About

The Culture Marketing Council: The Voice of Hispanic Marketing is the only national trade organization representing the entire Hispanic marketing, communications and media industry. For the past 20 years, as the Association of Hispanic Advertising Agencies and later as AHAA: The Voice of Hispanic Marketing, we have championed the Hispanic market in corporate boardrooms and advocated for increased investment in multicultural marketing strategies – all while ensuring that experts with trusted Hispanic cultural expertise were at the forefront of this discussion. Through our thought leadership initiatives and groundbreaking research, we have helped organizations gain market share, increase revenue and grow profits by reaching and connecting with America’s Hispanic consumers. As such, our association has grown to represent more than 45,000 marketing, research and media executives who have trusted Hispanic expertise. 

 

Our New Brand:

The marketing industry has evolved over the past years, reflecting a new American mainstream fueled by multicultural ethnicities and the dynamic state of the Hispanic consumer. We have evolved too, moving from an organization that was founded to represent Hispanic advertising agencies to a broader coalition representing all marketing disciplines. As the lines of multi-ethnic segments and languages continue to blur, marketers must employ a broader definition of culture that includes language, idiosyncrasies, lifestyle and behaviors. That’s why we have taken the next step to rebrand our organization as the Culture Marketing Council: The Voice of Hispanic Marketing, which embraces the next generation of cultural marketing specialists, that influences not only its members but also a broader “general market” or mainstream America.

Vision:

To elevate the quality and effectiveness of U.S. marketing by harnessing the power of
cultural expertise and impact to drive business results.

In a more complex and fragmented market, segmentation continues to be relevant and critical. Research has shown that culturally-driven strategies targeted to the appropriate segments create more meaningful engagement which leads to increased ROI. Using specialists that have the expertise to leverage cultural insights to ensure campaigns resonate, engage and spur action among multicultural audiences is the gold standard for marketing. In a world where specialists are celebrated in every aspect of our lives, it’s time to reclaim this value to the thousands of marketing professionals with cultural expertise.

 

Objective:

To infuse cultural inspiration and innovation to every marketing campaign in the U.S. via Expertise and Cultural Fluency.


Strategic Directions:

1. Be thought leaders through execution of our vision to elevate the quality, effectiveness and business results of U.S marketing through cultural expertise.

2. Educate the industry on best-in-class strategies such as impactful research, professional training and more.

3. Expand and retain a diverse membership base by enhancing the value of CMC benefits.

4. Be insights driven and fact based; curating, sharing, discussing best practices in our industry to provide the best ROI for our client’s multicultural marketing investments

5. Support the education and development of our industry members