Marketing
“Brands and Politics”
You can say that in today’s environment brands are running naked in the marketing forest! Every day ushers in a new 'culture war' as societal progress meets resistance. Brands are being cancelled and called out by minority yet vocal communities, divided in their values from both the alt-right and liberal left. With societal issues now purposefully being made political, what does this widening ideological gulf mean for the future of brands? Is the marketing industry totally out of touch with consumers and the realities of the day? Or are we at an inflection point where the industry can help bridge the gap across the dissenting voices? By Luis Miguel Messianu - President-Chief Creative Officer - MEL (Messianu/Edelman/Lerma)
Latinos are Leading America’s Economy— With or Without Your Support
Data doesn’t lie. U.S. Latinos now generate an astounding $3.6 trillion GDP, making us the 5th largest economy in the world, bigger than India, the U.K., and France. And we’re not slowing down. Our GDP is growing faster than any other country except China, positioning us to surpass Germany by 2027 and reach $5.7 trillion by 2029. Yet, despite this staggering economic power, Latinos remain grossly underrepresented in leadership, media, boardrooms, and investments. By Beatriz Acevedo - CEO/Cofounder SUMA.
2024 Hispanic Content Report – Available for download for FREE
HispanicAd offers its annual report on key Content, Data & Social usage strategies, along with the importance of using Data strategies to engage the US Hispanic Consumer.
Women’s Sports Could Be a Net Win for Marketers
Trinity Rodman, No. 8, and Sophia Smith, No. 11, of the United States women's national soccer team, look on during the first half of a game against Columbia at Snapdragon Stadium on October 29, 2023, in San Diego, Calif. Women’s soccer is one of a bevy of women’s sports that are attracting a growing number of passionate fans, with a wide array of brand advertisers following suit.
Engaging Hispanic Consumers: Cultural Depth and Strategic Connection
Hispanic consumers are a vital demographic in the U.S., blending traditional values with modern influences. To truly connect with this dynamic group, brands need to go beyond surface-level engagement and tap into the depth of their cultural and personal identities. By Sylvia Vidal - Senior VP of Insights
The importance of being bilingual
Bilingual people seem to have a lower incidence of Alzheimer's disease and dementia. Or so claim them neurologists. By Gonzalo López Martí - Creative Director
Celebrate Latino Excellence: NFL’s “Por La Cultura” Campaign Launches Powerful New Spot!
The NFL released a powerful 60-second spot as part of its “Por La Cultura” campaign, which celebrates Latino players, coaches, and staff while celebrating Latino excellence and sharing authentic stories of the community.
𝗘𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝗼𝗳 𝗟𝗮𝘁𝗶𝗻𝗼 𝗜𝗱𝗲𝗻𝘁𝗶𝘁𝘆 𝗧𝗲𝗿𝗺𝘀
The search for a unifying Latino identity in America has evolved significantly. By Mercedes Sullivan - VP, HR Storefront
How do you feel when companies send you direct marketing materials in Spanish without checking if that’s your preferred language first?
Many companies are incorporating Spanish-language marketing into their strategies to better connect with Hispanic audiences. However, while this can foster a sense of inclusion, it can alienate certain groups if not done thoughtfully. A recent study conducted by Ingenium Research involving 158 Hispanic consumers across the U.S. reveals how Spanish-language marketing is perceived based on language dominance and age. These findings highlight the importance of understanding the diversity within the Hispanic market and language's impact on marketing efforts. By Maria Lucia Parra- I am a Bicultural Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives as “one size does not fit all”.
Exploring the Growing Influence of the Hispanic Market in the U.S. [REPORT]
The U.S. Hispanic market has evolved into one of the most significant and dynamic consumer segments for American businesses. With over 63.5 million Hispanics comprising 19.1% of the U.S. population, the demographic is both large and influential. Beyond sheer numbers, the unique cultural values, preferences, and trends within this group offer businesses immense growth potential. ThinkNow's "Hispanic Market Today" report explores how the Hispanic community is reshaping the demographic landscape and creating new opportunities for companies across industries.
Governor Newsom Signs Major Legislation to Bolster Ethnic and Community Media Through the State’s Advertising Power
In a decisive move to strengthen ethnic and community media, Governor Gavin Newsom signed AB 1511 - authored by Assemblymember Miguel Santiago (D-Los Angeles) - into law, mandating that state agencies develop plans to increase their advertising spending in media outlets serving California's diverse populations. The law requires agencies to annually report on their progress to ensure transparency and accountability. Sponsored by the Latino Media Collaborative, AB 1511 represents a key effort to direct the state's advertising dollars towards ethnic and community media, creating a sustainable foundation for these outlets to thrive.
Future-Proofing Brands: The Power of Inclusive Marketing in Music and Media [PODCAST]
In this episode of The New Mainstream podcast, Robert Vélez, Vice President of Inclusive Network & LATAM Sales at Vevo, discusses how brands must proactively pursue inclusion to cultivate opportunities to connect with diverse audiences.
Hispanics are evolving and changing…my thoughts
Having read Maria Lucia Parra's article on HispanicAd it strikes me that more people in our industry are trying to "tapar el sol con el dedo". This to my non Spanish speaking friends is simple - you can't block the sun with your finger. I for a long time have been an advocate of looking at Hispanics through a prism and not a lens. By Xavier Mantilla - Ex Ogilvy/WPP, Starcom/Publicis, UM/IPG, OMG Building growth for brands using creativity and technology in the US, Latin American and Hispanic market place. Connecting people and ideas!!
Beyond Hispanic Heritage Month: How Brands Can Support Year-Round Cultural Celebrations
As we enter the second full week of Hispanic Heritage Month, it’s encouraging to see so many in our industry publishing thoughtful opinion pieces on the occasion. The discourse has been rich and diverse, but one message stands out: Brands must engage with Hispanic consumers year-round, not just during Hispanic Heritage Month. By Louis Maldonado
Drip Across America
The Drip is in the Details, NFL Shop is looking to highlight “main character energy” - the energy we all get when we wear clothes that makes us feel like we’re bringing our best. The campaign does this by diving further into the details of not only the style, but the fans sporting the merch!
Moving Beyond Acculturation: How Marketers Are Embracing Cultural Fluidity in Hispanic Audiences
For decades, marketers relied heavily on acculturation models to understand and target the U.S. Hispanic population. The model grouped Hispanics into categories like unacculturated, bicultural, or fully acculturated, based on their assimilation into American culture. This framework has been a long-standing tool to segment the Hispanic audience and tailor marketing messages. However, in today’s world, this approach is rapidly losing its relevance. By Maria Lucia Parra - Bicultural Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives as “one size does not fit all”.
How to Tell a Story That Matters
If you look at any great story, there are elements they all have: a main character, a want or need, a plot, tools the character uses, and most importantly, conflict. Conflict is the engine that drives every story, and the best storytellers not only have compelling conflict but highlight the conflict. The conflict can be internal or external, but it's the most important element in every story. From Darth Vader to the Joker, every great story has that agent of conflict.
Show me the “Money/Dinero” – – The Hispanic Sports Fan – Young, Engaged, Invested and Female
We all know that sports is a big business, and the leadership at L’Attitude has embraced the growth that comes with sports as a business imperative- so satisfy that need this year’s conference launched its inaugural AVANCE Sports track (Association For The Advancement Of Latino Sports) with athletes, owners and marketers to share the importance of “not just welcoming the community but celebrating and uplifting them”. Every Sport was well represented by athletes or owners of MBL, NFL, NHL, NBA, ESPN with mainstage reserved for Diana Flores, NFL Flag Football Ambassador and Karl-Anthony Towns, NBA All Star Minnesota Timberwolves. By Ana Ceppi
Eighty percent of brands have concerns about agency use of GenAI
Nearly two-thirds of brand owners (63%) are already using generative AI in their marketing strategies, according to new research from the World Federation of Advertisers (WFA) but many have serious concerns about the technology.
