Helping Brands

SINCE 1997

WE'RE POTTER RUIZ.

An independent, cross-cultural
creative services agency

We never underestimate emerging culture.

IT IS HUMAN EVOLUTION.

We understand identity is not a profile or demographic.

IT’S A TRANSFORMATIVE EXPERIENCE.

MILLENNIALS ARE FACETED.

There is no room for stereotype.

OUR WORK

speaks volumes.

Thoughts and Musings

from Potter Ruiz

ABOUT US

Founded in 1997 Potter Ruiz is an independent, Hispanic and total market creative services agency. We are a team of deeply curious minds, hungry to learn and uncover what’s most important to our client’s customers. Always insight driven, we don’t rest until we’ve been successful at building meaningful relationships.

For twenty years we have been helping our partners reach and retain the diverse and evolving multicultural market capturing customers through bold, insight-driven solutions.

With a team bred across many Latin countries, we live and breathe the U.S. Hispanic transformative experience. We know intimately the distinct mindsets found in customers from the East Coast where we founded our agency 20 years ago, the West Coast where we house our LA office, as well as the cultural influences of our team in Toronto.

At Potter Ruiz, we seek to understand the cross-cultural consumer at the heart of what motivates them, creating campaigns free of cliché and stereotype, touching the consumer at their core.

LOCATIONS:
BOSTON | LOS ANGELES | TORONTO

LEADERSHIP

FERNANDO RUIZ

CHIEF CREATIVE OFFICER, CO-FOUNDER

For over two decades, Fer Ruiz has been recognized as an influential creative voice in reaching the Hispanic market with confidence. Fer’s fascination with the human mind and emotional patterns helps him get to the core of what makes consumers respond. Fer thrives on drawing out feelings and attitudes that can only come from living and embracing the culture. He’s demonstrated his unique talent and cultural insight with award-winning work for McDonald’s, Subway, Chili’s, Jack Daniel’s, Stop and Shop, Babies R Us, Samuel Adams, Fidelity Investments, and The Ad Council. Fer draws inspiration from his youth in Mexico City, as well as his relentless curiosity and hunger for cultural experience.

Off Duty

At work Fer wears several hats and on the street it’s no different. Dapper to the core he’s rarely seen without sporting one of his unique toppers. When not flying between cities he’s flying around town either on his long board or bike listening to music. If on foot he’s roaming the streets digesting the world around him diving into a galleries, and later on diving into the perfectly made cocktail. Tucked by his side at work are his two muses; a 62’ Fender precision bass and a 1980s Kriptonics skateboard.

SUSIE POTTER

POTTER RUIZ PRINCIPAL, CO-FOUNDER

Susie brings nearly 20 years of experience as an agency director and strategist, empowering global brands to make genuine connections with cross-cultural markets. Susie’s insight into the customer journey helps brands to find the most relevant and timely moments to capture consumer attention. Susie crafts the marketing funnel to align with buyer motivations, designing marketing ecosystems that allow the creative to shine. Susie thrives on challenging brands to probe more deeply and thoughtfully into the Hispanic mindset and create authentic messages that connect. She is proud to have worked with many leading brands including: McDonald’s, Absolut, Chili’s, Jack Daniel’s, Bose, EnergyStar, Samuel Adams, Fidelity Investments, and Subway.

Off Duty

Gets downright giddy (rubbing sweaty hands together) over Wellfleet or Duxbury oysters. Builds roaring fires and grills steaks in the fireplace with a special contraption. Known to push it past red while listening to Jack White. Has a curious mind and a good observer of the world around her. Susie lives for culture and the arts but don’t get between her and her Sawzall.

PHILOSOPHY

Successfully engaging the cross-cultural consumer requires brands to understand and reflect their culture, values, and experiences—not just language.

Engaging in American culture is a transformative experience for the cross-cultural consumer. Their deeply-faceted perspectives are driven by cultural ties blended with American values. Their inner dialogue is not linear. That complex cultural identity colors the lens through which they view the world and their rightful place in it.

At Potter Ruiz we understand the nuance required to communicate to cross-cultural markets. Consumer minds are constantly changing, with an appetite for new experiences. Our unparalleled understanding of this hunger leads us to craft bold, insight-driven solutions. We approach marketing with the “Cultural ARC” process—aligning brand creative with three key drivers of messaging: Authenticity, Respect, and Connection. We find commonalities between the consumer and the brand and leverage them culturally and creatively to create memorable brand experiences.

THE CULTURAL ARC™

Authenticity

It’s about more than translation.
We identify what’s true about the brand and the consumer and create campaigns that deliver a genuine, relevant, and impactful message. We gather proof points about the brand and how it reflects the consumer’s values, experiences and aspirations. Our culture is about corazón, heart.

Respect

We communicate with the consumer using positive cultural influence.
Latino culture is proud, complex, and demands to be heard. Maintaining a brand conversation with Hispanics requires respect, admiration, and a deft touch. We communicate free of cliché and stereotype, in a way that earns their respect today and their loyalty over time.

Connection

We create messages that powerfully connect brand with consumer.
Latinos are a highly communicative and connected audience. Whether it’s their advanced use of online and mobile channels or basic everyday conversations between family members and friends, they actively seek out advice to inform decisions. We help connect your brand to the ongoing dialogue through the right channel and the most relevant message.

SERVICES

DIGITAL

WE HELP MAKE YOU MORE DISCOVERABLE.

Whether you’re a brick-and-mortar institution or a virtual empire, your most important location is your online presence and digital advertising footprint. Just as global retailers expand markets and build new locations, brands must be expanding into new channels and building online ecosystems. No matter if we’re contributing a piece of your program or developing and managing an entire plan, we create campaigns that take the consumer on a brand journey that leads them to conversion and ongoing engagement.

SERVICES:

Digital Creative Campaigns

Marketing Automation & Lead Nurturing

Email Marketing Management Customer Profiling

SEO, Search Marketing, Paid Search, & PPC

Programmatic & Display Remarketing

Channel Activation

Analytics & Custom Reporting Web Experience Strategy

Web Development & Deployment

Mobile Strategy

Mobile Development & Deployment

Brand Product Development Consulting

SOCIAL

WE HELP YOU GET ENGAGED.

It’s a social world. Marketing today requires a message that engages consumers both socially and emotionally. Social-culturalism is as important as multi-culturalism when developing creative, amplifying a message, and driving consumer action. At the core, we believe in a social business approach that redefines the traditional funnel and combines great creative with social insights to engage consumers more deeply with your brand. And each other.

SERVICES:

Social Business Strategy & Planning

Reputation Management

Content Marketing Strategy

Content Development

Social Community Strategy

Social Promotion Development

Social Campaign Management

Team Training & Monitoring Tool Installation

Influencer Strategy & Management

Brand Journalism Strategy

Brand Channel Development

Blog Development & Publishing

Podcasting & Video Production

TRADITIONAL

WE HELP YOU NAVIGATE THE TOTAL MARKETING MIX.

Despite over-indexing in the digital world Latinos often live in a multi-generational households where traditional media like radio, TV and newsprint are still widely enjoyed. To reach customers where they live means understanding that they are watching TV both on their tablets and at home with family as a shared experience. While newsprint has been languishing among the general market, local community newsprint continues to be an important consideration. Similarly radio with a robust listenership of 95%. We believe properly allocating resources and developing the right media mix of traditional to digital and social is crucial to brand growth.

SERVICES:

Campaign Development

Hispanic Research & Interpretation

Hispanic Cross-Cultural Analysis

Channel Analysis & Strategy

Marketing/Advertising Plan Development

General Market Campaign Integration Consulting

Creative Services

Concepting, Design, Copywriting,

Adaptation, In-house broadcast production

Traditional Media Production TV, Radio, Print

CRM

EXPERIENTIAL

WE HELP YOU BUILD BRAND EXPERIENCES.

Helping customers achieve a live brand experience is at the core of experiential marketing. While traditional, social and digital work hard to communicate a brand’s attributes and benefits, experiential marketing supports those efforts in a tactile and often interactive way that engages all the senses. Experiential marketing gets customers participating, be it prankvertizing or a more simple event sampling. Our experiential campaigns get customers to take an active role in the conversation. Furthermore experiential provides the opportunity for customers to share their experience, having interacted with the brand they can see how it would fit in to their lives contextually.

SERVICES:

Digital Creative Campaigns

Marketing Automation & Lead Nurturing

Email Marketing Management Customer Profiling

SEO, Search Marketing, Paid Search, & PPC

Programmatic & Display Remarketing

Channel Activation

Analytics & Custom Reporting Web Experience Strategy

Web Development & Deployment

Mobile Strategy

Mobile Development & Deployment

Brand Product Development Consulting

STRATEGY

WE’RE DRIVEN BY INSIGHT AND STRATEGY

Winning the new American consumer demands that we help brands evolve their communications beyond a siloed or versioned approach. Identity is not a profile or a demographic. It’s a dynamic, fluid, transformational human experience. It’s the culmination of our influences and influencers. We are a team of deeply curious minds, hungry to tease out and uncover what’s most important to consumers.

Always insight driven, we help our clients build lasting and meaningful relationships with the diverse and evolving multicultural market capturing customers through insight driven bold creative solutions.

SERVICES:

Brand Discovery

Strategic Planning

Market Research

Marketing Planning