The winners of the first Pioneros award will be honored in a testimonial campaign in 2006 to demonstrate how marketers and agencies are using Hispanic online advertising effectively and growing that market.
Interactive ad spending is growing rapidly in the Hispanic market but totaled only about $60 million
Four of the Pioneros are from full-service Hispanic ad agencies, one is from a multicultural media-buying shop, and three started their own Hispanic interactive agencies. One is a marketer, and one runs a Hispanic Web site.
The honorees are:
- Eugenio Bryan, HispanicAd
- Alberto Ferrer, Vidal Partnership
- Anne Howard, La Agencia de Orci
- Jorge Mercado, Accentmarketing
- Gilbert Monge, Century21
- Debra Nason, Bromley Interlink
- John Santiago, Media 8
- Marla Skiko, Tapestry IP
- Paul Suskey, Media 8
- Lee Vann, Captura Group
“We wanted innovators, strategic and creative thinkers, and people who at times had to take risks,” said Liz Sarachek Blacker, senior VP-media at One Economy who chaired the IAB’s Los Pioneros subcommittee. “We used the same criteria to evaluate all the candidates nominated.”
One of those selected from about 300 nominations for 50 different people was Gilbert Monge, director of interactive marketing at Century 21, where
His team also produced a Web site for Hispanic Heritage Month in September highlighting the cultural contributions and achievements of Hispanics.
Marla Skiko was promoted in July 2005 to VP-director of digital innovation at Publicis Groupe’s
“We know the [multicultural] consumer segment,” she said. “We’ll do VOD, mobile and more broadband.”
In one project that integrated online and offline media, Tapestry IP worked with Spanish-language TV network Univision to create a mini-telenovela for Procter & Gamble Co.’s Secret body spray. Five one-minute episodes aired during commercial breaks in a popular Univision novela this fall, but they could also be viewed on Univision’s Web site, where there were more photographs and information about the characters from "El Secreto de Jazmin," just as with a real Univision telenovela.
“We’ll try and do more things like that, with a couple other P&G brands,” Ms. Skiko said. “The next one will probably be in mid-January.”
Alberto Ferrer is building one of the largest digital media departments at a Hispanic agency as VP-director of direct
Mr. Ferrer has a background as both a marketer and a direct marketing and digital expert in the general market. At AT&T, he managed acquisition and retention efforts for U.S. Hispanic customers, then worked at WPP Group's J. Walter Thompson Direct on Kodak and Wunderman, leading the Dell Computer business, and at Citibank for the Latin America market. He created an interactive marketing department at Wunderman.
Jorge Mercado, digital marketing manager & media supervisor at Interpublic Group of Cos.' Accentmarketing
“The Internet fills a void,” Mr. Mercado said. “They feel comfortable in English or don’t consume Hispanic media, but they’re on sites like terra.com checking out music or researching Hispanic celebrities.”
Debra Nason, VP-managing director, Bromley Interlink, the online unit of the largest U.S. Hispanic agency, Publicis Groupe’s Bromley
She joined WPP Group’s Bravo Group to develop an interactive unit, Bravo 2.1, to do integrated online work for clients including Sears, Visa, The New York Times and AT&T Wireless. She joined Bromley in January.
Eugenio “Gene” Bryan is the CEO of HispanicAd.com, a 6-year-old Web site for the U.S. Hispanic
One of the most recognizable figures in the U.S. Hispanic media industry, Mr. Bryan is a familiar face at most Hispanic conferences and events.
John Santiago and Paul Suskey co-CEOS of Media 8 Digital Solutions, Miami, founded their
“A trend we’ve seen lately is a significant amount of investment in development,” he said. “Before it was just campaigns, but now they’re adding customer service in Spanish, and building Hispanic portals that before were just English or very little Spanish.”
Lee Vann started Hispanic online solutions firm Captura Group, San Diego, in 1999. At Captura,
“This is the starting point for Hispanics to find government sites, and to send them to various agencies,” Mr. Vann said. “About 25% to 30% of government sites have Spanish, which puts the government ahead of the corporate world.”