Linda Guerrero, who was formerly a Netflix and 42 West multicultural executive, has founded Cultural Agency, a multicultural agency that aims to connect publicity, awards and marketing campaigns to culture. Guerrero will serve as CEO of Cultural Agency.

The newly launched agency will be specifically focused on Hispanic, Black, API, LGBTQ+, faith and accessibility audiences.

“Multicultural audiences are mainstream audiences, and we know that films with diversity drive bigger box office. But connecting with these audiences takes much more than heritage months, once-a-year campaigns or social media feeds,” Guerrero said.

Having spent most of her career helping brands and clients engage multicultural communities with authenticity, purpose and a deep understanding of their nuances, Guerrero said creating Cultural Agency was the next right step.

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Guerrero most recently served as senior director of multicultural publicity, social and community at Netflix, where she led a team focused on strategy and outreach for Black, Latinx, API, LGBTQ+ and faith audiences across films and series. During her six-year tenure, Guerrero also spent three years as director of publicity for Latin America, overseeing publicity, events and visual communications.

Before joining Netflix, Guerrero spent 10 years in a managing director role at 42 West out of New York, creating and leading its multicultural practice with clients including Universal, Warner Bros., 20th Century Fox and Netflix.

Before that, Guerrero served as a vice president at Terry Hines & Associates, helping launch its multicultural group. She has also held roles at Paramount, Rogers & Cowan and 20th Century Fox.

She has been a member of the Marketing and Public Relations Branch of the Academy of Motion Pictures Arts and Sciences (the organization behind the Oscars) since 2016, has served as co-chair of A2020 and A2025 since 2020, and has been on the Branch Executive Committee since 2019.