October 27, 2021
Hispanic Marketing Council SmartBrief
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Top Story
Author MeiMei Fox looks at ways to reach Hispanic youths and the demographic's $1.5 trillion in potential buying power. Fox spotlights Latina venture capitalist Ilse Calderon's "Hypercultural Latinx" consumer identity and how authenticity and cultural understanding can contribute to successful brand campaigns.
Full Story: Forbes (tiered subscription model) (10/26) 
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2021 Hispanic Market Report
Get unique data, analytics and actionable industry insights for U.S. Hispanics to help you effectively define, target, engage and accurately measure ROI impact. Download Report.
Cutting-Edge Campaigns
Johnson & Johnson is launching the Health Equity Innovation Challenge to gather ideas from Hispanic and Black communities in six cities -- Chicago, Detroit, Los Angeles, New Orleans, New York and Philadelphia -- to eliminate inequalities in health care. A total of $1 million will be distributed to winners, and the innovation challenge is part of Johnson & Johnson's $100 million commitment to communities of color.
Full Story: FiercePharma (10/26) 
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Creators: A megaphone to your customers
Creators can represent products and services to audiences beyond brand-owned media, most often with a wider and deeper reach than owned channels. In this November 4th session, learn how to approach the creator economy to seize this rapidly expanding marketing opportunity. Register now
Industry Trends
Telemundo and the #SeeHer movement are working on a #WriteHerRight guide to improve the portrayal of Hispanic women in advertising and programming. Procter & Gamble Chief Brand Officer Marc Pritchard, who is co-chair of SeeHer, says, "We see a lot more diversity in ads and programs today, but we need to ensure that Latinas are accurately portrayed in a real, respectful and genuine way that truly reflects who they are."
Full Story: Next TV/Broadcasting+Cable (10/26) 
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Veronica Tabares of Jack Morton offers three ways agencies can move toward inclusivity and value diversity. Start by showcasing employees' cultural histories, then amplify voices by filling seats at every table with diverse backgrounds, and actively recruit and mentor from underrepresented communities, Tabares advises.
Full Story: The Drum (free registration) (10/25) 
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Digital marketers play short game with content
Leading fashion brands are trying to appear new and fresh, attract youthful audiences and save money by forgoing evergreen social media and paid content in favor of short-lived content that can disappear in as little as 24 hours, according to industry experts. "When you look at how often retailers change their physical store windows, it makes sense to change social media content frequently too," says Cody Eastmond, Science Magic's senior director of digital marketing.
Full Story: Vogue Business (10/25) 
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While automation saves money, it can also be detrimental when applied to companies' marketing efforts if leaders fail to consider best practices, writes startup executive Ryan Vet. Don't forget the power of personalization and human interaction, as automation can't replace everything, Vet writes.
Full Story: Forbes (tiered subscription model) (10/26) 
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Research and Report
Opinion: Why brands shouldn't overlook in-game ads
Mobile gaming topped $76 billion in 2020, a 20% increase from 2019, but media spending has not followed suit because of the false perception that gamers are young males, writes PubMatic's Prabhat Dwivedi. Dwivedi debunks that and three other mobile gaming myths such as the lack of measurement, noting the availability of tools such as IAB's Open Measurement SDK.
Full Story: The Economic Times (India) (10/27) 
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HMC News
Critical Issues & Critical Voices: Reaching Hispanic Consumers on 2021's Most Pressing Social Issues
The last two years have been undoubtedly difficult -- a global pandemic, mass unemployment, personal health concerns and instances of racial injustice have dominated the headlines. These issues have had an outsized effect on the Hispanic community. Many brands, nonprofits and grassroots organizations are using unique strategies to reach, engage and motivate action on these issues within the Latinx community.

Come hear from the experts about the most pressing issues of the day and learn some of the successful strategies that are moving the needle on topics like the COVID-19 vaccine, mental health and more.

Learn more about this free Nov. 9 webinar.
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HMC Job Center
HMC Job Center
The Hispanic Marketing Council's job center is where specialized employers and employees can connect. Check out the latest postings. You also can place your post at the HMC Job Center on our site. HMC members can post for free (non-members $75 fee per posting). Get your free code by emailing info@HispanicMarketingCouncil.org.
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We struggle to climb, or we struggle to fall. The thing is to discover which way we're going.
Daphne du Maurier,
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