Ad Agency

Miami-based public relations firm RockOrange has been selected as the agency of record to lead public relations efforts for rum producer Botran Rums.

San Diego based Gutierrez Brand Group, (GBG) is adding new staff to serve both existing and new clients in need of Total Market advertising and marketing.

The National Pork Board has selected República as its national multicultural marketing agency of record.  The farmer-funded non-profit commodity organization based in Des Moines, Iowa, is tasked with generating added value to the U.S. pork industry and increasing per capita pork expenditures.

A new group within the agency – Team Unilever Shopper – will provide Unilever with customized Shopper Marketing solutions comprised of resources from multiple WPP companies and associates, which include: Barrows, Bravo, Geometry Global, Kantar Retail, Lunchbox, Mindshare, Rockfish, Shopper2Buyer and TNS Global.

Catapult announced the formation of a new business unit, Catapult Vista, dedicated specifically to developing and integrating multicultural capabilities for Catapult clients.

In 1994, Luis Miguel Messianu had the vision to create a multicultural advertising agency that would modernize Hispanic marketing, infusing deep and insightful knowledge of the ever evolving target audience to develop a culture-centric creative model. On February 8, twenty years after first opening its doors, what is now Alma celebrated two decades of accomplishments and evolution that have taken it from a start-up operation to a position as one of the leading multicultural marketing agencies in the United States.

Bromley will create a branding campaign for both brands and develop specialized communications tools to assist franchisees with their in-country marketing efforts.

After a multi-agency review, d expósito & Partners has been named as the U.S. agency of record for the total market for TAJÍN International Corp., the market leader in the category of fruit and vegetable seasonings in Mexico and the United States. The agency will provide services for all assignments in the general and Hispanic markets.

Richards/Lerma has extended its Latin American operations to Buenos Aires, Argentina, and grown its creative services operations.

Cohn & Wolfe announced it has been named Hispanic PR agency of record for automotive manufacturer Nissan North America following a competitive bid process.  The agency will help advance consumer awareness and preference for the Nissan brand across the United States.

SapientNitro, part of Sapient, announced its acquisition of La Comunidad, a creative agency renowned for award-winning, engaging campaigns that consistently break boundaries in cross-cultural marketing.

LAPIZ announced the hire of Diego Figueroa as SVP, Strategy and Participation Director. With a keen understanding of the General Market and Multicultural planning, Figueroa will oversee the agency’s Strategy department, which encompasses brand strategy, consumer engagement, research and shopper marketing.

Dieste Inc. has hired Gustavo “Zeta” Zapata to head the Art Direction Team, officially starting on January 2. He will work across all the agency’s current clients.

LatinWorks relationship with Chevy will be coming to an end as McCann’s Casanova Pendrill will assume multicultural creative campaign development responsibilities.

Pinta, a full-service agency reinventing the art of cross-cultural marketing, officially opens its doors today.  Spun off from the U.S. operations of JeffreyGroup.  The new agency adds capabilities, executive talent and new offices in a dramatic departure from its PR-agency origins. 

Latin3 named Talia Leon-Villanueva as its new Senior Account Manager for its Miami office.  Talia joins the company to lead marketing and advertising plans specifically focused on the Hispanic market.

Dallas Pets Alive! (DPA), a non-profit organization focused on promoting and providing the resources, education and programs needed to eliminate the killing of companion animals, has selected creative agency Dieste, Inc. to develop and launch its first media campaign.

To make sure Toyota continues to address the needs of the new marketplace, the manufacturer will adopt a more cohesive marketing approach to paid, earned and owned media by placing previously separate agencies into a total market model, called Total Toyota or T2. 

Tustin-based alPunto Advertising has partnered with the Coast Colleges District, which oversees three colleges and 5 campuses in Orange County, California to study better and more effective ways of attracting Latinos to college, plus ways to make it easier for Latinos to decide to attend college.

US Hispanic focused Public Relations agency The JeffreyGroup will expand its offering to include advertising and marketing disciplines and re-brand itself as an Ad Agency in 2014.