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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.

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Latest News

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.

Global Ad & Marketing Spend Surged 8.7% in 2024, Fueled by Influx of Even-Year Political & Olympics Media Buys & Double-Digit Growth in 29 of 45 Digital Media Channel

Global advertising and marketing spending accelerated in 2024, rising 8.7% to $1.776 trillion, but spending is projected to decelerate in 2025, posting only a 5.3% gain, as inflation and recessionary fears reappear in many markets due to the expectation that the Trump Administration will levy higher tariffs on foreign goods, which may lead to major trading partners imposing counter tariffs on US goods. Growth in 2024 was fueled by the influx of advertising & marketing dollars from elections in 15 of the 20 largest global markets as well as worldwide coverage of the Paris Summer Olympics, according to new research released today by leading media economist PQ Media.

CONFESSIONS OF A DEI HIRE

I’m a DEI hire. There. I said it. When I graduated from college, my family did not have connections in the world of journalism or public relations. My family or friends of the family did not have jobs in the media or public relations. Thanks to the LA Times’ parent company, Times Mirror Corporation, and its initiative to diversify newsrooms across the United States, I was fortunate to be given an opportunity to work in the media industry as a daily news reporter.  By, Stephen Chavez - CEO, ChavezPR

THE LATIN GRAMMY CULTURAL FOUNDATION hosts Emerging Artists Intensive with Berklee Global

The Latin GRAMMY Cultural Foundation, in partnership with Berklee Global, hosted the debut of their new Emerging Artist Intensive, the first in a series of immersive learning experiences for aspiring music creators.

Latino Media Network announces organizational changes

As part of its ongoing commitment to serving, inspiring, informing, and celebrating the U.S. Hispanic community, Latino Media Network (LMN) announced key leadership changes to enhance its operational structure and better serve its audiences and partners.

UFORIA launches “UFORIA MUSIC POD”

Uforia, TelevisaUnivision’s digital audio platform, announced the launch of its new podcast, Uforia Music Pod. Hosted by the dynamic duo Monse Medina and Sebas Villalobos, this podcast offers listeners an immersive journey into the heart of Latin music, lifestyle, and culture.

RESERVE YOUR SPOT FOR THE 2025 HISPANIC MARKETING COUNCIL ANNUAL SUMMIT!

Join us on April 7-8, 2025, in New York City for the premier conference crafted by industry leaders with expertise in marketing to the new American mainstream. Given that we sold out last year, we highly recommend securing your spot ASAP!

Primark opens its first store in Texas with campaign from BeautifulBeast.

Primark, the iconic Dublin-based retailer, has officially opened its first store in Texas, and the excitement is palpable. With the help of BeautifulBeast, a creative agency known for its bold and impactful campaigns, Primark launched its first store in the Lone Star State with a campaign titled Primark & McAllen: The Perfect Fit.

TELEMUNDO surrounds SUPER BOWL LIX with comprehensive coverage

Telemundo surrounds Super Bowl LIX with a comprehensive slate of programming across the network’s news and entertainment shows and platforms, including daytime shows, streaming channels, and social media handles, leading up to the Spanish-language broadcast of a historic Super Bowl between the Kansas City Chiefs and the Philadelphia Eagles LIVE Sunday, Feb. 9 at 6:30 p.m. ET on Telemundo.

Lopez Negrete Communications Invites Bilingual and Bicultural Influencers to Join Proprietary Network of Latino Creators

Lopez Negrete Communications unveiled its innovative proprietary tool, the Latino Network of Creators (LNC) with a call to action for all Hispanic content creators across the United States to join. With the rise in content creator marketing, the tool is ideal and highly recommended for any brand aiming to expand their reach and visibility within the Hispanic community through influencer marketing. And, in turn, Latino influencers who join the LNC have a chance to work with the agency's client roster.

Beyond the Numbers: Reclaiming Intuition in Brand Strategy

For decades, we've all worshipped data as the ultimate decision-making tool. Standardized testing, ranking/league tables, business school and so much more has taught that numbers provide certainty — that patterns, probabilities and models will lead us forward in the best way possible. And while analysis is critical, more and more I find myself wondering if we've let go of something equally valuable: intuition.

Media agencies face the uncertainty of a Trump 2.0 presidency and the rise of agentic AI in 2025

No one doubts that 2025 is going to be a fasten-your-seatbelt kind of year.  A new (but also not-so-new) president known to shake up norms, an expected deregulatory environment, but one that generally discourages pro-social initiatives and generative AI adapting and getting more powerful with each new iteration — the latest buzzword being “agentic” AI.

A Bad Bunny blueprint for brands: Speak to the universal by elevating the specific

How the Puerto Rican artist’s latest album, Debí Tirar Más Fotos, is a master class in cultural storytelling.  As a proud Puerto Rican, I couldn’t help but feel a surge of emotion listening to Bad Bunny’s latest album, Debí Tirar Más Fotos. It’s a deeply personal — sometimes painful — love letter to Puerto Rico and, by extension, to all Latinos navigating the complexities of identity, heritage and contemporary life.  by Omar R. Quiñones / MEL

Rene Alegria named Chief Innovation Officer at Nueva Network

Nueva Network, a audio media company dedicated to creating exceptional content for diverse audiences, proudly announces that Rene Alegria, an award-winning media executive and cultural innovator, has joined the company as Chief Innovation Officer.

Cervecería La Tropical unveils La Tropical Mixología

Cervecería La Tropical, Miami's craft brewery rooted in Cuban tradition and now a distillery, unveils La Tropical Mixología™, The World's 1st Distilled Beer Cocktail. This innovative and patent pending ready-to-drink (RTD) canned cocktail combines the refreshment of cerveza with the excitement of a handcrafted cocktail, delivering the vibrant taste & rhythm of Miami.

Challenes of Chasing Social Media Trends [REPORT]

"The 2025 Sprout Social Index" underscores why it's crucial for marketers to be leery of social media posts that go viral and ask themselves whether their brand has a legitimate connection to the story.

What the Hell Is Going On in Marketing with Bob Liodice

In the debut episode of On Scope, Bob Liodice, CEO of the ANA, joined host Mike Berberich to discuss the myriad issues facing the marketing industry, including solutions to complex measurement challenges, how to use AI responsibly, and how marketers can more effectively demonstrate the value of their efforts to the rest of the C-suite.

Building the In-House Marketing Team of the Future

Just five years ago, IHAs were a hot trend in the marketing industry. Today, they've become standard practice for corporate marketing and communications functions. According to the 2023 ANA report, 82% of organizations now operate with an IHA, driven largely by the need for creative control and greater agility — especially as the pandemic reshaped business priorities.

HISPANIC STAR champions Latino narrative at Davos to raise awareness of Economic impact of Latinos

Hispanic Star returned to Davos for the sixth consecutive year with a delegation led by Hispanic Star's founder Claudia Romo Edelman, and driven by the mission to share the narrative of the Latino community's integral role in driving economic growth and technological innovation with this critical global audience.

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