Meet the Experts in Hispanic Marketing on multicultural.com

September issue of Multicultural Marketing News

Sept 15 – Oct 15 is Hispanic Heritage Month

Meet the Hispanic Marketing Experts on multicultural.com in our Source Book of Multicultural Experts online. Connect directly with any of the experts, via links, below. Or email Lisa Skriloff, President, MMR at lisa@multicultural.com to describe your needs and request a (free) referral to any expert or to distribute your RFP (at no charge). This is the first of 2 special issues tied to Sept 15 – Oct 15 Hispanic Heritage Month.

Meet the Experts in the Hispanic Market:

• Sparkle Insights, Inc.
• Horowitz Research
• Remezcla Media Group by My Code
• Casanova/McCann
• Ethnic Technologies
• INFUSION by Castells
• LatinoEyes®, a division of C+R Research
• Claritas
• Ebony Marketing Systems
• d expósito & Partners, llc
• C+C
• Fingerpaint Multicultural
• Quantasy + Associates
• Sensis
• The Vida Agency, (TVA)
• Bold Culture LLC
• Multilingual Connections

Sparkle Insights, Inc.

In honor of Hispanic Heritage Month, Sparkle Insights is proud to release our white paper, “Navigating the New Multicultural Landscape: Redefining Multicultural Marketing,” which is based on a collaborative study conducted by the Hispanic Marketing Council and Asian American Advertising Federation. The study highlights the growing importance of in-culture and in-language content for Hispanic and other Multiculturals, underscoring their strong connection to cultural roots. There is also a significant demand for diverse content from other cultures, even in languages unfamiliar to the audience.

Key findings:

• Hispanic consumers have increased their consumption of in-culture content by 17%, from 2018 to 2023.
• Majority of Hispanics (ages 13-49) find culturally relevant TV content important, with 75% of Hispanic teens valuing this content. Hispanics also show a strong affinity for traditional Spanish TV (80%).
• Ads placed within in-culture content settings are highly effective, influencing over 60% of Hispanic viewers to trust, pay attention to, and consider purchasing brands featured in such content.
• Seventy-two percent of multicultural consumers seek cultural content beyond their own backgrounds, with 55% of respondents aged 13-49 watching shows in non-native languages, particularly among Hispanics (63%).
• Over 50% of Hispanic viewers engage with content that reflects other multicultural segments’ backgrounds or narratives.

View Profile

Horowitz Research

Hispanic Heritage Month: Addressing the Sociopolitical Concerns of Hispanic Americans

“As the presidential election approaches, Hispanic Americans will have a significant impact on the outcome. Roughly 36 million Latine adults are eligible to vote – representing 14.7% of all eligible voters – and tend to be younger, as reported by Pew Research Center. This election cycle, the presidential candidates need to prioritize the unique needs of diverse Hispanic communities and other marginalized groups. Most of the Latine population is concerned about major sociopolitical issues, according to the new annual report, FOCUS Latinx Volume 3: Social, Cultural, and Political Shifts. In fact, 2 in 3 Latine adults report worry about racism against people of color in the United States (65%), the impact of climate change on how the world will be in 30 years (67%), and the media’s ability to shape perceptions and opinions (64%). As we celebrate Hispanic Heritage Month, let us all recognize the evolving priorities of Hispanic voters. Brands, marketers, and advertisers play a critical role in the visibility and representation of diverse and multicultural communities. Investing in research will provide companies with the consumer insights they need to develop culturally relevant creative.” – Adriana Waterston, EVP and Insights & Strategy Lead, Horowitz Research, a division of M/A/R/C Research, adrianaw@horowitzresearch.com View Profile

Remezcla Media Group by My Code

Remezcla Media Group by My Code is the largest unified solution in the digital multicultural ecosystem that represents the next generation of U.S. Hispanic media for brands and agencies seeking to engage Hispanic audiences. Remezcla Media Group’s solutions, encompassing 500+ curated publisher partners that reach U.S. Hispanic audiences, and technology offerings, include a full suite of cross-platform digital and audio products, OTT/CTV channels and programmatic offerings alongside integrated content, talent partnerships and experiential capabilities. The publisher partners include owned and operated properties such as Remezcla, one of the most influential digital media brands for the Latine community, El Diario, the U.S.’s oldest Spanish-language newspaper, and HipLatina, dedicated to highlighting the diversity of the U.S. Latina experience. View Profile

Casanova/McCann

Casanova is an integrated marketing Agency specialized in the Hispanic market. We employ 70+ diverse individuals and are female and minority-owned and certified. Our services include: Consulting, Strategic Development, Creative, Media Planning & Buying, Social Media. The Agency’s work spans the spectrum from Digital, TV, Radio, OOH, Print, Content, Activations. Casanova’s current Client roster includes Chevrolet, Coca-Cola, Nestlé, Pernod Ricard,The Wine Group, U.S. Bank. Casanova also works pro-bono for Donate Life CA, LGBTQ Center of Orange County, Best Friends Animal Society and Brady Organization. Our work has been recognized with 100+ awards.In 2019 and 2020, Casanova was the most awarded Hispanic agency in Cannes while becoming one of the top awarded agencies (#37) globally. View Profile

Ethnic Technologies

Ethnic Technologies® is the global leader in multicultural marketing, digital applications, research, data enhancements and analysis. The Ethnicenter from Ethnic Technologies is the result of over 40 years of continuous multicultural, religious and language preference research. E-Tech’s multicultural and language preference selects repeatedly outperform the competition in accuracy and response rates. Whether in digital applications, mailing, telemarketing or email campaigns, the E-Tech® data achieves excellent results. View Profile

INFUSION by Castells

INFUSION by Castells is a WMBE full-service agency that provides Fortune 500 Clients best-in-class Multicultural strategic leadership and consistent results, led by dynamic Stanford MBA Liz Castells and a powerhouse team with ‘brains, heart and grit’, who thrives on challenges. They are known for infusing analytics and insights for deeper business and marketing strategies, first-in-kind thinking, and cultural narratives that compel ROI-Powered ideas. Multicultural capabilities include the Hispanic, African-American and Asian segments.

Their Transculturation™ model helps Clients profitably integrate Multicultural across the P’s factoring both ethnic needs and GM commonalities, to develop a mix of unique, universal and cross-cultural Marcomm efforts – across Brand, Direct, Retail, Digital, Social, CRM, Experiential and Virtual platforms. Clients like Toyota, McDonald’s and Charter Communications have facilitated INFUSION by Castells breaking sales records, and driving category firsts, awards and Total Market success. View Profile

LatinoEyes®, a division of C+R Research

LatinoEyes® is the research consultancy division of C+R Research that specializes in U.S. Hispanic and Latin American consumers and shoppers. The LatinoEyes® team is comprised of experienced multicultural researchers who have a deep understanding of both U.S. and Latino cultures and advanced quantitative and qualitative methodologies. They offer innovative technologies and techniques, as well as the best methods for researching and gaining insights into this important market as well as other multicultural cohorts with the diverse research team, CultureBeat. View Profile (Latino Eyes) and View Profile (CultureBeat)

Claritas

Founded in 1971, Claritas is a data-driven marketing company who helps companies find their best prospects, improve marketing execution and deliver superior ROI. By continually investing in new technological capabilities, Claritas has transformed the business to ensure clients get ahead and stay ahead of the ever-evolving digital era. Claritas has assembled one of the industry’s most robust identity graphs encompassing a proprietary data set of 125 million households and reaching more than 1 billion devices daily in the U.S. The graph is just one of Claritas’ leading-edge data and technology tools that allow our clients to identify their best customers, engage and deliver to those customers when and where they want to be engaged and optimize those engagements with remarkable transparency and precision in near-realtime. Claritas also helps marketers gain a 360-degree view of America’s fastest-growing multicultural populations with more granular detail than anyone in the industry. More information can be found by visiting www.claritas.com. View Profile

Ebony Marketing Systems

EMS is a certified woman-owned (WMBE),DBE and 8(a) marketing research and management consulting firm providing a full array of quantitative and qualitative research services which include:

•   Data collection/Surveys
•   Focus Groups
•   Moderation
•   Ethnographic Research
•   Multi language Interpretation
•   Multi language Transcription
•   Statistical data analysis
•   Opinion research
•   Media evaluation research (Perception analyzers)
•   Survey design
•   Coding/ tabulation
•   Project management

EMS is an innovative pioneer in conducting marketing research studies among difficult to reach population segments. EMS also has a rich and diverse staff that can provide services that include special language capabilities. Our special language capabilities include our ability to conduct qualitative and quantitative research in Spanish, Mandarin, Korean, Tagalog, French and Russian. Our mission is to provide our clients with creative and innovative marketing research solutions utilizing our best research practices. We operate at the highest level of integrity in the area of survey research, data analysis, and management support services. View Profile

d expósito & Partners, llc

As the New American AgencyTM d expósito & Partners, llc (“DEX”) is an independent, MWBE, multicultural marketing and communications firm with a specialized focus in helping clients win in an increasingly diverse America. We aim to be our clients’ growth catalyst by providing a total dedication to a new, critical way of looking at the consumer landscape, where attitudes, trends and behaviors are increasingly influenced by the multicultural audiences. In doing so, we leverage our excellence in marketing and cultural expertise to yield insight-driven strategies and impactful creative ideas that drives our clients’ businesses. Clients include McDonald’s, the City of New York, NYC Health + Hospitals, Nielsen, Planned Parenthood Federation of America, Point32Health, The Smithsonian Institute, Tajin, the U.S. Food & Drug Administration and Cafe Santo Domingo. DEX’s Chairman and Chief Executive Officer, Daisy Expósito-Ulla, who was inducted into the Advertising AAF Hall of Fame in 2017, has helped shape the Hispanic advertising landscape, over four decades. Her impressive career has yielded numerous advertising and communications campaigns that have solved client business challenges and driven results, and she has fostered a creative, solutions-oriented culture at the agency. View Profile

C+C

C+C is all about the good – good work, good causes and good people. We specialize in making things like recycling, energy efficiency, water conservation, public health, individual health, and transportation every bit as interesting as they are important. Our team has expertise in social marketing, creative strategy, design and branding, multicultural marketing, content development, video production, experiential marketing and events, and much more.

Our team of multicultural strategists, experts and liaisons helps clients effectively reach and engage with multicultural audiences by applying DE&I principles to social marketing and integrated communications campaigns. We seek to understand the different cultures and lived experiences of the communities we work with to ensure they feel represented and positively impacted by our work. View Profile

Fingerpaint Multicultural

Fingerpaint Multicultural specializes in Multicultural Marketing aligned to the pharmaceutical industry dynamics leading some of the most recognized and most successful US Hispanic and African American campaigns in the industry. Our services include strategy and business analysis, creative, digital, production, media planning & buying, and local market activation. Fingerpaint Multicultural is also on the forefront of tackling larger healthcare issues across the US, helping corporations address health disparities and Social Determinants of Health (SDOH) gaps. Our services are cross functional and highly applicable to the pharma stakeholder mix, executed flawlessly through a cultural lens. Whether you’re looking to build your initial Hispanic or African American market business case and pilot or setup a corporate capability inclusive of multiple cultures, aka COE, across your entire corporation, we are the most experienced team in the industry. Our team has built some of the most successful multicultural pharma campaigns. From launches to post LoE, from diabetes and CV to oncology and rare diseases, we have done it. View Profile

Quantasy + Associates

Quantasy is a fully integrated brand services agency that exists at the intersection of entertainment, advertising, technology and culture. With expertise that spans the four pillars of Advertising, Content, Influencers, and Platforms + Technology, Quantasy empowers brands to push culture forward. Founded in 2011 and based in Los Angeles, Quantasy delivers business growth results and provides counsel for Fortune 500 companies, high-growth start-ups, civic leaders and global entrepreneurs.

What we believe at Quantasy + Associates:

At Quantasy we’re introducing a new era of thinking.

We’re marrying influence and creativity to unlock new possibilities.

We’re innovating in new and unexpected ways to drive culture in the right direction.

We don’t seek opportunity, we create it.

We don’t just embrace change, we drive it.

We are the voice of the new generation,

Asking new questions to finally get new answers. View Profile

Sensis

Sensis, the largest and most diverse 100% minority-owned advertising agency in the U.S., is shedding light on the complex dynamics shaping the experiences of recent Hispanic immigrants in the United States with its latest proprietary research, the New Hispanic Immigrant Report. In 2018, the share of the foreign-born population in the U.S. reached 13.7%, a historic high, largely due to immigration from Latin America. The report aims to better understand recent Hispanic immigrants’ attitudes, perceptions and motivations, as well as their impact on the U.S. economy and culture. In the first installment of this extensive study, Sensis delves into the adaptation and purchasing habits of recent Hispanic immigrants in the U.S. Surveying more than 500 new Hispanic immigrants and conducting in-depth interviews, findings focused on comparing survey respondents who immigrated to the U.S. less than two years ago versus those who immigrated in the last decade. To access the full report, please visit www.nhi-report.com. View Profile

The Vida Agency, (TVA)

The Vida Agency (TVA) is a full-service communications company specializing in the development and execution of award-winning brand campaigns for market segments such as health, transportation, retail, consumer, public policy, and education. TVA services span research, strategy, creative execution, and reporting in support of public agencies and private corporations to collaboratively reach diverse audiences for greater cultural impact. TVA’s creative campaigns set the standard for equitable communications that authentically connect clients with audiences, resulting in widespread annual industry recognition. TVA’s recent awards include a Northwest Regional Emmy for Community Health Plan of Washington’s “Tu eres el centro/You are the center” campaign and multiple Communicator Awards for the Be Ready. Be Hydrated campaign. To learn more, please visit https://thevidaagency.com/. View Profile

Bold Culture LLC

Bold Culture is a data-driven multicultural communication consultancy with expertise in cross-cultural marketing insights and developing inclusive workplace cultures. Through its dual-lens of marketing and talent development, Bold Culture offers marketers, advertisers, recruiters and HR managers tailored research & insights, workshops, audits, strategic plans, roundtables, ongoing consulting, and connections to diverse talent at all levels. Bold has a specific focus on helping companies connect to Black, Latinx, LGBTQIA+ audiences and talent across their intersections. View Profile

Multilingual Connections

Understand, engage, and grow your multilingual audience – local, national, or global – in over 75 languages! Since 2005, woman-owned Multilingual Connections has partnered with organizations to create meaningful connections across languages and cultures. Our international team of language and culture experts and skilled project managers support your project from start to finish. Customized services include:

• Professional translation: translation and localization of marketing content, surveys, discussion guides, contracts, websites and apps
• Creative transcreation: for highly creative marketing content, transcreation reimagines your content and creates messages that resonate with your market
• Audio transcription: transcription of focus groups, interviews, documentary footage, conference calls
• Subtitles and voiceover: your video content in the languages and voices of your global markets
• Market research support: bilingual qualitative research moderators in 25+ languages, live note-takers, sim-trans, survey translation, back translation
• Interpretation: on-demand phone interpretation, remote simultaneous interpreters for interviews, focus groups, seminars, and conferences; live interpreters for face-to-face meetings

We understand the importance of accuracy and cultural nuance, and we partner with you to help you connect with your target audience – no matter the language. View Profile

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Next Issue:

October 2024 Newsletter

Meet the Experts in Hispanic Marketing on multicultural.com

Hispanic Heritage Month issue #2 of Multicultural Marketing News

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