MERCADEO
EFECTIVA: a new media brand from d expósito & Partners, is launched in New York City
3 de agosto de 2025
Gloria Constanza leads the launch of EFECTIVA, d expósito & Partners’ new digital-first media unit
To help clients benefit from newer, faster and more revolutionary models of media strategizing, d expósito & Partners is launching a new, digital-first, media brand — EFECTIVA. Alongside the already-existing Media Services provided by d expósito & Partners (dex), under the leadership of media guru, Gloria Constanza, EFECTIVA will add unique power and dexterity to tackle all media types from digital to conventional.
“We are excited to launch a specialized unit that will bring exceptional value to clients,” said Daisy Expósito-Ulla, Chairman/CEO d expósito & Partners. “Having our partner and Media leader, Gloria Constanza, at the helm, guarantees innovation, performance and vision,” added Expósito-Ulla. “EFECTIVA is a pearl in our offering!”
“EFECTIVA emphasizes superior optimization for clients through innovative planning and more aggressively acquisitive buying solutions, while being strategically focused on culturally relational use of data and AI tools,” said Chief Media Officer/Partner, Gloria Constanza. “By nature, we work with inherent nimbleness to implement opportunistic, mutant and irregular tactics, while devoting ourselves to better understand and succeed in the changing cross-cultural consumer landscape,” she added.
With a pluralistic not necessarily linguistic approach, EFECTIVA deploys Media Architects and Strategists who are genuinely open-minded to avoid and disregard biases, and be authentic, transparent and flexible in order to win each media environment. “EFECTIVA is set to be a branding- and-performance-led media agency, where full-funnel planning is essential in all we do, from awareness/discovery to immediate sales/conversion, having a strong understanding of retail marketing and ecommerce media as well,” says Constanza.
“We see it almost as being in the business of dexterity and agile response in order to create ‘the magic’,” said Constanza. “Magic with whatever budgetary strengths and challenges, magic beyond the latest ‘shining object’ or buzzword, magic to find the consumer in the least-expected intersection and to amplify reach while building that richness of momentum for the brand,” concluded Constanza.
At the same time, Constanza announced that Ornella Colavecchia has been named Integrated Media Director, leading all media strategy and planning efforts across EFECTIVA, while overseeing the digital practice as well. Meanwhile, Rosanna Ureña will be responsible for offline media buying and will serve as a key partner through a dotted-line collaboration.
EFECTIVA is prepared to function as a fluidly independent company of d expósito & Partners. It offers a global mindset, proven expertise and a record of successful work results for brands such as TAJÍN, NYC, McDonald’s, AARP and the U.S. Census, among others, in the U.S. Hispanic, and other Multicultural segments, as well as in the Broad Market.
d expósito & Partners, LLC (dex) is a minority-, women-owned, full-service, independent agency, with headquarters in New York City. It is celebrating its 20th Anniversary. Propelled by its moniker, The New American Agency®, it brandishes an in-culture approach solidly based on Cultural Dexterity.
