U.S. HISPANIC
Carla Urdaneta from Fluent360: “Multicultural creativity it’s about translating our humanity”
Liz Unamo| 21 de noviembre de 2025
Carla Urdaneta
Carla Urdaneta, Senior Copywriter at Fluent360, is redefining how brands connect with diverse audiences. With a career highlighted by campaigns for clients like McDonald’s, Wells Fargo, Kaiser Permanente, and Miller Lite, Urdaneta has successfully transformed cultural sensitivity into business results and recognition, earning accolades at competitions such as Cannes Lions and the Clio Awards.
The creative, originally from Maracaibo, Venezuela, emphasizes that her role extends beyond mere copywriting. “My role is that of a creator, but also that of a translator of emotions. Multicultural advertising has evolved tremendously: it’s no longer just about speaking Spanish or showing a Latino family on screen, but about reflecting the realities, aspirations, and contradictions of the diverse communities that make up the United States.”
Urdaneta stressed the importance of authenticity and social purpose in the new era of advertising. “Every campaign I touch carries the responsibility of representing the multicultural market with respect and depth. I don’t just write to sell; I write to redefine how others see us and how we see ourselves. The multicultural advertising of the future —and the one we are already building— is inclusive not out of obligation, but out of conviction.”
Reflecting on her cultural influences, the executive highlighted that her Venezuelan roots provided a community-oriented perspective to her creative process. “Maracaibo taught me that creativity is not a luxury, it’s a way of life. I come from a city where humor, music, and wit are part of the everyday language. That blend of rhythm and warmth seeped into the way I write. My creative process always starts from collective feeling. Latinos think in plural, we feel in community.”
The creative cited her work with non-profit organizations like Feeding America as a turning point in her career. “With Feeding America ‘The Full Effect’, we had the opportunity to rewrite the conversation about hunger. We showed that hunger is not just a statistic, but a chain of effects that impacts the health, education, and future of communities. My role was to create a language that conveyed urgency, but also hope.”
Regarding her distinct vision in a competitive industry, Urdaneta highlighted the importance of vision over execution. “I believe what distinguishes me is that I don’t think in campaigns, but in concepts that leave a mark. Execution is important, but vision is what endures. For me, every idea must have an emotional truth and a social purpose, even if small. My work seeks to connect a brand’s message with people’s sense of belonging.”
Finally, Urdaneta celebrated her identity as a professional and cultural asset. “My identity is my starting point. Being from Maracaibo gives me a voice that is unafraid to speak clearly, nor to provide warmth. Creativity doesn’t need neutrality, it needs presence. Every campaign I manage to make transcend not only carries my name, but also carries the echo of where I come from.”
