Thursday, April 23
8:30 a.m. to 5:30 p.m. 

HMC Chair Jose Villa, President/Chief Strategy Officer for Sensis, will deliver the opening remarks with Court Stroud, Clinical Assistant Professor of Integrated Marketing at New York University, serving as our host and emcee for the 2026 HMC Annual Summit.

Latino consumers aren’t just part of the auto market — they’re driving it. Representing roughly a quarter of U.S. vehicle sales and 68% of industry growth, this segment is reshaping the category’s future. Rachael Zaluzec, CMO & SVP, Customer Experience & Brand Marketing, of Volkswagen of America, reveals how VW is moving beyond translation to put Latino culture at the center of its marketing strategy – from creative and media to brand relevance and loyalty. Discover how a culture-first strategy fuels connection, consideration, and measurable business growth.

AI is reshaping how marketers decode behavior, sentiment, and cultural signals across diverse Hispanic audiences. This session explores how advanced language models, social listening tools, and predictive analytics are enabling brands to uncover deeper and more accurate multicultural insights than ever before. Attendees will walk away with a modern toolkit for understanding Hispanic identity, values, and motivations in a world where technology and culture intersect.

This Summit moment honors a brand who didn’t hedge, dilute, or play it safe. The 2026 HMC Marketer of the Year recognition celebrates a marketer who went 100% in on Hispanic marketing—driving growth, cultural relevance, and measurable business results. Find out who will join Pepsi, Molson Coors, Kellogg’s, AARP, Ford, McDonald’s, Nestlé, State Farm, Toyota, Walmart—and last year’s winner, AT&T— as we unveil this year’s honoree and recognize leadership that proves when you commit 100%, growth follows.

This year, the Hispanic Marketing Council makes history with the unveiling of its Hall of Fame. In a powerful Summit moment, we’ll honor two visionaries whose courage, leadership, and belief in Hispanic marketing delivered 100% impact—shaping careers, brands, and an industry that continues to grow stronger because of them. Join us as we celebrate the leaders who paved the way and the legacy they leave behind.

Fresh off one of the most talked-about Super Bowl halftime shows in history, Marissa Solis, SVP Global Brand and Consumer Marketing of the NFL, will share the inside story of how the NFL made the call to feature #1 artist Bad Bunny—and what it means for brands navigating cultural authenticity, audience evolution, and the courage to push back against resistance. If you want to understand how to turn cultural moments into marketing momentum, this is the session you can’t miss.

L’Oréal sees Hispanic consumers not just as a growing segment, but as 100% cultural trendsetters shaping the future of beauty. From product innovation that celebrates diverse beauty standards to marketing grounded in authentic cultural intelligence, the brand is going all in on building lasting relationships with Hispanic communities. In this session, Sandra Villarreal, General Manager, Garnier, Thayers and Softsheen Carson USA, for L’Oreal, shares what happens when a brand makes a 100% commitment to culture—and why that commitment delivers beautiful business results.

Drumroll, please! It’s time to reveal the winners of the 2026 HMC Strategic Excellence Awards Powered by Collage Group! We’re celebrating the best agency/client teams with awards that recognize cultural innovation, creative brilliance, and campaigns that truly connect. Join us as we unveil the Gold winners, the coveted Grand Prix, and the highly anticipated fluen.ci awards for top cultural resonance! Don’t miss this chance to cheer on industry trailblazers and soak in the inspiration from campaigns that are redefining marketing excellence!

Moderator: Victor Paredes, Vice President, Cultural Strategy, Collage Group