We all agree we are in the business of storytelling. Well, here’s a story that has a lot to do with our culture and that rich language many of our consumers speak —Spanish, the language of Cervantes, with all its many different accents. “Repertorio Español,” a cradle of great storytelling in Spanish, is celebrating two … Read more
By Margo Hock Demographic data has long been the cornerstone of audience targeting. Age, gender, income, education, marital status and so on — these familiar attributes have shaped everything from media buys to creative briefs. But in today’s marketing landscape, where personalization reigns and attention is scarce, knowing who your audience is simply isn’t enough. … Read more
By Dominick Fils-Aimé Marcelo Kertész, CMO at MANSCAPED, says SMB marketers need to create content for venues in which their customers want to engage, not just convert. “Diversify your acquisition mix [and] don’t rely solely on Meta and Google,” he says. “Test into partnerships, affiliates, influencers, and even retail or experiential pop-ups if it makes … Read more
By Anne Bahr Thompson In his recent article in The Guardian, Eugene Healey argued that purpose has too often been reduced to performance — values packaged into communications strategies, then abandoned when conditions shift; this has caused consumer skepticism. To read more, CLICK HERE. Courtesy of The Association of National Advertisers
Miami based ALMA has been awarded the role of Multicultural AOR for IKEA in the United States.
Coca-Cola is bringing back its beloved “For Everyone/Para Todos” campaign, a celebration of togetherness and the brand’s universality for a new generation. Originally launched over 20 years ago in Argentina, “Para Todos” became a cultural touchstone, emphasizing that Coca-Cola is a beverage for everyone. Now, with refreshed storytelling and production, the spot is making its … Read more
By Adam M. Peña, Opinion for The Latino Newsletter On the night of April 10, 2025, the Department of Homeland Security (DHS) emailed me a notice basically saying I had to self-deport within seven days because “DHS was now exercising its discretion to terminate my parole.” The sender was legitimate. It came from a “cbp.dhs.gov” … Read more
The DAA report shows a six-point increase in overall racial diversity among participants, rising to 28% in 2023 from 22% in 2019—driven largely by a three-point gain in Latino representation. With nearly 20% of the U.S. population identifying as Hispanic or Latino, improved representation supports deeper market reach, especially considering that Spanish is the nation’s … Read more
By Rishad Tobaccowala What is strategy? Strategy is Future Competitive Advantage. What will the future look like? What will people need and expect? How will demographics, technology and other global shifts create new competitors or recharge current competitors and how will categories blur, blend and maybe even disappear? Amidst these new expectations and changing … Read more
By Fabiane Abel If you’re an advertiser and you think you can still treat earned media, influence, and content as separate areas, you haven’t been paying attention. Literally. The silos between third-party media placements, social media, and content in general have come down. In this always-on, hyperconnected world, the fragmented approach is now obsolete. Given … Read more
By David Morse – Chief Insights Officer, New American Dimensions We live in serious times. At Harvard, DEI offices have been renamed, affinity celebrations canceled, and visible signs of inclusion quietly removed. In Florida and Texas, public universities have been ordered to dismantle equity programs. Teachers are being monitored for uttering words like identity. Libraries … Read more
Despite America’s growing diversity, multicultural marketing continues to face persistent underinvestment and inconsistency. While Black and Latino consumers make up approximately 30% of the U.S. population, early multicultural campaigns received less than 5% of national advertising budgets, a gap that has improved slightly but remains a major challenge today. Even now, multicultural efforts are often … Read more
By Morgan Strawn “The desire to take medicine,” Sir William Osler maintained, “is perhaps the greatest feature which distinguishes man from the animals.” The Canadian physician was writing in the early twentieth century, but the words still carry a ring of truth, as few abilities have allowed humanity to achieve the pitch of civilization we … Read more
By Jason M Blumer – CPA, CEO of Blumer & Associates, CPAs I’ve been working with creative agencies for over a decade, and it’s pretty cool to see the patterns of how these creative businesses evolve as they get larger. In fact, the financial structure of an agency has to evolve as you grow, or … Read more
By Laurence Klinger Lápiz, a Leo Burnett Co. multicultural subsidiary, started as a division, and later earned its own identity and independence. With very limited resources and a small group of talent from Latin America, Europe, and the U.S., the agency grew fast and turned into a creative powerhouse, earning awards and recognition all over … Read more
The traditional marketing playbook is rapidly becoming obsolete as emerging consumption patterns reshape how audiences engage with brands, according to the research from Horizon Media’s in-house research unit WHY Group and Blue Hour Studios, Horizon’s full-service social and influencer agency. The study, “The New Media Multiverse,” reveals how the dynamics between Millennial parents (the first … Read more
If you lived in the District of Columbia, North Dakota, Alaska, Idaho, or Vermont in 2023, chances are relatively high you or your neighbor had moved there from another state within the prior year. But if you lived in California, a much larger state that attracted many more movers from other states over the same … Read more
By Casey Saran For more than 70 years, TV commercials have been budgeted and produced like short feature films, and this strategy has been working. Millions of people discover and remain loyal to brands because of awesome commercials. It takes a lot of money to make a great TV commercial. Superbowl ads can cost as … Read more
Nueva Network announced the launch of Nueva.News. This innovative news platform aims to bridge critical information gaps highlighted by recent national events, ensuring U.S. Hispanics have timely access to news that matters most to their lives.
MAGNA, the media intelligence unit within IPG Mediabrands, and GSTV, a leading, national on-the-go video network, have released “The Power of Video Everywhere”—a new research study that highlights how reaching consumers off the couch and outside the home can significantly influence purchase behavior. By connecting with people at moments of active decision-making, advertisers can drive … Read more
