Elasticity Multicultural launches

Integrated communications firm Elasticity today unveiled Elasticity Multicultural, a new practice group led by Alejandro “Alex” Duplan.

Working from the agency’s new Dallas-area office, Duplan brings two decades of multicultural marketing experience gained from working with agencies Ogilvy México, Dieste and Richards/Lerma, where he guiding marketing initiatives for Kraft Foods, Pepsi, Levi’s, Pizza Hut, Avocados From Mexico, Jose Cuervo, Nissan, Bud Light, Gatorade, and Mattel, among others.

“There’s tremendous opportunity today for brands of all shapes and sizes to reach and engage Hispanic consumers in the U.S.,” said Duplan, who in in 2005 was nominated as best creative director in the U.S. “But it’s not as simple as translating English language content to Spanish. You must understand how to decode the diverse cultural nuances of today’s increasingly complex and digitally savvy Hispanic consumer.”

“We’re thrilled to add a creative strategist like Alex, who has such a deep understanding of Hispanic consumers,” said Elasticity Partner Brian Cross, who co-founded Elasticity in January 2009 and now leads the firm along with fellow former ex-FleishmanHillard executives Andrew Barnett and Aaron Perlut. “By pairing his leadership, experience and depth of understanding with our analytics-based approach to digital brand marketing, we can broaden our offering and add greater value to current and prospective clients alike.”