Marketers need to evolve beyond the “multicultural” brief

By Dr. Anastasia Kārkliņa Gabriel 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 … Read more

2025 Sports Marketing Outlook

By Nicole McCormack How the trends and lessons of 2024 shed light on what to expect in 2025 As brands navigate these changes and prepare for 2025, one thing is clear: the future of sports sponsorship is about more than just visibility — it’s about meaningful connections with fans, especially in emerging spaces. To read … Read more

Rapid Change Is Driving a Need for Marketing Training

By Chuck Kapelke Companies rely on a variety of training formats to keep their marketers up to speed With a marketing team of nearly 200 people throughout the world, tax and auditing firm Grant Thornton invests in training to make sure staffers are up to speed on new technologies. “We have a very methodical approach … Read more

Cultural Insight: The Missing Link in Marketing Strategy

By Gabrielle Christina – Florida State University – Hispanic Marketing Communication 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 … Read more

How to evaluate agency proposals

By Steve Boehler Very few marketers are taught how to evaluate an agency proposal, whether it is a formal written response to an RFP, a presentation or some other format. We’ve reviewed thousands of agency proposals and are often with clients in “the room where it happens”. We’ve learned a lot and had deep conversations … Read more

Loyalty Marketing: Key Takeaways from the Latest ANA Report

By Joanna Fragopoulos ANA’s new report, Loyalty Marketing: The Good, the Bad, and the Ugly, details the “good, bad, and ugly” (literally, pun intended) regarding customer programs. Customer loyalty programs are, intrinsically, meant to increase engagement through personalized offers by rewarding, you guessed it, loyalty through harnessing first-party data. To read more, CLICK HERE. Courtesy … Read more

A look at the state of affordable housing in the U.S.

Housing affordability has emerged as a key issue in this year’s U.S. presidential election. Both Democrat Kamala Harris and Republican Donald Trump have talked about what they would do to increase the supply of affordable homes and people’s ability to buy them, though their plans have little in common. It’s an important issue for the … Read more

The Crucial Role of Insights-Based Research in Engaging the U.S. Hispanic Market

As the U.S. Hispanic market continues to grow and diversify, understanding and connecting with this vibrant segment has never been more critical for brands. Insights-based research is the key to unlocking the cultural nuances, values, and behaviors that drive decision-making among Hispanic consumers. By leveraging these insights, brands can develop strategies and campaigns that resonate … Read more

Record Latino Voter Engagement and Shifting Political Sentiments Highlighted in Final Week of the Nation’s Only Weekly Latino Voter Poll [REPORT]

Entravision, AltaMed, and BSP Research have unveiled Week 8 findings from the 2024 National Latino Voter Tracking Poll, showcasing record engagement and significant insights into Latino voters’ perspectives as Election Day approaches. With 84% of registered Latino voters already casting their ballots or expressing near certainty to vote, the poll highlights unprecedented enthusiasm, as early … Read more

Decoding the Complex Latino Vote in the 2024 Election [INSIGHT]

By Gabriela Alcantara-Diaz – Founder, President of SEMILLA Multicultural, Inc. It’s clear that the Hispanic vote is far from a monolithic force. Instead, it reflects a complex landscape where affluence, social status, and ideology converge, shaping distinct partisan trends across multi-ethnic and socioeconomically diverse Latino communities. Today’s Latino voter is increasingly informed by unique experiences … Read more

Team Global vs Team Local

By Gonzalo López Martí – Creative Director https://www.LopezMartiMiami.com/ A few days back I elaborated on a service we provide in the ad biz called “transcreation”. When simply translating an ad campaign is not enough or not advisable. Sometimes the need presents itself to culturally localize a campaign because it was created with strategic insights &/or … Read more

How Much Longer Can The Agency/Client Model Survive?

By Shelly Palmer “The agency model is broken.” This refrain is so worn out it’s a cliché. Yet, despite its obvious flaws, the model has survived for decades. Here’s how it works: agencies base their fees on the number of “Full-Time Equivalents” (FTEs) assigned to a client—essentially, headcount. In theory, more complex projects require more … Read more

The Coca-Cola Company relaunches Barrilitos in California & Texas

The Coca-Cola Company announced the regional relaunch of Barrilitos, a Mexican soft drink brand with a rich legacy dating back to 1938. A new addition to Coca-Cola’s imports portfolio, Barrilitos hails from Monterrey, México, and is poised to make waves in California. With its nostalgic appeal, vibrant flavors, and premium quality, this authentic soft drink … Read more

Canela.TV expands presence with New FAST Channels on Samsung TV Plus in the U.S. and Mexico

Canela Media announced its continued expansion on Samsung TV Plus, recently launching multiple FAST channels in both the U.S. and Mexico, offering top-tier Spanish-language and international content to a broader audience. In addition to the previously available Canela.TV channel, viewers can now enjoy the finest selection of Spanish-language content including Canela Originals on Samsung TV … Read more

HRN Hispanic Radio Network responds to Advertisers creates “The Influencer Radio Network”

Hispanic Radio Network (HRN), has created The Influencer Network to help advertisers connect with Hispanic communities across the US. The Influencer Network leverages the growing impact of HRN’s syndicated personalities on their radio listeners and social media followers. “Radio personalities are the original influencers” says Clark Logan, President of HRN. “Fernando Fiore (aka Mr. Soccer), … Read more

Urban One enters Ohio & Indiana markets with Spanish Language Radio Stations

Urban One Inc. announced a Local Management Agreement (LMA) with La Mega Media, Inc., and Lazo Media LLC, taking a significant step to expand Spanish-language programming across its Ohio markets and into Indianapolis. Effective November 1, 2024, Urban One will own and/or operate stations under the La Mega brand in Cleveland, Columbus, Cincinnati, and Indianapolis. … Read more

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