hispanic marketing


Televisa Univision’s ViX and and T-Mobile announced an agreement that substantially impacts the Hispanic streaming and video space. T-Mobile and Metro by T-Mobile are giving their new and existing customers a free subscription to ViX+, the premium SVOD tier of ViX, for a full year. ViX+ has more than 10,000 hours of exclusive sports, news and entertainment not available on ViX, the ad-supported streaming service that TelevisaUnivision launched earlier this year.

With 80 percent of Hispanics in the U.S. watching digital video the impact of the T-Mobile and VIX partnership can not be stressed enough.  At a time when inflation is driving up prices on just about everything, ViX+ is a completely free way for T-Mobile and Metro by T-Mobile customers to be entertained whenever and wherever they go. ViX+  will be available in “mid-August” to T-Mobile postpaid and T-Mobile Home Internet customers (including T-Mobile for Business customers) on eligible plans and Metro by T-Mobile (prepaid service), the former MetroPCS, customers with unlimited plans.

Annie Garcia, VP of Branded Channels- Metro by T-Mobile
Annie Garcia, VP, TMobile Branded Sales & Distribution for South and East Region

“We are so proud of our 5G Network and we are very happy to support the community by bringing this programming.  We are the first and only carrier to provide Spanish-only ad-free content made for Latinos by Latinos. We are very proud of this partnership and we are working hard to keep prices where they are and bringing more value,” Annie Garcia, Vice President, TMobile Branded Sales & Distribution for South and East Region tells Portada.

T-Mobile and ViX Partnership: Premium Content

ViX+ is loaded with 10,000 hours of classic and original Spanish-language shows, movie premieres, news and live sports, just in time for the World Cup later this year. ViX+ has programming for everyone in the family. Shows like María Félix, La Doña, La Mujer del Diablo and Mi Vecino El Cartel will be available on July 21 with exclusive film premieres throughout the rest of the month that can only be found on ViX+, including Mirreyes contra Godinez 2:El Retiro’and Enfermo Amor.

We are the first and only carrier to provide Spanish-only ad-free content made for Latinos by Latinos.

Sports also plays an important role in Vix+ content roster. There’s more than 7,000 hours of exclusive LIVE soccer games, so fútbol fanatics can follow all the action on the pitch from any device. In addition to featuring live Liga MX matches, ViX+ is the only Spanish-language streaming service in the U.S. with coverage of the UEFA Champions League, Europa League and Conference League matches. ViX+ will also stream Mexico’s 2022 soccer world cup games.

Vix - T-Mobile Partnership“As the top wireless provider for Spanish-speaking customers in the U.S., we understand what they care about, and today we’re bringing them a whole new way to enjoy the news, TV shows, movies and live sports that matter the most, and completely for free,” said Mike Sievert, president and CEO of T-Mobile. “While AT&T and Verizon are actually raising prices on their longtime customers, we’re doing things the Un-carrier way and giving our customers more without the added cost.”

And with more than 70 original movies and series produced for its first year, there’s no shortage of new shows and movies led by A-list talent. ViX+ exclusives include the Salma Hayek-produced romantic fantasy feature “Quiero tu Vida” (“I Want Your Life”), romantic series “Travesuras de la Niña Mala” (Bad Girl) adapted from the acclaimed 2006 novel written by Mario Vargas Llosa and the youngadult action-horror-comedy series “Pinches Momias” produced with Propagate Fuego. From comedy series and romantic features to docuseries and unscripted shows, ViX+ Originals span genres and formats. If 10,000 hours of live and classic programming still aren’t enough, ViX+ customers also get access to everything on ViX, the first large-scale global streaming service created specifically for the Spanish speaking world, which launched in March. ViX has more than 120 channels, 40,000 hours of video-on-demand and 24/7 news and sports.

T-Mobile’s Hispanic Customer Base

“Hispanics in the U.S. watch more video on their smartphones than anyone else but until ViX and ViX+ came along we had very few options to stream Spanish-language programs, and they were expensive on top of that. ViX+ is the latest in a long line of truly unique benefits from T-Mobile that connect our Spanish-speaking customers to their world, like free international texting and data and Mobile without Borders,” said Jorge Martel, vice president of T-Mobile’s Consumer Group. As of the first quarter of 2022, T-Mobile has more than 109 million subscribers, of which 88 million are postpaid customers. While T-Mobile does not disclose how many subscribers are specifically Hispanic, it can be inferred that the figure lies in the tens of millions. In addition, “Metro by T-Mobile is the largest provider for Hispanics in the prepaid wireless space,” Annie Garcia, Vice President, TMobile Branded Sales & Distribution for South and East Region, tells Portada.
With a total population of 62 million Hispanics in the U.S, it is safe to say that at least a third of the total Hispanic population will have their content streaming options substantially impacted by the just announced Vix-T Mobile partnership.

Metro by T-Mobile is the largest provider for Hispanics in the prepaid wireless space.

With ViX+, customers can create up to five profiles for tailored viewing habits and get recommendations on binge worthy shows that are completely ad-free. Up to three devices can be streaming ViX+ at the same time and customers can download shows to watch later or on the go. And ViX+ works on any device, like smartphones, tablets, laptops, desktops and TVs.

Gen Z Marketing, particularly when it comes to Hispanics, is not anymore about the Univisions and Telemundos of the world. Belen Pamukoff, Brand Director Tecate and Tecate Light at Heineken USA, uses mostly CTV advertising. The executive shares her views about the “Bring your All” advertising campaign started earlier this month as Tecate Alta is entering two new markets.

Gen Z Marketing

“We are laser-focused on the 21-34 years old demographic, with emphasis on the 21-29; the Gen Z market. This generation is glued to their phones,” Belen Pamukoff, Brand Director Tecate and Tecate Light at Heineken USAk, tells Portada.
Gen Z is the key demographic Tecate Alta’s recently launched  “Bring your All” campaign is aimed at. The campaign seeks to attract a new generation that is as unique and unconventional as the Tecate Alta brand itself, Pamukoff notes. It also wants to refresh the high-growth ultra-light beer category led by competitor Michelob Ultra (Anheuser Busch).
Heinekens new Tecate Alta beer campaign also intends to lift the overall Tecate franchise, which includes the Tecate Light and Tecate Original beers. “Tecate Alta is our main brand when it comes to lift brand perceptions and recruit younger consumers for Tecate,” says Pamukoff.  So far the results are positive. In the markets Tecate Alta was launched last year (California, Nevada, New Mexico, Arizona and the southern Texas Rio Grande Valley) retailers like Kroger, Walmart and independent Hispanics are requesting between 3 to 5 cases (12 cans per case) per month on average, a much higher amount than the average 1.5 cases new beer brands fetch on average. Tecate Alta is also expanding into the Houston and Dallas markets. According to Pamukoff, both Texan cities are markets where 60-70 percent of the population is composed of multicultural consumers who over-index in light beer consumption.
Tecate Alta is our main brand when it comes to lift brand perceptions and recruit younger consumers for Tecate. 

Gen Z Marketing: Inspiring a Generation to Embrace Complex Perspectives

Tecate Alta Marketing
Belen Pamukoff, Brand Director, Tecate Tecate Light at Heineken USA

Compared to the launch campaign last fall, the current “Bring Your All” campaign (see video below) is “more emotional”,  Pamukoff mantains. To successfully do gen Z marketing you “need an emotional message to create more impact,” she adds. “Particularly in order to compete with Michelob Ultra, who has 3 or 4 times our budget. Tecate Alta’s target consumers are a mix of Mexican and Americans, but it goes beyond that. They don’t want to be labeled or be put in a box. They don’t want to be told how to look. We want to break all these stereotypes. That is what resonates with GenZ. Let’s inspire a new generation to embrace complex perspectives, yet see things more clearly,” Pamukoff asserts. Heineken’s Tecate Alta obtained consumer insights through research by strategic creative and brand design agency Pearlfisher.

Let’s inspire a new generation to embrace complex perspectives, yet see things more clearly.”


Going in a New Way: Connected TV

Traditionally beer marketing has used mass media like TV and in the Hispanic market broadcast companies like Univision and Telemundo. When it comes to Gen Z Marketing, this may not be the most efficient media buy anymore. “We are going in a new way. Not through traditional TV anymore. We do CTV, which is were young people are,” says Pamukoff.  Pamukoff notes that both connected TV and social media have had favorable results in media effectiveness studies commissioned by Tecate.

We do CTV, which is were young people are.

In the media activation for Tecate Alta’s “Bring your All” advertising campaign, which started on June 1 and will last until December, CTV is playing a crucial role with advertising running in streaming platforms including Hulu and ESPN as well as social media, Spotify, radio and OOH activations. Distribution is also being supported with sampling programs. “We are not using traditional TV with the exception of a Tecate Alta spot in the Campeon de Campeones match, which was played last night Sunday June 26 in Los Angeles. (Tecate brands are also the sponsor of LigaMX in the U.S). Additionally, influencer marketing, plays an important role in Pamukoff’s Gen Z marketing for Tecate Alta. “This generation is glued to their phones. They are following people. We are identifying influencers that best align with our target audience. We are in the process of partnering with them to embrace the Tecate Alta brand. We will have 3-4 influencers going to Primavera Sound, a concert in Los Angeles on Sept. 16-18 which Tecate Alta is sponsoring,  and they will be posting stories about what will happen on the event weekend.” During the event, these influencers will be bringing the experience to followers that are not going to the event. This way, the  event sponsorship investment can be scaled beyond people going to the event over that particular  weekend. “For that reason we amplify with influencers as well as with sweepstakes to attend the event,” Pamukoff concludes.

MMA audience growth: Combate Global, the premier Hispanic Mixed Martial Arts (MMA) sports franchise, posted the second-highest television viewership in company history with its latest tentpole event on Univision and TUDN USA on Sunday, May 29 from Miami, Fla. Portada talked to Combate Global CEO Campbell McLaren.

Despite a late start of 11:52 p.m. ET for the program, the Combate Global event averaged 884,000 P2+ viewers, including 414,000 viewers in the A1849 demographic, marking the second largest Combate viewership ever for both demographic groups, with a huge following among Hispanics due to Combate Global’s partnership with Univision and TUDN USA. In addition, Combate Global is broadcast through Paramount+. According to Campbell McLaren, CEO of Combate Global, the MMA company’s “Paramount+ English language audience is one-third Hispanic. Our big audience in Spain that watches us on Eurosport is 100 percent Hispanic, and our growing French audience on RMC Sport is probably 0% Hispanic.”

The performance is bested by that of only one other previous Combate Global show, which took place on August 1, 2021, and garnered an average of 1,097,000 Univision viewers. According to Nielsen data, Combate Global is the number one-viewed Spanish-language program in late-night television. 

On July 28, 2021 – Combate Global, LLC and Univision Communications Inc. announced that Univision had acquired a significant equity stake in the premier Hispanic Mixed Martial Arts (MMA) sports franchise. The transaction formally aligned Combate Global’s world-class talent and deep connection to the MMA community with Univision’s promotional and production capabilities, positioning the fight organization for international expansion.

Once again, Combate has put on an amazing show for a massive, new audience that we have introduced to MMA giving this audience exactly what it loves – much more action.”

The Combate Global viewership figure for its latest tentpole event represents an increase of nearly 79 percent from the average number of viewers (494,000 P2+ viewers, including 258,000 A1849 viewers) that watched its previous tentpole show on March 24. 

Last Sunday’s Combate Global event, which aired in over 70 countries worldwide, was headlined by the return of reigning Combate Global World Bantamweight (135 pounds) Champion David “The Black Spartan” Martinez (7-1) of Mexico City.  Martinez scored a thunderous, first round (2:08) TKO on Arturo “El Makako” Vergara in a non-title bout.

David Martinez vs Francisco Rivera Jr

The number two sport

Combate Global is rapidly becoming the number two sport after soccer for Spanish speaking fans worldwide. It is the only MMA property regularly airing on broadcast television in both the U.S. (Univision) and Mexico (Televisa).  In 2021, Combate Global partnered with CBS Sports to distribute its live shows in English in the U.S. on Paramount+.  The company’s programming is available in over 70 countries in Europe, Africa and elsewhere globally.

There is a great deal of crossover between the Combate Global Hispanic MMA audience and the Hispanic soccer audience, with the big difference being that Combate has a very large female audience, as well as a younger audience,” McLaren told Portada.

Nielsen research indicates that an astounding 91 percent of Combate Global viewers in the U.S. are not regular viewers of other MMA content, demonstrating that Combate Global has garnered a new MMA audience with its World Cup-style, country vs. country-style competition. Each year of Combate Global action culminates with “COPA COMBATE,” the toughest event in sports, and the most coveted destination for representing one’s country.

Campbell McLaren. with Cristian Perez.

Sponsorships and advertising to the MMA audience

McLaren tells Portada that Combate Global has had an “incredible response at Univision ypfronts.” “Several high-profile sponsors will be announced over the course of the next few weeks. Moving forward, every ad category seems as a good match, too. We see every category that values Gen-Z and millennials – both male and female – as being perfect partners for Combate Global,” McLaren, said.

We see every category that values Gen-Z and millennials – both male and female – as being perfect partners for Combate Global.

What’s next for Combate Global?

With such an impact and success among the American and Hispanic market, Combate Global is looking to grow their audience in Europe, beyond Spain.

“Combate is doing exceptional ratings in Spain and France, and we are anticipating similar growth in Italy and Portugal.  We are also pleased to have donated our live programming to Xsport in Ukraine, hoping to provide some entertainment to the war-torn country,” McLaren noted.

We are anticipating similar growth in Italy and Portugal.

Combate Global CEO Campbell McLaren, also the co-founder and creator of the Ultimate Fighting Championship (UFC), has been described by New York Magazine as “the marketing genius behind the UFC,” while Yahoo Sports has said he “knows more about the sport than just about anyone in it today.”  Under his direction, the growth of Combate Americas’ television footprint and worldwide audience triggered a re-branding in 2021 to Combate Global.


Wells Fargo Marketing is important. The financial institution is the t


Wells Fargo Marketing
Rebeca Vargas, Head of Marketing for Diverse Segments, Wells Fargo

Rebeca Vargas has been Asked whether her position at Wells Fargo is new or not, Vargas asserts that  “positions are defined by the person who has the position”. “It’s a new position because I approach diverse segment marketing in a unique way for Wells Fargo,” Vargas adds.

This is a new position because I approach diverse segment marketing in a unique way for Wells Fargo.

Vargas comments that looking back at the organizational structure, Wells Fargo has fluctuated in the past between a centralized and decentralized marketing structure. She explains that today there is a brand marketing team, which is in charge of branding the Wells Fargo brand as well as of the brand guidelines. In addition, there are  marketing teams along each line of business who do product marketing  e.g. consumer, home lending, credit cards etc.

Vargas leads a third ‘type’ of marketing unit as there is no one with a similar position to hers across Wells Fargo. The unit Vargas leads is embedded in the Consumer and Small Business Banking Unit, which is led by Mary Mack, Senior Executive Vice President and Chief Executive Officer of Consumer and Small Business Banking.

Wells Fargo Marketing Budgets

ImagenMarketing decision making is always more decisive and accountable if the decision maker is supported by a marketing budget (e.g.  Alfredo Rodriguez at Dish Latino.) This is also the case for Rebeca Vargas at Wells Fargo. Vargas and her growing team of 15 executives has 100% decision making power over marketing budgets targeting diverse segments (

responsibilities include the activation of Wells Fargo’s sponsorship of the Mexican National Soccer Team and cultural engagement campaigns at important holidays like Hispanic Heritage month.

In addition, Vargas has a more consultative role in advising Wells Fargo’s product brand marketing teams to develop acquisition campaigns reaching diverse consumers. “We provide advice  to make sure that those stories not only show people of color but resonate with diverse consumers. As an example of this collaboration with marketers in charge of different product units, Vargas cites direct mail campaigns where she makes sure that cultural insights are taken into account.

I have a dual role. I provide advice for total market and develop and execute our own segment marketing.

Wells Fargo Multicultural Marketing: Upcoming Initiatives

Vargas tells Portada about several advertising and marketing initiatives which will be launched in the next few months. “For the Hispanic segment, we are launching next month four new debit card designs in partnership with the Mexican Soccer Federation and the Mexican National Soccer Team. We have an affinity card with the team and as part of the logo change we developed four new debit cards.” The new debit cards will be promoted through TV, radio and social media campaigns in the third quarter. Additionally, at the end of the third quarter, Wells Fargo will be launching a sweepstakes campaign offering consumers the opportunity to fly to the Soccer World Cup in Qatar and watch the matches of both the Mexican and U.S. Teams. The sweepstakes initiatives, Vargas notes, will be supported mostly by Hispanic media properties.  For the African American market, Wells Fargo in April launched  the Wells Fargo HBCU Legends Collection, a new slate of 12 debit cards spotlighting the rich and vibrant legacy of historically Black colleges and universities, or HBCUs. More initiatives in partnership with HBCU are in store.

Multicultural Marketing is not DEI

DEI initiatives in Corporate America are clearly on the rise. In the case of Wells Fargo, there is a very focused and important effort in DEI (Diversity Equity & Inclusion). “For us DEI means making sure that we attract diverse talent, that we see opportunities for growth for diverse talent. That we work with companies that are owned by diverse entrepreneurs. It also means that we make sure that we support diverse communities in the U.S. and particularly in the places we do business,” Vargas claims. Examples include Wells Fargo’s partnership with Operation Hope,  a national non-profit dedicated to financial empowerment for underserved communities as well as Wells Fargo’s support of Unidos.US,  the largest Hispanic civil rights and advocacy organization.

I personally believe that recently in the U.S. with the growing importance of DEI, there has been a confusion between multicultural marketing and DEI efforts.

Vargas emphasizes that marketing to the diverse consumer is different to DEI: “I personally believe, that recently in the U.S., with the growing importance of DEI, there has been a confusion between multicultural marketing and DEI efforts.” She explains that there is a “whole team that does DEI and then there is my marketing team.” “We certainly collaborate but our team has different objectives which are separate from DEI. My team is responsible for acquiring diverse customers and for deepening relationships and serving them in the best possible way – e.g. that branches have the right bankers, in-language communications etc-. DEI has more overarching objectives in order to do the best thing for  suppliers, community and customers,” Vargas mantains.

An area where DEI overlaps with marketing and media is Wells Fargo’s commitment to minority owned media, the marketing executive asserts.  “We are committed and make sure that we support all suppliers of diverse origin. We are looking forward to collaborate with them. We support NNPA, Black Press Assosciation, and do many media buys with many Hispanic publishers,” Vargas concludes.





The acquisition brings together Impremedia’s local and national brands with My Code’s significant new investments, advanced digital competencies and reach.

Multicultural digital media platform My Code announced the completion of its acquisition of a majority ownership interest in Impremedia, the leading Hispanic news and information company. With this acquisition, My Code becomes the owner of the most widely-read and respected Spanish-language daily newspapers and digital media outlets in the U.S. Impremedia and My Code declined to provide a price for the deal. A person familiar with the sale told the New York Times that My Code had paid “more than US $10 million”. The seller, the Argentinean media group La Nacion, had owned Impremedia since 2012.

Impremedia properties include La Opinión, the nation’s #1 Spanish-language daily newspaper; El Diario, the oldest Spanish-speaking daily in the United States; La Raza in Chicago; and La Opinión de la Bahía in San Francisco along with an extensive portfolio of digital media outlets and lifestyle brands that reach 35 million users each month. Over the last few years Impremedia has developed several vertical content sites including La Comedera (Food), Solo Dinero (Finance), Estar Mejor (wellness), Siempre Auto (automotive) and Bien Bonita (beauty).

Iván Adaime, CEO of Impremedia, will continue to lead Impremedia’s media brands. All of Impremedia’s employees have been asked to continue with the company and help drive  the next phase of growth in civic journalism, local and national service and digital expansion.

My Code
Parker Morse, CEO and founder of My Code.

“We are in awe of what Iván Adaime and generations of dedicated team members have built, and we are honored and excited to help in being stewards of these brands as we work together to expand their reach and deepen their impact with current and future generations,” said Parker Morse, CEO and founder of My Code. “With the ever-growing influence and impact of the U.S. Hispanic population, solutions to connect with and serve the community have never been more in demand. Combining Impremedia’s iconic media properties, burgeoning digital brands and significant daily role in the lives of the Hispanic community with My Code’s platform, resources and enormous audiences, will supercharge the ability to connect, inform, support and engage in this vital space. By operating in close partnership with Impremedia’s first-class leadership team, we will build a strong, vital and even more sustainable next chapter for Hispanic media and marketing.”

“The scale at which My Code has been able to connect with Hispanic audiences across different segments is an impressive feat in the current media landscape, especially as the industry continues to adapt to the dynamically shifting data landscape,” said Iván Adaime, CEO of Impremedia. “The combination of Impremedia and My Code deepens our relationship with the Hispanic community and amplifies our impact through the community. Our decision to join with My Code will allow us to deliver even greater value to our audiences and unlock more opportunities to engage with them in the digital space.”

Our decision to join with My Code will allow us to deliver even greater value to our audiences and unlock more opportunities to engage with them in the digital space.

Impremedia will contribute to My Code’s legacy as a U.S Hispanic media and advertising company and further solidify its leadership position in the space by operating the 2nd largest owned and operated digital Hispanic portfolio and the largest and only daily Spanish language paper portfolio in the country. It also reaffirms the company’s status as the digital multicultural platform with the largest reach in the U.S., per metrics from Google DV360.

Source of First-Party Data 

With the addition of the oldest Spanish language print portfolio in the U.S. and Impremedia’s portfolio of lifestyle websites in the food and beverage, auto, finance, beauty and entertainment verticals, My Code is now one of the largest publishers of Hispanic content across multiple formats. This combination also further establishes the company as a source of rich first party data on increasingly influential Hispanic consumers, offering brands and advertisers unmatched potential for reaching and activating them. My Code will integrate Impremedia properties with its targetable datasets through its proprietary Intelligence Center, custom creative executions and integrated marketing and media solutions to align brands with the highest quality content and most engaged audiences for optimal reach and impact.

With the vast data on Hispanic consumers that Impremedia provides, we’ll be able to craft truly engaging content for brands that speaks directly to them with deeper authenticity.

Annie Leal, VP of My Code Studio, said, “In today’s media landscape, consumers want content that speaks directly to them and that reflects their cultural values, which can be a complex task to accomplish. The addition of Impremedia’s brands to My Code’s portfolio helps strengthen the virtuous flywheel between data and content, allowing us to deliver more meaningful content and experiences for the U.S. Hispanic community. With the vast data on Hispanic consumers that Impremedia provides, we’ll be able to craft truly engaging content for brands that speaks directly to them with deeper authenticity.”

The combination with Impremedia furthers My Code’s original mission of reaching and influencing Hispanic audiences. Originally founded as H Code in 2015, the company relaunched in early 2022 following the addition of two new entities, A Code and B Code, which focus on AAPI and Black communities, establishing My Code as a leader in multicultural media and marketing. The company also recently launched W Code to deliver authentic marketing to multicultural female audiences and plans to add more solutions for additional demographic segments in the coming months.


Leading Hispanic-Facing Media Company Announces Canela.TV’s Foray Into Originals and Details New Content Acquisitions; Canela Kids, New Spanish-Language Offering for Kids 2-12 To Debut August 2022; New Projects In Development at Canela Music; and Plans Revealed for the Newly Launched Innovation Labs In Silicon Valley Spearheaded by Former Pluto TV Chief Product Officer Shampa Banerjee.

Today, during a virtual IAB NewFront Presentation, Canela Media’s founder and CEO Isabel Rafferty shared news about the company’s next tier of content for Canela.TV and Canela Music, and also announced that the company will be adding to its growing portfolio of ad-supported brands with Canela Kids, a new Spanish-language AVOD destination for kids 2-12 launching August 16.

Canela Media
Canela Media’s founder and CEO Isabel Rafferty.

Canela Media, whose Q1 2022 revenue jumped a whopping 325% year over year, also unveiled plans for their recently launched Innovation Labs, a new division based in Silicon Valley that will use key learnings and advanced technologies to inspire innovations that make the media experience more immersive. The company will celebrate their first CincoDeFront event this evening at New York’s Paradise Club at The Times Square EDITION.

The insights we have about our passionate fans fuel all of our choices, which is what makes Canela the only real strategic AVOD player for Hispanic audiences.

Rafferty, who opened her presentation standing beside the Fearless Girl statue on Wall Street, said: “At Canela, we look to elevate our compelling narrative through a distinctly Hispanic lens, and this audience is never an afterthought – they are our primary reason for being. Our approach to alliances with brands as well as our work in original content must be authentic, disruptive, and empowering – for our viewers, our creators and our marketing partners. We will deliver all of that and more in 2022.”

She added: “The insights we have about our passionate fans fuel all of our choices, which is what makes Canela the only real strategic AVOD player for Hispanic audiences. We understand that the Latin viewer comes in many flavors – and the Canela community of offerings celebrates each of those identities including Afro-Latinos, Hispanic Americans, immigrants and many more.”

Previous partnerships

In the past year, Canela Media, the only female and minority owned Hispanic-facing media company offering true reach and scale, has partnered with numerous brands including Verizon, TurboTax, Target and Nissan with new alliances set with Pizza Hut, Unilever, Sephora, Mondelez and the Department of Health and Human Services in the coming months.

Also taking part in the session was Jerry Leo, Chief Content Officer, Canela.TV; Mario Torres, VP, Canela Music; Shara Ogg, Canela Media’s VP of Marketing, Andres Rincon, Senior VP of Sales; Matt Montemayor, SVP, Sales, West and Central Region; Maggie Salas-Amaro, Director, Canela Kids; and Shampa Banerjee, former EVP at ViacomCBS and Chief Product Officer at PlutoTV, who was named Canela’s Chief Product & Technology Officer earlier this month.

The Smithsonian’s National Museum of the American Latino has announced a $2 million gift from The Coca-Cola Company to support the new museum and Molina Family Latino Gallery. The donation establishes The Coca-Cola Company as a Corporate Founder of the Molina Family Latino Gallery and a Founding Donor of the National Museum of the American Latino.

In part, the gift will enable visitors to explore the diverse stories of Latinos in the United States—past, present and future—through dynamic, multidisciplinary exhibitions and programming. The museum showcases the Latino experience to help Americans understand who they are as a nation. This gift is part of a long-standing commitment from Coca-Cola to recognize, support and partner with the Latino community and champion diversity in all its forms.

“Both the Molina Family Latino Gallery and forthcoming National Museum of the American Latino will strive to complete large gaps that exist in the story of American culture and history, gaps that overlook the struggles, achievements and contributions of American Latinos,” said Eduardo Díaz, interim director of the National Museum of the American Latino. “Generous gifts like this recognize the urgency of that mission, and we thank The Coca-Cola Company for their support. That support will enable us to share centuries of history with generations of visitors from across the country and around the world.”

Museum of the American Latino
Alfredo Rivera, president for North America, The Coca-Cola Company.

The Molina Family Latino Gallery is the American Latino Museum’s first gallery and interprets what visitors may see and learn in the future museum building. The gallery’s inaugural exhibition, “¡Presente! A Latino History of the United States,” introduces visitors to critical concepts, moments and biographies that shine a light on the historical and cultural legacy of U.S. Latinas and Latinos through bilingual exhibitions, public and educational programs and robust online offerings. The gallery and exhibition will open in the summer at the National Museum of American History.

we aim to make a difference in communities by celebrating stories, empowering learning and boldly shaping a better shared future where diversity, equity and inclusion play a central role.

“The Smithsonian is shining a much-needed spotlight on the tremendous contributions of Latinos in this country, and Coca-Cola is proud to contribute to this landmark effort,” said Alfredo Rivera, president for North America, The Coca-Cola Company, and founding member of the museum’s advisory board. “Through our partnership, we aim to make a difference in communities by celebrating stories, empowering learning and boldly shaping a better shared future where diversity, equity and inclusion play a central role.”

The Florida Panthers are having a record-breaking season with a league-best 58-18-6 record, winning the Atlantic Division for the first time since 2015-16, clinching the first President’s Trophy in franchise history, and becoming the first team to secure a berth in the Stanley Cup Playoffs this season. As the top team in the NHL, the Panthers are engaging South Florida’s Hispanic communities in creative new ways as they get ready to pounce on the Washington Capitals during the playoffs.

Written by Alex de Carvalho, Miami

On April 30th, the Panthers unveiled a large mural in the heart of Miami’s world-famous Wynwood Arts District. The top of the mural has the lettering ¡Vamos Gatos!, “Let’s Go Cats!,” to build excitement for the playoffs. Renowned graffiti artist and muralist Pedro Amos designed the art and painted the mural, which features a bounding panther over a background of vibrant colors typically associated with Miami. The visually engaging mural includes the familiar sights of palm trees, high-rises, a causeway, a sunset, and the silhouette of a rodent to symbolize Former Panthers’ captain Scott Mellanby’s “rat trick.” The lighted mural covers a full building exterior wall facing I-95, Miami’s busiest highway, and is visible to cars driving by during the day and night.

Where it all started

The mural is an extension of the team’s ‘Vamos Gatos’ DEI (diversity, equity, and inclusion) campaign, which explores new ways to connect with and engage South Florida’s Hispanic market. Vamos Gatos began as a Spanish play-by-play live audio stream available to in-arena fans exclusively through the FLA Live Arena mobile application. With the app, Hispanic fans inside the arena can easily access live action commentary from their seats to enhance their real-time in-game experience.

Thanks to the team’s success this season, the mural represented a lot of work under demanding deadlines to promote the team’s playoff bid to the large Hispanic in Miami. There were many elements to deal with, from scheduling around the blistering weather to determining the design elements that would best represent the team, trying to get as many people involved as possible.

Florida Panthers
Photo via @flapanthers



Wynwood as an example

According to Pedro Amos, Wynwood provided a blueprint to the world for how to revitalize a neighborhood with graffiti art and represented a great creative opportunity to position the local team. “Working with the panthers was a dream. The team was phenomenal in terms of communication, especially with the tight deadlines,” said Amos. “With this special collaboration, we wanted to demonstrate the force of the panther on a warpath, making it large to portray its presence and importance. Similarly, with the “Vamos Gatos” letters, we want to incorporate and include the large Latino community in South Florida — it’s important that they feel united behind the Panthers.” Amos is a Miami native who has curated the Basel House Mural Festival over the past five years. His long-time passion for graffiti has led him to paint murals on four continents over the past 9 years alone. “I am grateful for opportunities to paint murals in public zones and to support organizations that want to express themselves through my chosen art,” Amos added.

Florida Panthers
Bryce Hollweg, Florida Panthers Executive Vice President.

The mural unveiling was followed by a Playoff Pop Up Party for Latinos at the Wynwood Marketplace, with graffiti artist Carlos Solano painting custom t-shirts on the spot for fans. The event featured photo opportunities with mascot Stanley C. Panther, drink specials courtesy of Stoli Vodka, and merchandise and ticket giveaways.

It’s important for us not to be just focusing on Sunrise or Ft. Lauderdale and to be reaching out to our fans in Miami-Dade County and Palm Beach as well.

Bryce Hollweg, Florida Panthers Executive Vice President, mentioned that the Panthers are “Proud to have launched the Vamos Gatos campaign to celebrate the Hispanic culture and vibrant backgrounds that we have here in South Florida. It’s important for us not to be just focusing on Sunrise or Ft. Lauderdale and to be reaching out to our fans in Miami-Dade County and Palm Beach as well.”

The Panthers will have home ice advantage throughout the 2022 Stanley Cup Playoffs, hosting the first two games of Round One at FLA Live Arena, as well as Game 5 and 7 if necessary. With the creative extension of the DEI ‘Vamos Gatos’ campaign, the Florida Panthers are spreading playoff fever to South Florida’s Latino and Hispanic fanbase.


While Centers of Multicultural Marketing Excellence certainly fulfill their function as specialized units for best practices and research, they are also sometimes mocked by insiders as consulting units that do not have decision-making power. This is not the case of Dish’s Latino Center of Excellence, Alfredo Rodriguez, Vice President, Latino Center of Excellence at DISH Network tells Portada. “DishLATINO is a brand and a product. A P&L focused mindset drives all acquisition, retention, programming & product initiatives.”, he asserts.

Led by Alfredo Rodriguez, the Latino Center of Excellence has 25 employees, including executives Nicole Preston, General Manager, Latino Center of Excellence; Juan Machado, General Manager Marketing in charge of acquisition, Jean Louis Bedout, General Manager, in charge of retention and upsell, as well as Reynaldo Pagani, who is in charge of the Puerto Rican market.

Dish Latino  Center of Excellence: How it came about

Dish LatinoIn 2020 Dish acquired Boost Mobile and Sprint’s prepaid customers from Sprint as Sprint merged with T-Mobile. As a result, DISH became a nationwide U.S. wireless carrier. Dish’s leadership could not help but notice that in addition to Dish Latino and Sling’s Hispanic subscribers, Dish now had a substantial Hispanic customer base in the form of prepaid wireless client. Approximately a third of Boost Mobile customers are Hispanics.  That is when the executives at the helm of Dish decided to create the Latino Center of Excellence.  The main part of the new unit’s team was to be composed by Dish Latino executives, as the direct to broadcast satellite provider already had a an established brand marketing team.

Historically Dish’s Latino Center of Excellence is the outgrowth of the brand marketing unit of Dish Latino, which also serves as a Center of Excellence for Sling and Boost Mobile.

“Because of the very nature of the product which is solely for Hispanics, Dish Latino has a very contained customer base and its own P&L. This affords as the luxury of running it as a business unit,” Alfredo Rodriguez, Vice President, Latino Center of Excellence at DISH Network, tells Portada. “We have our own marketing budgets for branding acquisition and retention. Additionally, we manage the entire budget , from media to production. We design the strategy. We are very keen on insuring that we have a return on marketing investment as we have full accountability for the subscriber base we manage,” Rodriguez adds.

We are very keen on insuring that we have a return on marketing investment as we have full accountability for the subscriber base we manage.

As of December 31, 2021,Dish Networks had 10.707 million pay-TV subscribers in the United States, including 8.221 million DISH TV subscribers and 2.486 million SLING TV subscribers. Rodriguez claims that an important part of the Dish TV subscriber base is Hispanic and that they are the leaders in the Spanish-tier direct-to-broadcast satellige category, (DBS), where they compete with providers including ComCast, Spectrum and DirecTV.

Rodriguez, who leads identifying which consumers are in fact Hispanics. “We analyze the retail footprint and how it corresponds to the density and location of Hispanics.” Marketing budgets for Boost Mobile and Sling are managed by these business units. Rodriguez notes that the wireless segment has a lot of unmet needs and that his team is working on strategy refinements for Boost.

Cross-selling Opportunities

Many of the insights that Rodriguez’s team obtains at Dish Latino can be be used to understand the customer base, particularly the Hispanic customer base of Sling and Boost Mobile. “We see a lot of opportunities to cross-sell and upsell to other brands, including combining data to provide existing and future customers interesting offers. We work very closely with Dish, Boost and Sling to leverage data, segmentation and insights,” Rodriguez maintains. He adds that more than about just using the data it is “about obtaining a real connection with our clients.”

How Dish Latino Determines its Hispanic Target 

The direct-to-broadcast satellite Dish LATINO service, the suite of stand-alone programming packages containing both Spanish & English language channels, targets two segments of the Hispanic population.  The unassimilated segment (18% of the Hispanic population) and the bicultural-Spanish-dominant (30% of the Hispanic population). The unassimilated segment  is foreign born and Spanish-dependent for all aspects of their lives as well as culturally attached to their country of origin.  The bi-cultural Hispanic segment tends to be foreign born and has lived in the U.S for 10+ years. They are comfortable with English and are exploring a new culture through the lens of their cultural heritage.
These two segments are the ideal customer for DishLATINO,  How does Dish-Latino’s marketing team determines which Hispanics belong to the the above segments and not the bilingual and fully acculturated segments? Rodriguez notes the assimilation algorithm takes the following factors into account: Language spoken at home, Language of media consumption, Cultural affinity, Proportion of first 18 years lived in US and preferred language. According to this acculturation algorithm, roughly 30%-40% of the 60 million Hispanics living in the U.S. are either unassimilated or bicultural, Rodriguez says.
Research by Rodriguez and his team has determined that these two segments have many unmet needs. One of them is the need for speaking and perfecting English. The programming  channel “Inglés para Todos” answers to this need as learning English affords more opportunities to Hispanics.  Rodriguez also sees opportunities to cross over to Boost Mobile and Sling with a similar offering.
“We are looking to carve out opportunities on the wireless side and trying to leverage and take advantage of some of the things consumers are telling us are very appealing like for instance Inglés para Todos”, Rodriguez concludes.



DoorDash  Marketing. DoorDash launched ‘Antojo’, its first-ever custom created Spanish & English multi-platform marketing campaign aimed at authentically connecting with the Latino community

The creative campaign is rooted in the perspective that cravings are a common experience in culture, but “antojos” are a part of the way Latinos live life. And there are all sorts of antojos; about food, a flavor, or a memory about grandma’s cooking. But it does not stop there–there are also antojos for moments, for opportunities, for fulfilling goals. DoorDash’s intention in creating the ‘Antojo’ campaign was to reinforce its focus on growing and empowering the antojos of local Latino communities.

Dicen que cuando se te cae algo es porque a alguien se le antojó.

The creative campaign debuted last Monday April 18 across national TV, digital, and social activations. The creative was inspired by the old superstition “Dicen que cuando se te cae algo es porque a alguien se le antojó” or in English, “They say that when your food falls, it’s because someone craved it.”

“DoorDash’s mission is to empower local economies and the latest iteration of that mission is the Antojo campaign, which demonstrates our commitment to connecting with the Latino community and empowering the communities that we serve,” said Katie Daire, DoorDash’s Senior Director of Consumer Marketing. “We’re excited to unveil this campaign and think it will uniquely engage with the Latino community through highlighting the shared power of antojos in our everyday lives.”

Antojo DoorDash
John Gallegos, Founder and CEO of GALLEGOS United.

“We are proud to partner with DoorDash, a modern brand that at its core is about empowering local communities,” said John Gallegos, Founder and CEO of GALLEGOS United. “Throughout the pitch process, we experienced firsthand how the company lives up to this value and its commitment to the Latino community, always in a highly creative way. We are excited for our new journey together, supporting all the ‘antojos’ of Latinos, starting with food and beyond.”


The insight behind this traditional superstition inspired two :30 TV spots under the premise of  “Se te antojó,” which brings viewers through the journey of witnessing the power of antojos in real life and highlights the breadth of items available through DoorDash. To capture the essence of ‘Antojo’, the commercials were shot in Mexico City by acclaimed and award-winning director Andy Fogwill. In addition to TV, the campaign includes digital ads, paid and organic social media, and an in-app experience that features Latin cuisines in customers’ local areas. The breadth of the campaign highlights the brand’s connection and understanding of the antojos of the Latino community.

Throughout the pitch process, we experienced firsthand how the company lives up to this value and its commitment to the Latino community.

The campaign was created in partnership with GALLEGOS United and is the first work produced from this new partnership focused on connecting more authentically with the Latino community. Gallegos United was awarded the DoorDash business and will be responsible for helping DoorDash authentically communicate with Latinos—managing strategy, creative development, production, and marketing communications. Together, DoorDash and Gallegos United will focus on building long-lasting customer relationships and driving brand preference with Latino communities nationwide.

Beyond the creative campaign, DoorDash supports the Hispanic and Latin community by providing restaurateurs grants and training through our Main Street Strong Accelerator. In February, we also announced a partnership with UnidosUS that provides a financial empowerment program, grants to broaden food access, and support for civic engagement programs and immigration education. Our partnership features a signature financial empowerment initiative, Caminos, that provides local and virtual programming to U.S. Dashers who want to develop job skills, build a business, or improve their financial well-being.

The growth of Hispanic-owned businesses is the number one goal of the USHCC, a business advocacy group representing more than 5 million U.S. Hispanic-owned businesses. USHCC recently hosted its Legislative Summit with several national elected officials and business leaders. USHCC President & CEO Ramiro Cavazos talked to Portada about the Legislative Summit and the business prospects for the US $1.3 trillion infrastructure bill.

Growth of Hispanic Owned Businesses
Ramiro Cavazos, CEO, U.S. Hispanic Chambers of Commerce

The United States Hispanic Chamber of Commerce (USHCC) has made it a top priority that its members “get to do the work for a sizable part of the US $1.3 trillion infrastructure bill that will be awarded in the next 12 months”, Ramiro Cavazos tells Portada.
The bipartisan infrastructure bill should boost Hispanic-owned businesses. That is why the recent Legislative Summit focused on presenting Hispanic-owned businesses to the U.S. government and buyers from the corporate sector through match-making functions. In addition to the federal government and many agencies, there was a wide representation of the private sector at the Legislative Summit, which included companies like Anheuser Busch, Google and Kroger. Cavazos notes that U.S. Hispanic businesses were pre-screened to provide optimal matches to both private and government-owned entities. “We hope that in 3 months we will be able to count the number of contracts,” says Cavazos who adds that the USHCC works with two vendors who will be quantifying the sucess of the match-making exercise at the Legislative Summit.

“The U.S. Government is the largest buyer,” Cavazos asserts. “The U.S. Government is much larger than Google and Microsoft, yet less than 1% of the buying power of our government, which is financed through taxes, goes to Latino-owned business,” he mantains.

The U.S. Government is much larger than Google and Microsoft, yet less than 1% of the buying power of our government, which is financed through taxes, goes to Latino-owned business.


Growth of Hispanic owned Businesses: Sectors Primed for Expansion

Asked about which companies and sectors are particularly well positioned to gain government contracts, Cavazos mentions sectors including construction (10% of construction companies are Latino-owned) cybersecurity, food production, advertising/marketing, architecture, plumbing and air-conditioning.
As Marissa Calderon, Executive Director, NCRC Community Development Fund, Inc. recently told Portada Hispanic participation in the economy is not only important for corporate social responsibility reasons, but it also is good for business as diversity Increases Innovation.  The USHCC’s Cavazos totally agrees that minority owned business growth is very beneficial for the U.S economy:  “We feel the U.S. government and the private sector need to open opportunities to companies in these sectors. We just want to have a seat at the table where decisions are taken,” Cavazos claims.

We just want to have a seat at the table where decisions are taken.

A Common Thread: The American Dream and Culture

The USHCC mission is to promote the growth, development, and interests of more than five million Hispanic-owned businesses that contribute over US $800 billion to the American economy every year.
The USHCC has 250 chambers and members in places as distant as Hawaii, Miami and Oklahoma. What binds these members together, according to Cavazos, is that they want to achieve the American Dream.  “It could be someone who came across the river in Mc. Allen, Texas, or someone in New Mexico who has been here for 500 years. Our common thread is the pursuit of the American Dream and our culture.”

The U.S. Hispanic economy, the second largest GDP in the Spanish-speaking world after Mexico, is a dynamic part of the U.S. economy, the number one economy in the world. Cavazos is a trusted economic development expert and champion for bipartisan solutions that generate wealth to advance economic opportunity for the Hispanic community. “An economy that drives freedom, social justice, economic security is beneficial to all Americans,” he asserts.

Prior to his role at the USHCC, Cavazos was the President and Chief Executive Officer of the San Antonio Hispanic Chamber of Commerce (SAHCC), the nation’s first Hispanic Chamber of Commerce founded in 1929.


Diversity increases innovation: The NCRC Community Development Fund has just been named to Fast Company’s Annual List of the World’s Most Innovative Companies for 2022, placing ninth in the “Small and Mighty” category. Portada talked to Marissa Calderon, Executive Director, NCRC Community Development Fund, Inc. and Chief of Community Finance & Mobility, National Community Reinvestment Coalition, to understand the key elements that foster innovation in her organization. 

The NCRC Community Development Fund (NCRC CDF) is a U.S. Treasury certified Community Development Financial Institution (CDFI) that works to increase access to homeownership and support small businesses for underserved populations. Marissa Calderon and her team manage an approximately US$ 60 million lending portfolio with the the objective of providing affordable credit for homeownership and small business loans to underserved populations. A sizable segment of the Hispanic population is underserved. Ironically, while Latinos are the most prolific entrepreneurial cohort in America, generating over 80% of net new business, they often don’t have access to capital.

Diversity Increases Innovation

The NCRC CDF’s success is reflective of the diversity of its team members. According to Calderon, “the cultural competency of the team at the Community Development Fund is reflective of our borrowers. Both our team and our borrowers have gone through similar experiences.  If we are not reflective of our borrowers, we don’t succeed. In fact, we tell our borrowers: We see you because we are you.”

If we are not reflective of our borrowers, we dont succeed. We tell our borrowers: We see you because we are you.

The pandemic impact has been acutely felt by Black-, Latino- and Woman-owned businesses, and NCRC’s CDF rose to the challenge, flexing its muscle to support and deploy US $17 million in grants, PPP loans, low-interest rate capital, and small business investments at a time when these entrepreneurs needed it most.

Marissa Calderon
Marissa Calderon, Executive Director, NCRC Community Development Fund, Inc. and Chief of Community Finance & Mobility, National Community Reinvestment Coalition,

Calderon mentions that strong connections with organizations in housing development and business funding help the NCRC CDF achieve its mission. These organizations include the  Stanford Latino Entrepreneurship Initiative and the  Latino Business Action Network.
Calderon mentions that NCRC CDF

borrowers are the greatest source of referrals from a business perspective as 60% of referrals come from borrowers. On the funding side, the lending portfolio is funded through a variety of different sources including commercial banks, federal government and philanthropic sources. According to Calderon, to “tell the story” of how the NCRC CDF expands access to affordable homeownership and helps Black-, Brown-, and woman-owned businesses thrive is crucial in order to get new funding commitments: “87% of our loans went to black and Latino entrepreneurs. 48% of loans went to women. Major banks ask us how we are able to do that.”

87% of our loans went to black and Latino entrepreneurs. 48% of loans went to women. Major banks ask us how we are able to do that.

Diversity is not only a moral objective and a business imperative; Diversity also increases innovation. Diversity within organizations is increasingly seen as a competitive success factor. A growing body of evidence indicates that heterogeneous firms perform better than their homogenous counterparts. Research by Deloitte shows that organizations with inclusive cultures are six times more innovative and agile, eight times as likely to achieve better business results, and twice as likely to meet or exceed financial targets than organizations with less diversity in the workplace.

Leveraging Technology with a Human Component

Calderon emphasizes that she and her team members are very intentional on how they spend their time. “Part of what helps us accomplish our purpose is to be tech enabled. We intentionally leverage technology with a human component.” As examples of how they leverage technology she cites the automation process to collect data through online loan applications with the human component being represented by a loan officer. “That is how we were able to deploy during PPP”, she says.

Calderon and her team Identify points of friction with borrowers in the process of serving them. For instance, a borrower may not own a home computer, so the NCRC CDF needs to make sure that the processes are mobile first and there is no requirement to print any documents.

It is important to Calderon to foster a culture of creativity and innovation in her team. “They are all youthful and digital natives. Also, just because we have done something for a long time does not mean it is the only thing to do,” she concludes.


In recent times, businesses have recognized the importance of supporting diverse-owned media as part of corporate social responsibility efforts. Yet, they face structural barriers that prevent them from receiving funding from advertisers and benefactors and covering the perspectives and issues that matter to their communities. Elevating diverse media organizations is important now, more than ever before.

Here’s what Nielsen is doing to support diverse-owned media:

  • Nielsen is launching a Diverse Media Equity Program that aims to increase the visibility of diverse-owned media companies with advertisers and agencies.
  • Nielsen and Procter & Gamble have created a fund that will help over 200+ diverse-owned media receive Minority Business Enterprise (MBE) certification.
  • They are also increasing a new report showing the power of diverse-owned media’s influence, particularly in local markets.

Nielsen launched its Diverse Media Equity program designed to elevate the visibility of diverse-owned media companies with advertisers and agencies. The comprehensive initiative includes measurement of diverse media historically excluded from media measurement, funding certification fees of diverse-owned media, as well as the launch of the first-ever report on diverse media reach and audience profiles.

diverse-owned media
David Kenny, CEO, Nielsen

“Nielsen is investing in diverse owned media by getting rid of historical barriers in traditional measurement,” said David Kenny, CEO, Nielsen. “Advertisers and the media industry recognize the need to be more inclusive and want to ensure they reach an audience that is increasingly diverse. We are leading the charge to develop a consistent framework and metrics to help demonstrate the value of diverse owned media.”

In collaboration with P&G, Nielsen also seeds a $130K reimbursement program with the National Minority Supplier Development Council (NMSDC) to help cover the certification fees for diverse owned media suppliers who qualify. The fund, which will be administered by the NMSDC, will aim to provide nearly 200+ diverse publishers the benefits of Minority Business Enterprise (MBE) certification, frequently required by large companies to qualify for diverse investment.

With the demand for ad time on diverse owned networks greater than ever, the need for equitable resources and information is more critical for many of these local businesses. Canela Media, a Latina owned media company who is part of Nielsen’s pilot initiative, started with one measured campaign and increased to five in just one week after signing on.

Isabel Rafferty, Founder & CEO of Canela Media, said she is excited about Nielsen’s commitment to bringing more visibility and support to minority owned businesses. “Our partnership with Nielsen has enabled us to deliver the granular level of transparency and measurement our clients demand. Nielsen has been a tremendous partner; they understand our business and offer us valuable insight for campaign optimization and advertising efficacy.”

As part of the new initiative, Nielsen releases the Diverse owned Media Audience Reach and Profiles report. The report is the first of many to highlight the power of viewership and listenership to diverse owned media, spotlighting the influence in smaller local markets where Black owned television stations reach as much as 41% of all adults and Black owned radio reaches more than 1.2 million people 12+.

Additional diverse audience profiles add texture showing increasingly intersectional reach with local audiences:

  • Hispanic-owned local TV reaches 61% of viewers 18+ in markets ranked 101+ where they are present including 24% of Asian Americans, 33% of Blacks and 39% of Hispanic viewers
  • Asian American-owned local TV stations, where they are present, in markets 1-48 reach more than 200,000 adults 18+
  • Native American-owned radio reaches nearly 800,000 listeners across the U.S.with listeners spending almost 7 hours a week on average in metros ranked 51-100

“As an industry, we are just beginning to recognize the power and importance of diverse owned media. That’s why we’re proud to work with Nielsen to create more equitable support systems,” says Carlos Santiago, ANA’s Alliance for Inclusive Multicultural Marketing (AIMM) Co-Founder. “The report data gives media buyers a view into the impact of diverse media and will facilitate increased investment from media agencies and major advertisers.”

The report findings are powered by Media Framework’s MAVEN Diversity, the most advanced and accurate database and platform for diverse media vendor discovery in the U.S., for diverse media vendors on minority media vendors in U.S. media, will identify the diverse owned suppliers through its MAVEN suite of services product.

“Identifying diverse suppliers for opportunities for investment is central to our business and what we are most passionate about”, said Kathleen Coffey, CEO Media Framework. “We are pleased to be part of a powerful collaboration that will drive value for brands and diverse media owners.”

For more information on the Diverse Media Equity Initiative and access to the latest Diverse-owned Media Audience Reach and Profiles report visit: Nielsen.com

Thanks to an ingenious football marketing strategy the NFL was able to become one of the leading leagues across the globe. What role do Hispanics play in the NFL’s marketing strategy? Marissa Solis, SVP Global Brand & Consumer Marketing, NFL, shared some concepts about the NFL’s marketing plan going forward.

Marissa Solis, SVP Global Brand & Consumer Marketing, at the NFL stated that the NFL is “very serious about the Latino fan base”. As an example, she mentioned the recent “Por La Cultura” initiative for LatinX Heritage Month. Asked whether the NFL will be taking a segmented or overall (total market) approach in marketing towards the Hispanic population, Solis maintained that it will be a “multicultural approach” in which the context of each NFL marketing campaign and communications piece will play an important role. For instance, sometimes social media communications will be in Spanish and sometimes in English.

NFL Marketing Strategy
Marissa Solis, SVP Global Brand & Consumer Marketing, NFL (Photo: Business Wire)

Before joining the NFL Solis occupied leading positions at several PepsiCo companies for 16 years and led PepsiCo’s Hispanic Business Unit as General Manager from 2017 to 2019 (a position now held by Esperanza Teasdale). Solis noted that a segmented approach with an independent Hispanic P&L and a dedicated advertising and marketing budget made sense for PepsiCo because it needed to reignite growth in the Hispanic market, while this is not necessarily the case for the NFL. “Marketing will be multicultural. The U.S. is a multicultural country,” Solis asserts. “The NFL is a reflection of America as Latinos are growing in cultural influence and not only in numbers,” she added.

American culture is Latino culture. I even use Spanish-language for English-speakers. Marketing in the U.S. needs to be seen through a multicultural lense.

Solis was one of the speakers at the panel “The Latino Mosaic, Myth and Misconceptions about America’s Fastest Growing Sector”, organized by Chemistry Cultura last Wednesday in New York City. The other panelists were Domenika Lynch, Executive Director Latinos & Society, Aspen Institute and Adrian Carrasquillo, National Reporter, Newsweek. The session was moderated by Mike Valdes Fauli, Chief Operating Officer, Chemistry.

NFL Marketing Strategy

Solis preferred to use the term ‘multicultural marketing’ rather than ‘total market approach’ to refer to what she sees as the correct way to market in a multicultural America. “American culture is Latino culture. I even use Spanish-language for English-speakers. Marketing in the U.S. needs to be seen through a multicultural lense,” she added.  Solis considers herself a ‘three-hundred-percenter’: 100% Mexican, 100%, American and 100% Texan. In this sense, The Aspen Insitute’s Domenika Lynch noted that as a community Hispanics are evolving: “There is a level of Americanness I can own, but still not negate my culture,” Lynch asserted. To Newsweek’s Adrian Carrasquillo, it is important that journalists are able to tell real stories about Latinos in an authentic way. He added that Latinos need to feel represented as a part of the overall audience. Chemistry’s Valdes-Fauli highlighted that the Hispanic market is the second largest economy in the Spanish-speaking world after Mexico.

There is a level of Americanness I can own, but still not negate my culture.

Avid Latino NFL Fans

According to NFL’s Solis, “the NFL’s Latino fans are the most avid. Latinos are a huge part of the NFL.” As an example of the commitment of the NFL towards the Hispanic market and the importance of Latino culture in the U.S., Solis mentioned the Jennifer Lopez’s and Shakira performance during the 2020 Super Bowl half-time show in Miami.
According to Solis, AT&T, PepsiCo and Ford are among the brands that do a great job when it comes to target Hispanics. These brands get some of the key nuances of marketing to Latinos, she said. “The NFL has a little bit of work to do to be on that list,” she concluded.

CHECK OUT: How NHL Team Arizona Coyotes markets to the Hispanic population


Sedano’s Supermarket, the largest Hispanic-owned supermarket chain in the U.S., recently introduced Nuestra Sazón magazine, the first step in its retail media network launch. The custom publication comes in digital and print versions and is aimed at celebrating Latin cuisine and culture. Portada interviewed Javier Herrán, Chief Marketing Officer, Sedano’s. to learn more about Nuestra Sazón and other projects related to Sedano’s retail marketing strategy.

With headquarters in Miami-Dade County, Sedano’s employs approximately 3,000 associates and operates 34 stores across Florida in Miami-Dade, Broward, Orange, and Osceola counties.

In the digital age custom print publications have perhaps lost some of their allure. Yet Sedano’s recently introduced this bilingual magazine with a circulation of 52,500 mailed directly to homes across Sedano’s primary market in Florida. Nuestra Sazón, launched with the help of Havas House — the global custom media, content and publishing division of Republica Havas — is published three times a year (March, July, November) and has an average readership of 105,000 readers.  “We know and understand that print is still a very important medium with our consumers, and it felt like an appropriate avenue to explore to continue Sedano’s brand growth,” says Javier Herrán, Chief Marketing Officer, Sedano’s. “It has brought new brand partnerships to the table while vitalizing existing partnerships and customer experiences. It also provides the opportunity to speak to customers while they’re at home, as they’re creating their shopping lists and build relationships with them outside of the stores,” he adds.

Using Retail Media as an Extension of Sedano’s Existing Marketing Strategy 

Retail Media
Javier Herrán, Chief Marketing Officer, Sedano’s

“Nuestra Sazón acts as an extension of Sedano’s existing marketing strategy, promoting the brand ethos in a new light that’s more humanized and approachable.” CMO Herran notes. He adds that “the magazine celebrates the richness of the Hispanic cuisine and culture through engaging content, local stories, and comida criolla recipes customers can cook at home using ingredients from featured brands.”


We know and understand that print is still a very important medium with our consumers, and it felt like an appropriate avenue to explore to continue Sedano’s brand growth.

Sedano’s further promotes the magazine and its content via social media campaigns and monthly e-newsletters to its more than 32,000 subscribers. Sedano’s Retail Media Network , of which Nuestra Sazón magazine is the first step, will provide supporting brand partners with the opportunity to creatively showcase their products throughout the supermarket chain’s vast reach in Florida.

E-Commerce Offering

Sedano’s comsumer touchpoints are multichannel which is reflected in the above-described multichannel marketing strategy. Herran states that Sedano’s offers its customers a number of ways to shop. “We feel that we need to reach our customers where they want to be and where they want to shop conveniently. Our customers have the ability to shop our stores in person or online through various platforms, including our website, www.sedanos.com, Cornershop by Uber, Shipt, DoorDash, Uber Grocery and on Uber Eats. Our goal is to reach every consumer with our unique product offerings regardless of the platform they choose to use,” Herran concludes.


Impremedia recently launched Estar Mejor, the only wellness website in Spanish for the Hispanic community in the United States. Estar Mejor is the seventh vertical content site Impremedia has launched. These sites now attract more than 35 million monthly users, according to Impremedia. Portada talked to Rafael Cores,  Impremedia’s VP of Content, about the content and monetization strategy of the Spanish-language media company.

Spanish-language media company Impremedia launched Estar Mejor, a digital publication on wellness in Spanish, aimed at the Hispanic community living in the United States. “Our content focuses on three pillars,” Rafael Cores, Impremedia’s VP of Content, tells Portada:  “How you can improve your relationship with others -family, friends and all sorts of relationships-, with your surroundings -home, office, and natural environment-, and with yourself – your mind, body, and soul-. We approach these topics in a down-to-earth and practical way that can be relatable to an audience that looks for practical and reliable advice for their everyday life”. Cores’ goal is for Estar Mejor to reach 750,000 monthly unique users at the end of the first year. The main gender target is women between 18 and 44 years old, although currently 33% of the audience are men. 

“Reports show that Hispanics are increasingly concerned about their physical and emotional well-being. Despite that fact, there’s no digital publication catering to the needs of the Latino community: Estar Mejor will help to fill that gap” states Iván Adaime, CEO of Impremedia.

Estar Mejor is led by Impremedia’s New York City-based Lifestyle Managing Editor María José Lavandera. “We work to bring the most current, efficient, and solid information in the wellness space, so our readers have the best possible information to live the best life that they can, in harmony with themselves and their surrounding world, and in good physical and emotional shape”,  Lavandera asserts.

Estar Mejor expects to reach 750,000 monthly unique users at the end of the first year. The main gender target is women between 18 and 44 years old.

Spanish-language Media Content Verticals

Spanish-language Media
Rafael Cores, VP of Content, Impremedia

“Estar Mejor is just another step in our mission of continuing to provide quality content targeted to the interests of different audiences in the United States,” Ivan Adaime, CEO of Impremedia notes. Last year, Adaime told Portada  that Impremedia produces content in Spanish for U.S.-based audiences because this is where it sees the most opportunity as it is an underserved audience. “We see a bigger opportunity with content in Spanish. We haven’t seen the model ‘English with cultural nuances’ working at scale,” Adaime noted.

The Impremedia family of vertical content digital media outlets includes lifestyle brands Solo Dinero (Personal finances), Siempre Auto (Automobiles), Comedera (Recipes), Bien Bonita (Beauty), No Muy Caro (Discounts and Promotions) and La Vibra (Entertainment), and attracts more than 35 million monthly users worldwide. These brands have around 2 million followers on Social Media. In terms of the sites’ monetization, revenue drivers are direct and indirect ad sales. 

Estar Mejor is just another step in our mission of continuing to provide quality content targeted to the interests of different audiences in the United States.

“Our verticals strategy that started in 2020 is working great, in some cases even better than expected,” Cores notes. “Siempre Auto has reached more than 15 million total unique users before its first year, with a best-month of 3.9 million unique users. Solo Dinero, our Personal Finance and Business News site has reached 9 million unique users in its first year, 58% of them in the United States. These are brands that didn’t exist before the third quarter of 2020 and now reach tens of thousands -and sometimes hundreds of thousands- users every day.  We don’t share data about specific advertisers, but brands are paying attention and we have reached new advertisers thanks to our new verticals, ” Cores mantains.

SEO Team

Spanish-language SEO is very important for U.S.-based audiences to find the content via search engines. “We have a dedicated SEO team that makes proposals for articles and later reviews the content,” says Cores.

Cores also notes that, while both sites are targeting a women audience,  Estar Mejor and Bien Bonita are two different properties. “Bien Bonita is focused on female beauty and helping Latinas to be the best version of themselves from the inside out. Estar Mejor is about wellness, about looking inside and living a better life, both physically and emotionally. It is easy to associate wellness with our physical aspect, but the mental and emotional aspects are as -if not more- important. Estar Mejor covers all that spectrum,” Cores concludes.
Check out other articles on Impremedia’s Spanish-language media strategy:

Impremedia launches Siempre Auto Betting on Hispanic Car Buying Habits 

Audio advertising is pacing for14.4% growth this year to US$18.06 billion, the fastest growth rate in 40 years, driven by double-digit increases in OTA, streaming, podcast, satellite and Hispanic audio ad & marketing spend, according to PQ Media’s United States Audio Media Forecast 2021.

United States audio media advertising & marketing spending, as well as consumer audio usage and consumer spending on audio media are all on pace for record growth in 2021, amplified by new technologies, changing consumer behaviors and shifting ad budgets, according to new research released today by PQ Media.

Audio advertising spending is pacing for 14.4% growth this year to US$18.06 billion, the fastest growth rate in 40 years, driven by double-digit increases in OTA (Broadcast over the Air), streaming, podcast, satellite and Hispanic audio ad & marketing spend, according to PQ Media’s United States Audio Media Forecast 2021.

Podcast advertising is on pace for a 32% surge in 2021, while Hispanic audio ad spend is set to rise 16.5%, OTA advertising is expected to increase 14.2%, and streaming audio ad spend is projected to grow 13.4%.

The caveat to this year’s double-digit growth spikes in audio ad & marketing spending is that they follow the steepest drops on record in 2020, when all media spending was driven down by the deep impact of COVID-19 and the pandemic’s after-effects worldwide. For example, total audio ad spend, of which OTA accounts for 70%, is not expected to reach the pre-pandemic 2019 level until 2023, according to PQ Media.

However, streaming audio advertising, including digital extensions of radio stations and audio subscription services, and podcast ad spend continued to grow at double-digit rates during the pandemic’s apex in 2020 and will post accelerating growth in 2021 to set new ad spend records.

Meanwhile, consumer audio usage is expected to rise 3.3% to an average of 13.7 hours per week in 2021, the quickest uptick in 20 years, fueled by strong growth across all major audio platforms. OTA audio usage was up 2.7%, streaming media usage, including digital radio station extensions and audio subscription services, also increased 2.7%, while podcast listening surged 9.9% and satellite radio was up 2.5%, according to the United States Audio Media Forecast 2021.

Strong Consumer Audio Expenditures

Consumer spending on audio media content and technology is expected to increase 8.3% to US$25.96 billion in 2021, as end-user spend on audio content and tech also continued to grow through pandemic-struck 2020 and will continue to grow through 2022. The key growth driver is consumer spending on audio content, including streaming and satellite subscription services, podcasts and digital radio extensions, which has surpassed total audio ad & marketing expenditures, surging 12.4% in 2020, as the pandemic lockdowns supercharged consumer time spent with digital audio. Consumer spending on audio content will grow at an accelerated 12.6% to US $19.62 billion in 2021, PQ Media estimates.

Growth in the burgeoning Hispanic audio media market is being driven by several key factors, including this demographic’s increased share of the total US population

“Audio has proven to be a resilient medium since its rise to the fore of the media spectrum in the 1920s, continually adapting to strong challenges posed by the emergence of new technologies, such as television in the 1950s, as well as related changes in consumer behaviors and shifting ad budgets. All three of these critical PEST trends were strongly influenced by COVID-19, but as these key variables evolved with the severe impact of the pandemic in 2020, audio media once again rose to the challenge and showed its staying power with consumers,” said PQ Media CEO Patrick Quinn.

With the continued growth in the popularity of podcasting in 2021 and the increased use of smart technology to listen to digital radio station extensions, traditional OTA broadcasts have remained the most popular audio content consumers listen to in their cars. “When audio media’s three major platforms are combined – OTA, digital and podcasting – audio is a powerhouse medium like no other,” Quinn added.

The US Audio Media Forecast is the only source of comprehensive econometric data and analysis tracking the industry’s three KPIs – audio advertising & marketing spend; consumer audio usage; and consumer spend on audio content and tech. The new Forecast is differentiated from other recent industry research in that it includes exclusive data and confidential insights provided by leading audio media companies; radio station and network groups; digital streaming audio services; podcast producers; audio advertising agencies; and media investment firms.

AM/FM will remain the primary way consumers access audio through 2023, far outweighing consumer time spent with Spotify and Pandora

Audio Advertising: Podcast and Hispanic Are Surging

  • AM/FM will remain the primary way consumers access audio through 2023, far outweighing consumer time spent with Spotify and Pandora;
  • Content is king, as listenership will rise in audio segments that provide new, more engaging content, such as multicultural-focused programming on AM/FM stations, the emergence of new podcasting genres and riveting Q&A interviews on social media audio;
  • Podcasting has become the sexiest audio media channel, enticing more brands to audio that, previously, had not included this medium in their omnichannel advertising and marketing campaigns;
  • Hispanic audio – both digital and traditional – has emerged as a major force in the overall audio media industry, as Hispanic OTA advertising is pacing up 16.6% in 2021, while Hispanic streaming audio ad spend is expected to grow 14.8% this year, and Hispanic podcast advertising is projected to surge 38.5%, according to PQ Media.

“Growth in the burgeoning Hispanic audio media market is being driven by several key factors, including this demographic’s increased share of the total US population, which is now 19%, indicating growth of 22% from 2010-2020 to 62 million. In addition, the number of radio stations programming Hispanic-focused content during the past decade grew 20% to approximately 1,200 stations nationwide,” Quinn said.

How are media holding agencies’ plans for Increased minority media buys panning out so far? We asked several key players on the brand, media agency, and publisher side about how they see brand advertisers supporting media properties targeting minorities and how the plans toward increased investment by major media holdings have been working so far. Views from Jason Riveiro, Larissa Acosta, Gonzalo del Fa, Ivan Adaime and Federico Grinberg.

After the murder of George Floyd and the rise of the Black Lives Matter movement, a demand consumers have for 2022 and beyond, is that brands support media properties that target diverse and underserved audiences. Members of the brand marketing community agree: “Inclusivity in messaging should be substantial and authentic, but also should include investment in media targeting underserved communities”,  says Jason Riveiro, VP Global Service, Realogy.

Larissa Acosta, until recently Segments Team Leader, Integrated Marketing, at Wells Fargo noted that “the change that I would like to see for 2021 and beyond is to move away from total market strategies that try to find places of commonalities and a move towards diverse segment lead strategies that are intentional and focused on the most authentic and relevant messages to build brand affinity and product usage with diverse segments as the designed target.”

 “Effective Marketing is about people and relationships. The more we focus on the consumer, their needs, their wants, the greater are our opportunities to impact business outcomes. In key categories including financial services, diverse consumers represent the engine of growth. Multicultural audiences represent 3.2 trillion in spending power. Smart marketers who really understand the business opportunity will seek ways to lead with diverse insights,” Acosta concluded.

Smart marketers who really understand the business opportunity will seek ways to lead with diverse insights.

The demographic rationale for marketing toward the Hispanic and African American population, and for minority media buys,  was strengthened even more with the recent publication of the 2020 Census Results. “The U.S. population is much more multiracial and much more racially and ethnically diverse than what we have measured in the past,” said Nicholas Jones, a Census Bureau official. In States like California, Hispanics became the largest racial or ethnic group, growing from 37.6% to 39.4% from 2010 to 2020, while the share of white people dropped from 40.1% to 34.7%.

Major media buying agencies have announced comprehensive initiatives to increase advertising expense in media owned and targeted to the African American and Hispanic population. GroupM made a 2% pledge, calling on its clients to invest at least that amount of their annual media spend in diverse and Black-owned media. The program includes a 2+% Pledge and “Diverse Voices Accelerator” positive impact fund that begins with an initial focus on Black-owned media.  This pledge invites GroupM clients to invest at least two percent (2%) of their total annual media budgets in Black-owned media. Invitations and planning are active now, with activation projected in the next 12 months.  In 2020, Black-owned media companies saw less than 2% of total ad spend, despite Black consumers representing 13% of the population, 

IPG’s Mediabrands recently pledged to spend a minimum of 5% on Black-owned media across its client portfolio by 2023 and held its first upfront for Black-owned and targeted media companies in March.  The goal is to help lift spending on Black-focused media, which last year was less than 2% of the total, according to Nielsen Ad Intel data cited by IPG. Black consumers make up at least 13% of the population, but available impressions for Black-owned media are equal to 3% of the total impressions available among all media types, according to data compiled by sister agency Magna.

While Dentsu hasn’t made a specific pledge to increase minority media buys, it has established a division to consult with and support minority-owned media businesses and “establish client benchmarks to reach diverse media audiences,” a company announcement said. Dentsu also announced that it will limit payment terms for minority-owned media to 30 days, a move that was more than welcomed by players in the multicultural media industry.
Dentsu said that it was inspired to shift from the industry-standard payment terms of 60 and up to 120 days by General Motors, which was the first to offer updated payment terms earlier this year.

Curated Marketplaces

Minority Media Buys
Gonzalo del Fa, president, GroupM Multicultural

Havas Media, Publicis and GroupM each launched curated media marketplaces representing black, Hispanic, LGBTQ+ and other minority-owned publishers, as well as publishers that create content specifically for underrepresented communities. Havas Media’s social equity private marketplace represents roughly 250 publishers with minority and LGBTQ+ owners, including Blavity, MadameNoire and Black Enterprise. Moen and Michelin have signed on as inaugural spenders.
Clients can access GroupM’s marketplace both programmatically and directly. It includes 300 publishers that are Black- and Hispanic-owned or focused, such as Essence, Oprah Magazine and Atlanta Black Star. GroupM declined to name clients using the marketplace.

GroupM’s Gonzalo del Fa, President GroupM Multicultural, tells Portada that one of the difficulties of knowing where the ratio between Hispanic-owned media digital media impressions and overall U.S. digital impressions lies is that there is no official data of many minority-owned media properties. The recent publication by the ANA, Nielsen and The Media Framework of a comprehensive and validated diverse-owned media list in the industry may help in this regard.

One of the difficulties of knowing where the ratio between Hispanic-owned media digital media impressions and overall U.S. digital impressions lies is that there is no official data of many minority-owned media properties.

Regarding how GroupM’s commitment to increase ad expenditure in minority-owned (Black and Hispanic) media has panned out so far, del Fa says that it is too early to say as GroupM is currently undertaking its first analysis of the initiative.

Minority Media Buys: Doing the Talk but not the Walk (For Now)

Ivan Adaime-ImpreMedia
Ivan Adaime, CEO, Impremedia

What do Hispanic and African American media owners say? Are monies really being invested in minority media? Asked about whether he sees an increased investment coming from media buying agencies or their curated marketplaces,  Ivan Adaime, CEO of Spanish-language publisher Impremedia, answers with two unequivocal “no’s”.
Earlier this year, ImpreMedia issued an open letter to advertisers and media agencies calling to an end of the discrimination in advertising towards U.S. Hispanic and ethnic media.
“We are not seeing a significant increase in expenditure towards Hispanic from top media agencies. We are seeing some direct advertisers increasing their expenditure towards Hispanics,” says 
Federico Grinberg, EVP of Playmaker, the owner of Hispanic targeted soccer fans sites Futbolsites.com.

We are not seeing a significant increase in expenditure towards Hispanic from top media agencies. We are seeing some direct advertisers increasing their expenditure towards Hispanics.
Federico Grinberg, EVP, Playmaker

Asked about whether he is getting more business from curated marketplaces Grinberg notes that there is “no significant shift.” He adds that he expects to “see an impact for Q4, and for 2022 with the FIFA World Cup.”

Looking at data provided by Statista which puts U.S. digital advertising spending at US $130 billion in 2020 and Hispanic digital advertising spending at US $ 1.5 billion, we arrive at a percentage of Hispanic spend vs. overall expenditures of 1.15%. Quite a low ratio, to say the least….

Aprende Institute, an EdTech platform for the Spanish-speaking population, just closed an investment round of US $22 million. Portada talked to Martin Claure, CEO of Aprende Institute, about the Ed Tech company’s growth plans and the opportunities he sees in the high-growth U.S. Hispanic market.

Small business owners, so-called solopreneurs, are a key foundation of the U.S economy. This is, even more, the case for the U.S. Hispanic market, which over-indexes for entrepreneurship. Based on the U.S. Hispanic market growth potential, investors just closed an investment round of US $22 million in Aprende Institute, a vocational training platform focused on professional development and economic advancement for the Spanish-speaking population.

Aprende Institute has enrolled more than 70,000 students in the last two years by providing a high-quality, flexible and affordable solution to learn high-demand vocational skills in Entrepreneurship, Beauty and Fashion, Gastronomy, Trades, and Wellness. Martin Claure, CEO of Aprende Institute, tells Portada that Aprende Institute learning programs provide practical 3 to 9 months programs that are developed for individuals who have a passion or interest and want to monetize it. “It’s all about economic advancement and personal growth in order to empower them to become an entrepreneur,” Claure asserts. These solopreneurs or future solopreneurs need hard and soft skills including knowledge about understanding costs, set price levels, use social media to build a customer base or management expertise.

According to Claure, the new funding will enable Aprende Institute to attract top-tier talent across all areas, further improve educational offerings and expand services to businesses and institutions to boost growth.  “We are developing courses in marketing, sales, negotiation, finance, and other value-added services specifically designed for our student body to acquire the business and soft skills needed to run successful ventures,” Claure explains.

A Community College Online Experience

Aprende Institute’s classes are 100% online. “We produce the content and provide our students on-demand access to experts. Experts moderate conversations and there are also assessments across the curriculum where students are asked to do certain tasks. In addition, there are 2,000 live classes per month. According to Claure, these live classes foster a sense of community and peer-to-peer learning.

Aprende Institute
Martin Claure, CEO of Aprende Institute

The price of classes ranges from US $30 to US $100 per month. Aprende Institute so far has enrolled 70,000 students, with 30,000 students currently studying. “In 2022 we want to enroll 150,000 students,” Claure says. The funding will allow Aprende Institute to continue growing in the U.S. Hispanic Market, its largest market.
Aprende Institute was launched in Mexico, and also has a substantial amount of students in Colombia, but between 70% and 80% of its students are in the U.S.
To gain even more U.S. Hispanic students, Aprende Institute has partnered with Univision, who is also an investor in the new round of investment. Univision will make its product offering more widely accessible to the U.S. Hispanic community. “We will be building a learning channel with Univision, Claure notes. We will be advertising our products in their different platforms and we will be providing our experts for Univision to use in its programming.”

“Spanish-dominant Hispanics are the largest and most underserved demographic in the tech space. There are approximately 43 million Spanish-first consumers in the U.S.” All classes and content are in Spanish, although Claure notes that he is planning to partner with an English -language content provider at some point to teach English to existing students.

Spanish-dominant Hispanics are the largest and most underserved demographic in the tech space. There are approximately 30 million Spanish-first consumers in the U.S.

Aprende Institute’s Marketing

Up until recently, Aprende Institute’s Marketing has revolved around performance marketing, mostly through the use of Facebook, Youtube, and Google. Now with the Univision partnership, Claure hopes to gain more brand recognition through offline marketing including the activation of TV spots. A key element of his marketing going forward, Claure asserts, is to build partnerships with companies that have small businesses as a key audience target.
As an example, Claure cites a partnership with industrial tools and household hardware manufacturer Stanley Black & Decker. Aprende Institute will be building a training and advancement platform for Stanley Black & Decker’s ecosystem. The platform will include instructors and coaching. “Training is a tremendously powerful tool for companies to position their brands and increase loyalty among different participants in their value chains. It’s also a highly effective tool for organizations and institutions that promote social responsibility programs aimed at improving employability and entrepreneurial skills,” Claure notes.

Investors in Aprende Institute

The US $ 22 million investment round was led by Valor Capital Group and included the participation of previous investor Reach Capital. Also participating in the round were strategic and financial investors such as ECMC Group, Univision, Angel  Ventures, Capria, Endeavor Catalyst, Artisan Venture Capital, Matterscale, Salkantay Ventures, 500 Startups, The Yard Ventures, Claure Group, and a select group of angel investors. The new financing brings the total raised by Aprende to date to US $27 million. “At Valor, we believe in the transformative potential of education. We have already invested in companies that have drastically changed not only markets but people’s lives through more inclusive education,” says Antoine Colaço, Managing Partner of Valor Capital Group. “Aprende Institute caught our attention for being a social business that, through technology, helps a wide number of people find their true vocation and reach for better opportunities,” he adds.







LA OPINIÓN Newspaper, from Los Angeles, was recognized with the Gold Award as Outstanding Hispanic Daily in the United States, the highest achievement of the José Martí Awards given by the National Association of Hispanic Publications (NAHP) during their annual convention. La Opinión received another Gold Award as Outstanding Publication Website. It was also awarded Best Newspaper Design.

La Opinión is published by Impremedia, the leading Hispanic News and Information company. EL DIARIO (New York) and LA RAZA (Chicago), also published by Impremedia, were awarded 11 and 12 medals respectively. La Raza was recognized as the Best Spanish Language Weekly in the country.

La Opinión Newspaper
Iván Adaime, CEO of Impremedia

“We are very pleased with these awards that clearly show that Impremedia is the number one creator of Spanish-language content in the United States. These awards also showcase the passion and dedication of our Editorial teams across our Digital and Print platforms,” stated Iván Adaime, CEO of Impremedia.

In addition to the three top awards mentioned above, La Opinión received 5 more medals -two Gold Awards and three Silvers- dominating the Editorial Writing field in the categories of Outstanding International Political Article (“El mundo indígena a merced del coronavirus”, by Gardenia Mendoza), Outstanding Local Business Article (“En honor a las mujeres detenidas”, by Araceli Martínez Ortega), Outstanding Immigration Article (“Entre Tonatico y Waukegan: el golpe binacional del coronavirus”, by Gardenia Mendoza), Outstanding Entertainment Article (“Danny Trejo: ‘Sigo trabajando para salir del infierno’”, by Rafael Cores) and Outstanding Publication Masthead.

El Diario was recognized with the Silver Award as Outstanding Hispanic Daily, only behind La Opinión. This is the main category of the José Martí Awards, which last year went to El Diario itself. It also won the Bronze Award as Outstanding Publication Website.

La Opinión NewspaperThe oldest Spanish-language newspapers in the country also won the Gold Award as Outstanding Auto Section, Silver Award as Outstanding Community Photo (“Abuelita boricua celebra sus 100 años con fiesta en Harlem”, by Edwin Martínez), and Bronze Awards as Outstanding Design, Outstanding Immigration Article (“5 claves sobre prohibición migratoria de Trump por el coronavirus”, by Jesús García), Outstanding Photo (“Protesta en Brooklyn por la muerte de George Floyd termina en violencia”, by Rafael Cores), Outstanding Food Section (“Creatividad ecuatoriana en forma de pizza”, by Liseth Pérez Almelda), Outstanding Lifestyle Section, Outstanding National Political Article (“Si votamos, contamos; si no, nos fregamos”, by Jesús García), Outstanding International Political Article (“En qué consiste la diputación migrante para la Ciudad de México”, by Jesús García),

La Raza, Impremedia’s weekly publication based in Chicago, won an impressive 6 Gold Awards. Apart from being recognized as the best Spanish-Language Weekly in the country, it won Outstanding Hispanic Success Story (“Reinventarse para vencer al covid-19: pequeños empresarios hispanos de Chicago se adaptan para sortear la crisis”, by Belhú Sanabria), Outstanding Community Service Article (“Pobreza y mujer latina: un duro ciclo en Chicago”, by Marcela P. Cartagena), Outstanding Cultural Article (“El muralismo en Chicago: paredes que hablan”, by Antonio Zavala), Outstanding Entertainment Article (“Arte y cultura contra la pandemia”, by Irene Tostado), Outstanding Multiple Article Series (“Apoyan a ambulantes de Chicago afectados por la crisis del Covid-19”, by Belhú Sanabria).

La Raza also won three Silver Awards: Outstanding Local Business Article (“Menú contra la pandemia: la lucha de los restaurantes latinos de Chicago”, by Belhú Sanabria), Outstanding Health Article (“Salud mental, el gran reto”, by Belhú Sanabria and Jesús Del Toro) and Outstanding Multiple Article Series (“Inician esfuerzos de divulgación del Censo 2020 entre inmigrantes”, by Belhú Sanabria). It also received three Bronzes: Outstanding Business Section, Outstanding Special Section, and Outstanding Immigration Article (“Lightfoot y la ciudad santuario”, by Belhú Sanabria and Jesús Del Toro).

Get our e-letters packed with news and intelligence!