Investing in a multicultural strategy is not just about filling communication gaps, but about amplifying messages for key audiences to reach a goal. Latinos are more integrated than ever into American culture and most move seamlessly between English and Spanish. Our client, APS, has been a pioneer in multicultural communications strategies in Arizona. Last year, Urias Communications worked with APS on its latest advertising campaign to ensure the creative was compelling to a multicultural audience. The agency also developed a media plan and transcreated ads.