Eclipse launches Hispanic practice; taps MTV vet Habib to lead
Habib's multicultural marketing experience includes previous work with the US Hispanic and African-American markets; she has also worked on campaigns targeting the LGBT and youth segments. Prior to joining Eclipse, she had spent most of her career on the network end, including time at MTV Networks as director of affiliate marketing, but she wanted to experience the agency side of the business, she said to DMNews via e-mail..
"Due to their clients' growing interests in tapping into the huge opportunity in their Hispanic markets, Eclipse had been contemplating launching a division devoted to Hispanic marketing," she wrote. "A friend put me in touch with Margaret Boller, president and founder of Eclipse, and the rest is history."
In the past, Eclipse had created numerous mailers and bill inserts targeted at Hispanics for local cable systems associated with cable operators such as Comcast and Time Warner Cable, Habib explained. However, these were often translated versions of pieces that were originally created in English for the general audience.
"Now, with an experienced bilingual staff in place that is intimately familiar with how to connect with the complex Hispanic consumer, we can partner with our clients to develop cost-effective marketing strategies and materials that really resonate in their local markets," Habib noted.
Habib is bullish on the power of print channels for reaching the Hispanic audience.
"The diversity and fragmented nature of the target audience makes direct mail a perfect tactic to reach the US Hispanic market," she said. "In addition, it allows for detailed information — often presented in English and Spanish — to be shared within a household. "