ON SALE NOW

AMERICA’S BUSINESS GROWTH ENGINE

Hispanic Market Power by Isaac Mizrahi is a must-read overview of the various forces at play in the Hispanic market, from cultural identity to trends and business opportunities.

THIS IS WHAT YOU’VE BEEN LOOKING FOR

If you are not investing in multicultural marketing, you’re not investing in marketing.

The US Hispanic segment represents the most prominent demographic growth in the country, and a huge and untapped business opportunity for companies willing to move away from preconceived notions and market effectively to Hispanic customers. This book shows you how.

Now more than ever, corporations operating in the US should see the Hispanic population at the core of their existing and future strategies, but many leaders believe Hispanic marketing is the same marketing you run for Anglos but translated into Spanish, or that all Hispanics are undocumented immigrants with no purchasing power, or that using Mariachis in their communications is the way to connect with this diverse segment. It’s time for a modern approach, and in this book, Isaac Mizrahi, one of the country’s leading voices in multicultural marketing, uses his unique experience as a corporate executive, agency CEO, and industry leader to help businesses grow by leveraging the booming Hispanic consumer segment to drive sales.

Filled with straightforward talk, illustrative case studies, and pragmatic suggestions and recommendations, this book counterbalances academic books on the topic with little connection to day-to-day reality and other books with a more political standpoint. This is a business book created by a marketer for other marketers and business leaders looking to succeed in the US.

“I hope that marketers and business leaders across America start thinking about the answers to this question: What is my Hispanic business strategy? Because the time to start thinking about these answers was "yesterday".

— Isaac Mizrahi, Hispanic Market Power Author

Isaac Mizrahi Author

Hispanic Market Power

A sneak peek at the topics we tackle.

A diverse culture that needs to be acknowledged and invested in.

Multicultural Market Experts Recommend: Unlearn Your Biases

Multicultural Consumers & Millennials Ready to Fuel the Next Cycle of Brand Growth

Six Ways CMOs Can Bring Equality To Their Multicultural Agencies

Time To Add Hispanic Marketing To Your Shopping Cart

Meet Isaac Mizrahi

Olá, I’m Isaac

August 12th, 2021 was an important day. That's when the U.S. Census Bureau released the first official data from the 2020 Census. For the first time, it confirmed what some experts had predicted: that the absolute number of the White Caucasian population in this country is declining for the first time.

I decided to write this book with three main intentions in mind. First, I want to help corporations grow their businesses by tapping into the power of the Hispanic segment. Second, I hope my experience can inspire the current and the next generations of marketers in this country, making this multicultural specialization not only better understood, but also more in demand for years to come. Finally, and extremely important to me, I want to convey a positive message around the idea of diversity.

Isaac Mizrahi is a world class, award winning marketing executive who spent his 30+ years career working with brands such as BAT, Coca-Cola, BellSouth, Nextel and Sprint, in several different functions covering multiple geographies.

Isaac has been a speaker in several multicultural marketing conferences and has been featured in The New York Times, San Francisco Chronicle, PBS, Ad Age, AdWeek and other industry publications. In 2006 he was recognized as U.S. Hispanic Marketer of the Year by Ad Week’s “Marketing y Medios” for his work at Sprint-Nextel. In 2021 he was recognized by AdWeek as one of the top 50 Marketing executives of the country.

Over the past decade he has transitioned from the client side of the business to the agency side, as the CEO of alma advertising, a leading multicultural strategy and advertising agency, working with corporations like McDonald’s, PepsiCo, Molson Coors, CVS Health, Lilly, Google, Intuit among others.

Besides his day work, Isaac also served on the board of the Hispanic Marketing Council, the organization that represents our industry and has a monthly online column on Forbes.com where he writes about Multicultural Marketing in America for thousands of readers.

He was born in Rio de Janeiro Brazil, immigrated to the U.S. in 1999, and lives in the beautiful Miami with his wife, his two sons, and his dog Ollie.

  • I believe it’s time to evolve, to embrace the idea that diversity (of people, of races, of religions, of backgrounds, of genres, of ideas, you name it!) is what makes us better, and that by incorporating new and different ideas and traditions we progress towards a better future.

    Hispanic Market Power by Isaac Mizrahi

  • I believe that a new wave of business opportunities will be created in the next few years for multicultural marketing experts. We will move beyond regional market strategies, to leading our industry in assessing the process of the ‘mutual influence’ of cultures, by helping Corporate America understand the consequences and opportunities associated with it.

    Hispanic Market Power by Isaac Mizrahi

  • 100% of the country's population growth during the past decade came from minority ethnic populations.

    Hispanic Market Power by Isaac Mizrahi

  • While Behavioral Segmentation models are an important part of strategic marketing, I believe ignoring or reducing the importance of culture-based segmentation is a big mistake CMOs can no longer afford to make.

    Hispanic Market Power by Isaac Mizrahi

Don’t snooze on the multicultural market.

For many years, the marketing industry has been talking about seizing the sizable and substantial growth opportunity represented by multicultural marketing. It has been a wakeup alarm that keeps ringing, yet too many in the industry seem to keep hitting the snooze button.

Here’s what business experts are saying about Hispanic Market Power

 
“At McDonald's, we are committed to feeding and fostering the Hispanic community, and Isaac Mizrahi's book captures the essence of why and how marketers should invest in this segment. I am proud to call Isaac and his alma team partners in the journey of ensuring the Hispanic community feels seen, supported and empowered.”

– Morgan Flatley, EVP, Global Marketing Officer, McDonald’s

 
“When it comes to an understanding of how the Hispanic segment can drive business growth to brands and corporations, there are few experts like Isaac Mizrahi. His experience is vast and rich, and his perspective, combining many years on the corporate and ad agency sides, provides an insightful reading experience. This is a must-read book.”

– Antonio Lucio, Founder & Principal 5s Diversity

 
“A must-read, Isaac Mizrahi uses his decades of experience leading business growth by connecting the U.S. Hispanic segment with clear, direct, and insightful ideas on how corporations should think about doing business in America in this era of enhanced population diversity.”

– Marcelo Claure, Chairman & CEO Claure Capital. Former CEO SoftBank Group Int'l. 

 
“I’ve proudly lived side by side with Isaac through every word, every page, every article of this invaluable book, as I’ve witnessed his journey to become one of the premiere Hispanic Marketing experts in the nation. His “growth engine” can now be yours and I can assure you it will be empowering!”

– Luis Miguel Messianu, Founder & Chairman, Alma Advertising. McDonald’s Global Chief Creative Officer, DDB Worldwide

As the country’s demographic profile changes, the Hispanic consumer segment has gained significant importance as a business growth driver. Despite this demographic trend, few marketers fully understand how to connect with the segment and still fail to build effective market plans that can provide sustainable growth for their businesses.

In this book, Isaac Mizrahi, one of the country’s most successful and respected multicultural marketing leaders, shares his experiences, leveraging three decades of work experience and a unique perspective of working on the corporate side and also as an advisor and strategic and creative consultant at the ad agency side. This book is a must-read for anyone interested in succeeding in business in America now and for decades to come. 

Isaac Mizrahi is a world-class, award-winning CEO with unique experience ranging from working at the corporate side and as an ad agency leader and consultant for the most significant and more relevant brands in the U.S. Born in Latin America, thought leader and industry champion, speaker at conferences and the press, and considered one of the country’s most relevant voices for multicultural marketing and DE&I.

An array of case studies by Fortune 100 brands.

LEARN THE INS AND OUTS OF WHAT IT TAKES TO SUCCESSFULLY REACH THE HISPANIC MARKET

  • Sprint

  • McDonald’s

  • Pepsi

  • Coors Light

  • Trulicity

  • Cheetos

  • Desert Botanical Garden

  • Kia

  • Prudential Financial

  • Procter & Gamble

“I hope that business leaders understand that the key to their future growth depends on developing and implementing consistent Hispanic marketing programs based on genuine culturally relevant insights in partnership with seasoned and authentic subject matter experts.”

Your Questions, Answered

  • The book was released on May 3rd, 2023 and it’s available now for purchase.

  • Absolutely. It will likely be an intimate event held in Miami. Sign up to our newsletter and follow us on Instagram to stay on top of our latest updates.

  • Yes. There will be a book tour and we will be posting dates for book signing events on the website and on our social media channels. Sign up to our newsletter to stay on top of our latest updates.

  • You may reach out to Isaac at hispanicmarketpower@gmail.com to schedule an interview. Thank you for your support in helping us raise awareness of the Hispanic Market Power.

 

Subscribe to our newsletter.

Subscribe to our newsletter.

Follow our journey @hispanicmarketpower

Today, I received this picture from my @pepsico colleagues, who’re distributing copies of my book “Hispanic Market Power”, as part of their Hispanic Business workshops with their business partners. That’s precisely the vision
This past Tuesday I had my NYC book signing hosted by CUNY TV. I want to thank my friend, editor of my book and host of the night @chiquicartagena, to all @cuny.tv team members involved in the event, and all friends and industry colleagues who atten
Almost time! #hispanicmarketpower @cunyedu
Please join us for the next UCI “Beyond the Book” Author Series webinar with Isaac Mizrahi, author of "Hispanic Market Power - America's Business Growth Engine", and CEO of Alma Ad Agency, based in Miami, Florida.⁠ ⁠ Isaac will
Hispanic Market Power by Isaac Mizrahi is a must-read overview of the various forces at play in the Hispanic market, from cultural identity to trends and business opportunities.⁠ ⁠ Purchase your book at hispanicmarketpower.com
A big thank you to John Santiago (@johnasantiago) for taking the time to write a review on Amazon! ⁠ ⁠ Your review will undoubtedly help others discover the value and insights within the pages of this book. We appreciate your thoughtful review. Thank
Want to stay ahead of the competition and grow your business? "Hispanic Market Power: America's Business Growth Engine" by Isaac Mizrahi is a must-read. ⁠ ⁠ Gain a deeper understanding of the Hispanic market and learn how to leverage its po
“I greatly appreciated the inclusion of real-world case studies and success stories throughout the book. These practical examples not only reinforced the concepts Isaac presented but also showcased how businesses have effectively engaged with t
Thank you Pete Lerman, Francisco Cardenas, Samantha Nixon and the rest of the Lerma family for opening your doors to host the ‘Hispanic Market Power - America’s Business Growth Engine’ Dallas event. It was an honor and pleasure to c