After a record number of entries, 16 US-based agencies representing 27 campaigns in seven categories have made the shortlist of finalists for the Hispanic Marketing Council (HMC) Strategic Excellence Awards, the only award competition of its kind recognizing strategic excellence in Hispanic marketing and advertising and cultural fluency*. Winners will be announced at the HMC 2023 Annual Summit in New York City on April 27.

Best Hispanic Cultural Insight

  • Alma DDB for McDonald’s “HACER,” Intuit QuickBooks “ThinkOte” and Eli Lilly/Trulicity’s “Getting Real with Hispanics about Type-2 Diabetes”
  • Dieste, Inc. for Frito Lay/Cheetos’ “MAGIC TOUCH”
  • MARCA Miami for DishLATINO’s “Iconos”
  • Orci for Acura Integra’s “Cultura Shift”

Mainstream Impact

  • Alma DDB for Riviana/Mahatma and Carolina Brand Rice’s “Unfollow La Receta”
  • Anomaly for Diageo/Tequila Don Julio’s “Por Amor”
  • BeautifulBeast for Amazon Music’s “Here’s to the Game Changers”
  • Lopez Negrete Communications for Houston Health Department/Child Vaccination Campaign’s “Your Choice, Their Health”

Impact on Innovation

  • Alma DDB for Miller Lite’s “Es Jose Time”

Shopper and/or Experiential Impact

  • CAA for AT&T’s “AT&T Presents Karol G Fan Experience”
  • TelevisaUnivision for Coca-Cola®/Experiential Impact’s “Premios Juventud” and Walmart/ Shopper’s “Latin Grammy”

Media Connections & Content Strategy Impact

  • Alma DDB for McDonald’s “HACER”
  • MediaMonks for Northgate Market’s “Por El Futbol”
  • NGLmitú for HALEON/Flonase’s “Monster-Free Living”
  • Zubi for Ford Motor Company/Maverick’s “Ford Maverick & Apartment Therapy”

Content Creator & Consumer Engagement Strategy

  • Anomaly for Ally Financial/Financial Services “LyricALLY”
  • Casanova//McCann for General Motors/Chevrolet Electric Vehicles’ “Let’s Talk/Tenemos que Hablar,” General Motors/Chevrolet Silverado’s “Ponte Troka” and General Motors/Chevrolet Brand’s “Business of Wheels”
  • LERMA/ for The Home Depot/Home Improvement’s “Hispanic Influencer Campaign”
  • Lopez Negrete Communications for Walmart’s “Holiday House”
  • Orci for Honda’s “Honda Stage”
  • Zubi for Lincoln National Hispanic’s “Lincoln Terrible Singer”

Creative Ingenuity

  • Alma DDB for Intuit QuickBooks “ThinkOte”
  • Anomaly for Ally Financial/Financial Services “LyricALLY”
  • BeautifulBeast for Amazon Music’s “Here’s to the Game Changers”
  • C+C for Washington State Department of Health’s “Verdades del COVID”
  • CCOM Group Inc. for Southeast Toyota/2022 RAV4’s “Toyota RAV4 Explorers”

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

*These awards are open to all U.S.-based companies. Only submissions where the media has run at some point between January 2022 until February 15, 2023 may enter.

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.