Marketing
Why Cultural Fluency Is the Industry’s Most Undervalued Growth Lever
As we enter 2026, marketing sits at a decisive inflection point. Economic pressure, unevenly governed AI adoption, political polarization, fragmented media, declining attention, eroded trust, and cultural whiplash are converging—reshaping not just how brands market, but why consumers choose to engage at all. Budgets are tighter. Performance is demanded across the full funnel. Speed and efficiency are prized. In some boardrooms, this pressure has triggered a retreat toward “safe,” generalized approaches. That instinct may feel comforting—but it is dangerously misguided. By Liz Castells-Heard, CEO, INFUSION by Castells
It’s the end of the year as we know it, and I feel fine…
Ok so I changed up the lyrics to the popular (and decades old) REM song, because its the end of a year that shaped up to be quite different than we had thought just 365 days ago. We saw many changes in the advertising world that many of us never thought could happen. Brands like JWT, Y&R, Wunderman going away was the start of what was to come. And now we see DDB, FCB and Mullen Lowe also gone. By Xavier Mantilla - Managing Director @ Cheil Worldwide | Group Account Director
How Hispanic Diversity Comes to Life During the Holidays
In mainstream U.S. culture, Christmas is often seen as a single event centered on December 25. For Hispanic communities across the United States, however, the holiday season extends over several weeks, influenced by country-of-origin traditions, migration histories, and the experiences of living in a multicultural society. 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”.
Latinos Drive Culture & Business
American culture -and American commerce -are shaped by Hispanics. Across every vertical, Latino leaders aren’t just participating in growth. They’re driving it. By Grace Agostino / Nueva Network
Prisa Media secures exclusive North American Streaming VOD Rights for República Fútbol with Fernando Fiore
PRISA Media announced that its flagship sports platform AS.com, has secured the exclusive streaming rights for the popular soccer interview, talk and entertainment show, República Fútbol with Fernando Fiore ‘El Presidente,’ for the USA and Mexico.
Hispanic Holiday Spending and Shopping [REPORT]
ThinkNow conducted a study to explore Hispanic consumer spending and shopping behaviors during key events and holiday seasons, focusing on how they are adapting to DEI cutbacks, rising costs due to tariffs, and related economic challenges.
¡Ya Basta, Nuestra Batalla Comienza Hoy! – – – Enough is Enough, Our Battle Begins Today!
I’ve spent decades in this industry, long enough to see a pattern that’s impossible to ignore: Latinos have repeatedly been left behind. We’ve been overlooked in boardrooms, bypassed for promotions, and shut out of the C-suite. Today, the headlines tell an even more troubling story—mass layoffs and decisions that disproportionately impact proven Hispanic leaders. Multicultural departments have been gutted, leaving little expertise or commitment to driving growth through the Hispanic market. By Gene Bryan - CEO of HispanicAd
Telemundo Launches ‘Tu Momento. Tu Jugada.’ – a Nationwide Initiative Inspiring Future Leaders Through Sport and Community
Telemundo announced Tu Momento. Tu Jugada. — known in English as Telemundo’s Next Play — a nationwide sport impact and community initiative that champions the transformative power of sports to character, teamwork and leadership. Supported by Comcast NBCUniversal, the grassroots initiative spans multiple sports and communities, combining mentorship, live events, and local partnerships to help young people develop confidence, connection, and the skills that shape future leaders.
A Latino Heisman Isn’t Just a Football Story — It’s an American One
This year’s Heisman conversation is about more than highlight reels, quarterback efficiency ratings, or who can win one more game under the brightest lights. The rise of Vanderbilt’s Diego Pavia and Indiana’s Fernando Mendoza — two Latino quarterbacks leading the sport’s most prestigious award race — reflects something deeper: the evolution of America itself. By Gabriela Alcantara-Diaz - Founder, President / SEMILLA Multicultural, Inc.
MediaCo’s EstrellaTV to Broadcast and Stream Tigres vs. Toluca in the Liga MX Finals
EstrellaTV, the multiplatform Spanish-language network owned by MediaCo Holding Inc., announced that Tigres will face Toluca in the Liga MX Finals, airing live this Thursday across EstrellaTV’s broadcast and streaming platforms.
The ‘attention equation’: Winning the right battles for consumer attention. [REPORT]
Anyone who has spent too much of an evening trying to choose between entertainment options or ping-ponging back and forth between their TV screen and their phone while attempting to watch a new show or movie knows how many different forms of media are fighting for their attention.
No surprise that 2026 is shaping up to be another ‘more with less’ year.
No surprise that 2026 is shaping up to be another 'more with less' year. But the eye-opening stat from the WARC team's latest Voice of the Marketer report is that Marketing budgets are lagging business sentiment. By David Tiltman - Chief Content Officer, WARC; SVP Content, LIONS Intelligence
Brand is not a Cost Center. Brand is the engine.
Marketing is the toughest role in any organization. My opinion, but I live it. Here’s why. By Jennifer Cooper - Chief Marketing Officer | Strategic Partner to CEO’s and COO’s
Latinos are Rethinking Holiday Traditions and Travel Plans Amid Rising Costs
New data from the BMO Real Financial Progress Index finds Latinos in the U.S. will spend an average of almost $650 more this holiday season than in 2024. On average, U.S. Latinos expect to spend nearly $2,700, a 30% increase from last year, despite many reporting cutting back in key categories such as travel, decorating and entertaining due to rising cost of living concerns.
U.S. SOCCER DEBUTS OFFICIAL 2026 WORLD CUP CAMPAIGN CHAMPIONING USMNT’s GRIT AND RESILIENCE, NARRATED BY MARCELLO HERNANDEZ
U.S. Soccer today unveiled Never Chase Reality™, its official 2026 World Cup Men's National Team campaign, narrated by Marcello Hernandez. The 90-second film honors the past, challenges expectations, and invites fans to believe in what's possible. Combining insights from fan research and sentiment analysis to reflecting the hope and ambition of the players, Never Chase Reality™ reflects the journey to 26 for the Men's National Team.
Telemundo Kicks-off The Playmakers in Washington, D.C., Uniting Sports Leaders Ahead of the Final Draw for the FIFA World Cup 26™
Telemundo hosted its inaugural The Playmakers event last night in Washington, D.C., convening influential voices across sports, business, and media for an evening of powerful conversations ahead of the FIFA World Cup 26™ Final Draw.
Creator Economy Ad Spend to Reach $37 Billion in 2025, Growing 4x Faster than Total Media
The Interactive Advertising Bureau (IAB) released its 2025 Creator Economy Ad Spend & Strategy Report, revealing a surge in U.S. creator economy investment that is reshaping modern media strategies.
Omnicom cuts 4,000 jobs, shut several agencies after IPG takeover including OMD Multicultural Division
According to industry sources, the merger Omnicom and Interpublic Group is complete. Mayor layoffs have occurred and the OMD Multicultural Division led by Mike Roca has been casualty.
Against Authenticity: The Marketing Trope Has Run Its Course
Authenticity has become such a hollow marketing virtue that whenever I see another brand trot out an “authentic Latino story,” I roll my eyes hard enough to hit a 7-10 split. By Carlos Aguilar
Co-Branding in Sponsorships: Why Gen Z Doesn’t Trust Your Logo—They Trust Your Values
I've been thinking a lot about why some brand partnerships resonate with younger audiences while others fall flat. By Leopoldo Garcia
