Producing advertising with "¡Sabor!" Fusing the dictums and idiosyncrasies of the Hispanic culture and language with the American way of life enables Hollander / Millar to create campaigns, which fit the cultural context and thinking patterns of the Hispanic/American market. To gain the Hispanic consumers confidence and brand acceptance the message must be relevant and sensitive to cultural nuances.

As a bilingual agency, we fully appreciate the Hispanic customs, traditions and assimilation patterns and how these patterns affect marketing strategy. Speaking to a bi-cultural/bi-lingual consumer means that we must always be sensitive to cultural relevancy and conceive a focused concept that will ignite the Hispanic consumer’s purchase mechanism. What will not work is simply throwing a Spanish word or quick Spanish slogan and calling it culturally relevant. Effective advertising must have stopping power, be relevant and have the ability to endure the test of time.

Marketing research continues to indicate that Hispanics interact with society, yet perceive life and behave differently from non-Hispanics. What this means to us is clear: the underlying cultural differences between Hispanics and non-Hispanics play a very important role in consumer behavior, and this needs to reflect in Hispanic marketing and advertising.

We don't just translate text from English into Spanish. The words may be correct, but the meaning is often totally inadequate and projects the wrong message. Millar / Hollander develops its concepts with the Hispanic culture and language in mind, and when necessary, uses its proprietary method of "TranscreationSM" to transfer an idea or concept from the English language market into the Hispanic language market.