Two Leading Kansas City Agencies Launch Authentico LLC

FOR IMMEDIATE RELEASE

Media Contact
Tom Mentzer
(913) 626-9066
tmentzer@mprg.biz

KANSAS CITY, Mo. (April 19, 2023) – Kansas City-based agencies Tico Productions LLC and Walz Tetrick Advertising today announced a new joint venture, Authentico LLC – a multicultural advertising agency. Authentico was created to address the growing U.S. Hispanic population and the need for marketers as they increasingly incorporate multicultural and multilingual messaging into their advertising.

“With the growth of the multicultural population in the U.S., it’s imperative as a marketing firm that we not only have diversity within the agency but also within our client work,” said Charlie Tetrick, CEO of Walz Tetrick. “Partnering with Tico Productions to create Authentico – and leveraging their world-class expertise and leadership in multicultural marketing – will benefit our culture and enhance the work we do for our clients. It will also help us attract new clients that seek to communicate with growing and diverse consumer groups more effectively.”

CiCi Rojas, partner and president of Tico Productions LLC, added, “Our partnership with Walz Tetrick makes sense on many levels. Every day, Tico delivers insights on diverse audiences, creative services, and play-by-play sports to our clients. Authentico will join Tico’s market knowledge with Walz Tetrick’s expertise in the areas of digital, social, and traditional media. Ultimately, we will be able to influence and guide advertisers that serve diverse markets.”

She added, “The multicultural market is very diverse. It's not just Latino, Hispanic, African American, and Native American, but also Asian Pacific and LGBTQ. Authentico is an opportunity to help clients speak with these markets in meaningful and impactful ways.”

About Authentico LLC

• Authentico will be led by a team of executives that has more than 60 years of corporate and non-profit experience. Roger McKnight will lead business strategy and development.
• The agency will also have its own in-house Diversity, Equity & Inclusion (DEI) practice, led by Dr. Andrea Hendricks. The practice will work with clients locally and nationally on DEI strategic approaches, advising and coaching leaders, and the development of Inclusive learning initiatives.
• In response to the advertising industry's challenge in attracting diverse talent, Authentico will also assist Walz Tetrick and other clients in building and maintaining successful multicultural workforce recruitment strategies.
• Located at 5201 Johnson Dr., Suite 500, in Mission, Kansas, Authentico will offer clients a wide range of services, including strategic planning and research, digital marketing, creative development, media planning and buying, and video production. Walz Tetrick Advertising and the agency’s TorchHouse Studio are in the same building.

Rojas and Tetrick note that marketers across the U.S. have an opportunity to improve economic performance through inclusive growth and investments in multicultural consumer groups. Together, multicultural consumers have an estimated spending power of $3.2 trillion.

“And with such massive spending power, it should be no surprise that multicultural consumers have contributed $14 billion of sales growth to the consumer-packaged goods market since 2013,” said Rojas. “Authentico was created to tap into the vibrancy of that market and deliver success to our clients by working closely with the public and private sector to create adaptive and exciting approaches that positively and inclusively impact diverse audiences.”

Tetrick added, “We believe we can be a market leader for our clients, and the diverse consumer segments who will benefit through our belief in their products and services and the consumer investment in their businesses.”

Key Multicultural Market Facts

• According to the U.S. Census, the U.S. will be a multicultural majority nation by 2044, meaning that African Americans, Asian Americans, and Hispanics together will comprise 50 percent or more of the population.
• The U.S. Hispanic population reached 62.5 million in 2021, accounting for 19 percent of all Americans — which makes it the country’s second-largest racial or ethnic group. By 2026, it is estimated that Hispanics will account for 67 percent of the U.S. population growth.
• The diversification of the U.S. consumer market has been driven by many factors, including population growth, favorable demographics, entrepreneurial activity, and rising levels of educational attainment.
• Multicultural consumers have an impressive spending power of $3.2 trillion. The buying power for Black consumers in the U.S. is estimated to grow to $1.98 trillion by 2025.
• Multicultural consumers have contributed $14 billion of sales growth to the consumer-packaged goods market since 2013.

About Walz Tetrick Advertising

Walz Tetrick is a full-service advertising and media agency in the metro area of Kansas City. The Greater Kansas City Chamber of Commerce named Walz Tetrick one of its Top 10 Small Businesses in 2022. Founded in 1967, Walz Tetrick is one of the largest media buyers in the Midwest and serves clients in healthcare, multi-unit franchises, higher education, B2B, and entertainment verticals. Owner and CEO Charlie Tetrick values his talented staff of 100 and creates a uniquely positive and supportive office culture. Learn more at wtads.com.

About Tico Productions LLC

Tico Productions is a multi-lingual, full-service marketing agency in Kansas City. The agency specializes in cause marketing, graphic design, video production, creative strategy, and social media. Above all, Tico helps companies and agencies arrive at innovative and culturally inspired ideas that drive people to action. Tico Productions is an NMSDC Minority Business Enterprise (MBE), Small Local Business Enterprise (SLBE), Diverse Business Enterprise (DBE), and MRCC-DBE, SBA 8(a) certified company.