Agency

The Growing Hispanic Market: From Workers to Consumers

Over time, the U.S. workforce has experienced a demographic evolution. The workforce has become a melting pot of people, just like the country itself. The workforce of the U.S. is comprised of more and more minorities, such as Hispanics. Furthermore, there is a positive association between the rise in Hispanic workers and Hispanic buying power (Korzenny, Chapa, Korzenny, 2025). This implication is one that marketers must be proactive in responding to.  By Samantha Humphrys

Critical Essay on Hispanic Consumer Trends in the U.S.

Are Hispanic Brands Taking Over the Grocery Store Shelves?  For this paper, I’ve chosen to focus my research on food brand marketing and the influence that the Hispanic population has had on this industry.  By Sofia Martinez

¿Como se dice?  bilingualism and how it has impacted advertising and the media

Many of us have been exposed to code-switching in the media from a very young age without realizing it. From cartoons teaching us basic survival Spanish on Nickelodeon to Netflix shows based on actual events, centering on a Colombian drug lord. There is an increasing number of cases in mainstream media that explore bilingual communication methods. Media is one of the building blocks of culture, and culture is a primary inspiration for advertising. Therefore, it is a natural progression for practices in the Hispanic marketing community to reflect the bilingual nature of the media. In this analysis, we will delve into the impact of code-switching on Hispanic audiences in both advertising and the media, as well as its influence on consumer behavior.  By  Piper G. Hadsell

Why CEOs and CMOs Cannot Ignore the Immigrants Who Built Their Brands and Businesses- What Will You Say?

By Lili Gil Valletta I am an immigrant. I came to this country with a suitcase full of dreams, not speaking English fluently, and a relentless drive to contribute. I believed—like millions do—that America was a place where anyone willing to work hard and show up with integrity could build something meaningful.

Authenticity Is the Strategy. Culture Is the Stage.

Neuroresearch and Online Eye Tracking: Redefining Digital Ad Effectiveness

In a digital environment where attention spans are measured in seconds, traditional metrics like clicks and views offer an incomplete picture. They tell us what users did but not what they saw, felt, or understood. Which parts of the creative actually registered with them? Did the ad spark interest, confusion, or indifference?

Fixing the System We Built: Driving Toward Transparency

Albert Einstein is famously alleged to have said, "We cannot solve our problems with the same thinking we used when we created them." For decades, the digital advertising industry has thrived on a promise: precision targeting through advanced analytics. The right person, at the right time, with the right message. That vision helped fuel an ecosystem in which digital media spending in the U.S. reached $259 billion in 2024.

Dennis Holt of USIM & Western International passes …….

It is with profound sadness that we share the news of the passing of USIM Founder and Chairman Dennis Holt. Dennis was more than a pioneering force in the media industry, he was a kind, generous, and deeply respected person who made everyone around him feel seen, heard, and supported.  Mr Holt created one of the first Multi-Ethnic division for media planning and buying headed by Leila Winick as President under Western International.

Differences in Work Arrangements Among Hispanic and Non-Hispanic Populations

Hispanic or Latino workers are projected to become a larger portion of the civilian labor force in the coming decade and new American Community Survey (ACS) tables on characteristics of workers show how they differ from workers in other groups.

Burnout Is On the Rise: The Consequences and Ways to Prevent It

A growing concern for employees and employers is burnout. Talent solutions and business consulting firm Robert Half found with its new research that 36 percent of professionals feel burned out at work, and 33 percent report they are more burned out now than the previous year. Among those who reported feeling burnt out, those who reported the highest levels of burnout are gen Z (39 percent) and millennials (40 percent).

Speaking Their Language: The ROI of Inclusive Marketing [PODCAST]

Inclusive marketing isn't just about doing the right thing—it’s about doing what works. When companies fail to speak the cultural language of their audiences, they risk more than lost market share. Brands lose trust, relevance, and relationships. But when inclusion is rooted in strategy rather than performative gestures, it becomes a powerful business driver for long-term growth.

Bad Bunny’s “Tracking Bad Bunny” campaign wins Entertainment Lion for Music Grand Prix at Cannes

Bad Bunny's "Tracking Bad Bunny" campaign, created by DDB Latina Puerto Rico, won the Entertainment Lion for Music Grand Prix at Cannes. This campaign, promoting his album "DeBÍ TiRAR MáS FOToS", involved a unique scavenger hunt across Puerto Rico using Google Maps and Spotify, linking song titles to specific locations. The campaign was praised for its creative use of technology, cultural impact, and ability to engage fans.

What Brands Must Know About U.S. Fans Ahead of the 2026 FIFA World Cup

The largest sporting event in history, the 2026 FIFA Men's World Cup, kicks off across North America. For brands, it's a once-in-a-generation chance to build campaigns that authentically tap into the unique appeal of World Cup soccer and break into mainstream culture during a tournament projected to generate up to $40.9 billion in GDP.

It Happened in Mobile First: How Mobile Advertising Anticipated the Industry’s Biggest Challenges

The challenges facing today's digital advertising ecosystem — signal loss, privacy constraints, platform consolidation — first emerged in mobile.

Reconnecting with LGBTQ+ audiences

Joining in Pride celebrations each June is one opportunity for marketers to build their connections with LGBTQ+ communities. But building brand trust and loyalty with LGBTQ+ consumers requires support beyond Pride Month.

ADVERTISING PROVES RESILIENT AMIDST ECONOMIC UNCERTAINTY

MAGNA was always anticipating a deceleration in the global advertising market’s growth for 2025, following the exceptional performance of 2024. Analysis of first-quarter financial reports confirmed weaker ad sales among traditional media owners (TMOs) amidst growing economic uncertainty. TMO ad revenues (radio and television broadcasters, newspaper and magazine publishers, out-of-home, and cinema) decreased by -1% year-over-year globally, with key markets experiencing declines of -2% to -4% (Germany, UK, France, Canada). In contrast, digital pure players (DPPs) demonstrated remarkable resilience, with first-quarter ad sales increasing by +12% globally and +13% in the US.

NEW STUDY SHOWS US LATINOS ARE RISING IN SELF-AWARENESS, BUT FEEL INCREASINGLY IGNORED BY BRANDS AND MEDIA

A new study launched today at Cannes Lions reveals U.S. Latinos, one of the largest and fastest-growing consumer groups, are more empowered and brand-aware than ever, but feel increasingly underrecognized by brands and media.

Genuine effort trumps artificial intelligence? Ozempic & costly signaling. Part 2

By Gonzalo López Martí - Creative Director  What’s the value or attractiveness of being skinny if you obtained it, to paraphrase our commander in chief, through the fat man’s shot (AKA: Ozempic, Mounjaro, Wegovy et al)? What’s the value of a work of art or an accomplishment of intellectual acuity if it was done with the aid of AI?

Rising Number of U.S. Households Are Headed by Married Same-Sex Couples

Since 2015, the number of households headed by same-sex married couples in the United States has risen steadily from 425,357 to 774,553 in 2023, according to U.S. Census Bureau data.

For Alex López Negrete, It All Started With Radio

For more than four decades, Alex López Negrete, Co-Founder and CEO of López Negrete Communications, has been a driving force in multicultural marketing. He is also a passionate advocate for the power of radio.