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Whose puppet is Liz Garrigan former editor of Nashville Scene.

If your last name is a Rodriguez, Gomez, or Lopez, live in Middle Tennessee or Nashville and if you speak a few words of Spanish you could be a marketing and advertising guru, elected  as board member of an organization, run a Hispanic chamber, publish a half decent newspaper or claim to be the  jack of all trades.  Whose puppet is Liz Garrigan former editor of Nashville Scene. Mee Hobla. You Hobla 2

Indeed most but not all businesses, large or small are constantly searching to find untapped markets and capture and entice new consumers to sell their products or services to.   These new market are; Hispanic, Kurdish, Laotian and a few others in Middle Tennessee.

These companies spend hundreds of thousands of dollars promote their product to these new  buyers.   Large companies such as Nissan, Pepsi, Coke, Wal-Mart and Sam’s Club advertising and marketing budget exceeds one or ten million millions of dollars annually. This budget is the attraction to many of  these self-proclaimed masters of Hispanic advertising and marketing.

Large companies typically have an in-house group of experts and well educated in advertising, marketing and public relations but these individuals may not be so savvy in understanding these newly discovered markets and knowledge that it takes to reach Hispanics or Kurdish consumers culturally.

Hispanic or Kurdish advertising is more than taking the Kurdish or Spanish words and translating them into English.  It requires extensive knowledge of culture, history, localization, lifestyle and at very least understanding both languages professionally.

The key to a successful marketing and advertising campaign reaching the Hispanic market is more than speaking the language because even if you speak Spanish  you lack understating their culture and lifestyle of your target market.  The next crucial and most important part of any advertising campaign would be understanding each local market. Imagine you are targeting Cuban Hispanics to promote your product during a Cinco de Mayo event in Florida.  Or if you are promoting papaya in  El Salvador.

If you look Hispanic, speak a few Spanish words, your last name is Lopez, Rodriguez, Melo, Gomez, Cunza, Gonzales or any other Spanish last name and you have the support and protection of two mediocre lawyers such as Gregg Ramos and John Lamb and a reporter such as P.J Tobia then you can establish your marketing and advertising agency and call it, Hispanic Communications, Hispanic marketing and advertising,  or any other name that contains the word “Hispanic, Latino, Latina, Spanish”.

Many of these individual experts, do even not speak their own native language well, did not have any opportunity to go to school, could hardly read or write while they lived in their native country. Some may have been engaging in evening walks in the dark streets of their city-seeking customers. After all these individuals came to America seeking opportunity… the American dream.  If they were educated and expert in advertising, marketing and public relations they should have stayed in their own country to achieve success.  Additionally not one shirt fits all. A Mexican may not know Argentinean or any other Latin American culture. However they are “ I know it all”.

Because of lack of knowledge and expertise of these individuals that could lead to bankruptcy  prospective clients should ask these individuals to submit their past work and a creative campaign and their vision for them.  That would weed out all except one – Anthony Lucas.

These individuals proclaim themselves advertising and marketing gurus are being protected by former reporter P.J Tobia who used to work for Nashville Scene. They are open to do business regardless of consequences it could bring to their client and their business.  Some of these individuals such as  admitted criminal Yuri Cunza; a close friend of P.J Tobia, Eva Melo who used to run Latino Communications has been fired by their own people or Marcela Gomez taken to court by her client for lack of knowledge and performance and a few other things. These records are filed in Davidson County Court House.

It’s also true that if you are a non-Hispanic with twenty years of experience in Hispanic marketing and advertising, are knowledgeable and respected by other colleagues in the industry then you will be a target to be destroyed by John Lamb, Gregg Ramos, Yuri Cunza and P.J Tobia. One of these individuals is,  Anthony Lucas who has spent over 20 years studding the market and has won numerous awards  and has been recognized and endorsed by a reputable publication such as Nashville Business Journal as the most knowledgeable individual in Spanish language advertising and marketing.

Companies also look for a Hispanic person with some degree of education to offer such individual a position on their board. They presume newly elected or appointed Hispanic board member will be the best source to reach and establish their presence and roots in the Hispanic market. That is absolutely false. Many of these individuals have no ties to the Hispanic community and lack the knowledge to communicate with their own race.

The issue at hand is honesty,  bad advise or recommendation that could destroy the image, standing and financially  taking a company to verge of bankruptcy. However these individual lawyers and P.J Tobia would do whatever to push their friends as gurus in advertising and marketing and would do whatever it takes even lies to tarnish the image of exerts such as Anthony Lucas.


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