The Hispanic Marketing Council held a summit recently to discuss equity, Web3 and how artificial intelligence can help marketers. Diego Andrade of agency Orci says marketers should embrace AI: "We just have to learn how to use the tools to apply them in the best way we can. It's a piece of technology that's inevitable."

Olipop is making its TV ad debut with a "Real Love Makes Us" campaign starring singer Camila Cabello, who also is an investor in the brand. The push, in English and Spanish, created with Squint Consulting and running across connected TV and social media, features a 30-second spot showing Cabello, her mom, grandma, family and friends enjoying dinner and karaoke.

NGLmitu is targeting the Hispanic population with its new streaming platform mituTV with more than 120 hours of original programming. The streaming service is available on iOS and Android mobile devices, Apple TV, Android TV, Roku, Amazon Fire and other platforms.

Pamela Danziger, founder of Unity Marketing, looks at how marketers should go beyond Cinco de Mayo to reach the growing Hispanic segment with authentic messaging. Jack Mackinnon of Collage Group notes, "Being nuanced and culturally sensitive will have a halo effect that consumers, both in and out of the community, will understand. It makes the ad a lot more interesting for everybody because the brand is inclusive."

Younger people are turning away from traditional entertainment to engage with others in user-generated content on social media and video games, Deloitte says in a new report. Of those under age 42, 40% say they interact with others more in video games than in person, with Deloitte's Jana Arbanas noting that video games and UGC "offer more interaction, socialization and utility, and their popularity with younger generations could potentially transform the media and entertainment industry."

Karla Fernandez Parker, managing director of Sensis Texas, sees Latinos as a key driver of US spending during the rest of the decade, during which 20% of the American population will be reaching retirement. "Smart companies are building brand affinity with Latinos by not treating them as 'one big pot' but rather niche markets worthy of targeted approaches," Parker notes.

Latino Media Network, created last year and with regulatory approval to purchase 18 Hispanic radio stations from TelevisaUnivision, named Sylvia Banderas Coffinet as its CEO. In a Q&A with Radio Ink and talking about the need for diversity in media, Banderas Coffinet said, "Visibility is viability. ... If we can't get to the table, we build our own table."

Alma DDB earned two Gold Awards while Lopez Negrete Communications and BeautifulBeast each earned one during the Hispanic Marketing Council's 2023 HMC Strategic Excellence Awards ceremony. Collectively, 13 US-based agencies won awards representing 17 campaigns across seven categories. Alma DDB's "ThinkOte" campaign for QuickBooks earned Best of Show and Grand Prix honors. Learn more about all the HMC Strategic Excellence Awards winners.

Gloria Constanza of d expósito & Partners is the latest inductee into the HMC Hall of Fame, in recognition of more than two decades of being a leader in the Hispanic media landscape. Constanza's career has included stops at Conill Advertising, Bravo Group and co-founding CMS Partners, which was later acquired by d expósito & Partners. "Through her dedicated mentorship, [Constanza] continues to raise the bar on Hispanic talent in our industry and stay ahead of demographic and digital media shifts," said HMC Chair Isabella Sanchez, Zubi's vice president of media integration.