Lopez-Knowles describes the nuanced way marketers should message to U.S. Hispanics - with a "wink."
As president of Global Hue Latino, Maria Lopez-Knowles is helping build the agency's digital practice. A longtime agency exec with a background in more general consumer marketing at MRM/McCann Worldgroup, Lopez-Knowles brought her own personal experience to building a unit at McCann dedicated to targeting second-gen U.S.-born Hispanics.
She carries on that work at Global Hue, where her "Wink" approach has become something of a mantra. Lopez-Knowles describes the nuanced way marketers should message to U.S. Hispanics - especially those who grew up here - as a wink. It's not just about Spanish translation. Rather, it's understanding the sub-markets within the Hispanic audience and winking to them in a way that tells them a brand recognizes their uniqueness.
"A lot of folks say 'Spanglish' but that's not what this is."
Often, the wink manifests itself as a Spanish action verb nestled in mostly English ad copy, Lopez-Knowles explained during a meeting with ClickZ at the Global Hue offices in lower Manhattan.
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Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
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