Mr. Trujillo, 34, started his career at Nestle in his native Mexico, where he audited the company's marketing expenses. But his real interest was media. He did three-year stints as media manager of Nestle Mexico and then Kellogg Mexico before moving briefly to Domino's Pizza Mexico. He spent the last three years as media director of Cultura, a small Omnicom-backed Hispanic shop in Dallas.
Already had specialists
"MindShare understands the multicultural market is growing so much. ... They wanted someone to take ownership and leadership of the unit and take it to the next level," Mr. Trujillo said.
MindShare already had Hispanic and African-American specialists embedded in the general-market planning groups for different clients such as Unilever, Novartis, Wrigley, Sears and Kimberly-Clark, he said. Now Mr. Trujillo and a small team will work with them and also seek to increase other clients' multicultural business.
"Clients start asking, 'Do you think we should do something?"' he said. Some big MindShare clients, such as American Express, are barely in the U.S. Hispanic market.
Just a year ago, eight of the 13 largest buyers of Hispanic media --purchasing more than $50 million a year -- were full-service Hispanic ad agencies. Just five were media-only specialists. Now there are eight. In September 2006, WPP's Mediaedge:cia joined with Bravo Group, a WPP-owned Hispanic agency, to form MEC Bravo, run by Gonzalo del Fa, who had built a successful Mediaedge:cia operation in Argentina. In the same month, Publicis Groupe's ZenithOptimedia set up ZO Multicultural, headed by Ilia Leon, who was previously VP-managing director of a small WPP multicultural agency called MosaicaMD.
Mr. Trujillo said he already is involved in one Hispanic-only new-business pitch, until recently a rarity in the Hispanic market, where media assignments tend to move with the Latino creative shop or with the general-market media agency.
MindShare's multicultural unit is likely to generate about $100 million a year in billings, ranking it toward the bottom of the top 10 Hispanic media buyers. Hispanic accounts for about 75% of the multicultural unit's business and African-American work about 25%.