Juan Fuara
Juan Faura
Juan Faura is the president of Cultura, a Dallas-based advertising and marketing company specializing in communicating to the U.S. Hispanic market. Prior to founding this company Mr. Faura was a researcher and consultant also specializing in marketing to the U.S. Hispanic audience. This author knows Hispanic customers. He himself is half Mexican and half Puerto Rican, covering the two largest Hispanic constituencies in the U.S. His father was a vice-president for Gillette Corporation of Mexico exposing this family to the finer aspects of a privileged socioeconomic status. In Mexico City the young author was exposed to the world of influence based on family name and political connections.

Hispanic Marketing Grows Up On the other end of the spectrum, Mr. Faura's mother came from a humble background and a rough neighborhood in Mexico City. He recalls schizophrenic weekends with Saturdays spent going to the best and most expensive restaurants, while Sundays were spent going to picnics or eating tacos in little hole-in-the-wall establishments in some of the toughest parts of Mexico City.


Upon moving to the States, the influence and family-name value went out the window. His family settled in one of the more desirable areas of San Diego. When he was still in high school and old enough to work, he took a job at a Mexican bakery owned by his parents' friends. Later he worked at a body shop and then at a shipyard. In each of these jobs he worked with Hispanics from aThe Whole Enchilada broad range of backgrounds and origins.


Now, as president of a full-service multicultural advertising agency, he stresses the importance of consumer intelligence, emphasizing the impact his firm's strategies bring to clients' bottom lines. He describes his staff as a collection of Mexican, Puerto Rican, South American, Central American , and Cuban marketers, poets, artists, and business leaders bent on making clients' Hispanic business grow.


His book The Whole Enchilada: Hispanic Marketing 101 is an excellent primer for understanding Hispanic consumers. To get a copy, or multiple copies to give to staff and clients, click here:


Contact the author:
telephone: 214-259-8400
e-mail: juan@culturadallas.com
website: www.culturadallas.com
Find out how to get your own copy.