Ad agency clicks with Hispanic teen market

The Dallas Morning News: Dallas-based Inspire understands how to target young Hispanic consumers — by connecting through lifestyle and culture, not language. Hispanic teens are bicultural, bilingual 12- to 17-year-old consumers who wield $20 billion in annual spending power. The key is to engage Hispanic teens without alienating the rest of the teen market.

Inspire creative director and co-owner Fernando Sabah-Canto joins his creative staff as they attend concerts, roam shopping malls, hang loose in parks near high schools and spend hours on social networks as they research the consumer group for clients, including McDonald's.

"To understand the consumer, you have to get close to them," Sabah says. "These guys are changing always."

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