MDC Partners Launches New Multicultural Agency
Renowned bilingual, multicultural marketing communications executive tapped to lead Cultura United Agency MDC Partners today announced the formation of Cultura United Agency a new cross-disciplinary marketing firm uniting specialized full-service advertising and public relations expertise with deep insights across Hispanic, African American and Asian audiences. MDC, in partnership with Doner, has structured Cultura United Agency to help marketers and agencies effectively communicate and elevate brands in today’s increasingly multicultural marketplace. It has recently won business across categories including retail, beauty and cosmetics, working with clients such as JCPenney and JAFRA Cosmetics International. Based in Los Angeles, Cultura United Agency is headed by Anita Alban Gastelum. “No matter what your business, success depends on developing smart, authentic and culturally attuned relationships with the multicultural consumer,” said Miles Nadal, Chairman and CEO of MDC Partners. “Marketers can no longer deny that today’s consumer audience is a multicultural one, and Cultura United Agency’s understanding of the trends driving purchasing decisions allows brands to extend the reach of their communications, generate new revenue streams, and deliver greater return on marketing investment.” With over two decades of experience in agency management and U.S. Hispanic advertising and marketing communications leadership, Gastelum is responsible for managing the vision and operations of Cultura United Agency. Prior to launching the agency, she
Communications, the Hispanic unit of TBWA. “In order to maximize opportunities with both multicultural and general marketing audiences, it’s important that we have a modern approach to multicultural advertising by focusing on the total market,” said David DeMuth, co-CEO and President of Doner. “By bringing the highest caliber of strategic thinking and creative execution to the multicultural space, Cultura United Agency provides new occasions for brands to engage with consumers.” During her career, Gastelum has established a successful track record in developing and launching integrated marketing campaigns across various categories including entertainment, consumer packaged goods, automotive and spirits, among others. Under her leadership, her teams have produced award-winning integrated marketing campaigns for prominent brands such as Absolut Vodka, Mattel Inc., Bacardi, Nintendo of America and Lincoln Motor Company. She was awarded a Silver Effie for her work on Lincoln Mercury’s Hispanic campaign “The People Who Move California.” “Cultura United Agency is designed to help brands create relevance and achieve authenticity in the real world with an inclusive and interconnected approach that closely aligns brands with culture,” said Gastelum. “We aim to transform the perception of multicultural marketing by working side-by-side with brands and agencies and by using our collective resources to efficiently and creatively bring marketing programs to multicultural and general audiences. Our dynamic and diverse team believes that creating powerful brand resonance delivers results and generates superior returns on marketing investment for clients.” Cultura United Agency brings the superior creativity of MDC’s award-winning agencies to the multicultural space, giving clients access to the sophisticated expertise and innovative approaches necessary to solve their business challenges.