Known’s arsenal includes consumer intelligence, causal modeling, advanced segmentation and generative AI tools whose proprietary algorithms can master a range of natural language efforts.
“We’ve combined what we have with what TelevisaUnivision [has and] it’s going to make it far easier and more effective to develop a strategy for brands for winning with Hispanics,” Martin added.
Some brands remain hesitant
TelevisaUnivision and Known fusing their respective areas of experience is especially relevant at a time when many brands clearly want to reach Hispanic consumers but have either defaulted to outdated messaging or put off the attempt altogether for fear of making a mistake. Brands, Wolfe Pereira said, “have gotten so afraid of being canceled.”
But those fears are probably overblown—at least when it comes to this demographic. “I don’t think there’s anyone that is more welcoming than the Latino community,” said Wolfe Pereira. “We want to be seen. We are too big now to be invisible.” Among Gen Z alone, he stressed to attendees, 30% of consumers are Hispanic.
“This audience is massive, growing quickly, and its buying power is exponential,” Martin added, “so you must have an effective strategy for your brand against his audience. If you combine what we do on the brand, strategy, research and consumer intelligence front with what TelevisaUnivision knows about this audience, that’s a superpower, and it’s unique.”
Learn from the creators
Wolfe Pereira and Rooney led a segment titled Creators, Commerce & Culture, which explored not just the sweeping influence of Latin culture but the growing role of creators within it—as content producers, brand ambassadors and founders of their own brands, too. Brand advertisers and independent creators are united in the constant pursuit of authentic messaging, he said, and as creators look for ways to reach their audiences with a voice that’s sincere, trustworthy and culturally credible, brands can learn much by watching them.
Above all, Wolfe Pereira stressed that brands can no longer wait on the sidelines. “If you’re not connecting with this consumer in an authentic way,” he said, “you’re just not going to be able to win.”
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