In an industry where everyone’s fighting for eyeballs, using press outlets to make an outsized cultural impact is something everyone wants but few actually get.
Luz Corona, Editor of Campaign US, gives us an insider’s look at what it actually takes to break through. From how to navigate the walled garden of earned media to the granular nuances that separate a good media pitch from one she drags to trash, she’s sharing the kind of perspective you usually only get from top-tier PR consultants.
Plus, Luz pulls back the curtain on what it takes to win Campaign US Agency of the Year – like the four things every winning entry has in common.
That’s enough teasing. Let’s get our top three takeaways from our 40 minutes with Luz.
ICYMI, Campaign US just named its Agency of the Year winners… and it’s stacked. We asked Luz what set them apart. Some answers you’d expect. A few you probably wouldn’t.
Here’s what enchanted judges in the 2026 season:
Stellar creative
Work that taps into culture and proves the strategy behind it.
Business results
Did it make noise or move the needle? The best entries show both.
Retention rate
Great work means nothing if your team is burning out to make it.
Strong testimonials
Are you a true partner? Trusted expertise shows up in what clients say about you.
Bonus: Did it feel human?
AI can help polish your story. But according to Luz, it’s also easy for judges to spot. Award entries are a time to let your humanity shine, because human creativity is what powers the industry.
Given Luz’s background covering DEI initiatives across Campaign US and Adweek, we had to ask: How is the industry actually doing? Are we seeing progress – or just more conversation?
In short, she’s cautiously optimistic.
The dialogue that surged in 2020 is still alive. And despite political headwinds, many brands are doubling down in meaningful ways. One thing’s clear coming out of recent progress? Multiculturalism is mainstream, and it’s good for business.
She points to Campaign US Agency of the Year winner alma as a clear standout in terms of making industry gains. Formerly positioned as a multicultural agency, alma is now winning major AOR assignments first – and layering in multicultural capabilities as a natural extension. It’s a shift we’ve seen before: Pedro Lerma followed a similar trajectory, evolving LERMA/ from a Hispanic agency into a fully cross-cultural partner for Home Depot.
On the brand side, Luz gives LUSH a gold star. Their commitment to advocacy and inclusion isn’t posturing – it’s part of their brand DNA. From designating storefronts as ICE-Free zones to launching “United” bath bombs where 75% of proceeds benefit immigrant rights organizations, their actions reinforce their values and win with consumers.
The takeaway: Progress isn’t universal, but where it’s showing up, audiences are paying attention.
Question Everything exclusive: Did you know all DEI-related articles on Campaign US aren’t behind the paywall? Luz recommends this one in particular.
Everybody wants headlines. But the secret art of making it happen feels like, well, a secret.
Luckily, Luz delivered a masterclass on what it takes for a media pitch to break through.
It starts with the work. If the creative isn’t inherently noteworthy, no amount of pitching will save it. Work that doesn’t get cut tends to be more performative than strategic or falls out of line with what the brand stands for.
The campaigns that consistently earn coverage do at least one of three things: uniquely tap into culture, cleverly hack an existing system, or showcase a process so smart and nimble it makes you ask, “How did they pull that off?”
She points to Spotify's Spreadbeats as an example of turning a historically sleepy platform on its head in a way that swept award season. As a call for more brands to give Spotify ad placements a spin, the streaming giant made a music video inside an Excel sheet to surprise and delight media planners. Genius.
Incomplete
Sparse details, missing assets, no credits. Most editorial teams are lean. If you’re not making their job easier, you’re making it easy to pass.
Irrelevant
Know the outlet. Know the audience. A generic blast to every publication rarely lands anywhere.
Too early
A heads-up is welcome – but only if the creative is locked and final. Constant updates and moving targets can quickly erode trust.
Not all is lost, feedback is a gift: Luz says her team is happy to give creative feedback to those who submit a complete, sincere pitch and don’t score a story or mention.
But wait, there’s more…
Want more lessons from Luz – like, why she thinks the industry is in its indie era? The conversation the industry should be having but isn’t? How about if Campaign US, Ad Age, and Adweek actually get along? Catch the full episode on YouTube. And, as always, drop your favorite takeaways on our social posts and leave a review wherever you listen to your podcasts.
ABOUT THE QUESTION EVERYTHING PODCAST
Part interview, part therapy, part Price Is Right, the Question Everything podcast puts your favorite CMOs and thought leaders in the hot seat. That means while they're facing off against our game board, you'll learn from the successes and failures of the best in the biz who were daring enough to be curious.
