We are a full-service marketing agency. Our focus is Marketing with Purpose.
Creating a multicultural marketing agency was an intentional approach to helping all communities gain access to critical information and resources. ASG believes that integrated marketing strategies and grassroots mobilization are the key to breaking through the noise. With our clients, we have increased access to health care, education, and economic opportunities in Massachusetts and across the nation.
THE WHY
Marketing with Purpose
We help communities gain access to critical information and resources.
Our strategies are deeply informed by the
community. We empower the voices that are
being left out.
THE HOW
Anyone can generate content – but it takes real community understanding to build trust.
Advertising & Digital Media We leverage an integrated marketing approach including traditional and non-traditional advertising mediums to reach and engage audiences.
Communication & Public Relations More than helping place stories in the media. We create messages with language and culture in mind, using ethnic and mainstream channels to provide trusted and relevant information.
Grassroots Community Engagement We connect with diverse communities, through door knocking, event planning and in person activations lowering barriers to entry and building trust.
Analytics & Research Our strategies are informed by research tools, predictive analytics, and data visualization to drive insights about our audiences.
Multilingual Call Center Our agents handle inbound and outbound calls, provide helpful information about your resources or personalized assistance in managing their cases.
Content Development We use authenticity and experience to bridge the gap between traditional content development strategies and the needs of diverse communities.
TEAM
We are a tight-knit group of multilingual creative minds driven by community impact.
Interested in Marketing with Purpose? Join our team!
We believe in strategies that are data-informed, not data-driven. Campaigns are about people and people are much more complex than the statistics that represent us.
Clients
Our campaigns are impactful
because they are people-centric,
multilingual and bold.
Case Study: DPH Vaccine Equity Initiative:
ASG helped DPH lead an effort to raise awareness and increase confidence in the COVID-19 vaccine in 20 cities across the state. ASG was hired to provide canvassing, call center services, and create multilingual assets. Highlights from the work include 260,000 one-on-one conversations, 890,000 door knocks, 200,000 phone calls, 167,000 materials distributed, 10 vaccination events, 102 visibility events, a validators creative campaign, and outreach events with the populations and communities most heavily impacted by COVID-19. The key to the success of this integrated marketing campaign was the collaboration ASG has built with hundreds of community-based organizations, media, and members in priority populations.
- May – June 2020
- 12M Media Buy Impressions
- 2.2M Digital Social Media Ads Impressions
- 13 Town Halls, 23K+ Views
Latest News
JOSIANE MARTINEZ -Founder and CEO of ASG
Josiane holds nearly 20 years of experience working in public policy, cross cultural communications, public affairs and public administration. At ASG, she’s the marketing mastermind behind campaigns that have generated record results for clients, particularly in the Public Health sector. Prior to founding Archipelago Strategies Group, she served as Executive Director of the Massachusetts Office for Refugees and Immigrants. Born and raised in Puerto Rico, Josiane is a musician and poet at heart. She holds BA in Public Communications from the University of Puerto Rico and an MBA with a concentration in Marketing from Simmons University.
GABY QUINTERO -Senior Vice President of Operations
Gaby has more than ten years of experience working with government, media and nonprofit agencies. At ASG, Gaby oversees all client accounts to ensure that they are successful and has managed client project teams from every sector – non-profit, government, public health and education equity. She formerly served as editor and co-host of Claro Americas’ Red Mas Noticias, managing a team of 30 international correspondents in 22 countries for Colombia’s most-watched cable news program. In her time off, Gaby most enjoys making sushi and taking long hikes with her husband, Douglas, 1 year old son Martin and two dogs, Salomon and Sabana. She holds a B.A. from Universidad Católica Andrés Bello in Caracas, Venezuela and a Master’s Degree in International Relations from Pontificia Universidad Javeriana in Bogotá, Colombia.
FRED MARTINS- Creative Director
Fred brings over 25 years of creative agency experience. At ASG, Fred is the mastermind behind all creative work. You can find him leading brainstorms and managing the creative process of all client projects to ensure quality of work is up to par. Fred is the former Creative Director of Rainier Corporation, and Tiziani Whitmyre Inc. and also co-founded Harpell Martins and Company. When he is not concepting, Fred is an accomplished Fine Art Photographer with his work displayed in several museums and private collections (as well as many ASG team members’ living rooms). Fred holds a BFA from Suffolk University / New England School of Art and Design.
PAULINA ZARATE-Assoc. Director of Digital Marketing and Client Services
Paulina has over 5 years of experience in Multicultural Marketing managing market research insights, creative concepting, and running multimedia campaigns for clients in the health, government, and nonprofit space. At ASG, she develops and oversees branding, website development, advertisements, among other creative projects for various clients. Prior to joining ASG, Paulina gained experience working at HBO, within the company’s multicultural marketing department in New York City. Paulina has spent her formative years living abroad in Mexico City, Buenos Aires, Beijing and now Boston. She holds a BS in Business Administration with a dual concentration in Marketing and Environmental Sustainability from Babson College.
JASMINE CALDERON -Assoc. Director of Project Management
Jasmine is Associate Director of Project Management at ASG and in her previous position she was Senior Project Manager. Prior to ASG, Jasmine served as Fundraising & Operations Coordinator for (MassNOW) and Director of Development & Communications for RESPOND, Inc. She provides tactical leadership and oversees any project related activities. Based in Providence, Rhode Island, Jasmine enjoys spending time off with her son exploring theme parks, attending sporting events and listening to music. Jasmine holds a BS. in Legal Studies from Roger Williams University and an MPH in Health Law, Bioethics and Human Rights from Boston University.
VALENTINA AMARO- Senior Communications Manager
Valentina brings her 3 years of experience working with mainstream and ethnic media outlets across Massachusetts to get earned media for clients. While at ASG, Valentina has worked with a diverse sector of clients successfully generating media interviews and events coverage on TV, radio, print and digital outlets in multiple languages. She also leads various community and digital outreach efforts for the organization. Valentina is also a fitness guru — when not running or doing yoga, you can find her preparing an Instagram-worthy salmon and avocado salad. Valentina holds a BS in Marketing Communications and Political Communications from Emerson College.
MARK JENSEN -Senior Data Strategist
Mark is Data Strategist at ASG. He helps manage the process of sourcing alterative datasets by ensuring the most promising strategies to fit with business requirements. Prior to ASG, he worked as a Political and Advocacy Campaign Professional. Outside of work, Mark loves the game of soccer whether its playing with family, watching games with friends or attending professional matches. His passions for travel and archeology made his trip to Turkey, visiting his hometown of Cesme and exploring archaeological sites, a highlight of his year. Mark holds a BA in Government from Skidmore College in New York and an MD in International Studies from Aarhus University in Denmark.
PATRICIA REYNOLDS -Senior Project Manager
Patricia is a passionate creative, results-driven bilingual marketing leader with 15 years of experience in strategic brand building. At ASG Patricia leads multichannel campaigns targeting a multicultural demographic to inform communities of critical information for their well-being. Prior to ASG, Patricia served as the Brand Marketing Manager for PartyLite where she would successfully take products and campaigns from concept to launch. When Patricia is not working, she enjoys travelling with her family and being able to enjoy the many cultures around the world. Patricia holds a B.A. in Advertising and a minor in Spanish.