July 28, 2021
Hispanic Marketing Council SmartBrief
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Top Story
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.
Full Story: Forbes (tiered subscription model) (7/22) 
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Cutting-Edge Campaigns
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.
Full Story: Candy & Snack Today (7/27),  BeLatina (7/26),  Marketing Dive (7/26) 
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Industry Trends
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.
Full Story: Forbes (tiered subscription model) (7/23) 
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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."
Full Story: Entrepreneur (7/27) 
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Holiday Marketing Strategy
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Leadership
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.
Full Story: D Magazine (Dallas) (7/27) 
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HMC News
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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Free 2021 Hispanic Marketing Guide now available
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.

Learn more about the latest Hispanic Market Guide and download your free copy here.
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Laughter is life-giving. It makes you breathe.
Kristin Chenoweth,
actor, singer
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