Business
You Can Succeed—Even During an Industry Slowdown
We’ve all heard the old adage: Keep marketing during a downturn, and you’ll reap the rewards when the market rebounds. Here’s proof that it’s still true—even in today’s challenging spirits industry. By Roberto Orci
The evolution of commerce media: Navigating a new era in advertising
Advertising is the industry that won’t sit still. Over the past three decades, the industry has morphed again and again. Brands once reached people primarily through mass media like TV, print, and radio, gaining precious few consumer insights. The internet changed all that with targeted and interactive campaigns online. More recently, retail media networks (RMNs) helped retailers enter the media business. Leveraging shopper and transaction data, RMNs help brands reach prospective customers through their websites, apps, and even off-site channels.
How can you approach the CFO to argue for greater investment in your brand?
The message from the fourth floor was loud and clear: “We need to reverse declining revenues.” Carol, the CMO of a medium-sized pet food brand, knows well that she needs to translate her business’s ambition into focused brand objectives for her marketing team.
d expósito & Partners celebrates its 20th Anniversary with the slogan “Let’s dex!”
With a balanced mix of joy, pride and reflection, d expósito & Partners is celebrating its 20th Anniversary. “It may sound like a big deal but what really counts is the human journey, and the greatest celebration comes from brands breaking barriers and transcending the ordinary,” says the co-founder of the agency also known as dex, Daisy Expósito-Ulla, Chairman/CEO. Founded back in 2005, on what some remember as a festive “5 de mayo,” it all happened after Expósito-Ulla had left the iconic The Bravo Group, the Young & Rubicam/WPP agency she had helped rise to the top, surpassing all standards of measurement in the Multicultural field. Within two years of unburdening herself from her restrictive non-compete obligations, she along with her husband, award-winning filmmaker Jorge Ulla, acquired a major stake in CMS Partners, an ad shop created by some of her current and former colleagues, Gloria Constanza, Fernando Fernández, Mary Miqueli and Catalina Saldarriaga. But has it been easy?
While Brick-and-Mortar Stores Closed, New Electronic Shopping Firms Created Jobs
The retail industry supports over a quarter of U.S. jobs, and according to the Bureau of Labor Statistics’ Occupational Outlook Handbook, 18% of retail salespeople in 2023 were employed by firms that sold clothing, accessories, shoes and jewelry.
The Impact of Immigration Enforcement on Hispanic Communities and Businesses
As a Hispanic agency based in Los Angeles, we’re not just observing what’s happening—we’re living it alongside our families, neighbors, clients, and colleagues. The recent immigration enforcement activity across many cities in the U.S. has disrupted lives, created fear, and sparked protest. It’s affected people where they live, work, and shop.
Latino Entrepreneurs, Mexico, and the Market Opportunity Brands Can’t Ignore [PODCAST]
In this new episode of The New Mainstream podcast, Israel Serna, entrepreneur and Partner Marketing Manager at Autodesk, shares how his work in digital education, entrepreneurship, and cross-border collaboration is reframing what it means to do business in a global, multicultural economy.
Adapt or Fall Behind: Why Flexibility in Ad Operations Is Now a Strategic Imperative
The past few years have required media executives to navigate some of the most unpredictable conditions our industry has ever seen. A CPM freefall in 2023. A $10 billion surge in political advertising in 2024. Mounting pressure to deliver faster, cheaper, better — on every screen, all at once.
Streaming Surpasses Linear – But TV Is Not Dead Yet
For the first time in the four-year history of Nielsen’s monthly TV consumption report, The Gauge, streaming has officially overtaken cable and broadcast combined. In May’s dataset, streaming captured 44.8% of total U.S. TV usage, while cable and broadcast together accounted for 44.2%, down significantly from their positions at the report’s launch in May 2021. That shift is the headline, and it’s deserved. Streaming is now the single largest format in American television consumption.
2025 Hispanic Market Overview Report – DOWNLOAD for FREE
HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2025 Hispanic Market Overview – titled “VOZ of The American Influencer”
From 2023 to 2024, the Hispanic or Latino population increased by 1.9 million; this gain was larger than the change for all other race and ethnicity groups combined.
The U.S. population age 65 and older rose by 3.1% (to 61.2 million) while the population under age 18 decreased by 0.2% (to 73.1 million) from 2023 to 2024, according to the Vintage 2024 Population Estimates released today by the U.S. Census Bureau.
The Cuban Dividend: A Refugee’s Perspective
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 known—our home, our friends, our sense of certainty—in exchange for the chance to begin again in a country that, even then, represented possibility. By Tony Hernandez
Grupo Garnier Expands Operations to Miami with the Launch of SHIFT U.S. by Grupo Garnier
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 strategy.
Language of the Heart: Code-Switching as Culture, Strategy, and Belonging
Language practices like code-switching, bilingualism, and Spanglish are completely intertwined with personal and collective identity among U.S. Hispanics; oftentimes, these linguistic practices are signals of belonging, adaptation, community building. 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
How Language Usage Influences Hispanic American Consumer Behavior
For most Hispanic Americans, language is a crucial marker of their identity. According to our research, “both the behavior and perceptions of consumers who speak more than one language might change depending on the language in which the interaction takes place”. By Hector Rodriguez & Sean Happel
Beyond Translation: How Language and the Sapir-Whorf Hypothesis Inform Hispanic Advertising
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 influences how Latino consumers behave in the marketplace, and (2) the implications of the Sapir-Whorf hypothesis. By Madison Pellicer
Mainstream Media and the Spanish Language: Change, Representation, and Expression
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 Mexico. This marked the first European-style live theater performance to take place north of the Rio Grande (Wilkinson, 2016). Since then, the media has always played a powerful role in the lives of Hispanics. By Meghan Bannister & Samantha Humphrys
The Growing Hispanic Market: From Workers to Consumers
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 and Hispanic buying power (Korzenny, Chapa, Korzenny, 2025). This implication is one that marketers must be proactive in responding to. By Samantha Humphrys
Critical Essay on Hispanic Consumer Trends in the U.S.
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. By Sofia Martinez
