Nicholas Segura, chief executive of Hispanic marketing company Segura Marketing & Media Solutions in
Kansas City, Mo., said it has been a challenge for brands to reach Hispanic consumers for two reasons. First,
there is a lack of diversity within agencies, and second, advertising executives tend to be older, as the average
age of Hispanic Americans is 27. “In the last five years, Hispanic spending power has grown by 50 percent, and
businesses ignore that all the time,” he added.
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