Synopsis
Juan Faura, the author of PMP's bestselling, The Whole Enchilada: Hispanic Marketing 101, challenges Hispanic-focused marketing and advertising agencies to move to the next level of professionalism. Hispanic Marketing Grows Up:
-- Explores 30 perceptions and realities that affect how you market to Hispanics
-- Explains when and when not to use Spanglish in advertising
-- Identifies 10 future trends that will affect the Hispanic consumer market
Faura says that Hispanic marketers have been held back by focusing on their "Hispanicness" rather than focusing on Hispanics as human beings and using their skills to appeal to the human side of the customer.
Tackling subjects from media use to acculturation, Faura shares insight into Hispanic culture that he gained while doing one-to-one interviews with hundreds of Hispanics in many states, including some not thought of as having significant Hispanic populations, and from many different walks of life.
Faura's conversational style makes this a quick read--one loaded with insights, taken straight from Hispanic consumers' mouths to you.
About the Author
Juan Faura, President and CEO, founded CULTURA LP in 1999. While many in the industry felt that the market could not support another Hispanic advertising agency, Juan knew there was a niche for a forward thinking group who could make a distinct change in the establishment. Within two years, Cultura was one of the fastest growing Hispanic agencies in the country. Now in 2006 Cultura is an established Hispanic agency on the verge of another expansion and its leader shows no signs of slowing down.
Juan has over 15 years experience in advertising, marketing and research, and is a published expert on the Hispanic market, having published the book The Whole Enchilada: Hispanic Marketing 101 as well as numerous articles, columns and opinion pieces on Hispanic marketing. He is also a frequent speaker and lecturer on Hispanic marketing at various conferences and universities. His books and articles are based on insights gained over his career through conversations with over 70, 000 Hispanics across the U.S. and a range of ages, genders, cultural, language and socioeconomic backgrounds. His credentials include positions as the Director of Global Strategy for Cheskin Research and Director of Research for Market Development, Inc. Juan has also served as a consultant on Hispanic marketing for Fortune 100 companies such as Hershey, Pizza Hut, Ortho McNeil, Ford, Neutorgena, Zubi Advertising, J&J, Hormel, Pepsi, Visa, Wells Fargo, Frito-Lay, Labbatt’s (Tecate) and Mercedes Benz among others. He has also worked at a bakery, been a pipe fitter, a mechanic and a paint and body man.
Juan holds a Doctorate of Juris Prudence from Thomas Jefferson School of Law and a certificate in welding and sheet-metal handling from the Urban League in San Diego. He lives in Southlake, Texas with his wife Sara his children Juan, Amanda, and Sebastian and three Boxer dogs Bongo, Memphis, and Lola.
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