Graham Smith had a fresh take on an article about cross-cultural marketing for Plan Sponsor Magazine. Since different cultures look at retirement goals differently, some financial planners’ standard sales pitches fall on indifferent ears in the Hispanic community.

“There is no way I was going to illustrate this in literally - with a dude in a suit talking to people supposed to look Hispanic. So, I pitched birds talking to llamas instead. Somehow that made sense to me…”