AAF-Rio Grande Valley
Tuesday, May 10, 2016
McAllen Country Club
Director of Marketing Services
Lopez Negrete Communications
As Director of Marketing Services, Ed Cantú is a bit of a hybrid within the agency serving with both the Brand Leadership and Strategic Planning departments. Ed's background focuses on research, account planning, business and strategic development. For the past 25 years, Ed's universe has been the who, what, where, when and why of the U.S. Hispanic market - particularly as seen through the eyes of the Latino consumer. His business building experience and expertise mining deep insights into the U.S. Hispanic market prove time after time to be indispensable to his clients' bottom lines.
Ed was also a journalist in the U.S. Marine Corps. He was a Barbara Jordan Scholar in the Master’s program at the L.B.J. School of Public Affairs at the University of Texas – Austin and received an Alfred P. Sloan Foundation fellowship to attend Harvard’s John F. Kennedy School of Government. And, he’s proud to hold a degree in Political Science from what is now known as the University of Texas-RGV.
On a more personal note, Ed hails from the legendary Rio Grande Valley of Texas. He and his wife of 30 years have a 25-year-old daughter. Along with being a frequent speaker at industry and client conferences, Ed is a strong advocate for education, serving as guest lecturer at institutions such as the University of Texas-Austin, University of Houston, St. Edward’s University, Texas State and Sam Houston State.
BEING LATINO: FINALLY OUR TIME, NO?
The 1980s were designated the “Decade of the Hispanic.” Since the 1990s,
demographers, marketers and politicos across the country have been documenting the
“rapidly changing face of America,” with Hispanics leading a type of Latino Cultural
Revolution. Today, Hispanics account for over 55 million, nearly one in five, of the total
U.S. population. Hispanics are still driving total population growth. We are closing the
education gap, leading technology adoption and cultural fusion, and being embraced by
the mainstream. Today, because our continued growth is organic, coming from those
already here, not immigration, even Donald Trump has to pay attention.
Is it finally our time? Or, are we still just another piece of the Total Market?