Marketing
What is the cost of cutting brand investment?
It's likely much higher than you think. By Kevin GoodwinKevin Goodwin - SVP of Strategy & Growth @ New Engen
Why Cultural Fluency Is the Industry’s Most Undervalued Growth Lever
As we enter 2026, marketing sits at a decisive inflection point. Economic pressure, unevenly governed AI adoption, political polarization, fragmented media, declining attention, eroded trust, and cultural whiplash are converging—reshaping not just how brands market, but why consumers choose to engage at all. Budgets are tighter. Performance is demanded across the full funnel. Speed and efficiency are prized. In some boardrooms, this pressure has triggered a retreat toward “safe,” generalized approaches. That instinct may feel comforting—but it is dangerously misguided. By Liz Castells-Heard, CEO, INFUSION by Castells
It’s the end of the year as we know it, and I feel fine…
Ok so I changed up the lyrics to the popular (and decades old) REM song, because its the end of a year that shaped up to be quite different than we had thought just 365 days ago. We saw many changes in the advertising world that many of us never thought could happen. Brands like JWT, Y&R, Wunderman going away was the start of what was to come. And now we see DDB, FCB and Mullen Lowe also gone. By Xavier Mantilla - Managing Director @ Cheil Worldwide | Group Account Director
A Record 159 Million Consumers Expected to Shop on Super Saturday
An estimated 158.9 million consumers plan to shop on the last Saturday before Christmas, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics. The figure is up from 157.2 million shoppers last year and surpasses the previous record of 158.5 million in 2022.
How Hispanic Diversity Comes to Life During the Holidays
In mainstream U.S. culture, Christmas is often seen as a single event centered on December 25. For Hispanic communities across the United States, however, the holiday season extends over several weeks, influenced by country-of-origin traditions, migration histories, and the experiences of living in a multicultural society. 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”.
Latinos Drive Culture & Business
American culture -and American commerce -are shaped by Hispanics. Across every vertical, Latino leaders aren’t just participating in growth. They’re driving it. By Grace Agostino / Nueva Network
Hispanic Holiday Spending and Shopping [REPORT]
ThinkNow conducted a study to explore Hispanic consumer spending and shopping behaviors during key events and holiday seasons, focusing on how they are adapting to DEI cutbacks, rising costs due to tariffs, and related economic challenges.
Global ad market prospects upgraded to 8.9% (US$1.19trn) but growth concentrated in Big Tech platforms
A new study from WARC has found that global advertising spend is now on course to close out 2025 with growth of 8.9% to $1.19trn, an upgrade of 1.5 percentage points (pp) from WARC’s September forecast due to strong results from Big Tech platforms and a muted impact on global trade from trade tariffs.
Communications VS Public Relations
People often think communications and public relations are the same thing or, worse, that they are “easy” to do. Until it is time to do the work. reality is comms and PR are related, but they are not the same. And professionals in this field know just how much strategy, precision, and emotional intelligence sit behind what the public sees. By Tracy Schaller - Strategic Brand & Communication Leader
A Latino Heisman Isn’t Just a Football Story — It’s an American One
This year’s Heisman conversation is about more than highlight reels, quarterback efficiency ratings, or who can win one more game under the brightest lights. The rise of Vanderbilt’s Diego Pavia and Indiana’s Fernando Mendoza — two Latino quarterbacks leading the sport’s most prestigious award race — reflects something deeper: the evolution of America itself. By Gabriela Alcantara-Diaz - Founder, President / SEMILLA Multicultural, Inc.
The ‘attention equation’: Winning the right battles for consumer attention. [REPORT]
Anyone who has spent too much of an evening trying to choose between entertainment options or ping-ponging back and forth between their TV screen and their phone while attempting to watch a new show or movie knows how many different forms of media are fighting for their attention.
No surprise that 2026 is shaping up to be another ‘more with less’ year.
No surprise that 2026 is shaping up to be another 'more with less' year. But the eye-opening stat from the WARC team's latest Voice of the Marketer report is that Marketing budgets are lagging business sentiment. By David Tiltman - Chief Content Officer, WARC; SVP Content, LIONS Intelligence
Brand is not a Cost Center. Brand is the engine.
Marketing is the toughest role in any organization. My opinion, but I live it. Here’s why. By Jennifer Cooper - Chief Marketing Officer | Strategic Partner to CEO’s and COO’s
Latinos are Rethinking Holiday Traditions and Travel Plans Amid Rising Costs
New data from the BMO Real Financial Progress Index finds Latinos in the U.S. will spend an average of almost $650 more this holiday season than in 2024. On average, U.S. Latinos expect to spend nearly $2,700, a 30% increase from last year, despite many reporting cutting back in key categories such as travel, decorating and entertaining due to rising cost of living concerns.
Omnicom cuts 4,000 jobs, shut several agencies after IPG takeover including OMD Multicultural Division
According to industry sources, the merger Omnicom and Interpublic Group is complete. Mayor layoffs have occurred and the OMD Multicultural Division led by Mike Roca has been casualty.
Against Authenticity: The Marketing Trope Has Run Its Course
Authenticity has become such a hollow marketing virtue that whenever I see another brand trot out an “authentic Latino story,” I roll my eyes hard enough to hit a 7-10 split. By Carlos Aguilar
Co-Branding in Sponsorships: Why Gen Z Doesn’t Trust Your Logo—They Trust Your Values
I've been thinking a lot about why some brand partnerships resonate with younger audiences while others fall flat. By Leopoldo Garcia
90% of CEOs can’t explain their strategy in 1 sentence.
90% of CEOs can't explain their strategy in 1 sentence. The other 10% own their markets. Which are you? By Eric PartakerEric Partaker - The CEO Coach
What people think a CMO does?“
What people think a CMO does? “ Approve pretty campaigns." .... Cute. But completely disconnected from reality. By Raquel Alonso - Fractional CMO - Equanima
When Every Voice Counts Every Brand Wins [New #SeeALL Video]
Today’s consumers are multidimensional, layered with stories, culture, and lived experience. When brands see people fully, not as fragments but as whole human beings, something powerful happens.
