Ms. Sanchez, 37, is switching from a full-service Hispanic ad agency to a media-buying shop at a time when media agencies are aggressively chipping away the media buying from the full-service agencies that still dominate Hispanic media buying.
Ms. Sanchez joins Tapestry on June 26, and will work on existing and new business. Tapestry is 100% owned by Publicis Groupe, and owes much of its size and clout to handling the Hispanic-media billings for marketers who work with Starcom, MediaVest and GM Planworks, which handles General Motors Corp., the second-largest advertiser in the Hispanic market, and some of the media business for Publicis-owned Hispanic creative agencies.
$382 million in billings
Tapestry had 2005 billings of $382 million, at least double the size of the next-largest shop, according to Advertising Age's ranking of Hispanic media buyers. Ms. Sanchez's former agency, Bravo, is the fifth-largest media buyer, with estimated 2005 billings of $140 million.
Ms. Sanchez's job change comes just a month after Lisa Contreras-Torres moved to MPG Diversity from Carat USA, where she was VP-head of multicultural services. At Havas-owned MPG Diversity, she will lead MPG's multicultural media effort.