The U.S. Hispanic community has significant spending power, giving it a clear impact on the country’s society and industry. They are not just a sub-segment of a target audience, but a driving force in the U.S. economy.

U.S. Hispanics buy brands that empower their cultural relevance.

Corporations have to be more strategic in their approach. They need to cultivate a deep understanding of the customer base they serve, because the one-size fits all approach is outdated.

Supporting the community is not good enough. For some companies, community outreach is their U.S. Hispanic market effort for the year, when it should be an integral part of ongoing marketing efforts.

Companies need the right help to succeed. Having a strong U.S. Hispanic marketing firm or consultancy is a must, as understanding Hispanic culture is key to a successful communication strategy for this community. This kind of firm can offer smart, effective solutions to help engage and genuinely connect with this market.

Corporations have to be more strategic in their approach. They need to cultivate a deep understanding of the customer base they serve, because the one-size fits all approach is outdated.

AUTHORS

Pete Brodnitz.

Founder and President of Expedition Strategies. Pete brings more than 25 years of strategic research experience to his clients, which includes thirteen presidents and prime ministers on four continents, U.S. domestic political leaders at all levels, Fortune 500 companies, and leading advocacy and nonprofit institutions. Pete received an M.A. from the University of Pennsylvania’s Annenberg School for Communication after earning his B.A. in Government from Clark University. He regularly lectures at both the University of Pennsylvania and George Washington University on how behavioral economics concepts can be used to craft effective campaign messages. He is a member of the American Association of Political Consultants and the International Association of Political Consultants

[email protected]

Pete Brodnitz.

Founder and President of Expedition Strategies. Pete brings more than 25 years of strategic research experience to his clients, which includes thirteen presidents and prime ministers on four continents, U.S. domestic political leaders at all levels, Fortune 500 companies, and leading advocacy and nonprofit institutions. Pete received an M.A. from the University of Pennsylvania’s Annenberg School for Communication after earning his B.A. in Government from Clark University. He regularly lectures at both the University of Pennsylvania and George Washington University on how behavioral economics concepts can be used to craft effective campaign messages. He is a member of the American Association of Political Consultants and the International Association of Political Consultants

[email protected]

Alejandro Romero.

Managing Partner and CEO for Latin America

Since 1998, Romero has led the company’s expansion process in the Americas, opening operations in Peru, Argentina, Colombia, Panama, Ecuador, Mexico and, four years ago, Miami. He has also led communications for three of the 10 largest M&A processes in the Region: The sale of BellSouth to Telefonica Group, SABMiller’s acquisition of Bavaria Group, and the sale of Financial Group One to Citibank. In 25 years, he has managed to position LLYC as the leading communications network in Latin America.

[email protected]

Alejandro Romero.

Managing Partner and CEO for Latin America

Since 1998, Romero has led the company’s expansion process in the Americas, opening operations in Peru, Argentina, Colombia, Panama, Ecuador, Mexico and, four years ago, Miami. He has also led communications for three of the 10 largest M&A processes in the Region: The sale of BellSouth to Telefonica Group, SABMiller’s acquisition of Bavaria Group, and the sale of Financial Group One to Citibank. In 25 years, he has managed to position LLYC as the leading communications network in Latin America.

[email protected]a.com

Juan Felipe Muñoz.

CEO for LLYC USA, managing the firm’s offices in Miami, Washington D.C., and New York.

Prior to joining LLYC, Muñoz had a long track record of implementing value creation through branding, marketing, and communications. He has assisted various companies, politicians and CEO’s in repositioning their decades-old brands using new media and digital analytics.

In 2012, Muñoz became the youngest member of the cabinet of Nobel Laureate Juan Manuel Santos of Colombia, serving as the president’s senior communications adviser. He designed the digital strategy for the president, his cabinet, and the FARC peace process while advising the government on how to position the country internationally to attract foreign investment as the civil conflict drew to a close. He also advised the Mexican government on the country’s global brand, helping it overcome different challenges.

Muñoz started his career at Santander Bank, later working with Violy McCausland investment banking firm in New York before pivoting to branding and communications. He received an MBA from the Kellogg School of Management at Northwestern University and a Master in International Affairs from Columbia University. He studied quantitative economics at Universidad de los Andes and at The London School of Economics.

[email protected]

Dario Alvarez.

Executive Director Miami

Dario Alvarez is a communications professional with over 20 years of experience in diverse industries and environments, ranging from entrepreneurial start-ups to multinational oil & gas firms, to the Canadian Federal Government. Throughout his career, Dario has been fortunate enough to represent his employers in more than 25 countries worldwide, which has allowed him to gain a global perspective with a local focus.

Dario earned his master’s in Communications from the University of Alberta. In addition, he earned degrees (with honors) in Political Science – International Relations and History – U.S. and Latin America) from the University of Calgary. He also studied Law at Los Andes University in Bogota, Colombia, and has completed Executive Education from MIT.

[email protected]

dario

Juan Felipe Muñoz.

CEO for LLYC USA, managing the firm’s offices in Miami, Washington D.C., and New York.

Prior to joining LLYC, Muñoz had a long track record of implementing value creation through branding, marketing, and communications. He has assisted various companies, politicians and CEO’s in repositioning their decades-old brands using new media and digital analytics.

In 2012, Muñoz became the youngest member of the cabinet of Nobel Laureate Juan Manuel Santos of Colombia, serving as the president’s senior communications adviser. He designed the digital strategy for the president, his cabinet, and the FARC peace process while advising the government on how to position the country internationally to attract foreign investment as the civil conflict drew to a close. He also advised the Mexican government on the country’s global brand, helping it overcome different challenges.

Muñoz started his career at Santander Bank, later working with Violy McCausland investment banking firm in New York before pivoting to branding and communications. He received an MBA from the Kellogg School of Management at Northwestern University and a Master in International Affairs from Columbia University. He studied quantitative economics at Universidad de los Andes and at The London School of Economics.

[email protected]

Mercedes de la Guardia. 

Manager – Deep Digital Business and Special Projects

De la Guardia has worked for several presidential campaigns, as well as multinational organizations such as the UN and WTO in Geneva, Switzerland.

Her last position was as director of Strategic Communications for MIT Analytics LLC, a pioneer in big data and cybersecurity for crisis management and communication strategy development. At LLYC, de la Guardia has led various projects for major institutions such as the World Bank and National Energy Secretariat, among others.

She has a degree in Law and Political Science, as well as a master’s in Political and Corporate Communication from the University of Navarra. She has completed several courses in neuromarketing, social influence, communication in times of turbulence, and political management from the George Washington University, as well as one in marketing analytics from the Wharton School of Business.

[email protected]

Mercedes de la Guardia. 

Manager – Deep Digital Business and Special Projects

De la Guardia has worked for several presidential campaigns, as well as multinational organizations such as the UN and WTO in Geneva, Switzerland.

Her last position was as director of Strategic Communications for MIT Analytics LLC, a pioneer in big data and cybersecurity for crisis management and communication strategy development. At LLYC, de la Guardia has led various projects for major institutions such as the World Bank and National Energy Secretariat, among others.

She has a degree in Law and Political Science, as well as a master’s in Political and Corporate Communication from the University of Navarra. She has completed several courses in neuromarketing, social influence, communication in times of turbulence, and political management from the George Washington University, as well as one in marketing analytics from the Wharton School of Business.

[email protected]

Carolina Schurmann Barrionuevo.

Junior International Affairs Account Executive at LLYC

[email protected]

Carolina Schurmann Barrionuevo.

Junior International Affairs Account Executive at LLYC

[email protected]

Patricia Martinez de Aragon.

International Affairs Intern

[email protected]

Patricia Martinez de Aragon.

International Affairs Intern

[email protected]

Andres Felipe Joseph Morales.

Junior Account Executive in Training at LLYC

[email protected]

Andres Felipe Joseph Morales.

Junior Account Executive in Training at LLYC

[email protected]

DESIGN TEAM

Gustavo Rodríguez.

Art Director at LLYC

[email protected]

Gustavo Rodríguez.

Art Director at LLYC

[email protected]

Adriana Sandobal.

Senior Designer at LLYC

[email protected]

Adriana Sandobal.

Senior Designer at LLYC

[email protected]