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As evp and chief client officer at TelevisaUnivision, Steven Wolfe Pereira knows a thing or two about how advertisers can reach Hispanic American consumers.
And that includes what not to do.
“If you’re really trying to figure out how to be a part of the conversation, [don’t] do a Cinco de Mayo, a burrito and a piñata,” he said. “We’re well past those days. [But] if you could culturally, authentically connect with his audience, you will see change in your business.”
Speaking on stage with ADWEEK chief experience officer Jenny Rooney at the Outlook 2024 summit, Wolfe Pereira shared insights culled from years as an industry executive on both the agency and corporate marketing sides. He also addressed a dichotomy on the minds of many marketers in the room: Talking about authentic connections is easy, but forging them is another thing altogether.
Having perceived that knowledge gap in the marketplace, Wolfe Pereira today announced a new partnership between TelevisaUnivision and integrated marketing agency Known, whose remit will be to assist brand clients with media and marketing strategy, and developing credible messaging.
“They’re going to offer their capabilities, their insights, their tools—tapping into the culture in an authentic way,” Wolfe Pereira said.
The indominable influence of Hispanic audiences
In today’s multicultural landscape, few marketers doubt the importance of trying to do that. The buying power of Hispanic Americans is well north of $3.4 trillion, according to research from the nonprofit Latino Donor Collaborative, and it will grow commensurately with the demographic. According to the U.S. Census Bureau, Hispanic Americans are among the fastest growing ethnic groups, having swelled by 23% between 2010 and 2020. With 61.1 million people, Hispanic Americans now make up 19% of the U.S. population.
With an empire that includes broadcast networks like Univision and Las Estrellas, 38 cable networks, 35 Spanish-language radio stations and Spanish-language streaming platform ViX—what Wolfe Pereira refers to as its Hispanic Operating System—TelevisaUnivision is a logical way to reach Hispanic Americans.
But even a media behemoth like that can’t always tell you how to reach them. Which is where Known steps into the picture.
“What we bring are some things that they don’t have [including] advanced analytics, research, brand strategy and AI capabilities,” said Known president Ross Martin, speaking from his office in Los Angeles.
