This document provides an introduction and overview of an agency focused on serving the U.S. Hispanic market. In 3 sentences: The agency was created to serve a diverse multicultural audience, is based in El Paso which provides a perfect Hispanic test market, and in 2013 reinvented itself with an emphasis on the U.S. Hispanic market. It provides full-service multicultural capabilities including PR, social media, advertising, research and more. The agency's approach integrates ethnic insights to connect with Hispanics in meaningful ways while also appealing to non-Hispanic consumers' curiosity for new experiences.

2. AGENCY
INTRODUCTION

3. 1. Agency
• Clientele
• Capabilities
2. Approach
• Traditional Approach
• Our Approach
3. U.S. Hispanic Consumer Reality
• Sub-Groups
• Segmentation
4. Partnership Benefits
• Consultancy
• Agency of Record
• Cultural Competency
• Interagency Collaboration
CONTENT

4. Created to serve a diverse multicultural audience
Based in El Paso, TX, a perfect Hispanic test
market for where the nation is going
In 2013 we reinvented ourselves with a highlighted
emphasis on today’s U.S. Hispanic Market
We craft true culturally-relevant messages to help
brands have meaningful connections with more
Hispanics, regardless of their level of immersion in
mainstream American culture, while also sparking
the curiosity for new experiences of non-Hispanic
consumers
AGENCY
ESTABLISHED IN 1980

5. CLIENTELE
CURRENT CLIENTS CATEGORY EXPERIENCE
OUR PRIDE AND JOY
HEALTHCARE
NON-PROFIT
FINANCIAL
PUBLIC SERVICES
TOURISM
URBAN PROJECTS
ENTERTAINMENT

6. CAPABILITIES
FULL-SERVICE MULTICULTURAL AGENCY
PUBLIC RELATIONS
SOCIAL MEDIAADVERTISING DIGITAL
RESEARCH
MEDIA PLANNING & BUYINGBRAND ID
TRANSCREATION
AUDIO & VIDEO PRODUCTIONS PHOTOGRAPHY

7. HISPANIC
MARKET
• Spanish language based
vs. culture based
• Inefficient and often
inconsistent
GENERAL
MARKET
• Non-Ethnic White driven
• Pop culture-based
TRADITIONAL APPROACH
• TWO SEPARATE SEGMENTS
• MARKETING IN SILOS

8. OUR APPROACH
• INTEGRATION OF ETHNIC INSIGHTS
• FOCUSED ON UNIVERSAL TRUTHS
• REACHES MORE CONSUMERS
HISPANIC
MARKET
TOTAL
MARKET
HISPANIC MARKET
• Our approach connects
with Hispanics in
meaningful ways
TOTAL MARKET
• Our approach fuels the
Total Market’s appetite for
new experiences, while
amplifying effectiveness
with Hispanics

9. U.S. HISPANIC CONSUMER REALITY
“…Latinos are no longer a subset of the
market, but a significant player in the
consumer space. Connecting with Hispanic
audiences is critical for all brands if they want
to grow over the next decade.”
Marissa Romero-Martín
President of Culturati Research

10. U.S. HISPANIC SUB-GROUPS
SOURCE: The Bicultural Reality Quantitative Study. Culturati Research, 2012.

11. LATINISTAS (Culturally Hispanic)
U.S. HISPANIC SEGMENTATION
HERITAGE KEEPERS (Bicultural A)
SAVVY BLENDERS (Bicultural B)
AMERI-FANS (Culturally American)
SOURCE: Nielsen-Culturati Hispanic Segmentation. September, 2015.
• BASED ON ATTITUDES AND VALUES
• BEYOND LANGUAGE & DEMOGRAPHIC DATA

12. • BASED ON ATTITUDES AND VALUES
• BEYOND LANGUAGE & DEMOGRAPHIC DATA
SOURCE: Nielsen-Culturati Hispanic Segmentation. September, 2015.
LATINISTAS (Culturally Hispanic)
-
VERY TRADITIONAL
• Hispanic-centered
• Least focused on blending cultures
• 1/3 2nd & 3rd generation
• More than 50% only speak Spanish
• Others prefer to speak in Spanish, but
can use English, if needed
U.S. HISPANIC SEGMENTATION

13. SOMEWHAT PROGRESSIVE
• Hispanic-centered
• Focused on preserving their heritage
• 86% 1st generation
• Prefer to speak in Spanish, but are
fluent in English
HERITAGE KEEPERS (Bicultural A)
-/+
SOURCE: Nielsen-Culturati Hispanic Segmentation. September, 2015.
• BASED ON ATTITUDES AND VALUES
• BEYOND LANGUAGE & DEMOGRAPHIC DATA
U.S. HISPANIC SEGMENTATION

14. VERY PROGRESSIVE
• Like to blend cultures
• Focused on preserving their heritage
• Embrace diversity
• 49% 2nd generation
• 29% 1st generation
• 22% 3rd generation
• Fluent in both languages
• Use of English or Spanish is highly situational
HERITAGE KEEPERS (Bicultural A)
+/-
SAVVY BLENDERS (Bicultural B)
SOURCE: Nielsen-Culturati Hispanic Segmentation. September, 2015.
• BASED ON ATTITUDES AND VALUES
• BEYOND LANGUAGE & DEMOGRAPHIC DATA
U.S. HISPANIC SEGMENTATION

15. AMERI-FANS (Culturally American)
SOURCE: Nielsen-Culturati Hispanic Segmentation. September, 2015.
PROGRESSIVE
• Diluted Hispanic heritage
• Closest to average mainstream consumer
• 82% 2nd and 3rd generation
• Prefer to speak in English
• BASED ON ATTITUDES AND VALUES
• BEYOND LANGUAGE & DEMOGRAPHIC DATA
U.S. HISPANIC SEGMENTATION
+

16. Consultancy:
Support on top-level consumer research to
connect your brand with Hispanic segments.
Agency of Record:
Turn-key solutions for all your marketing needs on
a retainer or project-by-project basis.
Cultural Competency:
Diagnostics and training on your company’s level
of immersion in Hispanic culture.
Interagency Collaboration:
Work together with your General Market agency
to develop marketing strategies that will resonate
with Hispanics.
PARTNERSHIP BENEFITS
WE ADAPT TO YOUR SPECIFIC NEEDS

17. 1. Offline
5407 N Mesa St. Floor 2
El Paso, TX. 79912
P: (915) 581-7900
F: (915) 581-0087
2. Online
culturespanmarketing.com
E-mail us
Like us on Facebook
Let’s connect on LinkedIn
CONTACT

18. THANK
YOU