Rauxa Rojo expands.

Rauxa, an integrated one-to-one marketing agency headquartered in Orange County, Calif., announced the growing demand for its multicultural practice, Rauxa Roja.

Rauxa has placed greater focus on its Roja group to serve the emerging needs of ethnic markets on behalf of its clients. Rauxa has assigned greater creative and data resources specifically to multicultural strategies within its Rauxa Roja division.

“From a marketing perspective, the Census has great potential for underscoring the significance of multicultural audiences,” stated Ricardo Quayat, Executive Creative Director, Rauxa Roja. “For years, Hispanics have been undervalued; the Census has an important role in casting a new light on the relevance of this segment. We predict that Census results will prompt marketers to do more, from better distinguishing audience behaviors and purchasing preferences to aligning brands with the resulting demand for pertinent content. Our multicultural focus and proven expertise give our clients the advantage in engaging this emergent audience today.”

“Today’s successful multicultural marketing efforts go well beyond translation. Culturally relevant messaging connects with Hispanic consumers, creating the value and legitimacy that lead to brand adoption and loyalty,” added Quayat. “This connection can be more closely attained by recognizing media usage patterns and attitudes within the American environment and Latino identity. That awareness points to a deeper, more comprehensive segmentation model around race/ethnicity and lifestyle orientation. With a clearer understanding comes a greater ability to listen to how these segments wish to be treated.”