Marketing
Happy HHM (or not so happy?)
I don’t know about you, but Hispanic Heritage Month is just kicking off this weekend, and I’m already overdosing on all the social media posts and shallow brand celebrations. As far as I’m concerned it feels quite token for brands to opportunistically “show up” during Hispanic Heritage Month! I’m sure this feeling is shared by my African American and Asian American friends when Black History Month or Asian American and Pacific Islander Heritage Month come around, as well as my friends in the LGBTQ+ community when all the Pride brand activations and campaigns pop up out of nowhere. By Luis Miguel Messianu. - Founder-President-Chief Creative Officer MEL
Why Hope Needs to Be Key Advertising Message This Election
Watching the various online ads and campaign videos from this year's U.S. presidential election should come with a health warning.
Code-Switching in Marketing: Navigating Language & Culture to Connect with Diverse Audiences
In an increasingly multicultural world, code-switching has emerged as a powerful concept, not only in communication but also in marketing. Traditionally, code-switching refers to the practice of alternating between two or more languages or dialects within a conversation, often to adapt to different cultural contexts or social situations. In marketing, code-switching goes beyond just language—it involves navigating cultural nuances, values, and identity to connect with diverse audiences authentically. By Sylvia Vidal - Senior VP of Insights | Expert in Multicultural, LGBTQIA+ and U.S. Hispanic Research | Advocate for Inclusive Insights |Specialist in Latin American & Caribbean Markets | Qualitative & Quantitative Specialist
Latinx Awareness Has Doubled Among U.S. Hispanics Since 2019, but Only 4% Use It [REPORT]
In the long-running debates about which terms to use to describe the U.S. population with roots in Latin America and Spain, “Latinx” has emerged as a gender-neutral alternative to Hispanic and Latino, the two most popular pan-ethnic terms used today.
Celebrating the Centennial of a Giant
A very special moment happened over the weekend; one that only happens every 100 years, if one should be so lucky. Members of our Hispanic marketing and advertising industry convened to celebrate the 100th birthday of Roberto Madan. Don Roberto, as he is respectfully and affectionally called, was one of the McDonald’s early Latino owner/operators who was known for his dedication to uplifting and building communities by actively supporting entrepreneurship, the pursuit of education and other important causes.
Inclusion as Personalization: The Key to Effective Marketing
In today’s diverse world, brands that succeed are the ones that understand that inclusion is not just about representation—it’s about personalization. As consumer preferences evolve, inclusion has taken on new meaning. It’s no longer enough to show diverse faces in campaigns; consumers want to feel like brands truly understand their unique needs, values, and behaviors. At the heart of this shift lies personalized marketing, a powerful tool that transforms inclusion into a highly tailored, meaningful experience for each individual. By Sylvia Vidal - Senior VP of Insights | Expert in Multicultural, LGBTQIA+ and U.S. Hispanic Research | Advocate for Inclusive Insights |Specialist in Latin American & Caribbean Markets | Qualitative & Quantitative Specialist
Three ways behavioral science can improve marketing
Most marketers claim to have at least a passing awareness of behavioral science. However, their familiarity often begins (and ends) with the concept of “nudging” - or perhaps a handful of heuristics (such as Loss Aversion or Present Bias) that they’ve employed in the past.
ADVERTISING AS IMPRESSIONISM
I would like to present an alternative theory of how advertising works, and how we should think about the creation of advertising. I believe the advertising industry has an incomplete theory of how advertising affects people. Traditionally we have described the elements of advertising impact as a blend of logic and emotion. By Bob Hoffman
2024 Hispanic Content Report – Available for download for FREE
HispanicAd offers its annual report on key Content, Data & Social usage strategies, along with the importance of using Data strategies to engage the US Hispanic Consumer.
Hispanic Marketing Expert Lupe De Los Santos Joins HRN Hispanic Radio Network As Chief Cultural Officer
Lupe De Los Santos has joined HRN Hispanic Radio Networks as Chief Cultural Officer. Drawing on his 25 years of experience in the US Hispanic/Latinx marketing space at advertising agencies and brands, De Los Santos will help grow the HRN brand, particularly among advertisers and their agencies. He will review HRN’s Spanish-Language music and spoken word offerings and present strategic solutions that build on a program’s existing success.
Is the Agency Model Broken? [VIDEO]
If the ad agency model isn't broken altogether, it's in need of serious repair. Luckily, Matthew Schwartz is here with a POV on how brands and agencies can get back on track, ensuring both sides enjoy cost savings, more efficient work processes, and better business results.
Latinos in Sports: Powerhouse Fans [REPORT]
Sports organizations are constantly searching for innovative ways to expand their fanbases and stay ahead of the competition. The answer may lie in the rapidly growing and passionate Latino sports fan demographic.
2024 Hispanic Content Report – Available for download for FREE
HispanicAd offers its annual report on key Content, Data & Social usage strategies, along with the importance of using Data strategies to engage the US Hispanic Consumer.
Best Practices for Producing Culturally Competent Prebunking Messages for U.S. Latinos [REPORTS]
To understand how prebunking can be best harnessed for Latino communities in the U.S., the Digital Democracy Institute of the Americas (DDIA) conducted the first-of-its kind randomized controlled trial (RCT) with U.S. Latino communities.
Audience Attention Dilemma (Official) [INSIGHTS] & [INFOGRAPHIC]
The Audience Attention Dilemma is an infographic by Joshua Lowcock. The infographic was created to demonstrate that audiences and attention do not automatically equal an advertising opportunity. It attempts to explains the nuances of the decision-making process for marketers when deciding where to invest ad dollars in the digital advertising landscape.
It’s time for an agency review when….
In a perfect world, a client would never have to change agencies. We don’t live in that world.
Navigating the Attribution Fallacy: Uncovering the True Impact of Your Advertising
Does advertising work? Of course, the answer is yes. But exactly how, and to what extent, are questions that have rarely ever been answered conclusively. And so, the challenge of ‘attribution’ long predates the digital era. By Paul R. - Senior Director, Strategy & Planning
Global video game revenue to reach $257 billion by 2028, outpacing combined revenues of other media types
Global revenue from video games is expected to climb by 6% annually to reach $257 billion by 2028, stealing revenue share from other media types, according to new research by Bain & Company. The global video game market reached $196 billion in 2023, generating more revenue than streaming and box-office sales combined.
Diverse-Owned Data Delivers Programmatic Media Buying Results
Despite recent challenges to DE&I progress, the demand for inclusivity in digital media remains strong. Advertisers are waking up to the growing influence of underrepresented and marginalized groups and are looking to allocate portions of their digital media budgets to diverse-owned media platforms to better engage these groups. This approach has several benefits, like giving minority-owned businesses a seat at the table and ensuring that media dollars contribute to more equitable representation in advertising.
Inclusion is the future for brand growth
Keen to avoid the gaze of the manufactured outrage machine, marketers have been timid about investing in Diversity, Equity and Inclusion (DEI) in the past year. Kantar’s research, and that of our partners, however, indicates brand inclusion and fairness inside and outside businesses are the keys to brand growth. There is a strategic imperative to put inclusion back at the core of their brands.
