New York, NY–(HISPANIC PR WIRE)–March 3, 2003–In the past, reaching U.S. Hispanics meant appealing to the Cuban, Puerto Rican, and Mexican communities separately. Today, with more than 15 ethnic groups, appealing to Hispanics demands a unifying strategy for maximum reach. Comunicados, a marketing communications agency launched today, offers companies a more effective way to reach the fastest-growing ethnic market in the country.
Co-founded by Juan J. Davila, a former executive at AT&T, Nabisco, Young & Rubicam and A&E Television Networks, and Robert J. Pierot, a veteran maritime executive and venture capitalist, Comunicados develops smart, innovative and executable communications solutions for organizations looking to develop messages that influence U.S. Hispanics.
In the Census 2000, the largest segment growth in the U.S. Hispanic population was among people of South and Central American origin. In fact, in the last ten years, this segment experienced the highest growth rate of all the groups. They were up 96.6%, consisting of Guatemalan, Honduran, Panamanian, Nicaraguan, Costa Rican, Colombian, Chilean, Ecuadorian, Peruvian, Venezuelan, Bolivian, Uruguayan, etc.
“The central communications challenge is creating a single voice that will resonate in a highly fragmented market comprised of different Hispanic ethnic groups,” said Juan J. Davila, President and CEO, Comunicados.
According to the Census, the proportion of the Hispanic population by type has also changed in the last ten years. The biggest part of the pie, Mexican, Cuban and Puerto Rican, did not increase their share, while the South and Central American group was up 22.8%. U.S. Hispanics are more culturally fragmented than ten years ago but are quickly assimilating American habits.
“A universal voice that successfully integrates U.S. and Hispanic messages can then transcend cultural sensibilities without ignoring them,” said Robert J. Pierot, CFO, Comunicados. “It is more strategic and cost effective to reach a fragmented audience with a single message.”
Comunicados’ dissemination tactics to reach Hispanics cover both General and Hispanic media outlets as well as alternative channels that are linked to the Hispanic community. The agency believes that targeting Hispanic consumers requires a thorough understanding of both Hispanic and General market communications networks.
When developing programs, Comunicados evaluates economic factors, demographics and cultural habits, distilling similarities and differences that explain behavior and identify consumer needs. It is no longer enough to know where Hispanics live or what Spanish language magazine they read, their habits are shaped by general mainstream trends.
Below is a brief description of Comunicados services:
-Omni Communications: solutions that are targeted to multiple audiences, ranging from trade and consumer press, political institutions, opinion leaders, to e-press, international media, etc.
-Corporate Communications: strategies focused to the trade press and related industry audiences to position a corporation or executive.
-Press Communications: consumer and trade publicity campaigns that generate awareness.
-Marketing Communications: develop communications materials to support marketing and sales objectives, including media and sales training.
-Branding Communications: strategic positioning statements and long term branding programs to establish product differentiation and build lasting core brand equity.
-Internal Communications: programs that define or strengthen a company’s culture and help senior management steer the organization.
Additionally, Comunicados provides one-time services such as translations from English to Spanish and vice versa, press release writing, press pitching, collateral material development, and corporate video production. ComunicadosÒ is located at 29 Broadway, New York, NY 10006, telephone: 212-514-6990 and fax: 212-514-6925, web site: http://wwww.comunicados-usa.com.
Juan J. Davila