What does Rico do? And is Latino really his last name?

Yep, Latino is my last name. What I do: I apply creativity and cultural competence to marketing and corporate communications.

Say what?

I'm a writer and creative director, and I also do consulting work.

Quick Reads:

Hispanic or Latino?  (And Which Dialect of Spanish?)

The Native Speaker Syndrome

Translations Don't Work

The Immigration Page

On a typical week ...

I write focus group moderator guides and radio/video/TV scripts, and record and deliver audio, both in English and Spanish. Also, I work with art directors and designers on communications pieces such as brochures, ads, web sites, and patient education guides.

My consulting practice includes qualitative research (in-depth interviews, focus groups), advising on communications programs for Latino communities across the U.S., and developing and executing cultural competence programs in organizations.

My current board service:

Trustee Emeritus

Board of Directors

Board of Directors