Beanstalk to Represent "Queen of Salsa," Celia Cruz

New York, New York, March 20, 2017 – The Celia Cruz Estate has signed an exclusive representation agreement for advertising licensing with Beanstalk, a global brand-extension agency headquartered in New York. As one of the most influential Latin artists of the last century, Celia Cruz is known as the “Queen of Salsa” throughout the world. The partnership between Beanstalk and the Celia Cruz Estate will extend the electrifying personality and legacy of the icon into advertising, long-term brand associations and select product opportunities. 

A native-born Cuban, Cruz was raised in working-class Havana and became a U.S. citizen after leaving Cuba.  She went on to win four Latin GRAMMY® Awards, four GRAMMY® Awards, produce more than twenty Gold and Platinum albums and received the highest honor given to artists, the National Medal of Arts bestowed by then President Clinton. Cruz’s unique, cross-generational appeal touched people of all ages and ethnicities and she came to represent the vibrancy of Hispanic culture throughout the world.

"Early in our conversations, the Beanstalk team showed passion and enthusiasm in continuing Celia’s legacy and celebrating Celia’s profound relationship with Hispanic audiences and Latin music lovers across the globe," says Omer Pardillo-Cid, Executor of the Celia Cruz Estate.  “We’re excited to partner with Beanstalk and look forward to a bright future ahead… ¡Azucar!” 

Vice President of Brand Management at Beanstalk, Martin Cribbs, commented on the new relationship, “We are thrilled to add Celia Cruz to our roster of legendary icons.  She is one of the most colorful, dynamic, and beloved artists in history and came to define an entire genre of music.”

About the Celia Cruz Legacy Project and Celia Cruz Foundation

The Celia Cruz Legacy Project was established to celebrate Celia Cruz’s accomplishments and achievements as the world’s most iconic salsa singer through innovative music programs for underprivileged children and memorabilia exhibitions recounting her exceptional life and career.  Its Archive and Research Center collects, safeguards and makes accessible materials, documents, photographs, video footage, stage dresses and pieces from Celia Cruz’s personal collection to keep the Legacy of Celia Cruz alive for generations to come.

The Celia Cruz Foundation’s mission is to maintain the legacy of Celia Cruz for future generations, as well as to offer financial aid to Latino students who wish to study music.  Founded by the legendary artists, the Foundation is a not-for-profit organization dedicated to raising funds for underprivileged students wishing to study music. During her 50-year career, Celia Cruz was a tireless supporter of music education in the Hispanic community.

About Beanstalk

Beanstalk, a global brand extension agency, works closely with our clients to unlock brand equity and create many of the world’s most recognizable products and services.  We help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer.

Beanstalk offers a breadth of services including brand representation, manufacturer representation, icon representation, retailer partnerships, STUDIO B creative services, approvals management, legal and financial services, and royalty auditing.  Blueprint – Powered by Beanstalk, our consulting division, advises clients through four key practice areas: brand extension + retail development, research + insights, design + identity, and operations + governance. Tinderbox, our digital division, works with gaming and new media properties to realize their potential in the world of consumer products.

The company is headquartered in New York, with offices in London, Miami, and Cincinnati, and affiliates throughout the world.  For more information, please visit Beanstalk is part of the DAS Group of Companies.

About the DAS Group of Companies

The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) (, is a global group of marketing services companies. DAS includes over 200 companies in the following marketing disciplines: specialty, PR, healthcare, CRM, events, promotional marketing, branding and research. Operating through a combination of networks and regional organizations, DAS serves international, regional, national and local clients through more than 700 offices in 71 countries.