• by Larissa Faw , May 4, 2015

As advertisers increasingly seek multicultural expertise, Austin-based creative shop GSD&M is teaming with another Austin-based shop LatinWorks to launch Sibling, a new agency focusing on the “evolving American mainstream."

This integrated creative and media agency with a multicultural DNA will be led by executive creative director Rafael Serrano. LatinWorks' cofounder Alejandro Ruelas and GSD&M CEO Duff Stewart will also provide leadership support and guidance.

“The evolution of the marketplace demands a new marketing approach,” said Ruelas. “American culture has been changing in dramatic fashion, becoming much more global and reflecting the influence of younger, more multicultural people. Sibling will help brands to effectively navigate this new environment.”

The agency plans to implement a new strategic model to reach an audience that "defies traditional convention and is strongly influenced by its multicultural heritage," the agencies say. "Sibling’s unique approach will help drive growth for progressive client brands who each have their own unique and evolving audience within the total market itself." 

Sibling launches with clients Popeyes Louisiana Kitchen and Southwest Airlines.

“The Sibling team’s refreshing perspective and drive to collaborate upfront resulted in more targeted communications elevating our brand leadership,” said Helen Limpitlaw, director, brand communications for Southwest Airlines. “The multicultural audience presents a great growth opportunity for Southwest, so leveraging the expertise of Sibling and our longtime partner GSD&M will prove to be an invaluable offering for our brand.”

Both agencies have worked side by side informally for years across many clients. "It was the right time to come together to create a solution that responds to the seismic changes in the consumer landscape that are being driven by the multicultural population in the U.S.,” says Stewart. 

Both LatinWorks and GSD&M are part of Omnicom.