The Hispanic Marketing Council (HMC) announced the winners of the 2025 HMC Strategic Excellence Awards Powered by Collage Group at its annual summit in New York City. BeautifulBeast was awarded Grand Prix for the Amor with no B.S. campaign promoting Match Group’s Chispa app. The campaign also earned them two Golds in Creative Ingenuity and Shopper and Experiential Marketing.
“The competition was fierce this year,” said Victor Paredes, chair of the HMC Strategic Excellence Awards Committee and executive director of cultural strategy at the Collage Group. “Cultural competency, nuanced insights, ingenuity, and creativity are all needed to generate growth and build brand loyalty. If you’re searching for best-in-class case studies, look no further than these HMC Strategic Excellence Award-winners. We look forward to testing these campaigns for the final Fluen.ci Award Powered by Collage, which measures the impact of cultural resonance on purchase intent and brand favorability.”
A total of nine Gold, eight Silver and seven Bronze awards were given to 16 US-based agencies representing 24 campaigns in eight categories. In addition to BeautifulBeast, alma, CCOM Group, Gallegos United, Lopez Negrete Communications, Relevant+, Inc., and Zubi Advertising also took home Gold awards with Ogilvy winning a Gold and Best in Show.
2025 Strategic Excellence Award Winners:
GRAND PRIX:
• BeautifulBeast for Amor with no BS a campaign promoting Match Group’s Chispa app.
BEST IN SHOW:
• Ogilvy for IKEA’s Whatever you call it, IKEA has it campaign.
Best Hispanic Cultural Insight
• GOLD: Ogilvy for IKEA’s Whatever you call it, IKEA has it campaign.
• SILVER: CULTURE+ for Kellanova/Pringles’ Pringles salva la Ñ campaign.
• SILVER: alma for Memorial Sloan Kettering Cancer Center’s Late campaign.
• BRONZE: Zubi Advertising for Ford Motor Company’s MVP Mom campaign.
• BRONZE: Lopez Negrete Communications for H-E-B Supermarkets’ Es Para Mi Y H-E-B Lo Sabe campaign.
Shopper and/or Experiential Impact
• GOLD: BeautifulBeast for Amor with no BS a campaign promoting Match Group’s Chispa app.
• SILVER: NBCUniversal for Walmart’s The Nuevolution Project.
• SILVER: Ogilvy for IKEA’s Whatever you call it, IKEA has it campaign.
Creative Ingenuity
• GOLD: BeautifulBeast for Amor with no BS a campaign promoting Match Group’s Chispa app.
Mainstream Impact
• GOLD: Gallegos United for its California Milk Processor Board/got milk? Real Is Back campaign
• SILVER: Dieste, Inc. for AT&T’s Fans Soccer Club Campaign campaign.
• SILVER: d exposito & Partners for Café Santo Domingo’s Common Ground campaign.
Media Connections & Content Strategy Impact
• GOLD: Relevant+, Inc for its work on Ally Financial’s Digital Banking campaign, A Savings Bucket To Honor You.
• GOLD: Zubi Advertising for Ford Motor Company’s MVP Mom campaign.
• BRONZE: Ally Financial for its Ally, siempre tu aliado campaign.
Content Creator & Consumer Engagement Strategy
• GOLD: CCOM Group, Inc. for its work with Neutrogena Invisible Daily Defense Face Serum SPF 60 & Neutrogena Ultra Sheer Face Serum SPF 60 for Neutrogena x Café Versailles: Making SPF application as habitual as Latinos’ daily cafecito campaign.
• SILVER: CCOM Group, Inc. for Southeast Toyota Distributors LLC’s hybrid models campaign, As hybrid as you are.
• BRONZE: Zubi Advertising for Lincoln Motor Company’s Aviation launch.
• BRONZE: BBQ Agency for its Texas Open Fire Meat-Up: Where Argentines’ legendary bragging influenced the influencers campaign for IPCVA – Argentine Beef Promotion Institute
Impactful Multicultural Research
• GOLD: Lopez Negrete Communications for Houston Endowment’s Multicultural Naturalization Campaign, You’ve come this far.
• BRONZE: d exposito & Partners for Point32Health’s Tufts Health Plan – Direct.
Pro Bono
• GOLD: alma for Memorial Sloan Kettering Cancer Center’s Late campaign.
• SILVER: Orci Advertising for the It Gets Better campaign.
• BRONZE: Casanova // McCann for its Da el siguiente paso (Take the next step) campaign for Brady United’s End Family Fire initiative.
