MediaCom & Wing Latino Form MediaComLatino.

MediaCom and WING Latino Group announced a new partnership to create MediaComLatino, a joint venture between the two companies that provides specialized, expert Hispanic media buying services. The partnership meshes WING Latino Group’s Hispanic marketing communications expertise with MediaCom’s proprietary media buying, measurement, and optimization tools and buying clout. MediaCom and WING Latino Group are partner companies of Grey Global Group.

MediaComLatino will be led by co-directors Jose Aybar, Vice President & Managing Director, WING Latino Group, and Maria Cueva, Vice President and Director of Joint Ventures, MediaCom. Jackie Bird, President and CEO of WING Latino Group, and Jon Mandel, Co-CEO and Chief Negotiating Officer of MediaCom, will serve as strategic and operational directors for MediaComLatino.

“MediaComLatino and our strategic buying approach is rooted in the reality of today’s media marketplace, one that demands greater emphasis on Hispanic consumers,” stated Ms. Bird. “The Hispanic population is too large to be considered a niche market any longer, and to target them – it requires media experts with a granular understanding of the language, Hispanic culture, and media interaction. MediaComLatino delivers this unique mix of general market media tools and Hispanic marketing expertise to effectively create efficient and successful media buys.”

“Our goal is to level the playing field. Hispanics currently represent 13% of the total U.S. population and $540 billion of consumer buying clout, but companies are investing less than 3.2% of their advertising budgets to target Hispanics, undeniably missing a huge opportunity,” said Mr. Mandel. “MediaComLatino will guide marketers through the burgeoning Hispanic marketplace, and use our proprietary media tools and internal experts who possess a deep understanding of the media habits, culture, and language of Hispanic consumers in order to lead advertisers in this new media environment.”