Ornelas back in Hispanic Agency World.

Victor Ornelas, founder of Ornelas & Associates, has joined forces with Matador Marketing Group in Fort Worth, Texas, it was announced by Luis Caballero, president of Matador. The alliance reunites Ornelas and Caballero 18 years after Caballero launched his career as an intern at the renowned Dallas agency.

“We have recruited one of the industry’s champion matadors,” said Caballero. “Victor is a mentor, coach, sage and dynamo for our firm as we seek to engage national clients interested in tapping the fast-growing Latino marketplace in a more meaningful and profitable way.”

“Like my former agency, Matador is a maverick brand that is not shackled by the constraints of holding company ownership,” said Ornelas. “It’s a spirited, independent shop with the expertise, sound strategies and operating efficiencies to do what other Latino agencies can’t.”

“There is a gaping void in the strategies used to effectively engage Latino consumers,” said Caballero. “Typically, many brand marketers and their multicultural agencies mirror the traditional advertising campaigns and strategies. Matador employs a sharply focused philosophy that is media agnostic, culturally relevant and engaging in a personal way that a mass advertising approach, alone, cannot duplicate.”

“Field marketing has long been considered an ugly step sister to the more glamorous 30-second television spot or spread print ad,” said Caballero. “We believe that the marriage of field marketing-based strategies and keen cultural insights will yield better results for marketers. In my experience many initiatives that became national campaigns were created, tested and incubated in the field. By the time mass advertising was used to support the initiative we already had momentum and traction to ensure success.”