Helios & Partners Launches Candela, a Latino Marketing Agency Redefining the Consumer Ecosystem
Helios & Partners, leaders in the Consumer Ecosystem Investing™ model, today announced the debut of Candela, a full-service marketing agency specializing in the Latin American and U.S. Hispanic markets. Candela is at the intersection of culture and social commerce, helping brands build real relationships with Latin consumers, not just reach them.
While Hispanic culture has sat at the heart of the global zeitgeist for years, the demographic is frequently treated as a campaign footnote. With $4.1 trillion in purchasing power, the U.S. Latino economy currently stands as the fifth-largest in the world. Despite this, Spanish-speaking audiences represent less than 1% of U.S. digital advertising budgets. This disconnect extends across the border, where the Latin American ad market has surged past $40 billion.
“Candela exists because you cannot feel a culture you were not raised in; technology and translated briefs cannot simulate that,” said Rodrigo Salazar, managing director of Candela. “We built this to end the cycle, not to check a diversity box. By merging our Private Equity-backed infrastructure with the perspective of people who actually grew up here, we deliver something truly bespoke. This combination does not exist anywhere else in this market. Lo latino está de moda. Nosotros le prendemos fuego.”
Candela joins the Helios ecosystem to dismantle the multicultural silo. As the only Latino marketing agency with direct operational experience on both sides of the East-West corridor, Candela provides media, public relations, creative, technology, and social commerce solutions designed for scale. Yuki Bi, CEO of Helios Worldwide, and Dora Williams, Executive Director of Auris, Helios's communications practice, are part of the leadership driving this expansion. This team treats culture as the center of a brand's total consumer strategy, not a footnote in it.
“As an Asian American leader, I value leadership embedded in the culture,” said Humphrey Ho, managing partner of Helios & Partners. “Rodrigo’s pedigree as a market orchestrator and driver of commercial impact makes him the natural choice to lead this expansion. From Bogota, we are building exactly what this market has always deserved and never had.”
Unlike traditional agencies operating on a rigid vendor-client basis, Candela introduces a shift toward Consumer Ecosystem Investing™. Through Helios & Partners, Candela offers a co-investment model, alongside standard retainers, moving beyond just traditional service fees to include equity-based and performance-driven partnerships. This evolution transforms Candela from a line-item vendor into a strategic business partner for both global multinationals and small and mid-sized powerhouses.
Candela’s leadership will be on the ground in New York City for the 2026 Hispanic Marketing Council Annual Summit April 22-23 to discuss opportunities and growth strategies. To schedule a private meeting or to learn more about Candela, contact our team directly at rodri@somoscandela.co.