New Consulting Practice Delivers Audience-Inclusive Business Strategies
BARU Marketing + Media, an integrated marketing and media agency, has launched a new consulting division, ATTUNE Insights.
ATTUNE’s focus is on driving audience-inclusive strategies for today’s culturally diverse marketplace with an emphasis on the intersection of business and digital technology. ATTUNE’s practice areas currently include: Emerging Trends & Insights, Market Entry Guidance, Revenue Enhancement and Cultural Intelligence.
Amidst digital advancements and rapidly growing diverse populations, the ATTUNE team will help clients keep pace and identify growth with an array of data analytics and strategic solutions across the dynamic cultural landscape. Elizabeth Barrutia, a 20 year veteran and established marketing and media thought-leader, will serve as ATTUNE’s Principal Consultant.
BARU has long-provided strategic insight to major brands in entertainment, retail, packaged goods and spirits. The recent demand from clients to stay ahead of evolving cultural shifts and narratives necessitated the need to build out a separate consulting unit. With the agency’s recent growth fueled by an AOR win for Treasury Wine Estates and breakthrough digital campaigns for Viacom and NBC/Universal, the timing proved to be ideal for launching ATTUNE Insights as a separate and dedicated division.
“The face of the American consumer is rapidly changing and the growing market need for an “audience-inclusive” approach prompted the launch of our dedicated consulting division,” said BARU CEO and ATTUNE Principal, Elizabeth Barrutia. “We are among the very few who have the insight and experience to help C-suite clients innovate and bridge the cultural divide.”
ABOUT ATTUNE insights
ATTUNE Insights is a consultancy creating audience-inclusive strategies for today’s marketplace. With an emphasis on digital, technology and innovation, ATTUNE helps brands in a wide range of industries discover new growth opportunities amidst shifting consumer trends and demographics.
About BARU
BARU is an integrated marketing and media agency specializing in audience-inclusive brand building. The agency has well-established expertise in entertainment, travel & leisure, food & beverage, kids & family and financial services. BARÚ accounts include: Treasury Wine Estates, Del Real Foods, AAA, Viacom, Warner Bros., Walt Disney, ABC, Universal Studios Hollywood, PBS, and many more. www.baruad.com
Award-Winning Director Rachel Annette Helson’s Film “Good Daughter” Enters the 2025 Oscars® Race
With the 2025 Oscars® season heating up, director Rachel Annette Helson, an alumni of the 2019 SHOOT New Directors Showcase, enters the race for Best Live Action Short Film with Good Daughter, a crime drama that stars Netflix alum Samantha Sloyan. Good Daughter follows Rebecca (Sloyan), a woman who cons dementia patients by pretending to be their daughter – until the con catches up with her. The gripping narrative explores the rampant issue of financial exploitation of vulnerable seniors, and it’s personal for Helson. “Both of my Grandmothers passed away from Alzheimer’s,” she shared. “My family spent lots of time in the memory care facilities with them, but not everyone was so lucky. I saw a lot of lonely, abandoned people who had few visitors and no one by their side as they were dying. Good Daughter grapples with complex moral questions as it looks at someone who gives time to patients in their last days – but takes valuables in return. And there’s a great reveal at the end that really brings it full circle.” A huge part of the film’s success goes to lead actress Samantha Sloyan whose performance has been universally praised - and even won her the Best Actress award at Cindependent Film Festival as well as a Best Actress Nomination at Catalina Film Festival. “Samantha brought the perfect blend of humanity, humor and nuance to the role,” said Helson. “Her performance will make you laugh and punch you in the gut. She’s truly a powerhouse.” Sloyan has garnered accolades in recent years for playing characters that audiences love to hate. Most famously, she starred as Beverly Keane in the hit mini-series Midnight Mass, earning a nomination for Best Supporting Actress in a Limited Series by the... Read More