LatinWorks, started by two Anheuser-Busch multicultural-marketing execs who had no agency experience, focuses relentlessly on understanding consumers. It's helped General Motors sell more Chevys to U.S. Hispanics, as well as turn a ridiculously tiny budget for Mars' Stkittles candy into a wacky integrated campaign that boosted sales by 8% and ran in the general market, too.
Despite a selective approach to new business, LatinWorks increased revenue 6.5% in 2011 to $23.6 million, and is the fifth-biggest U.S. Hispanic agency, according to Ad Age 's Hispanic Fact Pack. Minority-owned by Omnicom Group, LatinWorks was the most-awarded Hispanic shop at the Cannes Lions International Festival of Creativity this year, for the second time in a row.
And as the multicultural population becomes the majority in more states, LatinWorks is ready. In Texas, which is 57% multicultural, it recently won the Texas Lottery.