Havas PR North America Formalizes Havas Conexiones, Its Hispanic Marketing Offers

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Havas PR North America today formalizes Havas Conexiones, an agency within an agency that helps brands connect with Hispanics.

Havas PR North America today formalizes Havas Conexiones, an agency within an agency that helps brands connect with Hispanics. This micro con encanto—multicultural practice—is different from other Hispanic marketing offers for many reasons, with broad coverage in offices in California, New York and Texas being just the beginning. Latin is everywhere in America now; already the largest racial/ethnic group in the U.S. after Caucasian, Hispanics are forecast to become the majority in the next 25 years.

Havas Conexiones creates campaigns rooted in a deep and intimate knowledge of the Hispanic community’s traditions and values in order to develop authentic, meaningful and enduring connections between brands and consumers.

Its philosophy is rooted in the understanding of the importance of relationships within the Hispanic community. The team knows these relationships inside and out: The offer is led by five Latinas with Argentinean, Cuban, El Salvadoran, Mexican and Puerto Rican backgrounds who are best in class in their Hispanic/Latino marketing experience. They came together because they are passionate about their work and recognize the need to address Latinos in a culturally relevant way.

“Growing up with one foot in our home countries and another in the U.S. gives us automatically the ability to think empathetically like global citizens,” said Mayra Meza, Havas Conexiones Media Relations Director (Austin, Texas, office). “We factor in our deep-seated traditions with our American acculturation to homogenize the perfect fusion that we know brands seek. If we know it, we can communicate it seamlessly.”

“Latinos are influencing ‘mainstream’ trends in everything from food to fashion to technology,” said Kendra Matathia, Havas Conexiones Senior Vice President (Southern California office). “Understanding how these trends are based in the deep cultural values and traditions of communities along the border—and beyond—allows us to build long-lasting connections with Hispanic consumers.”

“Hispanic millennials are changing the way in which we communicate through social media,” said Laura Pacas, Havas Conexiones Senior Account Executive (New York City office). “They are setting the new standard for fluency in mobile technology, something that we closely examine as we develop ideas and messaging for our diverse campaigns.”

For more information about Havas Conexiones, go to havasconexiones.com. To receive a copy of Havas PR’s latest study, “Mi Casa en Los Estados Unidos: Millennials of the Border States,” which surveys 18- to 34-year-olds (Hispanic and non-Hispanic) in the four states bordering Mexico, send an email to james.mann(at)havasww(dot)com.

About Havas PR North America
As the North American earned-media and buzz boutique within French holding company Havas, we’re part of the Havas PR Global Collective. Headquartered in New York City, Havas PR North America is one of the most awarded agencies of its size in the U.S. We created PRWeek’s Multicultural Campaign of the Year for 2012 and were a finalist in 2013. For more information, go to us.havaspr.com.

About Havas Conexiones
The Hispanic-focused agency within an agency of Havas PR North America is built around the fundamental truths of the real Latin in America. Five Latinas—whose backgrounds are Argentinean, Cuban, El Salvadoran, Mexican and Puerto Rican—lead the efforts with offices in California, New York City and Texas. For more information, go to havasconexiones.com.

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Cindy Tanenbaum
Havas PR
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