RSA Films has launched a bicultural Latin commercials division called La Division, which is led by Ed Rivero, an experienced producer in both the Hispanic and general markets. According to Rivero, he joined RSA four years ago with the intention to bring international talent to the States—an admittedly tough market to break into—under the umbrella of a larger company. However, "The whole point was never just to do Hispanic," he says. "I came from general market, and I thought that Hispanic was a great niche, and because I'm Latin and speak different languages it was just natural for me to do that. The idea was to bring talent, who happen to be Latin, but they also happen to be the best directors, period." Among those directors are Angel Gracia, Arturo Pereyra, Augusto Gimenez Zapiola, Felix Fernandez de Castro, Jesus M. Rodriguez, Karina Taira, Magaby Garcia, Simon Bross and Doble Nelson. Rivero served as producer of An Argentine in New York, one of Argentina's highest-grossing films of all time, and helped to launch M&Ms, Starburst and Uncle Ben in the U.S. Hispanic and Latin American markets.