RicoLatino LLC
Diverse voices and perspectives for greater authenticity and relevance
Enriching storytelling with inclusive narratives
Working at the nexus of marketing, PR, and corporate communications, we bring fresh, outside perspectives on culture and language. We discover, uncover, and create authentic and relevant concepts and communications.
Informed by sociolinguistics and cultural anthropology, Rico and his ad hoc teams offer award-winning copywriting, translation, transcreation, and copy-editing services. Their work includes social media content and ads, radio and video scripts, speeches, presentation decks, press releases, and other materials.
Inclusive English (beyond pronouns)
Increasingly, copy and scripts written in English will be read and heard by people (prospects, customers, and employees, in both B2C and B2B communications) whose native language is not English. Going beyond Plain English, Inclusive English strategies allow for the development of messaging that is more impactful and accessible.
Additional services
Keynote speeches, training sessions, intercultural and editorial consulting, speech writing and coaching, Conversational Spanish Coaching, and certified translation services. It's all about leveraging culture and language to generate elegant and succint messaging.
Testimonials
I love working with Rico! His sentences are tight, his word choice exact, his transitions breezy. Whether it's reviewing copy I've written or working together live on a document, Rico not only improves the material, but also makes me a better writer. The quality of Rico's work has earned my highest — and spontaneous — praise: “You're so #^%* good!”
My recent collaboration with Rico Vallejos has profoundly reshaped my appreciation for the art of communication. His ability to transmute intricate concepts into compelling narratives was nothing short of remarkable. Rico's talents shine brightly in a field where nuance and resonance are paramount. His contributions were instrumental in elevating our project to new heights, and I have no hesitation in speaking about his unparalleled skill set.
Rico’s quality of work is superb, his teams always include only top talent, and he’s very organized about projects. I highly recommend his work and his teams.
Rico is responsive, innovative, and confident. I enjoy working with him, he gives genuine, timely feedback, and he always comes through with rush projects. His work is flawless!
Health
Much of our work includes projects for clients in financial services, healthcare, education, assessment, nonprofits, government, packaged goods, sports and fitness, travel, religion and spirituality, retail, and other industries. This work often involves helping individuals and communities attain and maintain health in all its forms: financial, physical, mental, social, and spiritual.
Below are the first two points in the preamble to the World Health Organization's constitution. We are committed to these principles and incorporate them into our community involvement and philanthropy.
"Health is a state of complete physical, mental, and social well-being, not merely the absence of disease or infirmity."
"The enjoyment of the highest attainable standard of health is a fundamental human right for everybody."
Stop Latino Coating
We gladly support the #STOPLATINOCOATING movement. We aim to ensure that the right weight and authentic engagement are given to Hispanic marketing efforts.
You are Latino Coating if you…
Launch a Hispanic Heritage Month campaign and thinking that it will suffice for the whole year—it does not.
Simply translate or awkwardly adapt campaigns not originally crafted for Latino audiences—this often feels disingenuous. (See this on Transcreation.)
Swap Latino faces without adjusting the message or context—we’ve already learned one-size-fits all approaches don’t work.
Believe a sprinkle of percussion or Latino music will automatically resonate with diverse Latino auditory preferences.
Rely on exaggerated stereotypes rather than tapping into the rich cultural nuances and subtleties that truly speak to Latino experiences.
Presume non-targeted media placements can substitute the strategic and creative depth that specialized agency partners offer for truly engaging the Latino market.
Are underspending based the $3.2 trillion marketing opportunity.