I love seeing clients use Collage Group to educate brands on how to market to Hi
By Mikeblack · February 21, 2026 · Curated by George's Blog
I love seeing clients use Collage Group to educate brands on how to market to Hispanic consumers more authentically. đź©·
And iHeartMedia is certainly leading the way.
The big ah for me from Tony Coles' article is this:
Traditionally, brands think that the way to resonate with Hispanic audiences is to run ads in Spanish.
But if the ad creative lacks CULTURAL SUBSTANCE to hit the right emotional chords, then you're wasting breath and creating more harm, than good.
This gets back to a fundamental misunderstanding of what "culture" really means.
Culture is not a demographic. It's not a language.
Rather, culture is "the common beliefs, values and behaviors of a group."
A good culturally-informed #marketer is a lot like an anthropologist, uncovering the deep-seated passion points, motivators and values of a group to bring it to life in a way that feels relevant & creates memories.
The Bad Bunny halftime show is a perfect example of this. Beyond the Spanish, there was a story that really hit home with so many, and that story transcended one demographic. It was felt by many.
You just need the right data sources and tools to unlock this anthropological understanding at scale, because you can't possibly understand all the nuances and complexities by doing 1:1 field interviews.
I encourage all brand marketers to read Tony's article, which includes some great research and stats from Collage: 👇
https://lnkd.in/efh9ui6X