HispanicAd.com

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.

Let’s be clear: First-party data is no longer optional for Hispanic media. It is a business necessity. Based on conversations with Dara Kalvort – VP, Digital Sales & Strategy @ StreamGuys, a friend, industry leaders , extensive knowledge in the US Hispanic Market and a absolute “Rock Star” in all of this. Advertisers increasingly want to know exactly who they are reaching, how those consumers engage and whether their investments produce measurable results.

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.

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.

By Gene Bryan / HispanicAd Over the past several months, I have written a series of articles questioning the state of U.S. Hispanic advertising, marketing and media. I have questioned declining investment. Our sales strategies. Our measurement capabilities. Our data infrastructure. Our leadership.

By David Moreno – Global Brand Builder | Human Behavior Explorer The beauty of psychology is that it keeps offering new lenses for understanding how people make decisions. Kahneman, whom I am a big fan of, gave us System 1 and System 2. More recent research is exploring how AI may change the conditions under which judgment happens (see my post on System 3).

By Luis Miguel Messianu – MEL I’m done asking permission to say this: the American growth story has a new author, and most of the industry hasn’t bothered to read the byline. Here’s the number. In 2025, the United States added a net 316,000 new homeowner households. Hispanic households added 441,000 new owners – the largest single-year gain for any demographic group since the Census Bureau started keeping score in 1975. Non-Hispanic white households declined by 441,000.

In a marketing ecosystem powered by algorithms, the conditions for growth have never looked more favourable. More data, more touchpoints, more tools. Marketers have never had more capabilities to build exposure for brands. Yet too many are using these capabilities in a way that optimises away from the very conditions that create growth, prioritising efficiency over effectiveness, reach over resonance. Being seen is not the same as being wanted. So, what makes people want a brand?

About 55% of U.S. workers said they have used Artificial Intelligence (AI) on the job for at least one of 11 tasks asked about on the U.S. Census Bureau’s March 2026 Household Trends and Outlook Pulse Survey (HTOPS). The tasks covered a range of everyday work activities, such as searching for technical help, writing, generating ideas, and coding. Those who reported using AI at work in the last week were asked how many additional hours they would’ve needed to finish their work without AI.

By Katie Miller – Crowd React Media, a division of Harker Bos Group The radio industry has been debating AI voices for years. But most of that conversation has been opinion, anecdote, and anxiety. Not data. We wanted to know what listeners actually think. So we ran a study with 1,326 weekly radio listeners ages 18-45 across the U.S., playing the same radio scripts in two versions: one voiced by a human voice actor, one AI-generated.