LOS ANGELES – FEBRUARY 2, 2022 – The MRKT, the multicultural marketing and communications arm of Terry Hines & Associates, today announced that it has expanded its suite of capabilities with the formation of two all-new divisions, specializing in influencer marketing and marketing/communications reaching Asian Americans and Pacific Islanders (AAPI).
“Our commitment to advocating for and creating marketing solutions to better understand and appeal to the ever-changing diverse U.S. consumer has always been at our core,” said The MRKT Executive Vice Presidents Bree Bosselmann and Venessa Fraguio in a joint statement. “Our new divisions and experts allow us to provide our clients much-needed strategic insights and access to the influential AAPI and creator communities while ensuring our campaigns are more holistic and have the best opportunities for impact.”
The creation of the AAPI Division was born out of The MRKT’s recognition of the increasing influence of Asian Americans as the fastest-growing ethnic segment at a time when entertainment companies and brands are looking to better serve diverse communities. The division is led by Diane Nguyen, who recently joined The MRKT from AAPI Marketing agency, IW Group Inc., where she spearheaded the groundbreaking PR campaign for Warner Bros. Pictures’ 2018 box-office smash Crazy Rich Asians. Driven by her expertise, the team will focus on providing high-level strategies and campaigns that tap into Asian-American and Pacific Islanders’ driving force as cultural influencers and powerful consumers, as well as developing messaging to reach this diverse community, spanning the languages and cultural traditions of more than 40 different ethnicities to ensure authentic representation.
Study on the Current Financial State of the U.S. Latino Community Released by mitú and The MRKT
LOS ANGELES, CA – May 5th, 2022 – Leading Latino digital media company mitú, in partnership with premier multicultural marketing and communications agency The MRKT, released today the second edition of the mitú InTell Series of studies focusing on the current financial state of the US Latino population. Some of the discoveries indicate that Latinos lead in certain aspects when compared to the general population, such as in the use of financial technology and in the early adoption of cryptocurrencies and NFTs but fall behind in other aspects including home ownership and in the use of banking products and services.
For more key insights and to read the full study, visit: http://mituintell.mitunetwork.com.
The MRKT Expands Capabilities with Formation of Integral AAPI and Influencer Marketing Divisions
LOS ANGELES – FEBRUARY 2, 2022 – The MRKT, the multicultural marketing and communications arm of Terry Hines & Associates, today announced that it has expanded its suite of capabilities with the formation of two all-new divisions, specializing in influencer marketing and marketing/communications reaching Asian Americans and Pacific Islanders (AAPI).
“Our commitment to advocating for and creating marketing solutions to better understand and appeal to the ever-changing diverse U.S. consumer has always been at our core,” said The MRKT Executive Vice Presidents Bree Bosselmann and Venessa Fraguio in a joint statement. “Our new divisions and experts allow us to provide our clients much-needed strategic insights and access to the influential AAPI and creator communities while ensuring our campaigns are more holistic and have the best opportunities for impact.”
The creation of the AAPI Division was born out of The MRKT’s recognition of the increasing influence of Asian Americans as the fastest-growing ethnic segment at a time when entertainment companies and brands are looking to better serve diverse communities. The division is led by Diane Nguyen, who recently joined The MRKT from AAPI Marketing agency, IW Group Inc., where she spearheaded the groundbreaking PR campaign for Warner Bros. Pictures’ 2018 box-office smash Crazy Rich Asians. Driven by her expertise, the team will focus on providing high-level strategies and campaigns that tap into Asian-American and Pacific Islanders’ driving force as cultural influencers and powerful consumers, as well as developing messaging to reach this diverse community, spanning the languages and cultural traditions of more than 40 different ethnicities to ensure authentic representation.
The all-new Influencer Marketing division is led by Shawn Savage Jaramillo, who came to The MRKT in 2021 with over 10 years of influencer and social media marketing experience, spanning both entertainment and consumer brands, and Misha Lightner, a seasoned influencer specialist who has spearheaded impactful influencer initiatives for AT&T’s “Dream in Black” and McDonald’s “Black & Positively Golden” throughout her extensive career in the space. With their combined leadership, the two oversee a dedicated influencer team working with influencers, content creators, and celebrities, at both the macro and micro level, to develop strategies and content that maximize reach and cultural relevance across various social platforms for the agency’s entertainment and brand campaigns. Recent campaigns include a series of Influencer Watch Parties for Prime Video’s original series Harlem, and a tastemaker launch party celebrating the release of NBC’s new series Grand Crew.
Prime Video’s original series Harlem, and a tastemaker launch party celebrating the release of NBC’s new series Grand Crew.
The newly formed groups join The MRKT’s existing targeted divisions that focus on Latinx marketing/communications, African-American marketing/communications and multicultural social media/creative marketing. Savage Jaramillo and Nguyen will report to Bosselmann, Fraguio, and The MRKT President Marcos Barron.
Founded in 2004, The MRKT is a brain trust of multicultural marketers who utilize their cultural knowledge and insights into the latest consumer trends, to create emotion-led narratives that connect organically with diverse communities. Birthed out of a need to groom and seed more marketers of color into the industry, The MRKT was created with a mission to both incubate new multicultural talent to become decision makers in the field, and to garner greater access and opportunities for journalists and communities of color. Almost two decades later, The MRKT has grown to a full-service marketing consultancy and communications firm working with some of the biggest brands and entertainment companies in the world, helping tell their stories to diverse audiences nationwide.
For more information on THE MRKT, visit www.mrktco.com or contact info@mrktco.com.