H&M Communications

The conversations from the HPRA Los Angeles Summit: The New Influence Playbook continue. Thank you to everyone who joined us at Millwick DTLA for an afternoon of thoughtful conversations around how creators, journalists, brands, and platforms are reshaping communications and redefining modern PR. Across four sessions, moderators and speakers explored everything from creator partnerships and audience trust to entrepreneurship, platform evolution, cultural influence, and the future of media. More importantly, the summit brought together marketing and communications professionals, creators, students, entrepreneurs, journalists, strategists, and emerging talent for the kind of real-world, forward-looking conversations our industry needs more of. Presented by the Hispanic PR Association (HPRA) in partnership with H&M Communications, the summit was built to create meaningful dialogue around where communications, culture, media, and creator influence are headed next. Thank you to all of our speakers, moderators, attendees, partners, university collaborators, our supporting partner HispanicPro, the HPRA Board, and the broader HPRA community for helping make this possible. Special thanks as well to Sonia V. Diaz, President of HPRA and Founder of Zaid Communications, for her leadership and partnership in helping bring the summit to life. Special thanks to our moderators: Pamela Zapata, Founder and CEO, Society 18 Ana Valdez, President and CEO, Latino Donor Collaborative Katherine Gunn, Founder, Influenser; Co-Founder, Hispanicize Adriana Geday, Group Director, Retail & Innovation, H+M Communications And to all of our speakers and participants: Louie Castro, Content Creator and Co-Host of Pretty Not Smart Yoatzi Castro, Content Creator and Co-Host of Pretty Not Smart Evegail Andal, Founder & CEO, Matter Media Group Daniela Karrat, VP, Multicultural Marketing & Creative, Universal Pictures Diana V., Talent Manager, Select Management Group Daniela Salazar, Entertainment Producer and Host, mitú Gabriela Ulloa, Journalist, Writer and Host of Irregardless Fernando Hurtado, Creator Journalist, In The Hyphen Iván Emilio, Content Creator and TV Host Jesus Morales, Social Impact Creator and Founder of the Echándole Ganas Foundation Paulina Lopez-Velazquez, Entrepreneur, Restaurateur, and Storyteller Thank you for helping shape the day and the conversations throughout the summit. We’re excited to continue building on this momentum! #HPRALASummit2026 #TheNewInfluencePlaybook #PublicRelations #CreatorEconomy #InfluenceMarketing #Communications #DeliveringTheUnexpected

Scenes from the Hispanic PR Association (HPRA) Los Angeles Summit: The New Influence Playbook.   Thank you again to everyone who helped make the summit such a thoughtful, collaborative, and energizing experience.   It was incredible to see creators, marketers, journalists, strategists, entrepreneurs, students, and communications professionals gathered in one room for conversations around the future of influence and modern PR.   Presented by the Hispanic PR Association (HPRA) in partnership with H&M Communications, the summit was built to create meaningful dialogue around where communications, culture, media, and creator influence are headed next.   We’re grateful to all of our speakers, moderators, partners, university collaborators, attendees, supporting partner HispanicPro, the HPRA Board, and Sonia V. Diaz President of HPRA, for contributing their time, perspective, and energy to the experience.   Featuring: Louie Castro, Content Creator and Co-Host of Pretty Not Smart Yoatzi Castro, Content Creator and Co-Host of Pretty Not Smart Evegail Andal, Founder & CEO, Matter Media Group Daniela Karrat, VP, Multicultural Marketing & Creative, Universal Pictures Diana V., Talent Manager, Select Management Group Daniela Salazar, Entertainment Producer and Host, mitú Gabriela Ulloa, Journalist, Writer and Host of Irregardless Fernando Hurtado, Creator Journalist, In The Hyphen Iván Emilio, Content Creator and TV Host Jesus Morales, Social Impact Creator and Founder of the Echándole Ganas Foundation Paulina Lopez-Velazquez, Entrepreneur, Restaurateur, and Storyteller   More highlights to come!   #HPRALASummit2026 #TheNewInfluencePlaybook #Communications #CreatorEconomy #PublicRelations #DeliveringTheUnexpected

At HPRA LA Summit: The New Influence Playbook, The Brand Playbook session brings together leaders shaping how brands and studios are putting creators at the center of modern campaigns. Featuring: 🔹Daniela Karrat, VP, Multicultural Marketing and Creative, Universal Pictures 🔹Diana Vazquez, Talent Manager, Select Management Group 🔹Daniela Salazar, Entertainment Producer and Host, mitú Moderated by: 🔹Ana Valdez, President and CEO, The Latino Donor Collaborative From evaluating creator partnerships to measuring cultural impact, this session explores how influence is being integrated into broader communications strategies and what that means for the future of PR. Four sessions. Multiple perspectives. Practical insights you can actually use. Proudly supported by HispanicPro. ➡️ Secure your ticket now: https://lnkd.in/eMPNh84U

We are thrilled to highlight our work on the record-breaking launch of Focus Features’ Obsession, which just secured a Top 5 highest-grossing opening weekend for the horror genre in 2026. Opening in 2,615 theaters, the film smashed domestic expectations, bringing in $17.2M on opening weekend, well above tracking estimates. Our campaign strategy leaned heavily into the film's core theme—"be careful what you wish for"—while building up newcomer Inde Navarrette with key Hispanic media to drive cultural resonance. The box office data shows exactly how well that targeted strategy paid off: • Targeted Reach: 32% of the opening weekend audience was Hispanic, proving the impact of our focused media push. • Key Demographics: Roughly 75% of the audience was under 35, with the 25-34 Gen-Z/Millennial crowd making up the largest quadrant. • Incredible Word-of-Mouth: In a rarity for the horror genre, the film dropped only 11% between Saturday and Sunday. Congratulations to our partners at Focus Features and Film Studios team for delivering a campaign that audiences truly obsessed over. Visual credit: Refinery29 Somos (@r29somos)

At HPRA LA Summit: The New Influence Playbook, the session From Niche to Network highlights creators and entrepreneurs turning community into real growth. Featuring: 🔹Bricia Lopez, Chef, Entrepreneur, and Author 🔹Paulina Lopez Velazquez, Entrepreneur, Restaurateur, and Storyteller 🔹Jesus Morales, Social Impact Creator and Founder of the Echándole Ganas Foundation 🔹Ava Pearl, Content Creator and Founder, Curly Culture and CurlyCon LA Moderated by: 🔹Adriana Geday, Group Director, Retail and Innovation, H+M Communications From building platforms to scaling brands, this session explores how influence translates into business outcomes. Four sessions. Multiple perspectives. Practical insights you can actually use. We are proud to announce HispanicPro as an official supporting partner for the HPRA LA Summit! Secure your ticket now: https://lnkd.in/eMPNh84U

At HPRA LA Summit: The New Influence Playbook, presented by Hispanic PR Association (HPRA) in partnership with H&M Communications, The News Creator Shift session features voices redefining how news is created and consumed.   Featuring: 🔹Gabriela Ulloa, Journalist, Writer, and Host of Irregardless 🔹Fernando Hurtado, Creator Journalist, In The Hyphen 🔹Iván Emilio, Content Creator and TV Host   Moderated by: 🔹Katherine Johnson-Gunn, Principal, Influenser and Co-Founder, Hispanicize   From traditional media to creator platforms, this session explores how journalists are evolving their roles.   Four sessions. Multiple perspectives. Practical insights you can actually use.   ➡️ Secure your ticket now: https://lnkd.in/eMPNh84U

Now announcing a featured conversation at HPRA LA Summit: The New Influence Playbook, presented by the Hispanic PR Association (HPRA) in partnership with H&M Communications. Session 1 — Inside the Influence Machine brings together creators and talent leaders shaping how influence actually works today. Featuring: Louie Castro, Content Creator and Co-Host of Pretty Not Smart Yoatzi Castro, Content Creator and Co-Host of Pretty Not Smart Evegail Andal, Founder and CEO of Matter Media Group Moderated by Pamela Zapata, Founder and CEO of Society 18 From building platforms to structuring partnerships, this session explores how creators are evolving into multi-platform brands. Four sessions. Multiple perspectives. Practical insights you can actually use. Secure your Early Bird ticket before May 10: https://lnkd.in/eMPNh84U

Influence is no longer a layer of communications strategy. It is the strategy. Join the Hispanic PR Association (HPRA) in partnership with H&M Communications on May 27 in Los Angeles for The New Influence Playbook — an in-person experience bringing together creators, strategists, journalists, and brand marketers to explore how PR campaigns are built today. Four sessions. Multiple perspectives. Practical insights you can actually use. From creator partnerships to platform evolution, the program explores how influence is reshaping communications and redefining PR. Speaker announcements coming soon. Secure your Early Bird ticket before May 10: https://lnkd.in/eMtm6F6i

A proud moment for our team earlier this month in New York. Jennifer Becerra, EVP, Partner and Chief Strategy and Creative Officer, and Camila Velayos, Account Executive, were honored at the Ragan Communications and PR Daily Top Women in Communications Awards. Jennifer was recognized in the Agency Leaders category and Camila as a Rising Star, celebrating women who are helping shape the future of the communications industry. We were proud to nominate them and even prouder to see them recognized among such an inspiring group of leaders. Jennifer and Camila represent two important parts of what we value at H+M Communications: experienced leadership guiding our work and emerging talent continuing to raise the bar for our industry. Seeing both recognized in the same year reflects the kind of careers we aim to build and support at our firm. As we celebrate Women’s History Month, we are grateful for the many talented women across our agency whose leadership drives our campaigns, partnerships and culture forward every day. Congratulations again to Jennifer and Camila on this well deserved recognition. #WomenInCommunications #WomenInLeadership #WomensHistoryMonth #HMCommunications #DeliveringTheUnexpected

Today, we're thrilled to recognize our team members who recently celebrated anniversaries with us. Please join us in wishing these outstanding H+M team members a very happy H+M-versary! -Daniella Villegas Jara: 13 years! -Ana Paula Sleeman: 5 years! -Johanna Monroy: 5 years! -Katherine Moore: 5 years! -Mando Compean: 5 years! -Kelly Cobos: 4 years! -Maria Cardona: 4 years! -Cesar Flores: 2 years! -Giselle Ormeno: 2 years! Rachael Hobson: 2 years! (Q4) Anna Villagomez: 1 year! (Q4) Sebastián Escárcega: 1 year!