Relay Sports & Event Marketing Launch Hispanic Specialty.

Following its recent acquisition of two leading event marketing companies, Relay Sports and Event Marketing has made another aggressive move: the creation of a Hispanic marketing specialty area led by new hire Paul Stringer.

Stringer comes to Relay from CFA, Inc. where he led event marketing initiatives for Miller Brewing Company, including the launch of La Maquina Musical Miller Lite, the brewer’s most aggressive Hispanic initiative ever. Previously, Stringer managed Hispanic event marketing for Sears’ former Hispanic event agency, S.E.M.S.

“We are very excited about developing target-right programs for this important and growing market segment,” said Relay CEO Wally Hayward. “This is just a first step in building a strong capability in this area, but it illustrates our intense focus on continuously providing more for our clients.”

An affiliate of Starcom Mediavest Group and Bcom3, Relay announced earlier this year the acquisition of two lifestyle and event marketing companies, St. Louis-based J.C. Dolan & Associates and Italy’s Compass International. Headquartered in Chicago and St. Louis, Relay recently opened an office in New York City and is currently pursuing expansion opportunities in Miami, Mexico City and Shanghai.

Relay’s client list includes Allstate, Anheuser-Busch, U.S. Army, Better Homes & Gardens, Delta Airlines, Hallmark, LEGO, McDonald’s, MSN.IT, Nike, Nestle Purina PetCare and Sara Lee.