Fairfax, Va. (November 5, 2025)— The Hispanic Marketing Council (HMC) today announced the release of RFP Best Practices When Selecting a Hispanic Segment Agency, a comprehensive framework designed to help marketers, procurement teams, and consultants create fair, effective, and culturally relevant agency selection processes. Developed in partnership with some of the top search agency consultants, this guide is free to download at hispanicmarketingcouncil.org.

As Latino consumers continue to drive growth across nearly every category, brands are increasingly realizing that success requires more than translating general market campaigns – it demands partnerships with agencies built for cultural nuance. In this guide, HMC sets the standard for developing a thoughtful, transparent RFP process specifically for Hispanic marketing partners, from pre-RFP preparation and budgeting to agency selection and onboarding.

“The Hispanic market is a growth imperative, not a checkbox,” said Jose Villa, Chair of the Hispanic Marketing Council and President of Sensis. “Launching a purpose-built RFP for a Hispanic agency partner signals a brand’s genuine commitment to cultural relevance and market growth. Our goal with these best practices is to help marketers build stronger, more strategic partnerships that deliver real business impact.”

HMC’s Best Practices When Selecting a Hispanic Segment Agency also highlights how missteps in the RFP process, such as repurposing general market templates or omitting budget parameters, can lead to inefficient reviews and lackluster outcomes. In contrast, brands that develop clear, inclusive, and well-scoped RFPs tend to attract stronger partners and foster more productive long-term relationships.

“Marketers who approach the Hispanic market with intentionality and respect – beginning with their RFP process – will be better positioned to achieve both cultural and commercial success,” Villa added. “These best practices coupled with the HMC Hispanic Market Guide, which includes market intelligence and a directory of trusted firms with Hispanic expertise, are the most critical tools marketers and advertisers can use to ensure their brand stories are connecting meaningfully with Latinos.”