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Santa Cruz Communications Marks 25 Years of Amplifying Latino Voices Through Strategic, Results-Driven Communications

Santa Cruz Communications (SCC), an award-winning boutique public relations agency specializing in the U.S. Hispanic market, today announced its 25th anniversary, celebrating 25 years of amplifying voices across a wide variety of sectors, including entertainment, health, education, nonprofit, finance and sports, through strategic storytelling and trusted media relationships. Founded on February 15, 2001, SCC launched … Read more

Immigrants’ Recent Effects on Government Budgets: 1994–2023. [REPORT]

Recent increases in immigration have rekindled concerns about their effects on government budgets. This paper updates a model of these effects first developed by the National Academies of Sciences, Engineering, and Medicine (NASEM) to shed light on how immigrants, both legal and illegal, and their children affect government budgets. This analysis is the first to … Read more

135.4 million people watched Bad Bunny lead the Super Bowl halftime show. The largest audience in halftime history.

By Gaby Alcantara Diaz – Semilla Agency 135.4 million people watched Bad Bunny lead the Super Bowl halftime show. The largest audience in halftime history. The “Benito Bowl” wasn’t just a cultural moment; it was an economic declaration. On the world’s biggest stage, Benito embodied Seguimos aquí (“We’re still here/We aren’t going anywhere”), showing that … Read more

What the Immigrant Archive Project Has Taught Me

By Tony Hernández – Documentary Filmmaker & Oral Historian Preserving family, founder, and cultural legacy When I launched the Immigrant Archive Project, I thought I was building an archive. What I didn’t fully understand was that I was also building a mirror. Because when you sit across from someone—cameras rolling, time slowed down—and you invite … Read more

Pedro Torres: The passing of a Mexican legend.

Pedro Torres, the well-known producer-director who had helped pioneer production of TV spots for Hispanic Market ad agencies and would later on shine at the helm of global programming from top-level positions at TELEVISA, passed in Mexico City at the age of 73. Torres had been ill during the last four years.  His passing was … Read more

America’s Diversity Is Its Global Power — The NFL Proved It

By Louis Maldonado Bad Bunny’s Super Bowl halftime performance was exactly what America — and the world — needed right now. It affirmed a truth that feels increasingly contested in public discourse but remains undeniable in reality: America’s strength and future lie in its diversity. Multiculturalism is not a social obligation to be managed quietly; … Read more

Telemundo and Peacock Debut Super Bowl Spot Featuring Owen Wilson and Sofia Vergara, Showcasing the Emotion and Cultural Power of Experiencing the World Cup in Spanish

Telemundo and Peacock marked Super Bowl Sunday with a new talent-led spot featuring Owen Wilson and Sofía Vergara, airing right after Bad Bunny’s halftime performance, using one of the most culturally resonant moments of the year to position Telemundo as the destination for experiencing the FIFA World Cup 26™ in Spanish. The spot signals the … Read more

Bad Bunny and the Sound of a Changing America!

By Luis Miguel Messianu Bad Bunny Didn’t Just Win the Grammys — He Rewrote What America Sounds Like. The first-ever Spanish-language Album of the Year isn’t just a milestone for music — it’s a turning point for identity, belonging, and the rhythm of a changing nation. Last night, the world heard Spanish — not as … Read more

When Culture Is the Campaign: Why Duolingo’s Bad Bunny Moment Works

By Jacquelynn Carrera – Brand Partnerships & Experiential Marketing Leader | Campaign Execution & Audience-First Storytelling The strongest brand moments rarely start in a boardroom. They start by listening. When Bad Bunny told fans they had four months to learn English, it wasn’t a marketing campaign. It was a cultural moment. The comment quickly sparked … Read more

THIS ISN’T A HALFTIME SHOW. IT’S A GROWTH STRATEGY

By David Chitel The National Football League (NFL) putting a global Latino superstar on the biggest stage in America isn’t about vibes. It’s about growth, relevance, market share and good business. Bad Bunny built one of the largest fanbases on planet Earth while singing almost entirely in Spanish. No translation. No dilution. No “mainstreaming.” He … Read more

Bad Bunny, When a Halftime Show Is More Than a Halftime Show. [REPORT]

By Roy Eduardo Kokoyachuk Bad Bunny’s selection as the Super Bowl halftime performer raises practical questions for brands. Does his presence drive awareness and help sales? Does featuring an outspoken Latino performer during the nation’s largest sporting event, at a time when Latinos are at the center of immigration raids, inject politics into brand marketing? … Read more

Critical Thinking and Communications

By Michael Barry, MBA, CNP – Through creative and strategic communications, I help businesses build their brand narrative, reach their audiences, respond to change, and facilitate transformation. One of the problems we face in the communications business is a lack of time. The unfortunate byproducts are poorly worded, misguided and often reactionary messages. Making matters … Read more

The Hiring Problem in 2026 Isn’t Talent. It’s Decisions.

By Adrian von Dewall = Managing Partner | Executive Search | Boyden If hiring felt harder last year, it wasn’t your imagination. 2025 didn’t close the market. It removed the margin for error. In 2026, recruitment won’t reward activity or optimism. It will reward judgement. And organisations still waiting for conditions to improve may discover … Read more

What is PR?

By Mansi Agrawal – Founder at Prime Factor This morning I was sitting quietly with my coffee, just thinking about how misunderstood PR really is. Over the years I’ve seen so many brands believe that PR means running ads or simply getting featured somewhere, but in reality, PR is much deeper than that. It is … Read more

Marketers: Rebrand vs Refresh: What’s the Difference?

By Natalia Velandia – Bilingual Marketing & Brand Leader | At some point in every marketer’s career, this conversation shows up: “Do we need a rebrand… or just a refresh?” And it’s rarely a branding question. It’s a strategy and execution question, because the wrong choice doesn’t just affect how the brand looks, it affects … Read more

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