Isaac Mizrahi, Alma's co-president and Hispanic Marketing Council board member, looks at the gap between investment and growth in multicultural marketing budgets. Reallocation of resources and updates to dated models will reap rewards for "companies with the courage to break up with old paradigms and fully embrace the new marketplace reality," Mizrahi writes.
Musician Bad Bunny and Frito-Lay's Cheetos are collaborating with Adidas on a fashion line and scholarship fund in the "Deja tu Huella" ("Leave Your Mark") campaign targeting Hispanic fans. "Between music and fashion, there are so many ways to leave your mark on culture, and I want to encourage everyone to follow whatever path inspired them," Bad Bunny says.
Media holding groups and marketers are dedicating more ad dollars to minority-owned media companies, Brad Adgate writes in this roundup of recent investments. Agencies and brands supporting Hispanic companies include Havas, Publicis and Coca-Cola.
Hernan Tagliani offers ways for brands to move forward as lockdowns ease, including knowing current and prospective customers. "Most marketers will acknowledge that future growth for their brands is dependent on winning with Hispanics," Tagliani writes, noting many incorrectly think "general market efforts are adequate enough to engage with Hispanic audiences."
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Margie Aguilar, co-founder of ISP Studios 23 years ago, discusses its transformation into a creative agency that serves clients in English and Spanish. ISP Creative will provide production services in addition to bilingual marketing.
The Hispanic Marketing Council's 2021 Hispanic Market Guide is the authoritative source for identifying companies with trusted Hispanic marketing expertise. The guide features research and insights from Kantar and Nielsen and unparalleled competitive intelligence. For the first time, the Hispanic Market Guide includes a section devoted to creative, in partnership with Circulo Creativo USA.