Everything we do at C-K is insight driven. And our approach to reaching Hispanic and other critical segments of the American experience is no different. That’s why instead of, say, Spanish translators on staff, we have Hispanic Strategists on staff. We can do translation, of course, but our first emphasis is on culturally resonant ideas that build relationships and connections.

That said, the best ideas help make people of all walks feel connected to the brand in a common ground way. So whenever possible, we look for spaces that can touch many segments at once.