Marketing
Tapping the Trillion-Dollar Latino Market: A Roadmap to Build Trust for Corporate America
Latinos often take center stage during U.S. presidential election years, recognized as a critical voting bloc with the power to shape the nation's future. With over 36 million projected eligible voters, the race to win the Hispanic vote is more urgent than ever. But this community has proven to be incredibly influential beyond politics, driving progress across all institutions, particularly business. Leaders of all institutions and organizations looking for sustained growth and influence must prioritize building and strengthening their relationships with Latinos. The 2024 Edelman Trust Barometer Special Report: Business and Racial Justice highlights how crucial it is for communities to feel seen and elevated. The data shows that people are 24 points more likely to trust businesses that serve the needs of their racial community well. However, only 45% of Hispanic/Latino respondents in the U.S. feel that businesses truly understand their experiences and are committed to their growth. By Carolina Rincón Sato, SVP, Multicultural Brand.
How Brands Reignited the Olympics Advertising Competition for LA 2028
The Olympics in Paris marked the start of a journey toward a more democratized marketplace for brands looking to reach audiences during tentpole sporting events. By 2028, as the 34th Olympiad begins in Los Angeles, the games should be accessible to a much broader array of advertisers than ever before.
The Continuing Education of In-House Agencies
The proliferating number of in-house ad agencies blending creative talent, media buying, and online analytics underscores the growing need to train such agencies to keep up with accelerating demands from senior management and adapt new skillsets. Companies have learned the hard way that building these teams requires more than just slapping a name on a unit within the marketing department and pegging it as an in-house agency.
#Transcreation #MAGA #AI
We LOVE a portmanteau in the corporate world. By Gonzalo López Martí - Creative Director
d expósito & Partners unveils Cultural Dexterity positioning and its forward-thinking discourse for today’s New America.
In a fresh, bold move, d expósito & Partners, LLC today unveiled its differentiated positioning “to help brands reach and conquer the New American Mainstream.” Anchored in its U.S., Hispanic-centric roots, the ad agency’s innovative positioning takes into account the major economic force of the U.S. Hispanic Market — at 62M consumers with a contribution of 3.7 Trillion to the national GDP —, while ambitiously reaching far and beyond to capture a unique space in the minds of consumers and achieve success for brands in the cross-cultural intersections of a new economy.
Unlocking Purchase Power Across Ethnicities and Generations Through the Accurate Portrayal of Women and Girls [REPORT]
Regardless of country, gender, race, ethnicity or generation, consumers perceive gender inequality as one of the moreurgent global issues of our time. While 94% of consumers around the world believe that achieving gender equality holds personal importance to them1 and 81% have a hopeful outlook on gender equality, the negative impacts of gender inequality continue to reverberate around the globe.
The Multicultural dilema
I asked ChatGPT 4.0 to define Culture and here is what the A.I. Gods say about culture: Culture refers to the shared beliefs, values, customs, behaviors, and artifacts that a group of people use to interpret their world and interact with others. It encompasses language, traditions, social norms, art, music, food, and rituals, shaping how individuals identify themselves and relate to their community. Culture influences people’s worldview, communication, and behavior, often passed down through generations. By Xavier Mantilla
Why Joining the Pro-Voting Movement is Good for Your Business
Voter turnout in the 2018 midterm elections was the highest of any midterm election in the last century. One of the contributing factors? Vast numbers of companies encouraged both their employees and consumers to show up and vote. Fast-forward to the strange times we are living in, and a much larger election: how is your company or agency approaching the topic of voting when it comes to your employees and/or consumers?
the year of impact 2025 MEDIA TRENDS [REPORT]
Media is increasingly driven by sophisticated algorithms, becoming 100% addressable, 100% shoppable, and 100% accountable. For 15 years, dentsu's annual media trends report has been the industry's most sought-after trend forecast. Download the 2025 edition to prepare for the many opportunities to drive impact in the algorithmic era.
2024 Work Relationship Index Expectations of work have changed [REPORT]
The modern workforce is made up of billions of people, each of whom has a specialized and unique relationship with work. But work is not really working right now. While leaders and employees’ expectations for work have continued to change, work itself has not. Over the past year, the world’s workspaces, company culture, tools, and leadership styles have not yet evolved to keep pace with workers’ newfound needs. This year’s HP Work Relationship Index (WRI) uncovers that to improve the world’s relationship with work, our attention should be on the worker – a worker who wants to be treated as an individual, rather than simply as part of a collective workforce. Put simply: To improve society’s relationship with work, the future of work needs a fundamental shift. This was a presentation at the 2024 Association of National Advertisers Master's in Marketing Conference
52% of Senior Marketing Leaders Can Prove Marketing’s Value and Receive Credit For Its Contribution to Business Outcomes
Only 52% of CMOs and other senior marketing leaders said they were successful in proving the value of marketing and receiving credit for helping meet enterprise objectives, according to a survey by Gartner, Inc.
#NoSabo Kids: A Latino Gen Z Movement 200 Years in the Making
In recent years, a curious trend has gained momentum among Hispanic gen Zers: the #NoSabo Kid movement. It has manifested primarily on social media platforms, namely TikTok and Instagram — and it has gained the attention of mainstream news outlets nationwide. The movement speaks to young Latinos' individual and collective identities, both cultural and generational, and the central role the Spanish language plays in their feelings of self-esteem and their quest for self-actualization. More importantly, it reflects their commitment to staying connected to Latino culture even though, simultaneously, they are often made to feel lesser-than as many in our own communities criticize them for any fumbles made when speaking Spanish. Let's unpack this phenomenon.
Media Reactions 2024 U.S. insights [REPORT]
Discover key U.S. insights on the top-ranking media brands and channels and learn how to navigate today’s complex media environment.
The State of the Hispanic American Consumer 2024 [REPORT]
With Hispanic Americans making up nearly one-fifth of the US population, understanding the evolving behaviors, preferences, and economic impact of Hispanic-American consumers is crucial for marketers aiming to effectively engage this influential and growing demographic. The 2024 MRI-Simmons report provides essential insights to help businesses navigate and strategize based on these trends.
Cultura Decoded: Redefining Hispanic Heritage [REPORT]
Hispanic Heritage Month may have ended, but the power and influence of the Hispanic community continue to shape our culture. I'm excited to share with you our latest report, where we analyzed 400K digital conversations from the Hispanic community, to explore evolving perceptions of cultural heritage. The study reveals how heritage is deeply intertwined with identity, connection, and resilience, far beyond just food and music.
The Advertising Media Spend – H1 2024 [REPORT]
According to Nielsen’s 2024 Annual Marketing Report, 72% of global marketers expect their advertising budgets to increase in the year ahead. But more media spend means more competition in an already competitive media landscape where consumers are accessing more media, across more platforms than ever before.
Explorando la mentalidad puertorriqueña actual [REPORT]
Un estudio sindicalizado y herramienta, que permite a las marcas comprender las audiencias en términos de uso de medios, compra de productos, uso de servicios y variables actitudinales. Permitiendo crear perfiles de consumidores por variables psicográficas y estilo de vida.
The Evolution Toward Permissioned Data
The advertising industry has been captivated by the notion of "signal deprecation" for a while now. This term, in my view, misses the point. We are not witnessing the death of signals or the loss of something valuable. Instead, we are seeing its evolution — specifically, the evolution toward permissioned data.
Embracing Heritage: What It Truly Means to Be Hispanic in America
As Hispanic representation in the United States grows, it becomes increasingly important to understand this community's diverse experiences and values. According to Pew Research, 45% of Hispanics living in the U.S. are third-generation, making it crucial for brands and organizations to recognize the evolving identity of this vibrant audience. But what does being Hispanic mean to those who live it daily? By Maria Lucia Parra - I am a Bicultural Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives as “one size does not fit all”.
New (and Old) Tips on Pitching
It’s an odd marketplace for agency services right now. The marketing services industry that was hit so very hard by the pandemic came roaring back to life with record hiring and wild staffing shortages. Clients are still often working remotely and disruptions to routines (children and teachers getting COVID, work from home, etc.) continue. And now the economy is in a truly odd place with fears of a recession and inflation and yet full employment. Businesses need to move forward, and agencies can’t afford to shelve new business efforts. Business development is every bit as important as it ever was.
