Agency
How do President Trump’s Executive Orders on DEI apply a company? Impact on Hispanic Marketing?
Some of President Trump’s actions apply only to the federal government, but several of his executive orders impact the private sector. EO 14173, for example, applies to all companies in the private sector and has additional implications and requirements for federal contractors and grantees.
Cultural influence moves through acceptance more than understanding
Cultural influence moves through acceptance more than understanding. Bad Bunny at the Apple Music Super Bowl LX Halftime Show Press Conference on February 5, 2026 in San Francisco. By Sonia Sroka
State of AI in Marketing 2026 [REPORT]
If 2025 was "The AI Inflection Point," we're dubbing 2026 "The Operational Era of AI."
What Makes People Proud of Their Country? [REPORT]
We asked more than 30,000 people in 25 countries, “What makes you feel proud of your country?” They spoke broadly about the people and diversity in their country, their government and economy, and their culture and lifestyle.
Bicultural Latinos: A Cultural and Economic Force, Under iHeart’s Spotlight
Fresh off of Bad Bunny’s appearance as the Super Bowl LX Halftime Show performer, his Grammy-honored song “Debí Tirar Más Fotos” can be heard on such radio stations as WVAQ-FM in Morgantown, W. Va. — not exactly a Hispanic population hub. Yet, thanks to the University of West Virginia and migration patterns seen across the last three decades, U.S. Hispanics are far and wide. And their offspring represents what iHeartMedia is championing as a “cultural and economic force” worthy of advertiser consideration. That said, the timing of the study comes just days after the company moved a high-profile audio brand targeting bilingual, bicultural Latinos off a 100kw signal in Tampa-St. Petersburg to a pair of FM translators despite ranking No. 1 in the latest ratings. By Adam Jacobson
Omar Quiñones named Chief Strategy Officer at Lerma
Omar Quiñones stepping in as the agency’s first Chief Strategy Officer completes a newly formalized C-suite, alongside Paco Conde (recently named its first Chief Creative Officer) and Josh Archer (Chief Data & Information Officer).
Mortgage industry failing Spanish-speaking buyers as Hispanic homeownership surges, says broker – Why the language barrier is holding back Hispanic buyers
While some mortgage companies offer documents in Spanish, there are many others that do not. One mortgage broker is shining the spotlight on this issue in hopes that there will be more industry-wide adoption of document translation. By Matt Sexton
US Economic Forecast 2026-2030
Investment in artificial intelligence is supporting the economy, but questions remain about how long the momentum can last
40% of CMOs Who Push for Larger Brand Budgets Will Lose Influence With the C‑Suite
Brand “Doom Loop” Persists As 84% of Companies Struggle to Measure Brand Value
The Bad Bunny Effect: Why This Is Good Marketing
When the news broke in 2025 that Bad Bunny would be part of the Super Bowl conversation, the reaction was immediate and loud. Not just from music fans, but from brands, marketers, and audiences who don’t always see themselves reflected in America’s biggest sporting moment. By Carla Urdaneta - fluent360
Latinos Are Not a Bucket Anymore — It’s Time Institutions Catch Up
For years, “Hispanic” has been treated as a convenient bucket. But the market has already moved — and the institutions still using that model are falling behind in real time. This isn’t a cultural argument. It’s a growth one. By Cesar Espindola - Customer Insights & CX Strategy
Authenticity Trumps Optimization
As a Hispanic, it felt like a triumph of Latino culture. As a marketer, it felt like the ultimate triumph of authenticity. Luis Caballero - VP Marketing Strategy and Analytics
Storytelling That Elevates
“Stories sell; facts tell” is a popular saying used in marketing and leadership arenas. By Melissa Vela-Williamson, M.A., APR, Fellow PRSA
How Brands Can Win Big in 2026. [REPORT]
The Big Game may be over, but the real story is just getting started. The creative ideas that captured attention and sparked conversation were a masterclass in what’s working with today’s audiences.
The 2026 World Cup will be a turning point for brands in the United States. [REPORT]
Our new report International Soccer: United States Expectations for 2026 reveals how U.S. audiences are preparing for the tournament and which cultural, digital, and consumption drivers will define the brands that win.
FOR THE CULTURE: How Multicultural Gen Z Creators Are Shaping Brand Narratives. [REPORT]
We are excited to share the launch of our new five-part cultural intelligence report, The Omnicultural Series. This series explores the rise of the Omnicultural segment: who they are, how they behave, and, most importantly, what this evolution means for brands and business opportunities, along with other key insights shaping today’s cultural landscape.
Where is your agency in the agency supermarket?
Many agencies forget about a critical element of brand positioning when it comes to their own brand. Just what kind of agency are they positioning? This important gap results in agencies missing out on business opportunities daily.
The Problem is not Bad Bunny: The problem is thinking Culture is measured by personal taste
As a Hispanic American, part of me wished he had walked out holding an American flag; with full respect for my Puerto Rican friends. I moved past that quickly once I understood the deeper symbolism built into the performance. By Ivonne Kinser - CMO | Founder | Author | Speaker
Bigger than Valentine’s Day: How Hispanics lead with Emotional Intentionality
14% of Hispanics say Valentine’s Day is the holiday they spend the most money on - nearly 2x the total population. The question is ... why? By Mike Black - Chief Growth Officer at Collage Group.
The Faces we choose to See.
Every now and then, something happens that jolts us — a cruel image, a careless remark — and suddenly we’re reminded that the work of empathy is never finished. It’s in those moments that we see how fragile our progress can be, how quickly the thin layer of civility can crack. By Luis Miguel Messianu
