Lopito, Ileana & Howie Launch Azafrán In NYC.
August 6, 2005
Lopito, Ileana & Howie (LIH), Puerto Rico’s largest ad agency with billings of $120 million, announced the launch of Azafrán, a new division serving global marketers looking to target the U.S. Hispanic.
Heading the new agency, headquartered in New York City, will be Jaime Fortuño, Managing Partner and Alicia De Armas, Account Management Director. Full service account management and media buying services is being provided out of New York, creative services are being managed in partnership with Azafrán’s parent, LIH.
“We view ourselves as a bridge between Hispanic cultures and American ways,” said Fortuño. “With Puerto Rico being the 4th largest Hispanic market in the U.S., and with our in-depth activities for Puerto Rico tourism in the States, we are already very knowledgeable and familiar with the U.S. marketplace. This is in sharp contrast to start-up agencies from other Spanish-speaking countries that are first becoming acquainted with the U.S. Hispanic market.”
“We believe that the dramatic growth of the U.S. Hispanic market and the intense interest shown by major consumer marketers is still in its early stages,” continued Fortuño. “The Hispanic demographic is a highly diverse group made up of recently arrived immigrants from a variety of countries as well as second and third generations of Hispanic-Americans. Simply reaching out to them in Spanish is no longer the only answer. It takes a special agency to understand this dynamic market in all its complexity.”
Carlos Pepe Rodriguez, chairman and president, LIH holding and general manager for LIH stated, “we have been observing the development of the U.S. Hispanic marketplace for some time. With the Hispanic market currently outpacing all other sectors of advertising growth, we believe that now is the ideal time to bring into the market our passion for creativity and experience with top national brands. In Jaime and Alicia we have assigned our best and brightest. We fully expect to open additional offices around the U.S. based on market demand.”
