Breaking down walls – not building them: Demolishing The Last Silo: Hispanic Marketing FROM HACom

Breaking down walls – not building them: Demolishing The Last Silo: Hispanic Marketing FROM HACom

Almost a year ago to the day, we made a very public declaration that we were going to lead a charge to break down ‘The Last Silo’. The Hispanic Marketing Silo, to be specific. We made it our mission, to make Anomaly a company that can authentically engage and communicate with everyone in America. Equally. By Giovanni Villamar -Managing Director, AnomalyBreaking down walls – not building them: Demolishing The Last Silo: Hispanic Marketing

January 25, 2017

Almost a year ago to the day, we made a very public declaration that we were going to lead a charge to break down ‘The Last Silo’. The Hispanic Marketing Silo, to be specific. We made it our mission, to make Anomaly a company that can authentically engage and communicate with everyone in America. Equally.

Our mission was lauded by talent who are looking for a fresh approach; and yet criticized by others who are trying to hold onto a system that isn’t representative of today’s culture. We heard the whispers: ‘This will never work’. ‘Other GM agencies have tried to do Hispanic Marketing and all have failed’. ‘Get ready to do translations’. ‘All they did was hire a couple of Hispanic guys’.

We are always guided by our own principles & values and aren’t looking to the industry to confirm that our approach to ‘Hispanic Marketing’ is the right one; however, winning Agency of the Year, with no small part being played by our progressive approach to ‘Hispanic Marketing’, seems like a victory, or at the very least, encouragement to keep on with the cultural mission to reflect the reality of today’s America.

While there is still a lot of work to do, in only a year, we have proven our model to be effective. The final output is what is visible to the public, but behind the scenes is where the real magic happens. As opposed to ‘other agencies who have tried and failed’ the burden of success doesn’t solely fall on my shoulders. Everyone, and I mean everyone, at Anomaly is responsible for ensuring the success of our Last Silo mission. And it starts at the very top with Carl and Jason. Processes have changed. Structures redone. And most critically, everyone is engaged on the demographic, cultural, political, and economic influence the Latino audience is having on this country and our brands.

All of us are always thinking about the opportunity.

But at the core, the reason it works here, is because there is never a predetermined, biased solution. We take an objective look at whether the business challenge honestly requires a ‘Hispanic’ answer. Most of the time, ‘Hispanic’ is part of the answer, but we never have to force it. And other times the answer can be innovation; design; product; or something completely different. With 2nd and 3rd generation Latinos now leading the way, their influence on business rises to the top of any well orchestrated, total plan. Not some silo’d approach. The audience doesn’t behave that way. So why should brands?

We have a lot of great things planned for 2017. You’re going to see a greater expression of our mission. I can’t wait.

Stay tuned.

Giovanni Villamar, Managing Director, Anomaly

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