MISSION STATEMENT

Heinrich Hispanidad will guide every client relationship, ensuring that strategic intent is achieved, costs are managed and brand values are clearly communicated via culturally-relevant marketing solutions that are a superior blend of ingenious thinking, impactful creative and results-based focus.

We offer the full spectrum of marketing and advertising services, including:

  • Strategic planning and market research
  • Production management and list acquisition
  • Print and broadcast advertising
  • Direct response marketing
  • Media planning and placement
  • Translation/Transcreation
  • Cultural Competency Training
  • Event marketing and sponsorship consultation

INDUSTRY EXPERTISE

Laura Sonderup
Managing Director and Senior Strategist

Laura Sonderup is the Director of Hispanidad, a full-service advertising agency headquartered in Denver, Colorado. 

As Director, she determines optimal communication strategies and manages the development and execution of marketing messages targeting domestic Hispanic consumers. In addition, Laura coaches a number of regional and national organizations in cultural competency curriculums, including the Colorado State Patrol; Colorado Department of Transportation; North Dakota Department of Transportation; Utah State Highway Office; National Highway Traffic Safety Administration; and the U.S. Army National Guard.

Laura is a recognized ethnic marketing expert and is frequently featured as a speaker at national and international conferences.  Her writings on the subject have been featured in USA Today, US Industry Today, IFA Franchising World, ColoradoBiz and DirectLine.  The American Bar Association recently published her article “The Business of Immigrant Markets: Providing Access to Financial Services” — a guide to understanding the legal ramifications of serving undocumented individuals within the financial services industry.  

She serves on the Board of Directors of The Chamber of the Américas, the Board of Advisors of U.S. Travel Professionals of Color and is a Board member of the Direct Marketing Association’s Directo Council. She is an active member of the Denver Hispanic Chamber of Commerce, Colorado Business Committee for the Arts (CBCA), The Rocky Mountain Direct Marketing Association (RMDMA) and the Association of Hispanic Advertising Agencies and is a Latino youth mentor with Metro Volunteers.

Speaking Topics:

  • “Wagering on a Winning Campaign: A Case Study on Successful Hispanic Direct Response Marketing” (case study)
  • “¿Español o inglés? Understanding Language Preferences in the Hispanic Market”
  • “Reaching Out to Minority Communities: Developing Effective Safety Communication Plans”
  • “Marketing Financial Services to Immigrants”
  • “Getting the Message Right: Culturally-Relevant Creative for U.S. Hispanics”
  • “Hispanic 101: Marketing to a Vibrant Community”
  • “Developing Brands that Resonate with Hispanics” (case study)
  • “Occupant Protection in the Hispanic Community”

Previous Speaking Engagements:

Lifesavers 2008 National Conference on Highway Safety Priorities — Portland, OR
    - April 2008

9th World Conference on Injury Prevention and Safety Promotion — Mérida, Yucatán, México
    - March 2008

SRI Marketing to U.S. Hispanics and Latin America — Miami, FL
    - January 2008

Center for Financial Training Western States — Denver, CO
    - July 2007

The Direct Marketing Association (DMA) Directo Council Conference on Hispanic Marketing — New York, NY
    - April 2007 – Conference Chairperson and Presenter
    - April 2006
    - April 2005
    - April 2004
    - April 2003

Colorado State Patrol Quarterly Conference — Glenwood Springs, CO
    - March 2007

Travel Professionals of Color International Travel Conference — Las Vegas, NV
    - March 2007
    - March 2006

Chamber of the Américas Annual Conference — Panama City, Panama
    - February 2007

The Business of Gaming — Las Vegas, NV
    - February 2007

American Banker’s Association Conference — Tampa, FL
    - February 2007

The Direct Marketing Association (DMA) Directo Council Conference on Hispanic Marketing — Long Beach, CA
    - August 2006 – Conference Chairperson and Presenter
    - August 2005

BAI Best Practices in Bank Marketing Conference — Palm Springs, CA
    - February 2006

National Grocers’ Association Conference — Las Vegas, NV
    - February 2006

National Society of Hispanic MBAs Conference — Cincinnati, OH
    - October 2006

Colorado Department of Agriculture Annual Marketing Conference — Denver, CO
    - April 2006

Asociación Mexicana de Agencias de Investigación y Opinión Pública Annual Conference — Mexico City, Mexico
    - November 2005

Colorado Scientific and Cultural Facilities District (SCFD) Annual Conference — Denver, CO
    - October 2005

TechMecca — New Orleans, LA
    - July 2005

U.S. Army National Guard Recruiting Conference — Denver, CO
    - December 2004

Advertising Agency International Network Annual Conference — Knoxville, TN
    - May 2004

United States Department of Energy — Golden, CO
    - May 2004

Downloadable PDFs on select services: