Agency
HMC Honors AT&T with the 2025 Marketer of The Year Award
The Hispanic Marketing Council (HMC) has honored AT&T with the prestigious 2025 HMC Marketer of the Year Award. This recognition places AT&T among an elite group of brands that have demonstrated a strong commitment to multicultural marketing and engagement. AVP, Corporate & Brand Advertising Lianne Sinclair will accept the award at HMC’s Annual Summit on April 8 in New York City.
Positive Perceptions emerges as key attribute for Driving Brand Performance on Social Platforms [REPORT]
MAGNA and Pinterest release illuminating new research that explores the links between ad environment attributes and brand outcomes on social platforms. This study centers users’ emotions as core data to inform media planning and drive brand alignment. The robust research project measures brand impact, unconscious neuro-metric response, and sales impact through marketing mix modeling (MMM) to provide comprehensive insights for advertisers, who are relentlessly focused on KPIs and adapting to the changing media landscape.
Marquez Brothers acquires YoGusto Brand
Marquez Brothers International, Inc. (MBI), a family-owned company dedicated to the production and distribution of authentic quality branded Hispanic foods, announced that it reached an agreement to acquire Hato Potero Farms- owner of YoGusto® brand, one of the leading drinkable yogurt brands in the Southeastern United States. This strategic move marks a significant milestone in MBI's mission to expand its product offerings and strengthen its presence in the US food market.
What is the Job of Financials and Metrics for Creative Agencies?
The world of finance seems to be elusive for many digital, marketing and creative agencies. This post will highlight some practical ways to understand financials and what the financials are meant to provide a creative agency owner.
From Performative to Performance: If You Cut “DEI” You Probably Weren’t Measuring ROI- What Now?
Could it be that if you cut "DEI" you probably weren’t investing in the right strategies, or you turned it into a compliance effort? Was DEI performative and not about performance? Here is my take and humble reflections, above the noise and fears of the moment. You can call it whatever, rebrand it, or kill it, but the market is the market, and the growth drivers are the growth drivers, and the power of culture as the new mainstream remain strong. By Lili Gil Valletta - Chief Executive Officer
How are your peers splitting their media budget between traditional and digital channels?
With the increasing prominence of social and retail media, how can advertisers strategically allocate resources between digital channels, optimized for bottom-funnel conversions, and traditional channels, like TV and radio, for building brand equity and awareness at the top of the funnel?
24 COMPANIES EARNED A SPOT ON HMC’S 2025 STRATEGIC EXCELLENCE AWARDS SHORT LIST
The Hispanic Marketing Council (HMC) announced the short list for the Strategic Excellence Awards, the only award competition of its kind recognizing strategic excellence in Hispanic marketing and advertising and cultural fluency.
MAGNA rleases U.S. Advertising Forecast Spring 2025 Update – “Uncertain Times”
MAGNA always anticipated a market slowdown in 2025 due to the strong comparables, but we have further reduced our growth forecast in this update. The lack of economic visibility and a decline in confidence may impact marketing and advertising budgets in the short term. In this uncertain economic environment, the most vulnerable industry sectors include consumer goods (packaged food, beverages, and personal care), quick-service restaurants (QSR), and automotive. Despite the challenges posed by economic uncertainty, organic growth factors—such as media innovation, AI, retail media, and ad-supported streaming—will continue to enhance the effectiveness and efficiency of advertising formats, encouraging advertisers to maintain or expand their budgets. Factoring all drivers and inhibitors, media owners’ advertising revenues are projected to grow by +4.3% in 2025 (down from the previous forecast of +4.9%). When adjusting for cyclical spending in both years (political advertising and the Summer Olympics in 2024), non-cyclical ad revenue growth in 2025 is revised from +7.3% to +6.7%, still solid by historical standards.
TELEMUNDO celebrates 25 years of Andres Cantor’s Unforgettable Calls & Coverage
Telemundo celebrated the 25th anniversary of the legendary soccer commentator Andrés Cantor with a special on-air tribute during its live coverage of the FIFA World Cup qualifier between Argentina and Brazil yesterday March 25. This April 1 officially marks Cantor’s 25th year with Telemundo, a milestone that recognizes his unparalleled contributions to sports broadcasting.
BeautifulBeast and Green Acres Nursery & Supply inspire a greener spring with a new billboard campaign
BeautifulBeast, the award-winning advertising agency known for its dynamic and culturally resonant storytelling, has launched a fresh new campaign for Green Acres Nursery & Supply. Just in time for spring, the campaign encourages the community to embrace the joy of gardening and planting with a bold message: Let's Spring Together.
4 Paths to Absolving the Cardinal Sins of Digital Advertising
In digital advertising, there are two surefire ways to get fired as an agency or ad tech provider:
- Fail to spend all a brand's allotted budget.
- Put a brand's creative in a brand-unsafe environment.
Why Retail Media Breaks Marketing Mix Models (MMMs)
For decades, brands have relied on marketing mix models (MMMs) to prove the value of their investments in advertising. These models, built to assess the mix of paid media channels like TV, print and digital display, helped marketers justify budgets and optimize their allocations. But as retail media networks (RMNs) attract billions in ad dollars, marketers are running into a major problem — MMMs weren't designed to handle the complexity, speed and ever-changing nature of retail media.
Attribution, attribution, attribution: Spotify’s location-based playbook.
By Gonzalo López Martí - Creative Director
- “I know that 50% of my advertising budget goes to waste. Problem is, I don’t know which 50%.”
- A phrase that belongs in the Cliché Hall of Fame*.
- It remains as relevant as ever nonetheless: attribution is the ultimate marker of advertising ROI.
Cultural Capital Is the Flex
3 Models Brands Must Master to Lead in Culture (Not Just Market in It) Culture moves everything. It drives how people see themselves, who they connect with, and what they buy. It shapes language, aesthetics, rituals, desire. From Kendrick Lamar’s Super Bowl show to Bad Bunny’s Puerto Rican manifesto in album form, culture isn’t riding shotgun—it’s driving the whole car. By Roberto Ramos - Group President, Chief Transformation Officer at Culture + Group & CIEN +
Northgate González Market names Orci Advertising as Agency of Record
Orci, the Independent Hispanic-first full service agency, has been named agency of record by Northgate González Market, one of the largest Hispanic supermarket chains in the U.S. which is also proudly family-owned. The appointment was made in late 2024, with kickoff happening this past January. Orci replaces New York-based marketing agency Monks, which was previously known as Media Monks.
Reaching LGBTQIA+ Consumers with Interactive and Targeted Advertising Strategies
LGBTQIA+ audiences are bullish on interacting with brands through digital advertising and social media, according to Horowitz’s recent report, State of Media, Entertainment, and Tech: FOCUS LGBTQIA+. This annual study found that LGBTQIA+ consumers are more likely to engage with interactive and targeted advertising.
Nueva Network adds to Leadership Team
Nueva Network has announced that Jose Mateo has been promoted to President of Sales for Terrestrial Radio and Digital Media, and Jim Lyke has joined as Senior Vice President of Sales and Business Development.
Measuring Loyalty Marketing
Loyalty marketing is a big business and increasing in importance. Loyalty marketing rewards customers for their repeat purchases or interactions with a brand. Think about airlines, hotels, and quick-service restaurants. Loyalty marketing programs are offered by national brands and local ones, like a neighborhood pizza shop.
Why the Work of the Immigrant Archive Project is More Important Now Than Ever
In a time when the contributions and struggles of immigrant communities are being systematically erased from public consciousness, the Immigrant Archive Project (IAP) stands as a powerful counterforce—preserving the stories that define America’s rich and diverse narrative. The IAP, the leading oral history project documenting the modern immigrant experience, is more than a repository of memories. It is an essential safeguard against the dangers of historical erasure, and its work has never been more crucial than it is today. By Tony Hernandez - Founder of The Immigrant Archive Project
Retail Sales Data Shows Consumers Are ‘Apprehensive’ Despite ‘Healthy’ Economic Fundamentals
Data released by the U.S. Census Bureau showed modest month-over-month retail sales growth in February amid consumer worries over inflation and Washington policy decisions, National Retail Federation Chief Economist Jack Kleinhenz said.
