Multicultural
A Simple and Effective Guide to Segmenting Your Hispanic Market Research Sample
Conducting market research in the Hispanic market can be challenging, especially for researchers unfamiliar with the community or living in another country. Here is a quick guide to building a representative sample and obtaining accurate results.
Engaging the Community: A Fresh Approach to Hispanic Heritage Month Celebration 2024
We are six months away from 2024 Hispanic Heritage Month but if you want to do it correctly - the strategizing, planning, and coordinating of the month's activities begin now. By Zuhaly Ramon, MA - Marketing Director | Brand Strategy Expert focused on developing millennial and Gen-Z Latino voices | Share Multicultural Marketing Insights
The Future-Ready Agency: How to Achieve Long-Term Success
According to a 2024 Setup survey, over 50 percent of brands are likely to change their primary agency this year — a 17 percent increase from 2023. This statistic underscores the growing complexity and competitiveness of the agency landscape.
HMC TO ADVERTISING & MARKETING EXECUTIVES: STOP LATINO COATING
In today’s competitive marketplace, CMOs face immense pressure to achieve growth. Proper investment and authentic engagement with U.S. Latinos, who are influencing mainstream culture and fueling demographic shifts is the clear answer. The Hispanic Marketing Council (HMC) unveiled a new campaign at its 2024 Annual Summit calling on the advertising and marketing industries to “Stop Latino Coating.” The resounding message? Give Hispanic marketing the weight it deserves, connect authentically or kiss your careers goodbye—#STOPLATINOCOATING.
THE HISPANIC MARKETING COUNCIL ANNOUNCED THE WINNERS OF THE 2024 HMC STRATEGIC EXCELLENCE AWARDS
The Hispanic Marketing Council (HMC) announced the winners of the 2024 HMC Strategic Excellence Awards Powered at its annual summit in New York City. After a record-breaking year—both in quality and quantity of entries—a total of nine Gold, five Silver and 13 Bronze awards were given to 16 US-based agencies representing 27 campaigns in nine categories.
Frito-Lay and Rockstar Energy Drink announce Sponsorship of Leagues Cup Tournament
Lay's, Sabritas, Gamesa, and Rockstar® Energy Drink announced a multi-year sponsorship of Leagues Cup, the official, World Cup-style tournament that features all 47 clubs from Major League Soccer (MLS) and LIGA MX.
Inclusive Trends for 2024
When we look for trends to watch in any given year, it helps to think of them in the context of mega-trends – long-term cultural questions that don’t resolve one way or the other. These are topics like whether brands should take stands on cultural or political issues, how increasing consumer savviness conflicts with motivated ignorance, or how the ability to target increasingly fine-tuned groups of people exists in a world where any statement or campaign is accessible to the entire population. The trends of 2024 are variations on these larger themes. By Russ Gottwald, Associate Strategy Director - PACO Collective
An Olympic-Sized Opportunity for Brands
The Paris 2024 Olympic and Paralympic Games offer opportunities for brands to connect with global audiences
The Impact of CORRIDOS on Culture [REPORT]
With instruments and lyrics inspired by Mexican culture, Mexican Corridos are a beloved musical format attracting enthusiasts and newcomers to today's genre-blending collaborations. To better understand the impact of Corridos on culture, we partnered with Orci Advertising for an in-depth study examining what's driving the evolution of this revolutionary genre. Learn more about this dominant force in music and pop culture
ORTEGA Beauty Brand launches
Etienne Ortega, the renowned makeup artist behind celebrities including Lana Del Rey and Christina Aguilera, launched his own beauty brand, ORTEGA. The brand is inspired by Etienne’s signature lip contouring techniques and is formulated with ingredients from his native Mexico, including Blue Agave.
Bridging Cultures, Elevating Wellness: The Future of Multicultural Marketing
In this episode of The New Mainstream podcast, Will Campbell, Co-founder and CEO of Quantasy, shares his perspective on the state of multicultural marketing and how young, diverse generations are driving wellness trends.
The U.S. Evolution of Soccer into Fútbol [REPORT]
Each day brings us closer to the highly anticipated summer of 2026, when the United States, Canada and Mexico will make history by jointly hosting the largest FIFA World Cup yet, featuring 48 teams and spanning 104 matches. As the host city for the 2026 World Cup final, New Jersey’s Metlife Stadium will shine on the global stage, drawing billions of viewers worldwide. During the Qatar 2022 World Cup, an estimated 9 million viewers tuned in to the Spanish-language broadcasts on Telemundo, Peacock and its streaming services to witness the nail-biting final between Argentina and France.
For Diversity in Advertising to Stick, It Must Be Considered in More Places
Corporate diversity, equity, and inclusion (DEI) goals are encountering challenges due to economic pressures and a recent Supreme Court ruling to cease affirmative action. Consequently, certain companies with a short-term perspective are diminishing their emphasis on DEI, and this trend is extending to DEI in advertising. The repercussions are evident in recent data from Paramount, which finds a significant decline in the percentage of Black and Hispanic individuals represented in advertising.
Cultura is Everything
How the New Wave Latino Pop Culture Revolution Is the Real Deal. By Roberto Ramos - ceo / founder / chief creative officer / the Ideatelier : culture is everything
AIMM ANNOUNCES THE MOST CULTURALLY INCLUSIVE BRANDS WITH THE HOME DEPOT RANKING AS BEST-IN-CULTURE AND LYSOL AS BEST-IN-AD EFFECTIVENESS
The ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM), in partnership with the Cultural Inclusion Accelerator (CIA), unveiled the Most Culturally Inclusive Brands of 2023. The awards are based on extensive research through the CIA’s industry-leading measurement methodology, the Cultural Insights Impact Measure (CIIM™), a metric that identifies the impact and effectiveness of cultural relevancy and positive DEI reflections in ads and the potential to affect sales lift.
Multicultural Marketing in 2024: Change is Here, Opportunity Awaits [REPORT]
The past year has been a roller coaster ride for multicultural marketing practitioners. From the recent Supreme Court ruling on affirmative action to increased scrutiny of diversity, equity and inclusion (DEI) initiatives, companies are carefully assessing how these factors will impact their multicultural marketing budgets. ThinkNow shares this curiosity and has recently surveyed corporate decision-makers in multicultural marketing and multicultural consumer research, aiming to understand how they are strategically navigating the current landscape.
More than Words: How to Connect with U.S. Hispanics through Authentic and Meaningful Content
I love language, I love culture, and I am fascinated by what happens when the two meet. News of the emerging dialect in South Florida resonated with me for two reasons. First, I learned English in Miami and have lived there twice. Second, the article shows how languages and cultures influence each other. By Alberto Navas - SHRM-CP, MBA
Ethnic Diversity among Marketers declining [REPORT]
ANA’s study “A Diversity Report for the Advertising/Marketing Industry,” revealed that ethnic representation among marketers declined substantially from 32.3% in 2022 to 30.8% in 2023. This was a sharp reversal from the previous three years where ethnic diversity increased from 27.6% in 2019 to 32.3% in 2022.
How to Strengthen the Relationship Between Marketing and PR [PODCAST]
Is your PR agency on your A-Team? It's a question that CMOs and marketers navigating an increasingly complicated media terrain need to ask themselves. Is PR called in from the get-go when the ad brief is being developed or once the campaign is fully baked to knock out a press release and pitch a few media outlets? The response could spell the difference between a marketing campaign that is meh and one that maximizes the effort and provides brand lift.
Havas Sharpens Lens on Diverse Audiences with Inaugural Meaningful Brands [REPORT]
Havas has launched the inaugural 2024 Meaningful Brands Special Report in conjunction with Republica Havas and Havas Media Network to sharpen the marketing lens on the fastest growing and most influential audience in the U.S.: diverse consumers.
