“It dawned on us we have barely scratched the surface to do the same [kind of work] in our own backyard, for our own community,” Vega said. “It’s a mix of answering a calling to lift our community and continue to build a legacy for us and the brands we work for. It is not about targeting, but rather elevating our Latino community through the work we do for the brands that trust us.”
Vega said the “total market” strategy of taking a one-size-fits-all approach to U.S. Hispanic consumers is oversimplified and has failed brands. Creyentes will dig deeper, he said.
“It is far more nuanced, interesting and powerful than a segment,” he said. “It does not matter which category or service you are in, Latinos are the most important source for growth in the next couple of decades and the biggest booster for a minority-majority American reality in key cities across the U.S. Brand leadership really has no option. The future of their business depends on getting this right.”
The agency’s creative chops, and the consulting and client-side backgrounds of its leaders, “will give [brands] peace of mind as we crack the Latino code together with work we continue to believe in,” Vega added.
“This is a full-circle moment in my career,” said Loaiza. “When Marco and Gus approached me with the opportunity, I instantly knew there is no player like us in the multicultural space right now to unlock the power of creativity with robust Latino-led business strategies.”