NBC Nightly News with Brian Williams
Sergio Alcocer featured in the NBC News series, "We The People."
Interview with Sergio Alcocer in adlatina
Alcocer: "There are those [Hispanic market agencies] that adapt what they are given by general market agencies without questioning anything and those who strive to demonstrate that they are different. We try to find points of contact between the two, to enhance the brand. We work with top-level agencies, such as Crispin, DDB Chicago, BBDO New York and Goodby, to name a few, and we established our place through strategic thinking, so that nobody points at us just like 'these are the guys who speak Spanish'"...
FOX Business Channel
Sergio Alcocer discusses Latino Purchasing Power on the FOX Business Channel.
Interview with Sergio Alcocer in LatinSpots
Alcocer: "All agencies have good people and all of them have good creatives. The difference is that at LatinWorks there is support from the head people to look for new ideas. We believe that creativity in our market is not a luxury or a gimmick but a way of survival. We love what we do and I think we're good at communicating the passion we have for our work to the client."
Interview in adlatina September 2010
"More and more there is less room for the Hispanic expert. We need to be excellent marketers first." This is the diagnosis of Sergio Alcocer, who is noticing increasingly intense competition in the US Hispanic market, which requires agencies to work harder to maintain their place in the segment...
Adweek Article on Hispanic Youth
... "Hispanics are people first and Hispanics second like Americans," notes Sergio Alcocer, president and chief creative officer of Austin, Texas-based agency LatinWorks. "You don't do 'American advertising.' The concept is too vague and does not personalize the communication"...
Interview in adlatina February 2010
... The agency that Alcocer chairs was the most consistent of the U.S. Hispanic market in 2009. As the bell on Wall Street rings to announce bad news, LatinWorks was covered by a shelter that only an oasis of consistency can achieve...
Interview in adlatina 2005
"This market is the future. Period. Those that see it as limited, have no vision. Of course there are challenges and obstacles, but we're not in this because it's easy"... Talking to adlatina.com, LatinWorks president said that "the Hispanic market is the most modern concept in the world." In that regard, "it's a privilege to be here at a moment when history is being defined. We are creating the guidelines of a new culture"...
