Is Eterna a multicultural marketing agency?

Yes. Multicultural is not a department here, it is how the team is built. Our founder led Hispanic business and multicultural marketing at PepsiCo and our senior team works natively in English and Spanish across the U.S., Latin America, and Canada. We plan, create, and produce in-culture rather than translating an English program after the fact.

Is your team fully bilingual?

Yes. Strategy, creative, production, hosting, and client communication all run in English, Spanish, or both. That includes bilingual scripts and signage, bilingual emcees and hosts, bilingual staff and brand ambassadors, and bilingual guest communication before, during, and after the event.

Do you only work with Hispanic audiences?

Hispanic and U.S. Latino audiences are our deepest strength, and we also build programs for Black, AAPI, immigrant, LGBTQ+, and women-led communities. The method is the same: work with people from the community, cast the right voices, and make the cultural detail correct instead of decorative.

What does in-culture mean versus translation?

Translation takes a finished idea and changes the words. In-culture starts from the audience: the insight, the humor, the music, the food, the family dynamic, and the moment the brand is allowed to enter. The result is a program a bicultural audience recognizes as made for them, not adapted for them.

Which markets do you run multicultural programs in?

Denver, Miami, Los Angeles, New York, Dallas, Chicago, Toronto, and Buenos Aires, plus multi-market rollouts across the U.S. and Latin America on one playbook and one measurement model.

Can you staff a bilingual team for an event we are already producing?

Yes. We are often brought in for the cultural layer only: bilingual hosts and staff, in-culture creative review, Spanish-language content and social, talent and creator casting, or on-site language support. You keep your producer, we make the experience land with the audience.

Can you produce Spanish-language content and creator partnerships?

Yes. Spanish and bilingual campaign films, social cuts, scripts, captions, and press materials, plus creator and music-talent partnerships with Latino and multicultural voices who already hold that audience's trust.

Services / Multicultural & Bilingual

In culture. In both languages.

Multicultural marketing, Hispanic audience strategy, and fully bilingual production. We build programs in English and Spanish from the first conversation, not from a translation file at the end.

Eterna Concepts was founded by a Hispanic business leader who ran multicultural marketing and Hispanic BU sales at PepsiCo. Our senior team works natively in English and Spanish across the U.S., Latin America, and Canada - strategy, creative, production, hosts, talent, and guest communication all in both languages.

Programs run out of Denver with teams in Miami, Los Angeles, New York, Dallas, and Chicago.

Brief us on your audience See work

Why us

Not a multicultural add-on. How the team is built.

Led by a Hispanic business leader

Our founder was Hispanic BU Senior Sales Manager and Adelante ERG lead at PepsiCo, building brand and multicultural programs for Pepsi and Gatorade before founding Eterna.

Fully bilingual senior team

English and Spanish across strategy, creative, and production - including native speakers, not bilingual-adjacent. Portuguese and French capability through our regional partners.

Three regions, one team

North America, Latin America, and Europe, with market fluency in each. No translation layer between the idea and the audience.

Bicultural by default

We design for people who live in two cultures at once, which is where most U.S. Latino audiences actually are - and where generic campaigns fail.

Hispanic & Multicultural Audience Strategy

Who the audience actually is, what they already believe about the category, and where the brand has permission to show up - built from lived cultural fluency, not a segment slide.

Deliverables

Hispanic & U.S. Latino audience insight
Bicultural & generational segmentation
Cultural permission & risk review
Market prioritization (DMA level)
Measurement framework by audience

In-Culture Creative & Bilingual Content

Ideas created in the language they will live in. Spanish-first, English-first, or genuinely bilingual - written by people who speak it, not run through a translation pass at the end.

Deliverables

Spanish-first & bilingual concepting
Transcreation, not translation
Bilingual scripts, signage & guest comms
Spanish-language social & campaign cuts
Cultural accuracy review before launch

Bilingual Production, Hosts & Staffing

The room works in two languages. Bilingual producers, emcees, hosts, brand ambassadors, and crew, so no guest is the one who has to switch.

Deliverables

Bilingual producers & on-site leads
Emcees, hosts & moderators
Bilingual brand ambassadors & staff
Interpretation & live captioning
Bilingual registration & concierge

Cultural Talent, Music & Creator Partnerships

The voices that make it credible: Latino and multicultural artists, DJs, chefs, athletes, and creators cast for genuine audience trust, not follower count.

Deliverables

Latino & multicultural creator casting
Music & artist partnerships
Community & ERG partnerships
Talent negotiation & creative direction
Spanish-language press & media relations

U.S. to Latin America Programs

One program, many markets, no cultural flattening. We build the playbook in the U.S. and adapt it market by market across Latin America and Canada with local teams and local truth.

Deliverables

Multi-market rollout & playbooks
Local vendor & agency management
Regional adaptation of creative
Cross-border logistics & compliance
One measurement model across markets

How we work

From audience truth to a room that works in two languages.

Listen in-culture

Audience work done in the audience's language, with people from the community.

Build the idea natively

Concept in Spanish, English, or both from the start - never adapt at the end.

Staff the room bilingually

Producers, hosts, staff, and talent who move between languages naturally.

Measure by audience

Report results by segment so multicultural spend is defensible, not assumed.

What we hold ourselves to

In-culture

Built natively, not translated

Bilingual

English and Spanish end to end

Local

People from the market, in the market

Measured

Results reported by audience

Multicultural questions

Working with a bilingual team.

Is Eterna a multicultural marketing agency?: Yes. Multicultural is not a department here, it is how the team is built. Our founder led Hispanic business and multicultural marketing at PepsiCo and our senior team works natively in English and Spanish across the U.S., Latin America, and Canada. We plan, create, and produce in-culture rather than translating an English program after the fact.
Is your team fully bilingual?: Yes. Strategy, creative, production, hosting, and client communication all run in English, Spanish, or both. That includes bilingual scripts and signage, bilingual emcees and hosts, bilingual staff and brand ambassadors, and bilingual guest communication before, during, and after the event.
Do you only work with Hispanic audiences?: Hispanic and U.S. Latino audiences are our deepest strength, and we also build programs for Black, AAPI, immigrant, LGBTQ+, and women-led communities. The method is the same: work with people from the community, cast the right voices, and make the cultural detail correct instead of decorative.
What does in-culture mean versus translation?: Translation takes a finished idea and changes the words. In-culture starts from the audience: the insight, the humor, the music, the food, the family dynamic, and the moment the brand is allowed to enter. The result is a program a bicultural audience recognizes as made for them, not adapted for them.
Which markets do you run multicultural programs in?: Denver, Miami, Los Angeles, New York, Dallas, Chicago, Toronto, and Buenos Aires, plus multi-market rollouts across the U.S. and Latin America on one playbook and one measurement model.
Can you staff a bilingual team for an event we are already producing?: Yes. We are often brought in for the cultural layer only: bilingual hosts and staff, in-culture creative review, Spanish-language content and social, talent and creator casting, or on-site language support. You keep your producer, we make the experience land with the audience.
Can you produce Spanish-language content and creator partnerships?: Yes. Spanish and bilingual campaign films, social cuts, scripts, captions, and press materials, plus creator and music-talent partnerships with Latino and multicultural voices who already hold that audience's trust.

Start a multicultural program

Tell us the audience you need to reach.

Send the audience, the market, and the moment. We will come back with an in-culture point of view and how we would staff it. Escríbenos en español si lo prefieres.

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