What d expósito & Partners does

d expósito & Partners is a New York-based, privately-held cross-cultural marketing and advertising agency operating under the registered trademark 'The New American Agency®.' Founded in 2005 as an LLC and headquartered at 400 Madison Avenue, the firm serves enterprise and mid-market brands seeking to reach the Hispanic and broader cross-cultural mainstream in the United States. Its client portfolio spans healthcare (Tufts Health One Care), consumer goods (Tajín), nonprofit and membership organizations (AARP), public service (Ad Council), government (NYC Childcare), and cultural institutions (Smithsonian).

The agency's service offering is organized as a platform of three integrated sub-brands: Efectiva, a media agency for cross-cultural media planning and buying; Resonant, a cross-cultural public relations practice; and Insight Story, a market intelligence and business strategy offering. Across these, the firm delivers strategy, planning, advertising, digital, full media, social, PR, and direct marketing services, anchored by a proprietary methodology called 'Cultural Dexterity' that combines cultural intelligence, emotional intelligence, and business intelligence.

The firm operates a sales-led, relationship-driven B2B go-to-market motion, acquiring clients through enterprise case study showcases (AARP, Smithsonian, Ad Council), thought leadership (manifesto, sub-brand resources), and direct outreach via a 'Let's Chat' contact mechanism. Revenue is generated through professional services fees — likely retainer or project-based — for advertising and marketing engagements. The company does not disclose a proprietary technology platform, AI/ML capabilities, APIs, or integrations, and has no disclosed funding rounds, acquisitions, or institutional investors; ownership appears to remain with co-founders Daisy Exposito-Ulla and Jorge Ulla (Partner and Chief Ideation Officer).

Name

d expósito & Partners

Legal name

d expósito & Partners, LLC

Website

https://newamericanagency.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

New York-based cross-cultural marketing and advertising agency serving enterprise and mid-market brands targeting Hispanic and multicultural consumers in the U.S. through media, PR, and market intelligence sub-brands under the registered 'New American Agency®' positioning.

Ownership category

akta.pro rank

Product category

Cross-Cultural Marketing Services

NAICS

Advertising Agencies (54181), Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311), Services-Direct Mail Advertising Services (7331)

akta.pro primary industry

Activation/Experiential Creative Agencies (MPAAAAAO)

akta.pro secondary industries

Creative Concepting & Campaign Development (BPAFAEAD), Email Marketing Services (Campaign Strategy, Design, Deliverability) (MPAAAIAA)

Keywords

• Cross-cultural marketing
• Hispanic advertising agency
• Multicultural media planning
• Brand strategy services
• Public relations communications

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Advertising and Marketing Services: The agency generates revenue through client engagements for advertising campaigns, brand strategy, digital marketing, media planning and buying, social media, PR, and direct marketing services. Revenue is derived from professional service fees, likely retainer-based or project-based engagements with enterprise and mid-market brands.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

d expósito & Partners is a cross-cultural marketing and advertising agency that helps brands reach, engage, and succeed with the multicultural consumer base of New America. Services span strategy, planning, advertising, digital, full media, social, PR, and direct marketing, delivered through three integrated sub-brands: Efectiva (media agency), Resonant (PR), and Insight Story (market intelligence and business strategy). The agency's work centers on applying "Cultural Dexterity"—a proprietary combination of Cultural, Emotional, and Business Intelligence—to design and execute campaigns across TV, digital, and packaged goods channels.

Product overview

d expósito & Partners operates as a unified cross-cultural marketing agency platform with three integrated service modules: Efectiva (media agency), Resonant (PR services), and Insight Story (market intelligence and strategy). The agency combines Cultural Intelligence, Emotional Intelligence, and Business Intelligence frameworks to help brands navigate diverse cultural landscapes. Services span Strategy, Planning, Advertising, Digital, Full Media, Social, PR, and Direct marketing.

Differentiator

Problem solved

Functional benefit

Brands

• Efectiva: A media agency for a new America
• Resonant
• Insight Story

Products and services

• Efectiva A media agency for a new America, providing cross-cultural media planning and buying services for brands seeking to reach New America audiences.
• Resonant Effectual PR through cross-cultural connections, providing public relations services that help brands communicate authentically with diverse audiences.
• Insight Story Market intelligence and business strategies, providing research-driven insights that inform cross-cultural marketing decisions and brand positioning.

Named customers6 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves4 records

Expansion highlights4 records

Direct peers

• Conill: Hispanic advertising agency with full-service capabilities including strategy, creative, media, and digital, serving Fortune 500 brands — closely mirrors d expósito's positioning and enterprise client focus.
• LatinWorks: Independent Hispanic and multicultural marketing agency providing advertising, branding, and digital services; competes for similar CPG, retail, and entertainment client mandates.
• Alma: Independent multicultural creative agency with deep Hispanic-marketing heritage serving major CPG, retail, and entertainment brands; directly comparable in offering (creative, media, PR) and target audience.
• IW Group: Asian American marketing and communications agency offering advertising, PR, and digital services; comparable as an independent multicultural agency serving a specific ethnic cross-cultural segment with full-service capabilities.
• Republica Havas: Havas-owned multicultural creative agency specializing in Hispanic and cross-cultural marketing; comparable in offering and audience, with the added backing of a major network holding company.
• Lopez Negrete Communications: One of the largest independent Hispanic-focused advertising agencies in the U.S., offering integrated advertising, media, digital, and PR services to brands targeting Latino consumers — a near-direct competitor in the same Hispanic/cross-cultural category.
• Casanova//McCann: Hispanic advertising agency affiliated with McCann Worldgroup, serving major CPG and consumer brands targeting U.S. Latinos; directly comparable in creative-led Hispanic marketing services.
• Spike DDB: DDB's multicultural advertising unit focused on African American, Hispanic, and Asian American consumers; comparable as a cross-cultural creative agency serving similar enterprise brand needs.

Broad incumbents

• Ogilvy: Global advertising network with a longstanding multicultural and Hispanic marketing practice; competes with d expósito for cross-cultural mandates while offering broader scale, geographic reach, and integrated services.
• McCann: Global advertising network with a dedicated multicultural and Hispanic marketing arm; competes for cross-cultural enterprise accounts and brings substantially greater scale and resources than independent specialists.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/dexandpartners

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 d expósito & Partners