Strategies for Agencies to Foster Emerging Latin American Talent in the Industry
The Ad Industry Still Fails Latinx Community: A Bleak Picture
The ad world remains a hostile environment for the Latinx community. Stepping into the fray, only 8.9% of ANA members identify as Hispanic, whereas this segment comprises a whopping 23% of the U.S. population, as per ANA's 2021 report on the advertising and marketing industry diversity.
The issue doesn't solely boil down to hiring practices. Agencies constantly grapple with retaining workers of color, frequently witnessing them switching roles at a higher rate than their white counterparts. This struggle primarily stems from companies lacking the necessary skill to support employees of color and establish work cultures that encourage and uplift them.
To foster the emergence of the next generation of Latinx advertising talents, industry leaders advocate for a more proactive approach from agencies.
Worth noting, numerous initiatives are being proposed to boost representation and support for Latinx talents in the advertising sector. Among these proposals, NGLmitú's strategic partnerships with Fuse Media and its Mitúlytics platform have gained attention. These collaborations strive to bolster engagement and growth within the Latinx community by leveraging Fuse Media's AMPLITUDE ad solutions, and NGLmitú's content expertise.
In another significant move, the Hispanic Marketing Council and Collage Group are hosting a webinar on best practices for crafting culturally fluent advertisements. By spotlighting successful campaigns that set the standard for cultural relevance and emotional impact, they intend to share their Ad Cultural Fluency Quotient (A-CFQ) methodology.
The 2025 Cannes Latino US Day also seeks to amplify the influence of the Hispanic advertising community, gathering industry leaders to discuss how data, cultural fluency, and strategic investment can deepen connections with Latino audiences.
Lastly, empowering Latinx creators through accurate and nuanced portrayals in media is gaining traction. Initiatives celebrate the importance of toppling stereotypes and advocating for cultural understanding and support for Latinx talents. These projects educate and inspire, yet remain overlooked in the ad world.
In the push for more representation within the ad industry, there's an increasing emphasis on promoting diversity and inclusion, especially among Latinx talent. This is evident in career opportunities, as successful initiatives like NGLmitú's partnerships and the Hispanic Marketing Council's webinars aim to boost representation and support, thereby fostering the emergence of a new generation of Latinx advertisers. Meanwhile, in the broader business landscape, there's a growing recognition of the importance of finance, not just in funding these initiatives, but also in fostering a lifestyle that effectively retains and uplifts employees of color, contributing to a more inclusive and culturally fluent advertising industry overall.
