This month, I had the opportunity to attend the Association of National Advertisers' Multicultural Conference and participate in the launch of the "We Are Gen Z Report." It was an interesting intersection of where cultural marketing is today and where I think it's going in the future.

Scale (or multi-brand) retail programs have been around for a long time. This is not new news. However, when it comes to Hispanic scale programs, the dynamics tend to be a little different.

Each year, I look forward to analyzing the Hispanic Fact Pack to see how our industry continues to grow and evolve. For this post, I pulled out 10 stats you can use to convince your boss to invest in Hispanic marketing.

It has been interesting to follow the conversation this year regarding the application of Total Market strategies and how they relate to the future of Hispanic ad agencies. While predictions and solutions differ, one thing is clear: Total Market is here to stay.