Tagliani Multicultural

Why do so many brands still reduce Hispanic consumers to tacos and telenovelas?

In his latest article, our CEO and founder Hernán Tagliani takes on the tunnel vision that keeps brands getting multicultural marketing wrong. He explains why surface-level cultural cues aren't a strategy, and what it takes to earn real trust with the fastest-growing consumer force in America.

If your brand is ready to move beyond stereotypes and treat culture as a true driver of growth, this is a must-read.

https://www.linkedin.com/pulse/tacos-telenovelas-tunnel-vision-why-brands-keep-getting-tagliani-ymmsc/

As Hispanic Heritage Month started, here are some insights to keep in mind:The U.S. Latino economy is now $4.1 trillion.

If it were its own country, it would be the fifth-largest economy on earth — bigger than the UK, bigger than France.

So here's the question I'd put to any CMO: why is it still being managed like a side project?

Latinos are 19.5% of the population but drove more than 30% of America's GDP growth over the last decade. That's not a segment you "reach" with a separate budget and a translated campaign. That's the growth engine of your entire category.

Yet in most organizations, multicultural strategy still lives in a separate deck, with a separate (smaller) budget, reporting to someone three levels below the decisions that actually move the P&L.

That's not a diversity gap. It's a growth strategy gap.

The brands taking market share right now made a specific leadership decision: they stopped treating cultural relevance as a cost of doing business and started treating it as a driver of it.

The number is too big to keep managing it small.

(Source: 2025 U.S. Latino GDP Report, UCLA / Cal Lutheran)

Amazing new piece from our CEO, Hernan Tagliani, in Forbes (Forbes Agency Council). In this article, he breaks down the four quiet ways brands are losing the multicultural growth war — starting with the assumptions no one in the room thinks to question.

https://www.forbes.com/councils/forbesagencycouncil/2026/09/11/4-ways-brands-are-quietly-losing-the-multicultural-growth-war/

We're proud to see our founder and CEO, Hernan Tagliani featured in Forbes alongside fellow Forbes Agency Council members, sharing the unexpected lessons that shape how great leaders lead.

The article explores a powerful idea: some of the most valuable lessons in our careers come from outside the job itself — from other fields, disciplines, and life experiences that quietly reshape how we approach our work.

Hernan's takeaway is one that guides how we operate every day:

"Build your team with leaders and let them execute your vision. As entrepreneurs and business leaders, sometimes we like to be in control of things. I learned that the more control you want, the less control you have."

It's a philosophy rooted in trust — and it's exactly the kind of thinking that drives the work we do for our clients.

Congratulations, Hernan, and thank you to Forbes Agency Council for the platform.

How Life Outside The Agency Can Sharpen Professional Skills Serving in another field or capacity, pursuing a hobby or getting immersed in a new discipline or art can impart unique perspectives that inform one’s approach to work.

Another excellent article from our CEO Hernan Tagliani: "The greatest risk facing brands today is not failing to advertise to multicultural consumers. It is failing to recognize that multicultural consumers are increasingly defining the American marketplace itself."

Half of your market already changed. Your Budget didn't get the memo. The biggest risk in your next fiscal year isn't underinvesting in multicultural consumers. It's building your plan on a market model that no longer reflects today's America.

Great article from our CEO Hernan Tagliani in Forbes Agency Council: "There is a significant difference between being visible to Hispanic consumers and being trusted by them. Visibility comes from a media buy. Trust comes from consistently demonstrating that you understand their values, their household dynamics, their generational nuances and their lived experience." Forbes

​Ignoring Multicultural Consumers Is A Financial Problem For Brands Ignoring multicultural consumers—particularly U.S. Hispanics—is not a neutral business decision. It is a financially irresponsible one.​

Happy 4th of July!

We’re proud to share that our Founder & CEO, Hernan Tagliani, was featured in Forbes Agency Council with a piece every marketing leader needs to read: “Ignoring Multicultural Consumers Isn’t A Values Problem — It’s A Financial One.”

In it, Hernan makes the case that multicultural strategy isn’t a political talking point or a DEI checkbox — it’s the difference between brands that grow and brands that quietly fall behind. With U.S. Hispanics driving nearly 71% of total population growth, the brands treating this as a “nice to have” are making a financially risky bet.

This is exactly the kind of thinking that drives our Cultural Activation™ approach here at Tagliani Multicultural — moving brands beyond surface-level inclusion into strategies that actually perform.

Proud to have a leader who’s not just building an agency, but shaping the conversation around where marketing is headed. Forbes

​Ignoring Multicultural Consumers Is A Financial Problem For Brands Ignoring multicultural consumers—particularly U.S. Hispanics—is not a neutral business decision. It is a financially irresponsible one.​

Here is another incredible article that our CEO, Hernan Tagliani wrote!
"Spanish Audio, Wrong Faces: How Brands Are Blowing Their Hispanic Marketing Strategy" digs into one of the most common — and costly — mistakes brands make when trying to reach Hispanic consumers: treating multicultural marketing as a translation exercise instead of a cultural one. Dubbing an ad into Spanish or swapping in different talent isn't the same as building a strategy rooted in real cultural insight, and that gap is exactly where brands lose trust and market share.
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Spanish Audio. Wrong Faces. No Strategy. How Brands Are Blowing the World Cup Moment. The FIFA World Cup 2026 is being played on American soil for the first time in 32 years. It is the largest sporting event in the world and, for the first time, it is happening in a country where nearly one in five residents is Hispanic.