High-Profile Names Lend Authenticity to Hispanic Marketing

By: Vasiliki Marapas - Jan 21, 2015
References: adweek & business2community
With the purchasing power of the Hispanic market rapidly growing, brands are becoming increasingly invested in targeting Latino consumers.

One of the most successful methods for reaching out to this expanding market revealed itself in CNET's partnership with Latin World Entertainment, the agency founded by actress Sofia Vergara of Modern Family fame. Including high-profile and celebrated names from the Latino community is a way to bridge a gap between brands and their intended audience. In the case of CNET, the collaboration has resulted in a Spanish technology website that's geared toward younger consumers with advanced tech know-how.

The website is the first launch of many; in the future, the network will explore other Spanish-language opportunities in the realms of entertainment and gaming.