The Esperanza Award: Empowering Latina Voices in Communications
Standing out in the competitive communications industry is no easy task, but for those who embrace their authenticity, cultural heritage, and unique experiences, it can become a powerful asset. Daisy Expósito-Ulla is a shining example.
As the first Latina recipient of the prestigious Matrix Award, Daisy has been breaking down barriers in communications since starting in production at PBS to helping create and build WPP’s Young & Rubicam/The Bravo Group, which during her leadership became the largest multicultural agency to this day. Today, Daisy is CEO of her own agency, d expósito & Partners, a New American Agency, helping brands connect with today’s diverse consumers with a culture-first philosophy. It is no wonder that The American Advertising Federation inducted her into the AAF Hall of Fame for her contributions to American advertising.
Daisy knows first-hand what it is like to navigate the communications industry as a Latina. At the start of her career, she noticed few people who looked like her or shared her experiences in the room making decisions. But instead of trying to blend in, Daisy embraced her identity.
“When I started in the business I didn’t try to fit in,” said Expósito-Ulla. “Why would I?”, she added. “I was proud of my Cuban heritage. I was pursuing a career in Hispanic Marketing and Advertising in its nascent phase in which I felt that my professional skills coupled with my bilingualism and culture could make a difference to brands that wanted to build relevance with the Latino community.”
Daisy’s belief in the value of her unique perspective became the cornerstone of her career. Instead of conforming, she leveraged her cultural background and expertise to enhance her work. It was in her Latina voice that she found her superpower.
Her words resonate with Latinas navigating the often-challenging landscape of the communications industry today. Daisy emphasized that “Latinas today have a tremendous opportunity. They should bring their whole selves to work.” This powerful reminder underscores that authenticity is a strength and a critical tool in carving out a successful career.
Now, Daisy is focusing on ensuring that the next generation of Latinas pursuing communications have the support and resources she didn’t have early in her career. When asked in 2010 to sponsor The Esperanza Award, Daisy didn’t hesitate. “To give that opportunity to a young Latina who wants to pursue a career in communications is very important to me. I didn’t have that opportunity; I had to go and find my own. Every year, we select a young Latina for the award, and we open the door for her to network, meet powerful women, meet successful women in all different facets of communications, and most importantly, open the gateway for her to start building her future. We are helping these young Latinas fulfill their dreams,” Daisy explains. “It is rewarding that I can contribute in a small way.”
The success stories of past winners, such as Gabriela Henriquez, who used the scholarship to pursue her passion for investigative journalism at Columbia University, show evidence of the award’s impact.
“The Esperanza Scholarship helped me alleviate the financial burden associated with pursuing graduate education in an Ivy League as a Latina,” Gabriela shared. “Without it, it would have been impossible to dream about doing a master’s in investigative journalism.”
Another recipient, Yamila Martinez, credits the award for opening doors early in her career: “I am a first-generation college student and an immigrant in this country. I came by myself when I was 19 to look for a better future for my family and myself. Due to my financial limitations, I worked full-time as a first- and second-year student. So, when I received The Esperanza scholarship, I could do a government affairs and communication internship for the New York State Senate, which led to more career-related opportunities.” Yamila is now a freelance journalist who was recently admitted to NYU Wagner’s prestigious MPA program.
Daisy emphasizes that the importance of diversity and representation in media cannot be overstated, “diversity and inclusion are fundamental in today’s society. We can’t go back.” The impact of her commitment to diversity is evident in the data she shares:
“Latina-owned businesses represent almost 15% of all women-owned businesses in the United States. They also represent close to half of all Latino-owned businesses in the U.S. Additionally, Latina-owned businesses are one of the fastest growing demographics in the U.S. business ecosystem.”
Moreover, Daisy highlights the immense value of cultural insights to the media industry. “As a business owner, I make sure to advise my clients of the importance of these multicultural consumers and educate them on it. Also, of the importance of supporting these communities.” she says. “It is important to ensure all organizations- trade, industry, etc. have diverse voices in the boardroom. We must equip ourselves with the voices representing our pluralistic society.
Daisy’s advice for Latinas looking to enter the communications industry is clear: “First, you must be qualified- have the skills, education, and work ethic. Then bring your Latina-ness unapologetically to what you do, with respect and with dignity.”
Through The Esperanza Award, Daisy is opening doors and providing a network of support, mentorship, and resources to help Latinas break into and thrive in communications. For Daisy, it’s about ensuring that the next generation of Latina voices can tell their stories- and impact the world.
