Ad Américas Re-Launched As Castells & Asociados.

The national Hispanic advertising agency Ad Américas LLC has reintroduced itself as Castells & Asociados Advertising. The name change symbolizes the agency’s re-positioning of itself, through which it has formalized its unique company culture and work product as “strategic, energetic and results-driven.” Castells & Asociados is now defined by a new tag line “Inspiration, Passion, Results;” a new address; new logo; new management structure; new account and a new strategic alliance.

With quadrupled billings since 1998, the agency’s image overhaul coincides with hitting the benchmark of $40mm in billings – a recognized industry threshold of maturity and stability. This level of financial success indicates a comprehensive depth of resources and layers of management to accommodate continued growth. A newly configured and beefed up senior management team consisting of multiple EVPs and SVPs will franchise the drive and vision of Castells & Asociados’ president, Liz Castells-Heard. Add to that, they recently won a new account, Charter Communications, and established an alliance with R&R Partners.

“In order to re-brand the agency, we invested the time and brain power needed to do it right. We utilized the unique analytical techniques and strategic processes we provide our clientsŠexcept that this time, we were the client! We researched how we were perceived in the industry and then tested the ways in which we could define our agency in a fun, yet accurate way,” states Castells-Heard. “With our re-positioning, we wanted to describe how our passionate company personality merges with our experience, professionalism and strategic thinking.”

The company’s self-description as the “high energy partner in your business” reflects Castells-Heard’s dynamic influence on the company. With a Stanford MBA and 22 years of experience with hundreds of brands at the agencies Conill Advertising/Saatchi & Saatchi, DDB/Needham and Valdes Zacky, as well as experience on the client side with Campbell’s Soup Co., Castells-Heard’s leadership has galvanized the senior management team and propelled Castells & Asociados toward consistent growth and success. The shop has won 16 out of 19 new business pitches.