Roy Kokoyachuk of ThinkNow: “Brands That Support Hispanic Consumers Now Will Earn Lasting Loyalty”

The Hispanic market in the United States continues to stand out as one of the most dynamic and diverse consumer segments for brands. In this context, the HMC Strategic Excellence Awards have become an important platform for recognizing campaigns that set the benchmark for strategic marketing aimed at Hispanic audiences.

For Roy Eduardo Kokoyachuk, co-founder and principal of ThinkNow, and a jury member of the HMC Strategic Excellence Awards, the initiative plays a key role in elevating industry standards by highlighting campaigns that successfully connect with this multifaceted audience.

“The Hispanic market is special,” Kokoyachuk says. “It consists of U.S.-born and foreign-born individuals from more than 20 countries. This variety of lived experiences makes it culturally and economically vibrant.”

From his perspective as a judge, the awards also offer an opportunity for the industry to learn from the strategies that truly resonate with Hispanic consumers and deliver measurable impact.

Within today’s increasingly multicultural marketing landscape, Kokoyachuk believes the difference between a good campaign and an award-worthy one lies in its ability to balance authenticity with business performance.

“Award-winning campaigns do two things well,” he explains. “They connect authentically with their target audience and, more importantly, serve the brand’s business objectives. Great work without business results is art. Hard selling without connection can damage a brand.”

Looking ahead, Kokoyachuk sees new opportunities for brands to strengthen their relationships with Hispanic consumers, particularly during moments of social or political uncertainty.

“The current climate in the U.S. has created an opportunity for brands to demonstrate their commitment to Latino consumers,” he says. “Brands that show Hispanic consumers they are valued during challenging times are likely to earn lasting loyalty.”

Another major moment for brands seeking to connect with Hispanic audiences will be the 2026 FIFA World Cup, which will take place across the United States, Mexico, and Canada.

Kokoyachuk notes that Hispanic consumers often organize viewing gatherings when their favorite teams are playing, creating spikes in the purchase of soft drinks, snacks, alcoholic beverages, and team merchandise. They are also more likely to use takeout and food delivery services during the games.

“Brands that recognize and cater to these habits during the tournament have an opportunity to build goodwill and long-term brand loyalty,” he says.