Directo Hispano now Freydell+Torres Diversity.

“Freydell+Torres Diversity is here to fulfill this new role, with an expanded digital offering,” said owner-partner Humberto Freydell in announcing the agency’s evolution.

Directo Hispano Inc. was founded in 2004, by Humberto Freydell and Carlos F. Torres, to help brand advertising agencies bring direct response advertising to Hispanic audiences. The evolution into Freydell+Torres Diversity responds to changes in the nation as a whole and the marketplace in particular that demand a new model.

According to Freydell, “Technology has made it both simpler and far more complex for marketers to start a conversation with today’s multicultural consumer. Reaching them with a targeted message is simpler because we know WHO they are, WHAT they are doing and — with increased precision — WHERE they are at a particular point in time. On the other hand, effecting behavior has become more complex because consumers are smarter and quicker to react to an advertising message. With our group of current clients, we have been able to effectively reach multicultural consumers through our new digital media offerings”.

“From a digital standpoint, we are also making headway in the social networking arena,” says owner-partner Carlos F. Torres. “Phenomena like Facebook and other social utilities empower consumers like never before — making them actor, director and audience; they are both users and generators of content. This alters fundamentally the way they are reached; the tone of the conversation. Layers are multiple, as are textures and shades. Success lies in the ability to develop the right combination of choices, content and technologies to target consumers and start the engagement process”.

Torres added that Freydell+Torres Diversity is a one stop-shop for client partners to reach the diverse markets, offering the full range of agency services: account planning, media, creative and production. During these challenging economic times, this streamlined offering means efficiencies for clients.

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