• by Fern Siegel , April 24, 2025

Pinnacle Advertising has expanded its cultural horizons.

The company has launched Cima, a full-service multicultural agency to connect brands with the U.S. Hispanic market. Regional Honda and Auto Retail are among its first clients.

The new agency offers cultural fluency and strategic expertise to aid brand marketers reaching a key demographic.

Elizabeth Pedraza leads Cima as president, focusing on growth and client partnerships. Her 20-year media career encompasses senior posts at Univision Communications, Telemundo, NBC Universal, iHeart Media and NPR. Michael Magnusson, Pinnacle founder, said Pedraza “brings authenticity, leadership and a deep connection to the communities we serve.”

“Our approach at Cima: Culture is Essential. We go beyond translation to create work that’s authentically in-culture,” said Pedraza. “Latinos respond to brands that recognize and reflect their identity. It’s not just about language. It’s about relevance, respect and resonance.”

Latinos representing 20% of the U.S. population — with two-thirds concentrated in California, Texas, Florida, New York, Illinois, Arizona and New Jersey. Cima's focus is to establish the cultural connection, then create a meaningful brand engagement based on specific needs. 

The U.S. Latino GDP reached $3.7 trillion in 2022, the highest mark since the figure was first tracked — and the fifth-largest GDP in the world, according to a UCLA 2024 report. 

Per the 2020 U.S. Census, Hispanic and Latino Americans comprise the second-largest ethnic group in the country, 18.7%.

“The numbers speak for themselves,” said Pedraza. “Latinos represent a huge portion of the economy, yet brands are investing just 4% of their ad spend to target this market. Our deep understanding of this demographic gives us a unique advantage in helping brands truly connect and thrive within this rapidly growing community.”