Dear Client: One of SAMCOM’s recurring themes last week was a focus on Hispanic consumers. And for good reason: We heard this stat no less than three times (and possibly more) over the course of the 1.5-day show: By 2030, 50% of all new LDAs entering the category will be Hispanic (1/3 of them, Mexican). When CMO Benoit Garbe took the stage, he covered several topics, focusing on their overriding “connection and creativity” imperatives. They want to increase relevance with
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