Using Nativity, Not Language to Reach Hispanic Consumers

By Charlene Weisler Jake Beniflah, Head of Insights and Foresights at mitú, is a provocateur in the world of Hispanic media spend. He believes that “companies overall have misallocated as much as $1 billion,” in trying to reach the Hispanic consumer. His work on the impact of nativity (NBV, Nativity-Based View) on TV consumption disputes […]