Hill & Knowlton expands Hispanic practice.

Hill & Knowlton USA announced an expansion of its diversity group dedicated specifically to helping leading brands effectively reach and engage with the U.S. Hispanic market. With Hispanics now the largest minority group in the U.S., this Hispanic marketing division will leverage its extensive experience and relationships with Hispanic influentials to enable clients to bridge ethnic and cultural boundaries.

“Today, culturally diverse segments are becoming dominant in many U.S. markets, and nowhere is this truer than with the Hispanic community,” said MaryLee Sachs, U.S. chairman, Hill & Knowlton. “In 2007, Hispanics spent more than $862 billion and their purchasing power is projected to reach as much as $1 trillion by 2010. To meet this need, H&K’s Hispanic marketing division will now offer bicoastal Hispanic teams focused on developing and implementing culturally appropriate, fully integrated, national and regional communications programs.”

H&K’s expansion in the East Coast will not only strengthen the agency’s Hispanic offering but allow existing and new clients to better reach this key market across the country. Claudia Mejía-Haffner, formerly at The Axis Agency, is joining H&K as vice president and head of the agency’s East Coast Hispanic marketing division. She will be based in New York and handle business development in the region while Eneida Talleda will lead the West Coast region out of Los Angeles.

“We are thrilled to welcome Claudia on board,” said Sachs. “Claudia has a deep understanding of the Hispanic market and excellent experience working for leading brands, assets that will help expand and enhance our Hispanic division.”