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Florida Small Business Profile
Brunet-Garcia in Jacksonville is Ethno-Marketing
To strike out on their own, Diane and Jorge Brunet-García married their experience in the ad industry with their own backgrounds.
 "We were focused on a niche that some people don't have the cultural affinity for." — Diane Brunet-García |
As it turned out, "Click It or Ticket" wasn't a popular message with the young minority population. The Brunet-García campaign succeeded by shifting from the most threatening appeal, avoiding a ticket, to the most altruistic — saving your life or that of a loved one.
When they got that first contract, the agency consisted of just the two of them — he comes from the art side, she from the writing/video-production side. Eight years later, Brunet-García has 26 employees and notched more than $3 million in billings last year, an all-time-high. "Things are really looking good for 2011," says Diane Brunet-García.
The couple say they built the firm around marketing to Latinos. Cuban-born Jorge Brunet-García wanted to step out on his own in part because employers always had him designing ads in English; he wanted to give it a try in his native language. "We were focused on a niche that some people don't have the cultural affinity for," says Diane Brunet-García. "At the same time the economy has been tanking, the population figures for Hispanics have been exploding, so it was a tremendous advantage to already have been working in that space."
What has surprised them is the demand for marketing and behavior-change campaigns targeting not only Hispanics, but all types of minorities, from African-Americans to Caribbean islanders. New clients include Blue Cross Blue Shield of Florida and Coastline Federal Credit Union. "We try to reach people by understanding their cultural landscapes and preferences," says Diane Brunet-García. "That is valuable for all kinds of customers in all kinds of industries."
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