mario ga
Horizon Media, the 7th largest U.S. Hispanic Media Agency according to Advertising Age, announced the launch of a multicultural social solution to help the agency’s clients maximize brand influence through organic engagements, influencer relationships and strategic paid media within the multicultural space. This practice will be led by Karina Dobarro, VP, Managing Director, and Pedro Rodríguez, Director, Social Strategy and Influence, at Horizon Media. “Young multiculturals are an empowered segment driving innovation and growth across a multitude of social platforms. Engaging them requires authentic social content that is inclusive, in-culture and often in-language. We will launch our multicultural social practice to efficiently reach this group in impactful ways on behalf of our clients” expressed Dobarro. “The multicultural market, which currently accounts for 40% of the U.S. population and growing according to the Census, will continue to drive consumer growth” said Rodríguez. “Our goal is to enable our clients to connect with the array of multicultural communities through authentic conversations to increase awareness, consideration, advocacy and loyalty. This way we can expand the existing Spanish language paid social media work we have executed for clients, into a more robust portfolio of multicultural social services” he added. According to Rodríguez, the great thing about social media is that it allows rapidly testing and learning through audience interactions and insights and enables the development of strategies that in turn lets them give their clients recommendations to drive product and service innovation from the ground up.
