HPRA Announces Finalists for 2025 ¡BRAVO! Awards Highlighting Latino Marketing Excellence
TL;DR
The HPRA ¡BRAVO! Awards recognize top agencies like Chemistry Cultura and H+M Communications, offering industry prestige and competitive advantage in multicultural marketing.
Finalists were selected through a rigorous scoring system evaluating 12 criteria across three judges per submission, with Agency of the Year assessed by 17 judges collectively.
These awards celebrate Latino storytelling that drives economic contribution and social equity, honoring work that amplifies diverse voices for a more inclusive future.
The awards feature innovative campaigns like McDonald's Grandma McFlurry and Neutrogena's SPF cafecito habit, blending culture with creativity in public relations.
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The Hispanic Public Relations Association (HPRA) has announced the complete list of finalists for the 2025 ¡BRAVO! Awards, highlighting the growing importance of Latino-focused marketing and communications in today's business landscape. This year's program received over 40 submissions from agencies, brands, and nonprofit organizations nationwide, with finalists including 21 campaigns across 12 diverse categories.
HPRA President Sonia V. Diaz emphasized the significance of this work, stating that Latino storytelling is essential not only to the economy but to the nation's future. At a time when Latinos represent the largest contributors to consumer spending, entrepreneurship, and the labor force, these awards honor work that reflects the community's power, creativity, and impact. The recognition comes as businesses increasingly acknowledge the substantial purchasing power and cultural influence of the Latino demographic.
The finalist campaigns showcase innovative approaches to reaching Latino audiences across various sectors. Notable campaigns include McDonald's collaboration with BODEN Agency titled McDonald's x BODEN Agency: Uniting Abuela and Gen Z Through the Grandma McFlurry, which bridges generational gaps through cultural connections. Neutrogena's partnership with CCOMGROUP INC. resulted in the Ultimate Flag Football Mini Camp x Neutrogena campaign, demonstrating how brands can engage Latino communities through sports and wellness initiatives.
Other significant finalists include Chemistry Cultura's work with LiS: Latinos in Sports™, connecting leagues, teams and brands with the powerful Hispanic fanbase, and d expósito & Partners' campaign for Tajin USA called My Way to Tajin It! – The Tajinization of America, which successfully mainstreamed a traditional Latino product. The diversity of categories—from Digital or Media Platform PR Program to Social Equity and Sports—reflects the comprehensive nature of Latino engagement in modern marketing.
The awards program will also feature HPRA's inaugural leadership summit, a half-day event open to the public focused on cultural and industry trends. Winners will be announced at the 2025 ¡BRAVO! Awards Gala on November 13, 2025, at The Drake Hotel in Chicago. In addition to campaign recognition, the event will honor Pioneer of the Year Karina Martinez, co-founder of DRAFTED, and DEI Champion of the Year Adrianne C. Smith, founder of Cannes Can: Diversity Collective.
The rigorous selection process involved campaigns conducted between January 1, 2024, and March 31, 2025, with finalists selected from submissions ranking in the top 75th percentile. Each submission was scored on a 1-5 scale across twelve evaluation pillars, including goals and objectives, strategy, resources, budget efficiency, originality/creativity, and outcomes. A diverse judging panel representing brand, agency, media, industry, and academia ensured that finalists were evaluated according to criteria of innovation, impact, and overall excellence.
Curated from Noticias Newswire
