INFUSION

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INFUSION

LA HEADQUARTERS
865 South Figueroa Street, Suite 1100
Los Angeles, CA 90017
Phone: (O) 213-688-7217, (M) 213-305-4129
www.adcastells.com
liz@adcastells.com
Contact:
Liz Castells, President/CEO

INFUSION provides Clients the best-in-class multicultural marketing leadership and consistent results by infusing strategic acumen, ROI-powered ideas and ‘brains heart and grit’. They are strategic business growth leaders who link all the pieces for ethnic success known for their strong analytics, segmentation and insights led by dynamic, hands-on Stanford MBA Liz Castells, and a driven team who thrives on challenges and developing 360° initiatives and campaigns that impact the bottom line.

The agency is minority and women owned, and its Multicultural capabilities include the Hispanic, African-American and Asian segments. 

Leadership includes CEO Liz Castells, Partners Malu Santamaria and Terry Sullivan; Co-Creative Chief Officers Carlos Correa and Rod Ribeiro, EVP Manuel Carvajal, and Directors Marielise Nascimiento, Ana Valladares, Aida Dujarric, Adhyari Bracero and Aida Olaya.

Core long-term clients Toyota, McDonald’s and Charter have facilitated INFUSION breaking sales records and driving Hispanic and category firsts, Total Market success and awards. 
McDonald’s (17 Co-ops): Drive continual above-national performance with strong creative, media, promotions, merchandising, product/pricing/menu initiatives, research, and other below-the-line services. 

Toyota SoCal/SD Dealers: Consistently increase Hispanic traffic, share, and loyalty with Hispanic strategic leadership, segment and model custom creative, media, and community efforts, aligned with GM partner Davis Elen.

Charter Communications Hispanic Residential Direct Marketing, Small business Services, and African-American Marketing: Deliver business goals for competitive, acquisition and customer marketing, from celebrity DRTV, radio, video, digital, Direct Mail, print and social, strategies, segmentation, to retail, partnerships, programming, packages, and dashboard metrics.

Client Quote on INFUSION:
‘It is rare to find an agency that always gets us results, cares so much to know our business inside and out, and brings that broader business insight into all the work they do. They define what a trusted partnership is– a 50/50 relationship that takes us to a higher level. Starting with Liz Castells’ strategic leadership, they have a unique ability to synthesize data, consumer and cultural insight to get to the essence of what matters, and develop brilliant creative and compelling ideas that drive our business. And they have a well-oiled machine to meet deadlines no matter what, so critical to our marketing success. They’re a powerhouse team we can always count on to deliver the best work, and trust to have our best interests in mind.’  

The agency also has a New York office: 
122 East 42nd Street, Suite 2305
New York, NY 10168
Phone: (O) 646-609-5604, (M) 718-440-0303
rodrigo@adcastells.com
Contact: Rodrigo Ribeiro, Co-Chief Creative Officer 

* Other Experience includes CPG brands like Farmer John, Dole and Nestlé, Grocery (Safeway), Banking (CIT/OneWest, GMC/ditech.com), Apparel (Mervyns/Target, PUMA), Entertainment (Azteca, Univision, SBS, Showtime); Films (IFC, HBO, Artisan); Casinos (MGM, LVCVA, PALA), Health & Services (Health Net, Beer (Coors, Valle Sagrado), The Gas Company, Credoz, Lindora), Government (CDHS, First Five, CDFA, U.S. Census), Pro-bono (LA Special Olympics, TLF, NAN, HACER, MADD, Pedro Zamora AIDS), other telecom/mobile (Cox, Comcast, Affinity), and start-up ventures.

Read our News:

Top Ten Things To Avoid In Multicultural Marketing

Our POV as featured in Multicultural Marketing News - Super Bowl LIII Ads Analysis: A Multicultural Perspective

Super Bowl LIII Ads, Much Like the Game's Punts, Are a Big Blur 
Yawn. Pet dogs. Pop a chicken wing. Sip again. Snooze. That was my impression of the Super Bowl from a Multicultural or any perspective, albeit opinions seem polarized about both the commercials and the game among our industry and amigos. Pause. Step back. On the Multicultural front, I witnessed little progress if not regress with the exceptions of Microsoft's emotional 'When everybody plays, we all win' ads with children of all colors, Google's inspirational '100 Billion Words' ad bringing the world together with Thank you and I love you, and Bumble's empowering 'The Ball is in her court' with Serena Williams. And yes, there were countless other Multicultural celebrity ads, or better said, ubiquitous artists and athletes who happen to be Multicultural, whether for Milk (Dwayne Johnson), Pampers (John Legend), Pepsi (Lil John, Cardi B.), Twilight (Cardi B. again), Michelob Ultra (Zoey Kravitz), Amazon's Alexa inserting herself (Whitaker, Harrison Ford, Ilana Glazer), or Flaming Hot Doritos Nacho Chips (Chance the Rapper, Back Street Boys). Rewind. Re-calibrate. Doritos was a pretty flaming hot rap dance number and strategically on target, Zen-inspired Michelob Ultra pitch with ASMR spread like wildfire on YouTube, Verizon's First Responders ad 'The Team That Wouldn't Be Here' trumped T-Mobile and Sprint's robot, and Anheuser-Busch's environmental stewardship with '100% renewable electricity' is important to all, including 80% of Hispanics and African-Americans. M&M's 'Bad passengers' with Christina Applegate and Bud Light's ad with HBO's 'Game of Thrones' appealed regardless of ethnicity. And NFL's 'Inspire Change' reminded us of the importance of education to our polycultural youth's future, a cause that's dear to my heart - and perhaps helped compensate for not only a year of turmoil but a mediocre punting Super Bowl proven out by low Nielsen numbers that trended down as the night went on. Rack brain. Recall. As I started writing this the day after Super Bowl, I had to unfortunately re-view and re-review the commercials as all the pop culture celebrities, AI robots, and odes to youth and nostalgia seemed to merge together in an indistinct blur, irregardless of Multiculturals - and irrespective of the brands. As Bill Bernbach once preached to me long ago, 'If you cannot remember the brand, then it is not effective advertising'.  Thus, as the head of a multicultural agency today, I must concur. By Liz Castells, President, Infusion by Castells Advertising, www.adcastells.comView company profile here.

Business Type: Advertising Agency
Markets: African American Market,Hispanic Market, Asian
Industry Expertise: Automotive,Banking,Government,Healthcare, Retail/QSR, Cable/Telecommunications, Film & Entertainment, Grocery, CPG, Beverages, Apparel, Special Events, Charity*
Services: Advertising,Marketing,Strategic Planning, Full Creative & Production (Multi-lingual Branding, Direct Response), Segmentation, Social, Media/Digital/Mobile Planning & Buying, Grassroots, Business consulting, Identity/Packaging/Naming, Retail and Influencer programs.

Number of employees: 70

Percent Minority Owned: 51%

Percent Woman Owned: 0%
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