Marketing
Why First-Party Data Is Critical for Personalization (and Why Syndicated Data Alone Won’t Cut It Anymore)
In the age of hyper-connected customers and rising expectations, personalization is no longer a nice-to-have—it’s a baseline requirement. Brands are expected to understand who their customers are, anticipate their needs, and deliver the right message at the right time, through the right channel. And to do that, the kind of data you use matters—a lot. By Monique De La Rosa - Translating complex data into actionable, experience-led solutions -- architecting Personalized Interactions with Storytelling ... where Data Talks & Strategy Speaks
Why Sacrificing Channel Expertise Can Lead to a Vicious Cycle of Diminished Performance – Cutting costs or cutting corners?
The conversation between CMOs and CFOs has become increasingly focused on cost efficiency. Faced with rising scrutiny on budgets, many CFOs are questioning the value of maintaining multiple specialized agencies and advocating for consolidation to reduce fees. For CMOs, this creates a dilemma: How can they justify the need for channel expertise when every dollar is being watched?
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.
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.
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
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.
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 +
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.
Need to know: What is share of voice?
How many ads do people see every day? It’s a hard number to pinpoint, and even harder to figure how many they actually pay attention to, but one thing is for sure: brands that stand alone in the spotlight are easier to notice than those sharing the stage with dozens of their competitors.
Scaling a Digital Agency: When to Expand, Outsource, or Automate?
Scaling a digital agency is both an exciting opportunity and a complex challenge. As demand grows, agency leaders must decide when and how to expand while maintaining efficiency, profitability, and service quality. The key question is: Should you hire in-house talent, outsource to specialized partners, or invest in automation? Each approach has its advantages and trade-offs, and choosing the right one depends on your agency's goals, budget, and operational needs.
The Modern CMO: Driving Transformation in an Era of Complexity
Adapt or become irrelevant. That's the harsh reality facing today's CMOs. In a marketplace defined by rapid technological shifts, evolving customer expectations, and relentless competition, marketing leaders are no longer just responsible for brand awareness — they're accountable for driving growth, building trust, and transforming their organizations from the inside out.
Marketers Innovation at the Speed of Success
An ancient Chinese proverb counsels its audience that "when the winds of change blow, some people build walls and others build windmills." Innovation thus necessitates the ability to recognize such changes in real time, the courage to eschew defensiveness in the face of them, and, indeed, the wisdom to discern the opportunities lying nascent in them, as well as the creative adaptability to capitalize on those opportunities.
Beyond the Legacy Agency Model: How to Chart the Right Course
Plenty has been said about the current client-agency dynamics. I know, you don't care that much, but those of us who have paid attention for so long know we are sick.
The Future of Marketing in a Multicultural America
The United States is continually growing into one of the most diverse nations in the world. By 2050, the White population is projected to decline to 46%, while Hispanic and Asian populations are expected to rise significantly (Kipnis et al., 2019) . These demographic shifts are fundamentally reshaping society and the marketplace. This challenges marketers to adapt their strategies. In a multicultural society, marketing must no longer just be about selling products; although from a revenue perspective, corporations will have to incorporate inclusivity and diversity to keep up with the dramatic demographic transition (Mueller, 2008). It is important to recognize and embrace the unique identities and needs of diverse populations. Brands or companies that fail to engage with diversity risk the potential of alienating segments of their target audiences and becoming obsolete. A multicultural society is transforming marketing practices in the United States by reshaping consumer identity through diverse demographics, emphasizing the role of cultural values in consumer behavior, and the need for inclusive marketing strategies. These shifts will require marketers to develop a deeper understanding of their audiences. By Kristina Simon - Florida State University
5 things to know about tariffs
Retailers strive to deliver a wide selection of affordable products every day to their customers. However, they also rely on products imported throughout international supply chains to offer American consumers high quality goods at a variety of price points. As policymakers consider a number of trade proposals, it’s important to know the significant impact tariffs will have on retailers, consumers and the U.S. economy.
How Authenticity Drives Business Growth in Hyper-Aware Markets [PODCAST]
In this episode of The New Mainstream Podcast, Maribel Lara, Founder of Beget Love Consulting, shares insights on her journey into entrepreneurship and how authenticity can help brands thrive, even when faced with challenges.
