- The Des Moines, IA-based National Pork Board has tapped the Miami agency República to help expand multicultural efforts.
- República will create ads to reach the Hispanic, African-American, and Asian markets.
- According to José de Jesús, the pork board's director of multicultural marketing, República won the account because of its work with food brands like Goya, as well as the thinking of its leaders.
To reach multicultural markets, it is critical that a brand find an agency with proven experience reaching those markets. The Pork Board had some experience reaching out to Hispanic markets, but the other cultural markets will be a new challenge that República may be better suited to assist it with.