Through our ideas, we will inspire and empower Latina women to make the right choices in the context of the many cultural currents that impact her decisions today.

In a highly specialized U.S. ad industry, most agencies are really, generalists. They target the “general” market. Or, they fold all non-Anglo Saxon whites under the “multicultural” blanket. Even those that specialize in the U.S. Hispanic market are mostly mass-targeting total Hispanics with 360-degree programs that aim to reach everyone, everywhere, through all forms of media but predominantly, traditional mass media.

Fast forward. The world has changed. And so, the way you go to market must change if you are to reap the true potential of the Hispanic market, the fastest growing consumer segment in the U.S.

To win, you must target Latina women because as decision-makers, influencers and trend setters they hold the key to the $1.3 trillion in household buying power expected by 2013 among Hispanics. And, you must break away from the old-school, conventional thought that segments the U.S. market by language & origin in favor of mind-state & cultural segmentation.