Mindshare And Espolòn Tequila Launch Private Marketplace To Elevate LatinX And Hispanic Voices
24 de noviembre de 2021

The LatinX and Hispanic community is one of the fastest growing groups in the U.S. They make up nearly 20% of the population1 and their buying power grew to $1.9 trillion in 2020.2 Yet this community receives only 6% of the ad industry's spending3 and is significantly underrepresented in news media.

Mindshare, the global media agency network that's part of WPP, is launching a LatinX private marketplace (known as a PMP) to drive media investment dollars towards Hispanic and LatinX journalism, artists, and creators across the U.S. It is the third in a series of Inclusion PMPs that the agency has created to support underrepresented communities in journalism, following earlier PMPs dedicated to the LGBTQ and Black communities. Espolòn Tequila is the launch brand for the LatinX PMP, using its advertising and media plans to support LatinX journalism and content.

"Espolòn Tequila is not only produced in Mexico, but the brand and the product is, at its heart, a tribute to Mexican history and culture," says Bernadette Knight, Senior Category Marketing Director for Espolòn Tequila. "We're always seeking out ways to support content and voices that are aligned to the brand's heritage and values. But more than that, it's important to lift up the voices of the Hispanic and LatinX community, not just during Hispanic Heritage Month, but year-round. We're excited to be a launch partner for this PMP, and for the continued success we've had with the other Inclusion PMPs as well."

The LatinX PMP is launching with 20 publishers across the U.S., spanning English and Spanish-speaking content. It's focused on an inclusivity of voices across all generations of the Hispanic and LatinX community, spanning different countries, languages, and cultures.

"The Hispanic and LatinX population is so varied and diverse, but at our core, we share the same values across family and community," said Carolina Mendez, Senior Associate, Paid Social, Mindshare, who is leading the launch of the LatinX PMP with a team in the U.S. "As a Latina member of the media industry, I felt a personal and social responsibility to help keep our community's journalist voices alive, working closely with a cross-discipline team of colleagues at Mindshare. Together, we're proud to drive Good Growth for both our clients and the industry at large with offerings like the LatinX PMP."