Commentary

Orange 142 Launches Emerging Markets Council, Reaching Into Diverse Areas

Latin America has become a growth market for small and medium-sized businesses (SMBs) in 2025, prompting brands to look for ways to solve a critical challenge. They must adapt to marketing strategies and emerging technologies like generative AI.

Markets have distinct cultural differences. Other areas also hold significant opportunities.

“We are adopting our current partners in the U.S. to be more culturally relevant,” says Lindsey Wilkes, senior vice president, business development at Orange 142, a division of Direct Digital Holdings.

Wilkes says the company is not just a support for clients looking to expand into these regions into the U.S., but also U.S. companies looking to expand into these regions — all based on data seen.

Orange 142 on Monday will announce the launch of an Emerging Markets Council to focus on expanding the reach of SMBs into global markets, starting with Latin America, in Mexico and other Spanish-speaking regions.

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Wilkes will lead the council, bringing together some of the company’s Hispanic and Spanish-speaking executives to guide the initiative's direction.

The council's approach is to pay close attention to regional trends such as multigenerational travel, Gen Z consumer preferences including the strong appeal of immersive and the unique dynamic where one decision-maker often influences large family group choices.

Based in Houston, Orange 142’s Emerging Markets Council 2025 will focus on providing SMBs with tools and strategies to navigate dynamic markets, creating culturally relevant campaigns to deliver measurable results.

Orange 142 has had success in working to connect brands with Hispanic consumers in Mexico, including Travel Santa Ana. The agency has increased visibility, boosted tourism, and promoted cultural relevance.

The council's approach will pay close attention to regional trends such as multigenerational travel, Gen Z consumer preferences including the strong appeal of immersive and the unique dynamic where one decision-maker often influences large family-group choices.

Through a targeted digital campaign across key cities like Mexico City, Guadalajara, and Monterrey, Orange 142 leveraged behavioral audience insights, creative direction, and robust media strategies, to generate over 3.5 million impressions, 68,818 website clicks, and increased awareness of Santa Ana as a cultural destination.

Many companies such as Vision Haircare based in Sweden face challenges reaching consumers in the United States and other parts of the world. Jonas Andersson, CEO at Vision Haircare, was gracious enough to find a way to sell the company’s products into the United States after I discovered them on a Viking cruise around the British Isles. That’s where I initially tried and fell in love with the products.

Having a company like Orange 142 to guide these smaller regional companies into other countries worldwide reflects the promise of the web, being able to go online and make purchases from companies around the world.

Wilkes said mobile devices more than likely could have pinged the user’s location and “identify that you had been at that port and most likely had been a visitor on that ship. Then using the data, they could serve you ads and take you to a website when you got home.”

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