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GSD&M and LatinWorks create new agency to target Hispanic millennials


By Minda Smiley, Reporter

May 4, 2015 | 2 min read

Austin-based agencies GSD&M and LatinWorks have launched a multicultural agency called ‘Sibling’ that will help brands appeal to a younger and more diverse audience.

Rafael Serrano, Duff Stewart, Alejandro Ruelas

The agency plans to implement a strategic model that better engages with what it calls the “evolving American mainstream” compared to more traditional agencies.

It will be based in Austin with executive creative director Rafael Serrano leading creative duties. Serrano previously served as creative director for LatinWorks.

Alejandro Ruelas, cofounder, CMO and managing partner of LatinWorks, and CEO of GSD&M Duff Stewart will provide leadership and guidance.

Of the new agency, Ruelas said: “American culture has been changing in dramatic fashion, becoming much more global and reflecting the influence of younger, more multicultural people. Sibling will help brands to effectively navigate this new environment.”

Sibling will launch with clients including Popeyes Louisiana Kitchen and Southwest Airlines.

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