HMC Welcomes Collage Group as the Exclusive Sponsor of the Award Series
New Impactful Multicultural Research Category Added to Recognize Cultural Insights
that Drive Creative Ingenuity

Fairfax, Va. (January 26, 2024)–Over the course of three years, the Hispanic Marketing Council (HMC) has experienced explosive year-to-year growth in entries for the HMC Strategic Excellence Awards, the only award competition of its kind recognizing strategic excellence in Hispanic marketing and advertising and cultural fluency. As a testament to this award’s singular position in the marketplace, HMC welcomes cultural intelligence leader Collage Group as an exclusive partner of the awards.

HMC also has added a research category and expanded its jury to not only include a broad pool of diverse jurors representing the biggest brands and award-winning agencies, but also to ensure each category has its own jury. Organizations can submit their campaigns at—the deadline to enter is February 23.

“The HMC Strategic Excellence Awards has grown to be a key player in the awards circuit. Collage Group is proud to join forces with HMC as a sponsor in awarding insightful ingenuity in our market and honoring the visionary teams behind great work,” said Victor Paredes, chair of the HMC Strategic Excellence Awards Committee and executive director of multicultural strategy at Collage Group.

In response to the sheer numbers and high quality of entries received, HMC has expanded the jury to allow for more precision in driving courageous creative. Under the leadership of jury president Marissa Solis, Senior Vice President of Global Brand & Consumer Marketing, National Football League, a total of 31 jurors will be divided into groups of three to five to review entries in nine categories and identify the gold, silver and bronze award-winning campaigns:

  • Tania Sanjuro, Campaign Director, Ad Council
  • Maria Twena, Chief Marketing Officer, Adsmovil
  • Chenier Taylor, NHCI Lead Portfolio Advisor, American Heart Association
  • Nora de la Rosa, Director of Brand & Digital Marketing, Buff City Soap
  • Manuel Oliver, Activist/Co-Founder, Change the Ref (CTR)
  • Veronica Elizondo, Chief Creative Officer, Conill*
  • Lucas Panizza, Executive Creative Director, Creyentes
  • Christine Hasbun, Vice President, North America Consumer Planning, Diageo
  • Marialejandra Urbina, Chief Strategy Officer, Dieste
  • Nicole Preston, General Manager, DishLATINO
  • Camila Godoy, Multicultural Strategy Senior Lead, Geico
  • Jocelyn Wang, Head of Multicultural Marketing & Corporate Branding, Genesis Motor America
  • Alvin Mathew, Consumer & Business Insights & Analytics Director, Haleon (GSK)
  • Tony Hernandez, Filmmaker, Podcast Host & Author, Immigrant Archive Project
  • Gerry Loredo, Director, Research and Analytics, Lopez Negrete Communications
  • Cristina Galligaris, Senior Vice President, Client Strategy & Growth, Loud And Live
  • Kristen Sabina, Vice President of Strategy & Planning, MARCA Miami
  • Dana Sparber, Vice President of Insights and Research, NBCUniversal Advertising & Partnerships
  • Veronica Hernandez, Product Manager & Product Inclusion Lead, Media & Advertising, Nielsen
  • Michael Roca, Executive Director of Elevate, Omnicom Media Group
  • Umi Patel, Vice President of Consumer Insights & Analytics, PepsiCo Beverages North America*
  • Lupe De Los Santos, Senior Brand Manager, North America, Multicultural Media, Procter & Gamble
  • Jemilly Castro, Vice President of Strategy, Remezcla
  • Laura Guerrero, Director of Content & Influencer Marketing, Amplification, Sensis
  • Talia Leon, Senior Director of Multicultural Commercial Strategy, Southern Glazer’s Wine & Spirits
  • Emma Vélez-López, Senior Manager, Brand & Advertising Metro, T-Mobile*
  • Angel Bellon, Vice President, Head of Cultural Intelligence, The Community
  • Roy Eduardo Kokoyachuk, Co-Founder & Principal, ThinkNow
  • Ivan Calle, Vice President & Executive Creative Director, Zubi*
  • Nicky Lorenzo, Senior Vice President & Executive Creative Director, 305 Worldwide

A grand jury will ratify the results, select the “Best in Show” and “Grand Prix” winners, and invite these awardees to present their case studies at the HMC 2024 Annual Summit on April 11 in New York City.

New to 2024 is the Impactful Multicultural Research category, which recognizes excellence in marketing investigation with multicultural audiences. Jurors will look for innovative and insightful qualitative or quantitative original investigative endeavors that have yielded actionable intelligence. This category joins Best Hispanic Cultural Insight, Content Creator & Consumer Engagement Strategy, Creative Ingenuity (in collaboration with Círculo Creativo USA), Mainstream Impact, Impact on Innovation, Pro-Bono, Shopper and/or Experiential Impact, and Media Connections & Content Strategy Impact categories.

The HMC Strategic Excellence Awards Powered by Collage Group are open to all U.S.-based companies whose media has run since January 2023 and feature a simple submission process similar to that of Cannes and FIAP. Call for entries is now open—please check here for details.

For more information, visit and follow the HMC on Facebook, Instagram, and Twitter at @hmchispanic.

* Denotes Grand Jury Member

About HMC: Founded in 1996 as the Association of Hispanic Advertising Agencies, the Hispanic Marketing Council is the national trade organization of all marketing, communications and media firms with trusted Hispanic expertise.

About Collage Group: Collage Group is the trusted partner and provider of cultural intelligence for over 300 iconic brands across 12 industries. We’ve been helping marketers and insights professionals create authentic connections with diverse American consumers for over 10 years. Brands leverage our deep consumer research, AI-powered insights, and strategic cultural expertise to develop cultural fluency and create impactful and efficient campaigns that accelerate brand growth and ROI. Learn why industry-leading brands turn to Collage Group for cultural intelligence and strategic expertise.