SosaBromleyAguilarNoble&Associates
"Startling, Innovative Ideas"
The merger with Noble & Associates brought a new member to the executive board of the firm. Dan Nance, a Chicago-native who had been general manager at Noble, became the executive vice president, focusing on client services (9). Fluent in Spanish, Nance had specialized in Hispanic marketing and traveled Mexico in doing so.
The Sosa agency developed a method and copyrighted it--segmenting the Hispanic, Spanish-language market into acculturation influence groups. This seeks to identify the comfort level Latinos feel with English and Spanish, being bilingual individuals in an English-dominated country.
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Acculturation
Influence Groups
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Identify the comfort level of bilingual Hispanics in
both languages
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Determine the number of Hispanics who are bilingual,
or who speak English or Spanish
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Determine the number of people who will respond better
to the Spanish-language commercials
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Create and modify advertising depending on the region
in which it is used
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"The agency was already known for raising the level of Hispanic marketing and advertising in the US via its knock out creative work based on research and marketing principles."
American Airlines
Levi's
Anheuser-Busch
Burger King
Coca-Cola USA
Disney's Buena Vista Home Videos
Western Union
23 Procter and Gamble Brands
At this point in time, Sosa extended himself to take over his responsibilities with DMB&B/Americas, focusing on consumers in Latin America.
