New Audiences New Communications
- 612-729-5900
- info@NewPublica.com
We work with organizations, corporations, governments, causes, and campaigns to influence and shape public opinion, driving people to take meaningful action. Our team excels at crisis and reputation management, managing coalitions of all sizes, leading electoral and legislative campaigns, and engaging in urban planning and meaningful public engagement. We have managed campaigns at all levels, achieving success in elections up and down the ballot, passing historic laws, creating movements from the ground up, and leading in urban planning by engaging with Minnesotans on their parks, streets, bridges, and highways, ensuring that our essential communities are involved every step of the way.
With years of experience, we understand what drives policy, how to win campaigns, and how to authentically engage essential communities in urban planning and design. We excel in constructing well-tailored and multifaceted broad campaigns, protecting and shaping reputations, and managing crises with a campaign mentality.
Our list of clients and partners includes local, state, and national legislative and issue-based campaigns, foundations, nonprofits (501c3 and 501c4), government entities, electoral candidates, independent expenditures, coalitions, and companies. These organizations include:
Sarah Kruger is a political strategist with a distinguished background in democratization. After earning a Master of Research in Political Science, Sarah taught at the Barcelona Institute of International Relations. She spent years living in both Spain and the Dominican Republic, allowing her to develop a deeper understanding of diverse cultures and experiences that have influenced her political and professional career.
Sarah joins NewPublica following her 2024 Minnesota House race for District 26A, a highly competitive, top-target race in the Winona area. As Chief of Staff at FairVote Minnesota, she managed a large team that was instrumental in advancing ranked-choice voting initiatives. Her impressive career also includes serving as Campaign Manager for Jeff Ettinger’s 2022 congressional campaign, running for the Minnesota Senate in District 26 in 2020, and co-founding a regional political action committee that raised significant funds to support campaigns across southern Minnesota.
Sarah is known for putting her words into meaningful action. As a native of Winona, Minnesota, she is passionate about creating positive change in the state that raised her. Sarah’s extensive leadership experience and proven track record in strategic campaign management make her a valuable addition to NewPublica’s leadership team.
Edwin Torres DeSantiago is a seasoned political strategist with over a decade of experience in electoral and issue campaigns at local, state, and national levels. Born in El Salvador and raised in Los Angeles, Edwin became the first in his family to earn a college degree. Known for building authentic relationships and alliances, Edwin has driven historic victories, serving as a key member of the leadership teams behind successful campaigns for prominent Minnesota figures like Governor Tim Walz and Lt. Governor Peggy Flanagan, Senator Tina Smith, and Senator Amy Klobuchar. Edwin brings public, nonprofit, and private sector experiences with an organizer mindset.
As Vice President of Public Affairs at NewPublica, Edwin shapes effective legislative and political initiatives. He holds a master’s degree in public policy from the Humphrey School of Public Affairs and will be the first undocumented immigrant and DACA recipient to pursue a Ph.D. there. He serves on several boards, including the College of Saint Benedict and Saint John’s University, COPAL MN, FairVote MN, and Good Trouble. Edwin lives in the western metro suburbs with his partner Ricardo and their two Shih Tzus, Snoopy and Mochi.
Expertise: Kat is a compassionate political engager who loves to connect with people and create solutions. She has a background in electoral organizing and community engagement. She has worked on three successful campaigns that helped win elections for Governor Tim Walz and Lt. Governor Peggy Flanagan, US Senator Tina Smith, and Attorney General Keith Ellison. In addition, she has experience working with international high school students with academic success. As a first-generation Hmong American, Kat is goal-oriented, has a drive for advocacy and authentic representation. She hopes to use her experience to bring light to stories that have historically been marginalized and continue to build bridges across communities. In her free time, she enjoys baking and spending time with her nieces and nephews.
Professional Work: Walz-Flanagan for Minnesota, Tina Smith for Minnesota, Amerigo Education, Keith Ellison for Minnesota Attorney General
Expertise: Ivan Torres is a dedicated Urban and Regional Planner passionate about design, land use, advocacy and inclusive practices. With a Master’s Degree in Urban and Regional Planning from the University of Minnesota Humphrey School of Public Affairs, and Bachelors Degrees in Environmental Design and Architecture, Ivan stands out as a professional who has tackled complex urban challenges while simultaneously integrating underrepresented communities in all stages of planning and development. His commitment to the betterment of infrastructure and community is exemplified through his meticulous work as a Foreman for Tor-Ver Hardscapes where he was in charge of designing landscapes, stakeholder relationships, compliance, and managing project budgets. In addition to his robust education and experiences, he is competent in various applications such as GIS applications, Adobe, Rhino 3D, Enscape 3D, STATA, and so much more. Throughout his career, Ivan has proven to be an expert capable of seeing the larger picture without missing key details.
Expertise: Sami is a political strategist, young professional and recent graduate of Macalester College, where he studied Political Science and Classical History. He has amassed multiple cycles of campaign experience at local, state, and national levels. He has managed, been in leadership, and chaired several successful local campaigns in Saint Paul, including Uriah Ward for School Board, John Choi for Ramsey County Attorney, and two of the recent historic Saint Paul City Council Campaigns. He has also served in numerous local and state leadership roles in the Minnesota Democratic-Farmer-Labor Party. Sami has gained policy experience interning in the Office of Congresswoman Betty McCollum focusing on human rights issues and foreign affairs, and in the Office of Mayor Melvin Carter working on communications. Sami has an interest both in campaign and official-side work in coalition building to bring people together around important issues. In his academic interests, Sami has pursued research in Lebanon, and is a published scholar in Lebanese constitutionalism and sectarianism. In addition to his astounding achievements, Sami is passionate about college access and sits on the Board of Directors for Breakthrough Twin Cities. In his free time, he enjoys cycling and traveling.
2909 Bryant Ave S, Suite 301
Minneapolis, MN 55408
612-729-5900
Expertise: Hamza is a results-oriented accounting professional with broad experience in a deadline‑driven environment. He has a proven track record in consistently and effectively delivering accounting services that enhance the company’s purpose and profitability. At NewPublica, Hamza demonstrates his experience in reconciliations, AP/AR, reporting, P&L analysis, and the management of general accounting functions.
Professional Work: Kaah Express, Jones Lang La Salle
Madeline is a multimedia graphic designer and illustrator who aims to create inclusive and accessible media. As a creative, she strives to produce designs that are not only visually appealing but also communicate messages effectively. She has experience working with clients from a variety of industries and specializes in layout design. Outside of work, she volunteers at rabbit rescues and enjoys crafting and gardening.
Expertise: Orion loves people and languages. He is fluent in English, Spanish, French, and German and knows words and phrases in multiple other languages. His unique ability to retain and understand languages is unmatched. At NewPublica, Orion helps review and edit articles for Latino Communications Network publications. He is focused, engaged, and loves working and collaborating with others!
Professional Work: Latino Economic Development Center (LEDC), Kaposia.
Expertise: Sandra determines the best course of action and seeks the best solutions for our client’s advertising needs by utilizing her solutions-oriented mindset and interpersonal communication skills. At NewPublica, she executes the purchases of advertisement spaces by understanding clients’ marketing goals and target audiences. She works hard to maintain relationships with a variety of publications to ensure our clients are able to receive the media space they need. Sandra is also in charge of keeping our Latino Communications Network, both online and printed publications, relevant, engaging, and fun.
Professional Work: Latino Communications Network, Pamela Coleman Office of Eurology, Justo Gonzalez Office of Eurology.
Expertise: Marian has over a decade of experience in event planning and managing events producing galas, conferences, festivals, and fashion shows both locally and internationally. She has managed large-scale events, including Taco Tour on Lake Street, Minneapolis Cinco de Mayo, and the Lake Street Festival, attracting thousands of participants. At NewPublica, Marian utilizes her experience in marketing to exceed client expectations of high-impact events execution and community engagement. She also manages the publication, distribution, and interpersonal communication within NewPrensa Media.
Professional Work: Utku LLC, Latino Communications Network, Gente de Minnesota
Expertise: Luis is a business and community leader with over fifteen years of experience in marketing and strategy in multiple global companies. He has worked in the U.S. and Latin America, creating strategic marketing plans and leading cross-functional teams for successful market introductions. Luis has experience in multiple industries, including manufacturing, food, food service, education, and financial services. He has a passion for talent development and building new team skills and capabilities. Luis has built strong relationships with multiple communities and has collaborated with numerous colleges and universities, schools, and non-profit organizations to create professional opportunities for people from various diverse communities. Luis leads the largest team at NewPublica, ensuring that collaboration, communication, and creativity are at the forefront of each project.
Professional Work: Cummins Engine, Ecolab, General Mills, Land O’Lakes, GE
Expertise: Carmen is a versatile leader and relationship builder with cross-functional, multicultural, and international experience in various industries, including technology, healthcare, financial services, manufacturing, government, and hospitality. She has corporate experience in engineering, marketing, operations management, and sales. Carmen has also worked in non-profit team leadership roles focusing on the advancement of communities of color. At NewPublica, her passion for making meaningful connections throughout the community not only shines through in her work but enhances the opportunities for current and future generations.
Professional Work: Xerox Corporation, Patrice & Associates Hospitality Recruiting
Expertise: Alberto is a leading authority on multicultural communications and marketing in Minnesota. As the CEO and co-founder of Latino Communications Network (LCN), now NewPublica, he produced the weekly Spanish newspaper La Prensa de Minnesota and the weekly Spanish publication Vida y Sabor. LCN also operated 24-hour Spanish radio stations 1400 and 1470 AM La Invasora between 2005 and 2013. Alberto is a seasoned expert on marketing to the Latino community and is a regular commentator in the Star Tribune, Pioneer Press, Minnesota Public Radio, and other Minnesota business media. Alberto was elected to the Minneapolis School Board in 2010, serving as chair from 2012 to 2014. He is the former board chair of Hiawatha Academies, served on the founding boards of KIPP Minnesota and Twin Cities Academy, and served on the board of the Minnesota Broadcasters Association and the advisory editorial board of Minnesota Business Magazine.
Professional Work: Radisson Hotels International, Ameriprise Financial, Wells Fargo Advisors, Latino Communications Network, Minnesota Senate
2909 Bryant Ave S, Suite 301
Minneapolis, MN 55408
612-729-5900