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The National Pork Board is expanding its multicultural marketing efforts and has turned to República to lead the charge.
The Miami-based shop will create ads designed to reach Hispanics, African-Americans and Asians. Previously, the Pork Board used Bromley in San Antonio to create Hispanic market ads. So, the new agency faces a broader challenge.
The independent agency landed the business after a review in which there were a handful of finalists, according to José de Jesús, the board's director of multicultural marketing.