Founded in 1997 Potter Ruiz is an independent, minority-owned LatinX creative services agency. We are a team of deeply curious minds, hungry to learn and uncover what’s most important to customers.
ABOUT US
For over twenty-five years, we’ve worked with agencies to reach and retain diverse customers through bold, insight-driven creative. Our team, bred across Latin America and Portugal is deeply ingrained in the U.S. transformative experience. With roots on the East Coast where we founded our agency, and our teams on the West Coast, we intimately understand the distinct mindsets of customers across the country.
At Potter Ruiz, we seek to know consumers at the heart of what motivates them, creating campaigns free of cliché and stereotype, shaping brand perception and influencing consumer behavior.
As a minority-owned business, we are deeply committed to fostering a community that embraces diversity, equity, and inclusion. We believe that a diverse and inclusive environment not only enriches our agency, but also drives Authenticity, Respect, and Connection, in alignment with out organizational values.
LOCATIONS:
BOSTON | LOS ANGELES | NEW YORK
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 work for Mass Save, McDonald’s, Subway, Chili’s, Jack Daniel’s, Eversource, Samuel Adams, Fidelity Investments, and The Ad Council among others.
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 leverages nearly 26 years of experience as the agency’s strategist helping shape campaigns that forge genuine connections. With a keen insight into the customer journey, she helps guide creative that captures consumer attention transforming interest into engagement. Susie thrives on challenging clients to probe more deeply and thoughtfully into the Hispanic mindset to create authentic messages that connect. She is proud to have worked with many leading brands including: Mass Save, McDonald’s, Absolut, Chili’s, Eversource, Jack Daniel’s, Samuel Adams, Fidelity Investments and others.
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 connecting with cross-cultural consumers requires an understanding of culture, values, and experiences—transcending mere language.
American culture is a transformative and fluid experience. Richly layered perspectives are driven by intertwining cultural roots with American values, shaping a complex cultural identity.
At Potter Ruiz we understand the nuance required to communicate effectively. Consumer perspectives evolve continuously, driven by a craving for new experiences. Our unparalleled insight of this motivator inspires us to craft bold, insight-driven solutions.
Guided by the “Cultural ARC” process, we align brand creative with three pivotal messaging drivers: Authenticity, Respect, and Connection. Identifying shared ground between consumers and brands, we leverage these cultural and creative intersections to craft memorable brand experiences.
THE CULTURAL ARC™
Authenticity
It’s about more than translation.
We identify what’s true about the brand and the consumer to create campaigns that deliver a genuine, relevant, and impactful message. We gather proof points about the brand and how it mirrors the consumer’s values, experiences, and aspirations. Our ethos revolves around “corazón”, representing the heart and soul of our culture.
Respect
Our communication is steeped in positive cultural influence.
Hispanic culture is proud, complex, and demands to be heard. Sustaining a meaningful brand dialogue requires respect and a deft touch. We communicate devoid of cliché and stereotype, aiming to earn their respect today and foster loyalty over time.
Connection
We create messages that seamlessly connect the brand with consumer.
Latinos are a highly communicative and interconnected audience, whether it’s their use of online and mobile channels or everyday conversations between family and friends. Actively seeking advice to inform decisions they engage in an ongoing dialogue. We assist in connecting your brand to this conversation through the right channel and the most relevant messages.
