Victor Parada on Overcoming Brand Hesitation.

In a recent conversation with NBCUniversal's (NBCU) Victor Parada, we found that while NBCU offers a wealth of resources for reaching Hispanic audiences, Victor truly makes a difference.

With nearly 30 years of professional experience in the U.S. Hispanic market, Victor Parada uniquely understands the challenges and opportunities brands face.

His strategic insight and passion for helping brands reach their goals make him an invaluable asset to NBCU's initiatives, particularly in health and wellness. This conversation shed light on his career journey, his perspective on the Hispanic market's evolution, and how NBCU's comprehensive approach is helping brands make meaningful connections with Hispanic audiences.

A Career Built on the Hispanic Market.

Victor's experience in the Hispanic media began in the mid-1990s at Univision. "The Hispanic market has always been central to my work," he reflects. After Univision, he spent 17 years with Discovery Communications, working as an Ad Sales leader in Latin America and then leading Discovery's presence in the US Hispanic advertising market.

At NBCU, Victor's role is centered on business development, focusing on expanding Hispanic engagement, especially in health and wellness.

While NBCU has a robust array of resources, Victor's experience and insights help brands navigate this market effectively. "Technology and data have all contributed to this evolution. However, it's no longer just about language. It's about meaningful, culturally informed connections," he noted, explaining that understanding these deeper cultural nuances has become essential.

Start the Conversation, The Most Important Step.

Recognizing the significant growth potential of the Hispanic market, Victor observed that some brands still approach this audience with a degree of caution. "As we head into 2025, there remains a perception among some brands that engaging the Hispanic market could be complex or challenging," he shared. "Economic indicators show this market as a major source of growth, but certain misconceptions can make it seem more complicated than it is."

Victor addresses these perceptions by helping brands evaluate where they are on their journey and identifying any areas where guidance may be beneficial. "We begin by understanding each brand's unique goals and challenges," Victor said. "Are they prepared to engage the Hispanic market? What opportunities are available to them? Our conversations focus on the client's needs and are media-agnostic, which allows us to build trust and tailor our solutions to their business."

He highlighted that this approach views Hispanic engagement not as an extra consideration but as a valuable growth strategy. "Engaging Hispanic consumers is a core opportunity. Through our data and insights, clients often realize that any initial hesitations stem from straightforward misconceptions to address."

Growth Through Cultural Context, Content, and Channels.

A comprehensive Context, Content, and Channels framework guide NBCU's strategy. Victor explained, "Context is about finding relevant cultural touch points. For example, the FIFA World Cup is massive for Hispanic audiences, so it's a natural place for brands to connect. Content is where we develop authentic messaging, such as docuseries, short-form videos, and influencer partnerships. Finally, Channels allow us to reach the audience across every platform, from Telemundo to Peacock and our various channels."

This culturally defining approach is particularly impactful in health and wellness, an area Victor is passionate about. "In health, we're not just delivering ads. We're addressing cultural and functional barriers to healthcare access. Brands that engage in authentic, educational storytelling resonate deeply with Hispanic audiences." Through NBCU's storytelling capabilities, brands can foster community, reduce stigma around health issues, and create messages that connect rationally and emotionally.

The Right Context with the Right Content.

At 0.2.9., we consistently see in data reports—regardless of health condition—that Hispanics rank among the top three groups, alongside White and African American populations. Unfortunately, in some cases, Hispanics even over-index in certain diseases, underscoring the urgency of targeted health outreach.

‍

Recognizing this need, NBCU leverages extensive data resources to address skepticism from brands that may hesitate to invest in Hispanic outreach.

"Data is everything," Victor explained. "NBCU collects vast amounts of first-party data across platforms like Telemundo, Fandango, and our theme parks. Combined with our partners' data, we use these insights to show brands how substantial the Hispanic market is and to tailor campaigns precisely."

‍

However, Victor observed that data alone isn't always enough to capture brands' attention. "Some clients are surprised when they see the weight of Hispanic market data, while others push it to 'next year's strategy.' It can take time, but once they see the potential, they realize they've been leaving millions on the table."

Victor acknowledged that while it can take time, once clients see the potential, they often recognize the untapped opportunities they may have missed. He explained that reaching this point sometimes involves addressing established perceptions, like the notion that engaging the Hispanic market might be risky or too complex. "It's one of the primary challenges I encounter, but once we work through it together, the opportunity truly becomes evident."

Long-Term Investment in the Hispanic Market.

Victor has observed that frequent personnel changes or a lack of sustained commitment can sometimes make it challenging for brands to maintain continuity in their Hispanic engagement efforts. "Frequently, a dedicated advocate within a brand will lead the charge for Hispanic engagement, but when that person departs, the initiative often needs to gain momentum, and the initial investment may not deliver its intended value. "To build loyalty, brands need to view Hispanic engagement as more than a one-time effort." He further emphasized that support from leadership is crucial for achieving sustainable impact.

Reflecting on the future, Victor is optimistic. "The Hispanic market will only continue to grow, and brands that build authentic, long-term relationships are positioning themselves for sustained success. Short-term campaigns can build awareness, but sustained engagement fosters trust and loyalty—especially in health and wellness, where consistency can lead to real, positive outcomes."

For all of us at 0.2.9., we firmly believe that when Hispanics receive information that resonates in language and culture, the impact extends far beyond the individual.

Word of mouth becomes a powerful force, as each person naturally becomes an advocate within their family and community. For this reason, maintaining an ongoing relationship with the Hispanic community—using efficient touchpoints rather than relying solely on large campaigns—can effectively support a brand's growth. These consistent, culturally relevant interactions help build trust and foster lasting connections that benefit the community and the brand.

The Hispanic Market's Growing Economic Power.

As data continues to highlight the growing economic influence of the Hispanic market, Victor sees a significant opportunity for brands willing to look beyond their hesitations. "The economic power of the Hispanic community is undeniable," he explained, "yet it's often overlooked in some cases. For those that engage, there's a solid opportunity to create relevant, lasting connections that yield high ROI."

He pointed out that while Hispanic consumers are incredibly diverse, they share core values that resonate across any effort, particularly in health and wellness. "There's a sense of collectivism, a commitment to family, and a strong desire for representation. Brands considering these values can cut through the noise and build something meaningful."

Culture is the fundamental part of brands that use metrics and understand business.

Victor concluded by sharing the importance of helping brands overcome their beliefs about the Hispanic market. "Many marketers worry about the risk to their careers if a new strategy fails, so they hesitate to invest in something unfamiliar. But I encourage them to see the Hispanic community as career protection—not career risk. This market has immense potential, and there's value in being the person to unlock that for any brand."

As a final thought, Victor stressed that NBCU's approach is about more than selling ads. "The magic happens when we help clients realize that engaging the Hispanic market isn't just about checking a box but real growth. We're here for the long haul, assisting clients in meeting their goals in a way that resonates with the Hispanic community."

From the perspective of 0.2.9., Victor Parada's expertise and deep understanding of the U.S. Hispanic market make him an invaluable partner for any brand seeking meaningful and profitable connections with this growing demographic.

‍

With nearly three decades of experience, Victor can turn a simple conversation into a roadmap for measurable success, highlighting proven strategies to increase ROI while building authentic relationships with Hispanic audiences. Through data-backed insights, he demonstrates that the Hispanic community is not just a viable market but a powerful one, solid and ready for brands genuinely committed to their values and the communities they serve.

Engagingwith Victor is more than just another meeting with a media outlet. It's aninvestment in a strategic partnership. For brands looking to make an impact,starting the conversation with him is a valuable first step.

‍

^{Photo by Sadie Coulter.}

‍