Marketing

Future-Proofing Brands: The Power of Inclusive Marketing in Music and Media [PODCAST]

In this episode of The New Mainstream podcast, Robert Vélez, Vice President of Inclusive Network & LATAM Sales at Vevo, discusses how brands must proactively pursue inclusion to cultivate opportunities to connect with diverse audiences.

Hispanics are evolving and changing…my thoughts

Moving Beyond Acculturation: How Marketers Are Embracing Cultural Fluidity in Hispanic Audiences

For decades, marketers relied heavily on acculturation models to understand and target the U.S. Hispanic population. The model grouped Hispanics into categories like unacculturated, bicultural, or fully acculturated, based on their assimilation into American culture. This framework has been a long-standing tool to segment the Hispanic audience and tailor marketing messages. However, in today’s world, this approach is rapidly losing its relevance.  By Maria Lucia Parra - Bicultural Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives as “one size does not fit all”.

The Persistent Illusion of Brand Safety in Digital Advertising

It's becoming clearer and clearer that our idea of brand safety, at least in the ad world we currently live in, is an illusion at best. Some may argue that we've entered a backlash era against the concept as a whole. Whether it's the collective shoulder shrug in response to Adalytics' latest report, or the successful shutdown of GARM, it's evident our current brand safety approach isn't working.

FTC finds large Social Media and Video Streaming Companies have engaged Surveillance of Users with Lax Privacy Controls and Inadequate Safeguards for Kids and Teens [REPORT]

A new Federal Trade Commission staff report that examines the data collection and use practices of major social media and video streaming services shows they engaged in vast surveillance of consumers in order to monetize their personal information while failing to adequately protect users online, especially children and teens.

ANA Defends Ad Industry Against Claims in FTC Social Media Report

The Association of National Advertisers (ANA) today released the following statement from ANA CEO Bob Liodice responding to a range of inflammatory allegations about digital advertising in a new report from the Federal Trade Commission (FTC) on social media and streaming video services

Eighty percent of brands have concerns about agency use of GenAI

Nearly two-thirds of brand owners (63%) are already using generative AI in their marketing strategies, according to new research from the World Federation of Advertisers (WFA) but many have serious concerns about the technology.

What Can Cannes Teach Us About the Value of Transactional Data?

We're nearly two months removed from the annual industry gathering at Cannes. While the industry news has not stopped coming, it's important to take a step back and look at what took place on the French Riviera.

Rituals unlock access to consumers’ deep emotional behaviors to support meaningful brand-building

This breakthrough research examines the role of rituals in consumers’ lives, how people participate in them and why, and explores the potential opportunities that brands can unlock: 72% of consumers surveyed incorporate brands into their rituals at least some of the time, 70% are very, or somewhat, open to adopting new rituals, and 39% feel more positively toward brands that become a part of rituals, the report finds.

Hispanic Heritage Month: A Catalyst for Unity, Cultural Pride, and a Stronger America

Now that Labor Day has passed, we are quickly approaching that very unique time of year that is Hispanic Heritage Month. Why is it unique? Let's start with the reality that, while it spans a four-week timeframe, it doesn't coincide within a month. More importantly, in recent years it has been a subject of considerable debate.  By Louis Maldonado

STOP “CELEBRATING” HISPANIC HERITAGE MONTH — WE SEE RIGHT THROUGH IT!

Let’s be real: Hispanic Heritage Month is not a “campaign opportunity.”  By Victor Cornejo - Host, Tell Me Más Podcast & Multicultural/Inclusive Advertising Veteran

Political and Olympic Advertising Boost a Strong US Ad Market Further

Based on MAGNA’s analysis of media companies’ financial reports, total US ad revenues grew by +11.0% year-over-year in the second quarter. That was in line with first quarter, and in line with – slightly stronger – than MAGNA’s projection (+10.4%).

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