CULTURE
FUELS
GROWTH.

We prove it.

CULTURE FUELS GROWTH

We prove it.

INFUSION by Castells is a leading multicultural marketing and advertising agency founded by Stanford MBA Liz Castells-Heard.

For 25+ years, Fortune 500 brands have trusted INFUSION to turn cultural fluency into consistent business growth by infusing it across strategy, analytics, operations, AI, and the marketing 5Ps.

Today, INFUSION continues future-proofing brands with Liz's kinetic visionary leadership alongside Leticia Juarez's steady insightful command, and a strategically creative powerhouse team.

Analytics-first. AI-Powered. Creatively fearless. Designed for growth.

No BS Just Results

THE FACTS: INDUSTRY LEADERS

WITH PROVEN IMPACT

AdAge — #17 Largest US Hispanic Agencies, #20 in Hispanic Media Agencies
HispanicAd.com — Top 10 Hispanic Agencies
MMR — Top 20 Multicultural Agency

In the era of
Culturenomics,
Relevance is the
Growth multiplier.

The near-multicultural majority drives 100% of U.S. pop growth and outsized influence. For these audiences, culture codes their identity and daily lens, shaping values, behavior, expectations, how they think, connect, and evaluate brands, experiences and trust.

Yet over 85% of Multiculturals and two-thirds of all consumers still feel unseen in advertising —exposing a major relevance gap. Still brands that integrate cultural fluency outperform those relying only on data signals, translation, or surface representation.

INFUSION helps close the cultural fluency gap with the depth of knowledge, context, nuance, judgment, and lived experience required today.

TRANSCULTURATION™

CALIBRATES WHERE CULTURE DRIVES GROWTH.

Our proprietary model turns cultural fluency into business growth by calibrating commonalities, differences, and opportunity gaps among audiences across the ecosystem to inform where culture impacts, infuse strategies with growth drivers, and ignite authentic activation.

INFORM

We deconstruct cultural behaviors, signals, and category dynamics to reveal why, how, when, and where culture informs decisions and influences demand.

INFUSE

We identify universal, transcultural, and unique growth drivers to infuse into strategies across planning, marketing, creative, media, ops, experience, and innovation.

IGNITE

We activate culturally fluent brand and performance ideas across the marketing 5Ps—turning insight into plans and programs that ignite momentum, KPIs, and growth.

WORK DESIGNED FOR CULTURE.
PROVEN IN MARKET.

Through Transculturation™, we clarify where audience strategies align or diverge to create ROI-Powered Ideas® that move people, stick, sell, and scale at speed through our content engine, always on-brand and in collaboration.

Cultural authenticity requires nuance. We ground multicultural target-specific and in-language work in cultural truths, while balancing cultural specificity with universal appeal in mainstream work to maximize relevance and reach.

Our work with Spectrum, Toyota, McDonald's and other top brands shows how cultural fluency transforms challenges into growth opportunities across highly competitive categories.

FEATURED CASE STUDIES

Across categories and business challenges, we cut through complexity with sharp strategy, creative fire, and unified solutions that elevate brand value and drive growth.

Our clients' success is our success.

Infusion Client Logos

WHAT OUR CLIENTS SAY

CLIENTS CONFIRM THE POWER
OF CULTURAL FLUENCY.

"INFUSION/Castells is a high-energy, results-driven partner that has helped move our business forward for decades.

Their work consistently delivers ROI through sound analysis and strategy, motivating creative, and innovative media.

They focus on what drives the business—not just awards. With a strong team led by a marketing guru and outstanding partners, deep General and Multicultural expertise, strong execution, and true guts, they bring both a true partnership and impact.

We can't ask for more."


Max Gallegos

Former Head of U.S. Cultural Strategy and Field Marketing at McDonald's, now CJ Foodville USA Head of Field Marketing

"INFUSION is a rare partner that consistently delivers results while bringing broader business perspective to every challenge.

Liz Castells' ability to synthesize data, consumer insight, and cultural understanding gets to what truly matters, while Leticia Juárez ensures the team delivers brilliant, effective work—on strategy, on brand, on time, every time—with a well-oiled AI-driven machine.

Their forward-thinking approach helped us lead early in social environments and create real impact together. We always trust INFUSION to deliver our best work and have our best interests in mind. We are grateful to have INFUSION."


Marisol Martinez

Former GVP, Marketing at Charter Communications/Spectrum

"Castells created our first-ever U.S. launch campaign for Nestlé Pure Life, which was directed at the Hispanic community, leading an integrated anti-soda platform across TV, digital, education, radio, print, retail, and community with talk-show host Cristina Saralegui.

The campaign won Gold Reggie honors, delivering the only global sales growth for Nestlé during the recession, and became a blueprint adapted for mainstream markets.

Castells' campaign was off-the-charts effective."


Kim Jeffery

Chief Executive of North America in 2009 at Nestlé

"INFUSION/Castells is a high-energy, results-driven partner that has helped move our business forward for decades.

Their work consistently delivers ROI through sound analysis and strategy, motivating creative, and innovative media.

They focus on what drives the business—not just awards. With a strong team led by a marketing guru and outstanding partners, deep General and Multicultural expertise, strong execution, and true guts, they bring both a true partnership and impact.

We can't ask for more."


Max Gallegos

Former Head of U.S. Cultural Strategy and Field Marketing at McDonald's, now CJ Foodville USA Head of Field Marketing

"INFUSION is a rare partner that consistently delivers results while bringing broader business perspective to every challenge.

Liz Castells' ability to synthesize data, consumer insight, and cultural understanding gets to what truly matters, while Leticia Juárez ensures the team delivers brilliant, effective work—on strategy, on brand, on time, every time—with a well-oiled AI-driven machine.

Their forward-thinking approach helped us lead early in social environments and create real impact together. We always trust INFUSION to deliver our best work and have our best interests in mind. We are grateful to have INFUSION."


Marisol Martinez

Former GVP, Marketing at Charter Communications/Spectrum

"Castells created our first-ever U.S. launch campaign for Nestlé Pure Life, which was directed at the Hispanic community, leading an integrated anti-soda platform across TV, digital, education, radio, print, retail, and community with talk-show host Cristina Saralegui.

The campaign won Gold Reggie honors, delivering the only global sales growth for Nestlé during the recession, and became a blueprint adapted for mainstream markets.

Castells' campaign was off-the-charts effective."


Kim Jeffery

Chief Executive of North America in 2009 at Nestlé

Integrated Services

IDEAS PERFORM BECAUSE
THE SYSTEM WORKS AS ONE.

Growth requires connected solutions built around real customers. We unify data, insight, strategy, creative, media, CX, production and experiences into one integrated system that adapts across audiences, markets, and languages. We tailor ideas to target context, affinities and behavior and align owned, earned, and paid ecosystems to drive measurable growth.

HOW WE DO IT
FIVE INTEGRATED
CAPABILITY PILLARS

STRATEGY &
INTELLIGENCE

Data-driven analytics, cultural insight, and business rigor inform smarter decisions and advantage.

CREATIVE &
CONTENT

ROI-Powered Ideas® built to resonate, perform, and scale across channels and platforms through agile production.

MEDIA &
PERFORMANCE

Omnichannel systems connecting brand and performance for efficiency and national to local impact.

EXPERIENCE &
INFLUENCE

Cultural engagement, experiences and influential voices that inspire participation and advocacy.

INNOVATION &
MULTICULTURAL

Future-ready solutions designed to engage diverse audiences, leverage new tech, and capture growth opportunities.

THE
TEAM

THE
PEOPLE

Broadcast Production Team Broadcast Production Team
Soccer Pitch Filming Crew Soccer Pitch Filming Crew

CULTURAL GROWTH PARTNERS
WHO CONNECT DISCIPLINES

An energetic, hands-on transcultural team informed by multicultural, general market, and client-side expertise, infused with diverse origins and perspectives, strategic rigor, candor, brains, heart, and grit to ignite work that always performs on strategy, on brand, and on time.

No egos. No barriers. No BS. Just results.

LEADERSHIP THAT
MOVES CULTURE
AND BUSINESS
FORWARD

Our thought leadership helps brands compete in today's multicultural economy.

From frameworks and models to perspectives, we shape sharper strategy, deeper relevance, and stronger measurable growth to earn 100+ industry honors.

The cultural visionary elevating brands and business growth
New!
Featured in artbodegamagazine.com

The cultural visionary elevating brands and business growth

"I've always been this mix of numbers, intuition, creativity, and corazĂłn," she says. "Analytics is my lifeblood, strategy my superpower, but my heart is the compass."

Read the full article
Liz Castells-Heard Has Been Saying It All Along. Are You Listening Yet?
New!
Featured in hispanicexecutive.com

Liz Castells-Heard Has Been Saying It All Along. Are You Listening Yet?

How Liz Castells-Heard and INFUSION by Castells energize brands through transculturation to reach diverse consumers — and yes, that means everyone.

Read the full article
Cultural fluency: Brands' silver bullet for relevance and growth
Featured in adage.com

Cultural fluency: Brands' silver bullet for relevance and growth

As America becomes a majority-Multicultural nation, brands can no longer afford to treat culture as a campaign segment, but as the growth engine itself. This white paper from AdAge and INFUSION reveals how cultural fluency drives authentic connection...

Read the full article