All Inclusive: “Inclusion Doesn’t Happen By Accident”

Representing top-notch award-winning directors, ALTERED.LA understands that client growth depends on authentically engaging the ever-growing U.S. Hispanic market—now with a GDP surpassing $3.6 trillion. To do it right, the production company believes Hispanic representation both in front of and behind the camera is essential.

For this series with LBB, ALTERED.LA is speaking to representatives from the biggest agencies in the industry to see what they too are doing to advocate for more authentic bicultural storytelling, how this will grant the next generation of Hispanic talent a foot in the door and why this will result in greater Latin representation within the general US market overall.

Today’s All Inclusive interview features insights from Marina Filippelli, CEO at Orci, and passionate advocate for the Latin community. An independent, female-led, Hispanic-first agency, Orci has been a leader in multicultural advertising and marketing since 1986. Here, the CEO tackles the subject of cultural fluency, touches on the specific ways the industry is currently failing Hispanic audiences, and reveals what could and should be done differently.

LBB> In your view, what does it take today to tell authentic bicultural stories that resonate across the general market?

Marina> At Orci, it starts with respect and representation. We go beyond audience targeting to deeply understand the lived experiences, priorities, and cultural intersections that define bicultural identity. Authentic storytelling happens when insights are grounded in real life – not stereotypes – and reflect the nuances that make bicultural audiences so dynamic.

LBB> You’ve spoken about the need to move beyond surface-level translation, advocating for organic messaging. What role does cultural fluency play in shaping campaigns that truly connect with US Hispanic audiences?

Marina> Cultural fluency is a key tool for connection. In today’s bicultural reality, language is a reflection of identity — but it’s not the whole story. Spanglish, code-switching, and context all matter. Our work honours that complexity. There’s no one-size-fits-all approach, which is why campaigns must be crafted by people who truly understand the U.S. Hispanic experience from the inside out.

LBB> How do you see the state of Hispanic representation evolving in mainstream advertising, both in front of and behind the camera? What progress has been made, and where are the biggest gaps?

Marina> We haven’t seen nearly enough progress. While industry-specific data is limited, what we can see from film and TV is discouraging — and advertising isn’t far off.
In 2022, Hispanics made up only 3.1% of lead TV actors, 1.5% of showrunners, and 1.3% of directors. Brand-side and at advertising agencies, Hispanic representation dropped from 10.9% in 2022 to 9.5% in 2023, even as our population grows. The gaps are everywhere – but so are the opportunities. When Hispanics are represented both in front of and behind the camera, cultural engagement rises by over 30%. The data is clear: representation works.

LBB> What are some of the structural barriers that still prevent Hispanic talent from gaining access to key creative roles in advertising production?

Marina> It’s a systemic issue so gatekeeping, lack of access, budget disparities, and underinvestment all play a role. When Hispanics are nearly 20% of the U.S. population but make up less than 10% of the advertising industry – and far less at leadership levels – it creates a ripple effect across production, casting, and storytelling. On top of that, only about 3 - 4% of ad dollars are allocated to reaching this audience. It’s not just about opening doors – it’s about funding what’s behind them.

LBB> Do you believe clients are beginning to see Hispanic audiences as central to their growth strategy, or is there still a perception of this market as a ‘niche’ effort?

Marina> It’s mixed. Some clients are leading the way: investing properly, bringing the right partners in early, and treating Hispanic consumers as core to their growth. But others are still stuck in outdated thinking, relying on “total market” as a shortcut or treating multicultural efforts as optional. The truth is, there is no growth in this country without Hispanic consumers. The brands that understand that now are the ones that will win in the future.

LBB> What do production companies like ALTERED.LA need from agency partners to push for more inclusive hiring and casting practices?

Marina> They need real opportunity, meaningful collaboration, and shared accountability. Inclusion doesn’t happen by accident – it happens when agencies champion underrepresented partners at every stage. That means diverse casting, yes, but also diverse creative leads, production teams, and directors. When inclusion is prioritised from the top, it flows through the entire process.

LBB> What advice would you give to the next generation of Hispanic creatives trying to break into the advertising industry today? And what are you doing at Orci to help open doors for them?

Marina> I want the next generation to know that your voice matters. Don’t shrink it – own it. This industry needs your lived experience to tell stories that reflect the real world. Build your network. Make your own work. Stay relentless. You belong. Not just in the room, but at the head of the table.

At Orci, we’ve spent nearly 40 years building a space where diverse talent thrives. We mentor, we train, and we make sure people grow. Representation isn’t a buzzword for us – it’s how we operate. Our goal is to launch the next generation of Hispanic professionals, setting them up to lead.

LBB> If we fast-forward five years, what do you hope Hispanic representation in the general market will look like? Not just in casting, but in creative ownership too?

Marina> In five years, I want to see Hispanic professionals leading the work as opposed to simply just participating in it. That means more Hispanic ECDs, strategists, directors, and storytellers owning the idea from brief to execution. Hispanics make up almost 20% of the country so we shouldn’t just be represented, we should be shaping the narrative. At Orci, we’re already doing that. My hope is that soon, it won’t be the exception – it’ll be the norm.