Euro RSCG Latino Launches.

Euro RSCG Worldwide announced that it has created a new integrated full-service agency: Euro RSCG Latino. The new agency will serve the growing Latino consumer market in the U.S., while
continuing to provide creative counsel for global clients doing business in Latin America.

The new organization is the product of a partnership between Euro RSCG MVBMS Partners, based in New York, and Euro RSCG Tatham Partners, based in Chicago. Clients include MCI, Walgreen’s, Fleet Pharmaceuticals, Polaroid, Yahoo! En Español, and Partnership for a Drug-Free America.

The formation of Euro RSCG Latino is further supported by the agency’s upcoming study of U.S. Latinos. The study, to be released this month, reveals a large cohort united by the Spanish language and some universal Latin commonalities, but too diverse to be treated as an easy one-stop demographic.

“The transformation of our entire Latino offering into Euro RSCG Latino is a natural evolution of Euro RSCG’s ‘Power of One’ strategy,” said Bob Schmetterer, Chairman and CEO of Euro RSCG Worldwide. “The new agency’s services, integrated across borders and languages, will allow us to greatly build on our ability to deliver world-class thinking and Creative Business Ideas(R) for our clients.”

“Euro RSCG Latino will offer a truly unique perspective on the diverse U.S. Latino market,” commented Douglas Patricio, Managing Director of Euro RSCG Latino. “We focus on the common language and values-rather than differences-among the many Latino cultures we serve. While we are sensitive to cultural diversity, we believe that an approach which combines global Latino values with regional nuances and local relevance is the most effective way to serve our clients in this ever-changing market.”

Patricio will also dedicate part of his time to managing Euro RSCG Latino’s operations in Puerto Rico and Mexico. Eliud Kauffman, formerly with Euro RSCG MVBMS and Euro RSCG Tatham Partners, will serve as Euro RSCG Latino’s Account Director, and Rocky Pina will lead the creative team as Creative Director. He will also continue to serve as a Partner at Euro RSCG MVBMS Partners. Verena Sisa, formerly Head of Planning at CraveroLanis Euro RSCG in Argentina, will move to New York to manage Euro RSCG Latino’s Strategic Planning group.