Avoid Opportunistic Marketing During Hispanic Heritage Month

By Hernan Tagliani

This article is featured in part by Ad Week’s Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. 

Hernan Tagliani, CEO of The Group Advertising, cautions brands against superficial appeals to the U.S. Hispanic market at strategic moments. He adds that consumer loyalty and trust can be built if brands show up consistently.

During National Hispanic Heritage Month (HHM), Sept. 15 to Oct. 15, many brands hope to lift sales by acknowledging the influence, culture, and contribution Hispanics bring to our nation. This is also when you might see marketers place stereotypical figures in advertising campaigns—an approach that wrongfully represents Hispanic consumers and is patronizing. Read more

Contributor Spotlight

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

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