Zubi is an iconic multicultural advertising agency with over 50 years of history, recognized as one of the pioneers of multicultural marketing worldwide.
Founded by Teresa Zubizarreta (Tere Zubi), a visionary Cuban immigrant, the agency revolutionized marketing by showcasing the value of key consumer segments, particularly the US Hispanic market.
Zubi continues to lead the industry by uncovering hidden brand growth opportunities through ethnic, geographical, generational, and behavioral segmentation. Zubi empowers brands to connect authentically with diverse audiences, driving business growth and cultural inclusivity.
Mission:
"We exist to uncover hidden brand growth opportunities among specific segments."
How We Do It:
"By generating best-in-class creative ideas that have the power to transform human behavior."
Zubi was founded in 1972 by Tere Zubizarreta, a trailblazer in advertising who helped establish the concept of multicultural marketing. Over 50 years later, Zubi remains a leader in the industry, guided by her fearless vision and pioneering spirit. In recognition of her groundbreaking contributions, Tere became the first Hispanic woman inducted into the American Advertising Federation (AAF) Hall of Fame, a testament to her lasting impact on the industry.
Zubi is powered by roughly 60-70 team members across our offices, with a team composition that reflects our commitment to diversity: 79% Hispanic, 17% White, 2% Afro-Latino, and 2% Asian.
At Zubi, our culture reflects the legacy of our founder—a fearless champion who broke barriers and created an agency that mirrors her values. Today, Zubi embodies a culture of forward-thinkers that can see the brand growth that lies beyond destructive stereotypes. A culture that believes in the power of creativity to transform business problems into opportunities. A culture of family, imbued with the warmth, compassion and understanding that entails.
Life at Zubi includes Summer Fridays, puppy visits, and a culture that strives for innovation and success.
A woman wasn’t expected to give birth to an agency,
yet she did. We are the culture she built.
A culture of forward-thinkers that can see the brand growth
that lies beyond destructive stereotypes.
A culture that uses intelligence and rigor to understand and anticipate
the changing nature of consumers and markets.
A culture that believes in the power of creativity
to transform business problems into opportunities.
A culture built on the timeless bedrock values
of honesty and integrity.
A culture of family, imbued with the warmth,
compassion, and understanding that entails.
A culture of fearless champions.
At Zubi, culture isn’t a layer—it’s the foundation. For us, the VML Networks core practices of BX, CX, and Commerce are intertwined with the spirit of comunidad and familia, driven by fearless ideas that reflect the soul of the people we serve. A great experience doesn’t just move products—it moves hearts. We don’t just align with BX, CX, and Commerce—we infuse them with a cultural sazón. It’s not about following frameworks; it’s about creating connections that celebrate identity, spark emotion, and drive action.
Zubi’s integration within the VML network goes beyond collaboration—it’s about creating synergy to deliver fearless, culturally authentic solutions that drive growth for our clients. Zubi is not just part of the VML network—the agency is a driving force within it, ensuring that cultural relevance, innovation, and fearless ideas remain at the forefront of everything we do.
