L-Avenue Launches In San Antonio.

New full-service ad agency L-Avenue is based in San Antonio. Agency director Carlos Jaramillo, originally from Colombia, will lead an experienced team of professionals in targeting the U.S. Hispanic market.

Jaramillo, who has over 23 years of experience in advertising, has worked for multinational agencies such as Leo Burnett, J. Walter Thompson and BBDO. During this time, he served a number of corporate clients in different industries such as Warner Lambert, Benetton, Kimberly Clark /Tecnoquimicas, Uniroyal-Michelin, DirecTV, Unilever/Varela S.A., Jack Daniel’s Whiskey and National City Corporation.

“In the past five years, the Hispanic population in the U.S. has changed as much or more than it had in the last 30 years,” said Jaramillo. “The community has gained legitimacy, and has been re-defined by more demanding consumers. They are aspirational, more educated, and hope to move up the social ladder in the United States. It presents a great opportunity for L-Avenue to develop the quality of communication this market deserves.”

Meximerica Media, publisher of the Spanish-language daily newspaper network Rumbo has chosen L-Avenue as its Hispanic advertising agency. Rumbo’s launch in Texas is being supported by an aggressive $2.7-million marketing campaign to attract readers. The campaign includes TV, radio, billboards, household and one-on-one sampling.

“When we started looking for agencies, we found that Meximerica and L-Avenue shared the same market vision,” said Giovanna Rueda, director of marketing and public relations for Meximerica Media. “Both companies believe there’s an increasing demand for quality Spanish-language communications and information to better serve the Hispanic community. We feel strongly about the agency’s direction and talent,” she added.