We look at trends, both demographic and psychographic. We look at habits. Habits can indicate whether the hispanic population is beginning to acculturate more into the American mainstream. They might dress like the mainstream American teenager, but they could be watching Spanish-language television. It's an interesting challenge to reach them, and part of that challenge will be reaching them bilingually and biculturally.
Family is number one.
I've learned not to let the business be my life, but to let my life be my business. I've learned the importance of living and working by certain core values. Tell me about your relationship with First Union. We started out consulting for them, and now we handle most of their Hispanic market consulting and advertising. I was a personal account holder with First Union before I became a commercial customer, and I must say I like the way they do business.