Santiago Solutions Group

NEWS ARTICLES

Hispanic Woman “Helps to Change the World”

ELENA KENNY
El Nuevo Herald
April 23, 2004

Even after the enlightening facts revealed by the 2000 Census concerning the Hispanic market, some corporations continue to ignore its huge potential, said Daisy Expósito-Ulla, President of The Bravo Group.

For over 25 years, Hispanic marketing has been the daily bread for Expósito-Ulla. Originally from Cuba, she regards herself as from “the second generation” of pioneers in the effort to raise the percentage of advertising directed at Latinos.

“Most of the corporations are investing less than the percentage they should be allocating to the Hispanic market”, said Expósito-Ulla.

The results from the Census Bureau revealed that 35.3 million Hispanics live in the United States, a population larger than that of Canada, and whose purchasing power grows at a rate of 7.5 percent (about $500,000 every year), while the rest of the population grows at a rate of 4.9 percent.

However, large corporations invest about 3 percent of their budget in advertising campaigns directed at Hispanics. Mr. Carlos Santiago, President of The Santiago Solutions Group, recommends that this percentage be increased to 8 percent. The Association of Hispanic Advertising Agencies (AHAA) agrees, adding that corporations can really reap the benefits that the Hispanic market has to offer in terms of growth and brand loyalty when they invest at that higher rate.

Although as compared to “the first few years”, the view now looks a lot clearer, says Expósito-Ulla. Just take a look at The Bravo Group in New York, the Hispanic branch of Young & Rubicam, whose parent company is the London based WPP Group. The annual billings of The Bravo Group, the leader of the Hispanic market with offices in Miami and other parts of the United States, grew 20 percent in 2002 as compared to 2001 ($260 million), and it expects the same rate this year. There are other agencies of the group for which Expósito-Ulla is responsible: the multi-cultural Mosaica, Mendoza-Dillon & Associates and Kang & Lee.

Expósito-Ulla has received much recognition throughout the years for her work. Again, she will be recognized on Monday, April 28. This time she will receive a Matrix Award 2003, in the publicity category, from Women in Communications, Inc. (WICI), of New York. The renowned television hostess, Cristina Saralegui, will introduce her in a meeting-luncheon at the Waldorf-Astoria, given by WICI for “eight women who have changed the world”. Among the 8 women who will be recognized are Cristy A. Ferer, President of Vidicom (in the communications category), who will be presented by the major of New York, Michael R. Bloomberg, and Sheila Nevins, Vice-President of Home Box Office (in the broadcasting category), who will be introduced by the actress Mary Tyler Moore.