The Axis Agency Marks 20 Years of Culture-Inspired Marketing That Moves People and Brands

Twenty years a,er redefining what it means to market through culture — and five years after dives9ng from Interpublic Group  — The Axis Agency is celebrating a major milestone: two decades of translating cultural fluency into measurable impact for some of the world’s most recognized brands.

From healthcare to automotive, government, consumer goods, and nonprofits, AXIS has helped brands connect authentically with America’s increasingly diverse audiences — and deliver bottom-line results. The agency’s work includes the award-winning “Gracias Mamá” campaign for The Clorox Company (Multicultural Marketing Campaign of the Year), groundbreaking diversity and recruitment work for the U.S. Army, and enrolling more than 1.4 million Californians in health insurance through Covered California. In the process, AXIS has earned more than 80 industry awards for crea9vity, innova9on, and campaign effec9veness.

“Demographic lines haven’t just blurred — they’ve dissolved,” said Armando Azarloza, CEO and co-founder of AXIS. “The niche has become mainstream. Today’s consumer expects authenticity, relevance, and truth. AXIS helps brands thrive at the intersec9on of culture, community, and commerce — where real growth happens.”

At the core of AXIS’ success is a fully bilingual and bicultural team of strategists, creatives, data scientists, and storytellers with an average tenure of 8.5 years — a rare level of con9nuity in the industry. Rather than chasing cultural trends, AXIS lives at the center of them, helping clients anticipate shifts in identity, language, and lifestyle to build stronger, more meaningful brand connections.