Archipelago Strategies Group

What Archipelago Strategies Group does

Archipelago Strategies Group (ASG) is a Boston-based, minority- and woman-owned full-service marketing agency founded in 2014 by Josiane Martinez. The firm operates six integrated service modules—Paid & Earned Media, Creative Services, Customer Support Center, Research & Analytics, Community Engagement, and Communication & Public Relations—with a differentiated transcreation methodology that adapts messaging to cultural context rather than literal translation. ASG produces campaigns in up to 16 languages, manages over 3,000 creative assets annually, and runs more than 40 marketing campaigns per year, delivered by a 120+ person team of which 75% are bilingual. ASG's product surface extends beyond traditional agency services into managed services, most notably as the Massachusetts Executive Office of Housing and Livable Communities' centralized screener for public housing applications, with multilingual SMS communications handled from a dedicated Lawrence, MA operations center. Multi-year engagements with the Massachusetts Health Connector, Eversource, and Avangrid anchor its healthcare and energy verticals.

The firm's go-to-market is direct sales-led, with custom-quoted, project-based and multi-year retainer engagements acquired through RFP responses, case studies, Boston Business Journal thought leadership, and community engagement. ASG holds stacked MBE, WBE, NGLCC, City of Boston, and COMMBUYS certifications that grant preferential access to state and municipal procurement set-asides, and its founder's appointment as Co-Chair of the Governor's Latino Empowerment Council in 2023 reinforces public-sector positioning. Customer concentration is heavy within Massachusetts public sector agencies (healthcare, housing, transportation, gaming, higher education, energy) alongside select private-sector clients in healthcare, utilities, and financial services. Revenue is professional-services based and not publicly disclosed; headcount-based triangulation places estimated annual revenue in the $10M-$25M range with upside.

Name

Archipelago Strategies Group

Legal name

Archipelago Strategies Group

Website

https://discoverasg.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Archipelago Strategies Group is a Boston-based, MBE/WBE-certified multicultural marketing agency offering transcreation, multilingual outreach, and managed services to government, healthcare, energy, and financial services clients across 16 languages.

Ownership category

akta.pro rank

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Marketing Services - Project-Based: Full-service marketing agency providing campaign development and execution across paid/earned media, creative services, community engagement, communications/PR, and research/analytics. Revenue generated through client projects and retainer arrangements.
2. Centralized Screening Services: ASG serves as the appointed centralized screener for priority and preference claims for public Housing Applications for the Commonwealth of Massachusetts EOHLC, handling multilingual applicant communications including SMS/text messaging services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Archipelago Strategies Group is a full-service multicultural marketing agency that plans and executes integrated campaigns across paid and earned media, creative services, community engagement, communications/PR, and research/analytics. The firm specializes in transcreation—culturally adapted messaging delivered in up to 16 languages—and operates a multilingual customer support center to connect communities with government, healthcare, energy, and financial services resources. It also provides managed centralized screening services for public housing applications in Massachusetts.

Product overview

Archipelago Strategies Group (ASG) is a minority and woman-owned full-service marketing agency offering six integrated service modules: Paid & Earned Media, Creative Services, Customer Support Center, Research & Analytics, Community Engagement, and Communication & Public Relations. The company specializes in multicultural and purpose-driven marketing with a focus on transcreation—adapting campaigns across multiple languages and cultural contexts. ASG operates primarily in the healthcare, financial services, energy, climate resilience, education, and government sectors, delivering campaigns in up to 16 languages. The company manages over 3,000 creative assets annually and oversees more than 40 marketing campaigns per year through its multilingual team of approximately 120 employees.

Differentiator

Problem solved

Functional benefit

Products and services

• Paid & Earned Media Services
• Creative Services Culturally resonant content creation through transcreation—adapting messaging, imagery, and language across digital, print, and broadcast to meaningfully engage diverse audiences, with 75% of team members being bilingual speakers.
• Customer Support Center Multilingual call center providing high-volume, culturally competent support in five-plus languages, bridging language gaps to deliver vital information and case management that connect communities with essential resources.
• Research & Analytics Culturally attuned research and advanced analytics including predictive analytics, data visualization, focus groups, surveys, and key metrics to uncover audience insights and refine strategies that engage hard-to-reach communities.
• Community Engagement Strategic events and activations forging meaningful connections from grassroots outreach to large-scale productions, partnering with community groups, small businesses, and local organizations to build trust and drive impact.
• Communication & Public Relations Culturally resonant messaging that transcends media placements, engaging diverse audiences through trusted ethnic and mainstream channels, collaborating with community influencers and leveraging emerging digital media platforms.
• Centralized Screening Services Appointed centralized screener for priority and preference claims for public Housing Applications for the Commonwealth of Massachusetts EOHLC, handling multilingual applicant communications including SMS/text messaging services and coordinating with applicants throughout the submission process.

Quantifiable outcome

• 31% enrollment increase for Massachusetts Health Connector, achieving highest enrollment in 18.5 years
• +3 more outcomes

Named customers19 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core, key and minor.

• Massachusetts Executive Office of Housing and Livable Communities (EOHLC)coreStrategic or Co-development PartnerASG was appointed by EOHLC to serve as the centralized screener for priority and preference claims for public Housing Applications for the Commonwealth of Massachusetts. This includes handling multilingual applicant communications via SMS/text messaging services and coordinating with applicants throughout the submission process.
• Massachusetts Health ConnectorcoreStrategic or Co-development PartnerMulti-year partnership for open enrollment marketing campaigns. ASG's campaigns achieved a 31% enrollment increase, the highest enrollment in 18.5 years.
• Eastern BankkeyStrategic or Co-development PartnerPartnership on inclusive economic development initiatives, diverse entrepreneur support, and research collaboration on supporting diverse businesses and communities.
• The Federal Reserve BankkeyStrategic or Co-development PartnerResearch and collaboration on understanding how to support diverse companies and communities through economic development initiatives.
• NECTARminorStrategic or Co-development PartnerPartnership focused on supporting and inspiring diverse communities through economic development collaboration.
• Massachusetts Gaming CommissionkeyStrategic or Co-development PartnerPartnership to educate thousands of youths and parents about risks of online sports wagering through community outreach campaigns.
• AvangridkeyStrategic or Co-development PartnerPartnership on clean energy projects driving innovation and championing sustainable practices in environmental justice initiatives.
• EversourcecoreStrategic or Co-development PartnerLong-standing energy utility partnership on marketing campaigns and community engagement including environmental initiatives.
• Massachusetts Department of Energy ResourceskeyStrategic or Co-development PartnerPartnership on environmental initiatives and clean energy projects aimed at reducing carbon emissions.
• MassDOTkeyStrategic or Co-development PartnerPartnership on transportation projects empowering communities with vital information about impactful infrastructure projects.

Scale indicators5 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Republica: Hispanic marketing and communications agency offering advertising, PR, and content for national brands targeting Latino audiences. Direct comparable in mission, customer mix, and creative-led go-to-market.
• Lopez Negrete Communications: Largest US Hispanic-owned full-service advertising agency, providing multicultural marketing, creative, and media services to enterprise and public-sector clients. Direct competitor to ASG in Hispanic/Latino marketing for government and regulated industries.
• Alma: Multicultural creative agency serving major brands across Hispanic, Asian American, and African American segments. Comparable to ASG in offering full-service multicultural marketing with cultural authenticity as its core pitch.
• IW Group: Asian American-focused full-service marketing agency serving Fortune 500 brands and public-sector clients. Comparable to ASG as a minority-owned, segment-specialized agency competing in the multicultural marketing space.
• Bromley Communications: Hispanic-focused advertising agency (now part of Salinas Group) with strong public-sector and CPG heritage. Direct multicultural peer with overlapping service modules and customer types.

Regional players

• Connelly Partners: Boston-based independent full-service advertising agency serving consumer, healthcare, and public-sector clients. Regional comparable operating in ASG's home market with a broader, less multicultural focus.
• Allen & Gerritsen: Boston- and Philadelphia-based full-service creative, media, and data agency. Comparable as a regional full-service competitor for the same enterprise and public-sector clients in the Northeast.

Emerging players

• PAN Communications: B2B tech and healthcare-focused PR and communications agency with a strong public-sector practice. Comparable to ASG on the communications/PR service module and on public-sector client work.
• March Communications: Mid-size PR and integrated communications agency with multicultural and purpose-driven capabilities. Comparable as a smaller-scale integrated agency with overlapping service modules to ASG's Communications & PR offering.
• CashmanKatz: Boston-based integrated PR and marketing agency serving healthcare, government, and nonprofit clients. Comparable as a regional integrated agency in ASG's core verticals (healthcare, public sector, nonprofits).

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/DiscoverASG
• YouTubeyoutube.com/channel/UCF6vTx5BmpjihA78WGC0eEw
• Facebookfacebook.com/ArchipelagoStrategies
• LinkedInlinkedin.com/company/discoverasg
• Instagraminstagram.com/discoverasg

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Archipelago Strategies Group