Say hello to The HMC News, your roundup of what’s actually happening in Hispanic marketing—just timely news, sharp thought leadership, quick polls, and real takes from industry leaders who live this work every day. No noise. No half-measures. Just smart thinking for marketers who know Hispanic marketing isn’t optional—it’s essential.
Hispanic Marketing in 2026: Quiet Moves, Big Outcomes
By HMC Chair Jose Villa, President & Chief Strategy Officer, Sensis
March 18th, 2026
As we move into Q2 2026, the most important thing to know about Hispanic marketing is this: the work never stopped. What changed in 2025 was the volume of the conversation. With brands in risk-management mode, many dialed back public DEI language and avoided highly visible multicultural moves, often creating the false impression that Hispanic
investment was shrinking.
From my vantage point as Chair of the Hispanic Marketing Council and as a cultural marketing
agency leader, the reality is more nuanced and optimistic.
Bilingual is the New Mainstream—and the Next Generation Is Leading the Way
March 4th, 2026
Today’s bilingual and bicultural children are among the most dynamic, identity-rich audiences in the U.S. Moving fluidly between languages, cultures, and worlds, they often act as cultural Sherpas—helping parents and extended family navigate language, systems, and everyday life. Yet despite their growing influence, this cohort remains largely underrepresented in children’s media.
HMC Board of Directors Spotlight: Dieste’s Franco Caballero
March 4th, 2026
With the unexpected passing of Dieste CEO Greg Knipp last year, Managing Director Franco Caballero was tasked in filling big shoes. He joined HMC’s board of directors and has brought cultural intelligence and data acumen to the organization. With nearly two decades spanning creative and brand strategy experience, Franco brings a perspective shaped equally by
imagination and rigor—connecting cultural insight, data, and storytelling to drive meaningful business outcomes.We sat down with him to get his perspective on joining the HMC board as well as current Hispanic marketing trends.
Avoiding the Credentials Trap: 5 Rules Every Agency Should Remember
February 25th, 2026
Too many agency credentials presentations end the same way: polite nods, a “thanks for your time,” and no next step. In a recent Hispanic Marketing Council webinar, agency growth expert Vivek Kuchibotla, founder, BFC Ideas, broke down why that happens—and how agencies can avoid falling into what he calls the credentials trap.
Turning a Corrido into a Home
February 18th, 2026
Some campaigns start with an insight. Others start with a human emergency. Corridos Rescue Corridos falls squarely into the second category. Created by Casanova//McCann, the initiative uses the cultural power of Regional Mexican music to spotlight a quiet but devastating reality…
Strategy that Moves Culture Deserves a Spotlight
February 18th, 2026
You cracked the insight. You fought for the idea. You made the work matter. Now take 30 minutes and compile your entry for the 2026 HMC Strategic Excellence Awards Powered by Collage Group – now in our 20th year. Need some help? Take some advice from last year’s Grand Prix winner, BeautifulBeast CEO and Creative Chairman Aldo Quevedo.
Hispanic Gen Z: Why Spanish, Streaming, and Authenticity Drive Growth
February 18th, 2026
HMC recently held a webinar featuring Elizandra Granillo and Katya Skogen of Collage Group, which spotlighted Hispanic Gen Z as a critical growth engine for brands in 2026 and beyond. The message was clear: connecting with Hispanic audiences requires cultural fluency, not shortcuts.
HMC Board of Directors Spotlight: BeautifulBeast's Aldo Quevedo
February 11th, 2026
BeautifulBeast CEO and Creative Chairman Aldo Quevedo just rejoined HMC’s Board of Directors for a second term. Fresh off his agency’s nomination as “110 Indie Agencies to Watch” worldwide, here’s what he had to say about trends he is tracking as well as what he hopes to accomplish this second time around.
Let’s Talk Jury: Only the Best to Judge the 2026 Strategic Excellence Awards
February 4th, 2026
The Strategic Excellence Awards’ 20th anniversary raises the bar – and our jury delivers. Who are they?
3 Tips to Win Awards from Jury Insiders
January 28th, 2026
Winning awards isn’t about shiny trophies—it’s about telling a sharp, credible story that proves impact. If you’re submitting work this season, especially for the 2026 HMC Strategic Excellence Awards, keep these jury-approved tips in mind.
A Conversation with Roy Eduardo Kokoyachuk
January 28th, 2026
As immigration enforcement intensifies and Hispanic marketing faces increased scrutiny, new HMC Board member Roy Eduardo Kokoyachuk sees an urgent opportunity to redirect the narrative toward growth, brand trust, and long-term value. The co-founder of ThinkNow, creator of the nation’s largest Hispanic online consumer panel, brings 25 years of industry experience and a vision for how brands can meet this moment.