From writing orignal content to reviewing existing campaigns and making the necessary fixes to insure that your message is relevant and culturally responsible. If your customer is Spanish speaking, I make sure your copy reflects your brand's integrity by saying it right the first time.
Although I do not recommend that you ever 'translate' your copy, I can adapt your campaign for the intended target. This means rewriting your original which may change a little or a lot, depending on the content of your message.
ORIGINAL CONTENT DEVELOPMENT
I take your brand's message and create the culturally relevant version, whether that be in Spanish - English - Spanglish, or all three.
Websites, documents, brochures, conference materials, programs, scripts, subtitles, etc.
:30 spots / TV shows / Infomercials
Web / Social Media / Digital
Movie & TV scripts
Latino Market Consultant
With 15 years of creative experience in top NYC Hispanic agencies, I've learned first hand what works, what doesn't and why. I'll show you how to avoid the pitfalls of bad translations, adaptations, confusing creative ideas and overly-eager-to-please account execs which are costing corporations millions of dollars per year.
CAMPAIGN ANALYSIS / FIX
As your Hispanic marketing consultant, I review existing campaigns and identify mistakes before they hit the air. I work on a per/project basis or on retainer, becoming your 'go to' person for the small and large questions and problems.
I'm not an agency but I will teach you how to effectively communicate with your Hispanic agency and it's creative team in order to maximize the effectiveness of your campaigns.
Who to ask
What to expect
How to talk to the creatives
How to talk to account execs
Debriefing the brief
Learning to trust
When to move forward and when to step aside.
The Abuela factor and how to use it correctly.
All about guerrilla marketing and why it still works.
Social Media en Español
The 2012 Pew Research Center released the results of their social media usage survey. Again, Latinos were found to use social networking sites 72% more than their white and black counterparts. With the median age of Hispanics being around 28, as the young 'Spanglish-speaking' uber-digital Latinos come of age, these numbers will only increase.
There are two basic groups in this arena, the young Latinos who are tech-saavy and digitally acculturated and the slightly older more traditional audience who dabble cautiously online. Targeting both is crucial to the success or failure of your digital campaign. I'll show you which is which, and help you create content that informs, entertains and keeps them both engaged.
When you need to say more
When less is best
Why funny works
Why words like 'Data' never translate well.
When online Spanglish goes a wry.
What you write about is important as how you write it. Although tempting, boasting about your brand is not always the right way to go. Often, creating non-related content with a connection to your brand is refreshing and can get those 'share' buttons clicking towards brand recognition and more sales.
Memes creates real ads in Spanish that actually makes sense to Latinos. No translating from English creative. No adapting from general market.
I'm a writer/producer specializing in Hispanic and digital advertising & marketing with a unique 'insiders' approach that will challenge everything you thought you knew about the industry. It's like a crash course in Hispanic Advertising for the non-Spanish speaker… and some Spanish speakers too.
I'll teach you:
1. Why so many Spanish language ads are virtually incomprehensible.
2. How to fix them.
3. How to NOT alienate and PISS OFF the Latino market with your commercials.
4. Communication skills that will help you get the best work out of your Hispanic agency.
5. How to 'spot and stop' the creative killers.
6. How to ask the right questions; when to step aside and when to lean in.
7. Why your Hispanic marketing 'expert' might the reason your ads are so bad.
Call or shoot me an email for a free 30 minute evaluation of your Hispanic creative and learn how to take charge of your Hispanic advertising… even if you don't speak Spanish!