PMK•BNC launches Multicultural practice

PMK•BNC announced its new multicultural practice, VOCES. The agency has appointed industry veteran Willy Villarreal as Vice President to lead the new business unit.

As multicultural marketing has increasingly become important in the popular culture landscape, clients’ needs for specialized marketing strategies that reach bicultural audiences have grown significantly. VOCES approach is rooted in research and cultural insights, and is a reflection of the shifting cultural diversity in America.

“U.S. Hispanics have a powerful voice and growing influence. With a buying power projected to be $1.7 trillion by 2019, it’s imperative for brands to engage this audience with cultural relevance, authenticity and to ‘speak’ their culture – it’s no longer just about language,” said Willy Villarreal, Vice President of Brand Marketing and Communications, PMK•BNC. “The multicultural landscape has continued to evolve and the growing Hispanic demographic in the U.S. has become more influential than ever.”

“To grow the bottom line and create meaningful impact, brands will increasingly need to integrate multicultural insights into core business strategies. It is imperative for our clients to approach their efforts through an integrated marketing lens and build programs that are culturally-relevant and tailored to their needs and desires,” said Chris Robichaud, CEO, PMK•BNC.

VOCES will have bi-coastal reach across PMK•BNC’s Los Angeles and New York City offices, with multicultural core competencies including: brand marketing and communications, content marketing, influencer marketing, Hispanic entertainment marketing, corporate communications, diversity & inclusion, research and cultural insights.