Hispanic Marketing Council
The Hispanic Marketing Council is a U.S. nonprofit trade association founded in 1996 that serves Hispanic-focused advertising agencies, media companies, research firms, and brands through annual memberships, the annual Hispanic Market Guide research publication, webinars, and the flagship Annual Summit.
- Company typePrivate
- Founded1996
- HeadquartersFairfax, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Hispanic Marketing Council does
The Hispanic Marketing Council (HMC) is a nonprofit trade organization founded in 1996 (originally as the Association of Hispanic Advertising Agencies) and headquartered at a P.O. Box in Merrifield, Virginia. It serves as the only national trade association for marketing, communications, and media firms with Hispanic expertise, with members drawn from advertising agencies, PR firms, strategic consultants, media companies (TV, radio, internet, print), research firms, production companies, and faculty/students. HMC monetizes through annual corporate membership subscriptions (quote-based), non-member job postings at $100 per 30-day posting on the HMC Job Center, event registration at the Annual Summit, webinar access, and sponsorships from media partners including TelevisaUnivision, NBCUniversal Telemundo, and Spanish Broadcasting System. The free Hispanic Market Guide is distributed as a top-of-funnel asset, with premium research, the member directory, and exclusive content gated behind membership.
HMC's product portfolio bundles research publications (the annual Hispanic Market Guide synthesized from Kantar, Nielsen, Circulo Creativo, ThinkNow, and Collage Group data), educational content (a members-only webinar series), a flagship event (the Annual Summit), a weekly e-newsletter (HMC SmartBrief), a member portal and vetted firm directory, and four award programs (Marketer of the Year, Strategic Excellence Awards, Hall of Fame, and the inaugural Strategic Excellence Student Awards). The organization runs no proprietary technology platform beyond a standard member website and portal. Operationally, HMC is lean — only an Executive Director (Horacio Gavilán) and a Program Manager (Fulvia Lee) are named in available sources, with a Board of Directors drawn from member agencies and media partners providing governance.
The go-to-market is event-driven and membership-based: the Annual Summit, webinar series, and awards cycle drive member acquisition and renewal, while earned media coverage in AdAge, Forbes, and MediaPost (amplified by the #StopLatinoCoating advocacy campaign) drives top-of-funnel awareness. The customer base spans enterprise marketers (named award recipients include The Home Depot, Kellogg's, Molson Coors, US Bank, and Match Group's Chispa), Hispanic-specialist agencies, and major Spanish-language media owners. The organization does not disclose revenue, has no venture capital or private equity backing, and is independently operated as a 501(c)-style association.
Hispanic Marketing Council firmographics
Firmographics- Name
- Hispanic Marketing Council
- Legal name
- Hispanic Marketing Council
- Website
- https://hispanicmarketingcouncil.org
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Hispanic Marketing Council is a U.S. nonprofit trade association founded in 1996 that serves Hispanic-focused advertising agencies, media companies, research firms, and brands through annual memberships, the annual Hispanic Market Guide research publication, webinars, and the flagship Annual Summit.
- Ownership category
- akta.pro rank
Hispanic Marketing Council industry classification
Industry- Product category
- Marketing Industry Trade Association
- NAICS
- Business Associations (813910), Convention and Trade Show Organizers (56192), Professional Organizations (81392)
- SIC
- Services-Membership Organizations (8600), Services-Advertising (7310)
- akta.pro primary industry
- Association & Society Conference Management (Nonprofit, Professional Bodies) (THAHACAA)
- akta.pro secondary industries
- Multicultural & Diversity Marketing Creative Agencies (MPAAAAAK), Exhibitions, Trade Shows & Booth Management (HSACADAH), Professional & Certification Expos Organizers (THAHABAD)
Keywords
Where Hispanic Marketing Council is headquartered
LocationHeadquarters
- HQ city
- Fairfax
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Hispanic Marketing Council business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Corporate Membership Fees: Annual corporate membership fees for marketing firms, agencies, media companies, research companies, and production companies. Membership categories include Marketing & Communications Firms, Media/Research/Other, and Faculty/Student.
- Job Center Postings: Fee-based job posting service: free unlimited postings for HMC members, $100 per posting for 30 days for non-members.
- Event and Webinar Access: Revenue from event registrations, webinar access, and annual summit attendance with member discounts.
- Market Research Publications: Free Hispanic Market Guide distributed, with some premium research and presentations available exclusively to members.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Corporate membership for marketing firms including advertising agencies, PR, strategic consultants, event companies, media buying companies, and creative & media boutiques |
| Subscription | Annual | Corporate membership for media companies, TV, Radio, Internet, Print, research companies, and production companies |
| Subscription | Annual | Individual membership for faculty and students at institutions of higher learning related to Hispanic history, culture, marketing and/or advertising |
| Transaction based/ take rate | Pay-as-you-go | Job posting fee for non-members |
| Freemium | Annual | 2026 Hispanic Market Guide - comprehensive resource on US Hispanic market |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
Hispanic Marketing Council product offering
Product offeringCore offering
The Hispanic Marketing Council is a national nonprofit trade association that provides the Hispanic marketing industry with research, education, networking, and recognition services. Its core sellable offerings include the Hispanic Market Guide annual research publication, the Hispanic Marketing Summit, a webinar series, an online Job Center, the Adelante Awards program, and tiered membership subscriptions for individuals, corporations, faculty/students, and lifetime members.
Product overview
The Hispanic Marketing Council (HMC) operates as a membership-based trade organization offering a portfolio of research publications, educational content, career services, events, and award programs focused on Hispanic marketing. The core offering is the Hispanic Market Guide, supplemented by the HMC Webinar Series for ongoing education, the Annual Summit as the flagship conference event, and the HMC Job Center for talent matching. The organization also runs several award programs including Strategic Excellence Awards, Marketer of the Year, Hall of Fame, and Student Awards. Members gain access to a directory of vetted Hispanic marketing firms and an exclusive member portal through which they access research, news, and partner resources. The HMC SmartBrief provides weekly industry news delivery. These offerings are bundled through corporate membership tiers with benefits including free unlimited job postings, webinar access, research insights, and event discounts.
Differentiator
Problem solved
Functional benefit
Products and services
- Hispanic Market Guide
Companies that use Hispanic Marketing Council
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Hispanic Marketing Council technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Hispanic Marketing Council partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- KantarcoreResearch partner providing diversity and inclusion advertising research using neuroscience techniques. Kantar's research is featured in the annual Hispanic Market Guide and summit programming.
- NielsencoreResearch partner providing Hispanic diverse intelligence series data. Nielsen's Hispanic DIS report provides media consumption and viewership insights featured in HMC publications and webinars.
- Circulo Creativo USAcoreCreative analysis partner providing insights on advertising creativity. Partnership for the annual Hispanic Market Guide creative analysis section.
- ThinkNowcoreResearch partner providing custom studies on Hispanic consumers. Featured in HMC webinars on topics including immigration raids impact, World Cup engagement, and financial investing behaviors.
- Collage GroupcoreResearch partner providing cultural insights studies. Frequent webinar collaborator on Hispanic consumer behavior, brand cultural fluency, and Gen Z/Gen Alpha insights.
- Asian American Advertising Federation (3AF)minorPartnership for joint webinar on Asian American media habits, demonstrating HMC's broader multicultural market expertise and collaborative approach.
- Radio Advertising BureauminorPartner providing special section on radio in the Hispanic Market Guide, covering media consumption trends.
- TelevisaUnivisioncoreMajor media partner and sponsor of HMC Annual Summit. Featured in summit programming and content partnerships.
- NBCUniversal TelemundocoreMedia partner and summit sponsor. Featured in streaming economy and World Cup content.
- Spanish Broadcasting SystemminorMedia partner with Albert Rodriguez, President & COO, serving on HMC Board of Directors.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Hispanic Marketing Council competitors and assessment
Company assessmentBroad incumbents
- ANA (Association of National Advertisers): Trade association representing the marketer side of the advertising industry. Comparable in events, awards, and research offerings but oriented toward client-side advertisers rather than specialist multicultural agencies.
- Public Relations Society of America (PRSA): Professional association for the PR industry with membership, chapters, awards, and continuing education. Shares HMC's professional membership society structure but spans the full PR profession rather than multicultural marketing.
- IAB (Interactive Advertising Bureau): Trade body for digital advertising, providing research, standards, and industry events. Comparable organizational shape (membership, research, events) but focused on the digital channel rather than multicultural audiences.
- Ad Council: Nonprofit that produces public service advertising campaigns. Comparable in nonprofit trade-style positioning, awards recognition, and convening brands/agencies around socially oriented marketing — overlapping with HMC's advocacy work.
- 4A's (American Association of Advertising Agencies): Largest U.S. trade association for advertising agencies. Operates a much broader agency mandate than HMC, but shares the membership trade-association model, events, and industry advocacy role.
Others
- ThinkNow: Research and insights firm specializing in Hispanic and multicultural consumers. Also a current HMC research partner; competes for the same insight budget that HMC member agencies and brands allocate.
- Collage Group: Research firm providing cultural intelligence on diverse consumer segments including Hispanics. Already an HMC research partner; comparable as a competitor in selling Hispanic consumer insights to brands and agencies.
Emerging players
- Latinum Network: Community and platform focused on Latino marketing and media professionals. Smaller and more digitally oriented than HMC, but addresses the same Hispanic marketing community with networking and content.
- Advertising Week: Event and content platform running major advertising conferences and awards. Comparable as a competitor for agency/brand attention and sponsorship dollars around marquee industry events.
Direct peers
- Asian American Advertising Federation (3AF): National trade organization serving agencies and brands focused on Asian American multicultural marketing. Closely analogous to HMC in mission, structure, and audience, including joint webinars already co-produced with HMC.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Hispanic Marketing Council social profiles
Digital presenceHispanic Marketing Council financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hispanic Marketing Council leadership team
Management profileNumber of profiles
Profiles2 records
Hispanic Marketing Council funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hispanic Marketing Council M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hispanic Marketing Council
What does Hispanic Marketing Council do?
The Hispanic Marketing Council is a national nonprofit trade association that provides the Hispanic marketing industry with research, education, networking, and recognition services. Its core sellable offerings include the Hispanic Market Guide annual research publication, the Hispanic Marketing Summit, a webinar series, an online Job Center, the Adelante Awards program, and tiered membership subscriptions for individuals, corporations, faculty/students, and lifetime members.
Is Hispanic Marketing Council a public or private company?
Hispanic Marketing Council is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Hispanic Marketing Council founded?
Hispanic Marketing Council was founded in 1996. It employs 1 to 10 people.
Where is Hispanic Marketing Council based?
Hispanic Marketing Council is headquartered in Fairfax, United States, in the North America region.
How does Hispanic Marketing Council make money?
Four revenue lines are on record. Corporate Membership Fees are the primary driver. The others are job Center Postings, event and Webinar Access and market Research Publications.
Who are Hispanic Marketing Council's main competitors?
Broad incumbents on record are ANA (Association of National Advertisers), Public Relations Society of America (PRSA), IAB (Interactive Advertising Bureau), Ad Council and 4A's (American Association of Advertising Agencies). Others are ThinkNow and Collage Group. Emerging players are Latinum Network and Advertising Week. Asian American Advertising Federation (3AF) is listed as a direct peer.
Does Hispanic Marketing Council have an API?
No public API is recorded for Hispanic Marketing Council.
What industry is Hispanic Marketing Council in?
Hispanic Marketing Council's product category is Marketing Industry Trade Association. Its primary akta.pro industry code is THAHACAA, Association & Society Conference Management (Nonprofit, Professional Bodies), with a secondary code of MPAAAAAK, Multicultural & Diversity Marketing Creative Agencies. Its NAICS code is 813910 and its SIC code is 8600.