Cultural Capital Is the Flex

3 Models Brands Must Master to Lead in Culture (Not Just Market in It)  Culture moves everything. It drives how people see themselves, who they connect with, and what they buy. It shapes language, aesthetics, rituals, desire. From Kendrick Lamar’s Super Bowl show to Bad Bunny’s Puerto Rican manifesto in album form, culture isn’t riding shotgun—it’s driving the whole car.  By Roberto Ramos - Group President, Chief Transformation Officer at Culture + Group & CIEN +

Northgate González Market names Orci Advertising as Agency of Record
	Orci, the Independent Hispanic-first full service agency, has been named agency of record by Northgate González Market, one of the largest Hispanic supermarket chains in the U.S. which is also proudly family-owned. The appointment was made in late 2024, with kickoff happening this past January. Orci replaces New York-based marketing agency Monks, which was previously known as Media Monks.

Reaching LGBTQIA+ Consumers with Interactive and Targeted Advertising Strategies
	LGBTQIA+ audiences are bullish on interacting with brands through digital advertising and social media, according to Horowitz’s recent report, State of Media, Entertainment, and Tech: FOCUS LGBTQIA+. This annual study found that LGBTQIA+ consumers are more likely to engage with interactive and targeted advertising.

Nueva Network adds to Leadership Team
	Nueva Network has announced that Jose Mateo has been promoted to President of Sales for Terrestrial Radio and Digital Media, and Jim Lyke has joined as Senior Vice President of Sales and Business Development.

Measuring Loyalty Marketing
	Loyalty marketing is a big business and increasing in importance. Loyalty marketing rewards customers for their repeat purchases or interactions with a brand. Think about airlines, hotels, and quick-service restaurants. Loyalty marketing programs are offered by national brands and local ones, like a neighborhood pizza shop.