Agency
AI and the future of multicultural market segmentation
Are AI tools inclusive? We're halfway through 2025 and one thing is undeniable: AI is no longer on the horizon, it is in the room. For the market research industry, this has come faster than most expected. What felt like an existential threat just a year ago is now transforming how researchers approach everything from segmentation to recruitment to data analysis. By Mario X. Carrasco
More Than a Pun: How the “Gene/Jean” Platform Could Tap Gen Z’s Self-Identity
Beyond the noise and debate, the conversation that matters is about bold, memorable creative that sells. At its core, marketing is about connecting products to people in ways that resonate deeply and drive business results. The “Gene/Jean” concept holds real potential — not just as a clever pun, but as an invitation for consumers to share their unique genes and jeans, expressing pride in their heritage, identity, and style. Fully realized, this kind of inclusive platform could genuinely celebrate diversity. By Gabriela ‘Gaby’ Alcantara-Diaz, founder and President, Semilla Multicultural
The Chief Marketing Officer is quietly being replaced.
The Chief Marketing Officer is quietly being replaced. Not by a person but by a mindset. By Lauren Stiebing - Founder & CEO at LS International | Helping FMCG Companies Hire Elite CEOs, CCOs and CMOs
AI vs. mani-pedis
By Gonzalo López Martí - Creative Director I was hanging out with a group of colleagues. Naturally, we ended up playing the #1 parlor game of 2025: what jobs will survive the march of AI? “Manicurist”, pondered half-jokingly a friend with a decade-long career in the market research realm. She’s onto something.
Content Creators vs Influencers – Similarities and Differences
Although it seems like anybody with a smartphone can be an influencer or a content creator, it takes a lot of time and talent to promote brands online. And, by the way, content creators and influencers are actually two different things.
d expósito & Partners Launches résonant, a PR and Social Practice Rooted in Cultural Dexterity
résonant draws on dex’s deep foundation of cultural dexterity, the agency’s ability to translate cultural insights into business impact—and expands that vision across earned, social, and influencer-driven channels. The new practice will lead with a culture-first approach, and a platform-first mindset helping clients tell more resonant stories in real time, across communities and in the constantly-changing rich landscape of cross-cultural intersections.
2025 Back-to-School Survey – Sharpening pencils and budgets [REPORT]
In our 18th annual Back-to-School Survey, families are sharpening pencils and their budgets. They’re approaching their second-largest annual spending event1 with a note of restraint, given current economic and household financial positions. Despite the uncertainty, parents appear confident they can replace clothing and refill backpacks by leaning on the savvy shopping habits they’ve honed during the past few years of high prices. Expected spending per child ($570) is flat year over year, as parents expect to focus on just the essentials. Retailers that can appeal to the value-seeking consumer will likely be best positioned to capture part of the $30.9 billion2 in potential sales (flat YoY) up for grabs.
Ban the Binary: Why Brand and Demand Must Be Built Together
Marketing is full of binaries. Traditional versus digital. TV versus TikTok. Art versus science. But none may be more counterproductive — or more deeply entrenched — than the false choice between brand and demand.
Why Culture—not AI—will Define the Next Decade of Agency Success
The race to adopt AI is on. But by 2030, the agencies that win won’t be defined just by the tech they use, but by the culture they build. While AI will undoubtedly reshape how agencies work, culture will determine where people work, who stays, how bold ideas come to life and play a role in how clients evaluate agency relationships. The real differentiator isn’t artificial intelligence—it’s human ingenuity
Significant Drop in Share of Young Adults Achieving Four Milestones: Moving Out of Parental Home, Marriage, Work and Having Kids
Moving out of the parental home, getting a job, tying the knot and having kids used to be the most common pathway to adulthood, with almost half of 25- to 34-year-olds having experienced all four milestones in 1975.
The Hidden Signals in Every Cross-Border Transfer: Culture, Connection, and Consumer Insight
At a glance, remittances may seem like simple financial transactions—one-way wires, routed from immigrant workers in the U.S. to family members in Latin America and the Caribbean. But look closer, and they reveal something much more layered. Each transfer is a window into identity, resilience, and emotional intent. For marketers focused on multicultural audiences, remittances offer something even more powerful: insight.
For The Culture: How Multicultural Gen Z Creators Are Shaping Brand Narratives [REPORT]
If your brand isn't co-creating with Gen Z, it's falling behind, That is not a provocation - - it's a survival strategy
Auto ad spend shifts into high gear [REPORT]
This report is built from exclusive data shared by auto marketers, agencies, and media partners—highlighting how the industry is refining strategy and doubling down on performance-driven channels in the second half of the year.
Crowd React Media Releases Second Annual State of Spanish-Language Media 2025 [REPORT]
Now in its second year, the State of Spanish-Language Media report reveals how U.S. Hispanic audiences are engaging with media in 2025 and how they’re leading the way. Drawing from a nationally representative sample of Spanish-dominant and bilingual Hispanic adults, the study highlights how cultural identity, platform loyalty, and content preferences are shaping the media landscape across radio, TV, podcasts, streaming, and digital.
AI Is Giving Spanish a New Voice — A Creative Experiment by Four Cats.
Creative team Four Cats, founded by Alena and Vicent Llopis, introduces “The Sound of Spanish Through AI”, an AI-generated video that captures the emotional richness of Spanish as spoken across different countries, cultures, and accents.
EFECTIVA, a new media brand from d expósito & Partners, is launched in New York City
EFECTIVA: A New American Media Agency with Gloria Constanza At the Helm. She is one of the great figures of the Multicultural Media arena in general and a legendary leader in the creation and architecture of our media landscape in the U.S. Hispanic Market in America. Elevated to the “Hall of Fame” of the Hispanic Marketing Council (HMC), Gloria Constanza has been, alongside Daisy Expósito-Ulla and a strong team, both at Bravo and at dex, a media guru whose hands have touched the success of many iconic brands, as well as the U.S. Census on more than one opportunity, serving to confirm the strength of our numbers. I love the art of the media game, and I admire her for her talent hidden behind her modesty. And at Hispanicad.com we are proud to celebrate her new venture. Gloria Constanza is now once again a protagonist as the birth of A New American Media Agency is announced. ¡Buena suerte, Gloria! Our industry is better because of people like you. Here’s the story of EFECTIVA.
READ ME IF YOU ARE A CMO…
These trends speak volumes. CFOs are taking the CEO seat and CMOs need to pay attention.
Radio’s Not Dying. It’s Just Forgotten How to Brag.
Radio didn’t die. It just got embarrassed. Embarrassed that it wasn’t TikTok. Embarrassed that it didn’t come with dashboards, lookalike audiences, or shiny programmatic buzzwords. Embarrassed that it was… well, radio. So it started apologizing. Apologizing for not being digital. Apologizing for not being social. Apologizing for still being, inconveniently, human-powered and effective. That stops now. By James Roman - Chief Growth Officer & Founder | Full-Funnel Strategy, Bold Media, and Growth That Sticks
WHEN DID “BRAND” BECOME A FOUR-LETTER WORD?
Not long ago, “brand” was the heartbeat of every CMO’s agenda.
Survey: How Marketers Are Tackling Their Agency Management Models
From April through June 2025, select ANA members were invited to answer a brief survey on their agency roster strategies. Their responses reveal what matters most to clients when selecting new agency partners, the most popular agency roster constructions, and whether roster sizes are expected to grow over time.
