Terry Hines & Associates Rebrands Multicultural Division

Terry Hines & Associates (THA) announced the rebranding of its multicultural division to THE MRKT. After more than a decade of success, this rebranding supports the multicultural division’s expansion as a leading full-service multicultural marketing group. Marcos Barron will serve as the President of THE MRKT, with Bree Bosselmann serving as Senior Vice President, both veterans at the company reporting directly to Terry Hines & Associates Owner/CEO, Grant Nemirow. With the rebrand, the company also unveiled its subdivisions under THE MRKT umbrella, all of which represent the different letters of the new brand, including its established Hispanic and African-American entertainment publicity practices as bookends – Más (formerly THAmás) and Transform (formerly THAurban) respectively – as well as the introduction of its two emerging groups: Rithem specializing in multicultural strategies/executions for consumer brands, and Kroma, targeting Hispanic and African-American online super consumers with in-house dedicated creative and social media teams. “Acknowledging the ever-growing power and influence our communities have, and looking at the trends in the market, we saw an obligation to expand our approach to target this consumer. Multicultural audiences are dominating online spaces but are rarely being spoken to authentically. They are super consumers of entertainment, but there are instances where trailers are solely being translated – so we set out to change the system” said Marcos Barron, President at THE MRKT.