Bicultural Nuance 

Years ago, we sat in a room with copywriters from four different Spanish-speaking countries, hammering out a single line of copy for a Pepsico CPG campaign. It took the better part of an hour because understanding the nuance of a language matters.

A phrase that lands perfectly in Mexico can fall flat, or worse, offend, in Puerto Rico or Argentina.

As multicultural agency we knew that "Hispanic marketing" isn't one audience speaking one language. It's dozens of cultures, dialects, and histories, and treating them as a single market is how brands end up in trouble.

Have cultural intention: bring bicultural, in-market voices into the room early, and let them shape the idea. The best campaigns for multicultural audiences aren't built once and localized after. They're built with the cultures they're speaking to, from the start.