IAB to honor pioneers in online media

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The Interactive Advertising Bureau will name 10 online Pioneros, or industry pioneers, this week in an effort to promote Hispanic online media. The Pioneros will be honored in a testimonial campaign in 2006 to demonstrate how marketers are using Hispanic online advertising effectively. Interactive-ad spending is growing rapidly in the Hispanic market but totaled only about $60 million this year, according to industry estimates.

Four of the Pioneros are from full-service Hispanic ad agen cies, one is from a multicultural-media-buying shop and three started their own Hispanic interactive agencies. One is a marketer, and the other runs a Hispanic Web site.

The sole marketer among the Pioneros is Gilbert Monge, director of interactive marketing at Century 21, where he developed the real-estate company's Spanish-language Web site, Century21espanol.com, and oversees award-winning online ads created by the Vidal Partnership.

The four Pioneros from leading Hispanic ad agencies are Alberto Ferrer, VP, the Vidal Partnership, New York; Anne Howard, director of online services, La Agencia de Orci, Los Angeles; Jorge Mercado, digital-marketing manager and media supervisor, Accentmarketing, Miami; and Debra Nason, managing director, Bromley Interlink, San Antonio. Marla Skiko, VP-director of digital innovation at multicultural-media agency Tapestry, Chicago, was also named.

Three online entrepreneurs who started their own Hispanic interactive solutions agencies are Pioneros: John Santiago and Paul Suskey, co-CEOs of Media 8, Miami; and Lee Vann, president, Captura Group, San Diego. Another Web entrepreneur, Eugenio "Gene" Bryan, CEO of HispanicAd.com, was also named.

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