Burson Latino


Burson Latino leverages our experts, their experience and Burson-Marsteller’s strategic communications approach and innovative tools to help clients connect and engage with the dynamic and fast-growing U.S. Hispanic population. We build carefully tailored, insight-driven programming that goes beyond a simple translation of messaging.

Our evidence-based approach to communications provides our team, which includes, our network of Community Communications Partners (CCP) on the ground in top U.S. Hispanic markets, with a deep understanding of Hispanic audiences, their stakeholders, the media and critical digital influencers. We are equipped to create and carry out effective and authentic Hispanic communications programs that drive business results for clients.

The Burson Latino offering is built on the following five key specialty areas:

  1. Strategic Brand Communications: Whether it’s by re-imagining general market brand strategies or developing a new branding approach for Hispanics that is consistent with that aimed at the general market, we work with each client to understand how to best leverage and connect brand attributes among Hispanic audiences. Our strategic approach to communications aims to build long-term brand loyalty in order to achieve measurable results.
  2. Hispanic Millennial Connections: We understand the power and influence of Hispanic Millennials as well as the complexity of this empowered, culturally diverse and bilingual segment. Our evidence-based approach provides deep audience insights to help clients navigate the Hispanic Millennial market opportunities with the right message, in the right voice, across the right platforms.
  3. Community and Corporate Citizenship: Our team understands that the changes that have transformed today’s communications environment, specifically for the Hispanic market, have added growing pressures and expectations from various stakeholders, affecting a company’s reputation and brand value. Burson Latino helps clients develop community and corporate citizenship programs that sustain and build upon a positive reputation as well as create a competitive advantage with the most insightful strategic counsel and resources.
  4. Earned Media Experts: Our team of local, experienced media relations professionals develops a sense of partnership with Hispanic media, serving as a trusted resource to facilitate access to relevant voices and content. Alongside our CCPs, we deliver national and local stories across Hispanic consumer print, online and broadcast media, as well as trade placements in general market publications around relevant, Hispanic-driven efforts.
  5. Digital Content and Analytics: Leveraging StudioB, our fully-integrated, real-time, data-driven center of creativity and content production, we use a suite of innovative social and digital listening tools to provide clients with the most strategic communications services to actively connect with Hispanic audiences and deliver meaningful digital engagement.

Examples of our work:

  • Corporate communications efforts for a financial services institution to highlight its commitment to the U.S. Hispanic community and showcase its Hispanic executives’ market-specific offering and initiatives to better serve the community.
  • Community, influencer and media relations for a global beverage maker to drive attendance to a series of entrepreneur-focused boot camps and increase digital engagement with the brand and its partners.
  • Strategic communications planning and execution supporting the unveiling of a top ranked university initiative’s inaugural U.S. Latino entrepreneurship research findings on the economic importance of Latino-owned businesses and the opportunity for growth for the market.

Contact our regional Burson Latino leader to learn more about our people, expertise and passion to be your communications partner:

Jorge Ortega
Email: Jorge.Ortega@bm.com
Tel: +1.305.347.4347

Burson Latino Infographic from Burson-Marsteller