Industry

Roberto Madan, a champion for Latinos at McDonald’s, passes at 100

Roberto Madan, a Cuban-American businessman who built a chain of McDonald’s restaurants and helped champion opportunities for U.S. Latinos within that company, passed today at the age of 100, at his home in Edison, N.J.

Watching the Super Bowl Through Bicultural Eyes: A Different Take on Hispanic Representation

Every year, there is a discussion about diversity in Super Bowl ads—who is represented, who is missing, and whether brands are truly embracing multicultural audiences. As a bicultural Hispanic, I find myself in an interesting position in this conversation.  By Maria Lucia Parra - I am a Bicultural Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives as “one size does not fit all”.

Nueva, Costa, and MLC Media Join Forces to Reshape the U.S. Latino Media Landscape

Nueva Network, Costa Media, and MLC Media have announced a strategic merger to create a powerhouse in U.S. Latino media. By aligning its premium content, radio, and digital networks, local owned-and-operated (O&O) stations, and sales and marketing expertise, the newly combined entity strengthens its position as a leader in the evolving Hispanic media landscape.

Estrella Media’s Radio Properties Sold to MediaCo in Stock Deal

In April, MediaCo Holding acquired Estrella Media’s network, content, digital, and commercial operations, with an option to purchase its stations at a later date. Less than a year later, MediaCo is exercising that option, according to a new FCC filing.

The LA Fires: How multiplatform local media became a lifeline 

Extreme weather events, such as the devastating fires in Los Angeles in January 2025, are becoming an increasingly frequent part of daily life, as explored in Nielsen’s recent climate change report. These events not only disrupt communities, but also highlight the critical role of trusted local media. Los Angeles’ local television stations, their digital platforms, and local radio stations kept locals informed on Jan. 8, 2025, when fires spread quickly through several neighborhoods across the city—demonstrating the importance of multiplatform audience strategies to meet urgent information needs.

Círculo Creativo of the US Hispanic Market Launches Hall of Fame to Honor Industry Trailblazers

Círculo Creativo of the US Hispanic Market proudly announces the creation of its Hall of Fame, a prestigious new initiative designed to recognize and celebrate individuals and organizations that have significantly shaped the landscape of creativity and innovation within the Hispanic advertising and marketing industry. The Hall of Fame’s inaugural class includes an admired group of leaders whose contributions have left an indelible mark on the industry.

The Fall of DEI in Corporate America: How Culture Can Take the Lead

As professionals in the Hispanic market industry, we believe it’s important to share our perspective on this critical issue and provide practical recommendations to clients and the industry as a whole.  By Aldo Quevedo, CEO, BeautifulBeast

Healthcare elsewhere: the rise of medical tourism

By Gonzalo López Martí - Creative Director

• Healthcare on US soil is way too expensive and bound to become more so in the future.
• It’s just a matter of supply and demand.
• Life expectancy is getting longer.

A YEAR OF GROWTH, REFLECTION, AND OPPORTUNITY

My month-long sabbatical in Madrid was a transformative experience that reignited my passion for growth. As Latin2Latin Marketing marks its 18th anniversary, this journey reinforced my vision of empowering businesses and individuals in an increasingly connected world.  By Arminda "Mindy" Figueroa / Latin2Latin

Global Ad & Marketing Spend Surged 8.7% in 2024, Fueled by Influx of Even-Year Political & Olympics Media Buys & Double-Digit Growth in 29 of 45 Digital Media Channel

Global advertising and marketing spending accelerated in 2024, rising 8.7% to $1.776 trillion, but spending is projected to decelerate in 2025, posting only a 5.3% gain, as inflation and recessionary fears reappear in many markets due to the expectation that the Trump Administration will levy higher tariffs on foreign goods, which may lead to major trading partners imposing counter tariffs on US goods. Growth in 2024 was fueled by the influx of advertising & marketing dollars from elections in 15 of the 20 largest global markets as well as worldwide coverage of the Paris Summer Olympics, according to new research released today by leading media economist PQ Media.

CONFESSIONS OF A DEI HIRE

I’m a DEI hire. There. I said it. When I graduated from college, my family did not have connections in the world of journalism or public relations. My family or friends of the family did not have jobs in the media or public relations. Thanks to the LA Times’ parent company, Times Mirror Corporation, and its initiative to diversify newsrooms across the United States, I was fortunate to be given an opportunity to work in the media industry as a daily news reporter.  By, Stephen Chavez - CEO, ChavezPR

RESERVE YOUR SPOT FOR THE 2025 HISPANIC MARKETING COUNCIL ANNUAL SUMMIT!

Join us on April 7-8, 2025, in New York City for the premier conference crafted by industry leaders with expertise in marketing to the new American mainstream. Given that we sold out last year, we highly recommend securing your spot ASAP!

A Bad Bunny blueprint for brands: Speak to the universal by elevating the specific

How the Puerto Rican artist’s latest album, Debí Tirar Más Fotos, is a master class in cultural storytelling.  As a proud Puerto Rican, I couldn’t help but feel a surge of emotion listening to Bad Bunny’s latest album, Debí Tirar Más Fotos. It’s a deeply personal — sometimes painful — love letter to Puerto Rico and, by extension, to all Latinos navigating the complexities of identity, heritage and contemporary life.  by Omar R. Quiñones / MEL

Cervecería La Tropical unveils La Tropical Mixología

Cervecería La Tropical, Miami's craft brewery rooted in Cuban tradition and now a distillery, unveils La Tropical Mixología™, The World's 1st Distilled Beer Cocktail. This innovative and patent pending ready-to-drink (RTD) canned cocktail combines the refreshment of cerveza with the excitement of a handcrafted cocktail, delivering the vibrant taste & rhythm of Miami.

What the Hell Is Going On in Marketing with Bob Liodice

In the debut episode of On Scope, Bob Liodice, CEO of the ANA, joined host Mike Berberich to discuss the myriad issues facing the marketing industry, including solutions to complex measurement challenges, how to use AI responsibly, and how marketers can more effectively demonstrate the value of their efforts to the rest of the C-suite.

HISPANIC STAR champions Latino narrative at Davos to raise awareness of Economic impact of Latinos

Hispanic Star returned to Davos for the sixth consecutive year with a delegation led by Hispanic Star's founder Claudia Romo Edelman, and driven by the mission to share the narrative of the Latino community's integral role in driving economic growth and technological innovation with this critical global audience.

Michael Fernandez from Vme Media appointment as Board Chair of The Latino Coalition

Vme Media announce that Vice President of Marketing & People, Michael Fernandez, has be en elected as the new Board Chair of The Latino Coalition (TLC). This prestigious appointment underscores Michael’s unwavering dedication to empowering Latino communities and advocating for the growth of Latino-owned businesses nationwide.

The Spanish Language: A Gateway to Our Shared American Heritage and Global Future

In an era defined by global connectivity, sidelining a language spoken by over 53 million Americans—who collectively contribute $2.8 trillion to the U.S. economy—is more than a misstep; it’s a missed opportunity. Yet, during the second-term Trump administration, the Spanish-language section of the White House website was deactivated, sending a stark message to millions of Americans and international stakeholders. Spanish is not just a language of history—it is a vital engine for cultural, economic, and international growth, and ignoring its significance undermines one of America’s most valuable assets.  By Gabriela Alcántara-Díaz

The Hidden Costs Eating Your Ad Budget

Every day, marketers are paying full price for their digital ad campaigns while getting only a fraction of what they paid for. It's like you pull up to a gas station that advertises premium fuel, but instead they fill your tank with watered-down regular gas. You're paying top dollar but driving away with a fraction of the horsepower you paid for.

Bad Bunny’s Latest Album Is Already a Cultural Phenomenon—Brands, Are You Paying Attention?

Let’s be real, 2024 tested us. Politically, culturally, emotionally. And just when we needed it most, Benito Antonio Martínez Ocasio, better known as Bad Bunny, delivered Debí Tirar Más Fotos (I Should’ve Taken More Photos), a 17-track masterpiece that feels like a collective celebration of identity, resilience, and joy. For Latinos, Puerto Ricans, and fans around the globe, this album is more than music; it’s a movement. And for brands? It’s a blueprint to cultural relevance.  MARIA TERESA HERNANDEZ - SVP, Brand Partnerships & Head of Diverse Supplier Marketplace at Mirriad