As a Latino American, I've been inherently curious about how corporate American advertising has elected to throw lure into the increasingly more important pond of Hispanic consumers. We've seen agency after agency fumble around in effort to balance being creative while being culturally sensitive and relevant. The work takes a level of skill and the right creative chemistry and diversity. I've made no secret of my adoration of the surprisingly few Hispanic advertising agencies that have managed to pull it off.
I have made it a personal hobby to keep tabs on the movers and shakers in the industry. In 2016, analysts predicted a 14%-17% rise in ad spending, however, many US companies have begun diverting dollars away from targeting Latino consumers for fear of offending Donald Trump's base according to Linda Lane Gonzalez, chairman of the Association of Hispanic Advertising Agencies. Last year around this time, I shared my personal rankings but given how much has changed for Latinos in America following the volatile election last Fall, I thought it would be interesting to see the contrast. Again, in honor of TV Upfront season, in no particular order, my top five Hispanic Advertising Agencies to watch.