Integrated communications firm Elasticity (GoElastic.com) — which works with brands and organizations including Fireball Whisky, Cox Communications, Enterprise Rent-A-Car, the State of Missouri, the U.S. Navy and others — today unveiled Elasticity Multicultural,, a new practice group led by award-winning Hispanic marketing veteran Alejandro “Alex” Duplan.
Working from the agency’s new Dallas-area office, Duplan brings two decades of multicultural marketing experience gained from working with agencies Ogilvy México, Dieste and Richards/Lerma, where he guiding marketing initiatives for Kraft Foods, Pepsi, Levi’s, Pizza Hut, Avocados From Mexico, Jose Cuervo, Nissan, Bud Light, Gatorade, and Mattel, among others.
“There’s tremendous opportunity today for brands of all shapes and sizes to reach and engage Hispanic consumers in the U.S.,” said Duplan, who in in 2005 was nominated as best creative director in the U.S. “But it’s not as simple as translating English language content to Spanish. You must understand how to decode the diverse cultural nuances of today’s increasingly complex and digitally savvy Hispanic consumer.”
As of 2014, more than 55 million Americans identify as Hispanic — that’s nearly 20 percent of the overall U.S. population and more than double the 1990 U.S. Census numbers. In 2015, the buying power of the Hispanic market reached more than $1.5 trillion — or twice the purchase power in 2010.
“We’re thrilled to add a creative strategist like Alex, who has such a deep understanding of Hispanic consumers,” said Elasticity Partner Brian Cross, who co-founded Elasticity in January 2009 and now leads the firm along with fellow former ex-FleishmanHillard executives Andrew Barnett and Aaron Perlut. “By pairing his leadership, experience and depth of understanding with our analytics-based approach to digital brand marketing, we can broaden our offering and add greater value to current and prospective clients alike.”
Headquartered in St. Louis with offices in Louisville, Chicago, Dallas and Connecticut, Elasticity is an integrated marketing and content agency with delivering capabilities that span earned, owned and paid media channels. Having created award-winning campaigns on behalf of H&R Block, Charter Communications and the Regional Arts Commission (among others), the agency excels in digital, social, influencer, search and content marketing, all of which is augmented by media relations, strategic paid media management and data analytics.