CHICAGO, May 17, 2016 /PRNewswire/ -- PACO Collective today celebrated 10 years in business, evolving from a Hispanic-focused multicultural marketing agency, to a cross-cultural agency with major clients on its roster, including ComEd, the Chicago Bears and the Chicago White Sox, among others.
A Decade of Cultural Transformation
Founded in 2006 by marketing expert Ozzie Godinez and innovative creator Pablo Acosta, PACO Collective was created at a time when culture in the United States was on the verge of major transformation. That year, technology was poised to explode and permanently change the digital media landscape. Apple's iTunes Music Store celebrated its 1 billionth music download and today's massively popular Facebook opened its membership to the public. The economy was in turmoil as job growth slowed and the housing boom ended.
"We started PACO during an economic crisis when many agencies were downsizing. The environment required us to take risks. We survived because we were small and agile and weren't afraid to think big and adapt to the changing market conditions," explained Ozzie Godinez, CEO and co-founder of PACO Collective. "Our multicultural marketing focus helped us set ourselves apart and reflected the way the market was evolving. Our commitment to diversity allowed PACO to grow beyond Hispanic marketing to a new cross-cultural model. What we deliver to our clients is an in-depth understanding of cultural segments of significance to their brand, and use that insight to create campaigns that transcend cultures."
The rapid growth of minority populations has driven PACO Collective's successful cross-cultural marketing model over the past decade. The U.S. minority population, including Hispanics, African-Americans and Asian-Americans, is projected to increase from 38% today to become the majority by 2044, according to the U.S. Census.
There are three cultural dynamics that lead to the need for greater understanding of today's "minority-majority" consumers: retro-acculturation, reverse assimilation and ethnic fluidity. Retro-acculturation is the notion that minorities who had been predominantly Americanized are going back to their roots. For example, Latinos who were born and raised in the U.S. may listen to Spanish music, teach their children to speak Spanish and celebrate the coming of age Quinceañera tradition for girls. Reverse assimilation is the dynamic whereby minority populations are affecting the broader mainstream population, so minority culture is no longer celebrated by minorities alone. And ethnic fluidity is the recognition that many minorities identify as multiple races, and can flow in and out of cultures depending on the environment they are in.
"PACO is a mirror, reflecting the American market, a melting pot of cultures. It is so fascinating! Because of this, our work and ideas transcend cultural boundaries—good ideas work!" said Pablo Acosta, Chief Creative Officer and co-founder of PACO Collective. "More and more we see younger generations like millennials and generation Z embracing ethnic fluidity – they are a part of two worlds, being Latino and being American, and they identify with each."
Speaking with Cultural Fluency
PACO Collective's co-founders know how to translate constantly evolving cultural dynamics into effective creative advertising and public relations. They built a workplace where great ideas can come from every employee at every level. And diversity is stressed across the board. PACO's 40 employees comprise Latinos, African Americans, Asians and Middle Eastern, who are valued because they are not all like-minded, but have their own cultural currency to contribute to the agency.
"Pablo and I really wanted to create a collaborative workplace that was unlike the bigger agencies we had worked with," Godinez added. "We have built an agency without red tape or bureaucracy. Our diverse staff reflects where the marketplace is today and takes pride in understanding modern culture and how we can help our clients become a part of the relevant conversations that will build brand loyalty. "
"PACO's cross-cultural marketing approach transcends cultures, and speaks to audiences that share the same values and beliefs, not just their ethnicity," explained Acosta. "We consider what music they listen to, their political values, and how they spend their leisure time. We approach marketing with cultural fluency, which allows brands to speak the language of culture that resonates best with their customers."
PACO Collective provides strategy, creative development, public relations and advertising support, among other services. The agency has received top honors for everything from its ad creative to its public relations campaigns including the coveted Marcom Platinum and Summit Awards, Hermes Gold and Pixie Awards, amongst many others.
About PACO Collective
PACO Collective, formerly PACO [cross-cultural marketing] is an Illinois minority-owned firm established in Chicago, IL in 2006. PACO is a full-service marketing agency focused on delivering cross-cultural ideas through award-winning marketing, public relations, digital and creative campaigns that create meaningful connections that transcend cultures. With a client base that includes Blue Cross and Blue Shield, ComEd, Cacique, Gift of Hope, Chicago White Sox, and Chicago Bears; PACO counts with a diverse team made up of over 40 passionate members. For more information: www.pacocollective.com.
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SOURCE PACO Collective