Consortium to Explore Identity of US Latinos

US media communications agency Starcom MediaVest Group (SMG) is collaborating with Spanish language TV group Telemundo Communications to provide advertisers with a deeper understanding of Latino consumers in the US.

This segment of the community comprises an estimated population of 45 million and has a buying power of more than $860bn.

The pair say that the first phase of their new Latino Identity project will include the assembly of the Beyond Demographics Latino Identity Leadership Consortium, which will work towards building the framework of the study.

Beyond Demographics was launched in 2007 to uncover the communities that exist within each culture and their distinct media preferences and consumption habits. Initially it examined the African American population, and later explored the values and cultural nuances of the Chinese American community.

Commenting on the new project, Telemundo COO Jacqueline Hernandez said: 'Together with SMG, this research project will allow us to gain unique insights into the US Latino consumer - their mindset, what they want, when they want it and how they want it conveyed.'

SMG Multicultural CEO Monica Gadsby added that the study would provide clients with a more accurate depiction of the total-market experience.

Web sites: www.smvgroup.com and www.telemundo.com .