Puntorojo Launches.

Puntorojo Communications, a newly formed venture based in Los Angeles, California, brings to life a concept long forgotten by general market agencies: The creation of their own Hispanic division.

Dedicated to serving those advertising agencies who are ready to tap into the Latin market and grow their clients’ businesses, Puntorojo is a team of experienced individuals who truly believe that one brand has to have one voice and one voice only.

“The way we work is very simple,” said Luis Martinez, principal of Puntorojo Communications and a pioneer of Hispanic marketing with over 25 years of experience in this market. “When we service an “Anglo” agency on a project, we become attached to their teams as an extension of their services, always making sure that the work aimed at the Hispanic market is done in collaboration and under the brand’s guidelines.”

The benefits? No splitting of budgets, no contradictory advice to clients, elimination of overhead, politics, and ultimately, seamless work that looks and feels like if it were created under one roof.

“Puntorojo’s process and end product are seamless and integrated. They worked ‘behind the scenes’ with us as a true extension of the agency. At the same time, they took great pains to make sure their work was true to the Client’s brand. On top of all that, their customer service ethic is laudatory. They’ll do just about anything to exceed expectations”, said Pat Doody, President of WONGDOODY, an award-winning agency with offices in Seattle and Los Angeles.

“From a creative standpoint, we don’t justify our existence by milking Hispanic stereotypes. And we don’t tell a brand that their general market campaign doesn’t work for Hispanics if it really does. We take a look at the general strategy, and we make sure that the brief is culturally relevant, not by focusing on what separates the Latino market from the general market, but on the common denominators that unite them. It’s all about content, not context,” said German Libenson, creative director and principal of Puntorojo Communications.

The first assignment tackled by Puntorojo Communications was the launch of the new non-stop service from Los Angeles to Mexico City for Alaska Airlines. WONGDOODY, their general market agency, hired Puntorojo to work together in the process, which consisted of print, direct mail, outdoor and radio, plus a public relations component. The advertising targeted primarily first and second generation Hispanics, and there was also a bilingual effort aimed at the third generation. The Hispanic campaign accomplished two major things: 1. Communicated that you could fly directly to Mexico City with really low fares, and 2. Alaska’s 15 years of service to 9 destinations in Mexico.