Pinnacle Launches CIMA – Multi-Cultural Unit led by Elizabeth Pedraza
By The Chicago Egotist / /
Pinnacle Advertising announces the launch of CIMA, a full-service multicultural agency, purpose-built to connect brands with the U.S. Hispanic market. With deep cultural fluency, strategic agility, and enterprise-level thinking, CIMA bridges insight with impact, elevating brand relevance where it matters most.
Industry veteran Elizabeth “Liz” Pedraza has been selected to lead CIMA as President, focusing on agency growth and strategic client partnerships. Liz has a career spanning 20+ years of media and strategy experience, including senior roles at Univision Communications, Telemundo, NBC Universal, iHeart Media and NPR.
“Our approach at CIMA is ‘Culture is Essential’—we go beyond translation to create work that’s authentically in-culture,” said Liz. “Latinos respond to brands that recognize and reflect their identity. It’s not just about language; it’s about relevance, respect, and resonance.”
“Liz is the ideal leader for CIMA,” said Michael Magnusson, Founder of Pinnacle. “Her unique background, both culturally and professionally, along with her fluency in both Spanish and English, gives her an unmatched understanding of the U.S. Hispanic market. She brings authenticity, leadership, and a deep connection to the communities we serve.”
With Latinos representing 20% of the U.S. population—and over two-thirds concentrated in key markets like California, Texas, Florida, New York, Illinois, Arizona, and New Jersey—brands can no longer afford a one-size-fits-all strategy. CIMA builds the cultural bridge first, then delivers the message with meaning.
Latinos now power a $3.2 trillion GDP, surpassing 2023 estimates and ranking as the world’s 5th largest economy—this community represents a country within a country. Between 2000 and 2024, Hispanics accounted for more than half (58.1%) of the total U.S. population growth, underscoring the immense, untapped potential for brands to authentically engage with this dynamic demographic.
“The numbers speak for themselves,” said Liz. “Latinos represent a huge portion of the economy, yet brands are investing just 4% of their ad spend to target this market. The opportunity is undeniable. Our deep understanding of this demographic gives us a unique advantage in helping brands truly connect and thrive within this rapidly growing community.”
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