“Because culture, and getting culture right, is everything to us,” is the mantra of Los Angeles headquartered advertising agency Orci. How are brands going to connect in culture with consumers in 2025? To find out, Portada interviewed Randy Gudiel, SVP Media Director at Orci.
Orci: 2025 Media Planning and Buying
2024 brought events through which U.S. consumers expressed new or changing preferences, the most salient being the presidential election. How will brands best connect with their target audiences in this environment, particularly when reaching diverse consumers? According to Orci’s Gudiel, “In 2025, media planning and buying will need to be more intentional, especially as multicultural communities continue to navigate changing immigration policies and broader societal shifts. These factors directly shape how people engage with brands, and the expectations for campaigns that reflect real understanding are higher than ever.”
“Minority-owned media will play an even bigger role in connecting authentically with these audiences. These platforms aren’t just media outlets—they’re trusted voices that understand the culture and stories of our communities. But the reality is, we don’t have enough of them, and their scale is still limited.”
“Minority-owned media will play an even bigger role in connecting authentically with these audiences,” says Gudiel, who plans and buys media for major brands, including Honda. “These platforms aren’t just media outlets—they’re trusted voices that understand the culture and stories of our communities. But we don’t have enough of them, and their scale is still limited. That’s where brands have an opportunity—not just to buy space but to actively support these platforms’ growth. In 2025, success will come from investing in more collaborative and transformative partnerships, allowing these voices to reach even further.”
To Gudiel, engaging consumers in 2025 “means showing up in ways that feel real. One of the best ways to do that is by building stronger partnerships with minority-owned and community-driven media. These platforms know their audiences better than anyone, but the challenge is that there aren’t enough of them. That’s why it’s important to work with these partners thoughtfully, not just by buying space but by co-creating content and amplifying the unique stories they bring.”
“We also need to think beyond traditional ads and create shared experiences that connect with people. That could mean leveraging influencers, creating immersive content, or focusing on community-first campaigns that reflect what people care about.”
“We also need to think beyond traditional ads and create shared experiences that connect with people. That could mean leveraging influencers, creating immersive content, or focusing on community-first campaigns that reflect what people care about. It’s all about building trust and ensuring every touchpoint feels meaningful and culturally aligned.”
Retail Media to Create Emotional Connections
Retail media has completely changed how brands connect with consumers, especially at the point of purchase. Gudiel asserts that retail media is “powerful because it combines first-party data with the ability to deliver super-relevant messaging right when consumers make decisions.” For multicultural audiences, Gudiel maintains that retail media offers something even more exciting. “It allows brands to reflect cultural traditions, seasonal moments, and other touchpoints that resonate. But it’s not just about driving conversions—it’s about using these moments to create an emotional connection, fostering loyalty, and building a deeper relationship with consumers.”
Orci: Soccer and Sports Marketing
As the soccer space continues to grow, brands connecting in the right way to multicultural audiences have a lot to gain. “Soccer is so much more than a sport—it’s something that brings families, friends, and communities together, especially within multicultural audiences. For kids, it’s become a way to dream big and see themselves in something bigger than just a game. And for young girls, it’s opening new doors and creating opportunities we didn’t see as much before.”
Here again, Gudiel emphasizes the role of creating meaningful experiences.”Even for brands without huge sponsorship budgets, there’s a lot of room to get creative. Partnering with local clubs, supporting grassroots events, or telling stories that highlight the passion and pride around the game are all ways to connect in a way that feels authentic and personal. The opportunity is massive as we watch the 2026 World Cup in North America. Soccer’s popularity is exploding, and the multicultural connection to the sport makes it a unique moment for brands to tap into something deeply cultural. But with so many brands trying to get in on the action, the challenge will be standing out. The ones that succeed will take the time to understand what soccer means to its fans and celebrate the culture behind it—not just the event.”
“Soccer’s popularity is exploding, and the multicultural connection to the sport makes it a unique moment for brands to tap into something deeply cultural.”
CHECK OUT: 2024 Holiday Plans of Carol Castillo, Gustavo Cecilio, Arturo Picicci..,
