The industry now has a name for what Kim was doing in 2004.
Every language. Every culture. Every people. Each one created on purpose.
I didn’t arrive at multicultural advertising through a report or a DEI initiative. I arrived the way I was meant to — from the inside out.
Reaching diverse audiences is not a service Adonai added. It is part of who built this company.
The Authority No One Can Manufacture
Kim Fabian is Dominican and Puerto Rican. Bilingual. Bicultural. Three decades building something real inside an industry that was still figuring out the question she was already answering. The perspective she brings to multicultural advertising was not learned in a classroom or sourced from a research deck. It was lived. And it has been applied, market by market, since 2004. That is not a credential. It is a foundation.
The Strategy That Didn’t Have a Name Yet
In 2004, NCC Media asked Kim to do something that had never been done inside the company: establish their first multicultural Hispanic ad sales office. There was no template. No team waiting. No market map already drawn. She relocated, built the relationships on the ground, and created something from nothing. That office is still operating today.
What she built there wasn’t just an office. It was a strategy the industry hadn’t named yet.
Bilingual Hispanic viewers were already watching English‑language television in significant numbers. Kim used Scarborough research data to identify the cable networks that overindexed among that audience, then cross‑referenced local cable data to pinpoint the specific zip codes and cable systems where concentration was highest — and built the geo‑targeting strategy from the ground up. Spanish‑language creative. English‑language programming. A bicultural audience reached in their own language, on the screens they were already watching.
The first advertiser willing to be that bold was Chevrolet. ESPN Baseball Championship Series. Top 5 Hispanic DMAs in the country. The industry now has conference panels about this. White papers. A formal name. Kim was doing it in 2004.
At Univision, Kim was hired to manage accounts. She generated $1.5 million in new business her first year — by walking in with general market relationships nobody had thought to leverage yet. That instinct — seeing the opportunity no one else is working — is what got her recruited away.
Vme Media didn’t hire her to sell. They hired her to build. Spanish‑language media under PBS affiliation required a completely different conversation with advertisers — not spots and dots, but sponsorships, product integrations, original programming partnerships built directly with Executive Producers. 94% year‑over‑year revenue growth. 92% of total network upfront billings.
The numbers followed the thinking. They always do.
What That Means for Your Campaign
Multicultural advertising done correctly is not translation. It is not a Spanish‑language version of your English buy, trafficked as an afterthought. It is a strategy — built on a genuine understanding of how bicultural audiences consume media, what moves them, and where they are actually watching.
At Adonai, that understanding is not outsourced. It is not approximated. It is the perspective of the person leading your campaign. We know which networks overindex. We know which markets to prioritize and why. We know how to build a buy that reaches a bicultural audience with the authenticity they recognize immediately — and the efficiency your budget demands.
Want the data behind the strategy?
Reaching Hispanic Audiences: What the Numbers Say
A market report from Adonai Alliances: population, buying power, how Hispanic audiences watch and listen, and what it means for your next campaign.
Every language. Every culture. Every market.
If your audience includes the 70 million Hispanic consumers who represent one of the most powerful and underleveraged segments in American media — this is the conversation worth having.
“The Lord bless you and keep you; the Lord make His face shine on you and be gracious to you.”
— Numbers 6:24–25