Agency
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.
TELEMUNDO celebrates 25 years of Andres Cantor’s Unforgettable Calls & Coverage
Telemundo celebrated the 25th anniversary of the legendary soccer commentator Andrés Cantor with a special on-air tribute during its live coverage of the FIFA World Cup qualifier between Argentina and Brazil yesterday March 25. This April 1 officially marks Cantor’s 25th year with Telemundo, a milestone that recognizes his unparalleled contributions to sports broadcasting.
BeautifulBeast and Green Acres Nursery & Supply inspire a greener spring with a new billboard campaign
BeautifulBeast, the award-winning advertising agency known for its dynamic and culturally resonant storytelling, has launched a fresh new campaign for Green Acres Nursery & Supply. Just in time for spring, the campaign encourages the community to embrace the joy of gardening and planting with a bold message: Let's Spring Together.
4 Paths to Absolving the Cardinal Sins of Digital Advertising
In digital advertising, there are two surefire ways to get fired as an agency or ad tech provider:
- Fail to spend all a brand's allotted budget.
- Put a brand's creative in a brand-unsafe environment.
Why Retail Media Breaks Marketing Mix Models (MMMs)
For decades, brands have relied on marketing mix models (MMMs) to prove the value of their investments in advertising. These models, built to assess the mix of paid media channels like TV, print and digital display, helped marketers justify budgets and optimize their allocations. But as retail media networks (RMNs) attract billions in ad dollars, marketers are running into a major problem — MMMs weren't designed to handle the complexity, speed and ever-changing nature of retail media.
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.
Cultural Capital Is the Flex
3 Models Brands Must Master to Lead in Culture (Not Just Market in It) Culture moves everything. It drives how people see themselves, who they connect with, and what they buy. It shapes language, aesthetics, rituals, desire. From Kendrick Lamar’s Super Bowl show to Bad Bunny’s Puerto Rican manifesto in album form, culture isn’t riding shotgun—it’s driving the whole car. By Roberto Ramos - Group President, Chief Transformation Officer at Culture + Group & CIEN +
Northgate González Market names Orci Advertising as Agency of Record
Orci, the Independent Hispanic-first full service agency, has been named agency of record by Northgate González Market, one of the largest Hispanic supermarket chains in the U.S. which is also proudly family-owned. The appointment was made in late 2024, with kickoff happening this past January. Orci replaces New York-based marketing agency Monks, which was previously known as Media Monks.
Reaching LGBTQIA+ Consumers with Interactive and Targeted Advertising Strategies
LGBTQIA+ audiences are bullish on interacting with brands through digital advertising and social media, according to Horowitz’s recent report, State of Media, Entertainment, and Tech: FOCUS LGBTQIA+. This annual study found that LGBTQIA+ consumers are more likely to engage with interactive and targeted advertising.
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.
Measuring Loyalty Marketing
Loyalty marketing is a big business and increasing in importance. Loyalty marketing rewards customers for their repeat purchases or interactions with a brand. Think about airlines, hotels, and quick-service restaurants. Loyalty marketing programs are offered by national brands and local ones, like a neighborhood pizza shop.
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.
Need to know: What is share of voice?
How many ads do people see every day? It’s a hard number to pinpoint, and even harder to figure how many they actually pay attention to, but one thing is for sure: brands that stand alone in the spotlight are easier to notice than those sharing the stage with dozens of their competitors.
Only 50 U.S. Counties Had Populations Over a Million in 2024
Fifty or 1.6% of the United States’ 3,144 counties had at least one million people on July 1, 2024, more than double the number (23) in 1970.
Scaling a Digital Agency: When to Expand, Outsource, or Automate?
Scaling a digital agency is both an exciting opportunity and a complex challenge. As demand grows, agency leaders must decide when and how to expand while maintaining efficiency, profitability, and service quality. The key question is: Should you hire in-house talent, outsource to specialized partners, or invest in automation? Each approach has its advantages and trade-offs, and choosing the right one depends on your agency's goals, budget, and operational needs.
The Modern CMO: Driving Transformation in an Era of Complexity
Adapt or become irrelevant. That's the harsh reality facing today's CMOs. In a marketplace defined by rapid technological shifts, evolving customer expectations, and relentless competition, marketing leaders are no longer just responsible for brand awareness — they're accountable for driving growth, building trust, and transforming their organizations from the inside out.
What Age Do People Around the World Think Is Best to Reach Major Life Milestones? [REPORT]
When is the right time in life to get married or have a child? What is the best age to buy a home? Is there an ideal age for retirement? We asked adults in 18 mostly middle-income countries what they think is the best age to reach these life milestones. Overall, there is a lot of agreement around the world.
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.
