About Third Culture Solutions

Third Culture Solutions is a multicultural influencer marketing agency based in New York City. We are dedicated to connecting brands with diaspora audiences through innovative strategies, with a special focus on South Asian, East Asian, and African communities in North America.

While many brands aspire to engage specific diaspora communities through social media marketing, few agencies possess the cultural expertise needed to help them do so authentically and effectively. We bridge this gap by combining deep cultural insight with rigorous data analysis and a thoughtful influencer selection process. The result is tailored, culturally focused campaigns that resonate with diverse audiences and drive meaningful impact for the brands we work with.

A brightly illuminated multi-story building features numerous colorful signs and advertisements in various languages, including large McDonald's logos and signage for hotels and other businesses.

Our Values

Culture First

Our strategy begins with a deep understanding and respect for the cultures of the communities we serve, guiding every decision we make when designing campaigns.

Global Mindset

We operate with a truly international perspective, with a deep commitment to global thinking and cultural connection. Perspectives from both the host land and homeland for multiple communities inform our work.

While artistic understanding and logical evaluation are often proposed as opposites, we believe in marrying the two together in all of our duties, ensuring we produce results that are both innovative and analytically robust.

Creativity + Analysis

A colorful outdoor advertisement features animated characters, including cowboys, astronauts, and various toys. The sign is decorated with vibrant graphics, and there are lush green plants and a walkway near it.

Wooden Scrabble tiles spell out the words 'INTERNET MARKETING' on a textured wooden surface.

Our Mission

Third Culture Solutions exists to bridge the cultural and geographic gap between cultural products and diaspora communities. Additionally, through engaging with multiple diasporic communities we remain connected to the pulse of global culture, empowering us to take insights or strategies from one cultural sphere and reimagine them for others.

Our goal is to become the go-to resource for companies looking to reach specific ethnic communities via social media.

Our Story

The idea for our agency was born from a simple but persistent challenge: foreign brands struggle to effectively reach their diaspora audiences.

While working on the overseas marketing division of a large corporation in India, our founder noticed a disconnect: Indian marketing agencies lacked the ability to engage with audiences and creators overseas, while American agencies didn’t fully grasp the cultural nuances of South Asian consumers. This gap wasn’t unique to India—across industries, foreign companies were selling products to their diaspora communities but weren’t leveraging the power of social media and diaspora creators to market them.

At the same time, diaspora influencers were already talking about some of these products organically, but without a clear bridge between brands and creators, the potential for authentic, impactful marketing was being lost.

We set out to change that. Our agency was built to connect companies with products relevant to specific communities with the creators who know those communities best, building campaigns that are culturally informed, authentically engaging, and globally resonant.

Meet Our Founder

Owen C. Tynes is a marketing professional with a deep interest in global cultures. He has language skills in English, Spanish, Chinese (Mandarin), and Hindi, having spent his adult years living in three different continents.

He graduated from NYU with a B.A. in Economics before completing an M.A. in Global Analysis & Data Science. His master's thesis, "Why Are So Many Punjabi Rappers Canadian? How Cultural Exchange and Globalization Created Punjabi Rap and Reggaeton", examines migration patterns, immigrant sociology, and pop culture movements to explore how global flows can lead to the creation of new cultural products within diaspora communities—often in ways that follow recognizable patterns. The insights from this research inspired him to create Third Culture Solutions as a culturally focused organization designed to work across multiple communities, applying lessons learned from one group to better understand and even anticipate trends in others.