Phelps Total Market formed to answer needs of Changing Marketplace.

The former leaders of Anita Santiago Advertising and several associates from The Phelps Group have joined forces to create Phelps Total Market LLC (PTM), a new women- and minority-owned entity (WMBE and MBE) positioned to deliver comprehensive marketing communications that address ethnic groups as a growing majority of consumers of the general market.

“In the new America, where it’s perfectly natural to wrap chicken teriyaki in a corn tortilla, we must change the way we’re appealing to minorities. That’s what PTM is all about,” said Francisco Letelier, a creative director and one of the five founding members. “The growth and cultural importance of minority communities has impacted marketing in the U.S., and we are addressing those market changes.”

PTM will provide multicultural communication services by drawing on the expertise of veteran minority marketers, as well as the resources of The Phelps Group.

“Reaching out to minorities beyond just language in a culturally meaningful way is no longer a secondary priority for most companies,” said Sofía Escamilla, former media director at Anita Santiago Advertising and a PTM partner. “We will plan and prioritize ways to reach those most likely to buy the product or service — regardless of ethnicity. We’re not incentivized to recommend one target over the other. We just want to deliver the best ROI for our clients.”

“We’re committed to growing our clients’ businesses, while helping minority professionals reach their potentials. We’re eager to participate in important public and other non-profit initiatives. If we care for our clients and the communities we serve in the most effective way, we’ll grow, too,” said Escamilla.