Marketing
FOR THE CULTURE: How Multicultural Gen Z Creators Are Shaping Brand Narratives. [REPORT]
We are excited to share the launch of our new five-part cultural intelligence report, The Omnicultural Series. This series explores the rise of the Omnicultural segment: who they are, how they behave, and, most importantly, what this evolution means for brands and business opportunities, along with other key insights shaping today’s cultural landscape.
Where is your agency in the agency supermarket?
Many agencies forget about a critical element of brand positioning when it comes to their own brand. Just what kind of agency are they positioning? This important gap results in agencies missing out on business opportunities daily.
Bigger than Valentine’s Day: How Hispanics lead with Emotional Intentionality
14% of Hispanics say Valentine’s Day is the holiday they spend the most money on - nearly 2x the total population. The question is ... why? By Mike Black - Chief Growth Officer at Collage Group.
The Faces we choose to See.
Every now and then, something happens that jolts us — a cruel image, a careless remark — and suddenly we’re reminded that the work of empathy is never finished. It’s in those moments that we see how fragile our progress can be, how quickly the thin layer of civility can crack. By Luis Miguel Messianu
Advertising us Showmanship: Rediscovering the Power of Entertaining Ads
Somewhere along the way, marketing started measuring the wrong thing. By Diego Usai - Marketing Analytics
Telemundo Delivers Most-Watched Super Bowl in Spanish-Language Broadcast History
Telemundo delivered the most-watched Super Bowl in Spanish-language broadcast history, delivering 3.3 million total viewers, marking a milestone moment for Spanish-language television while solidifying the network’s leadership in live sports. The game topped the prior Spanish-language Super Bowl record by +47%, ranking as the highest-rated non-soccer sporting event in Spanish-language television history, according to Nielsen.
Immigrants’ Recent Effects on Government Budgets: 1994–2023. [REPORT]
Recent increases in immigration have rekindled concerns about their effects on government budgets. This paper updates a model of these effects first developed by the National Academies of Sciences, Engineering, and Medicine (NASEM) to shed light on how immigrants, both legal and illegal, and their children affect government budgets. This analysis is the first to estimate the cumulative fiscal effect of immigrants on federal, state, and local budgets over 30 years.
135.4 million people watched Bad Bunny lead the Super Bowl halftime show. The largest audience in halftime history.
The “Benito Bowl” wasn’t just a cultural moment; it was an economic declaration. On the world’s biggest stage, Benito embodied Seguimos aquí (“We’re still here/We aren’t going anywhere”), showing that Latino culture unites millions across the Americas—together, we are América—and drives markets. By Gaby Alcantara Diaz - Semilla Agency
What the Immigrant Archive Project Has Taught Me
When I launched the Immigrant Archive Project, I thought I was building an archive. What I didn’t fully understand was that I was also building a mirror. By Tony Hernández - Documentary Filmmaker & Oral Historian Preserving family, founder, and cultural legacy
Super Bowl LX (2026): A Multicultural Lens on Representation, Relevance, and Retreat
The Super Bowl as America’s Cultural Barometer: The Super Bowl is the most expensive—and most revealing—mirror of American culture. Beyond a showcase for products or creative ambition, it signals who brands believe America is, who they choose to see, who they quietly leave out, and which audiences truly matter. It remains the single most powerful stage for inclusive storytelling, now rivaled only by the year-long cultural force of the World Cup. By Liz Castells-Heard, CEO & Chief Strategy Officer, INFUSION by Castells
Explaining WHY the NFL decided to have Bad Bunny headline the Super Bowl Halftime Show [FABULOSO !!!!]
Just received these examples of people on Instagram explaining WHY the NFL decided to have Bad Bunny lead this years Super Bowl Halftime show. I hope there are many more, just the facts.
THIS ISN’T A HALFTIME SHOW. IT’S A GROWTH STRATEGY
The National Football League (NFL) putting a global Latino superstar on the biggest stage in America isn’t about vibes. It’s about growth, relevance, market share and good business. By David Chitel
Bad Bunny, When a Halftime Show Is More Than a Halftime Show. [REPORT]
Bad Bunny’s selection as the Super Bowl halftime performer raises practical questions for brands. Does his presence drive awareness and help sales? Does featuring an outspoken Latino performer during the nation’s largest sporting event, at a time when Latinos are at the center of immigration raids, inject politics into brand marketing? Can a joyful, dance-driven reggaeton performance help change the narrative and connect with the broader market? By Roy Eduardo Kokoyachuk
Critical Thinking and Communications
One of the problems we face in the communications business is a lack of time. The unfortunate byproducts are poorly worded, misguided and often reactionary messages. Making matters worse, communications often reach large and easily impressionable audiences. By Michael Barry, MBA, CNP
Marketers: Rebrand vs Refresh: What’s the Difference?
At some point in every marketer’s career, this conversation shows up: “Do we need a rebrand… or just a refresh?” By Natalia Velandia - Bilingual Marketing & Brand Leader |
The Truth About Principal Media
Principal media, the practice of reselling media inventory at an undisclosed margin, is controversial. Critics claim that conflicts of interest nullify the agency/advertiser partnership and raise concerns about the quality and strategic alignment of media impressions. On the other hand, evangelists tout cost reductions that business leaders can’t ignore. The truth about principal media is that it’s a business necessity for agencies, advertisers, and publishers grappling with revenue and budget uncertainty.
In 2026, Trust is the new currency in Hispanic Marketing
In today’s political climate, marked by immigration uncertainty, economic pressure, and cultural fatigue, Hispanic consumers are paying close attention to who shows up consistently and which brands appear only when it suits them. By Aldo Quevedo - CEO, Creative Chairman @ BeautifulBeast
The Edelman Trust Barometer [REPORT]
The 2026 Edelman Trust Barometer landed this week, and the shift it highlights feels important for anyone working in communications.
2026 Outlook Study Forecasts 9.5% Growth in U.S.Ad Spend
Amid the industry's rapid transition from AI experimentation to scaled execution, the Interactive Advertising Bureau (IAB) released its annual 2026 Outlook Study, "A Snapshot into U.S. Ad Spend, Opportunities, and Strategies for Growth." Based on insights from more than 200 brands and agency buyers, IAB's study forecasts 9.5% year-over-year growth in U.S. ad spend, accelerated by major cyclical events and a clear shift toward performance-led strategies and the increasing use of agentic AI in shaping how marketing decisions are planned, activated, and optimized.
One thing I keep seeing across organizations right now ……
Growth decisions are getting more conservative but not more effective. By Lisa Torres - Founder & Principal, The LIT Group Co.
