Top News
Overwhelming Consumer Support for Inclusive & Diversity Initiatives
More than 8 in 10 consumers are comfortable or neutral on inclusive marketing practices, according to a new study. In fact, more than half of consumers (56%) would support or strongly support a brand that creates ads representing all groups. In comparison, only 10% (all others were neutral) would not support a brand that creates inclusive advertising, according to a new report where more than 12,000 consumers were surveyed.
Influyente launches Marketing Agency for Multicultural Audiences
Catalyzed by strong market demand, Refuel Agency spins off new multicultural agency, driven by AI insights and a network of multicultural influencers.
POLAR Premium Beer enters US Market.
Empresas Polar, a Venezuelan food and beverage company, has officially launched its new Polar Premium Beer in the United States. Brewed at its plant in Auburndale, Florida, Polar Premium Beer captivates with its unique flavor and exceptional quality.
America’s News Influencers [REPORT]
In the heat of the 2024 election, news influencers seemed to be everywhere. Both Republicans and Democrats credentialed content creators to cover their conventions – and encouraged influencers to share their political messages. Influencers also interviewed the candidates and held fundraisers for them.
2024 Hispanic Market Thought Leaders – Available for DOWNLOAD for FREE
HispanicAd offers its annual report on key industry trends and honors the Top Marketing Executives with US Hispanic & Multicultural area. This report offers an depth analysis of the executives and their companies setting the standard of excellence for the US Hispanic Marketing industry. This year our honorees are: National Football League, NBC Universal Telemundo Enterprises, Johnson & Johnson, Kaiser Permanente, General Motors and The Walt Disney Company.
20 Ideas for marketers & agencies
Can you imagine working daily with the smartest, most successful CEOs, CMOs, and marketers? Or interacting daily with the very best agencies in the world – of all sizes and shapes – and across all disciplines (creative, media, PR, digital, etc.).
Featured News
- Overwhelming Consumer Support for Inclusive & Diversity Initiatives
- Influyente launches Marketing Agency for Multicultural Audiences
- POLAR Premium Beer enters US Market.
- America’s News Influencers [REPORT]
- 2024 Hispanic Market Thought Leaders – Available for DOWNLOAD for FREE
- 20 Ideas for marketers & agencies
- Edison Research’s Q3 2024 “Share Of Ear” Reveals AM/FM Radio is The Dominant Ad-Supported Audio Platform Across All Demographics; Plus Podcasts Hit Major Milestone Among Hispanics
- Casanova//McCann named “Best US Independent Agency”
- Bettina Garibaldi named Chief Marketing & Communications Officer (CMCO) for the FIFA World Cup 2026 New York New Jersey Host Committee.
- National Healthcare Marketing’s “Purpose-led Campaign of the Year/Gold Award” goes to d expósito & Partners
- “Driving Growth & Representation: A Conversation with Santiago Negre, Chair of the McDonald’s Hispanic Owner-Operators Association”
- Hyundai Motor Company Appoints José Muñoz as Chief Executive Officer
- What is Brand Value Worth?
- 2024 Visibility Perceptions in Advertising Report Finds Supermajorities of Industry Leaders Support LGBTQ Inclusion
- Less Than Half of U.S. Family Households Include Children Under 18
- Latino Media Network names Raysa Rodriguez-Leon as EVP of Audio Sales and Client Solutions
Latest News
Carlos Santiago named to OUT’S 30TH ANNUAL OUT100 LIST
Carlos Santiago has been selected as one of this year’s honorees on the prestigious 30th annual Out100 list. Out, the world's leading fashion and lifestyle brand for the LGBTQ+ community, celebrates the most influential and pioneering LGBTQ+ individuals across entertainment, politics, activism, sports, and more.
Nearly Two-Thirds of U.S. Households are Family Households
Newly released estimates from the U.S. Census Bureau’s historical America’s Families and Living Arrangements tables show that about 64% of households were classified as family households in 2024. This marks a significant change from 50 years ago, when 79% of households were family households. Family households are defined as those that include at least one person related to the householder by birth, marriage or adoption.
Marketing is dead. Advertising is deader. Long live growth hacking?
- Broadly speaking, a “growth hack” is an unorthodox marketing tactic geared at acquiring customers or users via shrewd digital skills &/or lateral thinking.
- Not to be confused with guerrilla marketing which, in most cases, entails experiential &/or grassroots promotional efforts.
HISPANIC MARKETING COUNCIL welcomes Sensis President Jose Villa as its New Chair
The Hispanic Marketing Council (HMC) announced Jose Villa, President & Chief Strategy Officer of Sensis, will serve as its new chair effective today. Villa, who has formed part of the HMC board of directors since 2022, will work closely with HMC’s governing bodies, committees and the executive director to support the organization’s strategic plan, which champions authentic engagement and prioritization of the U.S. Latino segment in the U.S. marketing ecosystem and elevates the critical role of the Hispanic marketing specialists.
Multicultural Healthcare Disparities to Inform Inclusive Strategies [REPORT]
Republica Havas Health & M3 MI have released their latest Executive Report, "Equity in Action: Mapping the Multicultural Patient Journey for Inclusive Strategies"– a vital guide for healthcare professionals aiming to address the unique needs of multicultural communities and advance health equity.
Two-thirds (65%) of marketers expect business conditions to improve next year
Improving economic conditions, the tension between social media and brand safety, the growing cohort of consumers leading more solo lifestyles, expanding brand building to encompass the entire customer experience, and managing the impact of AI technology on the environment, are five key trends that will shape global marketing strategies in 2025, as revealed in WARC’s Marketer's Toolkit 2025.
Canela.TV announces the next installment of the ‘Secretos’ Franchise
Canela Media announced the next installment in its popular Secretos reality series franchise ‘Secretos de Parejas,’ scheduled to premiere in Spring 2025. This series promises to bring double the excitement and drama, featuring Latino celebrity couples vacationing in the beautiful island of Bali and showing an intimate look at their relationships.
‘We can’t cry about the milk that’s spilled’: As DE&I fallout continues, multicultural agencies grapple with changes
Brands like Ford Motors, John Deere and Molson Coors, among others, have reversed course on their diversity, equity and inclusion commitments. The shift is leaving multicultural and diverse-owned agencies grappling with the fallout.
From TV to Twitch: Navigating the Evolving Media Landscape
In this episode of The New Mainstream podcast, Marcela Doria, VP of Insight for WBD Latin America/U.S. Hispanic, sheds light on how the shift to digital impacts data, consumer relationships, and media consumption across the U.S. and Latin America market.
Agencies: treat your people well; they may run a future agency review
Agencies: treat your people well; they may run a future agency review The agency business is a tough business. Clients expect a lot. Agency economics are strained. And staff often move around for promotions. It’s hard to run a successful agency.
Can Marketers Keep up With Changes in Ad Creative? [PODCAST]
The halcyon days of writing ad copy for a 30- or 60-second spot to run on network and cable tv are just a dim memory. To get their message out these days, markets have to make sure their message aligns with multiple platforms, including traditional media, streaming channels, and social media
Veterans Organizations Are Embracing an Integrated Marketing Strategy
Nonprofits serving vets need to use more media channels to enhance their visibility
“Embracing Purpose Beyond Politics: A New Opportunity for Brands in a Divided America.”
As the dust settles on one of the most divisive elections in recent memory, brands have a rare opportunity to refocus on their purpose. Beyond the bitter politics and polarized discourse, there’s a deep desire among consumers for connection and unity. This presents a pivotal moment for brands: they can now help bridge divides, uplift communities, and inspire optimism. But this requires brands to step boldly into their purpose-driven messaging—while avoiding the political pitfalls that can alienate their audience. By Luis Miguel Messianu. Founder, President-Chief Creative Officer- MEL
Marketers need to evolve beyond the “multicultural” brief
By lumping distinctly diverse audiences together under one umbrella and isolating entire cultural communities into a “niche,” the industry persists in sending a clear message: historically underrepresented consumers are still not seen as part of the cultural mainstream in marketing. Dr. Anastasia Kārkliņa Gabriel asks, when will marketing’s approach to cultural diversity align with the realities of today and the demands of tomorrow? By Dr. Anastasia Kārkliņa Gabriel
2025 Sports Marketing Outlook
How the trends and lessons of 2024 shed light on what to expect in 2025
Rapid Change Is Driving a Need for Marketing Training
Companies rely on a variety of training formats to keep their marketers up to speed
Decoding the Hispanic Voter: Affluence, Status, and Ideology in the 2024 Election
In the wake of the recent election, the strong Latino wave supporting Trump caught many by surprise. As I noted in my last piece on decoding the Hispanic voter, an emerging trend is clear: working-class and middle-class Latinos are joining the ranks of an increasingly affluent, conservative Latino voter base, where ideological leanings are often anti-socialist and pro-business. By Gabriela Alcantara-Diaz - Founder, President of SEMILLA Multicultural, Inc.
Why Trump’s Victory Shows Hollywood’s Star Power Just Isn’t Enough Anymore. The Subtle How
I’m not a political analyst, and this isn’t a post to stir up debates over policy or undermine anyone’s feelings about the election results. But as someone deeply interested in how audiences connect and who holds influence, I can’t ignore the subtle yet significant shift this election highlighted. Trump’s win showed us something crucial: traditional celebrity endorsements might be losing their grip, especially when weighed against the power of relatable, community-driven influencers. By Emmanuel Paa Kwesi Owusu - Digital Business Transformation | Head of Digital, Citi FM & Channel One TV | Brand Strategy | Akora | Consumer Behaviour |
Cultural Insight: The Missing Link in Marketing Strategy
Why do some marketing campaigns fail to resonate? The answer may lie in a critical oversight; culture. Marketers and agencies often underestimate the power of culture in shaping consumer behavior. According to Sasu, to gain profit and satisfy the target market, the culture must be understood (Sasu, 2005). Marketers often study demographics, economic conditions, and product features, overlooking the deeper aspects of cultural identities. To customize a message to different groups of people, the marketing strategy must recognize the psychographics and behaviors of those target audiences. Failing to do so can result in campaigns that fail to connect or, worse, offend different cultures. What works for one group might be inappropriate or offensive to another. Even though the ramifications of neglecting cultural marketing are prevalent, marketers still overlook it because of complexity, short term goals, and costs. This essay will explore the implications that are involved in cultural marketing. By Gabrielle Christina - Florida State University - Hispanic Marketing Communication
Differences between code switching and Spanglish, and implications for advertising to Hispanics
Code switching and Spanglish are two linguistic phenomena that occur within the Hispanic community, but they differ in their nature and implications. A new identity is followed by a new Spanish and English dialect. As Hispanics undergo increased acculturation in the U.S., their language usage tends to become more hybrid in everyday contexts. This involves the occasional insertion of English words into Spanish discourse, a phenomenon known as code-switching, and the development of Spanglish, a hybrid language combining elements of both Spanish and English (Korzenny et al., 2017; Levine, 2023). Both involve the dynamic interplay between Spanish and English, but they differ in their nature and implications. A new identity and way of speaking will become increasingly prevalent and acknowledged as part of Hispanics' experience in the US. This essay will delve into the distinctions between code-switching and Spanglish, drawing on additional readings, personal experiences, and insights from interviews with diverse Hispanic consumers. Furthermore, an exploration of the implications of these linguistic practices for advertising to the Hispanic demographic will be undertaken. By Katherinne Peralta / Florida State University