Holding company MDC Partners has teamed up with one of its agencies, Doner, to launch Cultura United Agency.
The new multicultural agency aims to bring together “specialized full-service advertising and public relations expertise with deep insights across Hispanic, African American and Asian audiences,” according to a statement.
The agency will work with clients including JCPenney and beauty company Jafra.
Miles Nadal, chairman and CEO of MDC Partners, said: “Marketers can no longer deny that today’s consumer audience is a multicultural one, and Cultura United Agency’s understanding of the trends driving purchasing decisions allows brands to extend the reach of their communications, generate new revenue streams, and deliver greater return on marketing investment.”
Based in Los Angeles, Cultura United Agency will be led by Anita Albán Gastelum. Previously, she was on the executive leadership team at IPG’s multicultural agency Axis.