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Unique Expertise

Axis puts culture at the core of content-driven, digital-forward marketing campaigns for leading brands looking to engage The Whole Market.

National Footprint

Headquartered in Los Angeles, California, Axis has offices in several key multicultural markets across the country including Miami, New York, Chicago and Dallas.

Global Network

Axis is ranked by Advertising Age as one of the Top 25 Hispanic Advertising Agencies in the U.S. Axis is a subsidiary of The Interpublic Group of Companies (NYSE: IPG).

  • Content Dynamix
  • ClusterX
  • Accent Studios
  • Tribe 365
  • Toolbox
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  • Kaiser Permanente
  • Clorox
  • General Motors
  • Verizon
  • U.S Army
  • Novo Nordisk
  • Abbvie
  • GSK
  • Aldi
  • Sysco
Culture is defined as a social domain that emphasizes the practices, discourses and material expressions, which, over time, express the continuities and discontinuities of social meaning of a life held in common.
- Paul James, Ph.D.
Professor of Globalization & Cultural Diversity
University of Western Sydney
  • Malibu Black

    Malibu Black

    Día de los Muertos

    Turning down the lights to launch the dark side of Malibu Rum - a new 70-proof spirit rum designed for evening enjoyment.

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  • Pine-Sol


    Makers of Home

    Challenging outdated stereotypes by redefining the word "homemaker" for today's modern American family.

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  • Transitions


    Estilo a Primera Vista

    Making eyewear technology relevant to U.S. Hispanic females through the lens of fashion and style.

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  • Kaiser Permanente

    Kaiser Permanente

    Viva Bien

    Allowing communities to thrive through KP's deep commitment to deliver total health for all.

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  • CSAA


    AAA Insurance

    Connecting with the cultural values of Hispanic consumers to better position AAA's auto and home insurance products.

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  • ALDI


    Primero lo Primero

    Launching the brand's first ever Spanish-language advertising campaign.

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  • Mastercard


    Sentirse Campeón

    Calling on futbol fans across Latin America to share what it means to feel like a champion during Copa America.

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  • Clorox


    Sueña Sin Límites

    Inspiring communities to dream without limits and achieve a brighter future through education.

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  • Covered California

    Covered California

    Welcome / Doors / I'm In / Tengo un Plan

    Introducing California's vast and diverse population to the new marketplace for the Affordable Care Act.

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  • Degree Men

    Degree Men

    Siempre Enfrenta El Reto

    Leveraging the passion and pride of soccer culture to to connect Unilever's antiperspirant brand with Mexican-American consumers.

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strategy & insights

creative & content

paid & earned media

engagement & partnerships

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Armando Azarloza
Armando Azarloza
Carmen Lawrence
Carmen Lawrence
Executive Vice President
& General Manager
Wally Sabria
Wally Sabria
Executive Vice President
Francisco Letelier
Francisco Letelier
Executive Creative Director
Armando Azarloza
As president and co-founder of The Axis Agency, Armando brings nearly 30 years of experience in marketing communications and advertising.
Armando has been instrumental in shaping cultural marketing strategies for leading consumer, government and media brands. He is a well-respected thought leader in the multicultural marketing industry and has long-served as an advocate for the growing U.S. Hispanic market. Prior to his career in marketing, he served as press secretary to U.S. Rep. Buck McKeon (R-CA), the past chairman of the House Armed Services Committee and House Education and Workforce Committee. He started his career as an Advanceman for First Lady Nancy Reagan.

Armando serves on a number of community boards including as president of Padres Contra el Cáncer and a Board Member of the LAPD Youth Cadet Foundation, Latino Leadership Policy Forum and Hispanicize. Armando studied political science at UCLA and lives in Los Angeles.
Carmen Lawrence
Carmen has over 20 years of experience in multicultural marketing communications and corporate issues management.
Carmen has worked with clients interested in broadening their outreach to multicultural audiences, in industries ranging from food and beverage, health and beauty, household products, packaged goods and retail, among others. In 2013 Carmen was named a recipient of PRWeek’s “40 Under 40” award.

Carmen currently oversees all agency teams and account activities to ensure strategic alignment and budget stewardship. She earned her Master's in Global Marketing Communications from Emerson College, with an emphasis on Latin American markets and has a Bachelor of Science from the University of California at Berkeley in Business Administration.
Wally Sabria
With over 20+ years in online marketing, Wally leads the Digital & Social Media practice; delivering high-impact, real-time solutions for client campaigns.
Previously, Wally worked with Axis’ sister agency, Weber Shandwick where he created and launched SocialStudio, a new specialty offering within the agency’s global Digital Communications practice group focused on original content creation for the web and its syndication across social media.

Fully bilingual in Spanish, he speaks regularly in conferences across the U.S. and Latin America and frequently lectures at UCLA, UM and FIU on creative communications and social media topics. He serves on the advisory board of Hispanicize Miami and is a graduate of Florida International University with a degree in Mass Communications.
Francisco Letelier
With an impressive career spanning more than two decades, Francisco leads creative strategy for Axis' roster of leading brand clients.
As Executive Creative Director, Francisco leads the multicultural creative strategies for agency clients, including: Kaiser Permanente, Sysco and Pine-Sol. His culture-focused approach to brand storytelling has proven highly successful; having been recognized by AdAge as well as numerous awards, including: Effie, Telly, Mobius and Mercury awards.

With a rare hybrid talent, Francisco successfully navigates the disciplines of strategy and creative to deliver fully-integrated, impactful communications across non-traditional and traditional media. His experience cuts across international markets and industry sectors, having worked with numerous global CPG, QSR, automotive and financial services brands.

A native of Chile, Francisco holds a BA of Art on Graphic Design from Universidad Católica de Valparaíso, Chile.
  • Hermes Creative Awards

    The Axis Agency wins Gold at the 2017 Hermes Creative Awards for Pine-Sol "Makers of Home" campaign
  • Campaign US

    The Axis Agency's "Makers of Home" campaign for Pine-Sol recognized by Campaign US as one of 16 I&C (Inclusion & Creative) Disruptors for 2017
  • Telly Awards

    The Axis Agency wins Bronze for Online Video at the 2016 Telly Awards for Mastercard's "Sentirse Campeon."
  • Suncoast Regional EMMY Awards

    Online video series created for The Clorox Company wins EMMY® for directing by National Academy of Television Arts & Sciences
  • PR News

    The Axis Agency wins Multicultural Campaign of the Year at PR News' Platinum PR Awards
Looking Beyond Language

Looking Beyond Language

When brands look to engage the U.S. Hispanic market, it's important they look beyond language. If brands really want to deliver against the Whole Market, they need to first find a meaningful cultural connection – an authentic cultural bond with a consumer - not just an accurate translation.

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Culture: Implications and Applications for Modern Marketers

Culture: Implications + Applications

We have long believed that putting culture at the core of marketing and communications campaigns can provide leading brands a unique way into the hearts and minds of multicultural consumers. But what is culture, really? And how can it be harnessed by brands for greater impact with diverse audiences?

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The Whole Market Approach

The Whole Market Approach

To tap the "Whole Market" requires us to challenge the dogmas of mass marketing and traditional consumer segmentation. Today, as consumers are continually craving personalization, celebrating individuality and expressing themselves culturally, we need to segment them in a "whole" new way...

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Why Black Panther is Bigger than the Box Office

Black Panther: Bigger than the Box Office

America is changing and it’s time for a new American hero to emerge. Black Panther has shown us a whole new American identity that is not afraid to embrace race and celebrate culture through vivid stories that challenge the stereotypes of the past...

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Minorities are now Majorities

Minorities are now Majorities

The face of America is changing. Today, in the 10 largest metro areas in the country, a minority/majority shift has already taken place. If you are a marketer, what are you doing about it?

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The Future of Multiculturalism is Now

The Future of Multiculturalism is Now

Is multiculturalism dead in the Trump era? That’s the question many are asking. And the answer is no. The country has already fundamentally changed and made multiculturalism a centerpiece of who we are...

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The Value Behind Diversity

The Value Behind Diversity

Ride a train; walk down any busy downtown; or attend a church gathering and you will notice something really special. You will see the rich cultural diversity of our cities, neighborhoods and communities...

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