RicoLatino LLC
Diverse voices and perspectives for greater authenticity and relevance
Inclusive and Plain Language:
English | Spanish | Spanglish
MARCOM | PR | ASSESSMENTS
Beyond pronouns
Increasingly, copy and scripts written in English will be read and heard by consumers (both B2C and B2B) whose native language is not English. Informed by sociolinguistics and cultural anthropology, Rico offers award-winning copywriting, translation, transcreation, and copy editing services focusing on plain language and inclusive language (beyond pronouns). Communications include social media content and ads, radio and video scripts, speeches, presentation decks, press releases, and other marcom, PR, and assessments copy.
Additional services: Keynote speeches and training sessions, intercultural and editorial consulting, speech writing and coaching, Conversational Spanish Coaching, and certified translation services.
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.
Testimonials
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!
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!”
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.