CAA Latino will further build on the agency’s success with clients such as Salma Hayek, Jennifer Lopez, Pedro Pascal, Grupo Firme, Gabriel Iglesias, America Ferrera, Zoe Saldana, Rauw Alejandro, Ariana DeBose, Ricky Martin, Jenna Ortega, Anya Taylor-Joy, Ana de Armas, Enrique Iglesias, Demián Bichir, Edward James Olmos, and RBD, among others, to create and maximize new revenue and business opportunities for Latino and Hispanic clients across music, film, television, endorsements, sports, business development, and more.
The initiative is led by Rudy Lopez Negrete (Latin Music and Brand Partnership agent); Toby Borg (Head of Global Client Strategy); Marielena Acevedo and Erik Toral (Global Client Strategy executives); Dania Echeverri and Camila Seta (CAA Brand Consulting executives); and André Vargas (CAA’s Chief Data Officer). More than 30 colleagues across the agency’s businesses and offices will contribute to CAA Latino’s work.
“Latino and Hispanic talent and creators have a large and ever-growing impact on culture globally,” said Negrete and Borg in an exclusive statement to Deadline. “CAA Latino supercharges the company’s integrated and collaborative model of service, building upon years of success championing the underrepresented Latino and Hispanic communities. Our top priorities are to change how the diverse community is depicted on screen, give greater voice to the work of Latino and Hispanic artists and storytellers and drive new revenue for clients.”
According to a new study released in November by USC’s Annenberg Inclusion Initiative covering the top films from 2007 to 2022 has found that Hispanic/Latino representation both in front of the camera and behind has not improved in 16 years.
However, as CAA Latino notes, Latinos account for the fastest-growing portion of U.S. GDP and are the youngest and fastest-growing demographic in the country. Latin music has recently reached an all-time high share of total music revenue. Over the last 20 years, $85 billion has been generated at the worldwide box office by films with Latino talent in at least one of the top five roles. Hispanic viewers surpass non-Hispanic fans across major sporting events like the Super Bowl.
Yet, the community remains overlooked by companies that do not recognize Latinos as a priority demographic, resulting in continued underrepresentation, or misrepresentation, in film and television, news, book publishing and beyond.
CAA Latino is a long-term commitment complementing the agency’s already existing efforts and investments that advance opportunities for underrepresented communities which includes the yearly, multi-day conference, CAA Amplify. These include a slate of custom talent development programs, corporate partnerships and collaborations, expansive data and research capabilities, and cultural consulting services across a range of narrative, marketing, and corporate projects.
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