McCann Launches Integra – Hispanic Direct Marketing Agency.

Integra Relationship Marketing begins operations with proprietary Hispanic targeting, segmentation and database tools that ensure a specialized, multi-cultural, data mining and relationship marketing service for a broad range of advertisers.

Integra Relationship Marketing is believed to be the first Hispanic agency start-up dedicated to relationship marketing in what is expected to become a rapidly expanding CRM practice area.

“Integra is well positioned to tap into this huge market-driven opportunity, by employing an approach unlike any other and developing one-to-one relationships with Hispanic consumers,” explains Steve Longley, Integra president and former COO of McCann-Erickson Mexico.

“Integra uses innovative predictive modeling that draws on the largest general and Hispanic database in the United States to create a true three-dimensional understanding of Hispanic consumer behavior.”

“We are committed to identifying the Hispanic population on an individual level and to create a rich and culturally relevant dialogue with its members,” explains Longley. “This influential market demands unique and deliberate attention to zero in on their impressive purchasing power.” Integra’s direct marketing and CRM solutions will provide an in-language environment in which Hispanics have time to read and fully understand the broad scope of marketing opportunities available.

Integra is led by a core group of Hispanic marketing thought leaders with national and international brand experience and established roles in diversity leadership. The tri-lingual (Spanish, Portuguese, English) shop will target growth industries in the Hispanic market, such as financial services, telecommunications, pharmaceutical, automotive and entertainment, as well as consumer products. Working closely with Gillespie, also located in Princeton, N.J., Integra Relationship Marketing is the only group of its kind to possess this breadth of data mining access to Hispanic data. Integra will also draw on the resources of MRM Partners, one of the world’s largest relationship marketing networks.

“We are thrilled to assist Integra,” explains Gillespie CEO, Richard Gillespie. “Their multi-cultural capabilities and experienced team bring fresh insight and a new level of sophistication to Hispanic marketing.” Gillespie, one of the largest integrated marketing agencies on the East Coast, has billings over $240 million, 170 employees and manages one of the world’s most comprehensive databases with advanced data mining capabilities.