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.

What does Hispanic & U.S. Latino audience insight include?

Research and cultural insight on Hispanic and U.S. Latino audiences that shapes strategy, messaging, and channel choices.

What does Bicultural & generational segmentation include?

We distinguish between audiences by culture, language preference, and generation so the message lands with each group.

What does Cultural permission & risk review include?

An early review that flags cultural missteps and sensitivities before concepts are locked, protecting the brand.

What does Market prioritization (DMA level) include?

We rank which metro markets to enter first based on audience, cost, and opportunity.

What does Measurement framework by audience include?

A defined set of metrics for each audience segment, agreed before launch so success is measurable.

What does Spanish-first & bilingual concepting include?

Concepts created in Spanish first or truly bilingually, rather than translated from English as an afterthought.

What does Transcreation, not translation include?

Messaging recreated natively for each language and culture so it carries the same intent and impact.

What does Bilingual scripts, signage & guest comms include?

All scripts, signs, invitations, and updates written natively in both languages, not machine translated.

What does Spanish-language social & campaign cuts include?

Social content and campaign versions created natively in Spanish, not subtitled translations.

What does Cultural accuracy review before launch include?

A final review by culture-native team members so language, imagery, and references are accurate before anything goes live.

What does Bilingual producers & on-site leads include?

Bilingual senior staff on site who direct vendors, crew, and talent in both languages so nothing is lost in translation.

What does Emcees, hosts & moderators include?

Professional hosts and moderators who keep the program moving and make speakers and guests look good.

What does Bilingual brand ambassadors & staff include?

Front-line staff who represent your brand fluently in English and Spanish, trained on your story and offers.

What does Interpretation & live captioning include?

Professional interpreters and live captions so multilingual and deaf or hard-of-hearing guests can follow everything.

What does Bilingual registration & concierge include?

Check-in, guest questions, and VIP handling in English and Spanish, so every guest is served in their preferred language.

What does Latino & multicultural creator casting include?

Casting creators from Latino and multicultural communities whose audiences match the communities you want to reach.

What does Music & artist partnerships include?

Partnerships with musicians and artists, from performances to co-created content, negotiated and managed by us.

What does Community & ERG partnerships include?

We build partnerships with community organizations and employee resource groups so programs reach people authentically.

What does Talent negotiation & creative direction include?

We negotiate talent deals and direct their creative contribution so it serves the campaign.

What does Spanish-language press & media relations include?

Press outreach to Spanish-language media with native-language materials and relationships.

What does Multi-market rollout & playbooks include?

A repeatable playbook so the program can run in many markets with local teams and consistent quality.

What does Local vendor & agency management include?

We source and manage local vendors and partner agencies, holding them to one standard of quality.

What does Regional adaptation of creative include?

Global creative adapted for local language, culture, and market conditions in each region.

What does Cross-border logistics & compliance include?

We manage customs, carnets, work permissions, and local regulations when programs cross borders.

What does One measurement model across markets include?

A single reporting framework used in every market, so results are comparable across the whole program.

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
Research and cultural insight on Hispanic and U.S. Latino audiences that shapes strategy, messaging, and channel choices.
Bicultural & generational segmentation
We distinguish between audiences by culture, language preference, and generation so the message lands with each group.
Cultural permission & risk review
An early review that flags cultural missteps and sensitivities before concepts are locked, protecting the brand.
Market prioritization (DMA level)
We rank which metro markets to enter first based on audience, cost, and opportunity.
Measurement framework by audience
A defined set of metrics for each audience segment, agreed before launch so success is measurable.

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
Concepts created in Spanish first or truly bilingually, rather than translated from English as an afterthought.
Transcreation, not translation
Messaging recreated natively for each language and culture so it carries the same intent and impact.
Bilingual scripts, signage & guest comms
All scripts, signs, invitations, and updates written natively in both languages, not machine translated.
Spanish-language social & campaign cuts
Social content and campaign versions created natively in Spanish, not subtitled translations.
Cultural accuracy review before launch
A final review by culture-native team members so language, imagery, and references are accurate before anything goes live.

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
Bilingual senior staff on site who direct vendors, crew, and talent in both languages so nothing is lost in translation.
Emcees, hosts & moderators
Professional hosts and moderators who keep the program moving and make speakers and guests look good.
Bilingual brand ambassadors & staff
Front-line staff who represent your brand fluently in English and Spanish, trained on your story and offers.
Interpretation & live captioning
Professional interpreters and live captions so multilingual and deaf or hard-of-hearing guests can follow everything.
Bilingual registration & concierge
Check-in, guest questions, and VIP handling in English and Spanish, so every guest is served in their preferred language.

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
Casting creators from Latino and multicultural communities whose audiences match the communities you want to reach.
Music & artist partnerships
Partnerships with musicians and artists, from performances to co-created content, negotiated and managed by us.
Community & ERG partnerships
We build partnerships with community organizations and employee resource groups so programs reach people authentically.
Talent negotiation & creative direction
We negotiate talent deals and direct their creative contribution so it serves the campaign.
Spanish-language press & media relations
Press outreach to Spanish-language media with native-language materials and relationships.

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
A repeatable playbook so the program can run in many markets with local teams and consistent quality.
Local vendor & agency management
We source and manage local vendors and partner agencies, holding them to one standard of quality.
Regional adaptation of creative
Global creative adapted for local language, culture, and market conditions in each region.
Cross-border logistics & compliance
We manage customs, carnets, work permissions, and local regulations when programs cross borders.
One measurement model across markets
A single reporting framework used in every market, so results are comparable across the whole program.

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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