RFP Best Practices when Selecting a Hispanic-Segment Agency
A practical guide for HR leaders and brand teams to design RFPs that surface culturally fluent, high-performing Hispanic agency partners.
RFP Best Practices when Selecting a Hispanic-Segment Agency
Hispanic consumers are growth consumers. Yet many brands approach the Hispanic market only after selecting a general market agency, or they reuse general market RFPs that fail to account for cultural nuance. Just as effective Hispanic marketing isn’t a translation of English campaigns, an RFP for a Hispanic agency must be purpose-built.
Launching an RFP built for the Hispanic segment signals commitment to cultural relevance and opens the door to deeper strategy, stronger ideation, and measurable growth. That’s why HMC partnered with key leaders from award-winning Hispanic agencies as well as top search firms across the U.S. to provide you with its latest report, RFP Best Practices when Selecting a Hispanic-Segment Agency.
Quick takeaways:
- Start with internal clarity: define scope, success metrics and stakeholders.
- Use segment-specific RFPs — don’t repurpose general market templates.
- Invite a curated pool (4–6) of culturally fluent agencies for focused review.
- Share a budget range early and align the desired deliverables to the appropriate investment.
Get a printable checklist, a full RFP template, and everything HR and brand teams need to run an effective, respectful RFP process for Hispanic-segment agencies.
Special thanks to the search firms who contributed insights into this report:
Choosing the Right Agency:
The HMC Hispanic Market Guide
When it comes to picking the right agency for your advertising and marketing strategies, it’s important to confirm demonstrated Hispanic cultural expertise, relevant category experience, and the ability to scale.
The HMC Hispanic Market Guide is your companion piece to the RFP Best Practices when Selecting a Hispanic-Segment Agency. In this free resource, you’ll find:
- A vetted directory of agencies, advertisers, and service providers focused on the Hispanic market
- Cultural insights, economic & sector data, media consumption, and purchase trends
- Case studies, creative inspiration, and best practices for reaching diverse Latino audiences
