HMC Honors AT&T with the 2025 Marketer of The Year Award

The Hispanic Marketing Council (HMC) has honored AT&T with the prestigious 2025 HMC Marketer of the Year Award. This recognition places AT&T among an elite group of brands that have demonstrated a strong commitment to multicultural marketing and engagement. AVP, Corporate & Brand Advertising Lianne Sinclair will accept the award at HMC’s Annual Summit on April 8 in New York City.

“Connection is universal, and our mission is to seamlessly bring people together through creativity, technology, and innovation,” said Sinclair. “We are proud to be recognized to do impactful work in the Hispanic market, a business imperative.”

To be considered for the award, companies must showcase a top-down commitment to multicultural marketing and allocate resources reflective of the Hispanic market’s significance.

Resonant, Results-Driven Multicultural Campaigns

AT&T, in collaboration with agencies such as Dieste, BBDO LA, and Hearts & Science, has developed highly relevant, ROI-focused marketing campaigns that have earned widespread affinity with Hispanics and across mainstream segments:

• AT&T Guarantee: Leveraging the voice of Latina actress and icon Sofia Vergara, the culturally meaningful launch campaign took a tongue-in-cheek approach to the adage “Nothing in life is guaranteed”—not even something as basic as opening a tub of butter…and finding butter, or in-laws who don’t overstay their welcome—AT&T shared its industry-leading commitment to providing its customers with the connectivity they depend on, deals they want, and prompt and friendly service they deserve.
• GIGillionaire: Armed with the insight that Latinos do not define wealth by numbers in a bank account, but by the “richness” of connection, AT&T has used culturally relevant storytelling to showcase AT&T Fiber’s super-fast, multi-GIG internet over three years. Earning two Effie Awards (GIGillionaire campaign launch, 2022 World Cup), with a third (AT&T Fiber® with All-Fi®) currently in judging for 2024.
• Fans Soccer Club Campaign: On the road to the 2026 World Cup, AT&T’s recently launched campaign demonstrated how a Hispanic-led insight can drive mainstream impact and earn brand love by connecting, and strengthening the bonds of, the unique “fan clubs” that make up the fabric of U.S. soccer culture.
• Madrina Campaign: Wedding madrinas and padrinos are loved ones who contribute to be a part of the wedding, be it financially, or with experience. That’s where Dieste came up with a new kind of wedding role: the madrina of “best deals.” This bilingual campaign was so successful that AT&T extended this campaign to all consumer segments.
• Feel It Again and Again: As part of the iPhone 16 launch, this campaign highlighted the excitement of upgrading to a new phone each year in humorous ways, like the joy of having a new baby or getting the spark back in your relationship… with the kids misinterpreting the excitement.
• Connect to Your Roots: This heartfelt Hispanic corporate television execution procured the highest lift in brand love by bringing to life AT&T’s expression of purpose: Connecting Changes Everything. It depicted connectivity (in both human and technological terms) deepening a U.S. born Latino’s cultural roots and the emotional bond with his grandmother through Spanish language.

Bridging the Digital Divide & Supporting Latino Entrepreneurs

AT&T has created the Achievery, a free online learning platform provides digital literacy workshops and Spanish-language educational resources for K-12 students. A $1 million contribution to the Hispanic Heritage Foundation (HHF) supports over 10,000 students and adults in 75 cities.

As part of its efforts to help bridge the digital divide, AT&T has established 23 centers nationwide, as part of its multi-year $2 billion commitment. These centers offer free internet and technology access to underserved communities.

Celebrating Hispanic Heritage

AT&T worked with U.S. Soccer to highlight voices through exclusive content, special appearances, and events as part of its Cultural Connections with U.S. Soccer initiative. The program includes collaborations with artists and coaches to showcase the cultural impact of the sport.

Finally, HACEMOS is AT&T’s employee-led association, founded 37 years ago. It currently has over 20 chapters and 6K+members.

 “AT&T has been a consistent leader, strengthening its brand presence among Latinos, partnering with agencies with deep cultural expertise, and leading with cultural insights, which has earned them increased impressions, customer loyalty, and engagement across all segments,” said HMC Chair Jose Villa, President/Chief Strategy Officer, Sensis. “They serve as an important case study for what it looks like to prioritize growth and recognize the Hispanic market as a key driver of the American mainstream – a true example of what it means to not Latino coat.”

For more information, visit hispanicmarketingcouncil.org and follow HMC on LinkedIn and Instagram at @hmchispanic using the conference hashtag #HMC2025.

About HMC: Founded in 1996 as the Association of Hispanic Advertising Agencies, the Hispanic Marketing Council is the national trade organization of all marketing, communications, and media firms with trusted Hispanic expertise.