Headturn

We didn't start Headturn Creative to help businesses market to Latinos.
We started it to help Latino businesses become market leaders.

When I started Headturn, I saw Latino-owned businesses making real money, building teams and growing beyond the neighborhood businesses people often pictured when they heard “Latino business.”

But there was a gap.

Traditional agencies understood the general market. Hispanic agencies understood how major brands could reach Latino consumers. Very few were talking to the Latino business owner who was ready to become a bigger company.

I came from both worlds.

I understood the general-market playbook and the Hispanic-market playbook. Headturn was built to bring those two perspectives together and help Latino-led businesses build the brands, marketing and infrastructure they needed to reach their next level.

I saw the opportunity before I saw the data.
Now the numbers are showing just how big that opportunity has become.

Nearly one-third of Latino households in Chicago earn $100K or more, and 16 primarily Latino commercial corridors generated approximately $1.76 billion in taxable sales in 2024.

Source: Latino Neighborhoods Report 2026, UIC Great Cities Institute & Illinois Legislative Latino Caucus Foundation

That's how a lot of Latino marketing works.

Ask a company if they market to Latino audiences and they'll tell you they do. But go looking for it.

Where's the content?
Where are the stories?
Where's the media?
Where's the investment?
Where's the consistency?

A Spanish-language page buried on your website isn't a Latino marketing strategy.
Neither is translating the occasional flyer. If the people you're trying to reach rarely see you speaking to them, you're not really reaching them.

At Headturn, Latino marketing isn't something we turn on for Hispanic Heritage Month.

We build it into the strategy.

Because being able to market to Latino audiences and actually doing it are two very different things.

Hispanic Heritage Month is coming.
And with it comes the annual scramble to figure out how to “market to Hispanics.”

Here's the thing:
Hispanic isn't an aesthetic.
Mexican isn't interchangeable with Hispanic.
Spanish isn't a strategy.
And culture isn't something you sprinkle onto a campaign in September.

There are different countries, generations, languages, identities, experiences and communities behind the word “Hispanic.” Reaching them takes more than changing the graphics.

At Headturn, we think about this stuff year-round. Because Hispanic Heritage Month lasts 30 days. Your Hispanic audience is here for the other 335.

Headturn is on site! 🎥

We’re spending the day at GSDC’s Southwest Economic Summit, capturing the people, conversations, and connections moving Chicago’s Southwest Side forward.

More to come 👀