Omnicom said the intent is to improve the approach to Hispanic media planning and to improve opportunities for multicultural marketers.
OMD is one of Omnicom's media services agencies. Executives responsible for media buying from OMD and Del Rivero Messianu DDB, an Hispanic agency that's also part of Omnicom, will make up OMD Latino's 12-person staff. The media agency will be based in New York and Miami
Serena Duff was named director of Hispanic media for OMD Latino. She reports to Jill Botway, managing director of OMD East, and will continue as director of strategy at OMD East. Ana Crandell becomes media director of OMD Latino; she held the same role at Del Rivero. Jeanette Millan was named director of broadcast. She had been media supervisor at WPP Group's Mosaica, Miami.
OMD is a unit of Omnicom Media Group. Del Rivero Messianu became part of Omnicom network DDB Worldwide in 2001.