By Santiago Solutions Group At SSG, our national study with Target 10, “From Blocked to Unlocked: Unlocking Growth Through Authentic LGBTQ+ and Ally Engagement*,” was conducted in 2024 with over 1,600 LGBTQ+ and ally respondents through both quantitative and qualitative research. The study found that 67% of LGBTQ+ individuals and 60% of allies are more … Read more
June 26, 2025, marks 10 years since the Supreme Court ruled in Obergefell v. Hodges that the right to same-sex marriage is guaranteed across the United States. The decision, which represented a major change in U.S. family law, reflected shifting public opinion on same-sex marriage. In 2004, 31% of Americans supported it, while 60% opposed. … Read more
Forget everything you thought you knew about consumer loyalty – Gen Z is rewriting the rules with every purchase. Recognizing this trend, many brands are now leveraging marketing-to-Gen-Z strategies to better connect with these digital natives. Born into an era of constant connectivity and social change, they hold unique expectations. They demand authenticity, transparency, and … Read more
At Cannes Lions 2025, Carlos Santiago, CEO of Santiago Solutions Group, Inc., Co-Founder of ANA AIMM , and Co-Architect of the Cultural Inclusion Accelerator™, made a strong case for why cultural inclusion is more than a trend. It’s a critical driver of brand relevance, consumer trust, and scalable business growth. In the session hosted … Read more
Telemundo unveiled the official cast of its latest Super Series®, Dinastía Casillas, starring Iván Arana (El Señor de los Cielos, La Jefa) as the infamous Ismael Casillas, María Fernanda Yepes (Sin Senos No Hay Paraíso, José José: El Príncipe de la Canción), with acclaimed actors Raúl Méndez (El Señor de los Cielos) and Isabella Castillo … Read more
By Tony Hernandez I arrived in the United States in the fall of 1967, a child of exile brought over by my family on one of the now-historic Freedom Flights. Like so many others fleeing Fidel Castro’s regime, we came not in search of comfort, but of freedom. We left behind everything we had ever … Read more
Grupo Garnier, a holding company with a diverse portfolio of leading agency brands across a wide range of marketing disciplines and a presence in the Caribbean, as well as North, Central, and South America, announces the opening of its new office in Miami, Florida: SHIFT U.S. by Grupo Garnier, as part of its international expansion … Read more
By Alexa Ramos – B.A. in Literature, Media, and Culture Florida State University, Class of 2024 – M.S. in Applied American Politics and Policy Florida State University, Class of 2025 The Hispanic population within the US is currently the largest minority population in the country, growing rapidly both in size and in customs; as a … Read more
By Hector Rodriguez & Sean Happel Hispanics make up roughly one in every five Americans, and roughly one in every four American youths. With a fast growing population, Hispanic Americans have become quite diverse, and this includes language usage. Some Hispanics typically communicate in Spanish, such as foreign-born, older residents, or those who identify as … Read more
By Madison Pellicer Language is a fundamental element in developing thought, identity, and behavior. Among U.S. Hispanic populations, language serves as a communication tool and a conduit of culture, memory, and emotional resonance. In this essay, I explore two language-related topics that are crucial to understanding Hispanic consumer behavior and marketing communication: (1) whether language … Read more
By Meghan Bannister & Samantha Humphrys The origin of the Spanish language in media dates back to 1598. The definition of “media” at the time was much narrower and included newspapers, manuscripts, and performing arts. It was at this time that conquistador Juan de Oñate’s men improvised a performance based on their adventures in New … Read more
By Samantha Humphrys Over time, the U.S. workforce has experienced a demographic evolution. The workforce has become a melting pot of people, just like the country itself. The workforce of the U.S. is comprised of more and more minorities, such as Hispanics. Furthermore, there is a positive association between the rise in Hispanic workers … Read more
By Sofia Martinez Are Hispanic Brands Taking Over the Grocery Store Shelves? For this paper, I’ve chosen to focus my research on food brand marketing and the influence that the Hispanic population has had on this industry. When it comes to Hispanics, this market has been categorized as one of the fastest growing workforce groups … Read more
By Piper G. Hadsell Many of us have been exposed to code-switching in the media from a very young age without realizing it. From cartoons teaching us basic survival Spanish on Nickelodeon to Netflix shows based on actual events, centering on a Colombian drug lord. There is an increasing number of cases in mainstream media … Read more
By Cameron Coats Otto Padrón, who led Los Angeles-based Meruelo Media for nearly a decade before stepping down earlier this year, has named his next move – Co-President, Co-Owner, and Chief Operating Officer of a national broadcast group operating five television networks. In his new role, Padrón will oversee day-to-day operations across Get After It Media’s … Read more
By Lili Gil Valletta I am an immigrant. I came to this country with a suitcase full of dreams, not speaking English fluently, and a relentless drive to contribute. I believed—like millions do—that America was a place where anyone willing to work hard and show up with integrity could build something meaningful. And I did. … Read more
By Jacquelynn Carrera – Director Brand Marketing – Network Audio & Live Entertainment What Bad Bunny’s Puerto Rico residency and World Tour teaches us about brand leadership and cultural relevance In a marketplace where brand loyalty is earned, not assumed, few cultural moments demonstrate the power of authenticity and local investment like Bad Bunny’s latest … Read more
In a digital environment where attention spans are measured in seconds, traditional metrics like clicks and views offer an incomplete picture. They tell us what users did but not what they saw, felt, or understood. Which parts of the creative actually registered with them? Did the ad spark interest, confusion, or indifference? That’s where online … Read more
By Avi Chai Outmezguine Albert Einstein is famously alleged to have said, “We cannot solve our problems with the same thinking we used when we created them.” For decades, the digital advertising industry has thrived on a promise: precision targeting through advanced analytics. The right person, at the right time, with the right message. That … Read more
Almost without announcement, except for some exciting chatting on this morning’s Despierta America, Televisa/Univision is bringing back the iconic television personality, Cristina Saralegui. The event happens tonight at 7 pm (6pm Central) when she will interview Karol G. What the network is planning with this soft launch is unknown to the industry. The news of … Read more
