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.
Latinos and AI: Not the Future — The Present
April 8th, 2026
If you think AI adoption is being driven only by Silicon Valley, think again. Latinos are not just using AI — they’re adopting it faster, experimenting more, and integrating it into business, education, and everyday life at high rates.
Understanding the Omnicultural Consumer: BeautifulBeast’s New Research Series
April 8th, 2026
BeautifulBeast recently released a five-part research series on the rise of the Omnicultural consumer — and it challenges how marketers think about culture, identity, and segmentation.
The Best in Hispanic Marketing Is In: Meet the 2026 Strategic Excellence Awards Shortlist
April 1st, 2026
The Hispanic Marketing Council has officially announced the 2026 Strategic Excellence Awards shortlist, and the work represents some of the most culturally fluent, insight- driven, and growth-focused marketing in the industry today.
Leading Without the Clench: A Mindset Shift for Marketers Under Pressure
March 25th, 2026
At a time when marketing teams are being asked to do more with less—move faster, prove ROI, navigate cultural nuance, and deliver breakthrough creative—pressure is constant. And according to author and leadership expert Henna Pryor, how you respond to that pressure may be the difference between reactive work and truly impactful marketing.
Latina Beauty Is Leading—Not Following
March 25th, 2026
Latinas are redefining beauty in the U.S.—and brands that aren’t paying attention are missing one of the most influential growth drivers in the category. According to the Hispanic Marketing Council’s Belleza Latina study, skincare has officially taken center stage. Nine in 10 Latinas ages 18–34 say clear, healthy skin is extremely important, and more than half say their routine is a source of confidence—not just maintenance. This signals a major shift: away from “producida” (fully made-up) toward a more natural, authentic look. In fact, 62% prefer natural beauty, and 72% regularly leave the house without makeup. But this isn’t minimalism—it’s intentionality.
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.