RicoLatino LLC
Cultural anthropology applied to business communications:
Marketing
Corporate
Assessments
Intercultural & Multilingual Consulting
Concept & Copy, Transcreation & Translation
Custom Publications, Editorial Consulting
Certified Translations
Conversational Spanish Coach
We work to communicate quickly and effectively
At RicoLatino™, our practice includes writing, translating, transcreating*, and copy editing social media content, ads, video scripts, and other B2C and B2B communications. We deliver clear and concise copy written for the ear that is as compliant as needed with the AP Stylebook (English) and with the Real Academia (Spanish). When copy editing, our version is often about 15 percent shorter than the original copy. Our specialty? American English and Neutral Spanish for U.S. Hispanic populations.
Most of our work involves helping communities attain and maintain health in all its forms: financial, physical, mental, social, and spiritual. This work includes projects for clients in financial services, healthcare, education, nonprofits, sports & fitness, travel, retail, and other industries.
*Transcreation? Here's more.
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.