Paco Olavarrieta and Javier Escobedo Form Ole

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NEW YORK ( -- One of the most-awarded U.S. Hispanic creative directors, Paco Olavarrieta, is opening an Hispanic agency in New York called OLE with Javier Escobedo, a former international marketer who worked most recently at Univision Online.

Mr. Olavarrieta, 42, was chief creative director at Vidal Partnership, New York, for the last three years. Mr. Escobedo, 37, started his career at Procter & Gamble Co., where he launched Pantene shampoo in Latin America, then moved to Microsoft Corp. as international planning director for the consumer division. He was most recently vice president of marketing at Univision's online division.

Combining their names
Deciding that as an agency name Olavarrieta Escobedo would be virtually unpronounceable, the new partners instead combined their initials to form the word ole.

"Ole is an expression we use [in Spanish] when we see something very well done, with energy and enthusiasm and passion, like at a bullfight, or a winning soccer team," Mr. Olavarrieta said. "We want the client to say 'Ole' after seeing our work."

Mexican toy import
OLE's first project could break new ground in introducing products aimed solely at the 13% of the U.S. population that is Latino. Toy retailers will decide this month whether to stock a Mexican board game called "Adal Ramones en Inguesulandia," a cross between Trivial Pursuit and Pictionary, that was the best-selling toy in Mexico last Christmas, Mr. Escobedo said.

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