Fineman Launches Mosaico, Multicultural PR Brand
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Fineman Launches Mosaico, Multicultural PR Brand

Fineman PR has launched Mosaico, formally branding the firm’s three-year-old Latino and multicultural communications practice. The new brand comes in response to growing interest in culturally relevant communications.

Paul Holmes

SAN FRANCISCO—Fineman PR has launched Mosaico, formally branding the firm’s three-year-old Latino and multicultural communications practice. The new brand comes in response to growing interest in culturally relevant communications, says agency president Michael Fineman. Mosaico—from the Spanish for mosaic—will be led director Juan Lezama.

 

Mosaico's first new client is Xoom Corporation, an internet-based global money transfer company servicing more than 30 countries, for a campaign publicizing the company's expansion of services to Mexico.

 

Fineman PR has offered Latino and multicultural PR under its general market brand since 2005, with clients including Foster Farms, The First American Corporation, the Latina Breast Cancer Awareness Agency, Latino Community Foundation and Sequoia Healthcare District.

"With U.S. Hispanic purchasing power reportedly surging to nearly $870 billion in 2008 and projected to reach as much as $1.3 trillion by 2015, companies are realizing that the multicultural arena can no longer be ignored or simply addressed with inadequate 'translation-only' services," says Lezama. "We work with clients to develop communications that are compelling specifically to these dynamic markets."

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