When you consider the future of the ad industry, demographics are destiny.
“Clients will have to be more diverse with the growth of the Hispanic population,” says Daisy Expósito-Ulla, CEO of d expósito & Partners, in an interview with Beet.TV.
Expósito-Ulla helped put Hispanic advertising on the map as CEO of Y&R’s The Bravo Group, which she left in 2004 after 23 years. (She joined as a creative director.)
“[It] gave me the platform to really evolve how Hispanic advertising was being practiced,” she says, noting that The Bravo Group worked with huge brands like AT&T, Kraft and Pfizer. “I was able to evangelize and prove that we could take this division just from adapting stuff from English to Spanish to really developing strategic work.”
In the course of her tenure, she says there was a shift on both the client side and internally at Y&R to recognize that the Hispanic market represented a big growth opportunity, and now multi-cultural advertising is “mandatory,” she says.
She started her own agency after leaving Y&R and observes that she faced personal challenges at the time, like her father’s Alzheimers diagnosis. She was able to channel her feelings into work when she pitched the AARP business.
“Part of what got me the business is that I really understood the people I was engaging with,” she says. “In doing so I was also able to pioneer this 50+ segment in the Hispanic market.”
This segment is part of Beet.TV’s “Media Revolutionaries,” a 50-part series of interviews with key innovators and leaders in the media, technology and advertising industries, sponsored by Xaxis and AOL. Xaxis is a unit of WPP.
Expósito–Ulla was interviewed for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital.