ADN Communications launches holistic Hispanic Market approach.

ADN, Spanish for DNA, launches with to respond to Hispanic advertisers’ need for delivery of a unified brand message across multiple communication platforms combined with an increased level of accountability.

ADN will be the successor of Echovant, a five-year-old marketing services firm specializing in multicultural below-the-line communications. ADN will be led by15-year Hispanic marketing veterans José López-Varela as Chief Executive Officer, and Alex Cornelio as Chief Operating Officer. Most recently López-Varela served as Managing Director of abecé, the Hispanic division of IPG-owned Hill, Holliday, and current serves as Vice Chairman of the Association of Hispanic Advertising Agencies (AHAA). Cornelio’s track record includes leadership roles at Digitas, Bates Worldwide and Zubi Advertising. He most recently served as President and CEO of Echovant.

“Effective Hispanic communications is based on great insights. This means understanding what makes a particular group of individuals think, feel and act a certain way,” said López-Varela. “We wanted our company name to reflect our commitment and deep knowledge of the Hispanic consumer.”

“The notion of the one-dimensional agency has been dead for a long time in the general market and the same applies to the Hispanic market,” said Cornelio. “ADN’s formula allows us to effectively combine the reach and magnitude of traditional advertising, with the immediacy and accountability that a growing number of clients are demanding of their marketing investment.”