Laura Martinez of NGLmitú: “Hispanic Audiences Are Shaping Mainstream Culture”

As the U.S. Hispanic market continues to expand in both influence and complexity, the role of strategic rigor in marketing has never been more critical. For Laura Martinez, Director of Account Management at NGLmitú and a jury member for the HMC Strategic Excellence Awards 2026, platforms that spotlight strategy—not just creativity—are essential to moving the industry forward.

Martinez believes the awards serve as a benchmark for what effective strategy should look like in the U.S. Hispanic market. By evaluating work through insight, execution, and measurable impact, they push brands and agencies to go beyond surface-level cultural relevance. “It raises the bar from simply creating culturally relevant work to building strategies that are both culturally grounded and results-driven,” she explains.

Beyond recognition, the awards foster visibility across the industry, allowing marketers to learn from diverse approaches to similar challenges. This exchange of ideas, she notes, contributes to a more sophisticated collective understanding of what truly works. At the same time, it reinforces the importance of investing meaningfully in Hispanic audiences—ensuring they receive the same level of strategic attention as any other segment.

In today’s competitive and multicultural landscape, Martinez is clear about what separates a good campaign from an award-worthy one: impact. While strong creative remains abundant, she emphasizes that creativity alone is no longer enough. What matters is whether a campaign drives measurable results—shifting perception, influencing behavior, or prompting action. “It’s not about whether something looked good or the team felt proud of it,” she says. “It’s about whether it actually moved the needle.”

Equally important is the composition of the team behind the work. Authenticity, she argues, comes from deep cultural understanding—whether that exists within the team or is intentionally brought in through the right collaborators. The most powerful campaigns also transcend the boundaries of multicultural marketing, shaping mainstream culture rather than existing within a niche. Increasingly, brands are recognizing that Hispanic audiences are not a segment apart, but a driving force in defining broader cultural trends.

Looking ahead, Martinez sees a significant opportunity in how brands engage with younger U.S. Hispanic audiences. Gen Z and millennials, she notes, are highly aware, vocal, and deeply connected to the issues shaping their communities. For brands, this represents a chance to build deeper relationships by embracing—not avoiding—these perspectives. “They expect brands to show up with a point of view,” she says, pointing to the importance of authenticity and cultural fluency in building trust.

At NGLmitú, this approach is already in practice. Staying close to audiences on the ground and engaging across topics such as politics, fashion, and culture allows the company to remain relevant in real time—mirroring the expectations of a generation that is both outspoken and influential.

The upcoming 2026 FIFA World Cup presents another major opportunity for brands to connect with Hispanic audiences at scale. For Martinez, the event represents a convergence of culture, identity, and community, where in-person experiences will play a defining role. From local watch parties to city-wide celebrations, the sense of fandom and shared identity will be impossible to ignore.

At a broader level, the World Cup will act as a global stage for Hispanic culture, blending sports, music, fashion, and entertainment. Brands that succeed, she suggests, will be those that understand how to operate at this intersection rather than treating each element in isolation.

Still, Martinez hopes the moment serves as more than just a short-term opportunity. Instead, she sees it as a potential turning point for how brands approach Hispanic audiences altogether. The scale and engagement on display, she argues, should reinforce a simple but often overlooked truth: this is not an audience to engage only during key cultural moments, but one that demands consistent, year-round investment.