By Marco Lopez, MBA – Experiential & Sponsorship Measurement Expert • Integrated Marketer • Multicultural & Belonging Champion 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 … Read more
By Katie Miller 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 … Read more
By Christopher Heine 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 … Read more
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 … Read more
By Sylvia Vidal – Consumer Insights & Strategy Consultant | Latin America Market Expert | Multicultural Marketing Leader 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 … Read more
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 sports category … Read more
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, … Read more
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 … Read more
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 … Read more
By Aldo Quevedo, CEO, BeautifulBeast 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. In the wake of the social justice movements of the 2020s, corporations across America embraced Diversity, Equity, and Inclusion … Read more
By Gabriela ‘Gaby’ Alcantara-Diaz, Founder and President, Semilla Multicultural 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 … Read more
By Pierre Bouvard 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. Each month, Advertiser Perceptions, the leader in providing research-based strategic market … Read more
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 … Read more
By Dan Dalton 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 … Read more
By Gonzalo López Martí – Creative Director www.LopezMartiMiami.com/ 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. Boomers are mostly retired and not planning on kicking the bucket anytime soon. Gen-Xers are about to … Read more
By Roy Eduardo Kokoyachuk 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. … Read more
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. To read and view video, CLICK HERE. Courtesy of The Association of … Read more
By Arminda “Mindy” Figueroa / Latin2Latin 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. A Sabbatical in Madrid: Rediscovering Balance and Global Perspectives My Spanish adventure … Read more
By Sylvia Vidal – Consumer Insights & Strategy Consultant | Latin America Market Expert | Multicultural Marketing Leader 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 … Read more
By Steven Wales 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 … Read more
