Agency

This Deloitte Executive Explained Why Performance Marketing Has Diminishing Returns [VIDEO]

Though it may seem counterintuitive, performance marketing as a strategy has diminishing returns. Deloitte Digital's Maggie Gross discussed why this is, citing examples from her own work and explaining having a balance between branding and performance is critical for business success.

Why Client Retention and Organic Growth Will Drive Agency Success in 2025

The most powerful new business strategy for 2025 is probably not what you’d expect. While agencies continue to chase shiny new logos, the real growth engines for 2025 are closer than you think: keeping your current clients delighted and leveraging those relationships to fuel organic growth.  By Mark Duval - Founder, The Duval Partnership

Why Diverse Data Is as Critical as Diverse Media for Multicultural Audiences

U.S. consumer demographics are shifting, with multicultural consumers projected to become the majority by 2050. These audiences drive population growth, influence cultural trends, and wield significant buying power. For programmatic media buyers, it’s clear that effectively engaging multicultural consumers isn’t just an ethical choice—it’s a strategic business imperative.

Baris launches ‘Wild Pleasures’ with BeautifulBeast for Valentine’s Day

Baris has officially launched in the U.S., bringing frozen chocolate-covered wild raspberries from Patagonia. To introduce its first limited-time Valentine’s campaign, Wild Pleasures, the brand partnered with BeautifulBeast, a creative agency known for bold, results-driven campaigns.

The best clients ask agencies the best questions

Ask Agencies the Best Questions - Great clients get great work.

The Artificial Intelligence learning curve.

By Gonzalo López Martí - Creative Director

• Your kids are doing their homework with AI.
• You are probably toying with it too.
• The learning curve, however, is an asymptote.
• Don’t know what an asymptote is?
• No need to ask ChatGPT.

5 Years Later: America Looks Back at the Impact of COVID-19 [REPORT]

The most significant pandemic of our lifetime arrived as the United States was experiencing three major societal trends: a growing divide between partisans of the left and right, decreasing trust in many institutions, and a massive splintering of the information environment.

Slower Retail Sales in January, But the Economy is Still Expanding

Data released by the U.S. Census Bureau shows retail sales slowed in January following a strong holiday season but still rose year over year, National Retail Federation Chief Economist Jack Kleinhenz said.

A special Cupid for Valentine’s Day 2025.

Today we celebrate love and affection. Aside from its romantic undertones, Valentine’s Day — especially in our Latin countries — goes beyond the symbolic red roses to remind us of the incalculable value of friendship and family. To send a BIG HUG to our faithful readers, we’ve gotten a hold of a most enjoyable and fun-filled dialogue between a couple of emblematic ad people who candidly let us peek into their lives. Here, Hall-of-Famer Daisy Expósito-Ulla and her life-and-business partner, award-winning filmmaker Jorge Ulla, talk to the Creative Team from their agency, d expósito & Partners, revealing with humor and vitality some tips about how they met, their staying power and also share an amusing anecdote about two young creatives in need of money. Enjoy the piece. HispanicAd wishes a Happy Valentine’s Day to all our clients — ad and media agencies, TV and Radio stations and networks, Digital, P.R. and Research companies, and trade associations.

Why Super Bowl Ads’ Lack of Emotional Creativity Is No Laughing Matter

Move over Budweiser's cute young Clydesdale. The foal that starred in the beer brand's Super Bowl ad "First Delivery" may have captured viewers' hearts with his heroic, beer-carrying exploits at the Big Game, but it was not the only one-trick pony on the night.

Digital Advertisers Are Finding Success in Radio

Advertisers are discovering that the power of radio isn’t just for building brand awareness—it’s a powerful tool for driving sales and lower-funnel conversions. One experienced digital Audio advertiser recently tapped into the magic of AM/FM radio to boost engagement and skyrocket conversions. By partnering with Audacy and harnessing Claritas’ AI-powered attribution model, they were able to pinpoint exactly which radio stations were moving the needle. This innovative approach not only linked radio ads to tangible online actions but also provided deep audience insights that allowed the brand to fine-tune their strategy for maximum impact. In short, radio is proving to be a game-changer for advertisers ready to mix traditional reach with digital precision.

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.

The Anti-Social Century and What It Means for Brands

Recently, I found myself reflecting on Derek Thompson's recent article in The Atlantic, "The Anti-Social Century," which examines how we in the U.S. increasingly are choosing isolation over connection and solitude over community. It's a powerful lens that offers insight into the cultural moment we're in as well as what this behavioral shift means for brands navigating our evolving zeitgeist. (And, no, Derek Thompson and I are not related, though his insights feel closely aligned with my reflections!)

CHISPA launches “AMOR WITH NO B.S.” campaign with off-broadway production

Chispa, a dating and friendship app for the Latine community, officially launched its groundbreaking “AMOR WITH NO B.S.” campaign last night with the first-ever off-Broadway production produced by a dating app. This innovative theatrical venture reimagined classic Shakespearean plays—including Romeo and Juliet, Twelfth Night, and Hamlet—through a fresh Latine lens.

The Fight for America’s Future: Why DEI and Multicultural Marketing Matter More Than Ever

The reelection of Donald Trump is not just a political shift—it’s a harsh reality check for millions of Americans who had hoped we were moving forward. For Hispanic families now facing the threat of mass deportations, for Black communities still grappling with deep and persistent inequities, and for trans and LGBTQ+ Americans bracing for another wave of attacks, this isn’t just about policies. It’s about our safety, our dignity, our futures.  By David Morse - Market Researcher, Author, Adjunct Professor

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”.

Super Bowl LIX Makes TV History With Over 127 Million Viewers

An estimated 127.7 million viewers tuned in for Super Bowl LIX on Sunday, February 9, according to Nielsen, making it the largest audience for a Super Bowl and for a single-network telecast in TV history. Super Bowl LIX aired on FOX, FOX Deportes and Telemundo and streamed on Tubi from approximately 6:42 PM ET to 10:16 PM ET.

What I Just Learned About Retail Media

Retail media is hot. The ANA just held a members-only conference focused on retail media, hosted by Kroger Precision Marketing in Cincinnati. We learned so much.

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.