Terry Hines & Associates rebrands multicultural division

Terry Hines & Associates (THA) rebrands and unveiled its subdivisions under THE MRKT umbrella, all of which represent the different letters of the new brand, including its established Hispanic and African-American entertainment publicity practices as bookends – “Más” (formerly THAmás) and “Transform” (formerly THAurban) respectively – as well as the introduction of its two emerging groups: “Rithem” specializing in multicultural strategies/executions for consumer brands, and “Kroma,” targeting Hispanic and African-American online super consumers with in-house dedicated creative and social media teams.

All together, the one-stop multicultural shop provides a comprehensive approach to marketing to these once niche consumers, with divisions/services including:

    Más: Hispanic-targeted national and regional publicity, promotions, grassroots marketing, and brand/retail partnerships for entertainment clients
    Rithem: Multicultural marketing, public relations and communications for consumer brands
    Kroma: Full-service multicultural creative and social media shop, with in-house capabilities for broadcast/print/OOH creative, both original and transcreated, as well as social strategy, asset/content creation, influencer/content creator alignments, blogger outreach, social engagement analysis, and optimization
    Transform: African-American-targeted national and regional publicity, promotions and grassroots initiatives for entertainment brands

To further bolster the launch, THE MRKT has brought in Fred Deniz, who will serve as creative specialist for Kroma and brings more than 10 years of experience in multicultural creative development and production on over 140 films. Additionally, the company has hired Susana Núñez as account director for Rithem. She previously worked at ROX United (formerly RL Public Relations), where she led the creative development and execution of Hispanic and mainstream PR initiatives for the California Milk Processor Board (creators of the “got milk?” and “toma leche” campaigns), the National Honey Board, Wonderful Pistachios, Red Bull, and Electronic Arts (EA), among others.

“We’re very proud to unveil our new brand and its subdivisions, which we feel will provide a more comprehensive approach for our clients to reach this ever-changing influential consumer. The landscape of our nation has changed, and is continuing to morph drastically. There is no mainstream any longer, and our multicultural marketing group recognized and met the need to evolve accordingly.” stated Grant Nemirow, Owner/CEO of Terry Hines & Associates