Marketing
A New Branding Framework: The 5Bs
The fundamentals of modern branding and brand-building can be captured in the intertwined 5Bs, a new branding framework.
ONLINE SELF-ASSESSMENT FOR CMOs TO CALIBRATE, MAP AND EVOLVE AI-POWERED MARKETING TEAMS, PROCESSES AND PLATFORMS
The CMO Council announced a new thought leadership program with Zeta Global aimed at engaging senior marketers in a benchmarking process to determine their company’s level of digital marketing maturity, organizational capacity and performance predictability.
Have you been influenced yet? What the first IPA Influencer ROI study reveals
A new report from the IPA shines light, for the first time, on the effectiveness of Influencer marketing. Irina Cotovici, Director of Analytics, shares her thoughts on the analysis which will become a ‘go-to’ benchmark for the foreseeable future.
Cultural Authenticity as a Competitive Edge
Latin America is one of the most diverse and dynamic regions in the world. Each country carries its own blend of traditions, languages, music, and identities, yet consumers across the region share one common expectation: they want to see themselves reflected in the brands they choose. Authenticity isn’t just appreciated, it’s demanded.
Latest Economic Report Reveals Persistent Wealth Gap for Latinas Despite $1.3 Trillion Contribution to U.S. Economy [REPORT]
On Latina Equal Pay Day, LatinoProsperity released a landmark report, Latina Wealth in America: Breaking Barriers, Building Futures, exposing persistent barriers tied to the depth of the Latina wealth gap.
Predictions 2026: Marketing Agencies Resign Their Agency
Once singularly focused client partners, marketing agencies are forgoing their franchise to act as agents on behalf of clients. Instead, they will become marketing purveyors that operate across several business modes: vendors that execute programs; merchants that resell software and media; affiliates that contribute capabilities to larger, matrixed organizations; and partners that deliver client-centric marketing services. With each consolidation, acquisition, or PE investment, marketing agencies’ vision moves further away from being providers of agnostic services and creators of culture to purveyors of enterprise platforms and orchestrators of strategy and execution. Put simply, your agencies will no longer act solely as your agents but also as owners of products/solutions, resellers of technology partnerships, and developers of emerging capabilities.
ANA Bolsters Inclusive Marketing Practice with Launch of SeeAll Marketing Alliance
The Association of National Advertisers (ANA) announced the creation of the SeeAll Marketing Alliance (SAMA), an evolved Inclusive Marketing practice that will help brands accelerate unlocking new pathways to growth through inclusive marketing by connecting with each and every consumer. SAMA brings together the collective power and expertise of ANA’s existing inclusive marketing entities including the Alliance for Inclusive and Multicultural Marketing (AIMM), SeeHer, and the ANA Multicultural practice under a unified umbrella. Together they will deliver an expanded range of offerings to help marketers and their partners authentically represent and connect with each and every consumer with the goal of converting to brand sales and growth.
Tariffs at the Checkout: How U.S. Consumers Are Reacting to Price Pressure
Most U.S. consumers believe they are shouldering the cost of tariffs, and many are changing what, where and how they shop. L.E.K. Consulting’s research shows that nearly half are already paying more than they think is acceptable, with apparel, durable goods and beauty products most at risk.
In the gen AI economy, consumers want innovation they can trust
Deloitte’s 2025 Connected Consumer Survey reveals that, by pairing strong data responsibility with bold innovation, tech companies can win greater trust, loyalty, and spending
ANA Unveils Winners of the 2025 Multicultural and Inclusive Marketing Excellence Awards
The Association of National Advertisers (ANA) announced the winners of the 2025 Multicultural and Inclusive Marketing Excellence Awards, honoring brands that are embracing the full spectrum of consumer identities and embedding inclusive practices to drive measurable impact—achieving both market expansion and brand loyalty. The awards span 20 categories such as Experiential Marketing, Rising Multicultural Segments, Hispanic, Data and Measurement Excellence, People with Disabilities and Neurodivergent Communities, African American, and includes a Best in Show. The awards were presented at an evening gala event during the ANA Multicultural & Inclusive Marketing Conference in Carlsbad, CA.
AD Club of NY Innovator: Michael Roca
As Executive Director of Omnicom Media Group’s Cross-Cultural Center of Excellence, Michael Roca helps Fortune 500 brands unlock growth through culturally relevant media strategies that deliver measurable results. He has partnered with industry leaders including Diageo, Google, and P&G to authentically engage diverse consumer segments—driving brand equity, loyalty, and ROI.
HMC Unveils New Study on U.S. Hispanic Beauty and Skincare: Belleza Latina Young Latinas have shifted from high-glam ideals toward a more natural skincare approach that blends cultural heritage with global influence
Skincare is taking center stage for U.S. Latinas. According to a new Hispanic Marketing Council (HMC) study, Belleza Latina: Uncovering What’s Shaping U.S. Hispanic Beauty & Skincare, nine in 10 Latinas ages 18 to 34 say clear, healthy skin is extremely important to them. In fact, 56% say their skincare routine is a source of confidence, and nine in 10 indicate they will pass on their beauty rituals to younger family members. And, when it comes to makeup, these young women are opting for a more simplified look, but 76% tap into the Latina “beauty trinity” of defined brows, lashes, and lips.
AD Club of NY Icon: Gilbert Davila
Gilbert Davila is one of the most sought-after experts on growth segment marketing in the United States today. He has spent the last 25 years working as a senior corporate marketing executive and multicultural market expert at: Procter & Gamble; Coca Cola USA; Sears, Roebuck and Company; and The Walt Disney Company. In addition to these achievements, his Board membership includes Banner Health, Arizona from 2005-2025, ANA’s AIMM since 2018, Cracker Barrel since 2020, and the Los Angeles Alliance Foundation, Los Angeles, CA since 2022.
Cross-media ad strategies are evolving—Here’s what’s missing in your ROI equation
With consumers engaging with content across more channels than ever before, optimizing spend is critical to ensure you’re reaching your audience where they are. Yet a significant hurdle remains: the fragmented nature of media investments and the resulting measurement challenges. This fragmentation makes it harder to get a unified view of return on investment (ROI), leaving many advertisers struggling to understand the true impact of their campaigns.
CFOs and B2B Marketers Are Aligned on Growth, But Not on Brand
In B2B companies, CFOs and marketers are often at odds over brand. Marketing leaders push for investment in awareness, storytelling, and reputation-building, while finance executives question the tangible return on those dollars.
Most sponsorship proposals fail because they’re sales decks, not stories.
Too many rightsholders still lead their proposals with what they have to sell — logo placements, hospitality, social media slots. But brands don’t buy assets. They buy outcomes.
THE LATINO ROI in 3.5 hours of authenticity, passion & CULTURE:
Amazon reported gains of over 250,000 new Prime subscriptions following the global livestream of Bad Bunny's final concert in his Puerto Rico residency on September 20, 2025. By Jennifer Wynns, M.A. - Vice President of Digital & Multimedia Sales, US| Data Driven| Solutions Catalyst| Consultant| DEI Advocate
Incrementality vendors love to tell you: “Run another test. Validate another model.”
Incrementality vendors love to tell you: “Run another test. Validate another model.” But at what point have you run enough tests to actually make a decision? And the moment you finish that validation cycle, the environment has already shifted. Economic conditions change. Consumer behavior changes. Competitors change. So is your Chicago holdout test really the right answer for your national strategy? Is that
𝗪𝗵𝗮𝘁 𝗦𝗵𝗼𝘂𝗹𝗱 𝗕𝗲 𝗢𝗻 𝗬𝗼𝘂𝗿 𝗣𝗶𝘁𝗰𝗵 𝗗𝗲𝗰𝗸? (Based on What Has Worked for Successful Startups)
𝗪𝗵𝗮𝘁 𝗦𝗵𝗼𝘂𝗹𝗱 𝗕𝗲 𝗢𝗻 𝗬𝗼𝘂𝗿 𝗣𝗶𝘁𝗰𝗵 𝗗𝗲𝗰𝗸? (Based on What Has Worked for Successful Startups). Every founder I coach asks me this question at least once.
Hyundai Launches ‘Elevating What’s Next’ Campaign for the 2026 Palisade Hybrid SUV
Hyundai Motor America, in collaboration with Lopez Negrete Communications, has unveiled a new marketing campaign.
