Multicultural
2025 Hispanic Market Thought Leaders – Available for DOWNLOAD for FREE
HispanicAd offers its annual report on key industry trends and honors the Top Marketing Executives with US Hispanic & Multicultural area. This report offers an depth analysis of the executives and their companies setting the standard of excellence for the US Hispanic Marketing industry.
The HMC 2025 Hispanic Market Guide challenges marketers to follow the growth and prioritize cultural COMPETENCY for brand success [DOWNLOAD for FREE]
The Hispanic Marketing Council (HMC) has released its highly anticipated 2025 Hispanic Market Guide as a roadmap to help marketers effectively and authentically connect with the top U.S. growth market: Latinos. The guide features business-building cultural insights, economic and sector data plus reports on media consumption, purchase behavior and Hispanic creativity.
2025 Hispanic Market Overview Report – DOWNLOAD for FREE
HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2025 Hispanic Market Overview – titled “VOZ of The American Influencer”
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
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
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.
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.
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
Blending Heritage: How U.S. Hispanics Make Thanksgiving Their Own
Thanksgiving… that American symbol of gratitude, togetherness, and stuffed turkey. But step into a Hispanic home on this holiday, and you instantly feel how the tradition has been transformed—filled with flavor, music, faith, and legacy. It’s not just a meal. It’s an experience, a ritual, and, for many, proof of how beautifully two cultures can come together. 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”.
When Every Voice Counts Every Brand Wins [New #SeeALL Video]
Today’s consumers are multidimensional, layered with stories, culture, and lived experience. When brands see people fully, not as fragments but as whole human beings, something powerful happens.
Clarity in Chaos: How Culturally Inclusive Marketing Restores Growth Certainty
Marketers today have more tools and data than ever, but less certainty about how to utilize them effectively. The issue isn’t information—it’s insights and growth-focused actions. By Carlos Santiago, CEO, Santiago Solutions Group, Co-Founder, Cultural Inclusion Accelerator, and AIMM
