To kick-off the member spotlight interview's for 2026, we're delighted to shine a light on our friends and Latino Culture experts at Hispanic Group! Keep reading to discover what sets them apart, how they achieved success for UnitedHealthCare with culturally relevant targeting, why indie agencies should partner with them and more.

Describe your agency? How do you support your clients?

Hispanic Group is an award-winning, minority-owned advertising agency based in Miami, specializing in U.S. Hispanic marketing. With 23 years of experience, we help brands connect with Latino audiences through culturally authentic strategies, data-driven media planning, and full-service execution across national and local markets.

What sets us apart is our deep cultural expertise—our 100% Latino team lives the culture and media behaviors we recommend—paired with advanced audience insight tools such as our proprietary ULTRAsegmentation framework, which delivers ZIP code-level cultural and behavioral insights across U.S. DMAs. We support our clients as an agile strategic partner: we integrate strategy, media planning and buying, optimization, reporting, and ongoing performance improvement to drive measurable results across the full conversion funnel.

What is one of your favourite projects and why? 

One of our favourite recent projects was executing UnitedHealthcare's ACA Open Enrollment 2025 media campaign. UnitedHealthcare is one of the largest healthcare companies in the United States and part of UnitedHealth Group, a Fortune 5 organization serving tens of millions of members nationwide. The campaign was implemented across 9 local markets, using 8 media types and over 40 media vehicles to optimize performance across the full funnel.

What made this project especially meaningful was the combination of purpose and performance—helping Hispanic communities access health coverage while achieving strong business outcomes. Through weekly reporting, ongoing optimization, and BOFU event adjustments, the campaign delivered approximately a 30% improvement in cost-per-policy performance vs. the 2024 campaign. 

What made this project especially meaningful was the combination of purpose and performance—helping Hispanic communities access health coverage while achieving measurable business outcomes. One of the top-performing tactics in the media mix was Affiliate Marketing, which delivered a Cost per Policy (CPP) approximately 80% more efficient than the campaign average. This approach leveraged a network of 10,000+ Hispanic affiliates and performance-based KPIs (such as cost per call and conversion rate), reinforcing how culturally relevant targeting and optimization can drive stronger enrollment efficiency.

Why should independent agencies should contact you?

Independent agencies should contact Hispanic Group because we offer a unique combination of cultural expertise, agility, and measurable performance impact for brands targeting U.S. Hispanic audiences.

Top reasons to partner with us:

• Deep U.S. Hispanic specialization: We're focused on Latino audiences across all levels of acculturation, with unmatched cultural fluency. 
• Advanced segmentation & targeting: Our ULTRAsegmentation framework provides ZIP code-level insights and supports precision planning across national and local markets.
• Performance-driven media execution: Full-funnel strategy, buying, optimization, and reporting designed to improve ROAS and efficiency. 
• Agile and collaborative model: Our size is our strength—we move fast, adapt quickly, and provide highly personalized support with transparency. 
• Global perspective through Tribe Global: As part of Tribe Global, we bring partners a worldwide independent agency network and a competitive advantage in multicultural growth.

Tell us a fun fact about your agency!

A fun fact about Hispanic Group is that our team is 100% Latino—so we truly "live" the culture and media habits we recommend. We often say that our best insights don't only come from dashboards, but from real life—family conversations, community trends, music, sports, and the everyday cultural details that shape consumer behavior.

Because of that, our creative and strategy sessions can feel like a mix of marketing planning and cultural storytelling—where we connect data with lived experience to create work that feels authentic, current, and high-performing.

Find out more about Hispanic Group .