By Liz Castells-Heard, CEO & Chief Strategy Officer, INFUSION by Castells Multiculturals are Fortune 500 companies target sweet spot and the core growth customer to futureproof their business given the majority of consumers under 45 are Multicultural or Multi-racial, rising to 48% of the total population over next decade, and their prime earning years. They … Read more
Hyundai Motor America with Lopez Negrete Communications will introduce the 2024 top-of-the-line midsize SUV, Palisade, to Latino consumers with “¿Viste?” (Did You See It?) an innovative new campaign aimed at savvy Latinos. With its perfect blend of utility, value and luxury, the Palisade promises to transform the way Hispanic families travel. The campaign will consist … Read more
NTERTAIN announced a joint venture with Chemistry Cultura, a minority-certified marketing agency with clients including Carnival, Comcast, Heineken, Microsoft and NFL (a joint client of NTERTAIN). The two companies offer disparate products and services, but combined go-to-market with a 360° offering helping brands engage the booming U.S. Latino marketplace. “Music is one of the most … Read more
Hispanic Heritage Month celebrates a U.S. population of 64 million that’s diverse, growing and constantly changing. But can a single term like Hispanic or Latino describe a group with such varied ancestry and geographic origin? Mark Hugo Lopez from the Pew Research Center and Cristina Mora from UC Berkeley’s Department of Sociology join John Yang … Read more
A new survey by WFA and MediaSense shows an overwhelming proportion of major multinational brands looking to improve their agency model with just 11% of respondents believing their current agency model fits their future needs, while 24% believe it is unfit for future purpose. Media Agency Models The survey shows that flexibility, speed and integrated … Read more
With an ever-expanding media landscape, audience preferences are pivotal. Creators and distributors want to engage audiences, and brands seek relevant content opportunities where their messages can truly resonate. Any meaningful engagement with audiences requires a deep understanding of people, but building meaningful relationships with Hispanic audiences can be more complex. That complexity stems from the … Read more
They don’t want one thing or another—they want both, but in different ways. Today’s consumers don’t fit into neat segments. They’re living in a world of “ands,” to cite a phrase that we’ve been using to describe the seemingly contradictory shopping behaviors of people across the globe. The phrase very much applies in the United … Read more
In the latter half of the 20th century, a theory emerged—and is still promoted today—that the cultural orientations of Hispanic and Asian immigrants and their descendants would diminish as they “became more acculturated.” A new study by the Hispanic Marketing Council (HMC) shows the opposite is true: non-Hispanic white (NHW) 13-to-49-year-olds have been more influenced … Read more
By Daniel Sokol – EVP, Digital Solutions / eContent Digital In an age where each customer is evolving into a ‘Segment of One,’ brands must pivot from simplistic translations and stereotypical portrayals. The Hispanic culture, with its rich tapestry, should be seen as an asset from which to draw from, not a challenge to avoid. … Read more
Monthly podcast listenership among Latinos increased by 52% since 2020, nearly four times faster than the rate among the general U.S. population, according to the fourth annual Latino Podcast Listener Report. Thirty-eight percent of U.S. Latinos age 18+ are monthly podcast listeners in 2023, a record high, compared with 25% in 2020. U.S. Latino weekly … Read more
The U.S. economy is continuing to grow even as labor disputes across the country and uncertainty created by Congress add to the ongoing challenges of inflation and high interest rates, NRF Chief Economist Jack Kleinhenz. ”As Gilda Radner used to say on Saturday Night Live, ‘If it’s not one thing, it’s another,’ ” Kleinhenz said. “This … Read more
For more than 70 million workers in the U.S. without a bachelor’s degree, the opportunity for upward economic mobility is often a monumental challenge. And at a time when many businesses are clamoring to acquire top talent, workers who are skilled through alternative routes, or STARS, are being outright ignored for higher-wage jobs. This so-called … Read more
Do you develop your strategy outside-in or inside-out? Learn the difference between strategy-as-fit and strategy-as-stretch and why the best starting point may be different than you think. One of the fundamental questions in strategy is that of where to start: inside, or outside your organization. It matters because the answer implies different philosophies about the … Read more
As President of GroupM Multicultural, Gonzalo plays a key role in all aspects of the multicultural and diverse media and marketing efforts initiated by all GroupM agencies: EssenceMediacom, Wavemaker, and Mindshare. The goal of the division is to provide clients with a truly relevant and informative point of view of diverse audiences across the … Read more
By Anthony Flaccavento I have to admit surprise at how generative AI has so quickly grabbed everyone’s attention in 2023. Clearly, AI’s growing importance in advertising is undeniable, and I look forward to how it will shape our industry in the coming months and years. At the same time, we are on the cusp of … Read more
The Museum of Broadcast Communications announced the selection of 12 new Legends inductees into the Radio Hall of Fame for 2023, recognizing the talents and efforts of on-air personalities, programmers and operators who contributed with greatness to the radio industry and have since passed away. The following 12 radio legends take their … Read more
Leaders of the U.S. advertising industry launched a new initiative to boost privacy protections and choices for consumers through evolved and enhanced industry data privacy principles for responsible online advertising practices and to renew their commitment to enacting preemptive, federal privacy legislation. The Association of National Advertisers (ANA) and 4A’s are creating the Responsible Privacy … Read more
A new survey conducted by WFA finds that three in four companies already use GenAI or plan to use it soon. Optimism about its potential is matched by concern about the risks to brand reputation. Eight in ten have developed or are developing internal policies on use of GenAI. The immediate internal gains from using … Read more
“Well done is better than well said.” -Benjamin Franklin Horacio Gavilan is a non-profit strategist and executive with more than 30 years of experience in association management. He is currently the Executive Director of the Hispanic Marketing Council (formerly Association of Hispanic Advertising Agencies), the only national trade association representing the U.S. Hispanic market ecosystem. … Read more
As brands put a greater emphasis on Hispanic consumers, Spanish-language TV ad impressions are climbing as well. iSpot’s new report around Spanish-language TV advertising shows which brands are increasing Spanish-language ad focus YoY, key industries, daypart adjustments, top programs and more. Here are some of the highlights: Spanish-Language Ad Surge: In the first half of … Read more
