Industry

Latinas in advertising: The untapped powerhouse agencies can’t afford to ignore [REPORT]

As a Latina who has worked in the Hispanic marketing industry for over 20 years, I have spent my career uncovering the potential of our market. And let me be clear—the opportunity is massive. The U.S. Hispanic market represents a $2.7 trillion economic force. Latinos account for 51% of the country’s population growth, and we are one of the most influential and affluent consumer groups. Even more striking? We are young—58% of U.S. Hispanics are under the age of 34.

Advertising Is Being Rebuilt. Independent Agencies Have a Window. Talent Does Too.

Over the past year or so, the advertising and marketing industry has gone through a shift many had seen coming from a mile away. What started as budget tightening quickly turned into something deeper. By now, we all know the headlines - thousands of job cuts, months of steady decline, and an industry-wide pivot that's no longer just reactive.  By John Santiago - Chief Executive OfficerChief Executive Officer at Sangre

Peacetime CEO/Wartime CEO

Recently, Eric Schmidt stepped down as CEO of Google and founder Larry Page took over. Much of the news coverage focused on Page’s ability to be the “face of Google” as Page is far more shy and introverted than the gregarious and articulate Schmidt. While an interesting issue, this analysis misses the main point. Eric Schmidt was much more than Google’s front man; as Google’s peacetime Chief Executive, he led the greatest technology business expansion in the last ten years. Larry Page, in contrast, seems to have determined that Google is moving into war and he clearly intends to be a wartime CEO. This will be a profound change for Google and the entire high-tech industry.  By Ben Horowitz

2025 Digital Media Trends: Social platforms are becoming a dominant force in media and entertainment

People still want the TV and movie experience offered by traditional studios, but social platforms are becoming competitive for their entertainment time—and even more competitive for the business models that studios have relied on. Social video platforms offer a seemingly endless variety of free content, algorithmically optimized for engagement and advertising. They wield advanced ad tech and AI to match advertisers with global audiences, now drawing over half of US ad spending.¹ As the largest among them move into the living room, will they be held to higher standards of quality?

2025 Hispanic Market Overview Report – DOWNLOAD for FREE

HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2025 Hispanic Market Overview – titled “VOZ of The American Influencer”

Principal Media: Friend or Foe?

I will start with a belated public shout-out to Jared Belsky, recently named Ad Age's 2025 Agency Executive of the Year. That is quite the honor as this recognition is reserved for just one person, in an industry rich with many talented people. While there were multiple reasons that Jared was selected, what stood out was his public stance against principal media.

Blue-collar workers are less satisfied at work, less attached to their jobs than other U.S. workers

Blue-collar workers have been at or near the center of much public discussion in recent years, from their political leanings to their wages and cultural impact.

Think like an Immigrant.

World class leaders and companies rarely get defeated.   They decide to defeat themselves by a) not taking emerging competitors with new models seriously , b) paying scant attention to underdogs with fewer resource and different approaches, and/or c) by refusing to align with the forces of the future.  By Rishad Tobaccowala

Why Sacrificing Channel Expertise Can Lead to a Vicious Cycle of Diminished Performance – Cutting costs or cutting corners?

The conversation between CMOs and CFOs has become increasingly focused on cost efficiency. Faced with rising scrutiny on budgets, many CFOs are questioning the value of maintaining multiple specialized agencies and advocating for consolidation to reduce fees. For CMOs, this creates a dilemma: How can they justify the need for channel expertise when every dollar is being watched?

HMC Honors AT&T with the 2025 Marketer of The Year Award

The Hispanic Marketing Council (HMC) has honored AT&T with the prestigious 2025 HMC Marketer of the Year Award. This recognition places AT&T among an elite group of brands that have demonstrated a strong commitment to multicultural marketing and engagement. AVP, Corporate & Brand Advertising Lianne Sinclair will accept the award at HMC’s Annual Summit on April 8 in New York City.

Marquez Brothers acquires YoGusto Brand

Marquez Brothers International, Inc. (MBI), a family-owned company dedicated to the production and distribution of authentic quality branded Hispanic foods, announced that it reached an agreement to acquire Hato Potero Farms- owner of YoGusto® brand, one of the leading drinkable yogurt brands in the Southeastern United States. This strategic move marks a significant milestone in MBI's mission to expand its product offerings and strengthen its presence in the US food market.

What is the Job of Financials and Metrics for Creative Agencies?

The world of finance seems to be elusive for many digital, marketing and creative agencies. This post will highlight some practical ways to understand financials and what the financials are meant to provide a creative agency owner.

24 COMPANIES EARNED A SPOT ON HMC’S 2025 STRATEGIC EXCELLENCE AWARDS SHORT LIST

The Hispanic Marketing Council (HMC) announced the short list for the Strategic Excellence Awards, the only award competition of its kind recognizing strategic excellence in Hispanic marketing and advertising and cultural fluency.

MAGNA rleases U.S. Advertising Forecast Spring 2025 Update – “Uncertain Times”

MAGNA always anticipated a market slowdown in 2025 due to the strong comparables, but we have further reduced our growth forecast in this update. The lack of economic visibility and a decline in confidence may impact marketing and advertising budgets in the short term. In this uncertain economic environment, the most vulnerable industry sectors include consumer goods (packaged food, beverages, and personal care), quick-service restaurants (QSR), and automotive. Despite the challenges posed by economic uncertainty, organic growth factors—such as media innovation, AI, retail media, and ad-supported streaming—will continue to enhance the effectiveness and efficiency of advertising formats, encouraging advertisers to maintain or expand their budgets. Factoring all drivers and inhibitors, media owners’ advertising revenues are projected to grow by +4.3% in 2025 (down from the previous forecast of +4.9%). When adjusting for cyclical spending in both years (political advertising and the Summer Olympics in 2024), non-cyclical ad revenue growth in 2025 is revised from +7.3% to +6.7%, still solid by historical standards.

Attribution, attribution, attribution: Spotify’s location-based playbook.

By Gonzalo López Martí - Creative Director

• “I know that 50% of my advertising budget goes to waste. Problem is, I don’t know which 50%.”
• A phrase that belongs in the Cliché Hall of Fame*.
• It remains as relevant as ever nonetheless: attribution is the ultimate marker of advertising ROI.

Nueva Network adds to Leadership Team

Nueva Network has announced that Jose Mateo has been promoted to President of Sales for Terrestrial Radio and Digital Media, and Jim Lyke has joined as Senior Vice President of Sales and Business Development.

Why the Work of the Immigrant Archive Project is More Important Now Than Ever

In a time when the contributions and struggles of immigrant communities are being systematically erased from public consciousness, the Immigrant Archive Project (IAP) stands as a powerful counterforce—preserving the stories that define America’s rich and diverse narrative. The IAP, the leading oral history project documenting the modern immigrant experience, is more than a repository of memories. It is an essential safeguard against the dangers of historical erasure, and its work has never been more crucial than it is today.  By Tony Hernandez - Founder of The Immigrant Archive Project

Retail Sales Data Shows Consumers Are ‘Apprehensive’ Despite ‘Healthy’ Economic Fundamentals

Data released by the U.S. Census Bureau showed modest month-over-month retail sales growth in February amid consumer worries over inflation and Washington policy decisions, National Retail Federation Chief Economist Jack Kleinhenz said.

What Agencies Get Wrong About Strategy (and How to Fix It)

At Fazer, we like to think of ourselves as “cheerful contrarians.” That is, we have a healthy disdain for the marketing status quo. But we’re not simply contrary or negative. If you want to say “no” at Fazer, you need to provide a better alternative. So here we go.

Latinas in advertising: The untapped powerhouse agencies can’t afford to ignore

There are 20,000 General Market advertising agencies in the U.S. Today, only 511 of them are led by women. Now, let’s talk about an even smaller fraction: How many of these agencies are led by Latinas?