July Edition 2021

9thWonder Agency is tapping into the Power of Difference


On the outskirts of average, you’ll find growing markets bound together by shared beliefs and identities. Their buying power is over $7 trillion. And their influence is ready to be unleashed on behalf of brands that connect with them authentically.

Founded in 2018, 9thWonder is an independent marketing agency built for business impact. The agency brings together diverse thinkers and specialties from across six offices (Houston, Dallas, Denver, Los Angeles, Buenos Aires, Argentina and Nha Trang, Vietnam) to identify hidden opportunities, generate marketplace results and develop lasting advantages for clients. 9thWonder is also a global partner in MAGNET, one of the world’s leading partnerships of advertising and creative agencies spanning six continents and annual capitalized billings of $2 billion.

Most recently, LT Foods Americas, owner of the Royal® brand and the No. 1 brand of basmati rice, has chosen 9thWonder, as its digital agency of record. As the new digital agency and strategic partner, 9thWonder will apply its strategic focus and digital marketing expertise to build on LT Foods Americas’ iconic brand and garner increased growth.

LT Foods Americas is focused on creating a vibrant portfolio. The company is known for several rice brands including Royal®, Daawat®, 817 Elephant®, and Indus Valley®. 9thWonder will focus on its rice brand, Royal, which brings authentic Indian rice and cuisine from around the world to grocery stores across the U.S.

The addition of LT Foods Americas to 9thWonders’ roster of CPG clients further defines the agency’s deep bench of CPG experience, having previously worked with leading brands Dole Packaged Foods, Nestlé Butterfinger, Alive!, Natrol, Nature’s Way, Mahatma Rice, Success Rice, and Carolina Rice.

With over 130 team members across three countries, 9thWonder has built a diverse network of thinking that is uncovering new insights, new strategy, and new results. With former CMOs, entrepreneurs, and award-winning creatives as its guide, the company is moving mountains of pixels, copy, and strategy to deliver competitive work that is hyper-targeted, culturally-relevant, and not average. It serves all from tech to automotive, CPG to service, B2B to B2C, big, small, and everything in between. 9thWonder’s clients are diverse but have one thing in common – they are ready to challenge the status quo.

Working with Honda

One of the world’s largest automobile companies, Honda was looking to enter the side by side (SXS) category with its new Talon line. Polaris dominated this category and several other brands headlined in this category. But all these brands’ marketing communications were a similar, product-focused, dark and serious. Honda wanted to create a unique space for itself in this segment to target the audience on a emotional level. It wanted to create a unique desire and a strong identity for Talon to meet ambitious sales goals.

9thWonder unearthed the hidden opportunity by conducting intensive research that revealed two unique insights that would underpin the campaign. The first was inspired by riders and their lifestyle. Sport SXS riders tended to be a little older than other powersports enthusiasts. Having often ridden motorcycles in their past they wanted to share that same thrill with their friends and family but in a less risky way. The second insight was that a welcoming, friendly and fun brand character would set Honda apart from competitors. By focusing on the people, the lifestyle, and the brand’s personality, 9thWonder was able to connect to the core rider mindset in a new and authentic way.

The ace agency created a campaign that was a multi-channel effort built around the creative theme that “Life is Better Side by Side.” Communications began with a social media tease effort that led to a Facebook Live press announcement along with a comprehensive website experience. The campaign took off from there with ongoing paid and organic social media, SEM, Display, Print, OOH, TV, email, a full complement of dealer materials including social, print & radio and POP for showrooms. To expand the excitement, 9thWonder targeted shows and events with a virtual reality theater that provided an immersive Talon riding experience.

The results were impressive as Honda’s market share in the segment went from 0% to 10%. Two of the Talon models soon featured in the top 10 list of SXS riders. Also, there were 1.2 million page views and 350 million impressions (4x the previous high in page views) without any paid media for Talon. Further, “Life is Better on a Honda” campaign became a platform for the entire Honda Powersports brand.

The Leader Upfront

Jose Lozano, Partner and CEO

As CEO, Jose guides 9thWonder’s overarching vision, provides direction for the future and spearheads business growth and new business development. He fosters radical business and marketing thinking that leads to 9thWonder’s exceptional new business success, both organically and through acquisitions. Most importantly, he embeds himself into clients’ companies to gain a full perspective of their marketing challenge, in order to drive successful strategies that lead to results.​

Jose holds a BBA in Marketing and Finance from Baylor University, where he currently serves on the S3 Board for the Hankamer School of Business. He lives in Houston with his wife and three beautiful children.

“With over 130 team members across three countries, 9thWonder has built a diverse network of thinking that is uncovering new insights, new strategy, and new results.”