Offering grounded in agency’s 4R Framework and custom market research from UCLA Anderson; New ‘Where Nuestra Cultura Grows Wild’ Campaign for Tucson, Arizona, among first clients onboarded.
LOS ANGELES — [April 29, 2026] — The Culturist Group (TCG), an integrated and multicultural marketing communications agency with roots in travel, tourism, and hospitality, today announced the launch of MOSAEX™, a new media activation platform representing the next evolution of TCG’s work in the growth audience marketing space built for travel, consumer brands, and community-rooted causes. A new agency website and a dedicated platform page at MOSAEX.com accompany the launch.
Drawing on data collected and conversations with brand marketing leaders, general-market advertising agencies, and multicultural experts, research revealed a consistent challenge across the industry: audience growth spend is rising, but the expertise and strategic levers required to activate it effectively are not keeping pace.
Key findings from TCG’s research include:
65% of agencies report challenges with data, targeting, and validating reach when activating growth audience campaigns.
Only 21% of consumer and travel brands surveyed confirmed that actual multicultural specialists were planning and serving their campaigns.
74% of brands cited an expertise issue — meaning they do not have enough specialists managing their growth audience work.
63% of brands report that spend directed at growth audiences, as a percent of total advertising, will increase over the next 2-3 years (with 58% anticipating an increase of 4-10%).
MOSAEX™ was developed from hundreds of hours of market research conducted by Culturist Group Founder and CEO Danny Guerrero, and a team of advertising, technology, operations, and business executive MBA candidates at the UCLA Anderson School of Management.
«Growth in audience spending is rising. Expertise isn’t. We built MOSAEX™ to close that gap,» said Danny Guerrero, Founder & CEO of The Culturist Group. «The brands that want to win the fastest-growing consumer segments in the U.S. deserve more than good intentions and generic targeting. They deserve a platform built on real expertise, and that’s what MOSAEX™ delivers.»
Watch Video
What are Growth Audiences?
Growth audiences are demographic segments whose size, purchasing power, and cultural influence are growing faster than the general market. For most U.S. brands, this means Hispanic, Black, LGBTQ+, and multicultural consumers, audiences that are currently underserved by mainstream marketing and therefore represent significant untapped opportunity.
How MOSAEX™ Works
Since conducting the research, The Culturist Group has invested in building category and endemic partnerships, working with publishers and first-party growth audience data experts to leverage emerging AI and ad technology to solve for some of the most common challenges in the space. Chief among them, MOSAEX™ is grounded in the Culturist Group’s 4R Framework — Representation, Relevance, Resonance, and Reach — and is activated through four operating principles:
Contextual activation through growth audience publishers and endemic paid and creator environments that earn trust and deliver resonance and relevance.
Privacy-first precision for brands with first-party data, activating impact without compromising brand-critical data privacy standards by leaning into audience truths utilizing AI, data analysis, and ad technology partnerships.
Measurable impact, with campaigns architected for clear attribution to business outcomes.
Expertise at every layer — in both campaign architecture and creative narrative alignment.
«The most powerful path to growth is when you make people feel like the story was written for them,» Guerrero said. «That’s what culture does. That’s what we do. MOSAEX™ is the platform and approach we built to do it at scale.»
Already Performing for Clients
MOSAEX™ is already activating for brands with growth audience objectives. Visit Cayuga in the Finger Lakes wine region of New York saw over 30,000 website visits from qualified Black heritage and history travelers seeking to explore and book trips to Harriet Tubman’s chosen hometown after its campaign—and Visit Tucson in Arizona is also among the first Culturist Group clients onboarded to the platform, leveraging MOSAEX™ as part of an integrated storytelling campaign to connect with Hispanic travelers through culturally resonant storytelling centered around a new ‘Nuestra Cultura Grows Wild’ campaign theme developed by The Culturist Group team.
We are grateful to have partnered with The Culturist Group, first to help us define our bicultural Hispanic audience segments with foundational research. And now continuing our partnership by launching our new campaign, Nuestra Cultura Grows Wild, across omnichannel digital media and the Latino creator space. We are excited about MOSAEX, as Danny and his team have brought a new and refreshing perspective to this work. They are experts in what they do, take their work seriously, and still have fun doing it, and we are confident they always have our best interests in mind. ¡Adelante!
— Rosanna Gaxiola, Director of Marketing, Visit Tucson
About The Culturist Group
The Culturist Group is an award-winning growth audience marketing and communications consultancy. Through its 4R Framework, the MOSAEX™ activation platform, and integrated marketing communications practices: Consulting & Strategy, Culture Counsel (Research), and StoryStudio (Influencer, PR, and communications), Culturist helps brands grow where they’ve yet to look. Founded by Danny Guerrero (UCLA Anderson Executive MBA), a trailblazer and well-regarded thought leader in advocating for cultural relevance and resonance as a growth catalyst in the global travel and tourism industry, The Culturist Group is proud to be a Certified MBE and LGBTBE enterprise, and has the distinction of being an Impact Expert with Destinations International’s Tourism for All Program.