Two Multicultural Agencies Restructure Amid Personnel Moves

GlobalHue Staffs up After Shakeup and Del Rivero Messianu DDB Rebrands Shop

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NEW YORK ( -- In major restructuring by two U.S. multicultural agencies, the entire management team of GlobalHue's Hispanic division is being replaced, and Del Rivero Messianu DDB is re-launching as Alma DDB following the retirement of co-founder Eduardo del Rivero.
Tony Hidalgo was named senior VP-executive creative director at GlobalHue.
Tony Hidalgo was named senior VP-executive creative director at GlobalHue.

Last month the top five executives left the Hispanic division of GlobalHue, Southfield, Mich. GlobalHue, formerly partly owned by Interpublic Group of Cos. but now an independent African-American-owned agency, is the largest U.S. multicultural shop. The agency announced last week that Mexican creative Tony Hidalgo is moving from Mexico City to become senior VP-executive creative director. Mr. Hidalgo, 39, worked briefly in the U.S. Hispanic market in 2004 as the short-lived chief creative officer of the Vidal Partnership, New York.

GlobalHue exodus
The exodus from GlobalHue started in early August when New York-based Christopher Campos, exec VP-director of client services and the most senior Hispanic-division executive, departed along with Ricardo Trejo, VP-creative director, and Creative Director Mark Gonzalez. A few weeks later, Marco Castro, account operations manager, left, followed by Zulema Arroyo, group account director.

Mr. Hidalgo said he'll be in New York next week to meet his new colleagues and clients. GlobalHue has just hired Nelson Garcia as senior VP-executive media planner and buyer, from a small Hispanic agency called Latinvox, and promoted account exec Liz Silvi to senior VP of accounts.

GlobalHue handles Hispanic and African-American advertising for Verizon and Chrysler, and last week joined the list of agencies working on the U.S. Census Bureau's account for the 2010 census campaign.

"Over the last six months we've been quietly recruiting executive level talent," said a GlobalHue spokeswoman. "The [departures] were all for different reasons, some resignations and some we've let go."

Messianu becomes president
Separately, at Del Rivero Messianu DDB, Miami, co-founder and Chief Creative Officer Luis Miguel Messianu is adding the title of president with the immediate retirement of Mr. del Rivero, 62, the partner he started the agency with in 1994. The partners sold their agency to DDB twice, buying it back in 1998 after two years, then selling DDB a majority stake in 2001. The agency is being re-named Alma DDB, using the Spanish word for "soul."

"We were looking for a name that captures the personality of the agency, and the word works in both English and Spanish," Mr. Messianu said. "The agency has been an alma mater for many who are running agencies or started agencies, and for me that's important. It's not just about creating an agency, but we have to create an industry."
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