2012 will be a year of implementing data from the 2010 US Census, said Carlos Santos, VP of communications at República, a Miami-based integrated agency.
"More emphasis and attention will be given to the Census," he told PRWeek. "This year will be about how the data is going to be used to highlight the growing importance of the Hispanic population in the US."
According to Census data, 50.5 million Hispanics live in the US, accounting for more than 16% of the country's population.
Santos, who joined the agency last November from Delta Air Lines, declined to comment further on how República will crunch those numbers and counsel clients using that data.
However, he said the agency will continue to push the agenda on C-suite inclusion of Hispanics, a campaign backed by its client, the Hispanic Association on Corporate Responsibility.
The firm is also planning to beef up its PR staff this year, said Santos. It currently has seven PR team members in Miami, as well as personnel in Orlando, Los Angeles, and New York.
Republica clients include Goya Foods, philanthropist Adrienne Arsht, and Nielsen. The agency also offers advertising, branding, and social media support.