What do Cristina Saralegui, Eugenio Derbez, Carmen Salinas and Roselyn Sanchez all have in Common?

A recent article in New York Magazine lists Morgan Freeman, Gene Hackman, George Clooney, Jeff Bridges and many other notables as the “voice” behind various commercial campaigns. The celebrities are unidentified. Their voices are often recognizable. So why is this pervasive form of advertising nearly non-existent in the US Hispanic market? One talent agency is betting that Spanish speaking celebrities haven’t been utilized, because to date, there’s been no organized marketplace for advertisers and others to see, hear, and learn about their alternatives.

Effective September 2010, The Goldberg Agency, LLC is launching what by all accounts, is the first, Latin celebrity, voiceover division – TGA Voice. TGA Voice offers buyers a unique opportunity to find and secure the voice that compliments their brand. Visitors to their website (www.tga-voice.com) will also learn about the relevance of each celebrity to the Hispanic market. Cristina Saralegui is often called “The Latin Oprah Winfrey.” Eugenio Derbez is considered the most popular comedian in the Spanish speaking world. Carmen Salinas has been referred to as “A Voice of the Mexican People.” The roughly twenty other celebrities featured each hold unique relevance to Latinos, both here and abroad.

Mr. Goldberg comments, “I’m excited by the potential of this venture, and by the compelling Latin talent we are fortunate to have join. We actually brought each celebrity into recording studios around North America to have them read for a demonstration reel. It was a thrill to hear them express themselves in ways that will resonate with the buying community.” He adds, “The platform is there and ready. We know the buyers. Many of them we’ve worked with in the past. We’re going to reach out to them, and hope that they’ll choose to take advantage of this new resource. We’ll be speaking to advertisers, but also to others who may benefit from a Latin celebrity voicing their project. Now there is a simple way for them to do it.”