Victor Paredes of Collage Group: “Great Campaigns Don’t Target Culture—They Emerge From It”

As brands seek to better understand and connect with the fast-growing Hispanic audience in the United States, strategic clarity and cultural fluency have become more critical than ever. For Victor Paredes, Vice President of Cultural Strategy at Collage and Chair at the HMC Strategic Excellence Awards, the difference between effective campaigns and truly impactful ones lies in how deeply they engage with culture—not as a trend, but as a foundation.

Paredes points to the HMC Strategic Excellence Awards as a key force in raising the bar across the industry. More than recognition, he sees them as a driver of meaningful progress in how brands approach Hispanic audiences.

“The awards celebrate the craft of developing insights-based solutions that drive cultural fluency in the Hispanic market and have positive halo effects in the market at large,” he explains. “They push for ingenuity in driving relevance and brand love, offering the industry a benchmark to win with this imperative sector of the U.S. economy.”

In today’s multicultural marketing landscape, Paredes argues that surface-level engagement is no longer enough. What distinguishes award-winning campaigns is their ability to reflect real, lived experiences.

“Ideas that draw from culture, connect with the specific needs and values of consumers, and build enduring memories are what consumers demand—and what wins,” he says.

Campaigns that resonate most deeply are those that capture the complexity of modern American life. By embracing the richness and diversity of consumers’ identities, brands can move beyond generic messaging and create meaningful differentiation.

“Ideas that reflect the rich and complex lives of modern Americans drive both differentiation and growth,” he adds.

A New Era of Cultural Innovation
Looking ahead, Paredes sees immense opportunity for brands willing to innovate strategically within the cultural fabric of the U.S. Hispanic market.

“Brands have a powerful opportunity to unleash innovation from the rich cultural fabric in the U.S.,” he says. “The intersections of identity, language, community, and heritage all generate opportunities for innovation.”

This perspective signals a shift from targeting demographics to understanding multidimensional identities—an approach that allows brands to create more authentic and lasting connections.

The World Cup Opportunity
With the 2026 FIFA World Cup set to take place across the United States, Mexico, and Canada, Paredes believes brands are facing a rare moment to engage Hispanic audiences at both a local and global scale.

Drawing on Collage’s data, he outlines several key opportunities for marketers:

– Center Everyday Fans
Soccer is not just a sport—it’s a social ritual. Fans gather in homes, parking lots, and community spaces, creating shared experiences rooted in familiarity. Brands that reflect how fandom shows up in everyday life can build stronger relevance.

-Prioritize Access Over Extravagance
Economic pressures are reshaping consumer behavior. Today, impact doesn’t come from scale or spectacle, but from reducing friction and making it easier for fans to participate.

-Honor the Stay-at-Home Fan
For many, the World Cup will be experienced from home. These familiar environments shape how people connect, celebrate, and engage with the event—offering brands new ways to integrate into everyday moments.

-Lead With the Unscripted
Audiences are increasingly drawn to content that feels real and human. During the World Cup, authenticity will come from co-creating with fans rather than controlling the narrative.

-Culture at the Core
Ultimately, Paredes’ message is clear: brands that succeed in today’s landscape will be those that place culture at the center of their strategy—not as an afterthought, but as a starting point.

In an industry often driven by scale and speed, his approach is a reminder that the most powerful ideas are those rooted in genuine human connection.