Intuit QuickBooks

Javier Martin, Global Brand Director
Thom Suh, Global Brand Principal Marketing Manager
Natalie Alia, Global Brand Group Marketing Manager
Alice Reed, Sr. Marketing Manager, US Marketing
Lyda Scrogings, Sr. Communications Manager
Chelsea Donlin, Sr Marketing Manager
Mindy King, Senior Marketing Manager, Influencer

ALMA DDB. *Lead Agency

Jorge Becerra, Strategic Planning Director
Gabriel Ferrer, Creative Director
Gabriel Reyes, Creative Director
Alondra Diaz, Junior Art Director
Jay Rivera, Executive Producer
Michael Sotelo, VP, Digital Content & Experience
Karen Udler, Group Account Director
Sofia Rodriguez, Account Supervisor
Isaac Mizrahi, Co-President & CEO
Alvar Suñol, Co-President & CCO
Angela Rodriguez, SVP, Head of Strategy
Jorge Mercado, Consumer Connections Director
Vanessa Foinquinos, Account Supervisor
Michelle Headley, EVP, Operations & Production
Angela Battistini, EVP, Account Management

Access Brand Communications

Jen Garcia, SVP

Collectively

Allen Mao, Associate Director, Strategy
Yvanna Rivera, Associate Director, Production

Critical Mass

Chris DeVuono, Strategy Director
Andrew Lavery, Executive Creative Director

Initiative

Sandra Wissa, Director, Integrated Media Planning
Celeste Paruccini, Senior Group Director

Hispanic small business owners have been underplaying their business size and potential, thinking their businesses are too small to invest in software or technology solutions to manage cash flow, payments and bookkeeping. This is the story of how QuickBooks changed the "I'm not that big" mindset in the Hispanic business community and nearly doubled the number of Latinos adopting QuickBooks. The strategy? Show Hispanic businesses with names ending in 'ito" ("barcitos," "mercaditos”) that just because their names sound "chiquitos" (small in English), it doesn't mean they can't be big.