Marketing
ACENTO Codes Culture Into AI
As the marketing world races to embrace artificial intelligence, one agency is slowing down, just long enough to ask a critical question: Who, exactly, is teaching AI what culture looks like?
AM/FM radio and podcasts are “Touchpoints” [VIDEO]
A major new study from Effie released this year at the prestigious Cannes Advertising Festival named AM/FM radio and podcasts as deserving of the “Super Touchpoints” effectiveness honor. Click below to watch a 15-minute video of Pierre Bouvard, Chief Insights Officer of the CumulusMedia
Why Sports Teams Are Becoming Media Companies (And What It Means for Brands)
The pattern? Sports teams are no longer just rights holders. They're media companies. And it's changing how brand partnerships work. By Leopoldo Garcia - Brand Partnership & Business Development Director
The “general market” isn’t general anymore.
It’s Culturally Fueled™: complex, dynamic, and powered by people who’ve redefined what influence looks like. By Lisa Torres - Founder & Principal, The LIT Group Co.
Is the Glass Half Full or Half Empty for Working Latinas in the U.S.?
As a multicultural marketer, I am always reviewing how to reach different groups. As a Latina executive, I’m particularly interested in the evolution of spending power. National Latina Equal Pay Day, which was Oct. 8th, seems like an ideal time for an assessment. By Karla Fernandez Parker
Integration not scale is key to media success
Big multinationals can no longer rely on being big multinationals to secure advantage when it comes to media. Instead, they need to build in-house capabilities and connections says Tom Ashby, Global Lead, Media Services at WFA.
What’s a marketing measurement mistake you often see?
Three weeks ago, I had dinner with 20 CMOs here in San Francisco. One of them turned to me and asked: "What’s the biggest mistake you see in how companies measure marketing?”
Bridging Culture and Commerce in Multicultural Marketing [PODCAST]
On this episode of The New Mainstream podcast, Liz Pedraza, Director of Hispanic Marketing at Pinnacle Advertising and President of CIMA Advertising, explores how multicultural insight, data, and authentic storytelling create measurable business impact for brands.
Broadcasting for Better Heath
Healthcare goes beyond the doctor’s office, it’s about connection, convenience, and trust. One online healthcare brand ran a multimedia advertising campaign to build awareness for its Pharmacy and Healthcare services, with AM/FM radio playing a key role across eight major U.S. markets. Backed by Katz’s pre/post research, the campaign proved that radio isn’t just heard, it’s felt, driving real lifts in brand familiarity and positive perception.
LATAM vs US Hispanic ……
I often hear founders from LATAM say their U.S. expansion strategy is to “target the Latino market.” By Ale Winter - Building Innovation Hubs | Global Program Designer | Startup Expansion & City Growth Strategist
The Pitfall of Performative Marketing: Why Many Brands Miss the Mark During Hispanic Heritage Month
Every September, brands launch Hispanic Heritage Month campaigns filled with vibrant visuals and bilingual copy. Yet many of these campaigns fall flat with the very audience they aim to celebrate. The reason: performative marketing, surface-level nods to culture rather than meaningful and trust-building engagement.
How Hispanic Aspiration, Family, and Resilience Shape a Brighter Future
The Hispanic dream is a force of optimism and transformation—rooted in the pursuit of family security, financial freedom, generational progress, and sustained by resilience and adaptability. By Maria Lucia Parra - I am a bilingual Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives, as “one size does not fit all”.
Calancha Consulting Group launches in Puerto Rico: A New Strategic Communications, Creative and Media Consultancy for U.S. Hispanic, Caribbean, and Pan-American Market
With the mission to transform how brands connect with multicultural audiences, Calancha Consulting Group (CCG) announces its official launch in Puerto Rico. Led by its CEO and Founder, Carlos A. Calancha Figueras, CCG emerges as a strategic communications, creative, media, and digital influence consultancy designed to offer more agile collaboration, tailored solutions, and measurable results for brands seeking to stand out across Puerto Rico, the Caribbean, and the United States.
Trust and Transparency in the Digital Age: What Matters to U.S. Hispanics
In a world where digital platforms mediate almost every interaction, trust has become the currency that decides whether people lean in or walk away. For U.S. Hispanics, who are among the most digitally engaged groups in the country, the expectation for transparency is especially high. They know when brands are authentic, and they know when they are not. By Sylvia Vidal - Consumer Insights & Strategy Consultant | Latin America Market Expert | Multicultural Marketing Leader
Data Behind the Beat: Visa data reveals Bad Bunny’s Puerto Rico Residency drove double-digit spending growth
The entertainment industry is entering a new era where music isn’t just a cultural force — it’s an economic engine. Large-scale concerts, superstar tours, and now high-profile residencies are reshaping tourism, boosting local economies, and putting cities on the global map.
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.
