Driving Growth, Authenticity, and Cultural Connection Through Hispanic Plug

Ivan Shammas has built a career at the intersection of media, culture, and community. With more than 25 years of leadership at Univision and Telemundo stations, he has long understood that multicultural media is more than business—it is a bridge between people, stories, and opportunities. Today, as founder and CEO of Hispanic Plug, Shammas is channeling that vision into a new era of multicultural media and marketing.

Through Hispanic Plug, Shammas is reshaping how businesses connect with Latino audiences—offering not just advertising, but authentic partnerships that honor cultural nuance and deliver measurable impact. His latest milestone, the acquisition and revitalization of Mundo Hispanico, one of Atlanta’s most trusted Spanish-language outlets, underscores his commitment to preserving legacy while driving innovation.

In this conversation, Shammas shares insights on the mission behind Hispanic Plug, the importance of culturally relevant media, and why authenticity remains the most powerful currency in connecting communities.

Q&A With Ivan Shammas

Q: Ivan, first of all, congratulations on the launch of Hispanic Plug, your new multicultural agency that focuses on Media, Marketing y Mucho Más. Tell us how that’s going so far.

A: Thank you—it’s been an incredible journey already. I’ve been presented with numerous positive, impactful, and exciting opportunities since launching Hispanic Plug. I’m excited about all that is happening because it’s fun and impactful at the same time. Yes, we help businesses connect authentically with our Latin community through the power of media, advertising, and strategic partnerships. And we are also doing so much more, including taking established media outlets and turning them around to have a greater voice and presence

Our agency is already fully engaged in the top advertising categories, including automotive, healthcare, and legal. But what excites me just as much is how we’re also being asked to step in and help transform traditional media companies. We’re transforming them into authentic, multimedia outlets and community communicators—organizations that achieve revenue growth, build stronger strategic partnerships, and, most importantly, stay rooted in serving their audiences. That’s exactly the type of impact Hispanic Plug was created to make.

Q: Now you have added Mundo Hispanico, one of Atlanta’s most recognized Hispanic media outlets, to your portfolio. Tell us what this means.

A: This is a historic moment for us. Hispanic Plug was founded as a partnership-first agency, working closely with businesses to connect authentically with Latino audiences. Now, with Mundo Hispanico—a legacy in Spanish-language media spanning nearly four decades and still read from stands all across Atlanta—we’re bridging tradition with innovation. It’s about honoring the past while building a stronger future for community and multicultural media.

Q: For those who may not know, what makes Hispanic Plug unique in today’s media landscape?

A: We’re different because we’re not just selling ads—we’re building connections. Our role is to act as an unbiased and objective liaison between client partners and the right outlets. We filter through the noise, understand cultural nuances, and design campaigns that truly resonate with our audience.

At Hispanic Plug, we don’t view the Hispanic community as a single, uniform group. We recognize the diversity within Latino audiences and tailor strategies that reflect their preferences and behaviors. Whether it’s branding, multicultural marketing, or digital development, our goal is to deliver specific, targeted strategies that drive sustainable growth.

Q: Why was Mundo Hispanico the right addition to your portfolio?

A: Because of its cultural relevance and trust. Mundo Hispanico isn’t just a newspaper—it’s a household name. For decades, it has been the go-to Spanish-language outlet for both the community and advertisers. Brands such as Bank of America, Children’s Healthcare of Atlanta, FIFA, Publix, Regions Bank, MARTA, the City of Atlanta, DeKalb County, and numerous local businesses have relied on Mundo Hispanico as their direct connection to Atlanta’s Hispanic community.

That combination—loyal readers who are hungry for news, entertainment, and cultural coverage, and advertisers who continue to invest in Latino media—allows Mundo Hispanico to thrive month after month. It proves that community media delivers both cultural impact and business results.

Q: What will readers notice first as you put your stamp on the newspaper, shaping its new look and feel? Which updates are you most excited for them to see right away?

A: Over the years, the paper had shifted its name to Mundo Now, but after listening to the community, we felt strongly about restoring its original name, Mundo Hispanico. This brand holds tremendous value—it’s a trusted household name that Latino families across Atlanta have recognized for decades. Bringing it back is both meaningful to me personally and a way to honor the history and credibility the paper has built.

I’m also proud to partner with former State Senator Sam Zamarripa and Conocer Digital Holdings to strengthen that legacy with a new vision and growth. Beyond the name, we’re introducing more hyper-local coverage that reflects the neighborhoods, schools, and families we serve. One change I’m especially excited about is the launch of a Community Corner, which highlights nonprofits doing vital work across Atlanta. Too often, families are unaware of these resources, and by giving them visibility, we’re not just informing—we’re connecting people with opportunities that can truly transform their lives.

Q: How has your time in leadership positions at Univision and Telemundo shaped the way you approach Hispanic Plug today?

A: Those years gave me a front-row seat to how media can shape communities. Whether it was managing news, sales, and programming, or helping stations expand into true multimedia platforms, I learned that success goes far beyond ratings or revenue. It’s really about community impact—building trust, creating representation, and connecting people with resources that matter.

That’s also why I stay active on community boards and initiatives. It keeps me grounded in the needs of families and organizations across Atlanta. Ultimately, my career has been about one thing: serving and empowering diverse communities. That’s the vision I carry forward with Hispanic Plug and Mundo Hispanico.

Q: With misinformation spreading online, how do you see Spanish-language and community media playing a role today?

A: Community media like Mundo Hispanico remains one of the most trusted and reliable sources of information. While people may use social media for accessibility, when it comes to real, vetted news, they turn to Spanish-language outlets. Print bypasses algorithms and echo chambers—it’s direct, it’s factual, and it’s trusted. Mundo Hispanico has been that voice for over four decades. With Hispanic Plug’s digital innovation, branding expertise, and multicultural strategy, we’re ensuring it thrives in the digital era while staying true to its roots.

Q: Finally, what’s next for Hispanic Plug?

A: Growth with purpose. We’re expanding platforms that inform, connect, and celebrate Latino culture. With Mundo Hispanico, we’ve strengthened our foundation in Hispanic and Spanish-language media. Next, we’ll continue innovating—through multicultural campaigns, digital development, branding, and partnerships that create impact. Atlanta is just the beginning; our vision is to be the leading force in multicultural media, always rooted in trust, authenticity, and community.

In Closing

Ivan Shammas’ leadership with Hispanic Plug and Mundo Hispanico demonstrates the power of multicultural media when it remains rooted in authenticity and community. By restoring a trusted brand and creating new opportunities, he ensures that Latino audiences are represented, businesses build genuine connections, and the legacy of community media continues to grow stronger. His vision is both a tribute to the past and a bold step toward the future.

Find out more about Hispanic Plug’s mission and services at www.hispanicplug.com.
Follow on Instagram: @hispanicplug for stories, updates, and community highlights.