BIENVENIDO

¡Saludos! Happy Friday, and welcome to the 51st edition of Comprende.

The 3 Core Stories:

• This week, we highlight Clemencia Herrera, the CEO and Creative Director of Moira Studio, who ensures Latinos are prioritized in advertising.

• Next, we celebrate the 2025 Latino Leaders Index 500, a game-changing list showcasing the largest Latino-owned businesses and their massive impact on the U.S. economy.

• Finally, we honor the legacy of George Pérez, the legendary Puerto Rican comic book artist behind Marvel’s White Tiger, the first Puerto Rican superhero in mainstream comics.

So, grab your cafecito or cervecita (depending on where you are), settle in, and if you enjoy it, please forward the newsletter to friends or share it on social media! ☕️ 🍺

Meet Clemencia Herrera: The Creative Force and Founder of Moira Studio

For Clemencia Herrera, marketing and advertising isn’t just about selling a product; it’s about making sure Latinos see themselves in the story. As the CEO and Creative Director of Moira Studio, she leads a multicultural marketing agency that helps brands craft meaningful, culturally relevant campaigns. Her work ensures that Latino voices aren’t just included–we’re prioritized.

Born in Cali, Colombia, Clemencia grew up bouncing around different areas before her family settled in Florida. Her father, a salesman turned entrepreneur, secured an investor visa, allowing them to move to the U.S.

After completing her education in Miami, she began her career at Univision, working in news and branding before expanding her expertise in TV and advertising across Europe. With stints in Amsterdam and Madrid, she gained a global perspective, even learning Dutch along the way. Throughout this time, she completed a Master’s in Advertising and worked her way up through various agencies while still doing some freelancing.

In 2008, Clemencia took on a freelance project for a political ad campaign. It was then she saw a growing need for authentic Latino outreach, as campaigns often treated Spanish-language messaging as an afterthought. She recognized the gap and kept going, working on more political and commercial campaigns that required not just translation but true cultural understanding.

By 2014, she launched Moira Studio, offering bilingual creative advertising, digital content, media buying, branding strategies, and more tailored specifically for Latino audiences. Since then, Moira Studio has worked with major clients like National Geographic, Xfinity, Voto Latino, the 2020 Biden-Harris campaign, and others, helping them reach Latino communities in ways that truly resonate.

When we spoke, Clemencia emphasized, “A business strategy is not sound unless it includes Latinos.” Data backs her up. Latinos are brand-loyal, influential consumers who drive word-of-mouth marketing. However, to connect effectively, brands must go beyond stereotypes. As she explains, “micro-targeting is key.” What works for Latinos in Texas won’t necessarily work for those in New York or California. To learn more about why this is so important, check out Moira Studio’s project: Identity Matters

As a Latina and woman of color, Clemencia admits she’s faced discrimination in her field, but she remains determined. “We’ve been victimized, but we aren’t gonna be victims,” she told me. “We stand on the shoulders of Latinos before us.”

Through Moira Studio and her podcast, Chancleta Generation, she’s amplifying Latino stories and pushing for greater representation. Her message is clear: Latinos belong in the conversation. And she’s making sure no one ignores us.

George Pérez: The Puerto Rican Artist Who Brought Latino Superheroes to Life

George Pérez wasn’t just a comic book artist, he was a storyteller who put Latino heroes on the map. Born in the South Bronx to Puerto Rican parents, Pérez grew up sketching on whatever he could find, determined to turn his passion into a career.

Despite early struggles and harsh critiques, his perseverance led him to Marvel, where he co-created Hector Ayala, the White Tiger, the first Puerto Rican superhero in mainstream comics.

Inspired by the faces and names of his own community, Pérez brought authenticity to the page, ensuring that Latino readers could see themselves as heroes. His talent extended far beyond White Tiger–his work shaped legendary storylines for both Marvel and DC, including Crisis on Infinite Earths and Infinity Gauntlet, which influenced today’s superhero films.

Although Pérez passed in 2022, his impact lives on. With Daredevil: Born Again bringing White Tiger back into the spotlight, new audiences will be introduced to the legacy he helped build. His work wasn’t just about superheroes; it was about representation, proving that Latino stories belong in the mainstream.

Check out the full profile on George Pérez and his impact on Remezcla:

Visibility Matters: Latino Leaders 2025 Index 500 Celebrates the Top Latino Companies in the Country

Latino-owned businesses are a driving force in the U.S. economy, growing faster than any other sector. In 2021 alone, they made up 7.1% of all U.S. employers and generated $767 billion in annual revenue. Yet, until recently, there wasn’t a clear, comprehensive resource highlighting the scale and impact of these businesses.

Enter the Latino Leaders Index 500, a groundbreaking list showcasing the largest Latino-owned companies across industries. Created by Latino Leaders and supported by BMO, this initiative began as the Index200 and quickly expanded to Index500 due to the vast number of influential businesses shaping the economy.

This list isn’t just about numbers. It’s about visibility, influence, and inspiring future generations of Latino entrepreneurs.

Beyond recognizing top businesses, the Index500 also highlights investment firms, non-profits, and institutions that support Latino economic power. This effort helps business owners, investors, and decision-makers understand the full strength of the Latino market.

The 2025 Index500 demonstrates once again that Latino businesses are the backbone of economic growth in the U.S. Explore the Index500 today and celebrate our impact.

How to Make: Chofan Dominicano

Chofan is the Dominican version of Chinese fried rice, influenced by Chinese immigrants who settled in the Dominican Republic. It’s a flavorful, customizable dish made with rice, protein, and vegetables, often cooked with soy sauce and Dominican seasonings.

Ingredients

• 2 cups cooked white rice (preferably day-old for best texture)

• 2 tbsp vegetable oil

• 1 cup chicken, shrimp, or pork (diced)

• 2 cloves garlic, minced

• ½ onion, diced

• ½ bell pepper, diced (red or green)

• ½ cup carrots, diced

• ½ cup peas (optional)

• 2 eggs, scrambled

• 3 tbsp soy sauce

• 1 tbsp oyster sauce (optional, for extra flavor)

• ½ tsp sesame oil (optional, for an authentic touch)

• ½ tsp ground black pepper

• ½ tsp Dominican orégano (optional)

• 1 stalk scallions (green onions), chopped

• ½ tsp sazón or adobo seasoning (optional, for extra Dominican flavor)

Instructions

1. Cook the Protein: Heat 1 tbsp of oil in a large pan or wok over medium-high heat. Add the diced chicken, shrimp, or pork, season with salt and pepper, and cook until browned. Remove and set aside.

2. Scramble the Eggs: In the same pan, add a little more oil and scramble the eggs. Once cooked, set them aside.

3. Sauté the Vegetables: Add another tablespoon of oil and sauté the garlic, onions, and bell peppers for a few minutes. Add the carrots and peas and cook until tender.

4. Add the Rice & Seasonings: Stir in the cooked rice, soy sauce, oyster sauce, sesame oil (if using), black pepper, orégano, and sazón/adobo. Mix well so the flavors are evenly distributed.

5. Combine Everything: Return the cooked protein and scrambled eggs to the pan. Stir-fry everything together for another 2-3 minutes.

6. Finish & Serve: Sprinkle chopped scallions on top, give it one final stir, and serve hot!

In our last edition, we asked: In which Latin American country is there a unique natural phenomenon where fish allegedly rain from the sky at least once a year?

The right answer was Honduras

In Honduras, a unique natural phenomenon known as Lluvia de Peces (Rain of Fish) occurs in the city of Yoro at least once a year. During heavy storms, locals claim to witness small fish appearing on the ground after the rain subsides. Scientists suggest that this may be due to waterspouts lifting fish from nearby bodies of water or underground rivers overflowing. The event has become a cultural tradition, celebrated with an annual festival in Yoro. While its exact cause remains a mystery, Lluvia de Peces continues to captivate locals and visitors alike.

Question: Which Latin American country has an island where the locals speak a dialect of Welsh?

Reply with your guess! Answers will be revealed in the next newsletter!

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