infusion of Latino culture. The influence is fueled by the sheer size of the Hispanic population — now roughly one in six Americans, and the recognition, acceptance and consequent organic adoption of aspects of the Hispanic culture by non-Hispanics.
“We set out to better understand how Hispanic identity might evolve over time,” said Conill Chief Strategy Officer Verena Sisa. “For example, do Hispanics see themselves as agents of change? What are their views on balancing their distinctive heritage with the pull of the mainstream? We also wanted to know where their perceptions diverged from non-Hispanics.”
The study revealed surprising and not-so-surprising truths:
• Food, music and sports were confirmed as the greatest areas of influence by Hispanics and non-Hispanics alike.
• Discrepancies arise when it comes to beauty and style.
• Hispanics and non-Hispanics agree that the diversity of Hispanic culture in the U.S. is not well understood.
• Despite the fact that Hispanics over index in the use of technology, the two areas where Hispanic influence is perceived to be the weakest by non-Hispanics are technology and the internet.
• Only 1 in 10 of all respondents believes that Hispanics are “Extremely Safe” living in the Unites States.
“The Hispanic Influence on American Culture” contains an abundance of insights into an increasingly complex consumer marketplace. It is freely available for download at http://bit.ly/RUgGFY
Conill is among the most highly awarded Latino agencies in the U.S. and is a four-time recipient of the prestigious American Association of Advertising Agencies’ O’Toole Multicultural Award. It was named Multicultural Agency of the Year by leading industry trade publication Advertising Age in 2010 and 2007. The agency’s roster of clients includes Kraft, Procter & Gamble, Sony PlayStation, T-Mobile and Toyota Motor Sales.
Web: www.conill.com | Twitter:@Conill
Conill Names Ross Ludwig Executive Creative Director
August 13, 2012
LOS ANGELES, Calif., August 13, 2012 -- Conill today announced that Ross Ludwig will join the agency as its Executive Creative Director effective September 1. Mr. Ludwig (42) was previously part of a high-profile creative team that produced ideas for such agencies as Crispin, Porter + Bogusky, Goodby Silverstein and Partners, Wieden+Kennedy, BBDO, Mother and Chiat/Day, among others.
“The changing U.S. marketplace requires a broader perspective, particularly given the shift towards higher acculturation and affluence levels among Hispanic consumers,” said Conill CEO Cynthia McFarlane. “Ross’ international and general market experience fits perfectly into our evolving business and our work for clients. He will make a fabulous creative leader for the agency that I expect will propel our work forward and accelerate new and organic business growth.”
This is also a homecoming of sorts, as Mr. Ludwig spent seven years at Conill parent organization Saatchi & Saatchi, working alongside David Droga in the network’s offices in London and Singapore. His impressive body of work has earned multiple industry awards, including five Cannes Lions, for a wide-array of clients, including Verizon, AT&T, Toyota, Lexus, Sony Electronics, Cadbury Schweppes, United Airlines, Miller Brewing, Adidas, Coca-Cola, McDonalds, Nike, Apple, Starbucks and Hewlett-Packard, among others.
Commenting on his new role, Mr. Ludwig said, “It’s not enough to be one of the best multicultural agencies in the country. Conill can already lay claim to that. The goal is to become one of the best creative shops in the country, period. With an amazing team already in place and clients who value big ideas, I’m certain we can achieve that.”
Conill is among the most highly awarded Latino agencies in the U.S. and is a four-time recipient of the prestigious American Association of Advertising Agencies’ O’Toole Multicultural Award. It was named Multicultural Agency of the Year by leading industry trade publication Advertising Age in 2010 and 2007. The agency’s roster of clients includes Aflac, JCPenney, Procter & Gamble, Sony PlayStation, T-Mobile and Toyota Motor Sales.
Web: www.conill.com | Twitter:@Conill
New Study Reveals the Mood of Americans in 2012
May 2, 2012
Fact: Immigration is not considered a major issue by either Hispanics or non-Hispanics.
Fact: More than half of both groups feel their concerns are not being addressed by elected officials.
Fact: Despite their concern regarding the upcoming presidential election, non-Hispanics are more likely than Hispanics to feel the country is too concerned with politics.
These are some of the truths uncovered in America 2012: What Keeps Us Awake at Night and What Makes Us Dream In a Politically Charged Election Year, a new research study published today by Conill.
Focusing on the concerns, aspirations and political leanings of Americans, the quantitative study shows unexpected similarities and contrasts between Hispanics and non-Hispanics. It analyzes perceptions across a variety of geographies and segments: Republicans, Democrats and Independents; gender and age cohorts; Influencers and non-Influencers.
“We unearthed a variety of insights about what’s on peoples’ minds, exposing discrepancies between those learnings and the topics around which political discourse is built,” said Conill Chief Strategy Officer Verena Sisa. “For example, the subject of illegal immigration typically triggers shockwaves in the Hispanic media landscape, yet Latinos aren’t any more concerned about it than non-Hispanics. In fact, of all the concerns tracked, immigration fell at the very bottom of the list among Hispanics.”
Other insights from the study with implications for politicians and marketers include:
• Hispanics are more concerned about social issues, including the environment, drug abuse and obesity.
• There is a great sense of optimism among Hispanics, which presents an historic opportunity for marketers whose products and services align for a better future.
• The Hispanic vote will play an even greater role in the 2012 election – not only on the basis of population growth, but with higher self-reported engagement on Election Day as well.
A full version of the study is available at: http://conill.com/assets/whitepapers/AF_050112145053.pdf
An executive summary is available at: http://conill.com/assets/whitepapers/AES_050112145107.pdf
20 IN THEIR 20'S | Xploring The New Face of America
December 1, 2011
…One in five Americans ages 21-29 is Hispanic.
…Numbering eight million, Hispanics 21 to 29 comprise a powerful and bourgeoning market.
…With 34% growth from 2000 to 2011, and projected growth of 15% in the next five years, their importance is only increasing.
The young Hispanic audience may be easy to spot on a census chart, but is it easy to connect with?
That is the key question explored in Conill’s new white paper, 20 in Their 20s: Xploring the New Face of America.
It is the story of how we came to know this dynamic young segment and the themes that define their lives. Getting to know them in intimate depth, we befriended twenty young men and women in Miami and Los Angeles with divergent acculturation levels, economic attainment and heritage backgrounds.
What makes them tick and more importantly, how can marketers get in sync?
Conill’s “Somos Muchos” Campaign Wins Hpra’s Integrated Marketing Communications Campaign Of The Year
October 10, 2011
LOS ANGELES, October 10, 2011 – Conill’s ‘Somos Muchos” brand marketing campaign for Toyota was named “Integrated Marketing Campaign of the Year” during the Hispanic Public Relations Association (HPRA) 27th Annual PRemio Awards and Scholarships Gala last week in Los Angeles. Conill shared the award with its partner, RL Public Relations.
“We are incredibly proud of the results Somos Muchos has produced for the Toyota brand among Latino consumers,” commented Conill Chief Creative Officer Pablo Buffagni. “It’s a terrific example of how a very simple idea can align with people behind a passion and inspire advocacy.
The “Somos Muchos” campaign is a celebration of Latin culture and the relevance of Latinos within the U.S. mainstream. The centerpiece of the effort took the form of a bumper sticker that read: Somos muchos Latinos, Somos Muchos Toyotas (We are many Latinos, we are many Toyotas). The message fused the pride of being a Latino with the pride of owning a Toyota.
The campaign harnessed a massive population of inspirational consumers. Individual Toyota owners flocked to sign-up on the campaign Facebook page (www.facebook.com/toyotalatino) for free decals, while Latino pastors, school teachers and business owners made large orders to spread the word in their communities. This huge response in turn generated major media coverage of the campaign, further amplifying marketplace results.
About the PRemio Awards
HPRA’s PRemio Campaign Awards reflect the innovative, creative and cultural competence of Hispanic/Latino campaigns recognized by the industry’s leading professional Hispanic organization. Entries are judged by an unaffiliated panel of public relations professionals from national organizations, trade publications and academia.