"Human Responses in LA": Exploring the Strategies Adopted by Hispanic Agencies amidst ICE Enforcement Actions
In the heart of Los Angeles, under a cloud of apprehension and unrest, military vehicles roll down Olympic Boulevard as protests persist citywide. The city's ad agencies, particularly those catering to the Hispanic community, are wrestling with intense, personal fears, stirred by recent ICE raids.
Since June 6, these raids have netted dozens of undocumented immigrants, scooped up at worksites ranging from warehouses to car washes and Home Depot parking lots. Simultaneously, hundreds of demonstrators have taken to the streets, outraged by what they deem as racially-charged attacks on Hispanic and immigrant communities.
Federal intervention, reminiscent of 1992's Rodney King riots, has seen National Guard troops deployed without the governor's request to back ICE operations. In a power play, President Trump has temporarily seized control of the National Guard in LA, a move upheld by an appeals court. With the military's support, these raids could continue for up to 60 days.
Marina Filipelli, CEO of LA-based creative agency Orci, powers on through her feelings of helplessness as she states, "They are us. They are our neighbors, our friends, and our family members. It's really close to home." The situation, she admits, has "shaken us to the core."
"This is about humanity," Filipelli asserted. "Everyone deserves, in our country, to be treated with a certain level of respect and with due process."
Here's how Los Angeles' ad scene is grappling with the groundswell of fear and uncertainty.
Employee Support
Orci, an agency founded by Mexican American immigrants in 1986, acted swiftly when the raids began. The agency immediately extended the option to work remotely, offering an open forum for employees to discuss their feelings.
"We heard from people that come from other agencies or other workplaces that, when these things happen, they feel very alienated when they go to work," Filipelli shared.
Agent Acento, another LA-based agency founded by Mexican immigrants, is also encouraging employees to work from home, as many navigate curfew zones or public transport to reach work. The agency has set up an internal channel for team members to share news, resources, and offer a safe space for connection.
"We enjoy that kind of culture of flexibility, but also mutual support," said Acento's CEO Donnie Broxson.
Costa Mesa's Casanova//McCann remains open, but employees don't have to come in. While most staff are legal residents or citizens, many still carry documentation with them every day.
"We've continued to remind people: keep your paperwork with you at all times," said CEO Ingrid Smart. "It's sad that we have to do that, but better safe than sorry."
Smart, who owns the agency now certified as both minority- and female-owned, emphasizes her commitment to employee care by offering counseling, mental wellness perks, and even sound baths to help employees cope with the tension.
At Relevant+, a Hispanic-owned media agency in LA, employees are being granted fully-paid mental health days. The agency also shares know-your-rights guides and immigrant protection resources from trusted organizations, such as the Immigrant Defense Project and Informed Immigrant.
"We didn't want anyone to 'power through' this moment," said CEO Jonathan Patton. "We wanted them to feel seen, supported, and held."
Community and Client Engagement
Acento, informed by the potential impact of Trump's presidency since his return to office, had already started advising clients to adjust their marketing campaigns to address the heightened anxiety within immigrant communities. They urged clients to emphasize safety and assure their support for immigrants, aiming to allay consumer fears that the raids sparked.
As the protests rage on, agencies are advocating for their communities in various ways. Orci is matching employee donations to organizations like CHIRLA, which assists detainees and their families. Casanova//McCann is encouraging staff to use their three annual volunteer days in the community, and the agency is developing a community-focused pro bono initiative.
Relevant+ is taking a strong stance on social media, emphasizing its dedication to the U.S. Hispanic community and advocating for human rights. In a LinkedIn post, the agency wrote, "When dignity is on the line, we don't look away. It's not about left or right—it's about human rights."
Resilience and the Role of Brands
While agencies are striving to support their employees, they underscore the role brands can play in showing up for diverse audiences during this turmoil.
"This work can't just exist when it fits a campaign cycle," Patton stated. "If you claim to stand with these communities, that has to mean something when it's uncomfortable, and when it actually costs something."
Filipelli agrees: "To target U.S. Hispanics as an audience, to sell them products and services, but then turn your back on them when they're being vilified in certain ways … just doesn't sit quite right with me."
The unique resilience of immigrant communities during times of crisis was a common theme among the agency leaders. Smart asserted, "The immigrant mind is resilient, is strong, is fearless—and we are staying strong for our people and our consumers. And we're not going away anytime soon."
- As the tense standoff between authorities and demonstrators escalates in Los Angeles, local ad agencies are taking steps to address the mounting fear and uncertainty among their employees, particularly those of Hispanic and immigrant origins, who are deeply affected by the ongoing ICE raids and political unrest.
- In the face of escalating risk, these agencies are actively advocating for their communities, encouraging clients to adjust marketing campaigns to address consumer concerns, setting up internal channels for employee support, and championing for human rights, acknowledging the role brands have in standing with diverse audiences during turbulent times.
