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Head Brand Planner, Richards/Lerma
Steady growth of the US Hispanic population has made this audience increasingly important to brands. Quim Gil, head brand planner at Richards/Lerma, a Hispanics-focused agency, spoke with eMarketer’s Alison McCarthy about how ad agencies are approaching the US Hispanic market and the trends expected for 2017 in reaching those consumers.
eMarketer: How does Richards/Lerma apply total market strategies to its work?
Quim Gil: Our approach to total market tends to differ from other agencies. For most agencies, total market means that they’re addressing everyone at once, but audiences are still within their siloes, meaning they still look at African-Americans, Hispanics and the general market—meaning whites—separately.
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