Stacie de Armas on Nielsen’s Diverse Intelligence Series—and data as a force for change

Ad Age is marking Hispanic Heritage Month 2023 with our Honoring Creative Excellence package, in which members of the Hispanic community revisit some of their favorite creative projects. (Read the introduction here.) Today, guest editor Pedro Lerma turns the spotlight to Stacie de Armas, senior VP, DEI, diverse insights, intelligence & initiatives at Nielsen, who writes about marrying “my passions for community advocacy and storytelling with data’s compelling authority.” In my 25-year journey in our industry, I’ve come to realize that data isn’t just a tool for business; it’s a transformative force capable of reshaping communities. This wasn’t always on my radar. Early on, my career was straightforward, rooted on the agency and the research services side, but always with focus on Hispanic audiences and media. As my path evolved, I was drawn into a compelling new role: the intersection of data analysis and storytelling. What I found at Nielsen was an opportunity to marry my passions for community advocacy and storytelling with data’s compelling authority. When I assumed leadership of Nielsen’s Diverse Intelligence Series, I was entrusted with a pivotal mission: to evolve these reports from a community empowerment dialogue into an industry-wide conversation on the value of diverse audiences. Initially, the series was a treasure trove of information about multicultural consumers, but it didn’t fully serve the spectrum of stakeholders involved in the diverse consumer markets. I saw an opportunity to amplify its scope and impact, expanding our data narratives and incorporating insights on consumer behavior, media consumption and economic influence. What emerged was a far richer and multidimensional portrait of Hispanic life in America today. But data is only as good as its application. With the Hispanic Diverse Intelligence Series, we didn’t just want to inform; we wanted to empower. So, we restructured the series into a strategic guidebook that businesses, academic institutions and advocacy groups could turn to for actionable insights, also providing a blueprint for brands looking to engage this growing consumer base. These award-winning reports aren’t just sitting on a shelf—they’re being actively used to shape business strategies, inform academic research and guide policy decisions. I am proud of that. Transforming these narratives was not just a professional challenge, it was a personal calling. Growing up Latina, I understood the richness and diversity within our community, and I also recognized the gaps in understanding and representation in mainstream media and business. This made me uniquely equipped to steer the series in a direction where it could serve as a bridge between different sectors and perspectives. For me, the real beauty of data lies in its ability to validate lived experiences and challenge preconceived notions. Through the lens of data, we’re able to advocate for more authentic representation in storytelling, deeper analytical understanding of diverse audiences and more, not just in our industry but in every facet of American life. Data doesn’t just inform—it has the power to transform. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

Stacie de Armas on Nielsen’s Diverse Intelligence Series—and data as a force for change

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