HMC HONORS THE HOME DEPOT AS 2026 HMC MARKETER OF THE YEAR

The Hispanic Marketing Council (HMC) has named The Home Depot as its 2026 Marketer of the Year, recognizing the brand’s strong engagement with the U.S. Hispanic market—demonstrated through culturally grounded strategy, creative excellence, and long-term investment. The award will be presented to The Home Depot Senior Vice President and Chief Marketing Officer Molly Battin at the 2026 HMC Annual Summit on April 23 in New York City.

The Home Depot has demonstrated what it looks like to lead with cultural intelligence by investing in dedicated insights, partnering with expert agencies, and ensuring Hispanic consumers are meaningfully represented—not only in targeted efforts, but across general market work.

“The Hispanic customer is not a segment for us—it’s central to how we think about growth,” said Battin. “By grounding our work in cultural insight and authenticity, we’re able to show up in ways that feel relevant, respectful, and useful—especially during the moments that matter most to our customers. We are honored to receive this award, and thankful to the customers and associates who make this work possible.”

A Consistent, Culture-Led Strategy

The Home Depot selected LERMA/ as its Hispanic agency of record in 2010, and, for more than 15 years, that partnership has helped deepen engagement with Hispanic consumers through tailored messaging, strategic media placements, and insights-driven creative tied to cultural moments and key retail periods.

Among the brand’s most recognized efforts is Latina Doers, a long-running campaign that celebrates the ingenuity, resilience, and leadership of Latina homeowners and skilled professionals—bringing culturally resonant storytelling to life while reinforcing The Home Depot’s role as a trusted partner in their ambitions.

The Home Depot’s Hispanic campaigns have earned multiple Best in Culture designations from the Alliance for Inclusive and Multicultural Marketing’s Cultural Insights Impact Measurement tool, along with recognition from the HMC for standout social and cultural work—including Battin serving as a keynote speaker and highlighting the brand’s successful case studies at a previous HMC Annual Summit.

“What makes this work special is the trust—trust in the audience, trust in cultural insight, and trust in long-term engagement,” said Pedro Lerma, CEO and founder of LERMA/. “The Home Depot has never treated Hispanic marketing as an add-on. It’s been embedded in the brand’s thinking for years, and that consistency shows up in both performance and brand love.”

Setting the Standard for the Industry
To be considered for HMC’s Marketer of the Year Award, companies must demonstrate a sustained commitment to multicultural marketing, backed by resources, leadership alignment, and measurable impact.

 With this recognition, The Home Depot joins a distinguished roster of HMC Marketer of the Year honorees that includes Walmart, McDonald’s, Toyota, State Farm, Ford, Sprint, AARP, Nestlé, Kellogg’s, Molson Coors, Pepsi, and AT&T—brands recognized for setting the standard in culture-forward, results-driven Hispanic marketing and for showing up in the communities they serve.

Beyond Marketing

The Home Depot’s dedication to cultural relevance extends beyond its communication efforts. Through its Living Our Values framework, the company continues to strive for excellence in workforce, community investment, and supplier engagement.

In 2025, The Home Depot partnered with the Hispanic Association of Colleges and Universities (HACU) to provide scholarships supporting Hispanic students pursuing careers in business, technology, and related fields—reinforcing the company’s belief in access, opportunity, and long-term economic mobility.

“The Home Depot exemplifies what this award is about,” said HMC Chair Jose Villa, president/chief strategy officer, Sensis. “They’ve shown that when you invest early, partner with cultural experts, and lead with insight, Hispanic marketing doesn’t just drive results—it strengthens the entire brand. That is what separates brands that participate from brands that lead. The Home Depot is a model for how to build relevance, trust, and growth over time.”

For more information, visit hispanicmarketingcouncil.org and follow HMC on LinkedIn and Instagram at @hmchispanic using the conference hashtag #HMC2026.