Agency
Leveraging Consumer Insights to Engage with Latino Voters
The results of the 2024 U.S. presidential election sent shockwaves around the globe. While the performance of the U.S. economy and inflation rate of 2.7% around the time of the election were envy of the world, many Americans were still hurting from the rapid rise in prices immediately following the pandemic. The economy, therefore, was the number one issue voters cared about in 2024, and they voted for change.
Brand Loyalty Is a Complete Fallacy [VIDEO]
Raja Rajamannar, chief marketing and communications officer at Mastercard, joined the On Scope podcast to discuss why it is completely unrealistic for marketers to expect consumers to be loyal to one brand. He also offered a solution for what to focus on instead.
A YEAR OF GROWTH, REFLECTION, AND OPPORTUNITY
My month-long sabbatical in Madrid was a transformative experience that reignited my passion for growth. As Latin2Latin Marketing marks its 18th anniversary, this journey reinforced my vision of empowering businesses and individuals in an increasingly connected world. By Arminda "Mindy" Figueroa / Latin2Latin
Bicultural Identities in Latin America: The Rise of Cultural Blending
As the world becomes more connected, many Latin American consumers are naturally weaving multiple cultures into their daily lives. Immigrants, international students, and professionals blend local traditions with global influences—watching fútbol while streaming K-pop, switching between languages depending on who they’re talking to, and holding onto their heritage while embracing what’s new. This fluid cultural mix is reshaping how they see themselves, how they interact with the world, and what they look for in products and experiences. By Sylvia Vidal - Consumer Insights & Strategy Consultant | Latin America Market Expert | Multicultural Marketing Leader
The Transformative Role of the Creative Brief in Agency Spend Management
Effective advertising demands a balance between creativity and accountability. Yet managing agency spend during the year often feels like navigating uncharted waters. Marketers must rely on estimates created in their annual scopes of work (SOWs) that are not revised to reflect the reality of changes that occur month to month. However, by leveraging a robust creative briefing process and continuous reconciliation, marketers can significantly refine their financial forecasting across the year, enhance predictability, and ensure that every dollar spent contributes to their brand's success.
Global Ad & Marketing Spend Surged 8.7% in 2024, Fueled by Influx of Even-Year Political & Olympics Media Buys & Double-Digit Growth in 29 of 45 Digital Media Channel
Global advertising and marketing spending accelerated in 2024, rising 8.7% to $1.776 trillion, but spending is projected to decelerate in 2025, posting only a 5.3% gain, as inflation and recessionary fears reappear in many markets due to the expectation that the Trump Administration will levy higher tariffs on foreign goods, which may lead to major trading partners imposing counter tariffs on US goods. Growth in 2024 was fueled by the influx of advertising & marketing dollars from elections in 15 of the 20 largest global markets as well as worldwide coverage of the Paris Summer Olympics, according to new research released today by leading media economist PQ Media.
CONFESSIONS OF A DEI HIRE
I’m a DEI hire. There. I said it. When I graduated from college, my family did not have connections in the world of journalism or public relations. My family or friends of the family did not have jobs in the media or public relations. Thanks to the LA Times’ parent company, Times Mirror Corporation, and its initiative to diversify newsrooms across the United States, I was fortunate to be given an opportunity to work in the media industry as a daily news reporter. By, Stephen Chavez - CEO, ChavezPR
THE LATIN GRAMMY CULTURAL FOUNDATION hosts Emerging Artists Intensive with Berklee Global
The Latin GRAMMY Cultural Foundation, in partnership with Berklee Global, hosted the debut of their new Emerging Artist Intensive, the first in a series of immersive learning experiences for aspiring music creators.
RESERVE YOUR SPOT FOR THE 2025 HISPANIC MARKETING COUNCIL ANNUAL SUMMIT!
Join us on April 7-8, 2025, in New York City for the premier conference crafted by industry leaders with expertise in marketing to the new American mainstream. Given that we sold out last year, we highly recommend securing your spot ASAP!
Primark opens its first store in Texas with campaign from BeautifulBeast.
Primark, the iconic Dublin-based retailer, has officially opened its first store in Texas, and the excitement is palpable. With the help of BeautifulBeast, a creative agency known for its bold and impactful campaigns, Primark launched its first store in the Lone Star State with a campaign titled Primark & McAllen: The Perfect Fit.
Lopez Negrete Communications Invites Bilingual and Bicultural Influencers to Join Proprietary Network of Latino Creators
Lopez Negrete Communications unveiled its innovative proprietary tool, the Latino Network of Creators (LNC) with a call to action for all Hispanic content creators across the United States to join. With the rise in content creator marketing, the tool is ideal and highly recommended for any brand aiming to expand their reach and visibility within the Hispanic community through influencer marketing. And, in turn, Latino influencers who join the LNC have a chance to work with the agency's client roster.
Beyond the Numbers: Reclaiming Intuition in Brand Strategy
For decades, we've all worshipped data as the ultimate decision-making tool. Standardized testing, ranking/league tables, business school and so much more has taught that numbers provide certainty — that patterns, probabilities and models will lead us forward in the best way possible. And while analysis is critical, more and more I find myself wondering if we've let go of something equally valuable: intuition.
Media agencies face the uncertainty of a Trump 2.0 presidency and the rise of agentic AI in 2025
No one doubts that 2025 is going to be a fasten-your-seatbelt kind of year. A new (but also not-so-new) president known to shake up norms, an expected deregulatory environment, but one that generally discourages pro-social initiatives and generative AI adapting and getting more powerful with each new iteration — the latest buzzword being “agentic” AI.
A Bad Bunny blueprint for brands: Speak to the universal by elevating the specific
How the Puerto Rican artist’s latest album, Debí Tirar Más Fotos, is a master class in cultural storytelling. As a proud Puerto Rican, I couldn’t help but feel a surge of emotion listening to Bad Bunny’s latest album, Debí Tirar Más Fotos. It’s a deeply personal — sometimes painful — love letter to Puerto Rico and, by extension, to all Latinos navigating the complexities of identity, heritage and contemporary life. by Omar R. Quiñones / MEL
Cervecería La Tropical unveils La Tropical Mixología
Cervecería La Tropical, Miami's craft brewery rooted in Cuban tradition and now a distillery, unveils La Tropical Mixología™, The World's 1st Distilled Beer Cocktail. This innovative and patent pending ready-to-drink (RTD) canned cocktail combines the refreshment of cerveza with the excitement of a handcrafted cocktail, delivering the vibrant taste & rhythm of Miami.
Challenes of Chasing Social Media Trends [REPORT]
"The 2025 Sprout Social Index" underscores why it's crucial for marketers to be leery of social media posts that go viral and ask themselves whether their brand has a legitimate connection to the story.
What the Hell Is Going On in Marketing with Bob Liodice
In the debut episode of On Scope, Bob Liodice, CEO of the ANA, joined host Mike Berberich to discuss the myriad issues facing the marketing industry, including solutions to complex measurement challenges, how to use AI responsibly, and how marketers can more effectively demonstrate the value of their efforts to the rest of the C-suite.
Building the In-House Marketing Team of the Future
Just five years ago, IHAs were a hot trend in the marketing industry. Today, they've become standard practice for corporate marketing and communications functions. According to the 2023 ANA report, 82% of organizations now operate with an IHA, driven largely by the need for creative control and greater agility — especially as the pandemic reshaped business priorities.
HISPANIC STAR champions Latino narrative at Davos to raise awareness of Economic impact of Latinos
Hispanic Star returned to Davos for the sixth consecutive year with a delegation led by Hispanic Star's founder Claudia Romo Edelman, and driven by the mission to share the narrative of the Latino community's integral role in driving economic growth and technological innovation with this critical global audience.
The Comeback Jingle: Why Brands Are Reigniting Advertising’s Catchiest Tradition
Jingles, those snappy, melodic hooks that lodge themselves in your brain that come to the surface when you least expect them. As simple "Ba da ba ba ba" from a friend, and you're responding with a "I'm lovin it." Next thing you know, you're on your way to McDonald's for a Big Mac.
