Fineman PR launches Mosaico.

Fineman PR announced the launch of Mosaico, the agency’s newly branded and growing Latino and multicultural communications practice. The branding of the agency’s three-year-old multicultural practice comes in response to growing interest in culturally relevant communications and to help mark the agency’s 20th anniversary. Agency President Michael Fineman, who founded Fineman PR in 1988, named Juan Lezama as Mosaico director.

Services offered by Mosaico include Brand PR, crisis communications, community relations, cause marketing and media training.

Mosaico’s first new client is Xoom Corporation, an internet-based global money transfer company servicing more than 30 countries, for a campaign publicizing the company’s expansion of services to Mexico. Fineman PR has offered Latino and multicultural PR under its general market brand since 2005, with clients including Foster Farms, The First American Corporation, the Latina Breast Cancer Awareness Agency, Latino Community Foundation and Sequoia Healthcare District.

“Differentiating our capabilities with the Mosaico brand provides us with a strong platform to showcase our strength in and commitment to this practice, and emphasizes the specialization of our talented, diverse and multilingual staff,” said Fineman.

“With U.S. Hispanic purchasing power reportedly surging to nearly $870 billion in 2008 and projected to reach as much as $1.3 trillion by 2015, companies are realizing that the multicultural arena can no longer be ignored or simply addressed with inadequate ‘translation-only’ services,” added Lezama. “We work with clients to develop communications that are compelling specifically to these dynamic markets.”