Agency
The Bad Bunny Effect: Why This Is Good Marketing
When the news broke in 2025 that Bad Bunny would be part of the Super Bowl conversation, the reaction was immediate and loud. Not just from music fans, but from brands, marketers, and audiences who don’t always see themselves reflected in America’s biggest sporting moment. By Carla Urdaneta - fluent360
Latinos Are Not a Bucket Anymore — It’s Time Institutions Catch Up
For years, “Hispanic” has been treated as a convenient bucket. But the market has already moved — and the institutions still using that model are falling behind in real time. This isn’t a cultural argument. It’s a growth one. By Cesar Espindola - Customer Insights & CX Strategy
Authenticity Trumps Optimization
As a Hispanic, it felt like a triumph of Latino culture. As a marketer, it felt like the ultimate triumph of authenticity. Luis Caballero - VP Marketing Strategy and Analytics
Storytelling That Elevates
“Stories sell; facts tell” is a popular saying used in marketing and leadership arenas. By Melissa Vela-Williamson, M.A., APR, Fellow PRSA
How Brands Can Win Big in 2026. [REPORT]
The Big Game may be over, but the real story is just getting started. The creative ideas that captured attention and sparked conversation were a masterclass in what’s working with today’s audiences.
The 2026 World Cup will be a turning point for brands in the United States. [REPORT]
Our new report International Soccer: United States Expectations for 2026 reveals how U.S. audiences are preparing for the tournament and which cultural, digital, and consumption drivers will define the brands that win.
FOR THE CULTURE: How Multicultural Gen Z Creators Are Shaping Brand Narratives. [REPORT]
We are excited to share the launch of our new five-part cultural intelligence report, The Omnicultural Series. This series explores the rise of the Omnicultural segment: who they are, how they behave, and, most importantly, what this evolution means for brands and business opportunities, along with other key insights shaping today’s cultural landscape.
Where is your agency in the agency supermarket?
Many agencies forget about a critical element of brand positioning when it comes to their own brand. Just what kind of agency are they positioning? This important gap results in agencies missing out on business opportunities daily.
The Problem is not Bad Bunny: The problem is thinking Culture is measured by personal taste
As a Hispanic American, part of me wished he had walked out holding an American flag; with full respect for my Puerto Rican friends. I moved past that quickly once I understood the deeper symbolism built into the performance. By Ivonne Kinser - CMO | Founder | Author | Speaker
Bigger than Valentine’s Day: How Hispanics lead with Emotional Intentionality
14% of Hispanics say Valentine’s Day is the holiday they spend the most money on - nearly 2x the total population. The question is ... why? By Mike Black - Chief Growth Officer at Collage Group.
The Faces we choose to See.
Every now and then, something happens that jolts us — a cruel image, a careless remark — and suddenly we’re reminded that the work of empathy is never finished. It’s in those moments that we see how fragile our progress can be, how quickly the thin layer of civility can crack. By Luis Miguel Messianu
Advertising us Showmanship: Rediscovering the Power of Entertaining Ads
Somewhere along the way, marketing started measuring the wrong thing. By Diego Usai - Marketing Analytics
Telemundo Delivers Most-Watched Super Bowl in Spanish-Language Broadcast History
Telemundo delivered the most-watched Super Bowl in Spanish-language broadcast history, delivering 3.3 million total viewers, marking a milestone moment for Spanish-language television while solidifying the network’s leadership in live sports. The game topped the prior Spanish-language Super Bowl record by +47%, ranking as the highest-rated non-soccer sporting event in Spanish-language television history, according to Nielsen.
The Super Bowl as a Latino Cultural Moment
The Super Bowl wasn’t just about football this year. It became a rare collective cultural moment, one where messaging across ads and the halftime show converged around something deeper: pride, self-belief, and shared humanity. By Marissa Romero-Martin - Chief Insights Officer / Culturati
Beyond the Game: What the Super Bowl Shows About Hispanic Culture
To understand how Hispanics experienced this year’s Super Bowl, Ingenium Research conducted a comprehensive qualitative study using the 1Q platform, engaging U.S. Hispanic participants in real time. The study focused on individuals with moderate to high cultural affinity; people for whom culture is not merely background identity but an active lens that shapes their sense of belonging, community, and interpretation of mainstream media. By Maria Lucia Parra - I am a bilingual Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives, as “one size does not fit all”.
Santa Cruz Communications Marks 25 Years of Amplifying Latino Voices Through Strategic, Results-Driven Communications
Santa Cruz Communications (SCC), an award-winning boutique public relations agency specializing in the U.S. Hispanic market, today announced its 25th anniversary, celebrating 25 years of amplifying voices across a wide variety of sectors, including entertainment, health, education, nonprofit, finance and sports, through strategic storytelling and trusted media relationships.
Immigrants’ Recent Effects on Government Budgets: 1994–2023. [REPORT]
Recent increases in immigration have rekindled concerns about their effects on government budgets. This paper updates a model of these effects first developed by the National Academies of Sciences, Engineering, and Medicine (NASEM) to shed light on how immigrants, both legal and illegal, and their children affect government budgets. This analysis is the first to estimate the cumulative fiscal effect of immigrants on federal, state, and local budgets over 30 years.
135.4 million people watched Bad Bunny lead the Super Bowl halftime show. The largest audience in halftime history.
The “Benito Bowl” wasn’t just a cultural moment; it was an economic declaration. On the world’s biggest stage, Benito embodied Seguimos aquí (“We’re still here/We aren’t going anywhere”), showing that Latino culture unites millions across the Americas—together, we are América—and drives markets. By Gaby Alcantara Diaz - Semilla Agency
What the Immigrant Archive Project Has Taught Me
When I launched the Immigrant Archive Project, I thought I was building an archive. What I didn’t fully understand was that I was also building a mirror. By Tony Hernández - Documentary Filmmaker & Oral Historian Preserving family, founder, and cultural legacy
Pedro Torres: The passing of a Mexican legend.
Pedro Torres, the well-known producer-director who had helped pioneer production of TV spots for Hispanic Market ad agencies and would later on shine at the helm of global programming from top-level positions at TELEVISA, passed in Mexico City at the age of 73. Torres had been ill during the last four years. His passing was confirmed on January 30, 2026 with the announcement sparking an outpour of condolences from industry leaders and celebrities.
