/ Service
Consulting & Creative Strategy for the Hispanic Market
A campaign that works in English doesn’t automatically work for the Hispanic & Latino market. Sometimes you already know that, and you have a campaign that needs to be rebuilt for it. Sometimes you don’t even know where to start.
Dale Play is Yucalab’s full-service consulting and creative strategy. It works whether you’re rebuilding a campaign or starting from scratch, including if this is your first time in the Hispanic market at all.
A few places brands and companies usually start:
Wherever you're starting from, we got you.
A lot of campaigns miss with the Hispanic & Latino market for a specific reason: the copywriter, the designer, and whoever did the cultural research never talked to each other. Each piece could be fine on its own. But together, they don’t match, and that mismatch is what the audience actually notices.
Dale Play starts with strategy first: one team deciding what the work needs to say and look like before anyone writes a word or starts designing. The copy, the visuals, and the cultural adaptation all come from that same plan, not five people working off five separate briefs.
What that looks like depends on who you are:
When one team owns the whole strategy, every piece of the work says the same thing, in the same voice, built from the same understanding of the audience. Nothing “kind of” matches. It’s built to match from the start.
It also means you’re not the one holding it together. Instead of briefing five vendors, chasing down what each one delivered, and hoping it all lines up once it’s in the same room, one team is accountable for the whole thing.
And because the strategy comes before the execution instead of after, what you launch holds up under scrutiny, yours, and your client’s, if this is work you’re presenting on to someone else.
That’s what one team gets you: everything that actually lines up.
Every project starts with strategy. From there, it moves through whichever of these it actually needs:
Hispanic Market Consulting & Audience Insights
Real research into who you’re actually talking to, which generation, which country of origin, which region, before a single word gets written.
Creative Strategy & Campaign Concepts
The big idea, built from that research instead of adapted from an idea made for someone else.
Spanish Copywriting
Headlines, scripts, and messaging written in Spanish from the concept itself.
Art Direction, Visual Storytelling & Cultural Adaptation
Visuals, messaging, and design built around what actually reads as culturally authentic to this audience, not stock photography with random Spanish text.
Campaign Adaptation & Transcreation Across Platforms
Taking a concept that already exists and rebuilding it so it holds up across every format it needs to run in.
Latino Influencer & Organization Recommendations
Names and partners worth reaching out to, based on who your audience actually trusts, not a generic influencer list. This is recommendations, not full execution of the influencer relationship.
Dale Play covers the full strategy. If you only need one piece of it, these go deeper on their own:
When the strategy already exists and you just need the Spanish messaging itself: headlines, scripts, campaign copy that comes straight from the concept.
When you have a campaign that's already working in English and you need the Spanish version to have that same impact, in a way that actually connects with this audience.
When what you're after is an always-on content system, built to run every month and build authority over time.
We know the Hispanic market because we're part of it.
Every project brings the same three things together: cultural expertise, creative thinking, and execution backed by real talent.
Since 2015, brands have trusted us with campaigns where connecting with the Hispanic market was intentional, not part of their checklist.
We back every creative idea with real research into this audience, not a guess about what feels culturally right.
Most of our client relationships last for years, because the campaigns actually got results.
/ Questions
Dale Play is full consulting: research and audience insights first, then the strategy, the creative concept, the copywriting, the art direction, and the adaptation built from that research, all as one connected process. If your strategy and concept already exist and you just need the Spanish copy or a transcreation done, Spanish Copywriting or Spanish Transcreation on their own might cover it. Dale Play is for building the thinking behind the campaign, before any of that execution starts.
Yes. We join as the Hispanic Marketing Partner for Agencies, the Hispanic market and Spanish-language expertise your team doesn't have in-house, build the strategy and creative alongside your team, and present it with you to your client. Your relationship with your client stays yours.
Yes. Dale Play covers the full scope, but it doesn't have to be all-or-nothing. If you need audience insights before you're ready to commit to a full campaign, or just want a second opinion on a concept your team already built, we scope the work around exactly what you need.
