Renowned bilingual, multicultural marketing communications executive tapped to lead Cultura United Agency
NEW YORK & DETROIT, May 21, 2015 – MDC Partners today announced the formation of Cultura United Agency (http://www.culturaunitedagency.com), 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 Albán 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 was a key member of the executive leadership team at IPG’s multicultural agency Axis for 10 years. Early in her career, Gastelum served as vice president/regional director for Fleishman Hillard’s Hispanic group, FH Hispania. Her love for Hispanic advertising and marketing started at two boutique Hispanic advertising agencies – Cruz/Kravetz:IDEAS and Enlace 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.
About MDC Partners Inc.
MDC Partners is one of the world’s largest Business Transformation Organizations that utilizes technology, marketing communications, data analytics, insights and strategic consulting solutions to drive meaningful returns on Marketing and Communications Investments for multinational clients in the United States, Canada, Europe, Asia and Latin America.
MDC Partners’ durable competitive advantage is to Empower the Most Talented Entrepreneurial Thought Leaders to Drive Business Success to new levels of Achievement, for both our Clients and our Shareholders, reinforcing the Company’s reputation as “The Place Where Great Talent Lives.”
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Doner is a full-service, performance-driven advertising agency that has built on its strong creative legacy to create a truly modern, integrated creative network with offices in Detroit, Atlanta, Cleveland, London and Los Angeles. Doner moves at the speed of business, offering true integration and total activation through proprietary tools and in-house proficiencies including a multi-platform production studio, media planning and buying capabilities, a state-of-the-art digital technology hub—the Digital Underground, and the Doner Social Currency Index—a measurement tool that tracks overall brand visibility. With over $1.5 billion in billings, Doner is a part of the MDC Partners network and serves clients including JCPenney, AutoTrader.com, ADT, FIAT Chrysler Automobiles, The Coca-Cola Company, Cox Communications, DuPont, Harman, Serta, Smithfield Foods and The UPS Store.
About Cultura United Agency
With a modern approach to multicultural marketing, Cultura United Agency thrives at the intersection of diverse cultures, societal influence and lives through the many platforms upon which we consume media. Our focus is on the true total market – Hispanic, African American, Asian and General audiences, which we place at the center of strategy and execution. We unite brands and their stakeholders with these audiences to create new occasions for brands to engage with consumers.
SVP, Corporate Communications
Michael T. Murray
Partner Communications Manager