ViceVersa is a New England-based communications company that offers cost-effective advertising, marketing, cross communication and video production services targeting the Latino / Latinx demographic. Our creative team of first-generation Latinos is composed of social psychologists, advertising specialists and video production professionals with an in-depth understanding of the Latino community.

Our Understanding

Well-intentioned communications campaigns addressing the Latino market often fail due to the use of comunications and marketing techniques that are effective in Latin America and in the U.S. general market, but are ineffective at reaching everyday Latino consumers in the U.S. Latinos comprise a diverse and successful part of the U.S. population. Still, our communities are mostly working class, comprised of people looking for economic opportunities which might not have been easily attainable in their countries of origin.

Our Approach

At ViceVersa, our approach is simple and direct. We target the Latino market in the U.S. based on the socio-economic background of our audience, using people and messages with which Latino consumers can identify. We are well versed in the needs of both communities and businesses, as we are participating members of both sectors. Most of our current clients are healthcare providers and non-profits located in Massachusetts and Souther California.

Why us?

We know how to reach the Latino community and we understand your business goals. Our focus on results means we deliver in quantity and quality, speaking the language of the market to help you reach your audience and your goals.

• Marketing
• Advertising:

• Media Buying
• Campaign Design
• Development

• Public Relations
• Graphic Design, Sound, Video and Film Production
• Non-profits, Health Providers and Government Agencies:

• Cross-Cultural communications strategy and execution
• Focus Groups in Spanish and English
• Outreach Campaigns
• Public Relations

Clients:

• Massachusetts General Hospital; strategic consulting
• Joslin Diabetes Center, Boston; outreach and interpreting services
• ABCD, Boston; public relations and translations
• The Kennedy Center, Boston; cross cultural communications and outreach
• Google, Boston; cross cultural trainings and strategic consulting
• Novartis, Boston; cross cultural trainings, strategic cross-cultural communications and technical translations
• Vertex, Boston; cross cultural trainings and strategic cross-cultural communications
• The Lawyers Guild of Massachusetts, outreach campaigns
• La Opinion Newspaper, Los Angeles; public relations
• Center for Latino Arts, Boston; marketing and P.R. services
• Festival Betances, Boston; advertising and video production services
• Boston Latino International Film Festival, probono: marketing, strategic consulting and P.R. services
• Hispanic Image Foundation - Lawrence, MA; marketing and consulting services
• Fox Sports Latin America, Los Angeles; marketing consulting services
• Discovery Channel en Espanol
• Video Produccion services
• Telemundo Networt and Telemundo KVEA 52 / Los Angeles; video production services
• Tecate Miller Brands, Phoenix, AR; advertising and Video sevices
• Television Azteca America; video production services
• Remax, Los Angeles; Video production services
• Ingles Sin Barreras; video produccion services
• Power Life America; advertising and Video production services
• Topo Chico Mexico; advertising
• Enigma Entertainment, Los Angeles; advertising
• Convencion Internacional de Talento Latino; advertising and P.R. services

Partners

• Arietis A/V
• XE Vision
• Studio Arango

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National Demographics

The United States has the world's 5th largest Hispanic population with 62.1 million people, according to the 2020 US Census. U.S. Latinos are relatively young, and predominantly urban.

The U.S. Census predicts that by 2025 Latinos will account for 20% of all Americans, and 22.5% in 2050 (or one in five people).

Each year from now to 2050, Hispanics are projected to increase the overall U.S. population more than non-Hispanic whites or any other single race ethnic group.

Almost two-thirds of U.S. Latinos (64%) trace their roots to Mexico, 15% to Central and South America, 10% to Puerto Rico, 5% to Cuba and the remaining 6% to other Hispanic origins.

More than three-fourths of the Hispanic population lives in 20 markets. More than one-third of Latinos reside in just three markets: Los Angeles, New York and Miami.

Between 1987 and 2010, the number of Hispanic-owned businesses in the United States increased almost four times as fast as other U.S. firms. (U.S. Census) While 76% of Hispanics say Spanish is their first language, they watch and read almost as much English media as Spanish. (Strategy Research Corp.) In 2005, US-Latinos surpass African-Americans as the nation's second largest race/ethnic group.

By the year 2025, the United States will have the second largest Hispanic population in the world and will constitute over 20% of the U.S. population.

Latino Purchasing Power

Latinos represent over a $2.6 Trillion consumer market, a significant increase from 2000's reported purchasing power of $350 million, according to Forbes. Latinos have, according to the Los Angeles Times, steadily increased household incomes, purchased homes and shared the American dream.

Nationwide, the number of Hispanic-owned businesses in the United States increased almost three times as fast as other U.S. firms in the same time period, according to the US Census.

Impact of Television on the Hispanic Community

One of the reasons that Spanish-language TV is so powerful with Latinos is because they are not as jaded as the mainstream. People pay attention to advertising.

In most of the markets (including Boston), there are only two Spanish-language local stations, unlike the many other non Spanish-language stations. .

At the national level, Univision is the 5th largest network in the United States after CBS, NBC, FOX and ABC. Television is the medium of choice for U.S. Latinos. .

The Nielsen Hispanic Television Index (NHTI) indicates that Hispanic households tend to be larger and their TV usage greater than the general market. Due to larger household size, viewing levels among Hispanic households tend to be more comparable to total U.S. households with three or more members. .

Spanish language programming consistently rates highest among persons in Hispanic households; 75% spend most of their television time with Spanish language programming. Hispanics watch more television; 3.6 hours on weekdays compared to 3.2 hours for all Americans. .
Central American Hispanics watch the most TV. .

The Tom's Rivera Policy Institute Study: A telephone survey was conducted of 1,013 Hispanics in 5 states, half the respondents reported watching equal amounts of English and Spanish-language TV programming.