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5 Years Later: America Looks Back at the Impact of COVID-19 [REPORT]

The most significant pandemic of our lifetime arrived as the United States was experiencing three major societal trends: a growing divide between partisans of the left and right, decreasing trust in many institutions, and a massive splintering of the information environment.

Slower Retail Sales in January, But the Economy is Still Expanding

Data released by the U.S. Census Bureau shows retail sales slowed in January following a strong holiday season but still rose year over year, National Retail Federation Chief Economist Jack Kleinhenz said.

The 2024 Multicultural Excellence Awards Spotlighted Marketers Who Aided and Lent Visibility to the LGBTQ+ Community

Members of the LGBTQ+ community often face circumstances that, at best, elide them from popular culture, or, at worst subject them to outright violence. Empathetic marketers recognize the injustice of such treatment and at times find opportunities to combat it. The 2024 Multicultural Excellence Awards took notice of such efforts undertaken in the past year and celebrated them.

A special Cupid for Valentine’s Day 2025.

Today we celebrate love and affection. Aside from its romantic undertones, Valentine’s Day — especially in our Latin countries — goes beyond the symbolic red roses to remind us of the incalculable value of friendship and family. To send a BIG HUG to our faithful readers, we’ve gotten a hold of a most enjoyable and fun-filled dialogue between a couple of emblematic ad people who candidly let us peek into their lives. Here, Hall-of-Famer Daisy Expósito-Ulla and her life-and-business partner, award-winning filmmaker Jorge Ulla, talk to the Creative Team from their agency, d expósito & Partners, revealing with humor and vitality some tips about how they met, their staying power and also share an amusing anecdote about two young creatives in need of money. Enjoy the piece. HispanicAd wishes a Happy Valentine’s Day to all our clients — ad and media agencies, TV and Radio stations and networks, Digital, P.R. and Research companies, and trade associations.

Why Super Bowl Ads’ Lack of Emotional Creativity Is No Laughing Matter

Move over Budweiser's cute young Clydesdale. The foal that starred in the beer brand's Super Bowl ad "First Delivery" may have captured viewers' hearts with his heroic, beer-carrying exploits at the Big Game, but it was not the only one-trick pony on the night.

TelevisaUnivision announces U.S. partnership for FIFA Club World Cup 2025

DAZN announced that it has entered into a wide-ranging partnership with TelevisaUnivision for the FIFA Club World Cup 2025 in the United States.

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Latest News

Recaps – From Afterthought to Strategy: Embedding Measurement Throughout the Event Marketing Lifecycle

  The flow to make recaps an integral part of event strategy rather than a final checkbox.  A common pushback I hear about adopting measurement for event marketing isn't about not wanting quantifiable results, but many times [sadly too often] "is it hard?" or "our client's don't really ask for it", or the best one yet: "we'll tackle it when we do the recap". Too often, measurement becomes an afterthought, relegated to post-event recaps while the demands of production and activation consume all the oxygen in the room.  By Marco Lopez, MBA - Experiential & Sponsorship Measurement Expert • Integrated Marketer • Multicultural & Belonging Champion

The Simple Guide to Radio’s Role in Full-Funnel Marketing [REPORT]

In today’s competitive media landscape, radio is often seen as a powerful tool for building awareness. However, it’s so much more than that. Radio can play a critical role at every stage of the marketing funnel, helping advertisers reach their goals whether they’re building brand awareness, driving conversions, or fostering customer loyalty.

Are Companies Squandering $3.5 Trillion in Brand Value?

For the past several years marketers have been urged to prioritize branding and send a strong and consistent message to their audiences about their company's values. Nonetheless, performance marketing continues to dominate consumer engagement — and take up the bulk of marketing budgets. But the imbalance between these two strategies is costing brands dearly. According to Interbrand's 2024 "Best Global Brands" report, released in August 2024, brands left an estimated $3.5 trillion in brand value on the table since Interbrand began the study 25 years ago, equating to $200 billion in unrealized revenue in the preceding 12 months alone.

Lack of Brand Building is Costing Your Company Millions in Value [VIDEO]

Nike's announcement that it is pivoting to higher brand marketing investments in light of a sluggish earnings report may serve as a bellwether for where marketing is trending. After all, research has shown that brands are losing an estimated $3.5 trillion in value each year, simply by underestimating the power of brand marketing. One obstacle for marketers in making this change is C-suite skepticism about brand marketing being a worthy investment. Luckily for you, Matthew Schwartz is here with a POV aimed at helping you and your team change their minds.

The Latin American Growth Mindset: Why Aspirations Fuel Consumer Spending

If there’s one thing that sets Latin American consumers apart, it’s their unwavering optimism. Despite economic fluctuations, political shifts, and external uncertainties, a mindset of resilience and ambition drives consumer behavior across the region. This isn’t just about spending—it’s about investing in a better future, leveling up, and embracing opportunities.  By Sylvia Vidal - Consumer Insights & Strategy Consultant | Latin America Market Expert | Multicultural Marketing Leader

SPORTS ADVERTISERS AND TV STREAMING PLATFORMS can win big with IN-GAME ADS

Sports fans remember the most thrilling highlights of a game — moments that last a lifetime. Building on this emotional resonance, MAGNA Media Trials and Transmit, a market-leading technology platform offering advanced TV advertising solutions, have collaborated to explore how brands can deliver unforgettable advertising experiences alongside TV streaming live sports content.

The LA Fires: How multiplatform local media became a lifeline 

Extreme weather events, such as the devastating fires in Los Angeles in January 2025, are becoming an increasingly frequent part of daily life, as explored in Nielsen’s recent climate change report. These events not only disrupt communities, but also highlight the critical role of trusted local media. Los Angeles’ local television stations, their digital platforms, and local radio stations kept locals informed on Jan. 8, 2025, when fires spread quickly through several neighborhoods across the city—demonstrating the importance of multiplatform audience strategies to meet urgent information needs.

How to Cut the Marketing Jargon and Communicate Like a Person [VIDEO]

Do you ever think about how ridiculous someone sounds when they're leaning a bit too heavily on jargon? Well, you're not alone. In fact, Matthew Schwartz believes it's time to banish nonsense phrases and silly metaphors and return to a world where professionals speak like they're — well — a person. In this POV, he shares a few tips for how to make that happen.

Círculo Creativo of the US Hispanic Market Launches Hall of Fame to Honor Industry Trailblazers

Círculo Creativo of the US Hispanic Market proudly announces the creation of its Hall of Fame, a prestigious new initiative designed to recognize and celebrate individuals and organizations that have significantly shaped the landscape of creativity and innovation within the Hispanic advertising and marketing industry. The Hall of Fame’s inaugural class includes an admired group of leaders whose contributions have left an indelible mark on the industry.

The Fall of DEI in Corporate America: How Culture Can Take the Lead

As professionals in the Hispanic market industry, we believe it’s important to share our perspective on this critical issue and provide practical recommendations to clients and the industry as a whole.  By Aldo Quevedo, CEO, BeautifulBeast

The Fallout of the Venezuelan Vote: A Community at a Crossroads

As a follow-up to my previous #DecodingLatinoVoter editorial, the current political landscape has placed Venezuelan U.S. citizens—many of whom helped elect Trump—at the center of an unfolding crisis impacting their communities. The same Venezuelan American diaspora that rallied behind Trump, drawn to his anti-socialist rhetoric, now faces the consequences of his shifting policies, particularly regarding immigration protections.  By Gabriela ‘Gaby’ Alcantara-Diaz, Founder and President, Semilla Multicultural

National Marketers Are Bullish On The Economy; New Product Launches Are At Record Highs And Ad Spend Will Increase

A series of new studies from Advertiser Perceptions reveals national marketers are increasingly confident in the economy, will advertise more, and anticipate new product launches at record levels. The most recent studies were fielded in December 2024 and January 2025.

“CONSUMER TRENDS 2025”

Findasense, a Brand Experience agency, presents the Consumer Trends 2025 report, identifying six key trends that will shape the relationship between brands and consumers. These trends are not only a path to innovation but also a return to the essentials: trust, connection, and authenticity. Brands that successfully navigate this delicate balance will be better positioned to capture consumer loyalty and interest in an increasingly competitive market.

How Agencies Can Build a Lasting Legacy

As marketers increasingly demand that agencies connect advertising to direct business outcomes, many agencies feel the pressure to keep up. Some may see this as a threat. We see it as a powerful opportunity. By helping clients develop a holistic measurement framework that integrates audience health, brand health, and business health, agencies can demonstrate a clear impact and forge a legacy with concrete value beyond surface metrics like site visits.

Healthcare elsewhere: the rise of medical tourism

By Gonzalo López Martí - Creative Director

  • Healthcare on US soil is way too expensive and bound to become more so in the future.
  • It’s just a matter of supply and demand.
  • Life expectancy is getting longer.

Leveraging Consumer Insights to Engage with Latino Voters

The results of the 2024 U.S. presidential election sent shockwaves around the globe. While the performance of the U.S. economy and inflation rate of 2.7% around the time of the election were envy of the world, many Americans were still hurting from the rapid rise in prices immediately following the pandemic. The economy, therefore, was the number one issue voters cared about in 2024, and they voted for change.

Brand Loyalty Is a Complete Fallacy [VIDEO]

Raja Rajamannar, chief marketing and communications officer at Mastercard, joined the On Scope podcast to discuss why it is completely unrealistic for marketers to expect consumers to be loyal to one brand. He also offered a solution for what to focus on instead.

A YEAR OF GROWTH, REFLECTION, AND OPPORTUNITY

My month-long sabbatical in Madrid was a transformative experience that reignited my passion for growth. As Latin2Latin Marketing marks its 18th anniversary, this journey reinforced my vision of empowering businesses and individuals in an increasingly connected world.  By Arminda "Mindy" Figueroa / Latin2Latin

Bicultural Identities in Latin America: The Rise of Cultural Blending

As the world becomes more connected, many Latin American consumers are naturally weaving multiple cultures into their daily lives. Immigrants, international students, and professionals blend local traditions with global influences—watching fútbol while streaming K-pop, switching between languages depending on who they’re talking to, and holding onto their heritage while embracing what’s new. This fluid cultural mix is reshaping how they see themselves, how they interact with the world, and what they look for in products and experiences.  By Sylvia Vidal - Consumer Insights & Strategy Consultant | Latin America Market Expert | Multicultural Marketing Leader

The Transformative Role of the Creative Brief in Agency Spend Management

Effective advertising demands a balance between creativity and accountability. Yet managing agency spend during the year often feels like navigating uncharted waters. Marketers must rely on estimates created in their annual scopes of work (SOWs) that are not revised to reflect the reality of changes that occur month to month. However, by leveraging a robust creative briefing process and continuous reconciliation, marketers can significantly refine their financial forecasting across the year, enhance predictability, and ensure that every dollar spent contributes to their brand's success.

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