How to market to Hispanics (step 1: no piñatas)

Deena Montoya-Crawley, an account supervisor at McKee Wallwork Cleveland in Albuquerque, N.M., is tired of the trite advertising aimed at Hispanics. “As a Hispanic, I have seen far too many ads that have focused on blatantly obvious cultural representations like quinceañeras , piñatas , and empanadas,” she wrote for Advertising Age . “My guess is that the advertisers that have used these icons haven’t taken the time to truly understand their target. Instead they have Googled c…