Plastilina takes shape in Los Angeles.

Based in Santa Fe Springs, California, Plastilina (Spanish for “play dough”) is a new Latino-focused, lifestyle marketing communications agency that delivers top-shelf creativity and targeted, actionable strategies designed to reach “New Generation Latinos.”

“Young, bicultural and bilingual Latinos represent the fastest growing segment of both the overall Latino and U.S. youth populations,” says Bryan Garcia, co-founder and President of the agency. He adds, “Their influence on the Latino community at large, and the entire U.S. population for that matter, is already being felt. In many ways, they’ve become the “holy grail” for many marketers looking to grow their sales from Latinos today and into the future.”

“We’re one of the few agencies in the country that specialize in partnering exclusively with brands interested in establishing genuine and relevant ties with this important consumer segment,” adds Ricardo Aranda, or simply “Pekas” as people know him, the agency‚s co-founder and Chief Creative Officer. He adds, “We know that these consumers are increasingly advertising adverse, that’s why we intend to offer clients out-of-the-box ideas that will connect with this segment on a level that seems to resonate most with them- their lifestyles. And, it doesn‚t hurt that we reflect the very target that we‚re after!”

Garcia and Aranda believe that “Next Generation Latinos” have largely been ignored in the past because most Latino agencies have been too focused on a language vs. cultural relevance-based approach, or in helping brands reach more unacculturated, Spanish-dominant Latinos. “This is no longer simply about language or culture, but instead about using powerful, multi-dimensional consumer insights to connect with an increasingly influential and affluent segment that‚s clamoring for brands to recognize their unique lifestyles and entertainment needs,” insists Garcia.

The agency has developed several proprietary tools, which they assure are going to deliver both results and lots of fun for their clients in the process. They noted “Plastilina Full Color, Pound-for-Pound Thinking,” “Plastilina Benchmarks,” “Plastilina Playpen” and “Plasti-Interactive,” among others.