Anita Santiago

OCCUPATION Advertising executive who creates Spanish-language ad campaigns

GOAL To help mainstream companies reach out to the Hispanic audience

QUOTE "This culture has been beaten up and not given the admiration it deserves. I like bringing the spotlight to it."

Her first client was Columbia Pictures, which was trying to figure out a way to market La Bamba, its 1987 movie about rock star Ritchie Valens, to the Latino audience. That same year she won a Clio Award--the first ever given to a Spanish-language ad--for a Mountain Bell commercial. Now, as head of her own agency based in Santa Monica,...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!