Miami agency takes on new Hispanic digital identity

República, a Miami-based cross-cultural advertising, communications and digital agency, said it has replaced and redesigned its website to www.republica.soy — reflecting what it sees as a new trend.

.SOY — Spanish for I am — is a new domain that was just launched by República’s client Google, aimed at catering to the growing digital needs of the U.S. Hispanic market.

“It speaks to the identity of Latinos,” said Jorge A. Plasencia, República’s co-founder, chairman and chief executive. “Now U.S. Hispanics will have .SOY that will let them live their culture online.”

“What I am hoping, as a marketer,” he said, “is that the fact that Google is doing this, it sends a message to corporate America that you have to make sure multicultural marketing is front and center in your marketing efforts.”

This story was originally published October 17, 2014 at 3:42 PM with the headline "Miami agency takes on new Hispanic digital identity."