U.S. HISPANIC
d expósito & Partners unveils Cultural Dexterity positioning and its forward-thinking discourse for today’s New America
28 de octubre de 2024
Daisy Expósito-Ulla and Jorge Ulla, d expósito & Partners
In a fresh, bold move, d expósito & Partners unveiled its differentiated positioning “to help brands reach and conquer the New American Mainstream.”
Anchored in its U.S., Hispanic-centric roots, the ad agency’s innovative positioning takes into account the major economic force of the U.S. Hispanic Market — at 62M consumers with a contribution of 3.7 Trillion to the national GDP —, while ambitiously reaching far and beyond to capture a unique space in the minds of consumers and achieve success for brands in the cross-cultural intersections of a new economy.
“We are already in the future of an innovational, ultramodern economy and our Cultural Dexterity approach is one tool brands need now and moving forward in order to win all consumers,” said Daisy Expósito-Ulla, Chairman/CEO of d expósito & Partners.
“Culture is currency,” continued Expósito-Ulla. “Hispanics and multicultural consumers, of varied backgrounds, are now interacting with before-unseen fluidity and unprejudiced openness in regard to products and services. This is where culture is crucial to succeed in unraveling and resolving the complexities and turning each challenge into rich benefits for brands.”
To make its positioning public, d expósito & Partners is launching a new Website whose URL is dexposito.com. It is accompanying the launch with an ad campaign titled “No Penguins”, directing traffic to the Website.
The independent, minority- and women-owned agency, was founded in 2005. It is formed by Expósito-Ulla, who was inducted into the American Advertising Federation, AAF’s Hall of Fame, and her business- and life-partner, filmmaker Jorge Ulla; with colleagues of Daisy’s from The Bravo Group’s days — partners Gloria Constanza, Louis Maldonado, Fernando Fernández and John Ross. Paco Olavarrieta serves as Chief Creative Officer. Ben Levitt is Executive Creative Director. This year, Tony Ruiz, a known industry executive, joined the agency.
In 2008, Daisy Expósito-Ulla announced the company’s moniker The New American Agency ®. Among its clients, Tajín, the chile-based seasoning, has gained national attention. In a recent AdAge article, she referred to its success as “the Tajinization of America.” This year, the ad agency moved its NYC headquarters to Madison Avenue. In an ad referring to the move, the copy noted: “We’ve moved back to the future — to Madison Avenue, where it all started and where it all begins again.”
