How top agencies are celebrating Hispanic Heritage Month 2024

Running from September 15 to October 15, Hispanic Heritage Month is a time for celebration, reflection and, for brands, a chance to engage with America’s Hispanic community in authentic, meaningful ways.

This vibrant community represents a staggering $3.6tn economy, as outlined in Interbrand’s latest report, prompting companies to dive deep into honoring the rich tapestry of Latinx heritage while embracing the community’s modern identities.

Yet, despite this vast opportunity, 40% of Latinos feel brands don’t make an effort to connect with them, according to L’attitude’s latest study. Furthermore, 64% actively seek out brands that acknowledge their culture, and 69% say bilingual ads make them feel seen and represented. Yet, only 4% of marketing budgets are currently dedicated to Latino-targeted efforts.

“The opportunity to connect with the US Latino cohort is massive,” Andrea Trujillo, chief marketing officer of L’attitude, tells The Drum. “Brands that engage with this powerful cohort will position themselves as leaders in the business market, driving economic growth for both their own businesses and the US economy, while fostering lifelong consumer relationships.”

We asked top creative agencies, including Edelman, Ogilvy, BBDO and more, to share how they are fostering authentic connections with this dynamic community this year. From salsa lessons to leadership initiatives, here’s what they have in store.

Golin

Brenda Herrera DeLeon, vice-president of social impact + inclusion, Golin: “At Golin, we celebrate the Hispanic community year-round through the ongoing efforts of our Latino ERG. During Hispanic Heritage Month, we join our allies to honor the community through a series of social content that spotlights Golin’s ‘Orgullos Hispanos’ as well as historical figures. Additionally, our marketing team helps promote local Hispanic-owned businesses, Latino authors, and artist. This year, we hosted a virtual block-party titled ‘El Ritmo Latino,’ where we moderated a conversation with Mexican American Hollywood producer, comedian and award-winning author, Jesus Trejo. Jesus shared his Latino experience and discussed how he uses comedy and humor to navigate life’s challenges and joys. Comedy not only serves as a coping mechanism but is also a key value that fosters resilience within our community. Not only do we foster inclusivity internally, we also push our clients to authentically engage the diverse Latine consumer through bilingual campaigns and culturally relevant initiatives including Verizon's recent Textspañol, a first-of-its kind resource of Spanish textspeak, and Text-to-Sign campaign.”

Edelman

Edelman’s Inclusive US Steering Committee: “At Edelman, we are proud to celebrate Hispanic Heritage Month, embracing The Hispanic Star’s theme of ‘With Latinos, Everything is Possible.’ This month serves as a powerful reminder of how the diverse voices within the Hispanic and Latino/a/e/x communities drive progress and create limitless possibilities, inspiring us all to uplift one another as colleagues, clients and community members.

“Our Hispanic and Latino/a/e/x Employee Network Group, Inclusivo, has organized a vibrant array of activities that showcase the spirit, innovation, and cultural richness of the community. Some activities colleagues can enjoy include a salsa dancing class, a cooking demonstration featuring traditional family recipes, and a painting class focused on iconic works by Frida Kahlo. Additionally, we’ve launched our inaugural Hispanic Heritage Month playlist to celebrate the rich diversity of our culture.

“Inclusivo is also hosting an open-door conversation on ‘What does it mean to be Hispanic/Latino/a/e/x enough?’ This gathering will provide a welcoming space for our Edelman community to explore themes of identity, belonging, and the varied experiences within our community, encouraging reflection on how our individual narratives enrich and deepen our collective understanding of what it truly means to belong to the Hispanic/Latino/a/e/x community – this month and beyond.”

MullenLowe

Maria Ossa Arango, senior art director & co-lead of Juntos, MullenLowe: “This Hispanic Heritage Month, Juntos at MullenLowe is celebrating by supporting Latine businesses, sharing Latine media, and fostering a more inclusive workplace by bringing cultura into the agency. We’re also focused on strengthening our internal community and empowering our members. By celebrating each other year-round, we’re building a more vibrant and supportive environment. I’m proud to be a part of this amazing Employee Resource Group (ERG) and excited for what lies ahead.”

R/GA

April Quinn, president, Americas, R/GA: “As a Mexican-American, I am proud to see our ongoing celebration of Hispanic Heritage Month both nationally and here at R/GA. Our commitment to attracting and retaining the best, most diverse talent drives our selection of initiatives and partnerships. Specifically, for the Latino/Hispanic community, we engage with the 4A’s Vanguard Latinx Program, which aims to empower Latino talent through leadership coaching, mentorship, and community support. We sponsor several of our Latino employees to participate in this program, enabling them to share insights on how we can enhance support for all Latino colleagues.

“Additionally, we are involved in broader diversity initiatives such as the 4A’s MAIP program, One Creator Lab, D&AD Shift, and AdColor. These programs are crucial in empowering Latino talent at every level and opening up new avenues for leadership development and growth.”

Ogilvy

Bukky Ojeifo, global director, brand innovation & strategic inclusion, Ogilvy: “Ogilvy’s Hispanic Heritage Month theme for this year is ‘Different, Together,’ which celebrates the rich diversity of cultural, racial, and linguistic nuances within the Latiné/Hispanic community. We were intentional in curating a dynamic lineup of in-person and hybrid events that could showcase the incredible talents of Latiné storytellers and performers – including a panel discussion on Representing Latinidad in Culture and Media, featuring journalist Janel Martinez, author Sulma Arzu-Brown, and Broadway star Ana Villafañe, and continuing throughout the month with salsa lessons, lunches from a Latinx-owned business, and a happy hour takeover featuring paletas from La New yorkina and picadas from El Castillo de Jagua. Developing this program was a joint effort of Ogilvy’s global DE&I team and our La Comunidad community, anchored in our strategic approach of Borderless Creativity meeting Fearless Inclusion – an approach designed to engage diverse perspectives, thoughts, and experiences with the fearless intention of ensuring all voices are heard and included. Through every cultural designation such as Hispanic Heritage Month, we hope our programming is a testament to the power of bringing diverse stories to the forefront, fostering connection, and celebrating what makes us uniquely ‘Different, Together.’”

BBDO

Daniela Gonzalez, director of strategy, BBDO Atlanta: “As a Colombian who has lived and worked as a brand strategist in the US for the past 10 years, I know firsthand how essential it’s for brands to deeply understand and celebrate the cultural nuances within the Latinx/Hispanic community. I admire brands that take time to truly recognize what makes us unique. When work connects with us on that level – making us feel seen and valued – it not only resonates but can also shed new light on our culture in exciting and unexpected ways.

“One campaign that exemplifies this is the QuickBooks campaign from Alma BBDO. It tapped into a profound cultural truth: in Spanish, we often end words with ‘ito’ to describe things that are close to our hearts, such as the small businesses owned by many in the Hispanic community. The brand brilliantly flipped this by shifting ‘ito’ to ‘ote’ to convey the idea that they can help small business owners dream bigger and grow their businesses. I love this work because it stems from a simple yet powerful cultural truth widely understood across Hispanic culture. Its playful, optimistic tone breaks through traditional work and offers something fresh and impactful for this audience.”

VML

Tasha Gilroy, global chief belonging officer, VML: “VML Somos Employee Resource Group (ERG) put together a full month of programming, examples include: a Salsa Class, ‘Our Stories Our Voices’ – exploring the power of Latino storytelling, and a Bachata class. The theme is Presencia – which means the act of being present, embodies the essence of making yourself known and embracing your goals with confidence and pride. It is a celebration of showing up as your authentic self, advocating for your space, and uplifting others to embrace our shared heritage.

“Rooted in our cultures (yes, plural!), Presencia reflects the spirit of “si se puede” (you can do it!) by living in the present with purpose, embracing every opportunity, and striving towards dreams and resilience. It calls for bringing your best self to every moment, knowing that your voice and presence matter in work and in life.’’

“It can be difficult to embrace parts of our identity in professional settings, but Presencia is about ensuring that Latine culture is recognized and honored, not just during Hispanic-Latine Heritage Month but throughout the year.”

FCB

Andrés Ordóñez, global chief creative officer, FCB: “Hispanic Heritage Month is more than just a celebration. It’s an opportunity to create space for meaningful conversations and to share our rich culture and heritage. I’m incredibly proud to be the first Latino global CCO at FCB and I take the responsibility to amplify Latin creativity on a global stage very seriously.

“This month, FCB New York has embraced the Latin spirit with their “That Thursday Thing” meetings, featuring fireside chats sponsored by their ERG, Vida. Meanwhile, FCB Chicago’s Hispanic ERG, Sabor, has transformed the office coffee bar into a bodega, showcasing drinks and treats from the different countries represented by our team. And there’s even a salsa class at FCB New York because what better way to share our culture than through music and dance?

“But above all, this month is about recognizing that we are capable. Great ideas transcend culture. They have the power to resonate from Latin America to the rest of the world, breaking barriers and making an impact. This is our moment to show that our creativity knows no limits, and I’m honored to be part of that story.

“Un abrazo fuerte para todos.”

Stagwell

Ted Celaya, vice-president of human resources, Constellation Network – Experiential Division, Team: “Stagwell’s Team is excited to celebrate Hispanic Heritage Month with two dynamic events that honor the unique cultures and spirit of the Hispanic community. Our first event is a live virtual cooking class with chef and Premium Rums ambassador Eddie Zamora. He’ll share his twist on traditional Latin appetizers, showcasing the delicious culinary traditions that connect us across the Americas. Additionally, we’ll have an optional rum cocktail pairing demo to keep things interactive and festive!

“The celebration continues with an in-person cultural gathering at Café La Trova, right in the heart of Miami’s Little Havana, a neighborhood known for its Hispanic heritage. This gathering will bring everyone together to enjoy Latin-inspired appetizers, craft cocktails, and music that captures the lively energy of Latin America and the Caribbean. This gathering is all about coming together to celebrate our shared values of resilience, community, and cultural pride.

“These events celebrate the diverse traditions of the Hispanic community and reflect our commitment to inclusion, unity, and shared appreciation across all communities within Team.”

SKDK

Mariel Sáez, executive vice-president & executive sponsor of the Somos Employee Resource Group, SKDK: “At SKDK, a Stagwell agency, the Somos Employee Resource Group proudly celebrates Hispanic Heritage Month. While we recognize the contributions of the Latino community year-round, we use this month as a special opportunity to elevate Latino leaders, support Latino-owned businesses in DC and NY and showcase the incredible Latino talent at the firm – both in staff meetings and firm gatherings as well as externally through digital campaigns. I am proud to lead our Somos ERG and to be a part of a firm that values and celebrates the rich diversity and heritage of the Hispanic and Latino communities.”

The Community

Luis Montero, chief executive officer, The Community: “For us at the community, whether it’s the Super Bowl, Copa America, the Olympics, the holiday season or anything in between, every month is Hispanic Heritage Month. So we’ll definitely celebrate in fun ways as an agency, but most importantly, this moment is about helping our client’s brands engage with Latino culture in meaningful ways. Not only through more authentic, intentional efforts but through a more culturally inclusive, Latino-forward approach to the new mainstream. One example is Walmart, where we’re celebrating artists and designers shaping culture through the recently launched Nuevolution Project. The Nuevolution Project merges fashion with purpose, all while making designer pieces accessible to everyday consumers.”