Hispanic Ad

President Donald Trump’s administration has taken steps to end Temporary Protected Status for 13 countries, affecting an estimated 1 million out of 1.3 million recipients who had it as of March 2025. Temporary Protected Status (TPS) is a federal humanitarian program created in the 1990 Immigration Act. It gives eligible immigrants permission to remain and work in the United States without threat of deportation for periods of six to 18 months.

Back-to-school marketing has followed a familiar formula for years: school supply checklists, clothing promotions, and limited-time discounts. While these tactics still play a role, they no longer capture what back-to-school represents for today’s youngest consumers. It’s an identity moment. The first day of school isn’t just about showing up in the classroom, it’s about showing up across TikTok, Instagram, Snapchat, group chats, and IRL.

There was a time when selecting an agency of record was clearly a marketing decision. The CMO and the marketing team looked for the agency with the strongest ideas, the best understanding of the consumer and the ability to help grow the brand. Today, that decision is increasingly influenced—and sometimes controlled—by procurement, finance, legal departments and outside consultants. The process has become more complicated.