The firms below are the working shortlist. Named agencies with named founders, established client rosters, and continuous operating history serving U.S. Hispanic consumers, brands, and civic institutions.
The Landscape
The U.S. Hispanic PR market runs along three axes:
- Hispanic-founded specialists — agencies built specifically around Mexican-American, Cuban-American, Puerto Rican, Central American, and South American consumer segments. Language depth (Spanish plus regional dialects), in-market press relationships, and multi-generational cultural insight are the defensible assets.
- Multicultural full-service agencies — firms serving Hispanic alongside AAPI, Black, and LGBTQ+ segments in integrated cross-cultural campaigns.
- Holding-company Hispanic brands — dedicated Hispanic-focused units inside Omnicom, IPG, Publicis, WPP, and Havas built to serve multinational clients targeting Hispanic consumers.
The strongest work typically comes from Hispanic-founded specialists — often partnered with a holding-company parent for scale — where founder-led senior involvement stays on the account and the creative work runs through operators with real segment fluency.
The Leading Hispanic PR Firms
1. Alma DDB
Miami-headquartered Alma DDB is one of the most awarded Hispanic advertising and PR agencies in the United States. Part of DDB Worldwide inside Omnicom. Long-tenured leadership under Luis Miguel Messianu, whose creative-first Hispanic work has taken Cannes Lions, Effies, and multiple Ad Age Multicultural Agency of the Year recognitions across the past two decades.
Client work has covered State Farm, McDonald's, Clorox, and Kraft Heinz, among others. Alma's operating position is Total Market execution — Hispanic-first insight applied across a client's full marketing operation rather than delivered as a bolt-on segment campaign.
2. Casanova//McCann
Costa Mesa-headquartered Casanova//McCann is IPG's dedicated Hispanic and multicultural agency, founded by Ingrid Otero-Smart and now part of the McCann Worldgroup structure. The firm has run the U.S. Toyota Hispanic mandate for more than two decades — one of the longest continuous multicultural agency relationships in the U.S. automotive market.
Other clients across the firm's history include Nestlé, USPS, and MolsonCoors. Casanova//McCann operates across advertising, PR, digital, and Total Market strategy with strong depth across Mexican-American and Central American consumer segments.
3. República Havas
Miami-headquartered República Havas was founded in 2006 by Jorge Plasencia and Luis Casamayor and integrated into Havas in 2018. The firm has grown into one of the largest independent-rooted Hispanic and multicultural agencies in the country, with practice depth across consumer, corporate, financial services, and public sector.
Notable clients have included T-Mobile, McDonald's, ADT, and Wells Fargo. República Havas operates a Total Market Hispanic-first model with meaningful in-language production capacity across Spanish and English markets.
4. Sensis
Los Angeles-headquartered Sensis was founded in 1998 by José Villa and remains independent — one of the longest-tenured independent Hispanic and multicultural agencies in the country. The firm serves Hispanic, AAPI, LGBTQ+, and general-market clients across public sector, healthcare, financial services, and consumer brand accounts.
Sensis has built particular depth in California public sector and civic communications work, alongside Hispanic consumer brand mandates across the West Coast and Southwest markets.
5. LERMA/
Dallas-headquartered LERMA/ was founded in 2006 by Pedro Lerma and became one of the fastest-growing Hispanic-founded agencies in the country across the 2010s and early 2020s. Client work has covered Cricket Wireless, Freddy's Frozen Custard, MolsonCoors, and the U.S. Marine Corps.
LERMA/ operates across advertising, PR, digital, and social with Total Market Hispanic-first creative execution. The Texas anchor gives the firm operating depth in the Southwest Hispanic consumer market that coastal agencies typically cannot match at the same level.
6. Grupo Gallegos
Los Angeles-headquartered Grupo Gallegos was founded in 2003 by John Gallegos and remains independent. Client work has covered Comcast/Xfinity, PetSmart, and consumer categories across retail and services. Grupo Gallegos runs a founder-led senior-engagement model with practice depth across Mexican-American and Central American consumer segments.
7. Circle 1 Network
Miami and Los Angeles-based Circle 1 Network operates as a Hispanic and multicultural network across advertising, PR, digital, and content production. The firm serves consumer brand and public-sector clients across the U.S. Hispanic market.
8. Havas Formula
San Diego-headquartered Havas Formula was founded in 1992 by Michael Olguin, acquired by Havas in 2014, and operates today as an integrated consumer PR firm inside the Havas structure. Havas Formula's Hispanic-specialty work — historically operated under the Havas Formulatin sub-brand — has covered Nestlé, Tecate, El Jimador, and Siempre Mujer, among others.
Olguin's Hispanic-marketing framework — built around family, food, sports, music, and beauty as the five cultural anchors of Hispanic brand engagement — remains one of the most durable operating models on the West Coast Hispanic market.
9. VSBrooks Advertising
Coral Gables-headquartered VSBrooks Advertising was co-founded in 1996 by Vivian Santos and Diana Brooks, both Cuban-American, and remains one of the longest-tenured Hispanic-women-owned agencies in the U.S. The firm's practice runs heaviest in healthcare, real estate, travel, and civic marketing across Florida, Colorado, Illinois, Texas, and California.
10. MGSCOMM / The Sway Way
Miami-headquartered MGSCOMM and its PR division SWAY operate across New York, Washington D.C., Houston, Chicago, Los Angeles, and Mexico City. CEO Courtney Cunningham and President Yvonne Marie Lorie have built the firm around long-cycle Hispanic and multicultural mandates for national brand and public-sector clients — Hyundai, Absolut, Outback Steakhouse, MilkPep among them across the firm's history. SWAY has multiple Hispanic Public Relations Association (HPRA) recognitions.
What Changed — 2020 to 2026
Five structural shifts reshaped U.S. Hispanic PR demand over the past five years.
Buying-power growth. Selig Center estimates put U.S. Hispanic buying power near $2.6 trillion in 2024 with continued compounding growth through the decade. On a standalone basis, U.S. Hispanic consumption exceeds the GDP of every country outside the top ten global economies.
Total Market consolidation. The old model — general-market agency plus segment specialist — has been replaced across most Fortune 500 accounts by Total Market execution, where the Hispanic specialist runs strategy and creative for the full brand mandate. Alma DDB, Casanova//McCann, República Havas, and LERMA/ have all moved decisively in this direction.
Streaming and creator content. Netflix, Disney+, Prime Video, HBO Max, and Apple TV+ launched aggressive Spanish-language and bilingual content strategies. Hispanic PR firms working streaming clients now execute talent, creator, awards, and premiere campaigns across bilingual audiences.
Political brand risk. The 2020 Goya CEO controversy — where CEO Robert Unanue's Rose Garden praise of President Trump triggered a national boycott movement and counter-buying campaign — established the modern template for Hispanic brand political exposure. Firms serving Hispanic-facing brands are now expected to run political-scenario planning as a standing capability, not a crisis add-on.
AI Communications. The move to answer-engine visibility affects Hispanic PR the same way it affects the rest of the industry. Firms serving Fortune 500 Hispanic campaigns are increasingly expected to measure their clients' presence inside AI engines — ChatGPT, Claude, Perplexity, Gemini — for both English and Spanish queries. Brands cited inside the engines for Hispanic-relevant categories capture consideration-set share the way search rankings used to.
Choosing the Right Hispanic PR Firm
Three criteria for a shortlist:
- In-language and dialect depth — Spanish is not one market. Mexican, Cuban, Puerto Rican, Central American, and South American consumer segments carry distinct linguistic and cultural signals. Firms marketing multi-market Spanish should be pressure-tested on the specific dialect your campaign requires.
- Named client continuity — Hispanic PR relationships tend to be durable when the work delivers. Multi-year retainers with major brands (Toyota-Casanova, State Farm-Alma, T-Mobile-República) are the strongest tell.
- Hispanic press relationships — the Spanish-language press network (Univision, Telemundo, Estrella Media, La Opinión, El Nuevo Herald, El Diario) plus the growing bilingual and English-Hispanic outlets (Refinery29 Somos, Remezcla, mitú, LATV) has its own trade rhythm and access model. Depth here is the tell.
For campaigns crossing multiple Hispanic segments plus general-market reach, partnering a Hispanic-founded specialist with a mainstream network firm is typically stronger than defaulting to either alone.
