Horizon Media is launching a new bilingual multicultural social practice with a focus on six key areas: social intelligence, authentic conversation, influencer marketing, paid amplification, reputation management and content. Although multicultural in design, the specialty unit will have a strong focus on Hispanic consumers.
"This new capability is a way for us to expand the existing Spanish language paid social media work we have executed for clients for example, into a more robust portfolio of multicultural social services," says Pedro L. Rodriguez, director, social strategy and influence, Horizon.
The New York-based team will be led by Karina Dobarro, VP, managing director and Rodriguez who will oversee 30 staffers - including six bilingual specialists. This unit will be fully integrated within the agency’s larger planning teams to strategically leverage social media content and learnings for integrated media campaigns across the organization, per the agency.
Horizon Media has a large Hispanic media offering and the multicultural market currently accounts for 40% of the U.S. population.
“Engaging this coveted segment requires authentic social content that is inclusive, in-culture and often in-language," says Dobarro. "We recognize the untapped potential of this multicultural audience of ‘super-users,’ and will launch our multicultural social practice to efficiently reach this group in impactful ways on behalf of our clients.”