Newsletter Signup

Co-Owner, Natasha Pongonis Featured on LA MEGA 103.1 FM Interview

Nativa MEga logoNativa’s co-owner, Natasha Pongonis, was recently featured in an interview by radio station, LA MEGA 103.1 FM in Columbus Ohio.

In the recording, the announcer details how Natasha came from Argentina as an exchange student to the Ohio State University 10 years ago, where she met her husband and then moved to Columbus.  In 2011, as an advocate for the Latino community and with the desire to be an entrepreneur, Natasha started Nativa, a multicultural marketing agency, focusing on digital communications and relevant content creation.
IMG_0320With offices in Ohio and Arizona, Nativa’s sister company OYE! was also recognized as a Top Latino startup in 2014 and the only one with female ownership.

Natasha expects to continue growing and innovating within her profession. Congratulations Natasha for your accomplishments!

To hear the complete audio recording in Spanish click play below:

Continue Reading

Nativa’s Advantage as the Digital Multicultural Agency in Phoenix

320467_10150930103302967_344719277_nPhoenix, AZ – For the past few years, when you speak about Phoenix, Arizona and multicultural (Hispanic) groups or markets – some people may have felt uneasy due to recent national media coverage.

For us at Nativa as a digital multicultural agency, we see hope, opportunity and values.

The reality is that Hispanics have been part of this area longer than our nation’s union. The cultural implications, understanding and influence simply can’t be denied.

That’s what inspired our co-founder, Eric Diaz, to make a huge move from Columbus, OH, and open a branch in the West Coast 4 years ago.

Over 6 years ago, Nativa (formally Social Media Spanish) was born digital as a humble web design and social media management company. As the web evolved and social media and culturally relevant content marketing rose in importance, we were able to adapt to those trends and start creating some of our own. This natural progression pushed us to become a true multicultural digital agency. (It just felt right!)

Numerous great multicultural agencies have been here in Phoenix for years before us. But most, if not all, started as traditional agencies doing traditional work (print, radio, TV, etc.).

Because digital is …

Continue Reading

ONE YEAR REBRAND ANNIVERSARY AS NATIVA Multicultural Communications ( Cheers to All! )

NATIVA LOGOColumbus, OH – In December 2013, we officially announced the birth of Nativa. Back then, we had one reason for the change – simplicity.

Today, we are beyond excited to be celebrating our first anniversary rebranded as the Nativa Multicultural Communications Agency.

And to keep our simplistic approach, we’re sharing our biggest lesson of the year, which has actually been a building block for all our businesses.

Innovation.

Now in our 7th year in business we continue to feel pride in how our team has been able to keep us, and our clients, innovating.

Here are some highlights for Nativa and team from 2014:

Continue Reading

Natasha: Latina Entrepreneur of the Year

IMG_0320Natasha Pongonis of Nativa named “Entrepreneur of the Year” by Latina Style

“Land of the free, home of the brave,” will forever define immigrants who move our country forward. Yet freedom means nothing without brave people willing to put everything on the line for an idea, a belief and a dream. In today’s transforming American landscape, much like early in our country’s formation, the brave surface by their ability to lead. Leadership, now more than ever, is shaping the new America.

Natasha, a native Argentinean along with her business partner Eric Diaz, a second-generation Peruvian, are leading an agency that has become a great influencer and leader in the digital media multicultural marketing space.

“The key to staying relevant in this business is to be able to evolve with the market and to seize these new growth opportunities.” Pongonis said in a recent interview for the Columbus CEO magazine.

“Understanding how the Hispanic demographic advances and realizing how these changes affect digital conversations and the use of the many different platforms are key factors to ensure our success and that of our clients.”

Pongonis’ role in the Latino Startup Alliance and Hispanicize 2014: Latino Startup of the Year

One of …

Continue Reading

Nativa’s Co-Founders to Speak at the 2014 Social Media Week Miami Conference

smw-miamiFor the first time in Nativa’s history, co-founders Eric Diaz and Natasha Pongonis will speak at the popular Social Media Week Miami Conference, which will be held September 22-26, 2014 in the iconic city of Miami, Florida.

According to Social Media Week Miami’s website, the conference “provides the ideas, trends, insights and inspiration to help people and businesses understand how to achieve more in a hyper-connected world.”

This year, Eric’s session, The Untapped Opportunity With Hispanics and Social Media will focus on the struggles most brands are still experiencing and how businesses can best understand and capitalize on the fastest growing audience in the U.S.

Natasha will bring years of social media analytics and data measuring experience to her session, Social Analytics: The Key for Social ROI Success. Conference goers will learn how to leverage the wealth of social data now available through social media analytics tools to make better marketing and business decisions.

Natasha’s session starts at 4 pm on Thursday, September 25, and Eric’s at 3 pm on Friday, September 26.

Don’t miss this incredible conference. To register and get special pass deals for social Media Week Miami, please visit, www.socialmediaweek.org/miami/attend.

 

ABOUT NATIVA

Nativa is …

Continue Reading

When to Partner With a Hispanic Marketing Agency

When to Partner With a Hispanic Marketing Agency

As a business owner or marketer you may be interested in marketing to the U.S. Hispanic market and you don’t know where to start. Well, you have a couple of options. You could roll up your sleeves and get your hands dirty trying to do it all on your own and see what happens. Or, you could reach out to a Hispanic marketing agency with years of experience in a variety of industries and let them take on the challenges that lie ahead. That leads me to my first question:

 How do you find a good Hispanic agency Partner?

sepia eric

In this podcast Eric Diaz gives you advice from his five years of experience on how you can effectively partner with a Hispanic marketing agency. Learn about what internal capabilities an agency should have and how to assess their previous Hispanic marketing work. Also in this podcast, Eric explains what specific indicators you can look out for to determine a good fit between you and the Hispanic agency.

With so many important factors like how and when to partner with an agency, take a minute and listen to this podcast. Then you can …

Continue Reading

Women and Online Purchasing Power

Lately, there has been a lot of buzz surrounding Yahoo! CEO Marissa Mayer and Facebook’s COO Sheryl Sandberg as both are women in high-powered roles. Perhaps, some of the debate had something to do with last March being Women’s History Month or rather their prowess as leaders have put them in the limelight. Nevertheless, this debate has motivated me to take a look into current online trends among women as a whole.

What is the effect of women in social technology?

According to a recent study by Pew, 71 percent of women are users of social networking sites, compared with 62 percent of men, for which a similar trend was observed with regard to mobile use. Furthermore, women are more social than men when it comes to engaging with brands, buying products that they have seen ads for and making recommendations online. An interesting statistic also shows that women are leading in the online space commonly known to be dominated by men:

  • 47.2 % of Major League Soccer fans are women
  • 46.5% of MLB fans are women
  • 43.2% of NFL fans are women
  • 37% of NBA fans are women
  • Women spent 80% of all sport apparel dollars and
Continue Reading

Why Does The Latina Shopper Matter?

Who is the Latina Shopper?

As access to technology and the convenience of online consumerism changes the way we shop, it’s impossible to ignore the role Latinos play in setting trends and styles. From the clothing we wear to home goods, to the music we listen to, Latinos have a hand in it all. To kick off the New Year, we thought it fitting to highlight the role that Latinas (las mujeres) play in the retail industry.

Adrian Carrasquillo from NBC Latino wrote an interesting article about how Latinas are changing the face of America, and how multicultural marketing is influencing our every day purchases, decision-making, and trends—though many overlook the effect of Latinos. For the current general market, the Latina woman represents beauty, style and sensuality, but at the same time is a pillar of family values and a champion for her Hispanic heritage.

Zoe Saldana for Lens Crafters Ad Campaign

Zoe Saldana for Lens Crafters Ad Campaign

 

Brands that truly understand the buying power of both Latina shoppers and acculturated Hispanics are the ones that have succeeded in making an emotional connection with the demographic. (Keep in mind the constant evolution of the statistical projection of this group):

  • 66 percent
Continue Reading

Super Bowl XLVI Ads: Hispanics Are Talking

With 111.3 million average viewers, and 114 million tuning in just for Madonna’s halftime performance, Super Bowl XLVI made its mark in Super Tazón (Spanish word for Super Bowl) history, breaking the previous viewing record. This has presented the largest audience for what the Super Tazón has become known for and what we all look forward to: the commercials. From Chevrolet to Doritos, many big brands came with their best this season, but a ringing topic is – Did ad makers forget to include minority viewers?

Using the online listening power tool Radian6, we researched a quantity of over 60,000 online mentions1 of brands that advertised during the Super Bowl to find which ones resonated most with Hispanics.  We analyzed conversations by Spanish dominant and bilingual Hispanics using sophisticated search method techniques, facilitated by the software.  By doing this we were able to capture not only the pure Spanish conversation, but also the English speaking Hispanics whom are increasingly important to brands in the US’s evolving American culture.

So lets dig into the numbers…

¿Tienes Hambre?  – Food Brands mentioned by Hispanics

Doritos led the food conversation among Hispanics during the Super Bowl. Most of the …

Continue Reading