Axis - Culture Magazine - Winter 2013

7/29/2019 Axis - Culture Magazine - Winter 2013

1/18

CULTURESPECIAL EDITION WINTER 2013

AwAkening

of HispAnic

voters& theirinfluence on

swing states

wHAt

MArketers

cAn LeArn

From the

recent

Presidential

election

the

faceof the

electorate

tHe obAMA

coALition

ceLebritypower

& presidential

elections

in political

campaigns

the role of

sociAL

MeDiA


2/18

Armando Aarloa

President

The Axis Agency

The Hispanic Vote in 2012 and Beyond

The growing minority vote played an unmistakable role in the U.S. presidential election.

Minorities national share of the vote, exponentially rising eligible voters, and key-state

vote differentials all lead to a clear point ethnic voters will continue to play an integral

role in national elections. And Hispanics, in particular, are an ever-important part of the

electorate that cant be ignored.

For years, campaign strategists have underscored the importance of engaging

Hispanics. This past November, more than 11 million Hispanics voted in the presidential

election 10% of the national electorate. Just as whites share of the vote is decliningeach election, Hispanics share is growing. Hispanics are the fastest growing minority

in the U.S., estimated to grow to 132 million by 2050, making up 30% of the countrys

population. There are currently 24 million Hispanics eligible to vote, a 7.6 million-person

increase since 2004, with 50,000 Hispanics turning 18 every month.

That helps explain why 1.3 million more Hispanics voted in November than in 2008 while

national overall turnout declined signicantly. Moreover, from 2008 to 2012 the number

of Hispanics who voted increased by more than 11%. And Hispanics take civic duties

seriously, reliably voting at a high percentage between 46-49% of eligible Hispanics

voted in the last two elections.

Theres a lesson here for anyone who looks at this kind of stuff, like I do. Politicians,

political parties and even marketers will face problems if they dont decide to engage

the Hispanic community. Gov. Romney lost Hispanics by over 40 points fueling President

Obamas reelection. Given the current trajectory, no one will be able to be elected to

national ofce without the support of Hispanic voters.

And marketers who dont see the parallels will also lose the opportunity to build their

brand and grow market share.

Brands must increase their understanding of their customers as well as demographic

shifts. Increased understanding should be partnered with strong cultural engagement.

Its time for companies to understand the behaviors that drive Hispanics to connect

emotionally with their brands. Brands must identify and hone in on those unique and

powerful cultural insights and triggers. These ultimately will form the foundation of acompelling campaign that will foster consumer desire, loyalty and set you apart from

the competitors.

So ask yourself: would you rather be Romney, or Obama?

At the Corner of Culture


3/18

Whats Inside

Chemistry

Check

16New Faces

for 2016

14Celebrity Power

& PresidentialElections

12

The Obama CoalitionThe Face ofthe Electorate

Awakening of HispanicVoters & Their Infuence

in Swing States

8

4

The Role of Social Mediain Political Campaigns

10

6


4/18

The increasing inuence of Americas traditional minority groups isby no means recent news. Demographers, politicians and political

pundits alike have long known that the American population was

rapidly changing, and that this change would have a profound effect

on the nations political landscape and identity.

But just how large has this change in minority populations been?

And what impact is it expected to have on the American political

There is a profound demographic shift in the

population that is impacting all levels of government, elections,

political parties and alliances.

The Face of

the Electorate

Changing Demographics SignalNew Found Inuence of Minorities

Since the start of the newcentury, minority groups

combined have grown fromrepresenting 31% of thepopulation, to 37% in 2012

scene? The answer to both questions is simple: Theres

been a profound demographic shift in the population, and

this shift is projected to have a massive impact on all levels

of government, elections, political parties and alliances for

generations to come.

Over the past few decades, America has

experienced a siable shift in its populace, withminorities increasingly accounting for a greater

percentage of the total U.S. population. Since

the start of the new century, minority groups

combined have grown from representing 31%

of the population, to 37% in 2012. While a 6%

increase might not seem like a lot to some,

it is a staggering gure when you consider

that minorities accounted for over 90% of the

aggregate population growth in that short time

period. This population change can only

be described as nothing short of a cultural

and demographic tidal wave.


5/18

If these demographic changes have taught us anything,

it is that the newfound political inuence and sway of

minorities will continue to drive the winds of change in the

American political scene for generations to come. Coming

off the recent election, it is now safe to say that America

has collectively woken up, taken notice of these groups,

and is bracing itself for a fundamentally different political

reality at every level of government and across all four

corners of the country.

A similar shift has also taken place in terms of the

electorate. During that same timeframe, minorities

dramatically increased their share of the electorate and

went from casting 20% of the vote in 2000 to a record

28% of votes in 2012. This explosive growth not only helped

make the difference in traditional electoral college-rich states

with heavy ethnic populations like California and Florida, but

also in key swing states with emerging minority populations

like Nevada and Colorado, that ultimately proved to make

a difference in the 2012 presidential election. A deeper

look at 2012 election results also signaled another shift that

is worth following closely: namely the rising inuence of

women and young voters, as well as minorities increasingly

overwhelming support for the Democratic Party, and their

growing support of political candidates-of-color that are

helping to change the racial make-up of Federal, State and

Local political ofces.

Asian

Hispanic

AfricanAmerican

Other

White 69% 63% -9%

+31%

+25%

+50%

2000 2012

0%12% 12%

13% 17%

4% 5%

2% 3%

Asian

Hispanic

AfricanAmerican

Other

White 79% 72% -9%

+100%

+50%

+100%

2000 2012

0%13% 13%

5% 10%

2% 3%

1% 2%

U.S. Population by Race: 2000 vs. 2012

U.S. Elections: Vote by Race: 2000 vs. 2012

Sources:CNN, 2012 National Election Results: Vote by RacePew Research Center tabulations from the Current Population Survey, 1988-2008

US Census, 2000 & 2011/2012


6/18

According to the Pew Research Center, nationally, non-white voters comprised 28% of all voters in November, up

from 26% in 2008. Though this may be seen as a slight

increase, President Barack Obama needed every bit of it.

His share of those non-white voters, 80%, was the same as

it was four years ago, Pew indicated. Post-election analysis

shows that he needed this because his share of white

voters dropped to 39% in November, from 43% in 2008.

Clearly, the sheer increase in the number of voters of color

in the highly contested states battleground states like

Ohio and Florida was critical to the Obama campaign.

According to Pew, African-Americans were 15% of theOhio electorate, up from 11% in 2008. In Florida, Hispanics

represented 17% of the vote in November, up from 14%

four years ago.

The fastest growing segment of the non-white population,

Hispanics, was especially important to the presidents

victory. He earned nearly 75% of their vote, compared with

67% in 2008. Meanwhile, black voters remained constant

in their support at about 94%. The president won support

from Asian voters by a 74-to-25% margin, up sharply from

the 27-point advantage four years ago, according to Pew.

So how did the Obama campaign take advantage of this

growing change in the electorate? How could he do so

well among these voters despite the fact that joblessness

continues to place a disproportionately heavy burden on

Hispanic and African American communities?

Surely, key policy positions on immigration, health care,

education, taxes and more were inuential at the ballot

box. However, other factors likely fueled the presidents

support among non-white voters. And marketers, whoare as affected by the rapidly changing face of America as

politicians are, ought to take note on these factors:

MESSAGES AND TONE

The Obama campaigns Forward theme spoke to the

possibilities of the future, and multicultural audiences

which skew younger than the general population readily

welcome the challenges and opportunities that lie ahead

of them rather than perceived problems of the past. They

know that the future includes even brighter days for them,

based on their rising levels of education and discretionary

income. While that message of an inclusive future wasimportant, it was also expressed with a welcoming tone

of respect for the unique needs and desires of people of

all cultures, faiths, sexual orientation, and ideologies.

SOCIAL MEDIA AS A CRUCIAL MOBILIzATION FACTOR

As it did in the presidents 2008 campaign, social media

proved to be a critical means of sharing news, platform

messages and get-out-the-vote information as quickly as

possible. Hispanics and African Americans are particularly

heavy social media consumers, so friend-to-friend

information exchange on laptops, smartphones and

tablets was a daily part of their election decisions.

According to Census data, people of color now comprise

37% of the countrys more than 311 million people. Last

year, for the rst time, more than half of the babies born

in the U.S. were from racial and ethnic minorities. So, in a

highly competitive marketplace lled with choice, brands

must always check the messages and channels they use

to win the endorsement of the multicultural consumer. By

doing so, they can successfully ride the wave of population

change year after year like the Obama campaigns.

A surge in Americas multicultural population is seen as far back as 1950, according

to the Population Reference Bureau. But now, the increasing browning of the U.S.

is clearer than ever, and is credited as the force that returned the nations rst black

president to the White House. As marketers, we should take note of the rapidly

changing face of America and adapt brand messaging to cater to diverse audiences

The Obama Coalition


7/18

Presidential candidatespolicy positions onimmigration, health care,education, taxes andmore were inuential at

the ballot box, but otherfactors like messaging andtone greatly inuencedyounger voters andmulticultural audiences


8/18

Awakening of Hispanic

Voters & Their Infuence

in Swing States

The Latino voters support for immigration reform and greater access to healthcare,

compounded by the Republican failure to connect with this group was a key factor

contributing to Obamas re-election


9/18

In the 2012 presidential election, the swing states of Ohio,

Florida, Iowa, Nevada, Wisconsin, New Hampshire, Virginia,

North Carolina and Colorado represented 110 of the 270

electoral votes needed for the presidential victory. Swing

states have had the power to determine a candidates fate

and as such are ercely contested territory by presidential

campaigns. Theyre blited with intensity unrivaled in other

areas of the country and although this last election wasno exception, there was, however, a new variable at play

nudging the Blue or Red tilt of the swing the Latino vote.

At 55 million strong, the Latino population comprises the

largest minority group in the U.S. today and represents

more than 10% of the voting public. Most analysts

concluded that the Latino voters support for immigration

reform and greater access to healthcare, compounded by

the Republican failure to connect with this group was a key

factor contributing to Obamas re-election.

A prescient Time Magazine March cover story titledYo Decido (I Decide) underscored the importance of

the Latino vote in the upcoming elections. According to

several polls, including the ImpreMedia-Latino Decisions

poll, President Obama won 75% of Latino voters

nationwide. If it wasnt for that Latino advantage,

Obama would have lost the national popular vote.

What proved to be the decisive factor securing the win

for President Obama was his ability to court and sway the

Latino vote in key swing states, exceeding in most cases

the 75% national average. President Obama secured 87%

of the Latino vote in Colorado, 80% in Nevada, 82% in

Ohio, 66% in Virginia, and 58% in Florida. Even accounting

for the fact that in some of these states the Latino electorate

is still a small percentage of the whole, the close presidential

race just served to emphasie even more the importance

of the Latino vote.

President Obamas lopsided advantage among Latino voters was thewidest gap ever recorded among Latinos in a U.S. presidential election

As the voting U.S. Latino population continues to increase

with 900,000 Latinos each year turning 18 years old, the

days of Latino inuence being concentrated in Florida,

California or Texas has given way to a Latino presence

that is continuously expanding and becoming substantially

more far-reaching and inuential. When talking about Latino

inuence today, in addition to Miami, New York and LA, we

now must mention places like Nashville, Charlotte, Detroit,and Boise, among so many others.

In a Fox Latino post-election article, Clarissa Martine,

director of civic engagement and immigration at the National

council of La Raa (NCLR), the nations largest Hispanic civil

rights group said, Its unequivocally clear now that the road

to the White House goes through Hispanic neighborhoods.

The road to a brands success also goes through Hispanic

neighborhoods, and as marketers, we must ensure that

brands invest in Hispanic marketing to reach this growing,

inuential segment of the population.

55millionstrongthe Latino population

comprises the largest minoritygroup in the U.S. today andrepresents more than 10%of the voting public

At


10/180

The Role of Social Media

in Political Campaigns

How Social Media Helped the Presidential Candidates at the Polls

In this digital era when people use the internet as their main

tool to communicate and stay informed, the presidential

election campaigns took to social media to create

engagement about a variety of issues. Traditional TV and

radio spots were no longer the norm, and the campaigns

worked arduously to capture and keep the attention of

potential voters.

For Republican candidate Mitt Romney, his campaign

ramped up efforts in the days leading up to the election,

with a social media team that grew from 14 staffers in the

primaries, to around 120 people during the presidential

campaign, using social media channels such as Facebook,

Google+, Pinterest and Twitter, as well as smartphone apps

to keep the voters attention.

President Obamas team also kept social media as one of

the top priorities during the presidential campaign. With

a signicantly larger social media presence than Gov.

Romney, Obamas social media team kept busy by posting

information about the candidates position on different

issues, as well as photos, encouraging messages and voter

information. The Obama campaign was very

active on Facebook, Twitter and Tumblr, among other

social media sites.

Quick response and speedyturnaround were key to success

With hashtags and quotes trending almost immediately

following any presidential speeches or campaign events,

there was a much higher need to post and respond quickly

This prompted each campaign to have rapid response

experts in place who not only researched trending topics,

but also helped craft witty and poignant responses to any

number of different issues and messages.

For example, a sharp speech by actor and Romney

supporter, Clint Eastwood, during the Republican National

Convention to an empty chair (pretending that President

Obama was sitting next to Eastwood,) prompted a viral

response about the Invisible Obama from Romney

supporters and groups. The Obama team didnt take long


11/18

to react, however, with an equally witty photo via Twitter,

depicting President Obama sitting in a chair marked the

President. The caption used for this picture was This

seats taken. The social media teams fast response was

widely applauded, and in turn generated an increased

following for the campaign.

Both the Republican and the

Democrat campaigns hired rapidresponse experts who managedthe ow of information onthe social media sites

Facebook fan pages and Twitter accounts from supporting

groups, such as Latinos for Obama, Women for Obama and

Juntos Con Romney gathered millions of followers for

each campaign.

To prove that their campaign was up-to-date with digital

technology, Gov. Romneys digital campaign director, zac

Moffat, spoke widely to prominent media outlets about

the candidates digital effort citing that they believed it was

consistent and up to par with President Obamas digital

campaign in terms of strategy, engagement and advertising.

The Romney campaign team earned more than 12 million

Facebook fans and over 2 million followers on Twitter.

Clint Eastwoods sharp speech during the Republican

Convention (left)prompted a viral response about Invisible

Obama from Romney supporters. But the Obama team quickly

reacted with an equally witty response via Twitter (top).

Even with such large teams of experts, social media also

presented challenges when posts included typos, orinaccurate phrases that could be taken out of context. For

example, a Romney campaign mobile app embarrassingly

misspelled the word America, showing instead the

following phrase: For a Better Amercia. This generated a

great deal of conversation from both sides, with Democrats

making fun of the typo, and Republicans playing it down.

On the other hand, when President Obama commented

in a speech and used the phrase You didnt build that,

Republicans seied on the moment to criticie the president

for not supporting private business. In cases like these, it

is important to have experts in communications and social

media on your side to ensure mistakes are handled in the

fastest and most efcient manner.

APPEALING TO YOUNGER AND DIVERSE AUDIENCES

President Obamas followers skewed younger than Gov.

Romneys, with a majority of fans falling between the ages

of 18-34 while a majority of older fans between ages 35-54

ocked to Gov. Romney. Besides the ofcial Facebook

pages and Twitter accounts for both candidates, their

wives and their vice presidential running mates; additional

However, the Obama campaign overwhelmed its opponentwith its 25 million followers on Twitter, over 30 million

Facebook fans and with many supporting groups across

diverse digital and social media channels that gathered

millions of other followers.

The increasing power of social media is something that

marketers cant ignore. Having a social media rapid

response team in place for marketing campaigns is key to

managing the overwhelming ow of information that social

media sites can generate. Only with a carefully planned

communications strategy for each specic brand, can we

provide our clients with the most successful way to address

social media and engage with our audiences.


12/182

Celebrity Power &

Presidential Elections

The power of celebrities goes beyond the screen or the stage. Fans follow their

favorite celebrities whereabouts and doings, and these celebrities have become

powerful inuencers because of it. Multicultural marketers have taken this into

consideration when ideating campaigns and nding a suitable celebrity

to endorse their brands. Yet celebrities inuence and power have also played

an important role in the recent presidential elections


13/18

From hosting lavish fundraising events in their homes, to

appearing in public videos and performing at presidential

rallies, celebrities have increasingly invested time and money

to inuence their followers, and ultimately, the voters.

However, publicly supporting a specic candidate can be

a double-edged sword. Fans could feel betrayed and

ultimately stop following or even boycott their favorite star

for showing open support to a candidate who goes against

their own political views.

In the last presidential election, a number of key Hispanic

and African American celebrities played important and

prominent roles in the campaigns.

EVA LONGORIA

The Desperate Housewives star was named one of

President Obamas national co-chairs in 2012. Longoria

starred in a viral video directed to Latino voters, where she

cited President Obamas efforts to support small businesses

in the Hispanic community and promote immigration reform.

However, Longorias open support for Obama didnt go well

with her conservative fans, especially after she retweeted a

message calling Gov. Romney a racist and questioning

why any woman or minority would vote for him. Latino

conservative groups like the Caf con Leche Republicans

and The Latino Coalition demanded an apology from

Longoria. She later apologied and tweeted that she had

never personally called any conservative women stupid.

I think you are all beautiful and strong and smart!

Additional Latino and African American celebrities who

voiced their support for Obama during the presidential

elections included actressRosie Perez, who appeared on

a YouTube video mocking Gov. Romney; singersBeyonc

Knowles andJay-Z, who hosted fundraising events and

actively campaigned for President Obama; as well as other

major African American and Hispanic celebrities such as

Jennifer Lopez, Oprah Winfrey, Salma Hayek,Halle

Berry, Selena Gomez, Tyler Perryand George Lopez.

PAUL RODRIGUEz

Comedian Paul Rodrigue was one of the Latino celebrities

who openly supported Gov. Romney. He appeared on

a Latino-targeted ad for Gov. Romney, expressing his

disappointment over President Obama and citing thathe believed that Romney would be better than Obama

at handling the economy, which, he said, would benet

Latinos. After being a lifelong Democrat and voting for

Obama in 2008, Rodrigue, who was born in Mexico to

farmer parents, expressed his distaste for the Obama

administration, when they ignored his pleas and

the San Joaquin Valley farmers requests to reopen the

much needed water supply for their crops. The San Joaquin

water supply was cut after minnows were classied an

endangered species.

Additional Hispanic and African American celebrities who

endorsed Gov. Romney included African American actress

Stacey Dash, best known for her memorable role as Alicia

Silverstones sidekick during the 1995 teen lm Clueless.

She received angry fan tweets when she openly expressed

her support for Gov. Romney, but answered back asking

them to respect her political views and choices. Other

Romney supporters included actorsAndy Garcia andErik

Estrada; Mexican American actor and soap starEduardo

Verasteguiand urban Latin music artist,Daddy Yankee.

The power of celebrities can help sway their devoted fans

political views. The same goes with brands and marketers.

Finding the right celebrity for your campaign is criticalin an era where a successful celebrity partnership can

increase product sales, and where an unforeseen or not

well researched celebrity scandal can completely destroy

the cleverest marketing campaign. As marketers, we

should learn from the recent presidential campaign celebrity

endorsements and apply these learnings to the way we

pair celebrities with different brands, to appeal to

multicultural audiences.

When a celebrity endorses a person running for ofce,it is, in a sense, a form of branding The brand name isthe celebs name attached to the ticket.

Lawrence Pitilli, Associate Professor of Speech at St. Johns University


14/184

New Faces for 2016

As we embrace the results of the recent presidential elections, we should keep inmind the inuence of U.S. Hispanics in national politics, and the role they will

play in the 2016 elections

Could our next president be Hispanic?

REPUBLICANS

Governor Susana Martinez (R)

Being elected as the Governor of New Mexico made her the rst female

Governor of that state, as well as the rst Latina Governor in U.S. history.

Martine, who is Mexican American, was named Hispanic Business

Magaines Woman of the Year for her extraordinary work as Governor.

Senator Marco Rubio (R)Floridas Cuban American Senator Marco Rubio was elected in 2011.

Prior to being elected to the U.S. Senate, Rubio was the rst Hispanic

to become Speaker of the Florida House of Representatives.

Governor Brian Sandoval (R)

Brian Sandoval is the Governor of Nevada. One of his many accomplishments

was to become the states rst Hispanic federal judge, as well as the rst

Hispanic candidate ever elected to statewide ofce in Nevada. His family is

originally from Mexico.

George P. Bush (R)

The eldest son of former Florida Governor Jeb Bush and nephew of

former President George W. Bush, George P. Bush is an attorney and a

commissioned ofcer in the U.S. Naval Reserves. The son of a Mexican

American mother, he recently declared himself a candidate for ofce in

Texas. Many expect him to go into national politics following the path

of his uncle and grandfather.


15/18

DEMOCRATS

Senator Bob Menendez (D)A member of the Democrat leadership in the U.S. Senate, Bob Menende

is a U.S. Senator from the state of New Jersey. Born to Cuban immigrants,

Senator Menende has made a name for himself in helping reform the

countrys intelligence, security and public health systems.

Mayor Antonio Villarraigosa (D)

The Mayor of Los Angeles, Antonio Villarraigosa is the third Mexican

American to run the City of Los Angeles in over 130 years.

A national political gure, he served as a chairman of the 2012 Democratic

National Convention and previously was national co-chairman of HillaryClintons 2008 presidential campaign.

Mayor Julin Castro (D)

Serving as the Mayor of San Antonio, Julin Castro was the rst Hispanic

keynote speaker ever at the 2012 Democratic National Convention.

Castro is also the fth Latino mayor in the history of San Antonio.

Congressman Xavier Becerra (D)

Xavier Becerra serves as the U.S. Representative for Californias 31st

congressional district. As a member of the Democrat leadership in the

House, Becerra, a Mexican American, is a leading voice on Hispanic

issues such as immigration, healthcare and education.


16/186

Cold Monday morning, 10 am to be precise. Were at the

clients headquarters. Big conference room, expensive

oak table, 10 suits fumbling with their pens, their moleskin

notepads right in front of them.

The boss clears his throat, looks ercely at us and says,

Thank you for joining us. As you may or may not know,

were seeking an agency of record and are in the process

of screening select shops for a productive and long lasting

partnership. This particular stage is what some folks call the

chemistry check. But, let me make a very important point

here. Im not looking for affable or polite. Im not looking for

Yes, Sir. And Im most denitely not looking for reactive

mouse pushers. I want guts, because I want glory. Our rst

dive into the multicultural marketplace cant and wont be

a coy one. We wont ask consumers to dance with us in a

cowardly manner. We wont be hesitant, and we wont ip

op. With that said, I would like to open the conversation

and hear your thoughts on how you see our products tting

in with Hispanics and African Americans.

Long pause. My turn to speak. Thank you for that bold and

honest introduction, Jim. Were pleased to be here. Now,

let me tell you how we see it. We believe that theres a lot

to learn from the past election. The American demographic

has changed considerably. Point being, minorities were key

in deciding who would lead us. Thats because someone

was talking to them and telling them something they cared

about. Although the narrative was inclusive of all Americans,

the messaging was tailored to each group and formed a

dialogue not a monologue. You want to be Romneyor do you want to be Obama, I asked?

I continnued, Our philosophy is shaped by engagement.

We dont just do advertising, social, digital or PR. We look

for cultural movements that are shaping the way we live and

align brands with that bigger picture, inspiring audiences.

We create cultural engagements that go beyond

campaigns, promotions or announcements. We work our

butts off on a daily basis, and if we dont agree with what

you want, we will tell you what you need.

Jim rubs his hands vigorously. Theres a long silence.

I dont know if hes warming his hands or if hes getting

ready to make some earth shattering point.

He says, You certainly grabbed my interest when you

said culturalengagements. Keep talking, please. I smile

politely. You see, the work we do has no special formulas,

and its mostly based on common sense. We go beyond

impressions, and we focus on creating relationships.

We go beyond branded storytelling and explore digital

story sharing. But we dont just engage. We mobilie.

And we are 100% certain that we can partner with your

brand and pursue this big opportunity. The opportunity to

drive inspiration, ensure trust, earn advocacy and

deliver scalability.

Jim taps the oak table. He stands up a wave of energy

exudes from his body. Thanks, folks, for meeting with

us. We will evaluate your capabilities and let you know

the outcome of our search. In the meantime, if youre not

opposed to this idea, Id like to take you to lunch. Theres a

great restaurant across the street.

When he heads to the front door, Jim taps my shoulder

and whispers You had me at cultural engagements.

ChemistryCheck


17/18

CONTACT

Armando Aarloa

President

The Axis Agency

8687 Melrose Ave., 9th Fl.

Los Angeles, CA 90069

[email protected]


18/18

Los Angeles Miami New York Chicago Dallas

www.theaxisagency.com

facebook.com/TheAxisAgency twitter.com/culturemovement

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