Marketing

2025: A Transformative Year for Multicultural Marketing

As the clock ticks toward 2025, a pivotal year emerges for multicultural marketing. In a landscape shaped by diverse audiences, new challenges, and shifting priorities, the stage is set for both disruption and opportunity. 2025 holds the promise of redefining how brands connect with America’s diverse consumer base—an engagement critical for long-term growth and success.  By Jose Villa - Advertising Executive, Entrepreneur, Cross-cultural & Marketing Strategist

Global Advertising Forecast Projects 9.5% Growth in Total 2024 Advertising Revenue [REPORT]

GroupM, WPP’s media investment group, published the topline findings of its End-of-Year Global Advertising Forecast for 2024. The report, which analyses advertising investments over the last 12 months and shares projections for 2025 and beyond, finds that strong performance of the largest sellers of advertising and increased digital expansion have propelled growth in global advertising investment to 9.5% this year. The industry will surpass $1 trillion in total revenue for the first time in 2024 (excluding U.S. political advertising) and grow another 7.7% in 2025 to reach $1.1 trillion.

Media Innovation to Propel the Global Ad Market Towards the Trillion Mark

The winter update of MAGNA’s “Global Ad Forecast” reveals that media owners’ net advertising revenues (NAR) reached $933 billion in 2024, growing +10.3% over 2023. This is in line with MAGNA’s mid-year prediction (+10.0%) and a significant acceleration on the global growth recorded in 2023 (+6.4%). +10.3% is the strongest growth rate observed by MAGNA in 25 years (excluding the post-COVID surge in 2021 of +23%).

Do Marketers Have the Time & Resources to Boost Efficiency and Performance?

According to a recent McKinsey & Company study, marketers believe that they are being asked to "do more, with less." Further, many survey respondents feel ill-equipped to deliver on the expanded expectations of the marketing departmen

Advertising Is Being Lost in Translation

On the surface, Sofia Coppola's Lost in Translation is about two foreigners navigating a place where they don't speak the language. However, the real message is that even when people share the same words, the real meaning can still be lost as it is translated into different personal contexts.

Gen Z Latinas and Beauty: The Impact of Culture, Tradition, and Social Media

As the beauty and skincare industry evolves, it increasingly reflects the diverse cultural landscape among consumers. Latina skincare highlights the unique blend of tradition, culture, and modern influence that shapes beauty routines across generations. Latina beauty practices are deeply connected to cultural identity, family traditions, and a growing interest in natural, evidence-based skincare solutions. Social media platforms such as Instagram and TikTok have brought a renewed focus on Latina skincare, influencing younger generations like Gen Z. This article explores how culture and social platforms influence consumer behavior and product preferences, offering insights for brands looking to engage with this dynamic and influential group.

The real cost of business abandoning inclusion

Following Walmart and others’ withdrawal from DEIB initiatives, consultant Lisette Arsuaga explains how these businesses are out of sync with real Americans’ expectations.  By Lisette Arsuaga, Co president and co CEO

ANA EDUCATIONAL FOUNDATION encourages Giving Back to Marketing Industry’s Next Generation

Kicking off on GivingTuesday and through the end of the year, the ANA Educational Foundation (AEF) is doubling down on donations for its University Membership Program. The ANA Educational Foundation’s Give the Gift of ANA University Membership program allows organizations to donate an ANA membership to a school of their choice. These memberships enable both professors and students to tap into the vast network of industry programs, speakers, and curricula that the ANA and the AEF offers academia and future talent.

Latino Wealth Journey [REPORT]

The biggest opportunity within the wealth accumulation journey for Hispanics/Latinos lies with Emerging Affluents, according to a new report The Latino Wealth Journey: Understanding How to Expand Multigenerational Wealth Accumulation from Morgan Stanley’s Institute for Inclusion (NYSE: MS) and Hispanic Executive.

The Long Tail of the Advertising Business

To remain relevant — and profitable — agencies must regularly reevaluate their offerings to ensure they are optimizing the dynamics of the long tail of the advertising business.

Rolling Back DEI Initiatives

I considered writing a think piece on what Walmart rolling back its DEI initiatives means, but as I started, it hit me: they were never really about DEI.  By Mario Xavier Carrasco / ThinkNow

25TH EDITION OF HMC HISPANIC MARKET GUIDE: A comprehensive Playbook to help Marketers STOP Latino Coating & Reach Hispanic Market with Authenticity [DOWNLOAD GUIDE For Free]

On the heels of launching its #STOPLATINOCOATING campaign, the Hispanic Marketing Council (HMC) has released its highly anticipated 2024 Hispanic Market Guide as a roadmap to help marketers effectively and authentically connect with U.S. Latinos, currently positioned as the fifth largest global economy. This year marks the 25th edition of the market guide, which has served as a valuable resource for the industry and a vehicle for helping brands tap into the Hispanic opportunity.

CMO: Facing extinction or adapting?

In many ways, the modern CMO is a bridge-builder and collaborator—a far cry from the rockstar CMOs of yesteryear.

The Challenges and Opportunities of Inclusive Marketing in a Polarized Context

How inclusive brands can mitigate risk and thrive by embracing their role, representation, and resonance

Marketing is dead. Advertising is deader. Long live growth hacking? Part 2

By Gonzalo López Martí - Creative Director

• As we discussed last week, many growth hacking schemes are based on some sort of referral incentive: reward existing users for reeling in friends and family.

ANA unveils winner son 2024 Multicultural Excellence Awards

The Association of National Advertisers (ANA) announced the recipients of its esteemed ANA Multicultural Excellence Awards, which featured 17 award categories, including the Best in Show honor.

Overwhelming Consumer Support for Inclusive & Diversity Initiatives

More than 8 in 10 consumers are comfortable or neutral on inclusive marketing practices, according to a new study. In fact, more than half of consumers (56%) would support or strongly support a brand that creates ads representing all groups. In comparison, only 10% (all others were neutral) would not support a brand that creates inclusive advertising, according to a new report where more than 12,000 consumers were surveyed.

Influyente launches Marketing Agency for Multicultural Audiences

Catalyzed by strong market demand, Refuel Agency spins off new multicultural agency, driven by AI insights and a network of multicultural influencers.

POLAR Premium Beer enters US Market.

Empresas Polar, a Venezuelan food and beverage company, has officially launched its new Polar Premium Beer in the United States. Brewed at its plant in Auburndale, Florida, Polar Premium Beer captivates with its unique flavor and exceptional quality.

America’s News Influencers [REPORT]

In the heat of the 2024 election, news influencers seemed to be everywhere. Both Republicans and Democrats credentialed content creators to cover their conventions – and encouraged influencers to share their political messages. Influencers also interviewed the candidates and held fundraisers for them.