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.
What does serving on the HMC board mean to you?
It’s an honor. I’ve been attending HMC conferences for 25 years and have worked with most member agencies. I want to bring a market-based perspective as we navigate today’s complex landscape.
What work are you most proud of?
Work that elevates Latino voices and improves lives—from CDC and Ad Council campaigns to research helping financial institutions expand banking access and financial literacy for Latino consumers.
What critical research would you undertake right now?
The immigration enforcement climate is creating a negative narrative around Hispanic marketing. I’d conduct research on how brands can build trust with employees and customers in this moment—offering anonymous sponsors tailored strategies to demonstrate their values and commitment to Latino communities.
Your prediction for Hispanic marketing in 2026?
The FIFA World Cup lands in the U.S., Mexico, and Canada this summer—and Latinos are leading the nation in excitement. It’s the premier marketing event of 2026 and the definitive opportunity for brands to reshape the narrative and prove Latino consumers
are valued.