New dex Group Unit to Focus on 'Cultural Intelligence'

In New York, multicultural advertising and marketing agency d expósito & Partners (dex) has launched a dedicated public relations and social media practice called résonant, led by MD Andy Checo and designed to help brands engage with 'dynamic and diverse audiences'.

Dex boasts an ability 'to translate cultural insights into business impact', across earned, social and influencer-driven channels. The new practice promises to help clients tell more resonant stories in real time, across communities and keeping up with what it calls 'the constantly-changing rich landscape of cross-cultural intersections.'

résonant will function as an autonomous business with the dex group, and will work closely with the group's account, creative and media units to deliver fully integrated, insights-driven campaigns across the marketing mix. The new company will offer clients a full suite of services including public relations strategy, bilingual/polylingual media relations, social media management, influencer partnerships, community engagement, and culturally responsive content creation.

Clients are in food and beverage, entertainment, education, and advocacy sectors, and the team consists of six people, including Checo and journalist / digital strategist Marie Chalita, who is Director of Community Management and Social Media.

'Brands today must earn attention, not just buy it,' comments Checo. 'That takes more than just tactics - it takes cultural intelligence, empathy, and a deep understanding of how communities speak, share, and mobilize. That's where résonant comes in.'

Web site: www.dexposito.com .