Hispanic ad agency group takes 1st steps

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Thirty-two of the U.S.' largest Hispanic-oriented agencies are on their way to incorporating the first Hispanic ad association.

Following a conference call late last month among eight ad hoc committee members of the new Association of Hispanic Advertising Agencies, the group has elected an 11-member board and agreed to incorporate in Texas with headquarters in Dallas, said AHAA President Hector Orci, who is president of La Agencia de Orci & Asociados, Los Angeles.

At a teleconference last week, 10 board members confirmed that invoices for the $2,000 initiation fee were mailed to 41 agencies represented at a May meeting in Dallas, Mr. Orci said.

The agency group's mandate will be to promote Hispanic marketing, especially among marketers and general ad agencies that believe English-language advertising, or translated English campaigns, can reach U.S. Hispanics as effectively and less expensively than dedicated Spanish-language efforts, executives said.

A STRONG NEED

The need is strong also because national advertising organizations have few internal committees for Hispanic groups.

"As four or five reasonable sized Hispanic shops in the [American Association of Advertising Agencies], we're a very small voice," said Ernest Bromley, chairman of Sosa, Bromley, Aguilar, Noble & Associates, San Antonio. "Most people believe there's a genuine need for advocacy of the industry." Mr. Bromley is media relations chair of the His-panic group.

Hispanic and general market agencies hoping to join the AHAA must have more than half of total agency billings deriving from the Hispanic market.

Other officers include president-elect, Ana Maria Fernandez Haar, president of IAC Advertising, Miami; treasurer, Tony Dieste, partner at Dieste & Partners, Dallas; and secretary, Tory Syvrud, president of Siboney USA, Dallas.

Copyright June 1996 Crain Communications Inc.

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