John Leguizamo’s Branded Content Studio Specializes in the Hispanic Market

NGL creates digital videos for Ford, P&G

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Who (L. to r.) President Ben DeJesus, partner John Leguizamo, CEO David Chitel and COO Ben Leff

What Branded content studio

Where New York

In response to the recent explosion in branded content firms, actor John Leguizamo and media veteran David Chitel in 2013 launched their own company, New Generation Latino Media (NGL). With the mission of helping brands target the Hispanic market through digital video, the New York-based shop works with clients including Procter & Gamble, Ford Motor Co. and Amtrak. NGL creates and distributes sponsored content across Latino-oriented websites using proprietary technology that serves video in ads. For the P&G program Orgullosa, NGL produced 20 videos that told the stories of nine inspiring Latinas, including actresses Gina Rodriguez and Dascha Polanco. "Latinos are over-consuming digital content in general," Chitel explained. "Based on the way that we cast it, thematically approach it and distribute the content, it is very much geared toward this audience."

This story first appeared in the August 8, 2016 issue of Adweek magazine.

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@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.