• by Fern Siegel , Yesterday

Cultural integration company Yellow House Collective has strengthened its ranks by naming Lisa Torres as head of brand and measurement and Miranda Gonzalez as head of story and original IP.

Torres (above), spent 15 years at Publicis, most recently as president of Publicis Media’s centralized multicultural practice. There, she oversaw a 140-person team and a $30 million Inclusion Investment Fund. Before that, she was SVP/director, multicultural media at Carat and EVP, multicultural group account director at Havas.

“We built Yellow House Collective because we kept seeing the same gap: culture moves fast, but the systems around it don’t. Brands want to show up in the moments audiences actually care about. But doing that in a way that feels authentic is still fragmented and hard to scale,” founder Maria Teresa Hernandez told Agency Daily. Her expertise is integrating brands into film, TV and digital content at scale, including work for P&G, PepsiCo and Toyota.

Yellow House Collective debuts with L'Oreal as its first client. It operates across four integration environments: In Content, In Real Life, In AI Storyworlds and In Talent.

“Bringing in industry visionaries like Lisa Torres and Miranda Gonzalez allows us to scale our unique approach to cultural integration across entire storytelling ecosystems, at a time when we’re seeing growing demand from Fortune 500 companies rethinking how they invest in culture,” she said.

Yellow House works in strategic partnership with Torres' The LIT Group to integrate its model into agency systems and capital allocation frameworks. “We are building the infrastructure brands need to authentically measure and scale their impact within the audiences shaping today’s marketplace,” said Torres.

Gonzalez, a Chicago-born writer and producing artistic director of UrbanTheater Company, will lead narrative development across Yellow House’s  scripted properties and vertical dramas, including AI-powered Storyworlds. “At Yellow House, we’re empowering creators to shape and own their narratives, using creator-led AI to expand what’s possible, not replace it. By building story-first worlds rooted in cultural truth, we’re creating integration environments where brands can naturally belong,” she said.