Why are the two CMDG principals, Daniel Indart and Hank Olguin, highly qualified to create or consult on entertainment content not only for but also about the expanding Hispanic market, estimated to have a spending power of $1.5 trillion?
Daniel was born in Argentina and raised in Venezuela and is fluent in English and expert in Spanish. Hank is a third generation Mexican American, fluent in Spanish and expert in English. Bilingual and bicultural, they have both worked in and served the Hispanic and general markets for more than 30 years, Daniel in music and Hank in advertising/marketing communications. Together they have a complete understanding of the complexity of the Latino entertainment audience and serve as a valuable resource for anyone seeking to reach this lucrative segment.
As a composer/arranger, artist, songwriter, music executive, and publisher, Daniel has built an extensive, diverse, and award-winning Latin music catalog, one of the premier sources of Latin music in the world; won numerous awards; and has countless film, television, advertising, multimedia, e-commerce, gaming, B2B, and record company licensing application credits to his name. Having lived all over Latin America with a family professionally involved in theater and dance, he is fully aware of the existing, rich variety of Latino sub-cultures and has advised clients on productions including related cultural nuances. He graduated Magna Cum Laude with a B.A. in film scoring from the Berklee College of Music.
As a writer and creative director, Hank has written and produced countless advertising vehicles; won numerous advertising awards, including two Clios; has written a book on creativity; has written songs for Sesame Street; and was a leader on the team that put the Coors Brewing Co. on the Hispanic market map—called “One of the most dramatic marketing turnarounds in modern corporate history” by Advertising Age. He too, has advised clients on projects and themes that resonate with the Hispanic market. He is a graduate of the University of California at Berkeley where he was awarded the Sara Huntsman Sturgess Memorial Prize (for outstanding artistic achievement in dramatic art).
They understand the Hispanic market and its growing influence on the general American market and can guide others in how to calculate major market changes and trends.
Hispanics are clearly an important cultural, political, and economic segment of the American landscape, one that can no longer be ignored. In growing numbers, Latinos are becoming English-dominant and want to be included in English-language, mainstream entertainment, news, and programming. Research has shown that young Latinos do not want to necessarily be separately addressed or targeted. They simply want to be included in the larger conversation and seen as a significant part American society with many valuable contributions to offer.
The Hispanic market provides an almost guaranteed body of consumers for the right kinds of programs—and mobile devices provide the perfect delivery vehicles for this lucrative segment. Recent Nielsen research confirms that Hispanics are early adopters and more likely than other Americans to take advantage of emerging technologies. Numbering close to 55 million, extremely youthful (Latino median age: 27—White Americans: 41), and quickly trending toward English-language dominance, a fact that demands innovative, targeted programming.
Daniel’s and Hank’s expertise allows them to create or consult on effective entertainment products for the Hispanic market, but that can also cross over into the mainstream by offering the following services:
- Review screenplays, teleplays, treatments, concepts, and write coverage.
- Evaluate content and deliver a point of view regarding stereotypes, cultural correctness, regional and historical accuracy.
- Consult on music selections and advise on appropriate genres, instrumentation, flavor, and fit with dramatic scenes and settings.
- Assess the use of Spanish, English, Spanglish and related accents, taking into consideration country of origin, levels of acculturation, and US regional differences.
- When necessary, utilize a vast network of creative, professional associates, and strategic alliances from a variety of disciplines, including academic, the arts, business, and production.
- Assist in the research and evaluation process to find potential stories for development from Latino-American histories, journals, novels, news items, and short stories.
- As needed, leverage the ability to quickly connect with associates from all over Latin America.
- Assess content and products in light of past and present attitudes and perceptions of Latinos in the US.
Negative stereotypes and limiting portrayals have for years hindered the image and perceptions of Latinos.
CMDG proposes to inspire depictions and stories that tell the true story of the Latino-American experience. Countless uplifting, intriguing, and humanizing stories of doctors, teachers, historical figures, entrepreneurs, war heroes, and even ordinary people remain untold. The intention is to reveal the whole picture of the largest minority in the country and to share the countless enriching cultural gifts it has to offer.