WingLatino rebrands as Wing.

Alain Groenendaal, CEO of Wing, announced the agency has rebranded as Wing.

A WPP agency known for its campaigns for clients such as P&G and Goya, the agency is introducing a new name, logo and website to more accurately reflect the growing influence of U.S. Hispanics.

“We’re rethinking what it means to be an agency in the Latino space”, said Groenendaal. “As the multicultural market increasingly becomes the general market, we wanted to better capture the spirit and essence of Wing and our commitment to delivering bold, inventive ideas that help our client partners move their businesses forward.”

The new logo, with its bold colors, simple typeface, curve and open strokes, matches the agency’s future-focused approach. The “ing” in Wing also references the idea of the agency’s name as a verb—reflecting the more active, progressive role it wants to lead within the industry. In its 30th year, Wing also introduces “the joy of invention,” a new philosophy that speaks to its work as more diverse, innovative and inspiring.

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