Agency
2025 Predictions: The Year Digital Advertising Reinvents Itself
As 2024 fades into memory, the digital advertising industry is bracing for a transformative year. Fueled by rapid technological advancements, sustainability imperatives, and evolving consumer expectations, 2025 is set to redefine the way brands connect with audiences. Industry leaders predict a future shaped by purposeful storytelling, AI-driven innovation, and a steadfast commitment to efficiency and collaboration. Here's what lies ahead for advertisers navigating this pivotal moment.
THE HISPANIC STAR GALA shined in NYC
The Hispanic Star commemorated its fourth Annual Gala—an evening dedicated to mobilizing support for the Hispanic community, accentuating Hispanics' critical positive contributions to the United States at Cipriani Wallstreet. Leaders, celebrities, philanthropists, companies, and activists gathered to honor and recognize the accomplishments of Hispanic Stars, who inspire the community and elevate the true narrative of Latinos as positive contributors to the U.S.
2024 Programmatic Benchmark Study [REPORT]
The Association of National Advertisers (ANA) announced findings from its 2024 Programmatic Transparency Benchmark Study, marking another step in empowering brands towards full visibility into their programmatic supply chain. This latest analysis included Connected TV (CTV), highlighting the sector’s rapid growth and providing a more comprehensive view of the totality of programmatic media buying.
What Does ‘Good’ Look Like in the Modern TV Landscape?
Television advertising has long been the cornerstone of effective advertising for brands. Today, as content moves across screens and devices, multiscreen TV advertising continues to drive results throughout the marketing funnel. In fact, the newly released 2024 "Comcast Advertising Report" found that 97 percent of advertisers plan to increase or maintain spending across streaming TV advertising in 2025, while nearly 75 percent plan to do the same with traditional TV, and 64 percent plan to start using addressable TV advertising if they haven't already.
The Future of Trustworthy Information: Learning from Online Content Creators
Journalism is facing a trust crisis. Audiences are increasingly skeptical that mainstream media serves their interests and are turning their attention away from traditional news outlets. Meanwhile, online content creators who engage in journalist-style work are building huge, loyal audiences that eclipse those of traditional media.
Say It Your Way: McDonald’s Celebrates the Many Ways Latinos Refer to Dulce de Leche
Dulce de leche goes by many names. Whether you know it as cajeta, manjar, manjar blanco, arequipe, milk candy, fanguito, doce de leite, leche quemada or any other name, this sweet staple is a unifying flavor for Latinos, evoking memories of home, no matter where you’re from.
Most Americans Feel Good About Their Job Security but Not Their Pay [REPORT]
Younger and lower-income workers are among the least satisfied with their jobs; majorities say it would be hard to find the kind of job they’d want if they were looking today
YO MOBILE introduces CHICHARITO as global ambassador
Yonder Media Mobile Inc., the company behind YO Mobile and the only MVNO operating on both sides of the US/Mexico border, has named Javier Hernández Balcázar, commonly known by the nickname Chicharito, as its new brand ambassador.
Alex Lopez Negrete to be inducted into the AAF Advertising Hall of Fame of 2025
The American Advertising Federation (AAF), "The Unifying Voice for Advertising," announced that Alex Lopez Negrete will be inducted into its 2025 Advertising Hall of Fame.
2025: A Transformative Year for Multicultural Marketing
As the clock ticks toward 2025, a pivotal year emerges for multicultural marketing. In a landscape shaped by diverse audiences, new challenges, and shifting priorities, the stage is set for both disruption and opportunity. 2025 holds the promise of redefining how brands connect with America’s diverse consumer base—an engagement critical for long-term growth and success. By Jose Villa - Advertising Executive, Entrepreneur, Cross-cultural & Marketing Strategist
Holding Company Consolidation: The Omnicom/IPG Merger and Implications for Communicators and Clients
The announcement of Omnicom Group's acquisition of Interpublic Group (IPG) may seem like a blockbuster moment in the marketing world and it is. Still, arguably, it’s more indicative of a failing model than a cause for celebration. The $13 billion all-stock deal creates the largest advertising agency by revenue, yet it also underscores the bloated, outdated nature of the traditional holding company system. Many clients are no longer looking for size—they demand agility, efficiency, results and accountability. In this light, the merger feels less like a step forward and more like a final attempt to hold on to a structure that is becoming obsolete. By Claudia Gioia - Co-Founder and Managing Partner PERCEPTUAL ADVISORS. Business Communications Executive | Marketing, Communications, Crisis Communications & Public Affairs Expert Consultant
The big just got even bigger (but not better)
As I write this, Omnicom has confirmed that it plans to buy IPG for around $14 billion. If completed, it would create the world's largest advertising holding company. The industry headlines make it sound inevitable. Scale is everything. Except... is it? By Amar Chohan - Founder - Department of Creative Affairs.
Alex Lopez Negrete to be inducted into the AAF Advertising Hall of Fame of 2025
The American Advertising Federation (AAF), "The Unifying Voice for Advertising," announced that Alex Lopez Negrete will be inducted into its 2025 Advertising Hall of Fame.
Roberto Alcazar to head Horizon Media new entity One Horizon
Horizon Media unveiled One Horizon, a full-service, general-market advertising agency. This new agency underscores Horizon Media's evolving vision and commitment to offering sophisticated, integrated solutions that harness the power of technology, data, and creativity to forge more meaningful consumer-brand connections. Building on a robust year-over-year growth of 35% across content services within Horizon enterprise, One Horizon positions the agency as a critical player in reshaping how marketing, media, and creative services converge to meet the complex demands of modern brands.
Omnicom to Acquire Interpublic Group to Create Premier Marketing and Sales Company
Omnicom and The Interpublic Group of Companies, Inc. announced their Boards of Directors have unanimously approved a definitive agreement pursuant to which Omnicom will acquire Interpublic in a stock-for-stock transaction. The combined company will bring together the industry’s deepest bench of marketing talent, and the broadest and most innovative services and products, driven by the most advanced sales and marketing platform. Together, the companies will expand their capacity to create comprehensive full-funnel solutions that deliver better outcomes for the world’s most sophisticated clients.
Global Advertising Forecast Projects 9.5% Growth in Total 2024 Advertising Revenue [REPORT]
GroupM, WPP’s media investment group, published the topline findings of its End-of-Year Global Advertising Forecast for 2024. The report, which analyses advertising investments over the last 12 months and shares projections for 2025 and beyond, finds that strong performance of the largest sellers of advertising and increased digital expansion have propelled growth in global advertising investment to 9.5% this year. The industry will surpass $1 trillion in total revenue for the first time in 2024 (excluding U.S. political advertising) and grow another 7.7% in 2025 to reach $1.1 trillion.
Media Innovation to Propel the Global Ad Market Towards the Trillion Mark
The winter update of MAGNA’s “Global Ad Forecast” reveals that media owners’ net advertising revenues (NAR) reached $933 billion in 2024, growing +10.3% over 2023. This is in line with MAGNA’s mid-year prediction (+10.0%) and a significant acceleration on the global growth recorded in 2023 (+6.4%). +10.3% is the strongest growth rate observed by MAGNA in 25 years (excluding the post-COVID surge in 2021 of +23%).
Do Marketers Have the Time & Resources to Boost Efficiency and Performance?
According to a recent McKinsey & Company study, marketers believe that they are being asked to "do more, with less." Further, many survey respondents feel ill-equipped to deliver on the expanded expectations of the marketing departmen
Advertising Is Being Lost in Translation
On the surface, Sofia Coppola's Lost in Translation is about two foreigners navigating a place where they don't speak the language. However, the real message is that even when people share the same words, the real meaning can still be lost as it is translated into different personal contexts.
Gen Z Latinas and Beauty: The Impact of Culture, Tradition, and Social Media
As the beauty and skincare industry evolves, it increasingly reflects the diverse cultural landscape among consumers. Latina skincare highlights the unique blend of tradition, culture, and modern influence that shapes beauty routines across generations. Latina beauty practices are deeply connected to cultural identity, family traditions, and a growing interest in natural, evidence-based skincare solutions. Social media platforms such as Instagram and TikTok have brought a renewed focus on Latina skincare, influencing younger generations like Gen Z. This article explores how culture and social platforms influence consumer behavior and product preferences, offering insights for brands looking to engage with this dynamic and influential group.
