Candela | Candela | Latin Market Agency Built From the Culture

A Helios & Partners Company

More Candela

A Helios & Partners CompanyMiami · CDMX · San José · Bogotá · BsAs

For years, Latin American markets were a slide in someone else's deck.

A demographic footnote.

Useful enough to mention. Never important enough to lead with. That is over.

Candela is the base unit of light Precise. Directional. Non-negotiable.

Lush tropical rainforest path leading toward a majestic, symmetrical volcano under a bright blue sky with clouds.

Romantic couple dancing salsa at night on a cobblestone street lined with outdoor cantinas and onlookers.

Smiling woman with dark curly hair dancing joyfully at a crowded, dimly lit nightclub party.

Two hikers walking on a mountain trail through a high-altitude paramo ecosystem featuring frailejon plants and distant jagged peaks.

Lush tropical rainforest path leading toward a majestic, symmetrical volcano under a bright blue sky with clouds.

Romantic couple dancing salsa at night on a cobblestone street lined with outdoor cantinas and onlookers.

Smiling woman with dark curly hair dancing joyfully at a crowded, dimly lit nightclub party.

Two hikers walking on a mountain trail through a high-altitude paramo ecosystem featuring frailejon plants and distant jagged peaks.

Expansive field of blooming orange Bird of Paradise flowers with lush green hills and mountains in the background.

Close-up of four people playing dominoes on a white outdoor table alongside Havana Club rum, shot glasses, and cigarettes.

Two people sitting on the edge of a swimming pool playing a game of cards and drinking bottled beer in the summer sun.

Vast, dry golden grassland landscape under a bright blue sky with a solitary tree beside a distant dirt road.

Aerial drone view of a single person swimming in crystal clear turquoise water beside a pristine white sand beach with palm trees

Two people sitting on the edge of a swimming pool playing a game of cards and drinking bottled beer in the summer sun.

Vast, dry golden grassland landscape under a bright blue sky with a solitary tree beside a distant dirt road.

Aerial drone view of a single person swimming in crystal clear turquoise water beside a pristine white sand beach with palm trees

$40B+

Total Latam ad market 2025.

Source: emarketer

$4.1T

US Latino purchasing power. If measured standalone, the 5th largest economy in the world.

Source: HISPANIC MARKETING COUNCIL

$192B

Latin America Gen Z spend by 2023

Source: NIELSEN IQ

$8B

Mexico digital advertising market, alone.

Source: emarketer

The Market

$40B+Total Latam ad market 2025.

Source: emarketer

$4.1TUS Latino purchasing power. If measured standalone, the 5th largest economy in the world.

Source: HISPANIC MARKETING COUNCIL

$192BLatin America Gen Z spend by 2023

Source: NIELSEN IQ

$8BMexico digital advertising market, alone.

Source: emarketer

What we do

Group of friends laughing and having drinks at an outdoor patio table.

Media

Planning, buying, AdOps, Performance, Identity Solutions, DOOH. Digital-first, in-house and purpose-built.

Woman talking on a cell phone at an outdoor cafe.

PR + Influence

Earned media, Press, Social Strategy, and Influencer Programs built for Latin audiences, not translated for them.

Retro graphic pattern with orange flowers and dark green leaves.

Creative

Concepting, Design, Content Production, Experiential, and Web. Work that earns attention.

Close-up of a woman drinking an orange cocktail on the beach.

Technology + AI

AI-Augmented Operations, Apps, E-commerce and UX/UI. Built on Helios's proprietary Augmented Intelligence Framework.

Fisheye lens view of an orange cocktail on a beach with a palm tree.

Social Commerce

Tastemaker-led Selling, Live Commerce and Creator Monetization. Built for the Latin Gen Z consumer. From Discovery to Purchase, in one Feed.

Woman dancing at a crowded beach party with a bonfire at dusk.

Woman working on a laptop at a wooden table near a tropical beach.

Assorted tropical fruits, a glass of cola, and a smartphone resting on a white outdoor table.

Scenic view of a river flowing through a grassy wetland under a blue sky with clouds.

Woman wearing yellow-tinted glasses talking on a cell phone on a colorful city street.

Silhouette of a group of people gathered around an outdoor table during sunset.

Who we are

Woman dancing at a crowded beach party with a bonfire at dusk.

Woman working on a laptop at a wooden table near a tropical beach.

Assorted tropical fruits, a glass of cola, and a smartphone resting on a white outdoor table.

Scenic view of a river flowing through a grassy wetland under a blue sky with clouds.

Woman wearing yellow-tinted glasses talking on a cell phone on a colorful city street.

Silhouette of a group of people gathered around an outdoor table during sunset.

Woman dancing at a crowded beach party with a bonfire at dusk.

Woman working on a laptop at a wooden table near a tropical beach.

Assorted tropical fruits, a glass of cola, and a smartphone resting on a white outdoor table.

Scenic view of a river flowing through a grassy wetland under a blue sky with clouds.

Woman wearing yellow-tinted glasses talking on a cell phone on a colorful city street.

Silhouette of a group of people gathered around an outdoor table during sunset.

Woman dancing at a crowded beach party with a bonfire at dusk.

Woman working on a laptop at a wooden table near a tropical beach.

Assorted tropical fruits, a glass of cola, and a smartphone resting on a white outdoor table.

Scenic view of a river flowing through a grassy wetland under a blue sky with clouds.

Woman wearing yellow-tinted glasses talking on a cell phone on a colorful city street.

Silhouette of a group of people gathered around an outdoor table during sunset.

Woman dancing at a crowded beach party with a bonfire at dusk.

Woman working on a laptop at a wooden table near a tropical beach.

Assorted tropical fruits, a glass of cola, and a smartphone resting on a white outdoor table.

Scenic view of a river flowing through a grassy wetland under a blue sky with clouds.

Woman wearing yellow-tinted glasses talking on a cell phone on a colorful city street.

Silhouette of a group of people gathered around an outdoor table during sunset.

A dedicated Latin market agency. Not a division. Not a satellite.

Built in Bogotá. Mezcalito los viernes. 305 when sunny. Asado los domingos, en familia. Pura vida!

global publisher partnerships

proprietary ai frameworks

private equity backed by helios & partners

shareholders, worldwide partners

pan-regional relationships, full market depth

all from day 1

Clients

Team

Rodrigo Salazar

Managing Director

Oscar Caballero

Chief Technology Officer

Jennifer Noguera

PR + Influence Lead

Media Director

Head of design & Innovation

Global Executive PR Director

Lo latino está de moda.

Nosotros le prendemos fuego.

hola@somoscandela.co