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.

“The HMC Strategic Excellence Awards have evolved into the pre-eminent competition recognizing great ingenuity, courage and cultural fluency in Hispanic marketing and advertising. This comes at a pivotal time as more diverse content creators and marketing teams are showing corporate America the value of leading with culture in today’s multicultural landscape,” said Victor Paredes, chair of the HMC Strategic Excellence Awards Committee and executive director of cultural strategy at the Collage Group. “Congratulations to our agency winners and to the brands making the investments in the greatest U.S. growth sector!”

Casanova//McCann won Best of Show and Grand Prix for its “Found in Translation” campaign for U.S. Bank, which also earned two Golds in the Best Hispanic Cultural Insight and Impact on Innovation categories. Lopez Negrete Communications, alma and Zubi each took home two Gold awards, while BeautifulBeast won the remaining Gold.

Best Hispanic Cultural Insight

• GOLD: Casanova//McCann for U.S. Bank’s “Found in Translation: The untold story of children who give a voice to generations” campaign.
• GOLD: Lopez Negrete Communications for its work with the Ad Council and the Alzheimer’s Association, “Some Things Come with Age. Some Others Don’t.”
• BRONZE: CULTURE+ for Kellanova/Pringles’ “Pour on More Sabor.”
• BRONZE: LERMA/ for The Home Depot’s “Latina Doers”
• BRONZE: NBCUniversal for Sephora’s campaign of Latine brands, “The Foundation of Belleza.”
• BRONZE: Zubi Advertising along with GTB for Ford California’s “Unidos Stronger.”

Mainstream Impact

• SILVER: BBQ Agency for IPCVA – Argentine Beef Promotion Institute’s “It’s time for Argentines to stop talking / Argentine Beef Week.”
• BRONZE: d exposito & Partners for Tajin USA’s “Re-energizing Hispanic Sales to Yield Total Brand Sales Growth.”

NEW CATEGORY: Impactful Multicultural Research

• GOLD: Lopez Negrete Communications for its work with the Ad Council and the Alzheimer’s Association, “Some Things Come with Age. Some Others Don’t.”
• SILVER: Collage Group for its work with America Now 2023, “Harnessing American Identity to Navigate Social Issues.”
• SILVER: DLG Research’s work with Texas Children’s “Health Plan Cultural Competency”

Content Creator & Consumer Engagement Strategy

• GOLD: alma for its work for Molson Coors/Miller Lite’s “J Balvin’s Tab.”
• BRONZE: Zubi Advertising for Lincoln Motor Company’s “Lincoln’s Our Streets. Our Stories.”

Creative Ingenuity

• GOLD: BeautifulBeast for its work with the Colon Cancer Coalition campaign “Foreign Announcer Radio Campaign” for Colorectal Awareness Month.
• BRONZE: BBQ Agency for IPCVA – Argentine Beef Promotion Institute’s “It’s time for Argentines to stop talking / Argentine Beef Week.”

Impact on Innovation

• GOLD: Casanova//McCann for U.S. Bank’s “Found in Translation: The untold story of children who give a voice to generations” campaign.
• BRONZE: alma for its work for Molson Coors/Miller Lite’s “J Balvin’s Tab.”
• BRONZE: Creyentes (We Believers) for its work with PepsiCo US / Frito-Lay on the “Cheetos Deja Tu Huella” campaign.

Shopper and/or Experiential Impact

• GOLD: Zubi Advertising for its work on Ford’s “Copita Alianza: Qué Golazo Grassroots Program”
• BRONZE: CULTURE+ for Kellanova/Pringles’ “Pour on More Sabor.”

Media Connections & Content Strategy Impact

• GOLD: Zubi Advertising for its work on Ford’s “Qué Golazo de Cambio Media Campaign”
• SILVER: alma for its work with Molson Coors/Coors Light’s campaign, “Leagues Cup.”
• BRONZE: NGLmitú for AT&T’s 2023 Purpose Campaign “Yo Soy Así.”
• BRONZE: EssenceMediacom for its Ally Bank campaign, “Ally Builds Authentic Connections with Bicultural Hispanics.”
• BRONZE: My Code for its GMC Sierra campaign.

Pro Bono

• GOLD: alma for Change the Ref’s “Ballots Against Bullets – Survivors” campaign.
• SILVER: BeautifulBeast for its work with the Colon Cancer Coalition campaign “Foreign Announcer Radio Campaign” for Colorectal Awareness Month.

For more information, visit hispanicmarketingcouncil.org

About HMC: Founded in 1996 as the Association of Hispanic Advertising Agencies, the Hispanic Marketing Council is the national trade organization of all marketing, communications, and media firms with trusted Hispanic expertise.