Mundial Media, the AI-first advertising platform for Latino audiences, and Conexión, a Latino-owned and led public affairs, creative and political consulting agency, today announced a strategic partnership focused on helping political campaigns, advocacy organizations, corporations, and institutions more effectively understand, reach, and engage Latino audiences across the United States.
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The partnership will operate through Mundial Media’s political division, which supports electoral campaigns, civic engagement organizations, issue-based advertisers and nonprofits. The division runs alongside Mundial Media’s core commercial advertising business, which serves brand advertisers across categories.
Conexión brings expertise in political strategy, communications, creative development and stakeholder engagement. Mundial Media adds media capabilities, audience intelligence, research products and its proprietary Cadmus AI technology, built to understand culture through machine learning rather than cookies or device identifiers.
Together, the companies will provide clients with a fully integrated, privacy-conscious approach to Latino targeting and engagement, connecting political, creative and cultural intelligence with research, strategy, messaging, media, and activation.
A Partnership Built For The Future of Latino Engagement
The joining of these two firms comes at a critical time in our democracy. More than 36 million Hispanic Americans are eligible to vote in the 2026 midterms, an increase of roughly 4 million since the last midterm cycle.
“Latinos are quickly becoming the most consequential cultural group in American politics, business and culture, yet too much of the industry still relies on old-school, broad demographic assumptions and static segmentation,” said Adrian Saenz, Co-Founder of Conexión. “This partnership pairs Conexión’s strategic experience and cultural expertise with Mundial Media’s real-time cultural intelligence, so we can see what’s changing, understand why it matters, and turn those findings into winning strategies.”
The partnership is grounded in a shared view that traditional approaches to Latino engagement have not kept pace with the audience’s complexity.
Latinos in the United States represent a diverse set of communities shaped by geography, generation, national origin, language preference, cultural interests, and political priorities. Understanding those distinctions, rather than treating Latinos as a single demographic segment, has become increasingly important for organizations seeking to build meaningful and lasting engagement.
“For too long, Latino engagement has been built around episodic research and static audience assumptions that are often outdated by the time organizations act on them,” said Tony Gonzalez, CEO and Co-Founder of Mundial Media. “Cadmus AI fundamentally changes that model by creating a continuous intelligence layer across the content, issues and cultural conversations shaping Latino audiences in real time. Together with Conexión, we can establish a baseline of sentiment, translate those insights into communications and creative strategy, activate against them, and then measure how perception and engagement evolve over time. The result is a closed-loop model that connects intelligence, strategy, activation and measurement giving organizations a far more dynamic and accountable way to engage Latino communities.”
Leading With Cutting Edge Custom Research Programs
The partnership creates the opportunity to develop custom research programs around specific strategic questions, including how Latino audiences perceive a brand or organization, which issues are gaining or losing importance, how messages resonate across different communities, how sentiment differs by market, and what cultural conversations may create opportunities or risks.
Mundial Media’s Sentiment Report, powered by Cadmus AI, gives organizations the ability to conduct research across the digital environments where audiences are actively consuming content. Rather than relying solely on traditional surveys or panels, the research can analyze contextual signals, sentiment, topics, and cultural conversations at scale.
That capability can be applied across both commercial and public-affairs use cases, including brand perception, message testing, issue sentiment, competitive benchmarking, cultural relevance, policy topics, and emerging audience concerns.
Working together, Mundial Media and Conexión can use that research to inform the communications strategy before campaigns are activated, evaluate how narratives and sentiment change during an engagement, and measure shifts over time.
The result is a connected model that moves from research and intelligence to strategy, to activation, and to measurement.
Mundial Media’s Cadmus AI analyzes billions of signals from digital publishers and creators to identify the topics, conversations, sentiment, and cultural moments that capture audience attention. Those signals can be evaluated across different audiences, markets, issues, and time periods, allowing clients to develop a more current understanding of the environment in which their communications operate.
Political campaigns, advocacy organizations, and corporations have historically increased their focus on Latino audiences around elections, major policy debates, or marketing moments. Mundial Media and Conexión believe organizations that build lasting relevance with Latino communities will be those that listen, research, learn, and engage consistently over time.
Mundial Media and Conexión will collaborate on select political, advocacy, public affairs, and corporate engagements while continuing to operate as independent companies.
The strategic partnership will allow each organization to extend the capabilities available to its clients while preserving the expertise and independence that distinguish both firms.
For more information, please visit www.mundialmedia.com.
About Mundial Media
Mundial Media is an AI-powered advertising platform built to understand culture through machine learning, not cookies or IDs. Its proprietary engine, Cadmus AI, analyzes millions of pages daily to classify real-time cultural context and surface brand-safe, high-quality moments across all sports, entertainment, lifestyle, and emerging multicultural trends. With billions of signals powering dynamic contextual segments, Mundial Media delivers privacy-safe accuracy, stronger engagement, and high-quality scale across premium publishers, helping brands reach audiences at the right cultural moment.
About Conexión
Conexión is a first-of-its-kind 100% Latino-owned and led family of political and public affairs companies. With a focus on strategically connecting clients to target audiences, Conexión specializes in navigating the increasingly dynamic political, business and government landscape through creative media, strategic communications and tailored stakeholder engagement.
From electing groundbreaking political candidates to advocating for and implementing historic legislative accomplishments to navigating some of the nation’s most complex issues, the Conexión team has helped leaders, political organizations, labor unions, nonprofits and corporations launch campaigns and effectively navigate challenges.
Conexión team members led the Latino paid media advertising campaign for both the 2020 and 2024 presidential elections and the agency has been recognized by industry peers receiving Best New Agency, Best Spanish Ad, and Ad of the Year awards in recent years.
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