Video: Luis Fitch
HTML 5 accessible player with share button. This is the player we use on AIGA.org.
Filmed on: October 24, 2008
About this
video
Luis Fitch points out that nearly 50 percent of the
United States population is Hispanic, but there is incredible diversity
among Spanish-speakers and varying degrees of acculturation. UNO’s
FiltrosTM system is a tool for businesses to understand their
market via a set of filters that describe how these audiences see the
world. Fitch gives specific examples from his firm’s branding work, and
warns that if executives continue to ignore the unaccultured audience,
their companies will be missing out on decades worth of brand
impressions and loyalty.
Speaker bio
An esteemed Hispanic creative director, Luis Fitch
has lead award-winning branding efforts for top Fortune 500 companies
including Target, Mervyn’s, Frito-Lay, Nash-Finch Company, Josten’s,
Kimberly-Clark and MTV Latino. His work is profiled in international
design and marketing publications around the world and has been awarded
by the prestigious Peter Glen Special Award for Public Service, and was
featured in Graphic Design USA’s 500th “People to Watch” issue, in 2006. Fitch is a proud member of the Advisory Council on Diversity for AIGA Minnesota.