Italian
Cultural Agency: A New Era in Multicultural Publicity and Marketing
A fresh approach to connecting with diverse audiences
In a groundbreaking move, veteran PR executive Linda Guerrero has launched Cultural Agency, a multicultural agency designed to bridge the gap between publicity, awards, and marketing campaigns with the ever-evolving cultural landscape. This innovative agency is particularly focused on Latino, Black, API, LGBTQ+, faith, and accessibility audiences.
“Multicultural audiences are mainstream audiences, and we know that films with diversity drive bigger box office,” Guerrero stated during the announcement. ”But connecting with these audiences takes much more than heritage months or once-a-year campaigns.”
The vision behind Cultural Agency
Guerrero, who has an impressive resume with stints at Netflix and 42 West, elaborated on her vision: “I’ve spent most of my career helping brands and clients engage culture-defining communities with authenticity, purpose, and a sophisticated understanding of their many nuances. Creating Cultural Agency is the next right step.”
Joining Guerrero in this venture is Shawn Finnie, who will serve as the executive vice president. Finnie brings a wealth of experience from his tenure at the Academy of Motion Picture Arts and Sciences, where he most recently held the position of executive vice president, member relations, global outreach, and awards.
A team of industry veterans
The company is already collaborating with several streaming platforms and theatrical companies, leveraging the extensive experience of Guerrero and Finnie in working with multicultural audiences. Cultural Agency has also established an advisory council that includes notable figures such as Gold House CEO & founder Bing Chen, GLAAD CEO & president Sarah Kate Ellis, Elle editor-in-chief Nina Garcia, WIE Suite CEO & founder Dee Poku, and Time CEO Jessica Sibley.
Linda Guerrero’s journey
Before founding Cultural Agency, Guerrero spent six years at Netflix, where she most recently served as senior director of multicultural publicity, social, and community. In this role, she led a team focused on strategy and outreach for Black, Latinx, API, LGBTQ+, and faith audiences across film and series. She also spent three years as director of publicity for Latin America.
Guerrero’s career also includes a decade as managing director at 42 West, where she created and led the company’s multicultural practice with clients such as Universal, Warner Bros., 20th Century Fox, and Netflix. Her resume also features a term as vice president at Terry Hines & Associates, where she helped launch their multicultural group, and roles on publicity teams at Paramount, Rogers & Cowan, and 20th Century Fox.
Since 2016, Guerrero has been a marketing and public relations member of the Academy of Motion Pictures Arts & Sciences, serving as co-chair of the A2020 and A2025 initiatives since 2020 and the branch’s executive committee since 2019.
Shawn Finnie’s contributions
At the Academy, Finnie oversaw member engagement and global outreach for the organization’s membership of more than 11,000 artists and executives. He was responsible for Academy Awards administration, rules and regulations, processes for submissions, rules, and voting, as well as industry engagement and film festivals strategy and outreach. Finnie launched Academy Affinity groups, which are member-led, staff-supported groups that amplify voices in the Black, Indigenous/Native American, Middle Eastern, West Asia, North African, LGBTQIA+, Asian, Latinx, and accessibility communities. He also co-created and produced the award-winning “Academy Dialogues: It Starts with Us” series and was instrumental in the Academy’s premiere events, including the Governors Awards, Women’s Luncheon, and Oscars broadcasts.
In 2021, Finnie was featured on a prestigious New Leaders list and received the 2023 AdColor Advocate award. Since leaving his position at the Academy in 2023, Finnie has been hosting a digital series for a major publication.
The future of Cultural Agency
Cultural Agency is poised to redefine how brands and clients connect with diverse audiences. By leveraging the extensive experience and deep understanding of cultural nuances that Guerrero and Finnie bring to the table, the agency aims to create authentic and impactful campaigns that resonate with multicultural audiences.
For cinema and TV series enthusiasts, this means more inclusive and representative content that reflects the rich diversity of our society. For music lovers, it promises a broader range of voices and stories that speak to the varied experiences of different communities.
As Cultural Agency continues to grow and evolve, it will undoubtedly play a crucial role in shaping the future of multicultural publicity and marketing, ensuring that all voices are heard and celebrated.
For more information on the latest movies and TV series, check out the trailers and information pages:
For music enthusiasts, explore the latest albums and songs on Spotify:
