Ad Agency

Lopez Negrete Communications, Inc. has opened an East Coast office in New York City. The new East Coast office is located at 747 Third Avenue at the corner of 47th Avenue in Manhattan.

República announced the appointment of Milton Lebron as vice president, creative. Lebron, who originally joined República in 2008, returns after a 10-month stint at New York-based global digital agency, Roundarch Isobar. Lebron will report to President and Chief Creative Officer Luis Casamayor.

The new campaign strategy of “Has it All” depicts the personality of each region through stunning visuals and inspiring music.

Vilma replaces Gonzalo del Fa, who has been selected to lead GroupM Multicultural.  She will report to Marla Kaplowitz, CEO, MEC North America.

Profero has appointed Roberto Ramos as Managing Director for Latin America. In this position, Roberto will lead the agency’s expansion into the region.

WPP’s Wing has announced the appointment of Favio Ucedo as chief creative officer. 

Sensis added three new members to its Los Angeles leadership team: Lois Mosgrove, Michelle Lavin and Jose Castillo.

Dallas-based Hispanic branding agency Richards/Lerma announced that Salma Gottfried has joined the agency as director of brand management.

  This year, Alma DDB had the honors of not only taking home the title of “Agency of the Year,” but also winning two of the six categories awarded for two of its clients: State Farm, for the Multiethnic Interactive Media category and Tobacco Free Florida, for the Multiethnic Talent in Advertising category.

  Sensis won a contract from the South Coast Air Quality Management District (SCAQMD) to help raise awareness about the effect wood burning has on the region’s air quality.

  The ANA (Association of National Advertisers) and 4A’s announced new guidelines to help agencies and clients improve their productivity in the agency search process. 

VPE Public Relations announced that JustFab Inc. has retained VPE Public Relations for a national public relations campaign targeting Hispanic women that will launch in October.

  GlobalHue has been named multicultural agency of record for U.S. Bank.

Oscar, a new health insurance provider, has named New York-based The Vidal Partnership (TVP) as its agency of record for all their Hispanic marketing needs.

A Blip for Mainstream Giants, A Boon for Smart Nimble Hispanic Agencies

By: Liz Castells-Heard

In an incisive and thoughtful Ad Age article of 8/27, Judy Shapiro sounds the death knell for the agency business we’ve known for the last 50 years. The slowing economy and explosion of game-changing technology challenges the huge organizations that often ‘stifle innovation, imagination and initiative.  Such as the great American Dream goes, so goes Madison Avenue’.  

In RSW/US’ most recent Agency New Business Thought Leader Survey Report, 51% of agencies surveyed, rated their new business effort either “Effective” or “Highly Effective”. Numbers jumped to over 90% when “Somewhat Effective” was added to the answer pool.

Traditional agencies are being disintermediated as marketers increasingly turn inward for services, according to a new survey by the ANA (Association of National Advertisers). Fifty-eight percent of marketers currently utilize in-house agencies – a 16 percentage point increase from 2008.

No, no and no. Stop. Niet. Nein. Stay away! Don’t even think about it. Leave it to me! I do this for a living, seriously. It’s how I pay for my frijoles! Yankee go home!   What do you mean you are already at home because this is your country?

A disconnect between chief marketing officers (CMOs) and chief information officers (CIOs) threatens the ability of companies to deliver effective customer experiences, according to a new study by Accenture.

Changing the color of the price from black to red on an advertisement makes men think they are getting a bargain, according to research from the University of Oxford Said Business School.