Elasticity Launches Multicultural Practice

Targeted outreach to the U.S. Hispanic market is essential for brands seeking to truly connect with the second-largest ethnic group representing a purchasing power of $3 trillion, as reported by the Latino Donor Collaborative.

Jackeline Stewart-Hawkins has joined BCW as executive VP and leader of its polycultural consulting unit.

Gen Z Latinos are on their way to becoming the main engine of population and economic change in the U.S. within the next decade. Communicators are taking notice.

The Axis Agency, which launched in 2005 as Weber Shandwick’s multicultural marketing unit, is now an independent and minority-owned shop as CEO Armando Azarloza and COO Carmen Lawrence have acquired the brand from Interpublic.