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In a bold move to amplify the Latin community in marketing, award-winning creative agency NOISE has launched its new division, NOISE LATIN. Founded by first-generation Latin American entrepreneur Joe Laresca, NOISE LATIN aims to bridge the gap in how brands speak to and connect with the Latin consumer.
As part of the division’s launch, NOISE LATIN is pledging $1 million in creative services to support Latin-owned businesses—a commitment that underscores the agency’s dedication to elevating Latin culture and entrepreneurship.
Leading the charge at NOISE LATIN is senior art director David Villatoro, an award-winning art director who was previously at Casanova/McCan. His work won “Best in Show” and “Best Cultural Insight” for the Mucinex campaign at the Hispanic Marketing Council’s Strategic Excellence Awards.
“I think NOISE LATIN and our new ventures will be some of the biggest things we do at NOISE,” Villatoro said in a press release. “So far, we’ve collaborated with Luar to create a bespoke capsule for Amazon, launched Latin-specific campaigns for Red Bull, and we’re getting ready to launch two heavily Latin-inspired ventures—one in food and one in fashion. We really understand the space, and I can’t wait to share more.”
Hispanic Executive spoke with Laresca about why this initiative matters and the future of marketing to the Latin audience.
Why was it important to pledge $1M in creative services to Latin-owned businesses?
Our mission is to show the world the power of Latin culture. Pledging $1 million in creative services isn’t just about giving back to our community—it’s doubling down on what we believe in. Latinos are often overlooked when it comes to entrepreneurship, media, and entertainment; yet, we’re inherently loyal and borderline cult-like. Investing in Latin-owned brands and Latin talent isn’t just strategic—the data is there. Latinos have the highest rate of business creation in the US.
What do brands get wrong about speaking to the Latin consumer?
Treating the Latin consumer as one group. Most Latin-focused marketing is filled with the same stereotypical cues and is one-dimensional. Just because we speak the same language doesn’t mean we’re all the same. The Latin consumer is multicultural in and of itself, made up of different countries, experiences, and dialects. A one-size-fits-all approach doesn’t work.
What does “authentic representation” mean to you in today’s marketing world?
I think there’s good intention in collaborating with superstars to amplify a brand, but that’ll only get you so far. Authentic representation goes beyond just slapping a Latin artist on a campaign. Along with making sure the creative and brand are there, it’s about telling real stories, capturing cultural nuances, and amplifying voices that don’t always get the spotlight. If you can get those right, the right talent and partnerships can make a brand fly.
What advice would you give to your younger self in Tita’s car?
Don’t ever try to fit in. As cheesy as it sounds, turn the volume up on who you really are. That’s how you’ll win and give the world something it hasn’t seen before.
Who are the Latin creators or leaders inspiring you right now?
These may be obvious, but people like Bad Bunny, Marcello Hernandez, and Karol G. They’re unapologetically themselves and don’t shy away from their culture and who they are. They’re all great examples of what happens when you build an authentic brand world—die-hard fans that mobilize.
What’s one Latin-owned brand you think everyone should know about?
Two brands we’re building! The last few years, we went all in on creating two consumer-facing Latin brands, and we’re really close to launching them—one in food and one in fashion. We’re always saying how we’re creating the brands we wish existed. That’s why we spent so much time on them, because we wanted to build brand worlds that could stand the test of time.
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Laresca and his team are not just launching a division but also shifting the narrative with NOISE LATIN. By pledging resources and investing in Latin entrepreneurship, they’re making sure the community gets the attention and recognition it deserves in the marketing world and beyond.
This article was produced with the assistance of AI.
