News

“Embracing Purpose Beyond Politics: A New Opportunity for Brands in a Divided America.”

As the dust settles on one of the most divisive elections in recent memory, brands have a rare opportunity to refocus on their purpose. Beyond the bitter politics and polarized discourse, there’s a deep desire among consumers for connection and unity. This presents a pivotal moment for brands: they can now help bridge divides, uplift communities, and inspire optimism. But this requires brands to step boldly into their purpose-driven messaging—while avoiding the political pitfalls that can alienate their audience.  By Luis Miguel Messianu. Founder, President-Chief Creative Officer- MEL

Marketers need to evolve beyond the “multicultural” brief

By lumping distinctly diverse audiences together under one umbrella and isolating entire cultural communities into a “niche,” the industry persists in sending a clear message: historically underrepresented consumers are still not seen as part of the cultural mainstream in marketing. Dr. Anastasia Kārkliņa Gabriel asks, when will marketing’s approach to cultural diversity align with the realities of today and the demands of tomorrow?  By Dr. Anastasia Kārkliņa Gabriel

2025 Sports Marketing Outlook

How the trends and lessons of 2024 shed light on what to expect in 2025

Rapid Change Is Driving a Need for Marketing Training

Companies rely on a variety of training formats to keep their marketers up to speed

Decoding the Hispanic Voter: Affluence, Status, and Ideology in the 2024 Election

In the wake of the recent election, the strong Latino wave supporting Trump caught many by surprise. As I noted in my last piece on decoding the Hispanic voter, an emerging trend is clear: working-class and middle-class Latinos are joining the ranks of an increasingly affluent, conservative Latino voter base, where ideological leanings are often anti-socialist and pro-business.  By Gabriela Alcantara-Diaz - Founder, President of SEMILLA Multicultural, Inc.

Why Trump’s Victory Shows Hollywood’s Star Power Just Isn’t Enough Anymore. The Subtle How

I’m not a political analyst, and this isn’t a post to stir up debates over policy or undermine anyone’s feelings about the election results. But as someone deeply interested in how audiences connect and who holds influence, I can’t ignore the subtle yet significant shift this election highlighted. Trump’s win showed us something crucial: traditional celebrity endorsements might be losing their grip, especially when weighed against the power of relatable, community-driven influencers.  By Emmanuel Paa Kwesi Owusu - Digital Business Transformation | Head of Digital, Citi FM & Channel One TV | Brand Strategy | Akora | Consumer Behaviour |

Cultural Insight: The Missing Link in Marketing Strategy

Why do some marketing campaigns fail to resonate? The answer may lie in a critical oversight; culture. Marketers and agencies often underestimate the power of culture in shaping consumer behavior. According to Sasu, to gain profit and satisfy the target market, the culture must be understood (Sasu, 2005). Marketers often study demographics, economic conditions, and product features, overlooking the deeper aspects of cultural identities. To customize a message to different groups of people, the marketing strategy must recognize the psychographics and behaviors of those target audiences. Failing to do so can result in campaigns that fail to connect or, worse, offend different cultures. What works for one group might be inappropriate or offensive to another. Even though the ramifications of neglecting cultural marketing are prevalent, marketers still overlook it because of complexity, short term goals, and costs. This essay will explore the implications that are involved in cultural marketing.  By Gabrielle Christina - Florida State University - Hispanic Marketing Communication

Differences between code switching and Spanglish, and implications for advertising to Hispanics

Code switching and Spanglish are two linguistic phenomena that occur within the Hispanic community, but they differ in their nature and implications. A new identity is followed by a new Spanish and English dialect. As Hispanics undergo increased acculturation in the U.S., their language usage tends to become more hybrid in everyday contexts. This involves the occasional insertion of English words into Spanish discourse, a phenomenon known as code-switching, and the development of Spanglish, a hybrid language combining elements of both Spanish and English (Korzenny et al., 2017; Levine, 2023). Both involve the dynamic interplay between Spanish and English, but they differ in their nature and implications. A new identity and way of speaking will become increasingly prevalent and acknowledged as part of Hispanics' experience in the US. This essay will delve into the distinctions between code-switching and Spanglish, drawing on additional readings, personal experiences, and insights from interviews with diverse Hispanic consumers. Furthermore, an exploration of the implications of these linguistic practices for advertising to the Hispanic demographic will be undertaken.  By Katherinne Peralta / Florida State University

How to evaluate agency proposals

Very few marketers are taught how to evaluate an agency proposal, whether it is a formal written response to an RFP, a presentation or some other format.

Loyalty Marketing: Key Takeaways from the Latest ANA Report

ANA's new report, Loyalty Marketing: The Good, the Bad, and the Ugly, details the "good, bad, and ugly" (literally, pun intended) regarding customer programs. Customer loyalty programs are, intrinsically, meant to increase engagement through personalized offers by rewarding, you guessed it, loyalty through harnessing first-party data.

A look at the state of affordable housing in the U.S.

Housing affordability has emerged as a key issue in this year’s U.S. presidential election. Both Democrat Kamala Harris and Republican Donald Trump have talked about what they would do to increase the supply of affordable homes and people’s ability to buy them, though their plans have little in common.

The Crucial Role of Insights-Based Research in Engaging the U.S. Hispanic Market

As the U.S. Hispanic market continues to grow and diversify, understanding and connecting with this vibrant segment has never been more critical for brands. Insights-based research is the key to unlocking the cultural nuances, values, and behaviors that drive decision-making among Hispanic consumers. By leveraging these insights, brands can develop strategies and campaigns that resonate deeply and authentically with the Latino audience. At Culture IQ, we specialize in providing the insights needed to guide your success in this dynamic market.

Record Latino Voter Engagement and Shifting Political Sentiments Highlighted in Final Week of the Nation’s Only Weekly Latino Voter Poll [REPORT]

Entravision, AltaMed, and BSP Research have unveiled Week 8 findings from the 2024 National Latino Voter Tracking Poll, showcasing record engagement and significant insights into Latino voters' perspectives as Election Day approaches. With 84% of registered Latino voters already casting their ballots or expressing near certainty to vote, the poll highlights unprecedented enthusiasm, as early voting among Latinos has doubled in just the past week. Despite this strong participation, the data also reflect growing anxieties, with many Latino voters concerned about potential election disputes and their community's place in America. Additionally, the findings show intensified Democratic outreach efforts, outpacing Republican engagement, and a clear preference for Kamala Harris among Latino voters, indicating key shifts in support and political sentiment within the community.

Decoding the Complex Latino Vote in the 2024 Election [INSIGHT]

It’s clear that the Hispanic vote is far from a monolithic force. Instead, it reflects a complex landscape where affluence, social status, and ideology converge, shaping distinct partisan trends across multi-ethnic and socioeconomically diverse Latino communities. Today’s Latino voter is increasingly informed by unique experiences and values, highlighting the nuances of a voting demographic that demands to be understood beyond stereotypes.  By Gabriela Alcantara-Diaz - Founder, President of SEMILLA Multicultural, Inc.

Team Global vs Team Local

• A few days back I elaborated on a service we provide in the ad biz called “transcreation”.
• When simply translating an ad campaign is not enough or not advisable.
• Sometimes the need presents itself to culturally localize a campaign because it was created with strategic insights &/or creative premises &/or executional decisions that might sound foreign or be misconstrued by a certain target audience.  By Gonzalo López Martí - Creative Directo

How Much Longer Can The Agency/Client Model Survive?

“The agency model is broken.” This refrain is so worn out it’s a cliché. Yet, despite its obvious flaws, the model has survived for decades. Here’s how it works: agencies base their fees on the number of “Full-Time Equivalents” (FTEs) assigned to a client—essentially, headcount. In theory, more complex projects require more FTEs, allowing agencies to scale revenue with staff allocation. More FTEs mean higher fees; simple math, straightforward billing.  By Shelly Palmer

The Coca-Cola Company relaunches Barrilitos in California & Texas

The Coca-Cola Company announced the regional relaunch of Barrilitos, a Mexican soft drink brand with a rich legacy dating back to 1938. A new addition to Coca-Cola's imports portfolio, Barrilitos hails from Monterrey, México, and is poised to make waves in California. With its nostalgic appeal, vibrant flavors, and premium quality, this authentic soft drink is bottled and produced in México, ready to delight consumers across the California region.

Canela.TV expands presence with New FAST Channels on Samsung TV Plus in the U.S. and Mexico

Canela Media announced its continued expansion on Samsung TV Plus, recently launching multiple FAST channels in both the U.S. and Mexico, offering top-tier Spanish-language and international content to a broader audience. In addition to the previously available Canela.TV channel, viewers can now enjoy the finest selection of Spanish-language content including Canela Originals on Samsung TV Plus’ linear FAST Channels.

HRN Hispanic Radio Network responds to Advertisers creates “The Influencer Radio Network”

Hispanic Radio Network (HRN), has created The Influencer Network to help advertisers connect with Hispanic communities across the US. The Influencer Network leverages the growing impact of HRN’s syndicated personalities on their radio listeners and social media followers.

Urban One enters Ohio & Indiana markets with Spanish Language Radio Stations

Urban One Inc. announced a Local Management Agreement (LMA) with La Mega Media, Inc., and Lazo Media LLC, taking a significant step to expand Spanish-language programming across its Ohio markets and into Indianapolis. Effective November 1, 2024, Urban One will own and/or operate stations under the La Mega brand in Cleveland, Columbus, Cincinnati, and Indianapolis. Additionally, Claudia DeLeon, most recently the Chief Operating Officer of La Mega Media, has been named Vice President, General Manager of the Cleveland market, and Head of Spanish Broadcast Operations for Urban One.