News Column

El Paso Agency Changes Focus to Hispanic Market

August 23, 2013
culturespan
The Laster Group has changed its name to CultureSpan Marketing.

The Laster Group, one of El Paso's largest advertising agencies, has changed its name to CultureSpan Marketing and will focus more on Spanish-language and Hispanic marketing, the firm announced Thursday.

The firm has launched a new Web site, culturespanmarketing.com, and will promote its "transcreation" creative process, it reported. Transcreation is the term the agency uses to describe the process of taking marketing messages developed for English-speaking audiences and turning them into culturally appropriate messages for Hispanic audiences, it reported.

"We've been doing this for our clients for many years; now we see this as a strategic advantage for our business given the tremendous growth in the Hispanic market," Nancy Laster, the agency's president and co-founder, said in a statement.

Its emphasis will be on Hispanic marketing, but the agency also will continue to provide general marketing services to existing clients, it reported.

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