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Last Update: Monday September 20, 2021

Key Idea: Give To Those Who Need It

Joe Zubizaretta carries on his Mom's tradition of compassion in the business.

Key Question:


Give to people who can't pay you back.

Q: How do you decide what charities to donate to?

A: There’s nothing wrong with being selfish here. You can pick your own charity. You could make a $1,000 contribution and send notices to 10 of your customers saying you had given a $100 gift in their honor. Often the charity is happy and able to send the notices directly. Another inexpensive but meaningful gift is one that advertises your customer. Bricks on donor walls or plaques on the back of refurbished theater seats are very popular. Also, environmental gifts (A tree has been planted…) are very popular.The holidays are a time of giving and what better way to give than to honor your customer and fill a need at the same time.

Think about it

What kinds of gift giving do you do now? What can you do to make it more meaningful and useful?

Clip from: Zubi Advertising

"Hispanic Business Is Big Business."

Miami:  This story begins back in Cuba in the 1960s, but we pick it up in 1976 when Tere Zubizarreta started an advertising agency that specialized in crafting messages to Hispanic markets. 

She was a very different kind of revolutionary.  Che Guervara would lust to do what Zubi has done.

Today Zubi Advertising is the largest independent buyer of advertising on Univision. Their success is based upon insight that comes from a deep, empathic understanding of people. You will learn that this advertising agency applies science to lights, cameras and plenty of action.  Plus, we look inside Cuba, marriage, and the dynamics of family business.  It is tough stuff.

Zubi Advertising is the largest privately-held, full-service Hispanic agency in the U.S. with offices in Detroit, Los Angeles, Dallas and San Antonio and over 100 employees.   Their work is to champion and empower other people's dreams. And, Tere Zubizarreta did it in rather extraordinary ways. Tere will always be remembered for trying to give the credit for her work to someone else.

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Zubi Advertising

Joe Zubizaretta, CEO

355 Alhambra Cir., 10th Fl.
Coral Gables, FL 33134

Visit our web site:

Office: 305-448-9824

Business Classification:

Year Founded: 1976

Give To Those Who Need It

TERESA: In addition to that, the way that we conduct business--for instance, we don't give clients presents for Christmas. We take the amount of money that we would spend on presents and we do a charitable act in their names, and we send them a letter saying, `Our Christmas gift to you this year is' whatever.

HATTIE: Do you feel pressure to be as good as she is or be as smart as she is?

JOE: Oh. Yeah, I don't think that I or anyone else will ever be as good as my mom is and has been. You know, the pressures that she faced and the challenges that she faced in the '60s and '70s don't exist anymore.

MICHELLE: I can't fill my mom's shoes.

HATTIE: What do you say?

TERESA: When I wake up in the morning, sometimes I say, `Gee, I would love to stay sleeping a little longer.'

HATTIE: But how long do you lie there...

TERESA: And when I'm driving on the expressway, I say, `Gee, Tere, you've come a long way, baby.'

In the Studio

HATTIE: Target your effort because you can't afford to reach the whole world, and you probably don't want to, anyway. Tere says to fine tune your intuition, and when you do, it will work for you better than any spread sheet: Use your intuition to attract the right customers then you'll probably keep them for life. 

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