Generative AI threatens to worsen the misrepresentation of Hispanic culture in advertising, which is why agencies must include Latinos in creative strategy and execution, and train creatives to identify and understand generative AI's biases, writes Jose Simian, content strategist at Huge. "We all will need to learn to use these tools the right way by developing culture-aware prompts and socializing them across our organizations," Simian writes.

Founders and Spotify are tapping into the newfound popularity of Mexican corridos -- narrative ballads -- among Generation Z with a campaign running in the US and Mexico across social media, Spotify and out of home. An animated Spanish-language video explains the history of the corrido and introduces an exclusive Spotify track by Fuerza Regida, Eden Munoz and Los Tucanes de Tijuana.

Chemistry Cultura President Mike Valdes-Fauli writes about the agency's campaign for Heineken that tapped into excitement about Lionel Messi's arrival at Inter Miami. "As we celebrate Hispanic Heritage Month, I'm proud of this campaign, but even more proud that our team engaged Miami's diverse community with great respect and cultural nuance," Valdes-Fauli writes.

The Community tapped J Balvin while Ogilvy enlisted Jason Bateman and Sean Hayes to star in 30-second spots touting the new iPhone 15 Pro being available from Verizon. The brand also worked with Balvin on an augmented reality game developed by R/GA -- called Catch My iPhone -- as part of an iPhone 15 Pro giveaway.

Walmart, Netflix and Target offer value and understand Hispanic consumers, which has landed them at the top of a list of brands for the audience, according to a report on more than 500 companies. Other brands in the top 10 include Nike, Ross, Google and Amazon.

Personal touches help ads connect to customers "in a deeper place," and experts in multicultural marketing provide vital insights about those elements, writes fluent360 Chief Creative Officer Jose Suaste. Suaste's US Army "First Steps" spots portray people from various backgrounds, which "leads to the belief that anyone can belong, that anyone can succeed," he writes.

Agency leaders share how they're supporting and celebrating Hispanic Heritage Month 2023. David & Goliath's David Angelo explains how employees are sharing their stories via a "Heritage Lesson" Instagram series and TBWA\Chiat\Day New York's Gabriel Ornelas and Kevin Flores talk about how the agency is "focused on empowerment and furthering the discussion on how to represent the collection of backgrounds, dialects and nationalities we represent."

Campaign US is celebrating Hispanic Heritage Month by revealing its 2023 Leading Latinos, honoring 20 "leaders [who] have pushed their companies, brands, agencies, the industry -- and society -- forward," Sabrina Sanchez writes. Agency and brand leaders honored include:

• Cesar Conde, chair, NBCUniversal News Group;
• Andrea Diquez, global CEO at Gut;
• Luis Miguel Messianu, founder and chief creative officer, Included Creative and MEL;
• Lizette Williams, global head of vertical solutions marketing, Meta;
• Jorge Plasencia, cofounder, chairman and CEO at Republica Havas; and
• Nancy Reyes, CEO, Americas, at BBDO.

HMC is set to release the most comprehensive research on Generation Z and the multicultural majority. Don't miss the release of this groundbreaking study on Oct. 4. Register and reserve your spot today.

The Hispanic Marketing Council's annual Hispanic Market Guide, the authoritative source for identifying companies with trusted Hispanic marketing expertise, is now available. New this year, via a partnership with Radio + Television Business Report, is a list of radio and other audio choices that target Latinos.

In addition, the guide features the top trends in Hispanic marketing, research and insights, and a look at effective Hispanic creative. Download your free Hispanic Market Guide now!