Journal

Hispanic creator marketing, without the costume.

For brands who want the $4.1T market — and refuse to treat Cinco as a strategy.

Brands · Strategy

The culture is the channel

A channel is not TikTok. A channel is who people already believe. Here is what that means — and what to put in the brief this week.

Brands · Trends · 7 min

Hispanic holidays don’t start on Black Friday

Multi-gen houses, longer lists, Nochebuena before Cyber Monday. If your Q4 plan starts November 28, you already missed the spend.

Brands · Culture · 8 min

Your Hispanic calendar is not Cinco and Heritage Month

A burst in May, a nod in September, silence the rest of the year. That isn’t a plan. It’s a costume.

Brands · Guides · 14 min

The $4.1T mistake is a translated ad

Here is the brief, the mix, and the calendar. What to do with U.S. Hispanic buying power — not another autopsy of the Super Bowl spot in Spanish.

Brands · Guides · 8 min

Why smaller Hispanic creators outperform celebrity endorsements

Awareness is not the job. U.S. Hispanic purchase still runs on trust in a specific room. Micro and nano creators already have it. Most celebrity units do not.