The New Mainstream: How BODEN Agency Champions Latino Excellence in PR

Storytelling and culture are at the forefront of public relations — and Latin culture is becoming the mainstream. Bad Bunny, a Puerto Rican artist who is smashing records worldwide, and Juan Soto of the New York Mets, who has the largest MLB contract in organization history, are two examples. Brands are eager to intertwine this culture into brand images. BODEN Agency is leading the conversations around Hispanic excellence in the media.

BODEN Agency is a Miami-based communications agency dedicated to “turning culture into impact.” Established in 2007 by Founder and CEO Natalie Boden, BODEN has become a powerhouse of cultural storytelling through its PR-centered services. This minority and female-owned and led boutique agency has amassed huge success and works with interagency teams on powerhouse clients such as McDonald’s, Pepsi Co., Amazon and Microsoft. BODEN is taking a culture-first approach in everything it does and strives to provide a comprehensive and impactful client experience.

Amanda Alonso is a vice president at Boden and described her time at the agency as a “beautiful full circle moment.”

“I’ve been at [BODEN] since mid-2024, and it’s been immensely rewarding to go back to my roots,” she explained. Alonso had previously been at Ketchum for eight years and saw that BODEN offered her the opportunity to dive back into culture and heritage with some very impressive brand work.

What sets BODEN apart from other agencies? The dedication to cultural nuances and target segments while providing a standout, comprehensive client experience. Alonso emphasized the agency’s deep commitment to insights-driven work, noting that impactful storytelling is grounded in both strategy and science. “We live and breathe our audience — because we are our audience,” she shared. “Through media analysis, social listening, and a blend of proprietary and third-party research, we craft culturally resonant strategies that drive results for our clients.”

She noted that the Latino market is the mainstream, and “every day, new brands are unveiling an unexpected culture-forward collaboration.” What she finds most inspiring about BODEN is its “role in future-proofing brands by embracing the undeniable influence and growing power of the Hispanic community — because this community is the present, and the future.”

Valentina Rojas is a senior account executive and has been with BODEN for three years. She has led and executed earned media and influencer strategies for major clients, including the Latin GRAMMY Cultural Foundation and PepsiCo. Rojas explained that “BODEN possesses a deep expertise in multicultural marketing combined with world-class PR and influencer strategies that drive meaningful results — regardless of a client’s size.”

Gen Z is the talk of public relations right now, and brands are listening because Gen Z is changing the way consumers build brand loyalty. Forbes explained that Gen Z values authenticity above all and prefers to see trustworthy and authentic work. It is about what brands stand for and proper messaging.
When asked about Gen Z’s influence in BODEN’s work, Rojas said, “Gen Z’s influence is undeniable — it’s reshaping how we approach messaging at every level. From the language we use to the cultural nuances we lean into, understanding this generation’s values, behaviors and expectations is essential.”

Last year, McDonald’s rolled out a nostalgia-filled campaign with its popular Collector’s Cups. Three of the cups were designed by a Venezuelan artist, and in preparation for the event, it was discovered that he was a past McDonald’s employee: a Crew member. This gave way to a tie-in with a program BODEN works on called “1 in 8.” The program highlights the one in eight Americans who has worked at McDonald’s and all the skills gained in the time as a McDonald’s employee.

Alonso spoke to the meaningful impact of the program, highlighting the pride rooted in early career experiences. “Some of the world’s most influential figures — like Lin-Manuel Miranda and Jeff Bezos — began their journeys at McDonald’s,” she noted. “Working at the Golden Arches is not something to hide; it’s where valuable, transferable skills are developed.” She added that whenever the opportunity arises to spotlight former crew members, BODEN embraces it — most recently by weaving the “1 in 8” program messaging into the brand’s Collector’s Cups campaign.

This campaign was not only rich in nostalgia — it was also a success. “McDonald’s was featured in over 90% of the media coverage we secured,” Alonso shared. “The brand remained front and center, underscoring the impact of human-interest storytelling. When a narrative is rooted in authenticity and emotion, it becomes infinitely more compelling.’”

With all careers, PR can come with some challenges. Rojas gave insight on just how to grow from those challenges. “I’ve learned that sometimes the most challenging part of PR is not taking things personally. No matter how passionate we are or how excellent a campaign is, not everything is within our control, and we won’t always be able to land all of our dream headlines. PR teaches you to stay resilient and keep pushing forward, taking key learnings along the way,” she said.

Despite such challenges, BODEN recently earned several prestigious awards, including PRWeek US Awards 2024: Outstanding Small Agency, HRPA PR Agency of the Year, and PR Agency of the Year at the Ad Age Small Agency Awards for two years in a row.

In addition to creating successful campaigns for external clients, BODEN has launched its own leadership series, Atrévete. Led by founder Natalie Boden, Atrévete spotlights Hispanic innovators through conversations about their professional journeys, cultural influences and impact in their fields. Former guests include editors, chief marketing officers, news correspondents, entrepreneurs and many more trailblazing women.

With data and dedication to the culture at the core of BODEN’s strategy, Rojas discussed the inspiration behind the series and the mission to empower future leaders. “The driving force behind Atrévete is the urgent need to help close the Hispanic leadership gap across sectors,” she explained. “While Hispanics make up 18.5% of the U.S. population, they represent only 4% of executive leadership — and Latinas just 1.6%. The series aims to not only elevate voices, but to inspire the next generation to lead boldly and unapologetically.”

BODEN Agency’s approach to public relations reflects a deeper shift happening across industries — culture is the story and the Hispanic consumer is the new majority. With efforts like its leadership series, BODEN is proving its impact beyond campaigns and clients’ work; the team at BODEN is making an effort to innovate and inspire the new generation of the new majority. By elevating Hispanic voices, empowering future leaders and embracing authenticity at every level, BODEN is not just adapting to the future — it’s helping to build it.