Through high-impact Brand PR, Community Relations, Issues Management and Crisis Communications programs, our multicultural communications firm engages diverse cultural audiences to exceed our clients’ goals. As Hispanic marketing experts we pride ourselves on our cross cultural awareness, consumer insight, and on the development of relevant messages and tactics unique to each audience.

Agency Overview

At Mosaico, we specialize in drilling down to the core of our clients’ message to create  focused and comprehensive marketing strategies that address the needs of their target audience.

Mosaico combines the multicultural insights of a Latino marketing agency with the substantive, comprehensive branding and issues savvy that Fineman PR is recognized for in the general market. Since 2005, we have led highly successful Brand PR, crisis and issues management programs for clients that exceed expectations and resonate with diverse ethnic communities.

Why Target the Latino Consumer?

Latinos make up 16 percent of the U.S. population. The Latino community is the fastest growing demographic segment in the U.S. Latino purchasing power is estimated at over $1 trillion, which is nearly 10 percent of the U.S. gross domestic product. In fact, the Hispanic population is expected to contribute 45 percent of the nation’s growth from 2010 to 2030 and 60 percent from 2030 to 2050. “Rapid population growth, increased buying power and strong brand loyalty are making U.S. Latinos an influential audience and an enormous market opportunity,” notes Director of Mosaico, Juan F. Lezama.

As a result, developing Latino-specific communications — whether Spanish-language or culturally relevant English language messages — is not only strategic, it is necessary.

African-American Market Opportunity

Black consumers continue to demonstrate their significant purchasing power in the U.S., not only in terms of dollar figures, but in their unprecedented influence on mainstream culture, social media, and marketplace trends. In response to a report highlighting 2015 as the “tipping point” for black influence on mainstream media and culture, Nielsen’s Vice President for Strategic Community Alliances and Consumer Engagement Cheryl Pearson-McNeil said, “Companies who aren’t addressing that issue now are going to find themselves a bit out of sorts when the minority become the majority.” The Selig Center for Economic Growth reports that African-American spending power is expected to reach $1.4 trillion by the year 2020—a 275 percent growth since 1990. As the population continues to increase, particularly with the influx of African and Caribbean peoples, companies need to target messages to this demographic with an understanding that black people are a diverse and nuanced populace with strong economic leverage.

Asian-American Market Opportunity

Another powerful force in the U.S. consumer market is the Asian-American segment, accounting for five percent of the U.S. population. Data from a 2015 Nielsen report indicate the spending power of this target demographic jumped from $718 billion to $770 billion in 2014 alone, with projections to reach a whopping $1 trillion by 2018. As one of the fastest-growing and most-racially diverse U.S. populaces, their cultural identities are influencing mainstream consumer trends more than ever, especially in the categories of food, technology, clothing and beauty

Executive Team

Juan F. Lezama, MBA

Mosaico Director

Karmina Zafiro

Vice President

Amy Scarlett

Account Supervisor

Ivan Becerra

Senior Account Executive

Raquel Cruzado

Account Executive