Walk through any major city in the U.S. and you’ll see it. Consumer demographics are shifting. From local shops to national brands, multicultural communities are driving commerce and key economic trends. Yet, while consumers are evolving, many marketing strategies are not. Too often, multicultural audiences remain an afterthought rather than the center of business growth. … Read more
Healthcare goes beyond the doctor’s office, it’s about connection, convenience, and trust. One online healthcare brand ran a multimedia advertising campaign to build awareness for its Pharmacy and Healthcare services, with AM/FM radio playing a key role across eight major U.S. markets. Backed by Katz’s pre/post research, the campaign proved that radio isn’t just heard, … Read more
When is it public relations (PR) vs marketing? My next guest agrees that it is a blurred line. The energetic and talented Jennifer Walus D’97 shared her upbringing, educational journey from an all-girls Catholic school to Dartmouth College, her passion for singing, and her professional career in marketing (with a particular focus on Hispanic marketing). … Read more
By Ale Winter – Building Innovation Hubs | Global Program Designer | Startup Expansion & City Growth Strategist I often hear founders from LATAM say their U.S. expansion strategy is to “target the Latino market.” And this new Pew Research report, https://lnkd.in/ehE26Ahh (which, by the way, is full of fascinating insights) made me realize that’s … Read more
This past Monday, October 20, leaders assembled from the various segments of the Hispanic television community, including brands, agencies, programming and production executives as well as content distribution platforms at the 23rd Annual Hispanic Television Summit & Awards. The Summit was held at the New York Marriott Marquis and was among the first in a … Read more
Thursday night, the star-studded 2025 Billboard Latin Music Awards brought together a constellation of the best and brightest Latin music stars as well as special performances and collaborations, including the premiere of “Somos Más,” the network’s official song for the FIFA World Cup 26™ featuring Carlos Vives, Emilia, Wisin and Xavi. The Billboard Latin Music … Read more
By Gabriel Piña and Gracie Martinez Latinos are among the fastest-growing racial or ethnic groups in the United States. Between 2000 and 2024, the Latino population nearly doubled, rising from 35.3 million to 68 million. Latinos accounted for more than half of all U.S. population growth during that period. Today, Latinos are the country’s second-largest … Read more
The National Pork Board selected LERMA/ to lead efforts to deepen pork’s relevance and boost demand among Hispanic consumers in the U.S. This partnership reflects a clear, future-focused vision to place pork at the forefront of a vibrant and fast-changing market. After a national selection process led by consultant JLB + Partners, LERMA/, a cross-cultural … Read more
Canela Media announced a strategic partnership with Pixability, the leader in AI-driven advertising on YouTube. The two companies together will create the first data-powered, unified solution to reach Hispanic audiences in the U.S. on YouTube, expanding Canela Media’s robust OTT partner offering. The news follows Nielsen’s recent report that the time that Hispanic audiences spend … Read more
NBCUniversal and Telemundo unveiled the sponsorship lineup for the 2025 Billboard Latin Music Awards, broadcasting on Thursday, October 23 at 8pm/7c on Telemundo. This year’s sponsors are joining the ultimate celebration of Latin music with show-stopping moments and campaigns that celebrate the contagious energy of Latin music fans. Back to keep the rhythm alive are … Read more
Every September, brands launch Hispanic Heritage Month campaigns filled with vibrant visuals and bilingual copy. Yet many of these campaigns fall flat with the very audience they aim to celebrate. The reason: performative marketing, surface-level nods to culture rather than meaningful and trust-building engagement. At SSG, we believe cultural inclusion is not a campaign but … Read more
By Elizabeth Domenech – Vice President of Public Relations | Award-Winning PR Strategist | Driving Media Impact, Thought Leadership & Nonprofit Visibility As a Puerto Rican, I carry my culture with me wherever I go (I will always be Puerto Rican first!). To me, it is more than an identity, it is a rhythm, a … Read more
As Hispanic Heritage Month is observed from Sept. 15 to Oct. 15, the NCAA celebrates the impact and growing presence of Hispanic/Latino student-athletes. Their influence can be seen across all three divisions and in nearly every sport, with their overall participation numbers climbing 62% over the past decade. The figures below, drawn from NCAA research’s demographics and sports … Read more
By Maria Lucia Parra – I am a bilingual Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives, as “one size does not fit all”. The Hispanic dream is a force of optimism and transformation—rooted in the pursuit of family security, financial freedom, generational progress, and sustained by resilience … Read more
With the mission to transform how brands connect with multicultural audiences, Calancha Consulting Group (CCG) announces its official launch in Puerto Rico. Led by its CEO and Founder, Carlos A. Calancha Figueras, CCG emerges as a strategic communications, creative, media, and digital influence consultancy designed to offer more agile collaboration, tailored solutions, and measurable results for brands seeking … Read more
By Mario Xavier Carrasco – Multicultural Insights Leader @ ThinkNow | Entrepreneurship, Data-driven Marketing Money habits aren’t formed in a vacuum. They’re shaped by the crises we live through, the culture we’re raised in, and the tools we trust to manage our future. Today’s financial landscape is being redefined by generational shifts, cultural influences, and … Read more
By Sylvia Vidal – Consumer Insights & Strategy Consultant | Latin America Market Expert | Multicultural Marketing Leader In a world where digital platforms mediate almost every interaction, trust has become the currency that decides whether people lean in or walk away. For U.S. Hispanics, who are among the most digitally engaged groups in the … Read more
The entertainment industry is entering a new era where music isn’t just a cultural force — it’s an economic engine. Large-scale concerts, superstar tours, and now high-profile residencies are reshaping tourism, boosting local economies, and putting cities on the global map. The historic sold-out Bad Bunny’s residency “No me quiero ir de aquí” in the … Read more
By David Aaker The “Father of Modern Branding” Brings New Views to Marketing Today The fundamentals of modern branding and brand-building can be captured in the intertwined 5Bs, a new branding framework. The first of the 5Bs is brand equity, which is owned brand assets that support existing and new organizational strategies and generate ongoing … Read more
The CMO Council announced a new thought leadership program with Zeta Global aimed at engaging senior marketers in a benchmarking process to determine their company’s level of digital marketing maturity, organizational capacity and performance predictability. “Assess Where You Need to Progress” is an AI-infused audit and prescriptive process that looks at where and how modular, … Read more
