January 19, 2001

Market consultants, Carlos Santiago and Isabel Valdes joined forces to deliver competitive business strategies to help leading-edge businesses gain competitive advantage by reaching America's multicultural markets. Santiago/Valdes Solutions provides "in-culture" market strategies, planning and execution to help clients build their bottom line and be more adaptive and responsive to the unique needs of multicultural consumers.

Santiago/Valdes Solutions has more than 50 years of combined experience in working with complex issues for corporations in every global market and industry. The firm helps companies diagnose their problems, set goals and invent new solutions and approaches that become the center of corporate strategy. Santiago/Valdes Solutions goes beyond the conceptual and the planning, working alongside clients to select tactical partners and implement strategies that deliver on the end goal.

Santiago/Valdes Solutions has recently been selected by several leading companies to help them evaluate their Hispanic market opportunities and develop strategies to increase their reach to this burgeoning market. The firm has helped its clients reengineer their overall strategy, develop new market channels and select a Hispanic advertising agency. Santiago/Valdes Solutions has been working alongside its clients to help them internalize the strategies and put them into action.

"We created Santiago/Valdes Solutions to better help consumer focused companies more strategically mine the rich opportunities in the U.S. multicultural marketplace," said Carlos Santiago, co-chair & partner, Santiago/Valdes Solutions. "We help our clients ask the tough questions that enable them to generate in-culture strategies and new ideas. We combine these with rich market data and testing to make these ideas actually work and deliver bottom-line results."

Carlos Santiago is recognized for his successful branding, corporate strategies and product repositioning campaigns in many consumer categories. He has worked with Kleiner Perkins, QueRico.com, Anheuser-Busch and Pacific Bell. Prior to starting Santiago/Valdes Solutions, Santiago helped Verizon transform its marketing strategy for its 27 million customers, which won the coveted Baldridge Award for Total Quality. He also reinvented Verizon's corporate culture and helped lead the entire enterprise to become faster and more competitive. He has been recognized by Crain's New York Business as the "Top 40 under 40" and serves as the chair of the Hispanic Federation.

Isabel Valdes is a well-recognized pioneer, researcher and expert on in-culture marketing. She has worked with Fortune 1000 businesses in every industry sector. Valdes is a founder of Cultural Access Group and the principal author of the Hispanic Market Handbook (Gale Research), Marketing to American Latinos: A Guide to the In-Culture Approach (Paramount Publishing). Valdes is a lecturer at Stanford University, a trustee of the Tomas Rivera Policy Institute and a lead advisor for Nielson's HomeScan panel.

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