Meet the Experts in Hispanic Marketing in the Sept Hispanic Heritage Month issue of Multicultural Marketing News

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:

• Ethnic Technologies
• CultureBeat®, a division of C+R Research
• LatinoEyes®, a division of C+R Research
• Claritas
• INFUSION by Castells
• Ebony Marketing Systems
• Culture IQ Group
• Cultural Competency: The Bridge to Connecting with Today’s Hispanic Market (Horowitz Research)
• Guy Garcia Consultancy
• d expósito & Partners, llc
• More Than a Name: Getting Hispanic Heritage Month Right (C+C)
• National Retail Solutions (NRS) Digital Media: Transforming Independent Retail Advertising with Precision, Impact, and Community Focus (NRS Digital Media)
• Casanova/McCann
• Fingerpaint Multicultural
• Sensis
• Lopez Negrete Communications, Inc.
• Bold Culture LLC

Ethnic Technologies

Mid-September starts Hispanic Heritage Month, which is from September 15^th to October 15^th.  Established as a month long celebration in 1988, the celebratory month includes dates in September and October in order to encompass multiple Hispanic countries Independence Days, according to the National Museum of the American Latino. This year Hispanic Heritage Month comes just after Hamilton’s 10-year anniversary on Broadway and the release of Lin-Manuel Miranda: The Education of an Artist (a biography written by Daniel Pollack-Pelzner with a release date of September 9^th). Lin-Manuel Miranda, a New Yorker born to Puerto Rican parents, is a talented Pulitzer Prize winner who is an Oscar away from an EGOT. He created In the Heights to showcase the Latino neighborhood he himself grew up just north of. Hamilton tells a story of a “relentless” Alexander Hamilton which mirrors the “relentlessness” of hard working immigrants creating a new life for themselves. Lin-Manuel Miranda has created productions that showcase the LatinX community and highlight people of color on the stage. His work showcases the lasting impact of the Hispanic community on the United States. The Hispanic Community is the largest minority in the United States at 19.5% of the population, according to the US Census Bureau. Ethnic Technologies can help you find Hispanic customers from twenty different Hispanic countries of origin. Celebrate Hispanic Heritage month this year by finding your Hispanic customers with Ethnic Technologies! By Jessica Wilhoit, Product Design Analyst, Ethnic Technologies, jwilhoit@ethnictechnologies.com.

View company profile here.

CultureBeat®, a division of C+R Research

Culture defines and shapes consumers, implicitly and explicitly affecting the way they interact with organizations, products, and brands. CultureBeat®, C+R Research’s multicultural research division, helps brands understand how different cultures, ethnicities, and lifestyles – and the dynamics that intertwine them – influence their consumers. Our team focuses on getting to the core of what drives consumers’ interactions with your brands to help you form long-lasting connections with them. Our CultureBeat® team is comprised of a group of researchers from diverse cultural and professional backgrounds who bring years of experience and cultural relevance. And our Hispanic research consultancy, LatinoEyes®, brings additional experience and deep understanding of both U.S. and Latino cultures. Our insights are driven by our passion to uncover how culture influences consumers/shoppers and the decisions they make. We leverage our company’s agility to develop the best research approaches, utilizing both traditional and emerging methods.

View company profile here.

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. This team’s in-culture expertise, coupled with C+R’s logistical capabilities, has made LatinoEyes® a leader in Hispanic marketing research. C+R Research is an established, full service custom marketing insights firm that leverages the best emerging and traditional quantitative and qualitative research methods to provide custom solutions tailored to the unique business needs of their clients.

View company profile here.

Claritas

Claritas is an integrated marketing optimization platform. For performance-driven marketers, Claritas delivers superior, measurable ROI by continuously optimizing audience, creative, and media decisions at every customer touchpoint — all outside the limitations of walled gardens. By combining our patented AI, privacy-compliant Identity Graph, and closed-loop attribution, Claritas empowers brands to gain full visibility into who they’re reaching, how they’re engaging, and what’s truly driving conversions — across all channels, not just within closed ecosystems. Independent benchmarks show Claritas drives up to 20 percent higher incremental ROAS and achieves match rates two to three times greater than competing solutions, proving we outperform the field where it matters most: bottom-line growth and efficiency. 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 company profile here.

INFUSION by Castells

Strategic Firepower. Culture-Led. Results Delivered.

INFUSION by Castells is a leading cultural agency delivering ROI-Powered Ideas® that drive brand value, breakthrough results, and award-winning impact since 1998. Led by Stanford MBA Liz Castells-Heard, partner Leticia Juárez, and CCO Rod Ribeiro, our diverse, AI-powered team brings bold strategy, cultural fluency, and authentic storytelling to life—across digital-first campaigns for Spectrum, Toyota, McDonald’s and more. Our Transculturation™ model unlocks cultural gaps and growth across the 5Ps and consumer journey. We partner with clients and agencies—blending unique needs and shared truths across CRM, digital, social, and real-world touchpoints. Real Insights. Real Impact. No BS. Just Results.

View company profile here.

Ebony Marketing Systems

“Traditional firms often assign anyone to multicultural projects, without cultural alignment, and the research falls flat. We do the opposite—we enlist moderators and field researchers from the specific target community. A 65-year-old Latina interviewing unacculturated Latina teens won’t yield honest insights. But when the interviewer shares the participants’ cultural background, trust develops and the data is richer.” — Kai Fuentes, Founder and President, Ebony Marketing Systems (EMS)

• 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 and cultural capabilities. Our capabilities include our ability to conduct qualitative and quantitative research in Spanish, Haitian Creole, Mandarin, Korean, Hmong, 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.
• Ebony Marketing System Specialties: multicultural market research including Black, Latino and AAPI; competitive intelligence; multicultural intersexuality; qualitative/quantitative research methodologies; small business ownership work/life balance

Read Kai K. Fuentes entrepreneurial profile here

By Kai Fuentes, CEO and President, Ebony Marketing Systems, kfuentes@ebonysystems.com.

View company profile here

Culture IQ Group

Culture IQ Group is a full-service market research and strategic communications firm dedicated to amplifying the voices of Hispanic/Latino consumers and voters. As a women- and minority-owned company, we bring diverse perspectives to the forefront of our work. Our mission is to connect brands and policymakers with their target audiences through actionable research design and execution that delivers a deeper understanding of Hispanic/Latino communities at all levels of acculturation, language usage, and media preferences.

View company profile here.

Horowitz Research

Cultural Competency: The Bridge to Connecting with Today’s Hispanic Market

This summer’s amazing Bad Bunny ‘No Me Quiero Ir De Aqui’ residency in Puerto Rico highlights why marketers should pay attention to the cultural, historical, and socio-political nuances of the Hispanic market and is a perfect illustration of my multicultural marketing mantra: The culturally specific is often universal, while watering down cultural specificity attempting to reach a broad swath of communities with one brushstroke will almost always fall flat. Bad Bunny has risen to international stardom and is enjoyed by both Hispanics and non-Hispanics alike, but his music just ‘hits different’ for us Puerto Ricans, especially this most recent album, DeBí TiRAR MáS FOTos. The concert’s music, iconography, and set design pay homage to traditional Puerto Rican music, dance, and culture; the Puerto Rican experience; and our complicated colonial history with the U.S. It is uniquely ours, touches our souls, connects us with our past, and unites us with a common purpose for the future of our beloved island. As Puerto Ricans, we own this gift that Bad Bunny has given us. Given our shared colonial histories, it’s no surprise that Bad Bunny’s quintessentially Puerto Rican album bridges across Hispanic cultures, even creating community with non-Hispanics who also have lived through colonialism, displacement, and diasporic life. Its cultural specificity doesn’t deter it from being universally embraced: It is why it is universally embraced. This is the kind of cultural competency needed to connect with today’s Hispanic market, and it requires real investment in consumer insights and creative partners who ‘get it.’ By Adriana Waterston, EVP and Insights & Strategy Lead, Horowitz Research, A Division of M/A/R/C Research, adrianaw@horowitzresearch.com.

View company profile here.

Guy Garcia is a prize-winning author, multimedia entrepreneur, and futurist whose career spans journalism, fiction and non-fiction books, as well as a co-founder of Internet start-ups and a producer of immersive virtual reality projects. As a consultant and speaker on cutting-edge technology and socio-economic cross-currents, Guy has presented at SXSW, Sundance, the U.S. Census Bureau, numerous Fortune 500 companies, and authored a change.org petition with more than 26,000 signatures worldwide. A PBS-noted “trend tracker,” Guy’s ability to predict and articulate major shifts in the zeitgeist across mixed media platforms, and his gifts as a cultural weathervane and storyteller, have never been more compelling. He is currently working on a book about the Future of Intellectual Property. Guy is a Co-Founder of the Content Creators Alliance (contentcreatorsalliance.org). In 2017, Garcia directed and produced The Swarm Experience, a virtual reality immersive 360 based on his book, SWARM, that was featured at the Sundance Film Festival VR bar. His work has appeared in Time, the New York Times, The New York Times Sunday magazine, the Los Angeles Times, Fortune, Rolling Stone, Interview magazine (Joni Mitchell/David Byrne/Wayne Shorter), The Frankfurter Allgemeine Zeitung, the Times of London, the Daily Mail, and the Financial Times.

A former Time magazine staff writer and contributor to the New York Times, CNN, The Los Angeles Times and the Huffington Post, Guy is recognized for his articles, books and commentaries on socio-economic trends.

View company profile here.

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 pluricultural consumer landscape, where attitudes, trends and behaviors are increasingly influenced by the multicultural audiences. We are experts in cultural dexterity, harnessing the smarts of cultural intelligence, the empathy of emotional intelligence and the savvy of business intelligence to develop winning strategies and meaningful campaigns that move the hearts of today’s New American growth consumers. 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.

View company profile here.

C+C

More Than a Name: Getting Hispanic Heritage Month Right

Each year, as September approaches, brands and agencies grapple with the question of whether to refer to it as “Hispanic Heritage Month,” “Latino Heritage Month,” or “Latinx Heritage Month.” This often stems from a good place: a desire to be more inclusive, cover a broader range of cultures, and a commitment to respectful, culturally informed marketing. The truth is that this question is less about “getting it right” and more about history, identity, and how our audiences actually see themselves. The official “Hispanic Heritage Month” name was established by Congress and has served as the anchor for decades, used by media, brands, and community organizations to align their communications nationally. That consistency matters, but it’s not the whole story. Because our story is layered. “Hispanic” and “Latino” aren’t synonyms. One is language-based. The other one is geography-oriented. And neither fits everyone. Swap one for the other and you risk leaving people out. So, what matters isn’t to rename the month. It’s to use the platform to reflect the full picture. Keep “Hispanic Heritage Month” in the headline, then make your storytelling inclusive. Weave in “Latino” where it reflects your partners and communities. Tell stories that cross borders, languages, and generations. And yes, be intentional enough to explain why you’re using the words you choose. Our work isn’t about picking the “right” term to describe culture. It’s about shaping how culture is seen and celebrated. By Jennifer González, Sr. Vice President, Multicultural Strategy, C+C, LetsTalk@cplusc.com.

View company profile here.

NRS Digital Media

National Retail Solutions (NRS) Digital Media: Transforming Independent Retail Advertising with Precision, Impact, and Community Focus

NRS Digital Media connects brands with multicultural consumers at the critical point of sale in independent retail stores nationwide. Leveraging a first-party data-driven platform, we offer advertisers an unparalleled opportunity to engage shoppers in diverse, often underserved communities where high awareness and purchase decisions happen.

Our Market Size and Reach

·  32,000+ Independent Retail Stores: NRS powers a growing network of point-of-sale (POS) systems across the U.S., including bodegas, corner markets, grocery stores, and specialty shops vital to multicultural neighborhoods.

·  1.4B+ Monthly Impressions: Our unshared digital displays deliver hyperlocal visibility to a broad and loyal customer base, ensuring brands stand out where it matters most.

·  Multicultural Dominance: With significant coverage in Hispanic, African American, and other multicultural communities, we provide direct access to high-frequency, high-value shoppers.

·  Coast-to-Coast Coverage: Operating across 201 DMAs, NRS Digital Media spans urban, suburban, and rural markets, connecting brands to hard-to-reach, highly engaged audiences.

Investing in the Local Economy

Brands that advertise with NRS Digital Media are not just driving awareness and sales — they’re also investing in the local economy:

·  Supporting Independent Retailers: Campaign investments funnel directly into small, community-driven businesses that serve multicultural neighborhoods.

·  Strengthening Community Trust: By engaging with stores that are community cornerstones, brands earn goodwill and loyalty from shoppers who value local businesses.

·  Driving Economic Growth: NRS-powered stores rely on advertising revenue to improve store offerings, infrastructure, and services, fostering economic resilience in underserved areas.

View company profile here.

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 company profile here.

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 company profile here.

Sensis

Sensis is an integrated cultural marketing agency that helps brands grow by building real connections with real people—across languages, identities, and lived experiences.

We use technology, data, and cultural insights to reach the right audience at the right time with the right message across all channels. We are 100% minority-owned and 70% diverse. We don’t just market to today’s audiences—we are them. 

Our integrated model brings together strategy, creative, UX/UI, media, amplification, and research to deliver campaigns that resonate and perform.

Insight is our foundation.

We use deep qualitative and quantitative research to uncover what your audiences care about, where to reach them, and how to move them to action.

Culture is more than ethnicity.

We go beyond demographics to understand how identity, technology, politics, and economics shape communities—and create work that meets people where they are.

Creative that rethinks the obvious.

We don’t just try to be different—we think differently. We build 360° campaigns around valid insights, delivering relevant content that inspires and drives results.

We measure what matters.

Our proprietary digital tools provide real-time visibility into campaign performance, revealing what’s working, what’s not, and where we can make an even greater impact.

At Sensis, difference is our advantage. The more perspectives we bring to the table, the more powerful and effective the ideas we deliver.

View company profile here.

Lopez Negrete Communications, Inc.

Lopez Negrete Communications stands as one of the premier and longest-standing Hispanic-owned and -operated, full-service agencies in the United States. The agency specializes in providing marketing services to corporations wishing to reach and engage with America’s large and influential Hispanic consumer segment.

CERTIFICATIONS:

• Corporate Plus certified member of the National Minority Supplier Diversity Council (NMSDC)
• The Supplier Clearinghouse for the Utility Supplier Diversity Program of the California Public Utilities Commission
• and as Statewide Historically Underutilized Business (HUB) for the State of Texas
• Certified as a Minority Business Enterprise by the Houston Minority Supplier Diversity Council (HMSDC) / National Minority Supplier Diversity Council (NMSDC)
• Certified as a Minority Business Enterprise by The Port of Houston

View company profile here.

Bold Culture

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 company profile here.

Next Issue:

October 2024 Newsletter

Meet the Experts in Hispanic Marketing on multicultural.com

Hispanic Heritage Month issue #2 of Multicultural Marketing News

Deadline for reservations: September 22nd

Deadline for copy September 30th

Create your Listing and Order here

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